Advertising is the life-blood of any business, but usually the first thing to go in a tough economy.
The recession has forced a lot of business owners to get creative with their advertising dollars.
Some go high-tech using social media but others are finding new ways to keep it simple.
One man is taking a different approach, using the world as his canvas.
No matter which way you turn, the average person is constantly bombarded by advertising.
On the street, on vehicles, even in the sky overhead.
So where do you draw the line?
How about in the sand?
It’s called “EarthStamp”, a sort of a billboard on the beach.
Creator Bobby Godwin says it's a great marketing medium for a slow, but green economy.
"It's leaving a message the same as the bottom of your shoe. And it's temporary, it goes away. It gets walked on, the tide comes in, the wind blows, and it’s just a temporary brand", Godwin says.
He calls it elegantly simple, having the advantages being relatively cost effective and easy on the environment.
The customized heavy-duty rubber template will run you about $450 a pop.
Some people like it, others don't.
Stan Roth from Birmingham, Alabama says the advertising technique would probably work best during big functions or events such as weddings and Spring Break. He also says he would take notice of them.
"I’d go out of my way not to step on it, and I’d be intrigued by it" Roth says.
But Bluewater Bay resident Gary Flagstad says he’s not sold on the idea.
"I tell you what, I’ll take $250 and stand here and guard it to make sure nobody messes it up” Flagstad says.
He thinks it’s a waste of money.
"If I were going to spend my media dollars, as limited as they were, this wouldn't be the way I would do it” Flagstad says.
And here’s why he doesn’t think so.
"Well first of all, as you can see, it's already washed out. People walk all over it and it's not permanent. In my experience you need about seven hits to the audience you're aiming at before anyone is even going to remember the message you're trying to send, or even your name".
Though not perfect, Godwin says it still serves its purpose.
"It's just a temporary thing. It is what it is. It's a temporary message, yet effective"
Only time, and the tide, will decide if Godwin's “EarthStamp” will leave an indelible impression.
Godwin is also adapting “EarthStamp” for use on snow and cement.