The key to advertising is relevance, even if it’s a pizza ad at a bus stop

Einstein proved that everything is relative. Take Phoenix, AZ advertising and communications. I drove by a bus shelter downtown the other day and the artwork was a big picture of a pizza. The headline was "this ad cost just as much as one of these" with an arrow pointing down to the pie. Of course it was an ad by an outdoor media company trying to get clients and public relations agencies like Decibel Blue to buy outdoor media, starting with that exact shelter. It was so brilliant I had to pull over and take notes. Ok, maybe I voice-dictated into my phone but here's the point: When something is perceived as being expensive, or financially painful, the most persuasive communications tool in the world, behind perhaps only guilt, is relevance.

Going all the way back to Sally Struthers in the 70's I can't tell you how many times I've seen a non-profit try to illicit donations through relevance. Countless worthy organizations today will point out that if you just visited Starbucks two times less per month you could save the whales/feed the homeless/cure cancer etc. Poor Howard Schultz, billionaire or not, I'd hate for consumers to be reminded they pay him upwards of $5 for something people used to make at home for pennies. Now, that's some serious relevance.

Whether you're looking to advertise in Phoenix, Denver or anywhere else, Decibel Blue will make your message relevant. And we might toss in a pizza too.