There is a local pizza establishment who actually admitted, in their radio commercial, that they had a problem. Why in the world would they do this in their advertising? Because they went on to talk about how they were going to strive to fix the problem.
Original problem: Customers felt that delivery took to long.
Reason for the problem: Quality was number one. The pizza establishment wanted to have hot fresh product, so they waited to prepare the order until they were sure that there would be a driver ready to deliver it.
New Commercial: The owner explained the problem, the reason for the problem and then talked about how they were going to fix the problem. Still assuring the customer of fresh product.
This commercial stands out, because it communicates an honest attempt to improve.
So many people want to "get their moneys worth" that they hurt the effectiveness of the advertising. We have all seen it: Radio commercials full of "commercial speak" For all your ________ needs, come see the friendly folks, conveniently located ____________.
Hint...If you can take out the name of your company and insert your competitors name, you got yourself a bad commercial.Billboards with so much information the little old lady driving 10 miles an hour couldn't read it.
I could go on and on.
One of my marketing heroes Roy Williams says it best, "I have never seen a campaign fail because they were reaching the wrong people, but I have seen thousands fail because they had really bad ads"
Really good ads need to start with a really good business with a story to tell. Then they tell the listener/viewer how their lives will be better by using the product. So, are your ads working?Stay Tuned!
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1 comment:
Steve, right on ! I heard the pizza ad and thought wow, there's a guy with a good marketing head on his shoulders. Wish we all had the guts to do that more.
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