Often the poor execution of the distribution of the messaging overshadows the actual meaningful message itself.
Example: I’m driving on I-64 West in Norfolk approaching the Hampton Roads Bridge-Tunnel (HRBT). Traffic is backed up during afternoon rush hour for 6-1/2 miles.
How do I know that precise misery? I know because Virginia Department of Transportation (VDOT) posted a message for me on their digital road sign that read, “6.5 mile back-up at HRBT.”
Really? I’m 3 miles into your back-up and you thought it important to stir the road rage pot by reminding hundreds of drivers that they’re sitting in a traffic stall at the HRBT?
The message of messaging is important.
The placement of messaging is equally important.