What Billboards in Calicut Taught me About marketing that no text book Ever did !
BillBoards isn’t just a marketing tool. They are lessons for a marketer. This week me and my friend Akshay KM, we call him Meppadi, obviously because he is from Meppadi were taking a drive through the city not for work, but for wonders. We weren’t looking for billboards. They found us. At Arayidathupalam a Bold billboard stood tall and it says “Mend for Men”, Nothing more nothing less with a ton of white space (Personally i was a fan of white space). It’s just a good copy. What else does a men’s apparel shop need in their billboard?
At this time my journalistic (worked as journalist) instincts woke up. Gave me the urge to check all good marketing practices such as BillBoards, LED Screens, Events etc.
I always get stuck in Kottuli because of heavy traffic. Obviously we are stuck at Kottulli, we saw a billboard of Voltas AC that said “Less Noise, More Work” in the very messy traffic. While seeing the copy I just imagined silence just for a moment. Felt the peace..
The placement of the billboard made the copy relatable and that worked.
We reached at the base of Arayidathupalam just opposite to Baby Memorial Hospital,we spotted the classic one (21 വയസിൽ Life സെറ്റ്); Life is set by 21, Study B.com+ACCA. This billboard and copy is much discussed amongst marketers. The copy is brilliant; and the brand ambassador is Mohanlal. So the billboard will get 200% visibility. Lakshya is a Chartered Accountancy (CA, ACCA, CMA…) institution, by saying life is set by 21 and sees Lakshay’s logo, join B.com + ACCA, they are selling a dream. To be a CA is very rewarding in terms of pay and social status at the same time the exams are very tough. At the same time it is possible to crack CA by 21 if you started after +2 at the age of 18. So the background info. checks-out.
Marketing is not about reality, it’s about possibility. Lakshya sells a future , a dream to their customers.
The road led us to the center of Calicut town. We are now at the signal in Mavoor road near the new bus stand, as always the signal was red ! Obviously every one will see the LED wall. It’s a perfect place. Its a perfect place for short ads. As the Best Freelance Digital Marketer in Calicut, my suggestion is not to display long duration Ads in that screen rather place beautiful Short Motion Graphics with a single call to action. Everyone on the signal is anxious to reach their destination. So their attention span can be further downgraded.
Just opposite to the LED screen stands a red bold billboard dares us “ Make your children as bold as a billboard in the center of the city” all in caps, All in White Classic Futura Bold font. With a red background. The placement of the billboard is the star here. The place is the heart of calicut city, the metaphoric copy is justified by the placement of the billboard. Its actually a different approach by a school by not saying a single word about academics or infrastructure. In my opinion there must be few more copies like this that must cater to academic standard at least, because service like Education especially school education business, the customers will (parents) definitely do a good research; I’m making this statement without any knowledge of other campaigns by The Choice School.
In this drive again we found another educational institution’s campaign in the lamb posts near Mathrubhumi, Palayam. The board series is by Catalyst Commerce institute. It’s just a signature of a person and says (ഒപ്പ് പഴയ ഒപ്പല്ല ); The signature is not the old signature; it worth lakhs, and a name ( Alex, CMA). Here Catalyst is using a testimonial angle, with no other ingredient but the most valuable thing; the signature of their alumni. It is just a hand scribbled signature, but it shows the proof and builds trust.
Meppadi was actually hungry, that was the actual cause of the drive, so being the very local Kozhikode boy, I took him to Paragon. I thoughrt my marketing research journey sadly ended. But the light was not turned off, it lit above our heads. Now we are at Paragon restaurant under CH over bridge. There is a tall tower with “SHIBU” illuminated. While i was a kid i thought shibu was some politician or someone badly needed attention. But Shibu is a sign board illumination team. They showed us they can do their work properly which is a demonstration by the way, and for just showing expertise they fitted their shop’s name illuminated on a tall tower. This board became a landmark for the place.
Finally while we were coming back to our room, we saw a good copy on the closed shutter of a tea shop called “The Chaiwala” at Methottuthazham says “You are at the right place but on the wrong time.”
These streets and roads aren’t just filled with small to big billboards to attract people’s attention. These good marketers gave them a personal touch in the copies, designs and so on. It taught me that every words must reach to the heart of a consumer, on the right place in the right time.
Next time you walk past a billboard don’t just look; Listen because some where in the ink and pixel, their is a lesson waiting that no text book could print.
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