Friday Fix #3

When placing an ad in a local publication, smaller companies often leave much of the design work in the hands of the publication's on-staff graphic artist.

This is so because smaller companies can't afford to keep staffed an in-house advertising team of their own; by outsourcing the work they are afforded two irresistable benefits:

1. Increased convenience. 2. Decreased price.

However, a problem exists.

Graphic artists aren't aware of the psychology that must be threaded through every ad; they enjoy a proclivity for ads that are "pretty" rather than ads that sell you a service or move products off the shelves.

Another problem that goes along with contracting the work of a graphic artist wearing an advertiser's hat: the ad misses key points that wouldn't be overlooked by a person making sure of more than just the right typeface.

This brings us to today's Friday Fix, or that of a current Smart System Plus ad.

Have a look:

(-) The Cons.

[1] Instantly, one notices that the logo in the top-left corner is hard to decipher. The way the text has been stacked, the company name reads, "Plus Smart Systems." Only once the website's URL is read on the bottom of the ad, does one realize that this isn't the case and that the company is Smart System Plus.

[2] The ad lacks any semblance of a headline or statement of purpose other than "Bundle these products & save!" Images alone are not enough to hook the reader.

[3] The ad appears with white text on a black background. Readership suffers when this occurs.

[4] Three images appear as the ad's focal point(s). Unfortunately, two of the smaller images weren't sized correctly and appear severely compressed.

(+) The Pros.

[1] The ad isn't saturated by text copy or special offers. It's mildly attractive and laid out well.

[2] The various services offered by the company are presented in an orderly list; easy to read.

[3] There's a hint at a call to action: "For more informaiton or a free estimate call ..."

(-/+) Overall.

Not a total fixer-upper, but certain elements are lacking. This type of ad would do well with before and after shots and a testimonial or two from a satisfied (or repeat) customer. Smart Systems Plus should have traveled the, "Need Extra Space?" avenue. Headlines work. Ask newspaper editors.

Successful Customer Retention

Shortly before traveling to Greer, AZ this past weekend for my brother's wedding, I had my car serviced at a neighborhood auto service center.

I went in for an oil change on Thursday -- was successfully upsold on two services -- and returned from Greer to some noteworthy marketing materials sitting in my mailbox from the same auto center on Monday.

I was impressed with the mailing for the following reasons:

[1] Mailed to me were two identical index cards.

So what?

Seeing a $10 off  coupon as part of the offer, I immediately viewed the duplicates as a chance to gift one to a friend.

[2] The cards were thick and glossy -- a point I've contended for a while when arguing against settling for the cheapest business cards possible.

So what?

I firmly believe prospects are less likely to throw out your mailing (or business card) if the paper is thicker.

[3] The coupon's expiration date gave me ample time to add miles to my car and return for an oil change in a realistic time frame for a not-too-costly service. 

So what? 

It's easier to sell a new customer early in the "dating process" on a cheap oil change than it is the daunting commitment of a transmission replacement.

[4] The card's marketing message was personal.

So what?

The card thanked me for my business, told me their corporate story and highlighted their affiliation with the Better Business Bureau, mentioned the make and model of my car, and most importantly, spelled my name correctly.

[5] Their offering concluded with contact information which prompted me to act.

So what?

The contact information on the bottom of the mailing spoke in clear and deliberate language. It read: "Make an appointment at _xyz_ or call (_#_) _#_-_##_."

Every sales offer needs to end with a swift call to action. In other words, how matters just as much as what.



Friday Fix #2

In today's economy, many labor company owners find that construction projects of any kind are hard to nail down.

So too, a slowing trickle of money where a stream used to flow means that the market for pool construction in the Valley of the Sun remains a competitive one. Stakes are high when water levels get low.

Companies must work wisely to hone their marketing messages when trying to convince prospects that a custom pool or oversized Jacuzzi is their ideal next purchase.

Above all else in this industry, benefits of an improved lifestyle must be vocalized, not just product features.

Seen below is a recent ad by Tribal Waters.

(-) The Cons.

[1] Printed on a black background, the ad immediately appears hard to read. Countless studies show that white lettering printed on a black background are half as effective (in customer recall) as black lettering on a white background.

[2] The only overt benefit offered to the reader in this ad is, "beat the  heat," a claim made by thousands of companies in hundreds of industries each year. It appears they sell custom acrylic therapeutic spas; why not play up their therapeutic advantages?

[3] A slew of errors: missing apostrophes, stray commas, improper (and inconsistent) capitalization.

[4] An offer for a "free hard dig" appears. The offer would be made exponentially more effective if surrounded by a dashed box to resemble an actual coupon. Make the customer feel as if they've won something.

(+) The Pros.

[1] They've included mention of a industry-related award. However, one would have to really strain to read it. People read with a passing glance -- they're not studying for a test.  

[2] The location, phone number and website are clearly marked. Although, there is no city listed, just a street address.

(-/+) Overall.

In a world where consumers vote with their dollars, this ad proves not good enough. The colors are dark, the offers made are not enticing and their marketing messages focuses on what not why. A flawed philosophy in a "luxury" industry.

Birds of Prey

My attention to birds and their wide range of behaviors has been piqued since witnessing a mid-air fight between two falcons during my ascent to the very top of Four Peaks (just outside of Fountain Hills, AZ).

Of recent and particular interest to me is the grackle, a bird full of personality, pep and a general zest for life. Dressed in tailored, shiny black coats, grackles can be found foraging on lawns and fighting in the company of females (like many of the men I know). 

Unlike other members of the animal kingdom (and half of the business world), their bellies don't roar with hunger. To them, survival is plenty. Grackles don't hunt for food, they run into it.

Last week, I witnessed a grackle different than others I had studied. From the moment this bird noticed its prey -- a grasshopper in this case -- it stalked it tirelessly and exhausted all options in chasing it down.

When the grasshopper pivoted, the bird piloted a new flight plan. A new attack.

When the grasshopper jumped, the grackle dove.

When the grasshopper leapt for the tall grass, the bird wisely countered.  

Throughout the hunt, the grackle stayed low, kept its hopes high, and in the end ... achieved nothing. The grasshopper slipped away through a series of high-arching hurdles.

At that moment, the difference between businesses who play offense versus defense availed itself to me.

Companies must remain proactive at all times. They must view the marketplace as a living, breathing, ever-evolving challenge. Problems arise quickly. Responses must come faster.

One must strive to look to the Heaven for thanks, not for help. You must become a self-sufficient bird of prey, not an overly-reliant bird of "pray."

How?

Despite a computer- and machine-driven economy, you must learn to take your work personally. Every day.

It is only when you give all of yourself through grueling work and late nights that you can understand the full value of a profitable fourth quarter, a cost-of-living raise, or a corner office with a view ... of birds.

Friday Fix #1

We're proud to unveil a new and enlightening segment here at BrightBlog this summer.

Dubbed Friday Fix, the segment will be that of equal parts public outreach and public humiliation. We think it ... tough love.

Weekly, one advertisement will be pulled at random and have its inefficiencies put on display.

A note to those in favor of discretion: company names and phone numbers have not been omitted since the ad was designed with public consumption in mind.

Without further ado, this week's spotlight:

(-) The Cons.

Starting clockwise:

[1] Because of the grid-like layout, the ad reads like four different ads; a fatal mistake since separation from nearby ads is difficult enough.

[2] The ad begins with all capital letters and is made nearly impossible to read with the selected font and lettering that varies in height.

[3] The grass is apparently, "Always Green," but how is it always "Livable"? Do they mean "alive"?

[4] There is a problem with the agreement in the text. It should read: "Never ... mow, water, fertilize, ... Ever, ever again."

[5] The oversized logo in the bottom right-hand box is that of a product the company carries, which wouldn't be entirely bad if it weren't for the fact that the actual advertiser's logo is nowhere to be found (only its name in small print).

[6] The price reads, "as low as $4.95", but no measurable unit is provided. Does the price refer to to square footage? Square yardage?

[7] An asterisk appears in the bottom left-hand box, near the price of "$300-$600" but a matching footnote is nowhere to be found. Also, instead of providing a range of a $300 difference, the text should have read, "... as little as $300", and omitted any mention of the $600.

(+) The Pros.

[1] If you read the ad starting in the upper left-hand box, you are immediately faced with the open-ended question, "Has your pool deck seen better days?" Such an approach works to involve the reader.

[2] The boxes on the left-hand side display before and after images of a once decrepit pool deck that has been transformed; research shows that before and after displays work well to build consumer confidence.

[3] Good use of bullets throughout the ad help keep the information flowing.

[4] Some of the bullets mentioned in [#3] help to assuage some expected consumer fears: "Fast. Affordable. Professional. Hassle Free."

(+/-) Overall.

The marketing message is muddled and confusing. A typical reader wouldn't know where to begin reading the ad -- due in large part to its aesthetic shortcomings. In short, this ad for pool decking and synthetic grass doesn't cut it.