Yes, Size Matters
Reasons to think BIG when it comes to marketing
There are lots of really cool marketing options out there now: mobile apps, social media, podcasts, dancing banner ads; I could go on and on. But have you noticed how the ideas seem to be getting, well, smaller? Granted, there are times when a 140-character tweet on an iPhone screen will get the job done. For the important stuff though, you’ve got to go big.
Think about your own day: you’re inundated with advertising and messages and images coming at you from all directions. It takes something completely unexpected to get your attention and something completely over the top to hold it for very long. Big objects have that magnetism, which explains why we’re all so fascinated by the towering Tree of Life at Epcot, the 20-foot Abe at the Lincoln Memorial and the giant Coca-Cola bottle looming over the Las Vegas Strip. Whether they’re fun, serious, promotional or permanent, oversized objects have the kind of double-take power every marketer wants.Okay, let’s say you’re sold on the idea that size matters but you’re not sure how to pull it off for your own company. You’re not Disney World, for heaven’s sake. The good news is you don’t have to be. Just about every type and size business can get more bang for the marketing buck by going big. Let me give you a few examples:
- You do trade shows. Displaying a bigger-than-life version of your product, brand icon or logo is practically a no-brainer.
- You need to draw traffic into your storefront. A three-dimensional sign, giant brand mascot or supersized product replica is sure to lure customers in.
- You produce themed events. A fully themed environment or jaw-dropping focal point will keep your guests talking for months.
- You rely on seasonal and holiday marketing. Christmas, Easter and Halloween are the biggies, but the calendar’s full of opportunities to use large props to give everyday displays a boost.
I guess you can tell I’m a big (no pun intended) fan of this stuff. I firmly believe large-scale props, characters, logos and architectural elements can play important roles in a company’s marketing strategy. I don’t, however, believe in big just for big’s sake. You’ve got to know what you’re trying to accomplish and have a sound plan, a great design and a quality supplier who can deliver the goods. That last point is make or break, so check out my tips on how to size up a design and fabrication firm before you make a decision.
Yes, size matters. And the idea’s getting bigger every day.
Gary Bystrom is CEO of Chisel Productions, an Atlanta-based theming, design and fabrication firm. For more information, contact him at 404-351-8388 or info@chisel3d.com.