The sign guy
The other day, I decided to swing by the Rivermark Shopping Center to grab some lunch. While driving there, I saw a guy standing outside on the street holding a sign for Quizno's subs, located within the center. He wasn't doing anything else, not talking with anyone nor passing out brochures or other literature. He was just rocking that sign gently back and forth.
I surmise that it is the waving of the sign that first visually draws you. If so, why have a guy stand there to do it? After all, in our society of pervasive automation, how could this simplest of actions not be similarly implemented? Why not devise some battery-powered contraption to move it in a suitable motion, maybe at most watched by someone to prevent vandalism? How much is that guy being paid, and what is the real efficacy of that rocking sign?
Regardless of the numbers, upon further reflection, for me, it was the sympathy for that poor guy, standing outside, with nothing better to do than to mindlessly wave that sign in front of passing traffic, that really caused me to pay close attention. I'd expect the sympathy card to be played in an ad for a group like a charity raising funds for impoverished Third World children, but not for Quizno's.
So, either this ad is very effective (but for me, through the wrong reason), because I've seen many similar sign guys -- usually advertising for restaurants or real estate -- while driving around the Bay Area, and/or the job market in the Bay Area sucks still. I certainly didn't see many of these guys during the dot-com era. Hmm...
