I was driving on the highway the other day when I notice a big billboard that looked somewhat like this (the third one to the right)…
photo credit: twitter user
I thought to myself: is it a woman attacking a robot? Is she being tortured? There were no words, no noticeable logo. Then, I looked a bit closer and I noticed a small Postmates logo at the corner. What did I just see? This ad was all types of wrong. It was disturbing, uninformative…simply put, it was very odd. The ad did not scream Postmates in any way and it was very different from all other types of advertising I had seen from them in the past.
I wasn’t alone in my negative reaction. Some people commented it looked like torture. Others say it’s a desperate plea for attention since they are consistently losing money. The good part is that it inspired me to write an article to clearly dissect what went wrong, in the hopes of helping other businesses avoid the same errors. This is similar to what I did on my review of Yahoo’s bad advertising. Interested in learning more? Let’s get started.
Here’s what you can learn from it:
1. Keep a consistent look and feel
It only takes a quick glance at Postmates’ social media or app to realize these ads don’t match their current look and feel. As you can see below, their images usually have a bright and colorful look:
This is very different from their new sultry ads. So much so, that there is a disconnect between the two. Someone unfamiliar with Postmates will most probably not be able to connect their new ads to their brand, which creates brand inconsistency. It makes customers feel confused and wonder if they should expect something different from the company.
Also, brand inconsistency can push customers to lose trust on your brand. People trust brands that they know and can rely on. If you change your brand image so drastically, it makes people question how much they really know your company and what it stands for. Thus, risking losing the brand trust it took you so long to build.
“An inconsistent look and feel can confused customers and make them lose trust on your brand”
2. Connect your ads with a goal and a call to action
Every ad should be created with a goal in mind. This goal can be as simple as brand awareness, or relating the brand with a specific emotion or target audience. This is what gives the ad purpose and motivates the audience to take action, or to make a connection between the brand and a feeling.
For instance, Coca-Cola’s ads are all about happiness and colorful scenarios. They encourage people to buy cokes to “open happiness” or “share happiness”. Obviously, people don’t believe that having a Coke is the actual key to happiness, but the ad is successful at making the audience relate happy moments …read more
Read more here:: B2CMarketingInsider