Sensory Overload?

I just got back from a trip to New York City.  My hotel was at 7th Avenue & 49th Street, so every time I left the hotel, I had to walk through the "sensory overload" that is Times Square.

It got me thinking about what needs to be done to cut through the clutter in advertising for the typical small business.

There are billboards on top of billboards in Times Square.  Most are now video boards.  They flash, they light up, they're eye-catching.  Some billboards are at the very top of the buildings.  I don't even know who can see those except for people at the top of the other tall buildings.

There was a video billboard of a guy dancing in different cities all over the world.  I saw that one multiple times in my few days in the city.  I still don't know what it was an ad for.  There was a static billboard for Sprite.  I know that one because it featured LeBron James.  I'm a Cleveland Cavaliers fan, so that one caught my eye and I remembered it.

I know that there was a lot of Samsung imagery, but the only product from Samsung that I remember was their new 3D Television that they are releasing.  And the reason that I remember that one is because while we were walking in Times Square one night, there was a stage set up and thousands of people standing around.  Soon someone came out and introduced the President of Samsung.  He came out and welcomed the people.  Then, James Cameron was introduced and came out on stage.  He talked about how this new Samsung TV was going to revolutionize the home viewing experience.  Then, the Black Eyed Peas were introduced and they came out and played 3 songs.  After their set, they talked about how great this TV was and how "Avatar" was the greatest film of "ALL TIME."

My point is that people are bombarded by hundreds of messages every day.  There are ads everywhere.  We constantly face sensory overload.

So, what is going to cut through that clutter?  I can guarantee that what WON'T cut through the clutter is cliche lines like, "serving your needs since 1945" or "friendliest staff in town."  Boring!

Each time you sit down to write a radio or TV script or come up with a print ad or billboard, think about Times Square.  If your ad was there, would it have a chance at all of being seen or heard?

If the only hook in your ad is about how great the service is, you'd better go back to the drawing board.

Or, see if the Black Eyed Peas will endorse you.  I'm sure that'll work!