Battle of the Big Birds, Airline’s Ads Reviewed

All three of these airlines use appeals to prestige and target frequent business travelers, upper middle class and higher income levels. They’re targeting not your family-vacation-occasional-flyers, but those who need and expect a comfortable experience when traveling regularly.

Delta

Delta’s ad features its Business Elite cabins. The main copy is enticing, “Choose between an aisle seat and an aisle seat.” This quickly conjures up those times when I’ve flown and gotten “stuck” next to people I never would’ve chosen as a seat mate. The copy goes on to explain how sleeping on a plane can and has been improved so business travelers are more rested when they arrive on the other side of the world.

Korean Air

The image is the focus on this ad for Korean Air. An attractive woman sits on a floating feather. The actual seat is smaller and lower on the page. Korean Air promises the Prestige Sleeper Seat will have you never wanting to leave. I like the image, but this seems slightly unrealistic to expect business travelers to believe.

British Airways

When I speak to marketing classes one thing that I try to impress upon my audience is the fact that their unique selling proposition need not deal directly with the product/service. There is no plane or seat in this British Airways ad. What you see is a precariously stacked tower of wine glasses arranged to resemble the plane’s tail. The content discusses how wine tastes different at high elevation. Sell by highlighting what makes you different.

Thoughts? Are you a business traveler? What airline do you prefer? Why?

My Second Favorite Jimmy and Men Who Clean: Ads Reviewed by Terra L. Fletcher

Jimmy John’s

I finally tried Jimmy John’s a few months ago. (I don't eat out much. I like to cook.) I picked up a couple pieces of swag while at the restaurant. I don’t know if I’d put this bumper sticker on my car. (Ok, I know I won’t.) But I do believe in stickers as marketing tools.

I love the button. I’ll surely wear this next time I’m in New York City. (Last time I was there I didn’t get to see my favorite Jimmy, Jimmy Fallon. Next time I’ll be sure to get in for a taping of his late night show.) I like that the Jimmy John’s gets the marketing concept of highlighting a strong USP. They highlight the speed of service. Remember, your USP does NOT have to deal directly with your product. Your differentiation can be service-oriented.

Mr. Clean

 

What woman wouldn’t notice this ad? I just wonder if it appears in men’s interest magazines as well (probably not). But the bright color and brilliant copy work! “The only thing better than a man who cleans is a man who smells great doing it.” Amen.

Have an ad you’d like reviewed? Please email it to terra@fletcherfreelance.com.

Marketing Materials that Get a Second Look: GoToMeeting, Ultimat, and Worldwide ERC

GoToMeeting

 “The only thing missing is a handshake.” I bet that line of copy got a lot of discussion at Citrix and the ad agency that worked with them. Businesspeople know how important a handshake is. But half an ads job is to get your attention. The smaller copy sells you on the idea that you can instantly collaborate face to face with GoToMeeting.

Ultimat

 

This vodka ad does a great job at appealing to prestige and tells you “you deserve this,” in an indirect way. The copy, “Find balance. Find Ultimat.” Insinuates that all work and no play makes for a very dull person.

Worldwide ERC

You might be surprised by what caught my attention in this ad. It is the way the woman is pictured, specifically her long hair. I have long hair and sometimes feel it’s viewed as “unprofessional” especially when it was as long as this woman’s. The primary message of this ad is that businesses require the talent they hire to relocate and that employees expect flexibility, specifically with mobile work possibilities. The main copy of the ad is written more like a news article and less like a sales pitch. Though the page clearly says, “Special Advertising Section” at the top, the best marketing is still marketing that doesn’t look like marketing. 

What ads have made you take a second look? Please share in the comments below.

Alternative Marketing that Captures Attention

Many of my regular readers seem to appreciate my Ad Reviews. Today’s features too are marketing communications in their own right. This week enjoy the subtle marketing changes or techniques that made these products winners on my list.

 

Justin Case

Wandering aisles of camping supplies this attractive, and well named emergency kit caught my eye. (I always thought Justin Case would be a great name for a boy.) The alternative to the hard plastic box warms up the look of this emergency case and I like the red color, which is readily associated with emergencies (think, emergency vehicles, colors of flashing lights, and medical id bracelets).

 

 

Postcard

Here is a brief promotion in my local chamber of commerce’s monthly newsletter. What a great idea! The Shawano Country Chamber of Commerce has found a way to grow the numbers of tourists to the area, help local businesses, and remind us all the power of the handwritten word. Kudos!

I’ve already sent my postcard to a relative who doesn’t visit often enough. And I might have to call or stop over to get more of these. The postcard, if you were wondering, has a picture of the chamber building which is very attractive and features a 24-hour vestibule with area info. (That reminds me, I should make sure my marketing materials are current and being displayed prominently).

 

Fast Flats

If you know me, you know I can’t get enough shoes. I think at last count there were over 45 pairs in my collection. After completing my first triathlon today (yay me!) I’m rewarding myself with a new pair of running shoes (I earned ‘em). But these fast flats caught my eye because I can truly relate. Ladies, we wear those high heels because they look good, but at the end of the day or end of the night, it’s time to save our feet, backs, and knees. Fast flats come with a gold carrying case. That simple addition of a carrying case makes the thought of “I should bring flats for later” a reality. Awesome!

Would you buy these products (or send the postcard)? Please share in the comments below. Have an ad you’d like reviewed? Please email it to terra(at)fletcherfreelance(dot)com. And if you enjoy this blog, please share it on your favorite social network. Thanks!

BlackRock, Renaissance, and Chuck: Ads Reviewed by Terra L. Fletcher

Renaissance

This ad for Renaissance Hotels looks very rich; as I’m sure it’s supposed to. If you view the site for Renaissance by Marriott, you’ll see five star hotels and luxury amenities. This print ad, highlighting gold leaf, ties in very well with the site and creates a strong brand image. The ad has a woman pictured, which adds that personal aspect. Notice the woman first and you’ll naturally follow the direction she is looking, to the content. You’ll read that next. If gold leaf and a romantic building appeal to you, hopefully you’ll remember Renaissance for your next travels or visit their website.

 

 

 

Chuck

Charles Schwab ads, in my opinion, are usually very good. This specific piece highlights how much Chuck’s clients like “him.” So much so that almost half of all new clients are from word of mouth advertising. We know how powerful WOM is. I enjoy the fact that Chuck is pointing viewers of the ad to a specific webpage that has customer ratings and reviews. This way they can track the effectiveness of the campaign and speak directly to the people that are interested in reading reviews.

 

 

 

 

BlackRock

“Are your returns near the point of no return?” I get the copy on this ad. The woman’s expression is perfect. I also noticed the women’s hands. The woman appears to be fidgeting with or twisting her wedding ring. Some would say this may be simply a nervous tic. Body language experts might tell you this person is uncertain with her marriage. Hmm… what exactly is BlackRock trying to convey? My first impression was that they were trying to add to the facial expression of uncertainty by adding a dynamic body language clue. Is BlackRock telling us to break commitments to current investment management firms and work with them, someone who will tell you what to do with your money?

What does BlackRock say to you in this ad? Please leave a comment below.

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Risk Ready with Kroll, Be the Best in the Business with Monster, and Keep it Together with Acura: Ads Reviewed by Terra L. Fletcher

Kroll does a fine job adding a visual element to an otherwise not visually inclined industry, something I can always appreciate. It’s also a different ad, attention grabbing. It gives the audience a sense that Kroll will simplify data security and privacy policy. It gives Kroll the image of an organization made of intelligent individuals who pay attention to the details.

I’m a firm believer in the philosophy that you don’t have to know everything; you just have to know where to find it. I think that’s why this ad works on me. The ad by monster, the recruiting website, is very simple and eye-catching. I like the copy, “Be the best in the business of having the best in the business.” It goes on to elaborate how good businesses are built on having the best people. This builds on a fact that most business people will readily accept.

This Acura ad appeared on two separate pages of a magazine. I found it relatable (perhaps because I drive a black crossover?) Don’t we all want to give the appearance of having it all together, have the space, but not look like we’re driving a gluttonous gas-guzzler? With a great visual and just a few sentences this ad conveys all that and addresses horsepower, gas mileage, and style.

What say you? Please comment below.

Adobe Goes Social, Johnson Controls saves money, and Vegas Means Business: Ads Reviewed by Terra L. Fletcher

Adobe Social

Maybe this ad caught my eye because its social media related. And I’m kinda, just a little bit interested in social media. Curious about this tool though, what it can do for publishing and moderating especially. I like the use of color and the ampersand. What a dynamic visual.

Johnson Controls

Anyway you look at it, money gets attention. Johnson Controls saved big bucks for the city of Baltimore. Why not tell the world about it? This ad does well incorporating a large visual into communications, especially since the company has limited visual appeal. JC has its headquarters in my home state of Wisconsin and I’m interested in see what local companies can do.

Vegas Means Business

The series of ads I’ve seen for this campaign are very compelling. They are simple, eye-catching, and many of them address a point of pain and/or overcome a misconception. There is an appeal to prestige with the mention of Fortune 500 companies and the black gives it a “rich” feel.

Please share an ad that’s caught your attention in the comments below.