Imagine this: you're driving down the street by a strip mall, look over at the corner while waiting for the stop light and find a person dressed up in a statue of liberty costume for the tax service business or holding a sign for a deal to a pizza place, car shop or hair salon. Think for a moment about this work ad: "Employee needed to work outside. Smiling and waving required. Dancing encouraged. Bring your headset." I've been seeing more of this type of advertising happening and it's got me to thinking about whether or not this advertising actually works?
Companies seem to be pulling out all bells and whistles to attract business. Ma
ny are trying new marketing such as doing social networking on Facebook and Twitter and coupon sites such as Groupon, but some have gone back to their roots and are bringing back old-fashioned methods.
The human billboards are a variation on an old marketing strategy, the sandwich board. What you're truly looking at though is an inexpensive outdoor ad. Businesses that sell luxury items such as jewelry have had a hard time these past two years. Some have moved to smaller locations where city ordinances wouldn't allow them to put a sign in the window. Instead, some of them have taken to the streets, dressing someone up in 'loud' clothing and holding a sign on a busy street. Other small businesses such as hair salons have reported that when they hire someone to dress up as a large pair of scissors and hold a sign on a busy street their business more than doubles.
But, then if this advertising works, why isn't everyone doing it? It really depends on who they hire. The person standing still, looking at the ground doesn't attract the attention someone jumping, smiling and laughing does. The second type of person pulls outsiders in. However, the 'waver' needs to be brand appropriate.
Research says that generally the concept works best for a spontaneous purchase, such as an oil change or a pizza. Some pizza places have someone stand outside from 4 to 7 holding a sign. It's perfect because those people tired, hungry and heading home from work see it. Most of the human signgs must try to have fun on the job, so it works best for a business with a sense of humor. Tax services don't usually elicit a lot of yuks, but Liberty Tax Service is trying to change that. Every tax season, from mid-January to mid-April, at least one employee from its 39 Minnesota locations is dancing near a busy intersection, drumming up business dressed as the Statue of Liberty.
The company employs wavers, an official title, in the coldest season of the year. Fortunately the costumes are baggy and can hide a coat underneath. It also helps that Liberty employees are encouraged to bring headphones. The wavers are a big part of Liberty's business model and auditions are held after applications watch videos of the company's favorite wavers. Prospects get suggestions such as saluting police officers who drive past and arm-pumping to get truck drivers to honk. But, does this actually make people choose a tax preparer because someone was in fun costume and waved at them? Liberty says that it helps potential customers who are nervous about filling out their tax forms feel more relaxed about the process.
So, what your probably wondering is who is the right person for this type of job? Old class clowns maybe? Turnover is high in these jobs, the pay is usually minimum-wage, and most wavers don't get commissions, despite the uptick in sales. Doesn't sound very good does it? On the other side, breaks are frequent and shifts rarely last more than four hours.
