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Effective Street Advertising Sign Use in Mongolia
Written by Mergen   
Wednesday, 07 April 2010 19:41
Earlier in the day, I was at the train station when I noticed an advertising sign on the street.  Typically, I am not a huge fan of "push marketing" tactics.  In my humble opinion, they are costly and have little to no residual value.  However, I really think this may have been an exception.

stop-human-trafficking-mongolian-street-advertising-sign

The above is a street sign promoting awareness about "human trafficking in Mongolia".  At the top are the three organizations supporting this street advertising sign: Asia Foundation, Equal Rights NGO, and Mongolian Police Agency.

While I most definitely understand the sensitivity of the human trafficking issue, I still would like to take the approach of a marketing professional and give praise where it's due.  Based on my assumptions, probably this was an excellent advertising spend by the three organizations supporting this signage.

For my marketing thoughts on the street sign, please read on.

The positives:

  • Location, location, location - the street sign is located in an excellent place by being next to the train station, one of the major transportaion methods in and out of the country.  The effectiveness of the sign only goes up if the train is used as a major transportation means for human trafficking in Mongolia and if raising awareness helps reduce human trafficking.
  • Thought-provoking - the image of the Mongolian woman with her eyes to the side is probably symbolic of the missing identities of the victims of this crime.  The Chinese/Asian dragon symbol also raises questions as well.  The signage itself is very well put together.
  • Call-to-Action - the phone number 1903 is very visible on this banner.  This is excellent.  Typically, websites, online banners, TV commercials, radio commercials, print ads, and street signs/signage as well are not always really great about making the action clear and easily visible.

Questions to truly know the effectiveness of the advertisement sign:

  • Measurements - Are there measurements to know how effective this signage has been?
    • Has the number of human trafficking insidences gone down or number of reports near the train station increased as a result?
    • Or, have people become better aware in general or has the train station become more difficult place for human traffickers?
  • Return on Investment (ROI) - At the end of the day, nothing should be more important than return on investment or ROI when it comes to marketing activities. 
    • How much was spent on this signage?  And, how much value did we get back in return?
    • Was this THE MOST effective marketing for us?  How many people are now more aware as a result of this signage?
    • Were there other methods just as equally effective for less money?

Questions for the readers of this post:

  • What are your thoughts on this street sign?  Do you have information that will help answer some of my questions?
  • Also, have you yourself used street signs.  How much did they cost?  What value did they give back?  Has it been effective for you?
  • And finally, what do you believe is the best marketing method out there?
 

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