I spoke about this picture briefly at TopLeadGenerators. Seth Godin also posts on it today and has some brilliant (as always) observations.
It's confusing. It's not targeted. It's eye catching, but so is someone who sets themselves on fire.
My question: Will it help Delta "land the deal" with customers who want to fly to Budapest? Only if someone who's looking for a flight to Budapest happens upon this bus stop ad in NYC. Could it happen? Sure. But so could the guy-setting-himself-on-fire thing.
Ads should result in sales. Branding, yes. Awareness, yes. But if it doesn't result in sales, is it really worth the cost involved in trying to get the sales lead in the first place?
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