As I drove down the highway, I saw this sign high in the sky.
“Attention hardware store owners.”
I’m certainly not one of those, so I didn’t read on. But then I thought, why did they make that billboard? I looked around at the few dozen other cars around me reflecting on the odds that ANY of them are hardware store owners. The chances had to be close to zero.
In an age of micro targeting on the internet, a billboard is the worst possible way to get the word out to a specific group of people. Facebook, Google and others all have much better, and probably more cost effective ways of reaching your people.