New Advertising: Gamble or Genius?
I just got a look at the March 13, Velonews today. Yes, I know I'm behind.
On the inside front cover is a two page advertising spread, which can't be cheap. Maybe you've seen it. It's two plain white pages with only two things on them. Bottom left of the first page is a red frog; top right corner says, simply, www.willyoumaketheleap.com
Ok, you are thinking that it's cool because it sends people to a website. Yes. I think so, too. However, the ad is banking on your being extremely curious - and the fact that you are reading the magazine near a computer or will move to a computer nearly immediately so you don't forget. It's a gamble, in my book.
What if you aren't at your computer? What if you are past that page by the time you walk from the mailbox to the house, or get off the can or out of bed or wherever you read your magazines? Are you curious enough to remember this little frog after supper and putting the kids to bed?
Say you do remember. You go to the site and you see the same red frog move across the page and then two paragraphs of teaser text (which I'd put for you here, except it keeps telling me that I need the program to run program, which I have! Ugh, Technology...). The short of it is this: there is going to be another choice on April 7th.
Great! I love new choices! Where do I put in my email address to get a reminder to come back on April 7th to find out what my new choice is? Ah-ha. There isn't a spot. Do you need to remember this date? All by yourself? With everything else going on in the world? April 7th? Not a chance, at least not with me, no matter what my good intentions are right now. I am sure 'they' are smarter than me and they will run another ad before that time to remind us feeble minded folks. That is, whomever 'they' is.
I don't mind teasers, kind of like them, actually. I really, really enjoyed the movie teaser for The Ransom. Cool movie that drew you in, gave you a laugh and an aire of mystery. Personally, I would have liked a place on the frog's site to add my email address so I could be in on the cool announcement - because I am curious.
Now, I must mention that two guys in my office really liked this concept at least one said that he would be back to the site on April 7th. I have my doubts....but we'll see. Maybe it is a male/female thing?
And, because I am, admittedly, impatient - anyone want to tell me who the company is that is running these ads? Because, as much as I think I would have done something different, they did something right because I'm here typing away about them. It's all about the buzz, right?
But this is just my opinion. Do you think this is a gamble? Or a big win? Or something in between? Are you curious enough to remember to go back in a couple of weeks?
Posted by Donna Tocci at 3:34 PM