Here is a classic example of colossal waste of marketing funds.
Came across this billboard today in the morning on the way to my office. The marketing of the niche exhibition on security ( to try and get exhibitors to participate) is being done on an OOH format – complete with a cost of participation. Wondering what percentage of drivers on this busy expressway are qualified to take up an exhibition stall - and who was doing the media & touch-point planning here?
Instead of using one on one marketing, or other niche approaches – which are the understood norm for exhibition marketing – here is an example of trying to reach out to general public to sell space at a security exhibition!
Terrible approach to targeting the relevant TG, and what a sinful waste of marketing funds.