Obviously, the mass market is dying, and other than buying even more traditional advertising, how are mass marketers dealing with this profound infoglut? They’re taking this approach of “Your Company Name Goes Here”:
They’re spending more in odd places. Not just on traditional TV ads, but a wide range of interesting and obscure places.
- BP Pedestrian Bridge, Chicago – Downtown Chicago’s Millennium Park is home to the BP Pedestrian Bridge. Cost $5 million.
- Cargill Snowplows, Indianapolis – When it snows in Indy, Cargill name, comes marching to the rescue. The company provided the city with 125 tons of salt and five Ford F-250 tricks bearing the name Indy Snow Force Powered by Cargill.
- CMT High School, Nashville, Tennessee – For $100,000 in 2012 and $50,000 every year following, Country Music Television bought the rights to McGovock High School’s communication center, now known as the CMT Academy of Digital Design and Communication.
- Can’t afford the whole school? how about…. Individuals looking to boost their names on the cheap are in luck: Naming rights for bathrooms – and even individual stalls – are up for grabs at institutions including Harvard and the University of Pennsylvania.