By Holland Cooke
Consultant
We sell advertisers the attention we earn, and earning it has never been tougher. When we design client stations’ billboards, we’re not “writing a 60” or “a 30,” or even “a 10.” It’s a one-second spot. At a glance, someone driving needs to understand what the station delivers, and why to listen.
Showcase events here are well-catered and open bar (Media Relations 101). So, as we roam exhibits, both hands are already full, a challenge for exhibitors hoping we’ll stop, take a tchotchke, and take-in what they’re rolling-out. So I’m struck by how well the large-font messages on their booth signage distills whassup.
Examples:
Komutr: “Finally, Earbuds Your Won’t Lose!”
Stelo by Dexcom: “Glucose tracking made easy”
“Too busy to cook? Let a robot do it,” 500 dishes Nosh can whip-up.
“So your days don’t end up on your face,” Baronbio offers “The 4-Day Slow-Aging Challenge.”
Eloquens: “Automated Email responses that feel human”
“Mist + Wind = Instant Cool” with Aecooly, “the world’s first high-speed cooling fan,” hand-held.
Narwal’s V50 Cube Cordless Vacuum is “light to hold” and will “deep-clean every surface.”
Yarbo’s Modular Yard Robot: not just a lawnmower. “All Seasons Solution” doubles as a snowblower.
Kamingo’s E-Bike Converter switches from bicycle to E-bike “in seconds.”
We have learned – and taught advertisers – to boil-it-down to the proverbial “elevator speech,” a pitch you could spit-out between floors. How quickly does yours convey value?
Holland Cooke (HollandCooke.com) is a consultant working the intersection of broadcasting and the Internet. Follow HC on Twitter @HollandCooke and connect on LinkedIn