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What was Tony Kerapa of Harcourts Real Estate thinking when he crafted this billboard? It suggests to me that he's in the business of moving furniture. I know he's a real estate salesman but his billboard misses several key messages completely. Here are my thoughts:
1) There is no unique value proposition presented so why would a prospective house seller or buyer contact him rather than one of his better known competitors? If you don't give people a reason to use you they won't! Surely Tony must have something to offer that sets him apart from his peers?
2) The Harcourts logo is tucked away in the bottom right corner, mostly obscured by the tree foliage in front of it. That would have been one of the keys to connect Tony with the real estate industry as opposed to the furniture moving business. Harcourts is undoubtedly a more recognisable brand than Tony Kerapa, so leverage it's brand value by association.
3) At least the '3 second quick read' rule of outdoor billboard design has been followed, albeit in a misguided and sadly uninformative way.
4) Placement is good - on the corner of a very busy intersection in Hamilton CBD.
My advice to Tony - stick to what you do best (i.e. selling houses) and leave the job of marketing to the experts.
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Agreed there is no USP, though i suspect he thinks "he" is the USP... it isn't called 'self-promotion' for nothing.
FYI The Harcourts logo is in the corner because it MUST be there - but Tony is paying for the advertising so that's probably why its obscured ;-)
boring though - isn't it!