Marketing Mishaps: The "I should hope so!" factor

Marketing Mishaps: The "I should hope so!" factor

 

A few years ago, I read an article offering advice about how to be an "exceptional" employee. This was before the big stock market crash of 2008 that precipitated the recent unemployment surge, but presumably intending to guide folks toward keeping their jobs, nonetheless. The advice contained suggestions like:

• Be on time for work.
• Dress approrpiately.
• Know where all your files are, so that when the boss asks for them, you can hand them to him/her immediately.
• Don't use work time for personal matters.

I am not kidding or exaggerating — these were the tips this writer offered about being an exceptional employee. Of course, my first reaction was, "Are you serious?! This is the very least someone should do to be an ADEQUATE employee, one who receives a check next to the 'Meets Expectations' box on those infernal reviews."

Well, these sorts of "I should hope so" episodes are not limited to advice articles. Sometimes you find them in companies' marketing materials, and there's no quicker way to blend in with the crowd.

Yesterday I saw a bus stop ad for a law firm. The main message of the ad was, "WE WIN CASES!" Immediately, I thought to myself, "Really? Isn't that what you're supposed to do? And how many cases do you win? 20 percent? 30 percent? 90 percent?"

To their credit, they had a fairly small space in which to work. However, what they gained in space they sacrificed in a compelling message. What if they changed their message just a bit, to say instead, "We win cases other firms won't take"?

This happens more than you may realize. Have you seen ads for bedding companies that tell say, "You'll sleep through the night on our mattresses"? Or hotel promotions that emphasize their "clean, comfortable rooms"? Isn't that the least you expect from a mattress or a hotel room? I suppose it's a slightly different matter whan an airline brands itself as the "On-Time Airline" because the industry standard is to seldom be on time — but even so, isn't arriving on time a pretty average expectation? It's kind of like saying, "We screw up less than everyone else in our business."

I once saw a brochure for a summer camp. This was a glossy, full-color, 12-page booklet touting the beautiful location and all the exciting activities children would experience at this $2,000/week camp. Then came the testimonials, which said things like, "Little Bobby had so much fun and made lots of new friends!" Again ... seriously?! Isn't that the least you should expect from a summer camp? How is that in any way compelling to a parent?

It can be difficult to stand out in  a crowded field, but mine your features, benefits, and characteristics until you hit on what really makes you unique and different from everyone else — and then promote THAT.

Location.
Price.
Success rate.
Specializations.
Length of time in the business.
Green technology.
Additional apprecaited by unexpected offerings.

Whatever you do, avoid using words that will make people think, "Really? Isn't that the least this company should do?!"

f

Until next time — happy marketing!

____________

I invite you to do 2 things next:

(1) Visit Marcie Brock - Book Marketing Maven and subscribe for twice-weekly book marketing tips and strategies.

(2) Visit my Facebook page — and "Like" it if you like it!

Marketing Mishaps: Using TOO MANY FONTS on a single mailer

Marketing Mishaps: Using TOO MANY FONTS on a single mailer

There's an old rule of thumb when it comes to designing an ad, mailer, or other marketing piece that involves copy: unless you are a very gifted graphic designer, limit yourself to TWO fonts. In case you doubt me, here it is from the Creative Marketing Guru blog: 

Why It's Ugly

Too many fonts. Use only 2 fonts per marketing piece, max. Change in a typeface signals a change in function or purpose - restrain yourself!

Care to see an example?

This mailer fails on a couple different levels, but the fonts are the most immediately noticeable, because it doesn't stop at 2 fonts, or 3 fonts, or even 4 fonts. It goes all the way to FIVE fonts on one smallish piece of paper. It's just too much.

For one thing, the message looks disjointed and disorganized. Additionally, the fonts don't really represent what they were apparently chosen to describe. For example, the BIG is much bolder than the BOLD. And that BOOMING looks more like boomeranging to me. Lastly, the main font - the one meant to convey details such as the date and call to action - is unnecessarily difficult to read.

Other Mishaps

Another problem with this mailer is the Web site. Go back to the image above and see if you can locate the Web site.

Don't feel bad if it took you awhile ... the Web address is utterly lost in the middle of that challenging font, with no space around it or other reference to it.

The final problem for this one little mailer is that the image appears inconsistent with the message. It references a "Hollywood Event," and yet the background picture more readily depicts a Hawaiian beach than a Hollywood event. Do a Google images search for Hollywood and the first five results are the famous Hollywood sign; the next three are stars on the Walk of Fame.

There is a reason graphic designers and advertising copywriters command big bucks: They know what they're doing! That is not to say you MUST hire an expensive pro for your ad campaign to succeed. However, IF you are going to venture into the design world, I highly recommend that you get some education first. The following are a few books that were recommended by Dexigner, an international design links directory.

Basic Brochures

Direct Mail Design

The Best Advertising and Design in the World

May the graphic design and copy writing force be with you!

Marketing Mishaps - Oops, we forgot to put our LOCATION on our billboard!

Marketing Mishaps - Oops, we forgot to put our LOCATION on our billboard!

Marketing specialists have many different ideas of what's most important when it comes to reaching your audience. Mine is this: MAKE IT SIMPLE!

The other day, I passed a billboard for a new Italian restaurant in Phoenix. These people obviously threw down some serious cash for this ad campaign - it's a large billboard, located on a prominent corner. And though it's the only one I've seen, there may be others.

What was on the billboard?

• The name of the restaurant, in large letters.
• A large art deco-style graphic of a martini glass
• Their Web site

That's it. No address. No location. Not even a hint as to where this place is located. But they want me to visit, right? Immediately, I figured the location must be directly under - or in very close proximity to - the billboard itself. Why else would they fail to include the location? No - the restaurant is nowhere in the immediate vicinity of the billboard.

So ... these folks are counting on several things that are unlikely to happen:

1. Readers of the billboard without instant Internet access will REMEMBER the Web site.
2. Readers of the billboard without instant Internet access will REMEMBER to look up the Web site.
3. Readers of the billboard without instant Internet access will CARE ENOUGH to look up the Web site.

Those are three huge assumptions, especially when it comes to spending the kind of money a billboard costs. [On average the cost for artwork and installation of the media on the billboard is $3,000; advertising rates depend on impress level, ranging from $5,000 to $500,000 (the higher the qualify of the artwork and the larger the demographic group, the higher the price); minimum contract is usually 16 weeks.]

I'd be interested in knowing what kind of response rate this particular restaurant receives. Speaking of which, what are the chances they're asking new diners how they heard about the restaurant? Probably pretty slim.

Marketing is not rocket science. But it does involve thinking and consideration of the end user's perception and reception. Overlooking the obvious is a freqent mistake of novice marketers. We'll touch on other ways marketers overlook the obvious in upcoming posts in this series.

Have any feedback? Drop a comment below!

Other Posts in This Series

Oops, we forgot to put our LOCATION on our billboard!

We're moving our physical location, so we've STOPPED taking orders!

_______________________________________

Sign up today for Laura's next workshop, Brand Yourself & Build Your Business. Or e-mail your marketing or design questions to Laura.
.
.