While reading through a trade magazine, I came across a competitor’s ad that read, “We don’t do fancy advertisements because you shouldn’t be expected to pay for the overhead. We have some of the most competitive… rates in the industry.” I thought this was an interesting take on advertisements. A lot of people try to go for the catchiest slogan, flashiest colors, boldest fonts, and generally try to wow you. I think this ad did its job just as well as the “fancy” ads: I took a moment to read it, I’m taking a moment to write about it, and I might be willing to see if they really are passing savings along to their customers. This particular industry is less concerned about frills than they are about functionality and meeting Federal standards, so a no-nonsense approach can be a winner in this arena.
Further, this ad reaches its target audience by speaking in a language they understand, with an offering that they care about. And, after all, isn’t that what ads are supposed to do? As a marketer and scrapbook-enthusiast, I tend to want to make everything “pretty”. But at the end of the day, I am really aiming to sell a product or service to my target audience. While it’s not my favorite ad, and it certainly won’t win any awards in the ad community, I must concede that this particular ad delivered their message successfully to their core audience.