Question

Topic: Advertising/PR

Product Advertisement - Multivitamin

Posted by Anonymous on 8/12/2013 at 4:38 PM ET 250 Points
Hi Guys, I'll be very brief as to respect everyone's time.
I'm launching a vitamin supplement company overseas and I wanted your feedback and assistance with the ad I'm considering for my food based multivitamins. This ad will most likely be at the side of the road so I'm looking for a quick read.


The sentence will read

"Introducing a whole new way of life"

after the word "whole" I will insert the ^ symbol and in a handwritten font, type "some" above it to give the impression that it was added afterwards by hand. So in essence it should be read.

"Introducing a wholesome new way of life". Right below it will be the brand,product descriptions. The tagline will be somewhere on the ad. There will also be an image of a family smiling. I'm trying really hard to think of a meme to incorporate in my branding but that's another story altogether. Happy to hear your thoughts and thanks in advance for your time.

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RESPONSES

  • Posted on 8/12/2013 at 4:40 PM Author
    testing
  • Posted by Moriarty on 8/12/2013 at 4:57 PM Accepted
    You've been in business for quite a while now, and you should have some sensible customer feedback. Does this suggest to you that your strapline "Introducing a wholesome new way of life" will mean anything to them?

    You can use various online advertising methods to discover the real effect of this sentence - and test it against others you may have thought of. The other aspect of this is that you can find out where the interest is coming from in each case. Each tagline will have slightly different demographics and psychographics - put simply different subcultures and different habits/likes. Out of this you can determine the most effective meme for your ads. Again, it is possible to test these for their effectiveness before committing to the much more expensive billboards. What's more, billboards are incredibly hard to judge the effectiveness of.

    Where are these billboards to be shown? Remember that different cultures have very different standards for the oddest of things - and these issues are incredibly hard to suss. Testing beforehand will help you immeasurably.

    Does this help any?
  • Posted on 8/12/2013 at 5:52 PM Accepted
    The headline thought seems like a good idea, though it's kind of long for a billboard ad. If you leave off the product descriptions and the tagline, it might just be OK. (Do you need "Introducing" at the beginning? You already say "new." Losing that first word would cut down the number of syllables from 11 to 7, including "some" -- a giant step in the right direction.)

    The old rule of thumb is "3 words for an outdoor/roadside ad." Your headline is 7-8 words, and not easy to read and get when you're clipping along and watching the road. It's especially tricky because you also want people to get the inserted word and understand that it changes the meaning of the sentence.

    Are you sure outdoor advertising is the right medium for your product?
  • Posted by SteveByrneMarketing on 8/12/2013 at 6:37 PM Accepted
    mgoodman has given you good input, as usual.

    You did say "This ad will most likely be at the side of the road". Are you planing on a billboard on a highway/freeway? Perhaps you're talking about a large poster style ad where traffic is slower or even stopped? Please explain the specifics in you advertising plan.
  • Posted by Jay Hamilton-Roth on 8/12/2013 at 7:43 PM Accepted
    How about "Enjoy Your Whole(some) Life!"? It adds an emotion to your slogan.
  • Posted on 8/13/2013 at 1:08 PM Author
    Thank you guys for responding so quickly and I apologize that I didn't leave all of the necessary information.

    The company/brand is new and so the ad will likely be the viewer's first time seeing it. As far as the target audience is concerned I would rather not state where I'm going to launch my company but it will not be in the US because the market is over saturated with vitamin suppliers.

    I really like the idea of dropping the "introducing" in the sentence so I may go with that. The billboard will not be as large as the ones here in the US (think 60 inch television or large poster like Steve mentioned). I'm going to place it right after a speed bump so drivers will have time to observe it. I think I will keep the tag line, but make it small enough as not to distract from the other copy and image and for a person walking or riding a bike to read it.
    Moriarty, thanks for the feedback. I agree with you 100%, unfortunately I don't have the resources to test the ad locally. The good news is that this will not be an expensive ad. This will be part of a guerrilla style buzz campaign complete with giveaways, educational reading material, etc. My target market is very health conscious and the strap line is intended to imply that they can start NOW, on a path to a longer healthier life. The image will probably be a collage of photos (a family together smiling, elderly couple playing on the beach, maybe a kid with a missing tooth smiling to draw the attention of children). It's not final but this is where my head is at right now.

    Thanks Again,

    Devon


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