Making the Most of an Unexpected Marketing Opportunity

Times Square March 15, 2016 By: Michael Cummings

When an automaker's dilemma resulted in an unexpected marketing opportunity, the National Association of Home Builders was able to take advantage and wound up seeing its logo and message in Times Square.

Some types of advertising are fun to observe from the sidelines but seem out of reach for most association marketers. Gatefold ads in glossy consumer monthlies, Super Bowl TV spots, and Times Square digital billboards come to mind. ...