Marketing is a strange and fickle paramour. When approached in a conventional manner, it may or may not respond in the way that is expected. Sometimes exercising a little more effort and creativity than the norm is required.
A case in point is the famous "See Rock City" barns and birdhouses. The marketing program was instituted in the middle of the Great Depression as a way of promoting a tourist attraction on Lookout Mountain Tennessee.
The concept was simple. Rock City would paint a barn for free. Not just any barn, but one that was prominent alongside a well traveled highway. The farmer ended up with a freshly panted barn and Rock City wound up with a durable billboard. The result was a true win-win for both parties.
And a marketing legend was born. The Rock City Barns are considered one of the most ingenious marketing plans ever set into place. And as a result, the attraction remains in operation to this day!
The upshot of all of this is that there is always room for innovation in marketing. And while the tried and true methods may be adequate to maintain market share, it may take a bit more creativity to take a business to the next level.
Who knows, the next great marketing legend is out there somewhere. I wonder what they will come up with next!
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All content, including text, original art, photographs and images, is the exclusive property of Coweta Fayette Real Estate, Inc., and may not be used without the expressed written permission of Coweta Fayette Real Estate Better Homes and Gardens Metro Brokers, Newnan Georgia. All information is believed to be accurate but is not warranted, Copyright 2003-2009. Richard Weisser REOS, E-Pro. licensed Auctioneer. 770-827-6225.
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That is clever! I imagine those birdhouses are collectibles.
Richard, it is really amazing how many Rock City signs we see here in our neck of the woods too...
Richard, I remember seeing those! I think it was a stroke of genius. There are others along those lines along highways. Just shows what a good marketing technique can do.
And look, a gold star. Congrats!
How neat! What a brilliant idea. Thank you for sharing, Richard! Now I have to start thinking of my next marketing plan...
I've seen barns with such ads. They have their own charm.
Linda...
The originals are ..but you can buy them online today! I used to use them often as closing gifts! I might just start doing that again! THX
Michael...
There was a "Rock City" barn in Jonesboro GA some years back. I procrastinated taking a photo of it (days of film) and now it's gone. So don't take them for granted! Thanks my friend.
Andrea...
Oh-oh-looks like the star button stuck. That's a little embarrassing. But hey, it's "outside the box" marketing! lol
I recall seeing barns that had advertising painted on them driving thru Northern California ... I wonder if those old barns are still being used in advertising too? THey were always an attention getter.
Richard, I grew up in Middle Tennessee and never knew life without the Rock City Barns. Thanks for the trip down memory lane. Now, if I could just think of something as creative as that.....hmmm.
Looks like a great place for a long weekend or perhaps a week to see this part of Tennessee.
Richard: Funny story about the barn--we visited years ago and purchased one of their birdhouses that we hung out by the pool. We were then compelled to update our outdoor decor to red with the birdhouse looking just perfect in its new home. When we sold our home, the buyers put the birdhouse in the offer--they loved it so, of course, we left it for them! They have since sold the home and I wonder if they left it for the new owners. The thing was quite durable and a pain in the rear to assemble but, nostalgic nonetheless!
That is one marketing idea that has not lost its flavor and appeal. The other side of this is that Rock City has not lost its appeal either people still flock there to this day.
BTW, congrats on the gold star!!
I agree with you. I am a big fan of thinking outside of the box. Sometimes we all need to re-evaluate our marketing strategy and let ourselves be open to a new manner of doing things.
I love driving through the countryside and seeing signs on the barn. It reminds me of a time gone by and certainly marketing genius from the roads or from the sky.
Richard, I must be living in a cave. I've never seen one or it didn't register at the time. Great idea though, good marketing doesn't have to follow somebody else's rules. Rich
Marney...
Get your paintbrush out! lol and thanks.
Lenn...
I think that they do. When I first moved from Pittsburgh to Atlanta, the barns were a big part of the then 14 hour drive! They really do have their own charm.
Gail...
According to the Rock City website, some of these barns have been registered as historic, and some are still being painted to this day! Wow!
I love the bird house idea!
Hi Richard:
I've seen some clever marketing on roof tops...
Love the photos!
Be sure to read my new post today...
Wow, how did you get featured all those times? Are you some kind of a genius?
Am I really so old that I remember ads like this for Onondaga Cave and Merrimac Caverns? Why don't you throw in Burma Shave too? Remember the sayings on about 8 signs put together? Wouldn't that me a way to do lead in signs. oops, I forgot about the sign ordinance.
What a clever way for them to advertise. Sometimes following the path everyone else does is very crowded and finding your own way can be very productive.
Cool stuff - never knew that. I think I might have to construct that birdhouse for myself! What a cool lesson.
Too cool....outside of the box is creative and works.
Richard - I have one for you. South-Of-The-Border off I-95 in S.C.
Fun post. I remember and still see those Rock City signs
Richard, I love to see the innovative way that road side barns are adorned with folk lore!
Richard - See Rock City! These signs painted on the barns take me back all the way to my childhood. This is a very clever and at the time innovative marketing concept. It still works today though we do not see as many. Thanks for sharing and all the best.
Richard found his own way to be featured, featured, featured
very clever marketing.
Richard , we used to pass those sign every Easter as we traveled from Florida to Pennsylvania to visit Grandma. Finally one year my dad gave in and took us there. I still remember it all these years later so whoever came up with the marketing idea was a genius.
The red barns are and still are a great marketing idea. And Rock City is worth visiting anytime you are near, as is Ruby Falls which is also close by.
Great Point! Marketing that creates a win/win and is memorable and enduring is not seen as often these days... could it be regulation of signage getting in the way I wonder?
Hi Richard! I LOVE marketing and you are right, creativity can go a long way! I never heard of this but love it. Thanks for sharing!
Richard - it was a very clever idea and clearly a successful one. No doubt it spawned lots of similar marketing ideas. Why do things the way others do; you never know until your try.
Jeff
See lots of them up the east coast. Now I need to think about what our big barn is....mmmm....
That is too cool! What an awesome way to advertise!!!
Richard: Thanks for the post! You're right. Marketing is also about branding which is what the Rock City barns are all about. I think the key is consistency and giving your message time to be heard. I doubt if the Rock City barns message took off instantly but, over time, it sounds like its been a huge hit. Have a great day!
Richard, very insightful post about thinking outside of the box... even before that term was coined...
Richard: As I travel around Washington and Oregon, there are still a few old barns with faded roof signs. You'll find them on some of the old highways and back roads. Thanks for the inspiration, I'm headed for SW Oregon in a couple of weeks... Have Camera, Will Travel!
thx...
Rene'
That is brilliant, what a GREAT idea. Now if only I could find a barn along Interstate-10 in Phoenix , Arizona. :)
There is opportunity everywhere, you just have to be looking for it.
I have seen a many of these barns.. It is a really great way to get their name out there. I never knew Rock City actually paid for painting the barns..
I have always loved seeing those barns! Thanks for the great pix. (Always loved the old Burma Shave signs, too). Let's not forget Wall Drug!!! ;-)
Isn't sometimes the simplest concept that works the best? Now being that creative is the biggest challenge for me.
Very cool!
The upshot of all of this is that there is always room for innovation in marketing. And while the tried and true methods may be adequate to maintain market share, it may take a bit more creativity to take a business to the next level.
Hi Richard,
That's very true. In fact, ActiveRain is a perfect example of that innovation and creativity!
We'd have to have signs on Kauai that say "Red Dirt City" or perhaps on the Big Island they might say, LAVA ROCK City. I agree that there's always room for new marketing innovations and lord knows, there's no shortage of tools these days.
Marian...
We all need to think of something THAT creative! Thanks for the comment.
Rebecca...
It is a one of a kind place, that's for sure!
Debe...
This is a great story. The birdhouse in the photo is in our back yard ... and I'd expect a fight over it too! Thanks so much for sharing the allure of the "Rock City" legacy!
My new idea with this theme around your county with the barns, BUY FROM RICHARD WEISSER.
Dear Richard:
Great post. We love this idea. There was a realtor in LA (opening a new office) who garnered almost every listing in the Valley part of Los Angeles, by responding to a pressing need of the population. The local garbagemen went on strike in the summer, and he plunked his marketing budget hiring trucks and drivers to pick up the garbage that was now fermenting on the curb. He became an overnight success! All the local media picked him up, as well as CNN! He had listings in no time.
Alexandra
I had one of those Rock City birdhouses at my cabin years ago but never knew the story behind it. What a great testimonial to creative thinking!
Richard, interesting piece of history. I have been wracking my brains as to what might work for advertising. Last year I ran one add for "homes wanted" (the reverse of what we usually see). It was so great to have people actually calling me. I had FSBO, builders, etc calling me to indicate that their home might meet the criteria of what I laid out using several buyer's criteria. My follow-through has not been stellar, and about 80% of those calls, I have seen come on the market with other agencies over the last 12 months or so. I've been thinking of doing that again.....
You know, this reminded me...hilariously, of the Movie OH GOD! Just BASIC stuff, but it WORKS!
I ALWAYS revert to conventional, simple items, that made me successful in the 1st place!
This does remind me of the MOST BASIC thing you can do! I LOVE IT! Great reminder!
Thanks!!!
When did you buy out ActiveRain and change it to ActiveRichard?!!!!
I love your posts, but featuring yourself over and over again?!!!
Richard, we all need to think outside the box, at least once in a while!
Hi Richard!! Another gold star!! Congrats!! xxoo
It wasn't until I went into business for myself three months ago that I started to really appreciate great marketing. I have always loved the Rock City barns!
It is amazing how making just one clever marketing move at just the right time can put you way over the top!
Richard - I love this type of "old school" marketing, and it's generally instructive for all of us. There is a place between Austin and Dallas called "Carl's Place" that I never fail to notice. Why? Because it's painted on the roof, just like in your photos here.
Don R...
Rock City is so unlike any place else ...it's cool! I may head to Lookout Mountain this weekend and check it out again! THX
Melissa...
That is exactly what I am trying to say here. Thanks for the comment.
Cindy...
It does do that, that's for sure! Thanks for commenting on my post.
Rich...
Wow, I can't believe that you have never seen one. Most people (ahem) our age have experienced them in our car travels. And there are still a few around. Thanks.
Toula...
I did, and if one Richard is good three Richards MUST be better. lol and thanks.
Norma...
Just lucky I guess. But a little Richard goes a long way! Thanks for the comment.
Ha...this is a great idea. I've seen it in VT and NH on some barns.
Thanks for the post today.
Patricia Aulson/Portsmouth NH Real Estate
Hmmm. Clever. It worked back then. Now to come up with some clever marketing strategy like this that doesn't come across as a cheap knock-off of an original idea...or maybe I might be able to come up with an original idea. Thanks!
Hi Richard,
This is very clever marketing which I have seen before but great idea..simple and effective!
Hi Richard -- Very interesting post. It's interesting to see how things change, and also how things still remain the same at some level.
How far is that from Wall Drug? And do they actually function as a drug store anymore? Actually, there are a lot of brilliant marketing ideas like that... I need to come up with mine.
Richard,
I remember seeing the "See Rock City" barns around the midwest and it became a source of amusement. :)
Steve
I'd never heard of this phenomenon, and think it's quite ingenious. It would be great to come up with this type of idea.
Richard I love this post. It brings back wonderful memories. Years ago my late husband and I bought a Rock City birdhouse for his sister's birthday. It hangs proudly in the woods of Chuluota, Florida. Thanks!
Great idea......bring back what the old farmers in MN used to use years ago. Gotta go and find somebody to paint for me...........thanks! Just have to figure out how to adapt something like this to phoenix.
There is nothing in this world like creativity, it sure makes things interesting and keeps the gears turning.
That is a very unique idea. By the way, Rock City is in fact a great place to see!
With so many homes languishing on the market today we DO need to 'think outside the box' especially when it comes to vacant homes. They are harder to sell even in good times. There is a 'win/win' marketing tool available. It's www.myvacanthouse.com. The website connects the vacant house with a live in stager who will furnish it and maintain it like a model home. The homeowner gets a fully furnished house and someone who will take care of the lawn and pool, etc. The agent gets a more marketable listing and one that will probaby sell faster and for a higher price than a vacant house. It's a great tool to offer your individual clients or banks with multiple vacant houses. The fee that is paid by the live in stager goes to the homeowner or the agent or can be split between the two. The website is new but the concept has been used successfully for over 20 years. You have to post the vacant house on the website in order to expose it to the live in stagers, but there is no cost to do that right now, so there's nothing to lose by trying it.