WALL DRUG-WHAT AN ARTIST CAN LEARN FROM THE BIG KAHUNA
FREE ICE WATER AND 5 Cent COFFEE!
In the little town of Wall, South Dakota, (population 800) there is a cheesy American Icon known as Wall Drug. South Dakota even advertises itself as "The Wall Drug State." If you've never heard of Wall Drug, maybe you need to take a road trip. You don't have to travel to South Dakota to learn about this "drugstore", either.
You can go to Kenya, Africa - or Singapore - or take the Tube or Double Decker buses in London, England - and you'll see signs telling you how many miles it is to Wall Drug. Here are other examples: Seoul, Korea - Wall Drug - 6,636 MILES; Easter Island - WALL DRUG - 5,541 MILES;
and here is the sign in Antarctica advertising free ice water and - WALL DRUG - 10,645 MILES.
These are only a tiny portion of the number of signs, located all over the world, that advertise Wall Drug. In Europe, much of the advertising is free. (How can this little drugstore from the middle of nowhere get free advertising? More on that in a minte.)Of course, the closer you get to the Black Hills of South Dakota, the more signs you'll see:
When you visit Wall Drug, you can even order your OWN sign, like this one:
Yes, this business will calculate the mileage from your home town for you and make the sign, all ready for you to take home. I guess they hope you will put it in your front yard. I imagine some folks actually DO!
Wall Drug, as much a tourist trap as it is, has successfully marketed itself since 1931. Back in the depression years, on the verge of starvation, the owners decided to offer free ice water to dusty, tired travelers, and put up a little sign:
"GET A SODA/ GET ROOT BEER/ TURN NEXT CORNER/ JUST AS NEAR/ TO HIGHWAY 16 and 14/ FREE ICE WATER/ WALL DRUG"
Have you ever heard the phrase, "If you build it, they will come"? Well, guess what - Wal Drug made the signs and the people came!
Shortly after the signs went up, weary travelers began to pour in. Wall Drug made more signs. More people came. The owners added 5 Cent Coffee to the signs about the free ice water. You can STILL buy coffee for 5 cents a cup at Wall Drug.
After World War II, a family friend who worked for the Red Cross posted some signs in Europe, and before long, servicemen were actually writing Wall Drug and asking for signs to display in the countries where they were stationed. Free advertising that began in jest.
The rest is history!
My husband and I experienced the Wal Drug signs on our recent trip through South Dakota. They are everywhere. You can't miss them.
And believe me, by the time you get there, you will never want to see another billboard sign! We snickered, made stupid jokes, and talked about how corny and ridiculous all those signs were.
But guess what? When we reached the final sign and saw that stupid giant dinosaur marking the exit to Wall Drug, we couldn't help ourselves! We turned off and went to Wall Drug! We just had to see it!
So what does Wall Drug's advertising scheme have to do with an artist, you ask?
Just this: Make Yourself Known! Show you art in as many places as possible! Take any and every opportunity to market your art.
Maybe it's not going to be a sign in Paris, France that says, "Cowboy's Sweetheart: the Art of Deb Trotter." Maybe it'll be a bumper sticker instead, or a brochure someone picks up at a craft show. Someone might hear about my art from a friend, or see it on display in a coffee shop. There is even a good chance that someone may read this blog entry right now and link to my web site!
Who knows? Maybe I'll start offering free ice water at one of those summer Arts & Crafts Shows!








































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