Don’t discount the simple

We’re all speeding to capture the potential of social media’s tools. Some amazing possibilities surface that apply and test applications for the technologies.

Churches in Jackson, Mich.; Seattle, Wash.; New York City; and Charlotte, N.C., have explored Twittering in church and now are designing select, if not all, services for worshipers who embrace the new technology. It’s a far cry from being asked to silence your cell phones and pagers!

And almost daily, you can find reports of the business community applying new advertising and marketing strategies that embrace these emerging tools.

But I learned this weekend that it’s important that we don’t forget the obvious and seemingly simple marketing tactics that have proven themselves time after time.

While helping our son look for a new home, we encountered a number of yard signs alongside traditional “Open House” signs. They pointed out the $8,000 in economic stimulus money available to first-time home buyers. The offer has been available for months, but a sign to remind open-house visitors when they enter a for property is a very simple yet effective tool.

Were we aware? Yes. Had we forgotten about the money? Yes. Did the first property with the sign make a difference? Absolutely. Every visitor to that home—and several others, was met with an important message.

In retrospect, the traffic volume at the homes with these signs was greater than those without. What appears to have made a difference was a simple, common yard sign.

--Mike B.