For many small business owners, advertising feels like flushing dollars down the drain.
The key to strong advertising results isn’t a good plumber. It is giving buyers the information they need to make a decision. Advertising messages that convert highlight a problem and show how your product or service is the solution.
Advertising does not have to be an elusive process. While creativity plays a role, common sense messages go a long way when bringing in new customers. When prospects understand how your product or service meets their need, they will seek you out to discover more.
Source: AdSoft Direct
Advertising messages that address a problem can be creative and catchy.
Do you remember Wendy’s ad, “Where’s the beef?”. This ad targeted competitors and addressed a common issue faced by consumers. The ad featured tiny burgers and large buns. Wendy’s creatively pointed out that they offer better burgers with more meat than the competition. For businesses that are in a competitive industry, pointing to value allows you to compete on issues other than price. Wendy’s targeted what mattered to customers with creative messaging that worked.
Exterior of a Suburban House — Image by © Royalty-Free/Corbis
Words aren’t the only thing that matters when it comes to problem/solution advertising.
Febreze’s “Get your home back” campaign featured a large dog in a home. The strong imagery immediately makes the problem clear to pet owners… Febreze keeps your home from smelling like a dog house! The advertisers didn’t use the words “pet owner,” “dog house,” “smell” or any other obvious language. The creative imagery captures the viewer and the slogan, “Get your home back” showcases Febreze as the solution.
Febreze’s “Get your home back” campaign targeted a specific consumer group, pet owners. Similarly, Delta and Tinder partnered to create an ad that targeted a particular consumer group within their shared target audience…singles.
Source: Ad Week
Delta and Tinder, created an ad that addresses a problem for singles, being “swiped right.” For anyone not familiar with the dating app, Tinder, “swiping right” means you are interested in someone. This creative problem/solution ad used the message “World travelers are more likely to be swiped right” along with images of unique destinations around the globe. The advertisement shows that when singles travel with Delta, they are more likely to find a partner.
Not every small business has a marketing genius at their fingertips. However, common sense tips can help you create adverting messages that convert. Identify a specific problem that your product or service can solve for your target audience, then get creative.
Transit advertising allows businesses to take their creative brand messages to the streets. These rolling billboards help unique ads make a significant impact. Whether you provide an advertisement or need one created, our team will optimize your ad for this large format medium. Transit ads are more cost-effective than other large format ads. Businesses can receive multiple transit ads for the cost of one billboard along with no premium for targeting key areas of town.