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Marketing lessons from an old-school tire ad
Marketing tools that have an old-school theme can be cool and effective. Marketing that is truly old-school (outdated) provides lessons in how not to attract customers. I recently provided feedback on an ad from a national auto service chain that was a perfect example of outdated marketing that many retail businesses are still burning money with. Beyond a positioning and messaging strategy, here was my feedback to simply optimize an ad they were already committed to:
- Remove or revise the coupons. If there is no proven marketing strategy behind any promotional offer, don´t use it simply because the company and industry has been doing it forever.
- Add pricing info for the most commonly needed service or product. Regardless of how competitive your prices are, include some pricing info to help facilitate the target´s decision making.
- Add a customer endorsement, which is one of the oldest yet most effective and underutilized marketing tactics.
- Add the human element (with photos). Especially important in a service business.
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