Coming along the highway back from my recent business trip, we saw a series of signs for motels and food places encouraging people to turn off into the town. In amongst these signs was one that didn’t show a lot of understanding about knowing who they are communicating with…
The fabulous Gundagai Pharmacy
All the other signs were aimed at travellers who could well need a break and/or some food so those services had the potential to attract people off the highway. But how many people doing along drive suddenly think “Oh yes, I must visit that pharmacy!”
Sure, the occasional driver will pass with a headache or other minor ailment and will want a pharmacy – even then, they will probably look for a pharmacy near something else that is worth stopping for.
I’m sure the pharmacy could have found a more effective (although perhaps less public) use of their marketing dollars. Or at least put something on their sign aimed at travellers.
This is a really simple example of how you need to understand the audience you are appealing to if you want a successful outcome. Sometimes exposure to a larger audience is tempting but a smaller, interested audience will generally bring in more clients.
Would you pull into a town because they claim to have a great pharmacy?