And on this billboard on WI-43, it’s sliding pretty much out of the safe range. Sure, the notion of “NO GIMMICKS, JUST LOW PRICES” should be enough to draw any self-respecting Class C firebug to the oddly-named theUncleSamFireworks.com, but clearly, they just didn’t have enough confidence in that come-on. They needed something more. They needed a snipe calling out “25% of All Items Til MAY 31.”
Sounds like they needed a gimmick.
By Dennis Ryan, CCO, Olson