Ads that are unlikely to work

A few pointers that we come across time and time again. Please don�t take offence if you think we�re alluding to you. We do try to give advice to advertisers when we think their marketing plan is unlikely to work. (Marketing plan � are you kidding!!!)

These points are well documented in marketing advice given by top marketers in North America and Europe. We�re not making these up. Ignore them at your peril!

One-off ads � Although people see it, they rarely respond immediately. They often look in subsequent issues to find the ad they vaguely recall, then when they can�t find it, call the Adscene directly asking what the advertiser�s number is. We don�t have the time to go wading through previous editions to help an advertiser who doesn�t understand the basics of marketing and won�t listen to well-meant advice. If you are an advertiser thinking of placing a small one-off ad, don�t do it! You�d be better off using the money to buy a couple of Presidentes and enjoying them!

Cramming too much information into a small ad � White space can be your friend. When an ad is overly cluttered with too much text and too many points, the eye naturally avoids it. Maybe we�re all just a bit lazy, but your eye is drawn more to ads where the main point clearly sticks out, and there is enough space around it.

Saying too much � While your business maybe the best at this, and offer great prices, and the best service on the Island, and the biggest range of products, and so-on and so-on, it�s usually too much to get across in one advert. You can get much more �bang for your buck� (effect) by selecting just one primary point and hammering it home. That way the ad will stick in peoples� minds better.
You can always rotate ads, and promote a certain aspect each week.

Ads that never change � Consistency is good, but ads that never change lose impact on a customer base that sees the ad repeatedly. If you are mainly aiming at tourists of which there are a new batch every couple weeks, then this is not so important, but it's still worth considering.
You�ve all heard of Geico auto insurance? Now they advertise a lot, but rather than just say �15 minutes could save you 15 per-cent or more�, (or whatever exactly it is they say), they use a humorous scene to make the ad attractive to people who have already heard of Geico. Rather than subconsciously switch off and ignore the ad, you accidently allow yourself to be drawn in and avidly watch yet another Geico ad. Assuming you are eligible for Geico auto insurance, one of these days, you will call them!

Ads that don�t move � No, we�re not talking about animated pictures, but rather, ads that don�t move the reader to action. If your ad says for example, �We sell real-estate�, or �We are a restaurant�, it doesn�t encourage readers to call you. Most people know there are tons of realtors to choose from here and a good selection of restaurants.

A good ad will make a point that will settle in the reader�s mind and prompt them to give that business a call. For example, a realtor might say that they have some specific condos at an unusually good price point; or that they have a particularly motivated buyer; or they will pick you up from and drop you off at your hotel for viewings. Don�t assume that all readers know this � they don�t.

A restaurant can do well by explaining their unique aspects. Yamazato in Cabarete specialize in sushi. Their ad makes that quite clear, and if you�re partial to sushi once in a while, like I am, their name will be the first one that springs to mind. As their ad is in every week, their telephone number is easy to find.

Just saying that you are a realtor with lots of listings or a restaurant with a range of dishes is unlikely to get people knocking down your door. Make it interesting! Create a USP (Unique selling proposition). Say why people should try you out rather than your competitors.

Another idea which many different types of businesses can use is to include a discount coupon so you can track how many people have directly responded to your ad. You may have noticed that some advertisers are doing this. Why? Because it works.

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