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(0:00 – 0:17)
Some of you know that starting out my consulting practice actually representing indoor and outdoor electric signs. That was like, that was our hook to get in the door. We would knock on doors across the country.
(0:17 – 0:39)
As a matter of fact, we have about 400 signs in Alaska, I think, still standing. And we haven’t, I haven’t done a sign since 1999. But so we would start with signage and then it would carry us over into radio, into what’s called ValPak, direct mail, just all these different types of marketing.
(0:39 – 1:11)
But the concept is this, in the world of marketing, you can do major positive damage if you’ve got a really good outdoor electric sign. So I want to paint a picture and then I’m going to take this off of signage and talk about marketing in general. So back in the day, we would walk into a business, especially if they had a wooden sign, and we would walk in and just say, you know, we’d mentioned, you know, who we are, who we work with and just say, you know, we’ve got something we would like to show you.
(1:12 – 1:34)
And it’s more just purely statistical. And then we’ll leave you some information behind, etc. But what we would do is we would show them that based on the letter height of the name of their company on their wooden sign out front, you could physically measure how many people driving by are looking at their business.
(1:34 – 1:54)
So I’ll give you an example. An inch of letter height is readable from 30 feet away. So if you have a 10 inch letter that says ABC pizza and the name of, you know, if the pizza place called ABC’s pizza, if the letters are 10 inches tall, well, people 300 feet away driving by could read ABC’s pizza.
(1:55 – 2:10)
If they’re 20 inches tall, you could be 600 feet away and start reading ABC’s pizza. And the key is this. Obviously, the taller the letters, the further away you can catch a glimpse of that sign.
(2:11 – 2:46)
And I think just on that little exercise alone, you can see that in every city, McDonald’s many times even pays a fine or a fee to go against the ordinance for height of the letter M in McDonald’s, the Golden Arches, because they know the bigger the Golden Arches, the further away that your children can see them and start salivating for french fries.
(0:00 – 0:17)
Some of you know that starting out my consulting practice actually representing indoor and outdoor electric signs. That was like, that was our hook to get in the door. We would knock on doors across the country.
(0:17 – 0:39)
As a matter of fact, we have about 400 signs in Alaska, I think, still standing. And we haven’t, I haven’t done a sign since 1999. But so we would start with signage and then it would carry us over into radio, into what’s called ValPak, direct mail, just all these different types of marketing.
(0:39 – 1:11)
But the concept is this, in the world of marketing, you can do major positive damage if you’ve got a really good outdoor electric sign. So I want to paint a picture and then I’m going to take this off of signage and talk about marketing in general. So back in the day, we would walk into a business, especially if they had a wooden sign, and we would walk in and just say, you know, we’d mentioned, you know, who we are, who we work with and just say, you know, we’ve got something we would like to show you.
(1:12 – 1:34)
And it’s more just purely statistical. And then we’ll leave you some information behind, etc. But what we would do is we would show them that based on the letter height of the name of their company on their wooden sign out front, you could physically measure how many people driving by are looking at their business.
(1:34 – 1:54)
So I’ll give you an example. An inch of letter height is readable from 30 feet away. So if you have a 10 inch letter that says ABC pizza and the name of, you know, if the pizza place called ABC’s pizza, if the letters are 10 inches tall, well, people 300 feet away driving by could read ABC’s pizza.
(1:55 – 2:10)
If they’re 20 inches tall, you could be 600 feet away and start reading ABC’s pizza. And the key is this. Obviously, the taller the letters, the further away you can catch a glimpse of that sign.
(2:11 – 2:46)
And I think just on that little exercise alone, you can see that in every city, McDonald’s many times even pays a fine or a fee to go against the ordinance for height of the letter M in McDonald’s, the Golden Arches, because they know the bigger the Golden Arches, the further away that your children can see them and start salivating for french fries.
