It’s said that DIY doesn’t equal ROI. The latest proof is the current advertorial on behalf of National Powersports Auctions, one of several wholesale clearinghouses enjoying salad days in the wake of a motorcycle and scooter market awash in surplus inventory.

The questionable ad in question leaves us scratching our head as to point, audience, call to action or theme. Other than the passe NPA trademark black background color field, the main element is a loosely categorized political cartoon that pokes a sketchy satirical finger in the eye of the Bush-Obama economic recovery strategy. We guess. Headline? None. Humor? No comedians here. Message? Uh…

We say that NPA claiming credit for sector growth in this unprecedented market situation is not unlike the undertaker touting genius when the Black Plague delivered a bonanza. Assuming that’s the point, of course. But why cull this example from a herd that’s mostly unremarkable in the best of times? Because this ham-handed advocacy approach doesn’t just reflect poorly on the advertiser; it damages the entire sector. Continue reading →