AWARDS, STICKERS, METERS, MAL
NOT AN AWARD-WINNING SLOGAN
I received an invitation to the Canadian Marketing Association (CMA) 2007 Awards Gala that I was modestly impressed by – until I got to the end.
Their self-mailer features a cut-out on the front that spins to reveal a different message when you open the piece. When closed, the headline reads, “Come for the glamour.” When you open the folder, the panel flips to read, “Stay for the creative.”
Fun!
The rest of the copy is fine, although it’s set in reverse which will cut the readership by half. And the design is clean and distinctive.
But what got me was the slogan. Or, more correctly, slogans.
The CMA wasn’t content to say, “Results-driven as always. Passionate about great creative like never before.” They have a second tag line under that one, reading, “The results you expect. The rest is unexpected.”
Both lines are fine unto themselves. But together? Has no one there heard the expression, “A good artist knows when to stop”?
At least they weren’t lying. Getting two slogans on top of each other was, indeed, unexpected.
MEMORY STICKERS
What do people first think of when they think of Alzheimer’s disease? If I remember correctly, the answer is: Memory loss.
So what could be more appropriate for them to send as a premium than stickers so you don’t forget things!
The package I received from them last week features a large sheet of stickers. A couple of them read, “Remember to…” There are others that you can affix to a calendar to remind you of things like your doctor’s appointment, to get a dentist’s checkup, and to have coffee with a friend.
I’m going to describe their mailing in greater detail in my next Rants ‘N Raves newsletter, which is due out this month. If you don’t subscribe, email me at: symbiomarketing@telus.net
METERED MESS
When a charity sent me a request to complete a survey, I knew what they were after without even opening the envelope. That’s because it featured a 44-word explanation set in American Typewriter font.
Under their logo, again set in American Typewriter, were the words: “Attention: Citizens’ Panel.”
Because of the way the type was set, the envelope looked very down-home and friendly…the way a personal appeal should look.
But there was one little item that destroyed that illusion.
They’d metered the postage. As a result, emblazoned on the envelope in larger sized type than the logo, were the words, “Addressed Admail.”
So much for the vision of some poor soul labouriously typing out an envelope, evoking the sympathy of the recipient.
LATE KNIGHT
I’d planned to have my web site updated by now, but it’s going to take a few weeks longer.
MAL’S NEWSLETTER
If you’re into fundraising, you undoubtedly know of Mal Warwick and his newsletter. If you’re not a subscriber, here’s a link to the latest issue:
http://www.malwarwick.com/learning-resources/e-newsletters/october-2007.html#1_Kiss_Your_Competitors
Oh, imagine that! It happens to start with an article by…
Dr. Bob
EMAIL: symbiomarketing@telus.net
WEB: www.symbiomarketing.com
I received an invitation to the Canadian Marketing Association (CMA) 2007 Awards Gala that I was modestly impressed by – until I got to the end.
Their self-mailer features a cut-out on the front that spins to reveal a different message when you open the piece. When closed, the headline reads, “Come for the glamour.” When you open the folder, the panel flips to read, “Stay for the creative.”
Fun!
The rest of the copy is fine, although it’s set in reverse which will cut the readership by half. And the design is clean and distinctive.
But what got me was the slogan. Or, more correctly, slogans.
The CMA wasn’t content to say, “Results-driven as always. Passionate about great creative like never before.” They have a second tag line under that one, reading, “The results you expect. The rest is unexpected.”
Both lines are fine unto themselves. But together? Has no one there heard the expression, “A good artist knows when to stop”?
At least they weren’t lying. Getting two slogans on top of each other was, indeed, unexpected.
MEMORY STICKERS
What do people first think of when they think of Alzheimer’s disease? If I remember correctly, the answer is: Memory loss.
So what could be more appropriate for them to send as a premium than stickers so you don’t forget things!
The package I received from them last week features a large sheet of stickers. A couple of them read, “Remember to…” There are others that you can affix to a calendar to remind you of things like your doctor’s appointment, to get a dentist’s checkup, and to have coffee with a friend.
I’m going to describe their mailing in greater detail in my next Rants ‘N Raves newsletter, which is due out this month. If you don’t subscribe, email me at: symbiomarketing@telus.net
METERED MESS
When a charity sent me a request to complete a survey, I knew what they were after without even opening the envelope. That’s because it featured a 44-word explanation set in American Typewriter font.
Under their logo, again set in American Typewriter, were the words: “Attention: Citizens’ Panel.”
Because of the way the type was set, the envelope looked very down-home and friendly…the way a personal appeal should look.
But there was one little item that destroyed that illusion.
They’d metered the postage. As a result, emblazoned on the envelope in larger sized type than the logo, were the words, “Addressed Admail.”
So much for the vision of some poor soul labouriously typing out an envelope, evoking the sympathy of the recipient.
LATE KNIGHT
I’d planned to have my web site updated by now, but it’s going to take a few weeks longer.
MAL’S NEWSLETTER
If you’re into fundraising, you undoubtedly know of Mal Warwick and his newsletter. If you’re not a subscriber, here’s a link to the latest issue:
http://www.malwarwick.com/learning-resources/e-newsletters/october-2007.html#1_Kiss_Your_Competitors
Oh, imagine that! It happens to start with an article by…
Dr. Bob
EMAIL: symbiomarketing@telus.net
WEB: www.symbiomarketing.com
posted by DoctorBob | 12:10 AM
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