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Translating Image Advertising to Direct Marketing - A tale of 2 ads:

Take a look at the ads below. They both want us to relocate our companies to their areas.  Both ads ran in BusinessWeek Magazine in the same issue. Both have a way to respond, but only 1 is a true direct marketing ad.
 
Brand Image Ad. On the left is an ad run by the state of Pennsylvania, regaling you with the wonders of living and working in PA.  It features a 50-year relationship with the company that makes the Slinky toy - the state toy of Pennsylvania.
 
Ad with an Offer. On the right is an ad run by Amarillo, Texas. They don't feature a product or company that defines them - their focus is on you the prospect. And there is a strong "call to action".  Read more below.

Brand Image Ad

 
     This Pennsylvania ad delivers a positive message about the state and its business-friendly atmosphere. It creates awareness and a possible emotional connection through the familiar and friendly Slinky toy - manufactured in PA for over 50 years.
 
     But it lacks urgency - a reason to respond now. There is a way to respond, but no offer to entice the reader to drop everything and pick up the phone or go online to ask for more information.
 
Remember: 
Direct marketing is about changing behavior - not just attitude.

Ad with an Offer = Direct Marketing

 
     Amarillo might not have been on your short list of places to relocate your company, but this ad gives them credibility.  Their confidence in their "business-friendly" atmosphere isn't just stated - it's guaranteed through the strength of their offer. 
 
"We'll fly you to Amarillo for free,
and if you're still not convinced that 
Amarillo is the best location for your business,
we'll fly you to another city you want to compare us to.
It's on us."
 
     Wow!  It's a clutter buster. It melts away inertia. And it makes it riskier not to respond than to respond. What do you have to lose? It's low risk for an employee of a large company, and it's "wallet friendly" to the owner of a small business.
Call Beth Smith at 928.203.9420 or email her at beth@DirectMarketingSmarts.com
to discuss your company's direct marketing needs.