One of the phrases I have heard from my customers about ads they have run in the past is "they never worked" or "people didn't seem to respond like I thought they would'. In my world an ad is supposed to "punch you in the forehead" in other words catch your attention right then and make you act or when you see it think oh yea, next time I am near them I need to stop as they have the best - price/service/value/selection - you fill in the blank. So I always asked for a copy and in most cases could see why right off the bat.
1) The offer in the ad was so small that unless you needed it right then there was no incentive to run to the establishment immediately. By that I mean $3.00 off a $30.00 purchase or 10% off any purchase off $100 or more. While a food restaurant may get away with the first offer since the consumer was probably going to eat there anyway a store that is 10 miles away is a different story. As people become smarter consumers and prices keep rising that $3.00 may not be worth the price of gas. As an example I shop my local groceryette if I need 3 or less items. Price there are $1 to $3 more than the grocery store 8 miles from my home. The savings in gas is worth it if I need more than 3 items. Grocery stores have what they call Leader Items - products they are selling at a great price to entice you in and while you are there they are hoping you but the rest of your groceries there too. If you can have a great Leader Item when the customer comes in you have the opportunity to sell them on additional items.
2) They had so much print or information in the ad that no one would read or listen to it. White space is essential - the simpler the ad the more effective. If you are a full service furniture store do you really have to say you have beds, dining rooms or easy chairs/sofa sets. NO! People expect that, I mean you are a furniture store. What makes your brands better. Are they solid wood? Do the have a lifetime warranty? What sets your store apart is what I am driving at here and that is what your ad needs to reflect. Having lots of information in a small ad may put older consumers off (and remember we are an aging population) as the font must be smaller to fit it all in or the offer is hidden in a myrid of superfluous wording.
3) Have a slogan or jingle that people can't forget. Two all beef patties, special sauce, ..............How many of you finished that without really thinking about it? The first run of commercials ran only a year and a half, going off the air in 1976. It was brought back for a short run in 2003 in a rapped version as background for their commercial. That is staying power and that is a catchy slogan/jingle. Again repetition is key...if your business puts the same message in marketing piece/ad people will soon tie the two together.
Next - Part two of effective ads
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