Following a delivery truck, I became intrigued with the beautiful advertising on the vehicle’s back panel. Luscious green apples on a gleaming kitchen counter certainly caught my eye. What was this an advertisement for? Was it a food delivery service, a new café, a kitchen makeover business? I could think of several scenarios perfect for the advertisement. I looked for a tagline and a website address, I was sure I would find at the bottom of the ad, but there was none. I would have to note the phone number and call later. The area code was clear enough. So were the first three digits, but missing were the following two digits. Then traffic intervened and the truck was gone and so was my opportunity to find out what the photo represented and who it belonged to.
The photo in scale, color and sophistication was an eye-catcher, but with an obscured phone number (the two digits were probably worn off by opening and closing the back panel) whatever meaning it was to have was lost — at least for those travelers behind the truck. I’m hoping that somewhere on the sides, if there were photos as nice as on the back, a lot more information was available for those people interested enough to take notice.
Somewhere out there is an advertisement that a business took a lot of time and money to create and execute, but ignored the obvious important message. If you can’t identify the business and you can’t contact them, what was all the effort for in the first place?
It sounds so simple to emphasize the essentials in marketing strategies — product and branding, but how many times are we as consumers confused or frustrated by promotions and advertising which fail to give the important information upfront and with clarity. To be sure, there are some advertising campaigns with a teasing strategy to keep you guessing, but when consumers have a split second in today’s world to either stop and consider, or keep on walking, you had better be able to establish your brand and make sure the essential contact information is prominent.
Many entrepreneurs think a brand is simply a great logo. And while a great logo can be memorable and serve to pull in potential buyers, establishing a brand for your company is about establishing an overall essence of what you are about and why your product or service is the best compared to all other competitors. And, with that strong message, include the information in a format that inspires consumers to come to you, to visit your store, to shop at your market stand, or buy from your farm. If a consumer has to stop and hunt for even one vital piece of information, you are in danger of losing that potential sale.
Take some time to review all your marketing strategies to be certain you are projecting an exciting and inviting image as well providing consumers with essential information. Go over each type of advertising and promotion you utilize and put yourself in the role of a consumer trying to make a decision on which company to buy from. Is your branding message easy to understand and reflective of your unique business? Will the consumer be able to find you in looking at any one piece of promotional materials in print or online?
Unless I see that truck around my neighborhood again, I may never know what that advertisement was all about. I was ready to call and find out, but lost my chance. Today’s marketing environment is challenging enough without letting a potential customer get away. Do not ignore the obvious when it comes to finding new customers and building brand loyalty. These are the essential factors of a successful business venture.
This information is for educational purposes only and should not be substituted for professional business or legal counseling.