Advertising that works?

[RisingSignsLtd]

Call to Action marketing? how do can this be used?

We have not done a whole lot of advertising over the 10 years in business but we are doing more these days and thats not because of the 'R' word.

We have recently put up a large sign on a busy road (30ft long) and being fully aware that a passer by has only a split second to read it, have kept the advert simple and only pushing one product we sell. It simply says this

Vehicle Graphics
www.risingsigns.co.uk 01582 ******

this is a very crude version of the layout and we have designed it nicely with a large single image on it too. The question is here, would this simple message make someone want to ring us up or visit our site?

Should we be thinking of using some call to action wording.

Any help or constructive critisism would be appreciated.

Many Thanks

Steve

 

[OldWelshGuy]

The web address is too small in relation to the headline.

they need to be able to grab it quickly. consider

www. domainname .com

rather than

www.domainname.com

easier to read and remember quickly

 

[RisingSignsLtd]

Thanks for the feedback.

What I really should do is upload the real image as the layout above is totally bad. I was hoping to get across the message as opposed to the layout and get feedback on that. Is it possible to upload the image?

Steve

 

[RisingSignsLtd]

Sorry actually yes we have done the www & .co.uk smaller than the name, its something we always do. Its late and getting tired.

Thanks so far.

Steve

 

[OldWelshGuy]

It doesn't nail it with a call to action.

vehicle Graphics made here

<----- CHEAP VEHICLE GRAPHICS

QUALITY VEHICLE GRAPHICS <----------

 

[Scott-Copywriter]

We have recently put up a large sign on a busy road (30ft long) and being fully aware that a passer by has only a split second to read it, have kept the advert simple and only pushing one product we sell. It simply says this

Vehicle Graphics
www.risingsigns.co.uk 01582 ******

this is a very crude version of the layout and we have designed it nicely with a large single image on it too. The question is here, would this simple message make someone want to ring us up or visit our site?

No, Why would it? It just says what you do and then states a website, this doesn't make anyone want to do anything.

It's sort of like a door-to-door salesman walking up to a door, knocking on it, then when the person opens the door the salesman just stands there and shouts 'SALESMAN'.

You can put in a call-to-action but I hope you didn't spend too much on this as I can think of promotional methods you can utilise which are 100 times better than this. Just because it's big and unique it doesn't mean it generates sales. If you think of the very small number of people driving around who would actually want vehicle graphics compared to other drivers, it's not an effective form of advertising.

However it's best to make the most of it since you have it so a call-to-action will work well. The annoying thing is though you need more text to make this advertisement more effective, but it will reduce readability dramatically. I'd advise working out your major product benefit and adding that as a large headline to the advertisement. In exchange for this remove the phone number as no one will have time to remember it.

So something like:

MORE BUSINESS SALES
Vehicle Graphics
www.risingsigns.co.uk

 

[RisingSignsLtd]

OldWelshGuy

The sign its self is actually about 15 miles from our base, BUT it is extremely prominent so cant use the word 'here'.

'cheap' doesnt work for me as we want good quailty customers that possibly have more than one vehicle with ongoing business. I think it also sounds a bit desperate.

'Quality' was an option and we did slot it in smaller above 'Vehicle' and left justified but I thought it was too obvious a word and almost a waste to put it on. I might be wrong on this though, is it a word that if used is more likely to cause an action?

I really appreciate the input please keep it coming, its rather refreshing to discuss these issues with someone totally outside my regular business circles.

Steve

 

I think the message is back to front.....

www. RisingSigns .co.uk first

will help to make sure the name implants. A reverse of normal advertising logic - headline first - but with roadside signs, they have such a short time, and if they dont grab your name you are already beaten:


then you have to decide on your audience.

Are you trying to switch sell those coming up for more van signs - in which case you need a benefit based, say in service - eg

www. risingsigns .co.uk

Vehicle Graphics - we come to you!

(ie free collect and drop included)

Or are you trying to talk new comers into it??


www. rising signs .co.uk

Vehicle graphics - grab new customers

(just examples)

You maybe need some kind of short tag line sizzle statement too.

Graphics that turn customers heads.
Making advertising space work harder

Or something or other....

Needs a lot of thought to find the right one.

 

[RisingSignsLtd]

Scott

Thankfully no we did not spend much money on it (making signs is what we do) Yes we could do with more info on the sign but little time to read.

We want to attract the companys that rely on advertising on their vehicles large or small, we also would like to think we may attract corporate where branding is key.

How about adding to the current text with a '?' would this be involving the potentials?

VEHICLE GRAPHICS?


Admagic

Tell me if Im wrong here?
Surely I need to push what we are selling, not who we are. We are not a big well known brand, so our name is of course important, but the fact we provide a certain service is more attractive and well known than the name.

I like the different ideas you are using though.

Keep it coming everyone its great to hear input from you all.

Kind Regards

Steve

 

Scott

Thankfully no we did not spend much money on it (making signs is what Tell me if Im wrong here?
Surely I need to push what we are selling, not who we are. We are not a big well known brand, so our name is of course important, but the fact we provide a certain service is more attractive and well known than the name.

Steve

I agree entirely - normal advertising wisdom is that your promise/benefit is key. Your name a detail

BUT - this is not normal advertising.

You have 1-2 seconds to grab people and can them to act - the phone number is ergo useless , so that you have to get them to remember your name if you want any response

- which is why on this type of ad you cant afford to dwarf the name with the text of the benefit - and maybe you should get it ahead.

visual memory is longer than word

And that is why....getting them to associate the benefit with a picture,
preferably outrageious - eg a hand reaching down from
the vehicle graphic grabbing a customer by the throat....turning him over so money falls out of his pockets or something.
if the benefit you seek is "grabs customers"

and getting the name squarely in peoples faces.

You have wasted your money if the sign sells your benefit but nobody can remember your name.

I often see ads on telly. I remember the ad, but cant remember for the life of me who produced it.....that is too subtle!!

 

[RisingSignsLtd]

Admagic

Great input thanks, making me think. I like the image idea maybe you could come up with the design for us, that would be great. Made me smile that did.

We did use a van specific image on another advert where we were trying to attract trade's companys. We had a large image of a man shouting through a road cone very large on the side of a van. Hasnt had the desired effect really.

Would be good if I could upload so you could see.

Steve

 

[eventdomain]

I often see ads on telly. I remember the ad, but cant remember for the life of me who produced it

Exactly - spot on!


@ Risingsigns

Roadside advertising is basically billboard stuff - very expensive (whatever the salesman tells you). Main thing with advertising is - to stick in people's minds, and to target a particular group of buyers.

Wacking up some billboard to car drivers won't work bcos it's too general a reach. Chances of you hitting the right group for your business is so low, it's not even worth it. Normal car drivers will be members of the public, where as you sell Graphics services, you should be targeting tradespeople, or businesses that want graphics, signs and lettering on their company vehicles or fleets of limos maybe.

So answer is simple, where do business vehicles frequent.

Normal public are too busy driving cars to probably even notice yet another roadside advert. I've only seen roadside advertising work incredibly well, and that was a client of mine that was on Dragons den, with her Nuclear Missle Truck, ofcourse you can bet it wasn't her advert that got her the attention - it was what the advert was placed on.

So remember it's not the advert, it's 90% where it's placed that counts.

I feel an advert placed on a moving vehicle would get noticed more - heck the freebie aspect is probably your main market here. If you sell some sort of board for the graphics to go on or print directly onto a surface eg: car doors, then give some of that space for free use it to market yourself.

1. It gets your logo on a ton of vehicles for nothing

2. You could also sell this to advertisers


Now limos have a fair bit of ad space right and its just sitting there - unused. Coaches, Buses? You only need once contract/deal to act as your freebie advert driver.

Once you have that, its free advertising forever. Then you just concentrate on flogging your graphic services to the next contract of fleet vehicles - which is where you make money.

 

Admagic

Great input thanks, making me think. I like the image idea maybe you could come up with the design for us, that would be great. Made me smile that did.

We did use a van specific image on another advert where we were trying to attract trade's companys. We had a large image of a man shouting through a road cone very large on the side of a van. Hasnt had the desired effect really.

Would be good if I could upload so you could see.

Steve

Steve - Dont really do subcon stuff, the person I would trust this to is Kay at calibre-designs.co.uk - I am sure he would knock up some example sketches for you to consider, before committing.

BTW kay is local to you.

I also echo what the last poster said - targetted audience is important, and outrageous message delivery is a good combination - as an erstwhile member of this forum proved with her rocket launcher!! - and an even more outrageous website.

Also think about the call to action.

If you had a couple of case histories of numbers of calls to businesses arising from vehicle graphics. ( some companies track things like this) you have proof - then arrange it as a webisite download in exchange for an email address, to start relationship selling.

So allows you headlines including PROOF which acts as its own grabber..

Proof!
Our vehicle graphics grab customers:

<picture>

www. risingsigns.co.uk/proof

Or something.

Or other.

 

[RisingSignsLtd]

Guys

great input so far, it has made me think alot more about it. I like the pulling apart and the outsider ideas, thanks.

I have thought of a couple of other titles, what do you think?

www. risingsigns .co.uk
Business boosting vehicle graphics!
or
www. risingsigns .co.uk
Need vehicle graphics?
we come to you!



the layout here is poor, but please just take the idea of the title and let me know what you think?

 

[lockie]

Why not go against the grain and do something unrelated but grabs attention like

Slow down
heavy business Ahead

www. risingsigns.co.uk

 

[RisingSignsLtd]

Lockie

Nice thought, not sure the local authority would like it as its next to a busy road. lol

To get a real feel of what we are trying to acheive, I would like to upload the image of the advert, how do I do this?

Steve

 

Lockie

Nice thought, not sure the local authority would like it as its next to a busy road. lol

To get a real feel of what we are trying to acheive, I would like to upload the image of the advert, how do I do this?

Steve

"business boosting" is very left brain.
far too cold and calculating

You sell with emotion - right brain concepts and words
that people then justify with fact

Need to use right brain words...filled with emotion.

shocking - astounding - stunning - outrageous - ridiculous .....

 

Blimey come on banner should be:

"MAKE MONEY WITH VEHICLE GRAPHICS"

what a load of pussies.!!

5% of next years profits please in usual plain brown envelope.:|

are you a new company we been going for a while might be a hook up http://www.volkspart.co.uk/adwrap.htm

Earl

 

Blimey come on banner should be:

"MAKE MONEY WITH VEHICLE GRAPHICS"

what a load of pussies.!!

5% of next years profits please in usual plain brown envelope.:|

are you a new company we been going for a while might be a hook up http://www.volkspart.co.uk/adwrap.htm

Earl

Im all for "in your face" earl - which is why "Business boost" is too soft.

Its just "make money with" - sounds more like a business opportunity than a company doing the graphics.....and may send the wrong message.

BTW....was talking to one of Lings competitors , who is following your meteoric rise up the rankings with interest

 

Im all for "in your face" earl - which is why "Business boost" is too soft.

Its just "make money with" - sounds more like a business opportunity than a company doing the graphics.....and may send the wrong message.

BTW....was talking to one of Lings competitors , who is following your meteoric rise up the rankings with interest

Hmmm never noticed we had any competitors.?

watch this space ain't fired the big guns yet.

Don't want to freak the google pussy out.

Make money ,the wrong message .?

as long as the copy explains how.

Earl

 

[RisingSignsLtd]

Point taken Admagic

Earl

I like your 'front of a double decker bus' approach, people tell me alot I have the same brash attitude, but obviously NOT showing here haha.

We have been in business over 10 years but, as stated earlier, not done a whole lot of advertising, and to be perfectly honest doing our own design work is can some times be hard.

I can advise and design our customers work until the cows come home, we get alot of corporate and predesigned work too.
This project is a new way of advertising to us so dont want to waste my monthly money if it aint working.

Like all the input still fellas.

Was thata typo or are you saying we could some business?

Steve

 

Wrote before operaion at hospital. Dont knw why thiss didnt post

Hmmm never noticed we had any competitors.?

watch this space ain't fired the big guns yet.

Don't want to freak the google pussy out.

Make money ,the wrong message .?

as long as the copy explains how.

Earl

The problem is Earl with Driveby advertising you dont have time for copy.

In less than a second you have to Prequalify the customer, Grab their attention, Identify yourself, Give them an irresistible reason to contact you.

So complicating the message wont work in this case.

So where you might use a curiosity headline....(quick eg)

Do you waste the Most Valuable FREE advertising space that is seen by thousands every day?? - You are already paying for this!

Nobody could read it....


At very least you have to prequalify eg

Business People!!
More money from vehicle graphics.

I think it looks a bit too get rich quick.
I also think the image is important for grabbing longer term memory.
Which is why I think

"Instant customers from vehicle graphics.....

Would work better.

But tying in to the image

Grab ..

Grab instant customers
allows you to hook into an image of a agraphic hand reaching out and grabbing them by the throat...


My suggestion is
BEFORE YOU COMMIT

Use Image PLACEMENT advertising on ADWORDS to test the simple image and statement... Placement Adwords is a great place for seeing if a simple image can grab attention and convert...

 

[adventurelife]

Hi Guys

One of the most useful threads I have seen in a while well done to the OP and those that are helping.

I have been thinking of doing some black cab wraps in Edinburgh and Glasgow anyone got any words of wisdom of black cab advertising

To OP sorry this is not a thread high jack, I think the contributions will help they thread

Peter

 

[golddiggerguy]

It's in the same lines of domain names, keep it short

You can rent 32.ORG.UK from me if you want thats a short one to remember!

 

[eventdomain]

I have been thinking of doing some black cab wraps in Edinburgh and Glasgow anyone got any words of wisdom of black cab advertising

Yep, dont opt for seat panel ads. Cab travellers will drop down the seats, thus hiding your expensive advert!

Dont opt for Window adverts - its highly illegal as it obstructs rear view when driving the cab! The police will pull the cab over and remove any advert that is displayed.

 

[RisingSignsLtd]

Admagic

Some interesting thoughts there. My biggest problem on this is tiime to read, as you said, so coming up with the killer line is a tough one. Although it is 30 ft long its only 4.5 ft tall so long and thin(ish).
Well I have a very good friend of mine coming to see me on Tuesday, she does freelance marketing for BIG UK companies so going to get some more input from her too, throw it all in the mixer and see what I can do with this. I think its a good way to advertise just need to nail it now.

Scott, you said early on that you can think of marketing methods 100 times more effective, go on what are these? My problem in marketing our own services is, I have ideas but dont always know how to carry them through effectively.

Peter,

Thanks for that, yes but please dont hyjack, it is kind of related but defers away from the direct problem I have. No offence

Steve.

 

[Lasting Designs]

From what I've read here, the ad is begging for a picture of lorry with

Rising Signs .co.uk
VEHICLE GRAPHICS

The www. bit isn't required, think comparethemarket.com (or comparethe meerkat.com ) As long as your domain is is one of the usual com or .co.uk, people will remember them (buy them both if you can) By having a two or three word easy to recall name (or phrase) as your company name, you are half way there.

The advert will say exactly what do by demostrating in such an obvious way, vital in this case. Your potential customer only needs this info, they will seek you out based on this and get your phone number by looking at your site.

 

[adventurelife]

Admagic


Peter,

Thanks for that, yes but please dont hyjack, it is kind of related but defers away from the direct problem I have. No offence

Steve.

Hi Steve

Sorry

Here is something that may help that I have seen work ( until they were stopped doing it by the council I think)

Large bill board with your message in great position that the experts can help you with the message. I seen a van hire company use large balloons behind the board changing them every couple of days shaped in all sort of shapes pink elephants, etc

Got people talking, I had never heard of the company before and I now use them!

Peter

 

.

The advert will say exactly what do by demostrating in such an obvious way, vital in this case. Your potential customer only needs this info, they will seek you out based on this and get your phone number by looking at your site.

Thats not how good advertising works.

This is who I am.
This is what I do
Please call me

It does not answer why this, why you, why me, why now or set you apart from anyone else.

Is the recipe for most failed adverts...
some of which fail because for the sake of "artistic" and winning ad competitions it isnt even obvious what they do!!!

Good ads contain some, preferably all of...

Grab attention ( preferably which prequalifies the readers)
A big promise ( preferably with proof it works)
A compelling reason to act right now ( preferably an irresistible offer)

Take one of the old classics..

Dominos.
Hot Fresh pizza to your door in less than half an hour or your money back

A big promise that set them apart. Pizza was ordinary but the promise was good...until all the scooters caused accidents, so the american courts forced them to change it!!

 

[Scott-Copywriter]

Scott, you said early on that you can think of marketing methods 100 times more effective, go on what are these? My problem in marketing our own services is, I have ideas but dont always know how to carry them through effectively.

Adwords. Target people who are actively looking for vehicle graphics as they will convert better by a mile.

SEO. This also targets very interested prospects.

Direct mail. A well written sales letter which you can send to businesses.

Leaflet drop. Thousands of leaflets distributed to business addresses with GOOD design and sales copy which actually grabs the attention of the reader and does it's job (unlike 90% of leaflets out there).

Tried and tested methods which tick all the right boxes when it comes to effective selling. Marketing ideas don't have to be quirky or unique, they just have to give a positive ROI when done right.

 

[Lasting Designs]

Thats not how good advertising works.

This is who I am.
This is what I do
Please call me

It does not answer why this, why you, why me, why now or set you apart from anyone else.

Is the recipe for most failed adverts...
some of which fail because for the sake of "artistic" and winning ad competitions it isnt even obvious what they do!!!

Good ads contain some, preferably all of...

Grab attention ( preferably which prequalifies the readers)
A big promise ( preferably with proof it works)
A compelling reason to act right now ( preferably an irresistible offer)

Take one of the old classics..

Dominos.
Hot Fresh pizza to your door in less than half an hour or your money back

A big promise that set them apart. Pizza was ordinary but the promise was good...until all the scooters caused accidents, so the american courts forced them to change it!!

The comments I made were based on the split second viewing as suggested on the original post. I don't agree that a phone number is easier to remember than a name, let alone getting the rest of the message.

Of course you are right if your stuck in traffic, then there are clearly better ways that I suggested in my post.

A picture of the target market (the lorry) will do more to explain what they do than words in this case I'd suggest, the fact that its graphiced up with the words Vehicle Graphics plants a seed, the fact the company name is there too is the bit that says "we do..." then zoom
















you've pasted the sign, what was the number? Nevermind we at least know who makes them...

 

[ThePublisher]

I spotted this advert whilst a car passenger today. Given that it's next to the northbound side of the M1 north of junction 12, heaven knows how long you'll get to keep it there!

But seeing as it's there, my thoughts are lose the phone number. At 70mph nobody has a chance to read it much less memorise it or write it down. Concentrate on the web address.

Also I know your trying to capture the sight of traffic in both directions but in having it at a 90 degree angle to the motorway, it's too close for northbound to see it really (I saw it going southbound this morning then deliberately looked again for it northbound, but only because I'd seen this thread and was interested). You'd be better angling it so that southbound traffic get more of a view from further away.

 

[lm11]

I feel an advert placed on a moving vehicle would get noticed more - heck the freebie aspect is probably your main market here. If you sell some sort of board for the graphics to go on or print directly onto a surface eg: car doors, then give some of that space for free use it to market yourself.

1. It gets your logo on a ton of vehicles for nothing

2. You could also sell this to advertisers


Now limos have a fair bit of ad space right and its just sitting there - unused. Coaches, Buses? You only need once contract/deal to act as your freebie advert driver.

Once you have that, its free advertising forever. Then you just concentrate on flogging your graphic services to the next contract of fleet vehicles - which is where you make money.

EventDomain makes a good point here and may I add that an advertisement placed on a moving vehicle will be seen for a longer period of time by a following driver thus giving your prospect more time to absorb the message. You can also use the vehicle livery as a very effective PR tool as well as a direct advertising method. The power of vehicle advertising is impressive and will promote the awareness of your brand very effectively when implimented with a striking design.

We are a unique advertising company by way of a dynamic vehicle livery service. Our company has revolutionised the concept of outdoor advertising by using the space available on the canvas of automobiles owned by the general public. By taking this initiative the company is able to convey your product, image or message to the streets and lanes of every local community in the UK. Our prices are very competitive and we are currently offering free design, free print and free advert maintenance for UKBF members for a limited time only.

Email me at [email protected] for more details, alternatively PM me using the button above with your contact details and I shall get back to you within 24 Hours.

Regards

Luke

 

[JackMaurer]

they need to remember your name AND what you do

with what you have now people will go home and think - I need to ring that vehicle graphics guy...whats it called again?

what you need is:


COMPANY NAME
Providing Vehicle Graphics
Contact Details

no point putting the web site on there, if people remember your name they will just google it, spend time making sure your listed well on google.