I love clear, targeted OOH advertising, but this had me scratching my head during our annual family 4th of July beach trip. The banners pulled behind planes promoting $5 fried shrimp baskets or private dolphin tours make perfect sense. However, I’m not sure where this tactic fits into the strategic marketing plan of Lennar, the second largest builder in the country. I guess the argument could be made that it’s inexpensive so selling just one house is a win. However, even with beach-goers in the market for a house, does a plane banner drive any real call-to-action? Seems this budget could be better spent on more effective marketing. What do my fellow marketers think? #promotion #advertising #marketing #OOH
Timothy Dahl
1w
"New Homes Mid" is what I would see, and that's not great in today's vernacular. At least highlight the 200s. Yes, I agree that money would be better spent targeting a more narrow market than beachgoers.
And how many beachgoers were local? And what’s the attribution model? Yeah, this is a weird one…
Head of EV Marketing at Allstar Business Solutions
2wMaybe they hope people like you post about it and do their marketing for them? I’ve never heard of Lennar before now but you’ve encouraged me to look them up… driving traffic. #nosuchthingasbadpr