I have a list of things I want to accomplish in my life. Things to do, see, experience, give, etc. One thing on the list that I got to cross off at the end of the year was seeing New York City at Christmas.
 
It was actually my first time in New York, and everyone said it would be overwhelming. They were right. Working in advertising makes you appreciate New York on a whole other level.
 
I was standing in Times Square thinking about the digital possibilities, the cost of producing the gigantic vinyls, the continuation of boards from one to the other. The visual insanity completely clouds your thinking.
 
We are hit with over 3,000 messages a day, so how do you stand out in that visual space? How do you stand out when there is so much to see? You know what? You probably don’t.
 
I always recommend to our clients to not purchase signage that is stuck right along hundreds of signs, for example, at an arena. You want to actually be worked into that game, to be a part of the experience.  Take, for example, the TSET sponsorship that we do with the Thunder. Our signage with them is the only signage in the OKC Arena bathrooms (no competition!), and we also sponsor the honorary captains – so our logo is on the court at a specific time, we are announced, and we are all over the LED’s. We also get PA announcements during the game. Money so much better spent than just placing a logo in the arena somewhere, hoping eyes will see it.
 
What would I recommend to advertisers that just have to be in Times Square? More interaction. I didn’t see much at Christmas. QR codes, text in options, something that justifies spending so much for placement.   
 
I will be visiting New York again at the end of the month; maybe strategies have improved by then. I’ll report back.