Business on board

Strategic, creative use of human billboards adds another dimension of visibility for some area small businesses

Story by Amanda M. Wimmer

THOUGH MOST IN HIS OSHKOSH community have never met Green Wagner, they know him well.

To some he’s the Sign Man, others a walking billboard and to everyone that has seen him, he is the guy who waves and smiles on nearly every busy street in his community. Wagner spends his days with a sandwich board across his chest waving to everyone he sees along the streets of Oshkosh. Three years ago, Wagner turned a hobby – walking – into his own business – Green’s Walking Advertisement.

“I enjoy walking and I thought I wanted to do something a little different,” Wagner said. “It was hard to sell when I first started, but now it’s easier.”

With signs for local businesses like George’s Gaslight Inn and SpeedZone Racing plastered across his chest, Wagner is proudly the poster child for about a dozen clients from restaurants to car dealerships in the Oshkosh area. He walks daily, about 45 miles per week, during the lunch hour and post-work rush, times when traffic is the busiest, to drum up business for his clients. His clients, he said, must commit to his services for two hours per week, pay to have their sign printed, and pay him what he calls a reasonable hourly rate. Wagner didn’t reveal the rates he receives for his promotional services.

“What I offer is more valuable than money. It’s enthusiastic and optimistic,” Wagner said of his advertising technique. “It’s a unique marketing tool. It’s low-tech enthusiasm for your product.”

Theatrical marketing

WAGNER ISN’T ALONE ON THE STREETS promoting products. Television, radio and print advertising methods are expensive, say local retailers like Jeb Birch, store manager at Max Muscle Sports Nutrition in Appleton.

About two years ago the Muscle Man made an appearance along some of Appleton’s busiest thoroughfares such as College Avenue. Birch admits, he took the idea to use a human for advertising from another Fox Valley business.

“I started asking the owners if they ever heard of Liberty Tax Service. You know, the ones with the dude on the side of the street?” Birch said. “So I thought, ‘what if we had our own muscle dude that stood out on the corners?’”

Liberty Tax Service – a tax preparation agency with six offices from Fond du Lac to Green Bay – places an employee dressed in a Statue of Liberty costume on the streets near its stores during tax season to raise awareness and drive potential tax filers into its retail offices. Even in the harshest of Wisconsin winter weather, Fox Valley residents can expect to see the green costumed statue leading up to the middle of April.

Birch extended the concept to Max Muscle, a supplemental nutrition retailer located at 2442 W. College Ave., by picking up a relatively inexpensive foam torso that offers the appearance of a body builder wearing no shirt. Birch, his family members, and even customers from the store would take turns standing out on College Avenue flexing and pointing toward the store. 

“I saw your muscle guy standing out there,” became a common phrase used by first-time customers walking into the Appleton Max Muscle store and Birch knew the marketing technique was successful. Plus, he said, it’s simple and fun.

“We found that the radio and the TV (advertising), for the money you spend, is not worth it. You can do so much promotion on your own inexpensively,” Birch said. “It’s thousands of dollars to do those things.”

The Muscle Man is paid an hourly wage just as all the others on the Max Muscle staff. The total payroll expense saves the store on advertising costs in places like the newspaper and television, and still offers Max Muscle the visibility it needs, Birch said.

Not only does the Muscle Man get people into the store, but he’s also inspired another local business – Gold’s Gym – to consider the use of a human billboard.

Borrowing ideas

THE USE OF HUMANS AS BILLBOARDS in the most simple sense goes back as far as commerce itself. This grassroots marketing technique isn’t high tech and rarely costs more than paying an individual – an employee or a contractor, in the example of Green Wagner – to promote products and services in high traffic areas.

Today, national cell phone carriers and restaurant chains like Subway and Culver’s use the human billboard technique to create goodwill and drive customers into their stores.

Smaller local businesses, like Gold’s Gym, consider the technique a less expensive alternative to print and broadcast advertising.

“The traditional methods of advertising such as radio and TV doesn’t work effectively anymore for our industry. This is the new way to get the word out,” said Matt Fahey, general manager for Gold’s Gym locations in the Fox Cities. “I think anything by the road is a good idea and is a little more effective than the traditional ways.”

Fahey said he isn’t sure if or when Gold’s Gym will implement a human billboard, but it’s being considered because it’s worked so well for places like Max Muscle and Liberty Tax Service, he said.

Scoopie, the well-known mascot for Culver’s franchises nationwide, helps promote some of the local restaurants for Pat Miller, owner of five Culvers locations in Fond du Lac and Oshkosh.

Scoopie shows up at a variety of events throughout both communities, including fundraisers and schools promotions to get children and families excited about its frozen custard treats.

“Because we are locally owned and operated, I think we attempt to advertise locally because that’s where we are,” Miller said. “I think having Scoopie is an extension of local advertising. It doesn’t take the place. He’s just someone who represents Culver’s.”

Miller, who has been a Culver’s owner for 15 years, said she believes that advertising through the traditional mediums are also an important complement to a well-rounded marketing strategy. Scoopie is recognizable in the Fox Valley and takes no explanation, Miller said. When people see Scoopie – the life size custard cone – they immediately think of Culver’s. But she also knows local customers listen to the radio and drive past billboards, so a combination of all types of advertising is important to her local stores, she maintains.

“In general, we all can relate to mascots. Who doesn’t know the Brewers have all the hot dogs running around the field? I think a mascot helps to promote the company. It’s an outward sign of who the company is,” she said.

The Milwaukee Brewers professional baseball franchise, to which Miller eluded, promotes human billboards during each home game at Miller Park when the Klement’s Famous Racing Sausages make their way around the infield, not only for the entertainment of the fans, but equally important, to advertise a product and strengthen Klement’s brand visibility.

From Miller’s perspective, the use of Scoopie will never replace the traditional print, television or radio advertisements her stores use, nor does she think the use of Scoopie saves on advertising costs.

“I just look at it as a part. He’s a smaller part, but a positive part and a fun part. He makes everyone smile,” she said.

While no one can be sure of the advertising trends of the future, Sign Man Green, 58, said he hopes to continue walking the streets of Oshkosh with a sandwich board on his chest for many years.

“If I can walk when I’m 70, I’m doing it. A smile and a wave will never be outdated,” he said.

Amanda M. Wimmer is a freelance journalist and social media junkie from Oshkosh. She can be reached at www.twitter.com/MWgirl.