Although it has been around for many centuries, “wild posting” is the current rage for product offerings and events that have a need for an “in-your-face” style of promotion. You have no doubt seen wild postings as you walked through an urban area where construction site barricades are plastered with the dozens or even hundreds of posters for a rock concert. Or, you might have seen hundreds of posters for the movie “Spiderman” displayed on the side of a building. Yes, that is wild posting.
For hundreds of years posting signs along highways or on the side of buildings was a common way to advertise. Sometimes people opposed it; you might know the expression “post no bills” which was often seen on the side of buildings. I guess these posted signs were considered an early version of graffiti.
Recently, this technique has been used for technology products such as cell phones and high speed internet services. AT&T posted banners for the “fastest internet in town for $14.99 a month” on an overpass in downtown Los Angeles. Microsoft used wild posting for its MSN “butterfly” by using a “static-cling” style poster, which was easily removed and did not harm the surface where it was posted.
Mainstream companies are turning to wild posting because it is inexpensive; all it requires is printing and minimum wage labor. Also, it is demographic-specific since you can pinpoint the exact city block where you want the posting to go. For instance, you can post near a football stadium or an amphitheater where people walk by after a major sporting or music event. Wild posting works 24/7 or, at least, until someone takes it down or posts something on top of it.
Could it work for your business? If your customer walks a certain route or drives by a certain location frequently, it just might.
John Bradley Jackson
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