It’s simple – a clear, important message.
Great advertising has a clear, understandable message that is important to the target audience.
Terrible advertising doesn’t. Either the message is not clear, or is not important.
Here is a fantastic ad for Kimpton Hotels
The message is clear – we care and provide amazing, personalized service. The ad is fun, catchy, sharable and appeals perfectly to the target audience – people who want boutique hotels with a service focus.
Importantly, the ad sets up a real point of distinction between Kimpton and their competitors: unmatchable service… “Who does that?”
The Kimpton’s video is also connected with a hashtag campaign #whodoesthat and #KimptonKarma and is part of a strategy that connects reward points with ‘engagement’, not just room bookings. Sharing your hotel experience on social media or using the hotel facilities during your stay can earn you extra reward points. Apparently there are hundreds of ‘customer behaviors’ that the hotel can take into account in creating reward treats for their guests.
Here is an example of a terrible ad for Toshiba’s new Click series of tablets/laptops
So much money spent on this and for what? The ad is instantly forgettable except for a couple of yuck factors: Using the back of your tablet as a food chopping board and the bit where the tablet drops through the lady’s head. Both made me shiver a bit.
What was the message? You can unclick your screen from the keyboard? This device fits into all aspects of your life?
The copy “unleash yourself” suggests that we are somehow tied up by having our screen attached to the keyboard, yet none of the scenarios that they show in the ad actually demonstrate a real use for a separable screen and keyboard.
Finally, there is nothing to differentiate this product from any other brand of tablets, light laptops, or combo tablet/laptop. Microsoft, Dell, Lenovo, Asus etc all have similar products.
Making great ads
… is hard work. There is creativity, luck and timing involved. But it starts with the basics – understand your audience and what is important to them, define how your product solves their pain, illustrate the difference between your product and your competitors.
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