| Pecans anyone? - | | | | these eight billboards, five are Magnolia Plantation |
| On my recent trip to Florida with my family we | | | | -- all with the same artwork and message. For |
| decided to drive. I love driving. As soon as I get | | | | fourteen miles we saw one Magnolia Plantation |
| past Chicago it's like breaking free of responsibility | | | | billboard after another. I was so tempted to pull |
| and I'm able to focus on my family and the | | | | off and stop in, but the timing was wrong to pull |
| adventure we're embarking on. Part of that | | | | the kids out of the car. |
| strategy is a built-in movie system and frequent | | | | This is the perfect example of saturating a media |
| potty stops. Danica and I like to drive through the | | | | and getting noticed. It's better to be committed |
| night so the kids are sleeping for a good nine | | | | and dominate one radio station then to be |
| hours of the 24-hour drive. People call me crazy, | | | | involved on several. When it comes to TV, it's not |
| but I grew up with fond memories of taking the | | | | about rotators, it's about picking one or two |
| long trek. One year (1980) there were six of us | | | | programs and being committed. Those viewers |
| driving down in a Chevy Citation ? YIKES! | | | | who are loyal to those programs will see your |
| The purpose of this story is to set up an | | | | message over and over again. You'd be better |
| advertising observation that was hard to miss. | | | | off reaching 10% of the people 100% of the time |
| Located in Tifton, Georgia, is a business called | | | | than reaching 100% of the people 10% of the |
| Magnolia Plantation. Magnolia Plantation is a tourist | | | | time. |
| stop, housing T-shirts and Florida- and | | | | Your loyal Prophet of marketing called Magnolia |
| Georgia-souvenirs and pecans. What blew me | | | | Plantation and here's what I found out. The |
| away is that driving south I believe we counted | | | | business is family owned and has been around |
| perhaps 14 billboards within 10 miles of the store. | | | | since the early sixties. They previously had a |
| Heading northbound, ready to keep a good count, | | | | different location until the highway was moved. |
| my family and I counted 24 billboards starting | | | | The new location is right off the Tifton exit and |
| fourteen miles from the exit. It doesn't take a | | | | the family owns the billboards. All of the land on |
| mathematician to figure out there may be a | | | | both sides of the highway that these 38-plus |
| serious failure with regard to ROI! | | | | boards occupy are owned by this family. They |
| This is a perfect example of frequency. This | | | | lease out the remainder of the boards that they |
| presentation was powerful. Imagine four billboards | | | | do not use. Now that was forward thinking! |
| on your right and four on your left and, out of | | | | |
