Thursday, April 05, 2012

4 Reasons Small Business Should Be Beware Of Billboards

Even though less than 3% of small businesses still make extensive use of outdoor billboards for advertising, many small business owners are sitting ducks when it comes to fending off this nearly obsolete medium.

This is because most small business still buy advertising based on a price point (a set dollar amount.)

But even if these businesses know to ask instead for the much more important cost per view (CPM – cost per thousand) billboard representatives aren’t likely to volunteer or even know other information which is even more critical to decisions about the use of this medium.

As a 40-year marketing veteran and small business advisor here are:

Four Reasons To Beware Of Billboard Advertising

  • Advertising on an outdoor billboard will turn off eight potential customers for every one who may find the information useful giving it a negative ratio which is unaffordable at any price point, even as a freebie. (The turn-off to turn-on ratio increases to 9 to 1 if travelers see trees have been clear-cut around the billboard.)

 

  • Half of potential viewers of a billboard message have already shifted access roadside information to in-vehicle navigation systems and/or portable navigation systems. (This includes nearly 6 of every 10 drivers and passengers in the lucrative consumption ages of 25-44.)four

 

  • This is only part of the reason that overall advertising on mobile devices will pass overall outdoor advertising within a little more than two and a half years.

 

  • The percentage of outdoor ad revenue derived from small business categories such as retail, amusements, casual restaurants and hotels and resorts has fallen significantly since 2001, by nearly half from the later category alone which now contributes just 4-5%.

Average spending for ads on billboards is virtually flat or even down significantly since 2001 when adjusted for inflation.

It is tragic, that at a time when it is being rapidly supplanted by navigation technology, exit logo signs and other less destructive and intrusive alternatives, the outdoor billboard industry is doing everything possible including the buying of influence to destroy much more valuable trees and vegetation along public roadsides.

Hollow are arguments that these companies are valuable taxpayers.  In my adopted hometown the average billboard contributes less than $50 or $60 a year, while the average value to the public of a single tree is worth 34% more annually at $76.26, based on scientific research.

Equally hollow is the suggestion that this about property rights.  Courts hold that any property rights of outdoor bill board owners are “parasitic” because they are solely reliant for value on traffic carried on publicly owned roadways.  The billboards are erected on private property and then officials are bullied into sacrificing publicly owned trees, many planted at public expense, in order to make them viewable.

Citing the number of jobs related to billboards as an argument is a false choice even if the small number involved were local or in-state which most aren’t.  Jobs are important but there is no reason anyone should lose a job as outdoor billboards cease to exist.

There are plenty of other types of outdoor or out-of-home advertising alternatives to which more savvy and environmentally sensitive billboard companies are transitioning and they don’t require sacrificing trees and other elements of sense of place to be viewable.

Beware of outdoor billboards!  They are much more expensive than advertised.

Sources: Federal Studies, Public Policy Poll, Billboard Trends

Wednesday, April 04, 2012

Helpless And The Outbreak of 1952

One my favorite Neil Young songs, Helpless, always brings back my first dated memory.

I was four years old and riding between my parents as we arrived before dawn at Ashton Memorial Hospital four miles from our ranch to have my tonsils removed.  This hospital didn’t open until two years after my birth in 1948 so I had been delivered in Idaho Falls, 50 miles southwest of that Yellowstone-Teton nook where both my great-grandparents and grandparents had homesteaded.

The tonsillectomy was a memorable benchmark for me, but my parents were much more worried about the large outbreak of polio in Idaho that year.  This was one year after Neil Young’s bout with that disease began in Ontario, Canada which later became in part an inspiration for his composition of the song Helpless in 1969, famously released in 1970 by CSN&Y.

Helpless by CSNY–Scenes from Idaho

Ironically they may have been worried by both conditions because some doctors at the time were hypothesizing a link between tonsillectomies and polio outbreaks.

I’m glad I had them out, especially after watching how frequently some friends and siblings became ill with tonsillitis when they didn’t.

My second visit to that hospital in Ashton was with my elementary school class three years after leaving my tonsils there and I recall how we were lined up against the wall in a dimly lit hallway to receive some of the first vaccinations against polio, our heads filled with visions of “Iron Lungs” and the heroic images of the late President Franklin D. Roosevelt’s battle with the disease.

Even as the 1950s came to an end, the disease came close to me  when it struck the younger brother of my best friend who happened to be the same age as my youngest sister.  Maybe historians are correct that the media, even back then, fueled fear of the disease blowing it far out of proportion; but it is impossible to forget that era especially when it touched the lives of so many others as well who, like Young have been cultural icons during my life:

Tuesday, April 03, 2012

The Mutterings of A Mixed-Lefty-Omnivert!

As if being left handed weren’t enough to set me apart, I’m also an introvert.  But actually I score as “mixed left handed” in a world that is either 90% right or mixed right handed.  I’m also what organizational psychologists used to call a “high-functioning” introvert in as world that is 60-70% extrovert.  A less pejorative-sounding term is a hybrid or omnivert.

Both attributes crossed my mind frequently in recent weeks. The beginning of baseball spring training, which actually starts in early February each year, is always a reminder that while being mixed handed made it easier to learn to bat equally well from either side of plate, I couldn’t hit a curve ball either way.

Take the test at this link to see where you fall in the population when it comes to handedness. You might be surprised.

Strongly left handed people make up only 2-3% of the population while mixed left handers like me are more common at 7-8% of the overall population. Lefties and left-leaners such as me show up as a slightly higher percentage among school-age children.

Anyone who has taken a Meyers-Briggs evaluation to help identify dominant traits may recall that one of the primary outcomes is to discover where individuals fall on a scale from introvert to extrovert to a mix.  A simple way to remember the difference is:

  • Extroverts feed off interactions with other people for energy, including group activities, but feel the most drained when they are alone or doing something solitary.

 

  • Introverts (no, most are not shy) prefer interactions with smaller groups of people.  They get drained by enforced social groups.  Either way they need time to recharge with solitary activities.

I’m not sure what percentage of the population is mixed left handed and omnivert, but even before throwing in essential tremor which I have experienced since I was a teenager, I suspect the slice is pretty thin.Quiet

I do know for certain though that in retirement, it is clear I am indulging my introvert-leaning trait for the first time since early childhood and loving every minute of it.

Think of my passions such as motorcycling, cross-country travels with Mugsy, learning to fly, walks, reading, drinks or dinners with individuals or small groups of friends and of course researching and writing this blog.

More than 40% of executives are introverts or omnivert hybrids such as me,  but almost any group, including work teams or collaborations outside the office will include a mix and, therefore extroverts and introverts alike would find a new book well worth the read.

Released just before spring training, it was written by Susan Cain and entitled Quiet: The Power of Introverts in a World That Can’t Stop Talking .

Cain notes that “our lives are shaped as profoundly by personality as by gender or race.  And the single most important aspect of personality – the ‘north and south of temperament’ as one scientist puts it – is where we fall on the introvert-extrovert spectrum.”

She continues “our place on this continuum influences our choice of friends and mates, (unfortunately, far too often, opposites tragically attract) and how we make conversation, resolve differences and show love…it affects the careers we choose and whether or not we succeed at them…”

For those who don’t or won’t read, and that includes a huge proportion of extroverts, because it is “too solitary and draining,” a TED talk by the author was posted a few weeks ago.  I have worked with folks who are extremely one way or the other over the years.

I have worked with folks who are extremely one way or the other over the years.  I remember one highly effective former co-worker who was so introverted it seemed he could enter or leave a room without even disturbing the air and conversed only to answer questions or say hello.

I have another friend with whom I worked inter-organizationally who, emblematic of many others, would rarely read and couldn’t or wouldn’t use email.  He always used called by telephone and leave voice mails to ask the simplest questions.

When texted or emailed a quick reply, he would still call back to get the answer in person.  He hated data-driven decision making.  He was also a master at misleading others who also didn’t read or retain information to inform decision-making, just as he was often mislead in return.

Lost on him and others like him is the fact that for 30-50% of the population, using email and other forms of written communication permits a person to better form and articulate positions and responses as well as to provide more substantiation for decisions and opinions beyond “whose asking” or the bump and shove of politics including cabals.

Carl Jung, who initiated our understanding of introversion and extroversion in the 1920s, understood that no one is purely one or the other but we have dominant traits and preferences.  He also witnessed the almost tyrannical domination of our culture by extroverts that began during the 20th Century with the rise of the cult of the salesman.

The Internet is changing all of that along with more solid research on creativity and how groups work and don’t work and the origin of ideas, especially as collaborations are less and less reliant on being in the same physical location.

Even Facebook and Twitter, which seem at first glance to be 24/7 platforms for extroverts, may actually be equalizers for introverts because the interactions are so much less draining.

As Cain quips, “there is absolutely zero correlation between the best talkers and the best ideas,” and there never has been. Researchers at the University of Iowa and University of Texas, Drs. Debra Johnson and John Weibe, found that introverts and extroverts show clear differences in brain activity.

Findings, as reported by Molly Mann, show introverts working more from “frontal lobes, the anterior thalamus, and other structures associated with memory, planning and problem solving, whereas extroverts had more activity in their posterior thalamus and posterior insula, which we use to interpret sensory data.”

This is why many extroverts began to struggle or fall behind or out of step when some organizations, such as one I managed adopted internal email nearly a quarter of a century ago before the internet made it ubiquitous.

You could see these folks prairie-dogging or moving from work station to work station delivering “verbal emails” in a desperate attempt to get a face-to-face fix while at the same time creating a burden on other employees who were more rapidly adapting to online collaboration.

Today’s workplace needs a blend of both introverts and extroverts an especially hybrids who are aware of their needs for high levels of social interaction or time to recharge and don’t make those needs a problem in the workplace.

Even in social settings it is just as important for introverts to learn to speak up as it is for extroverts to beware of the propensity to need to be the center of every group’s attention.

Oh, and as far as lefty, righty, just remember that half of the Presidents of the United States since WWII have been left handed and lefty Apollo Astronauts were 250% greater than the overall population.

Either way, it is a good exercise for everyone to switch sides with their computer or tablet “mouse” every year or so just to keep both sides of the brain active!

Monday, April 02, 2012

Violating A Cardinal Rule Of Motorcycling

One of the cardinal rules of motorcycling is that the bike will automatically veer where you look with your eyes and that’s just one of many reasons that new temporary regulations permitting clear cutting need further study.

Let me show you an example on the Durham Freeway where a South Carolina-based billboard company has already marked trees in anticipation of being able to clear cut a grove of large trees even though the sign has plenty of visibility now.

  • As you can see from the first image in this blog or by clicking here, the billboard is already clearly visible to travelers on the Durham Freeway.  But the owner wants to clear cut the forest to the right anyway.

 

  • As shown in the second image or by clicking here, these publically owned trees are sizable, and

 

  • Cutting them opens the Freeway view to an unsightly parking lot, an abandoned building and storage items as seen in the third image or by clicking here.

 

  • The goal of the gratuitous cutting is to draw the attention of travelers on the entrance ramp to the right at just the moment they should be solely focused on merging into traffic to the left and onto the freeway as illustrated by the fourth image or by clicking here.

That will be especially hazardous to motorcyclists like me who could inadvertently veer into the guardrail on the right if they happen to glance at the billboard.

But any automobile driver whose attention is diverted to the right when full attention should be left will veer the wrong direction at a critical time, thereby endangering himself as well as drivers already on the freeway.

It is an insult to hide behind hasty regulations by the state in a blatant effort to trample on and override local values by clear cutting publicly-owned trees, but it is criminal to deliberately mess with public safety.

To help reclaim North Carolina’s scenic character, email scenicnc@gmail.com and click here to “like” Scenic NC’s new Facebook page.

(Visuals courtesy of Dale McKeel, a recognized expert on the adverse impacts of outdoor billboards.)

Sunday, April 01, 2012

Infographic – The Titanic Economy

If clicking on the image won’t open it, try clicking on this link.  For an incredible infographic of the sinking, obtain the April 2012 issue of National Geographic Magazine, print and/or iPad or watch NatGEOTV next Sunday