I was following a truck where the back panel read: “As long as you’re following us…follow us on Facebook, Twitter, and LinkedIn. I thought it was a clever way to promote social media followers by capitalizing on the double entendre of “following.”

It took some thought to pair the message with the medium, but it’s worth the extra effort to do so. Other examples are Pancheros Mexican restaurant’s napkins that say “In queso you need one,” playing off their signature chips and queso dish, or Hampton Inn’s coffee sleeves with “we hope you slept well” messages.

Random advertising is so pervasive that it becomes invisible. To have your message noticed, make it relevant to where it is being shared.

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