The average consumer sees about 5,000 ads per day. You can’t really escape them. And yet, we are all so busy, how many of those ads do we actually engage in? 10 or 20? And how many of those do we act on each day? 3 or 5? Advertising is truly ubiquitous, but is it all that effective?
There’s so much Crap Out there.
When I drive past billboards with tons of information, I laugh and think “what a waste of money”. Most times you engage in Outdoor ads, you’re driving 60 miles per hour, and the reality is you have 3 to 5 seconds.
Let’s try a few out and test your ability to digest ads.
Test #1: Read the ad below and count to 5.
How did you do? I got stuck on the dress joke. Did you get the brand name or what they actually do? Do you know the brand benefit or even the message? The only good news is you just need to turn left. But it’s a funeral home and not exactly an impulse purchase, so do you really need directions just yet?
Test #2: All of a sudden you are tourist, driving into a new town called Quartzside and looking for things to do. Take 5 seconds and read the ad below.
It almost hurts the brain doesn’t it. Maybe you want to know where the tourism office is. Did you pick up the directions? Yet, there’s two websites and a phone number. And a very odd picture of a camel that we’re not even sure why it’s there.
Test #3: The good news is that we know they sell houses. Take 5 seconds and read the ad. It stil hurts. Nice layout.
What’s the name of the real estate agent and what’s his phone number? Ummm, is he helping you to buy a house or sell your house?
One hard and fast rule: Advertising is not what is said, but what is understood. In this case, you’ve only got 5 seconds to communicate. I know it’s so tempting to jam everything into the precious ad space you’ve purchased. It’s hard to leave stuff out that I want to say. But keep in mind that with so many messages, if nothing gets through, then you’ve just wasted all your money. You have to prioritize your messaging: what’s your shout from the mountain and how do you creatively project that shout in 5 seconds?
Let’s Celebrate the Great Work that’s out there.
Break Through the Clutter but Don’t add your own Clutter: To break through in the clutter of 5,000 ads per day, the added creativity makes the media work harder and your return on effort much more efficient. And when someone engages your brand with a smile already on their face, it is that much easier to love your brand. Have fun with the media choice, and let the creative idea drive that media so that you can showcase what it’s like to experience your brand.
This McDonald’s billboard is incredibly simple, but also talks about the impulsive nature of McDonald’s. Once you decide you want to go, you just can’t get there fast enough. Perfect for the McDonald’s fans.
Kit Kat Transit Bench
If you are a fan of chocolate, this bench will certainly trigger an impulse to buy a Kit Kat. I am hungry just looking at that bench.
I love the creativity in the Hot Wheels ad below with the kid looking at the real cars on the highway below. The kid captures the emotional appeal of Hot Wheels.
And finally, this one takes some explaining, even though it’s a really simple idea. The floor of this elevator is a photo from thousands of feet above the ground which makes it look and feel like you are sky diving. Step into this elevator and as the elevator starts to go down you’ll start to feel the thrill of jumping out of a plane. For dare-devils, they’ll love it.
If you don’t love the work, how do you expect your consumer to love your brand?
About Graham Robertson: I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do. I have walked a mile in your shoes. My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke. I’m now a marketing consultant helping brands find their love and find growth for their brands. I do executive training and coaching of executives and brand managers, helping on strategy, brand planning, advertising and profitability. I’m the President of Beloved Brands Inc. and can help you find the love for your brand. To read more about Beloved Brands Inc, visit http://beloved-brands.com/inc/ Feel free to add me on Linked In at http://www.linkedin.com/in/grahamrobertson1