An Applebee’s ad in a local newspaper was an excellent example of mistakes made buying advertising. The ad was three column inches wide and three inches high. Across the top in capital letters was a headline, “Menomonie Applebee’s Gets a Full Makeover.” Three small pictures were stacked one above the other along the outside of the ad. The inside of the ad contained two and a half columns of information in very, very small type. I guessed the size to be two point. In contrast, you are likely reading this Insight in eleven or twelve point type.
I readily admit that I am an unusual consumer of advertising. That’s why I took the time to read the teeny-weeny type of the ad.
The first and second paragraphs stated the Applebee’s location closed for three days to undergo a complete transformation. New light fixtures, carpet, booths, chairs, and wall decorations were installed inside while new signage and window awnings were changed outside. The general manager was quoted that this was done for a “Wow effect”.
The third paragraph detailed the changes in the bar area with a sleek bar, more TVs, and booth seating. Murals of the area and local sports teams were added, too. This paragraph also ended with a quote from the general manager who stated all this was done to “show the community that Applebee’s is still your neighborhood grill and bar.”
The final paragraph said to “stop in and see the new look” followed by the restaurant’s hours.
What mistakes were made in this ad?
While I was very glad to see an actual headline, putting that headline in all capitals was not smart. All capitals are hard to read. Upper and lower case is easy to read and much more inviting to the reader.
Using two point type was a size that customers will not read. They might glance at the headline, but they would not read the two-point-type wording. As I read the small type, I wondered if this was a press release that Applebee’s could not get printed in the main section of the paper. In frustration, the store manager squeezed the release into an ad.
As to the content of the ad, I don’t think customers care. Yes, the business spent a great deal of money upgrading and changing the décor, and, yes, restaurants need to do that at particular intervals. Yes, management gets bored with the same old décor and is proud of the change. However, what’s in it for the customer that the décor has changed?
The principal reason customers go to a restaurant is the food. A nice décor is a plus, but, if the food is not good, a nice décor will not bring in customers. Applebee’s would have been much wiser to have promoted the food first and the décor second.
Whenever you tell customers of a change which is not the main reason customers frequent your business, promote “What’s in it for your customer” first. Look at the change from your customer’s point of view, not yours. Reinforce their reason for doing business with you. That is the best way to generate the most revenue from the change.
This week's marketing trivia challenge is How have you seen a change promoted? E-mail me your answer.
I readily admit that I am an unusual consumer of advertising. That’s why I took the time to read the teeny-weeny type of the ad.
The first and second paragraphs stated the Applebee’s location closed for three days to undergo a complete transformation. New light fixtures, carpet, booths, chairs, and wall decorations were installed inside while new signage and window awnings were changed outside. The general manager was quoted that this was done for a “Wow effect”.
The third paragraph detailed the changes in the bar area with a sleek bar, more TVs, and booth seating. Murals of the area and local sports teams were added, too. This paragraph also ended with a quote from the general manager who stated all this was done to “show the community that Applebee’s is still your neighborhood grill and bar.”
The final paragraph said to “stop in and see the new look” followed by the restaurant’s hours.
What mistakes were made in this ad?
While I was very glad to see an actual headline, putting that headline in all capitals was not smart. All capitals are hard to read. Upper and lower case is easy to read and much more inviting to the reader.
Using two point type was a size that customers will not read. They might glance at the headline, but they would not read the two-point-type wording. As I read the small type, I wondered if this was a press release that Applebee’s could not get printed in the main section of the paper. In frustration, the store manager squeezed the release into an ad.
As to the content of the ad, I don’t think customers care. Yes, the business spent a great deal of money upgrading and changing the décor, and, yes, restaurants need to do that at particular intervals. Yes, management gets bored with the same old décor and is proud of the change. However, what’s in it for the customer that the décor has changed?
The principal reason customers go to a restaurant is the food. A nice décor is a plus, but, if the food is not good, a nice décor will not bring in customers. Applebee’s would have been much wiser to have promoted the food first and the décor second.
Whenever you tell customers of a change which is not the main reason customers frequent your business, promote “What’s in it for your customer” first. Look at the change from your customer’s point of view, not yours. Reinforce their reason for doing business with you. That is the best way to generate the most revenue from the change.
This week's marketing trivia challenge is How have you seen a change promoted? E-mail me your answer.
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