What Missing from This Ad?
Walking through the Denver airport last week, I couldn’t help but notice the cute dog on this wall ad. After admiring the dog, I realized the Xerox ad features a customer, Target.
Xerox showcases its relationship with Target, indicating the company provides customized direct mail programs for the retailer.
While Xerox uses what I would call customer marketing – featuring customers – the ad doesn’t quite achieve Success-Story Marketing.
1 – Tying the major Target name with Xerox adds credibility for the vendor, and educates us just a bit on how Target entrusts Xerox with its direct marketing.
For this reason, it works on some levels, but doesn’t go as far as it could.
2- The ad actually lacks results.
I believe, to be truly effective, the ad has to show a successful resolution or outcome for the customer - or validation.
I’ve seen customer-focused ads that tell stories. It’s possible to do it in the small space of an ad – or even encourage people to see the full story online.
Here’s how SAS featured the results of 1-800-Flowers (not sure where this appeared):
Granted, the graphics aren’t as engaging as the Xerox ad.
What do you think? Maybe in the brisk, walk-by airport setting, an ad can’t convey much, and the Xerox ad accomplishes at least credibility. Or, do you think Xerox should have gone a step further and mentioned a specific result?