Great idea + Great message = Bad ad?

The other night, I came across a commercial for a local flower shop. With Valentine’s Day just two weeks away, it was the perfect time for a local flower shop to raise its top of mind awareness.

The commercial went something like this:

Valentine’s Day is on February 14th, and there is no better way to give something special to your sweetheart than to give a beautiful arrangement from our shop. In fact, you could make her whole week special by having the flowers delivered to her work earlier in the week. Remember, Valentine’s Day is on February 14th. Order your arrangement from us today.

Now, that was a horrible commercial for a local flower shop.

Why?

Because this ad did a lot more for the category than it did for the flower shop itself. This would have been a great ad for a shop that has dominant share of the market. In which case, as long as more people order flowers, the dominate player would be bound to get more business.

However, a local flower shop is rarely the dominate player, or even a big player. In which case, the goal of any marketing effort should not be growing the entire category, but to grow your own share within the category.

How could you do that?

By focusing on why consumers should pick you over all the other alternatives. What would make you better than the flower shop at the grocery store? What would make you better than an internet flower shop?

Would it be the personal attention? Would it be a timed delivery guarantee? Would it be the experience of the florist? Would it be the availability of unique flowers?

Reminding people that Valentine’s Day is around the corner was a great message. Giving people the idea to have arrangements delivered early was a great idea. However, even the best idea or the best message would be useless if the objectively of the commercial, or any marketing effort for that matter, was ill-defined.

Photo credit: FotoDawg

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