
You’ve seen them: the sweaty employee standing on the roadside with a bright orange sign waving you to pull in for a $5 Hot-N-Ready pizza.
I’ll be honest, more times than not, I find myself wanting to speed away – not pull in for a pie. And don’t even get me started on the deterioration of the brand they’re “promoting.”
So, I sat down (okay, I was already sitting … I was in the car) and got to thinking – how many people really slam on the breaks and pull in for dinner because that sad, sad worker is telling them to? Not many, (I would hope). Furthermore, if everything we’re taught in l’école d’advertisement is true, this type of promotion shouldn’t even work, and here’s why:
Five reasons why employee-roadside advertising ruins my appetite
- There’s no relationship – advertising and branding is built on the belief that consumers buy based on relationships. When you stand on the corner of Rush Hour Blvd. and Everyone and Their Brother St. it’s mass marketing; for small businesses (or privately owned chains) that’s typically a no-no.
- Desperation is a turn-off – roadside advertising is perceived as a last-ditch attempt to gain business or boost sales for today – there’s no longevity; it exudes a sense chaos and desperation – not hot or ready.
- It’s probably not that good – Quality products and services speak for themselves; sales increase when you supplement with cohesive, strategic marketing tactics. If you have to go to the corner and turn tricks to sell a pizza, it’s probably worth passing up.
- Oh my gosh, that poor soul – No one should have to do this job in the first place; times are tough, but are they really that tough?
- Here today, gone tomorrow – Consumers are less likely to support businesses with the impression they’re going under. Have you seen those same sad workers holding “going out of business” signs? Yeah, the “deal” signs are just a prequel.
When it gets right down to it, if I’m hungry, I know where I’m heading to find food. If we all drove around looking for someone to flag us down for a $5 deal, that hot and ready vendor would see a lot more traffic, and so would local gyms.


