Over the summer, my brother, our friend Eric, and I collected “Single?” signs from all over New Jersey. These signs, which anyone can find along local roads and highways, are white cardboard rectangles with black text (they look a lot like political campaign signs). Each sign is customized to match the city or town. For example, a sign in Parsippany, NJ will read: “Single? www.ParsippanySingles.org“.
Today, I found a unique sign on my way to work: “Single? www.Kearneydates.com“. This sign is particularly novel 1) because Kearny is misspelled and 2) because we thought we knew about every sign! I posted a picture of it on Facebook, and Eric offered me $10 for it; it turns out that one of his friends is a serious sign collector that would love to have this sign!
I can’t decide if the signs are successful or not. However, I do think they can teach us a few things about marketing. What can we learn?
Be consistent: The company used the same style of sign, with the same font and colors, for all towns in New Jersey. Sure, some of the URLs varied (.com, .org, etc.), but the simple black and white layout created a brand. From a half mile away, I could spot a “Single?” sign, and I have poor vision!
Be careful: Proofread your work! The only potential customers that would visit a Kearny singles website are people who live in or near Kearny. They know how to spell the town correctly, and the probably won’t be able to find your site/will ignore your advertisement. Even though the misspelled URL works, no one will visit it.
Be noticeable: The Single? signs are along major roadways throughout New Jersey. I have noticed them especially at traffic lights and near highway exit ramps. You have to position your marketing collateral where the most people will see them! I also notice the signs in towns where affluent people tend to live.
A similar campaign exists in Maryland. One of my friends actually filled out the information field on the website, and a representative contacted him; he visited a location for a free consultation, and they offered to match him with his soul mate for a few thousand dollars.
I think everyone knows of these stupid signs – i think it’d be terribly interesting to know of the success this campaign has had. Can you name ONE person ever that went home, and in all seriousness (’seriousness’ being the key here) created an account in hopes to find love with a hyper-local constraint – which is built-in to the site name itself? The whole idea is just stupid – but if this guy is netting thousands per month, i might reconsider my assessment.