by Dr Greg Chapman
The first rule of advertising is “Features Tell but Benefits Sell”. This is an ad for a market segment that traditionally focusses on the features, or if there is a focus on benefits, it is in the feel good abstract.
In Germany, the DIY renovation market is big business and pretty cut through. The approach taken by the advertising agency, which had a brief for outdoor advertising, way to avoid to focus on the range of tools or even showing pictures of smiling renovators smiling at their fruits of their efforts with pride, they decide to demonstrate what could be done at locations near their stores.
The agency found nearby run-down buildings and partially renovated them with tools and equipment from the store, to the size of a billboard, so the before and after was clearly visible. Below is one example of what they did, and below that a short video of the brief by the agency.
The better you are at demonstrating the benefits and results of your products and services the easier it is for buyers to see how they will work for them, and motivate them to act.
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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