I am excited to share with you that I am finishing my new book, Mistakes I Made Buying Advertising, and hope to have it out in January. In writing this book, I have been surprised with unexpected insights. I watched an example of one of them in a local commercial the other day.
The commercial was beautifully produced for a local winery. While showing a person walking through rows of lush green vines, the announcer said, “Why travel to Napa when you can enjoy the complete wine experience right here in Wisconsin? Come enjoy the complete wine experience at our winery.”
The next scene followed a customer walking through a spacious, richly-decorated showroom. The announcer continued, “Award winning wines, award winning staff, and beautiful views await you.”
True to the announcer’s line, the scene switched to two people sitting outside on a sunny summer day looking out over the vineyard. The view was so attractive that I wanted to go there. The scene dissolved into a glass of wine with lush green vines in the background. The writing on the screen stated: Tasting room open May - December. Visit on the web. The announcer commented, “Come experience Wisconsin wine country at our vineyard.”
This was an attention-getting, beautifully-produced commercial which delivered its message well. What is my problem with it?
It’s December!
Looking outside, I know that I cannot see lush greenery now. I cannot sit outside and experience Wisconsin wine country. I cannot walk through rows of grape vines. This commercial is tempting me of summer when the season is on the verge of winter. The commercial’s message is wrong for this time of year.
I know why the vineyard ran this commercial. Here is the scenario. The television sales person offered an irresistible package deal. The person buying advertising for the vineyard rationalized that the deal fit right in with the business’s push for Christmas sales. However, that person either did not have time or did not want to pay to produce a new commercial. After all, why throw out more money in production when the air time was a deal?
In buying the air time, the vineyard person made several mistakes:
Instead of supporting the push for Christmas sales, the commercial distracted the potential customer and made her wish for summer. Instead of suggesting the gift of wine, the commercial proposed visiting a vineyard. Instead of inviting her to an indoor tasting, the commercial had her daydreaming of sitting in the sun and drinking a glass of wine.
The message was completely wrong.
At this time of year, showing summer does not get viewers’ attention. For those longing for the summer sun during these gray days, seeing these attractive vineyard scenes may be irritating or depressing. Worst of all for the vineyard, running this commercial will not contribute toward selling wine for Christmas.
The vineyard would have been better off saving the dollars spent on this schedule.
Get the most out of your advertising. Before you buy advertising, know your message and make it your ad’s content.
The commercial was beautifully produced for a local winery. While showing a person walking through rows of lush green vines, the announcer said, “Why travel to Napa when you can enjoy the complete wine experience right here in Wisconsin? Come enjoy the complete wine experience at our winery.”
The next scene followed a customer walking through a spacious, richly-decorated showroom. The announcer continued, “Award winning wines, award winning staff, and beautiful views await you.”
True to the announcer’s line, the scene switched to two people sitting outside on a sunny summer day looking out over the vineyard. The view was so attractive that I wanted to go there. The scene dissolved into a glass of wine with lush green vines in the background. The writing on the screen stated: Tasting room open May - December. Visit on the web. The announcer commented, “Come experience Wisconsin wine country at our vineyard.”
This was an attention-getting, beautifully-produced commercial which delivered its message well. What is my problem with it?
It’s December!
Looking outside, I know that I cannot see lush greenery now. I cannot sit outside and experience Wisconsin wine country. I cannot walk through rows of grape vines. This commercial is tempting me of summer when the season is on the verge of winter. The commercial’s message is wrong for this time of year.
I know why the vineyard ran this commercial. Here is the scenario. The television sales person offered an irresistible package deal. The person buying advertising for the vineyard rationalized that the deal fit right in with the business’s push for Christmas sales. However, that person either did not have time or did not want to pay to produce a new commercial. After all, why throw out more money in production when the air time was a deal?
In buying the air time, the vineyard person made several mistakes:
- Buying advertising for the wrong reason, a good deal;
- Buying advertising without knowing my message;
- Buying advertising in the wrong sequence;
- Buying advertising without a clue as to the ad’s content;
- And a couple more.
Instead of supporting the push for Christmas sales, the commercial distracted the potential customer and made her wish for summer. Instead of suggesting the gift of wine, the commercial proposed visiting a vineyard. Instead of inviting her to an indoor tasting, the commercial had her daydreaming of sitting in the sun and drinking a glass of wine.
The message was completely wrong.
At this time of year, showing summer does not get viewers’ attention. For those longing for the summer sun during these gray days, seeing these attractive vineyard scenes may be irritating or depressing. Worst of all for the vineyard, running this commercial will not contribute toward selling wine for Christmas.
The vineyard would have been better off saving the dollars spent on this schedule.
Get the most out of your advertising. Before you buy advertising, know your message and make it your ad’s content.
No comments:
Post a Comment