Question

Topic: Other

To Rubric Or Not To Rubric?

Posted by Anonymous on 3/2/2010 at 2:30 PM ET 250 Points
I am working on an 8-page collateral piece for a currency exchange company. Its former marketing materials included a side-by-side checklist comparison touting its services against the services of a bank and other providers. Many of the boxes included "varies" and "limited", which really should include a disclaimer. Although I like the idea of the rubric because it lists all of the company's services in one concise place, the side-by-side is rather weak since the information contained is so vague. I'd like to do some kind of creative comparison or synopsis, but I feel like the side-by-side is kind of "tired". Any ideas or examples of how this was pulled off in an effective way?
Thanks.
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  • Posted by michael on 3/2/2010 at 3:00 PM Accepted
    I'm actually working on this for a client. They are tired but you have to think about how people make decisions. Often it is side-by-side comparison.

    I'm thinking about using A B C D for the range of "limited".

    Michael
  • Posted on 3/2/2010 at 3:40 PM Author
    What do you mean by using A, B, C, D for limited?
  • Posted on 3/8/2010 at 2:29 PM Accepted
    The problem with those side-by-side checklists is that they always pick the criteria that favor the advertiser, and consumers rarely read all the categories and understand the main point of the graphic.

    In my experience, a strong photo or before/after depiction is much more effective -- even for complex products.

    Direct your efforts to identifying the main emotional payoff for selecting your client and focus on getting THAT message across. The checklist approach is all about FEATURES, not benefits. BENEFITS are what customers buy.
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