Question

Topic: Advertising/PR

Attention Grabbing Message

Posted by fpope on 7/6/2009 at 4:30 PM ET 250 Points
I'm creating a campaign to announce a 2nd branch opening in the city. I'll do this via letter mailing followed by 2 postcard mailings, doorhangers, radio and newspaper advertising and possibly an email blast. This particular location is exploding with growth and we want to proudly show that we're growing too. So, our overall theme: "We're growing in your neighborhood. Come grow with us." To attract new members, we've lowered auto and home equity loan rates. At the event we'll giveaway free bbq & free gifts and drawn for a chance to win either a free vacation or time in the money machine. My ultimate goal is to attract a large crowd and build relationships for the new branch that result in loan/revenue growth.

I'm puzzled about how to make the post it notes (on the newspaper's front page) most effective. I've seen so many of these be ineffective, but with placement being on front page, its hard to resist that opportunity. With such a small amount of space & so much to say, it is critical that I grab attention and create desire - quickly. I'd like to target those readers who are most likely to need a new financial institiution for loans & checking accts. If I can just get them to the new branch, then the team can do the rest. My question is what piece of info will spark the most attention and drive results (ie. auto rates of 3.45%*apr, free BBQ, Free Vacation or the money machine)? How would it be best worded? So far, my thoughts have just been average. And average just won't do. I've come up with things like "Save the Date and Win A FREE Vacation. 8.1.09 New Branch Grand Opening (logo & phone #). Any advice given is very much appreciated.
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RESPONSES

  • Posted by Mandy Vavrinak on 7/6/2009 at 4:55 PM Accepted
    You say you want to reach people who need a new checking acct or a loan... with the post-it, I wouldn't go with one of your promos. People looking for a loan probably aren't going to respond to free BBQ or free Vacation.
    Effective uses for the "post-it" ads are usually when the copy reflects normal usage of a post it note. What about something like:

    FIGURE OUT HOME REFINANCE (underlined, bold sharpie) or GET NEW CHECKING ACCOUNT or even GET LOAN INFO TODAY.

    Anyone in that market (needs a loan or new account right now) will identify. Include your web address... or "see page 3B for how to solve this problem today with (company name)" and then run a traditional ad on page 3B with the date, BBQ, Vacation, etc. plus your rates and account info.

    Remember how people use post its when you develop the ad and you'll have good results!

    Best,
    Mandy Vavrinak
  • Posted on 7/6/2009 at 6:39 PM Accepted
    Anytime you have little space, you must resist the urge to inform. It's the most common mistake businesses make. You need to sell "benefits", not "features". Why do people want new loans? Money? Why do they want more money? Find out what the ultimate desire/goal of your customers is and sell that.

    I disagree about people needing new loans not being interested in a vacation. If they are worried about loans and money, they NEED a free vacation! They NEED time in a money machine.

    "Stressed out? You deserve a FREE vacation to Hawaii!!! (to get one, go to pg. 3B)"

    "That's it! I'm sending you on a FREE vacation to HAWAII!!!" (details on pg. 3B)

    "There's NO STRESS in HAWAII! Wanna go there for FREE? (look on pg. 3B)"

    "Need FREE MONEY? Grab as much as you can in our money machine! (info on pg. 3B)"

    Appeal to their senses and their desires! Notice I never said "win" or "chance". People feel like they never win anything and they have bad luck.

    Your ad on pg. 3B is the answer to their desires and dreams, if you can sell them on that fact then they will read your ad on pg. 3B!

    Do some research. Make a bunch of sample post-its of your ideas and put them all over the front of a newspaper and just head out to talk to some random people around town (shouldn't take too long). Ask them which one is most likely to influence them to go look up your ad. You should get some good feedback that way.

    Hope that helps! :)
  • Posted by marketbase on 7/6/2009 at 9:01 PM Member
    Agree with thinkofacard re the research, and your thoughts about using a post-it note on front of local newspaper. I'm thinking you should go with a $ image (enlarged) and plug both the money machine grab and vacation chances along with the date this is all supposed to happen. Super opportunity to get local press, tv and radio attention, too. This economy is an awesome opportunity to play to anyone who needs a vacation, wants a fistful of $ to take on the vacation or open a new checking account. Sounds like you can't lose with this one as far as PR goes.

    Best of luck
    jag
    MarketBase
  • Posted by fpope on 7/7/2009 at 9:17 AM Author
    Ah - such clarity and creativity! You all are great, and I'm so appreciative for your feedback.

    Mandy - thanks for bringing me back into perspective. You're right, it needs to look like a note they would've written (as a solution to their problem). Only I'm telling them where to look (pg 3 & the web) to get that info.

    Thinkofacard - I really like your "Need Free Money" example. You presented my prob/solution and yet, I didn't feel like I was being sold something. My very first step today will be to take your advice and create several sample notes & see which ones are best. I'll also stay away from "win". I'd agree with you. They may assume they've got bad luck. You've given great advice.

    Marketbase- let's hope you're right. I'll work to get all the PR exposue we can get from this.

    The success of this new branch grand opening is so important. So, I thank you all very much. I'll update you on the outcome.

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