Proof once again that simplicity and wit in advertising will win out over complexity any day. Business Insider reported that Penguin recently launched an outdoor campaign in Brazil that is making people stop and think about reading—a very good thing. What’s missing from the ad? A call to action. Continue reading “Simplicity in Advertising Wins Again” »
It’s hard to imagine a life without email. But it’s blissful and healthy to imagine a life without useless email. It’s delusional, sure, but it’s a nice and fleeting thought.
If you’re one of the millions of businesses vying for customers’ attention with email marketing, you have a few choices:
- Send promotions only every once in a while, thereby using it as an occasional marketing tool and not expecting much in return.
- Bombard your list with promotion after promotion, news, product releases, etc. until they unsubscribe in bewildered frustration. (I’m looking at you, Ann Taylor Loft.)
- Find a middle ground. (For those of you playing at home, this is the correct answer.)
At the very least, offer your subscribers a few options when they decide to unsubscribe, particularly if you rely on email marketing as a prime sales tool. Sure, some will still opt out entirely, but others might just stick around if it seems like you’re accommodating their need for some element of personal inbox freedom.
We really liked the way Bed, Bath & Beyond presents their unsubscribe options, particularly offering a coupons-only option for those who are less inclined to get excited about product releases and trends.
Yes, even the unsubscribe process can be a good opportunity to hold onto a customer.
While trolling for vector art on brandsoftheworld.com, this very effective little banner ad appeared. This is what it does 100% right:
- Simple presentation. Clear headline, clean font, two-color text. Nice.
- Curiosity piqued. I had no idea what this was, and the ad didn’t help me. How could what looked like an oval tape measure help me sit and stand better? I couldn’t wait to find out.
In case you were wondering, that’s all a banner ad has to do to be effective.
So many banner ad designs are laden with too-much-stuff, and then dropped onto websites also burdened with too much stuff. I honestly can’t remember the last time I clicked on a banner ad.
Not only that, but I have to say that if Lumo Lift actually works, I’m on board. I love-love-love the concept. You wear it like a lapel pin and it gently reminds you when you’re slouching. For those of us who can count slouching as one of our unintended best attributes, this product is a great idea. Assuming it works, of course.
And they’ve done something even smarter: They’ve tied the product in with the insatiable need that everyone has to wear their tech—particularly minimally and sleekly.
You can pre-order it now (although different Lumo Lift banner ads report varying levels of stock available for pre-order—love the landing pages too). I’m curious to see just how effective it is long-term. Maybe not $80 curious, but we’ll see…