In 1922, Archie Leach was unemployed. (Note: Archie is pictured at left.) He was 18 years old, and had been touring the vaudeville theaters of America with the Pender troupe...a group of young vaudevillians and physical comedians from Brixton, London. Looking for work, Archie managed to get an advertising job with the family that owned Steeplechase Park, the amusement park in Coney Island. This "advertising job" entailed Archie's use of his acrobatic background...he walked around on six-foot stilts with a sandwich-board that promoted the park's various rides and other sundry amusements.
In later years, Archie moved to Hollywood and began a successful acting career.
In the 1930s, during the Great Depression, the sandwich-board was prominently used by by local businesses...who took advantage of the legions of unemployed men who were eager for any sort of gainful employment.
In a recent edition of Entrepreneur magazine, author Roy Williams describes "10 Unusual Ways to Advertise." Listed below are his 10 suggested strategies. Although he doesn't mention sandwich-boards, he easily could have...sandwich-boards are certainly in the same vein.
- Door-hangers on doorknobs
- Flyers under windshield wipers
- Purchased word-of-mouth
- Virtual showroom
- Nighttime silhouettes
- T-shirts and vests
- Hand stamps
- Publicity stunts
- Self-publish a book
- Spray-painted signs
In his classic book, "Data Smog: Surviving the Information Glut", author David Shenk describes how the average American is pounded with 3000+ advertising messages daily. Since this book was first published 10 years ago, one would estimate that the number is significantly larger today.
In light of this bombardment, how does one craft a message that can be heard today?
Maybe the idea of a sandwich-board isn't so crazy after all?
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