Given the time of year it is here in the States, I thought this article was quite appropriate. For those of us old enough to remember, back in the 70’s Chevrolet ran what is one of the “best” car commercials of all time with its “Baseball, Hot Dogs, Apple Pie and Chevrolet” campaign.
I found a version of the commercial here on YouTube and for many this will be trip down memory lane.
I was reminded of this commercial while watching an American Legion All-Star baseball game this past weekend at Frawley Stadium, home of the Minor League Wilmington Blue Rocks baseball team.
As I sat watching the game, I could help but scan every billboard advertisement in the outfield and as you might imagine, I should my head with the multitude of missed opportunity just about every billboard displayed.
The “best” billboards at least put a web site address, but for the most part, gave me NO REASON to visit, however there were two billboards that prompted me to write this article.
I will start with the better one of the two.
Out in left field, there was the closest thing to a “direct response marketing billboard” in the entire stadium with a big, bold question, “Want Grass Like This?” and then listed the URL to visit.
In my opinion, this was the smartest billboard in the entire stadium and at least made the attempt to make an offer and get a response, though if I oversaw the design, I would have tweaked the copy to say something like this,
Want Lush Grass Like This? Download our tip sheet at www.BlueRocksGrass.com.
Sadly, if you visit that link, you will see two BIG missed opportunities:
1 – There is NO REFERENCE to where you just came from. There should be some copy like, “Hope you enjoyed the game at Frawley Stadium where the grass is green and thick. If you want grass like this, download our tip sheet now.”
2 – There is no attempt to capture the visitor’s name and email address, which is a BIG MISTAKE many business owners make.
Starting and maintaining a simple email list is something every business owner should do and if you are going to advertise your URL, you might as well try and build a database from the effort.
The second billboard that caught my eye was the first one was for Saint Francis Healthcare, who proudly touted “32 Minute ER Wait Time” on their billboard in right field.
I instantly noticed this and felt a twinge, but it wasn’t until my wife said to me, “What if I am bleeding, do I still have to wait 32 minutes?” that I realized the marketing and copywriting lesson which can be learned from this blatant blunder.
But rather than me share my opinion on this billboard, I want to hear from my readers.
Marketing Contest: What do you think the mistake is here with this headline and how would you improve it?
The first person who correctly identifies the copywriting mistake with this billboard and offers the best solution to fix it, will receive a copy of my Turbocharge Your Copywriting course which sold for $299. It’s a great course and a great incentive for you to leave your comments and insights below.