Looking through the pre-conference mailbag, this looks like the year for QR codes and iPad2 giveaways. Some of the mail has both – a QR code where you could win an iPad2 for visiting a booth or purchasing a service.
Creatively, it is not clear from the postcard who is the sender is -- “360° Marketing” or “Mail America”? The left side of the postcard includes some explanation of services, but much of the copy is too small to read.
|Is the company run by an ant, |
or will there be an ant farm in the booth?
This postcard from DMH Marketing Partners is one of the most significant Fails for poor Creative design:
- One side of the postcard is horizontal-intensive while the other side is vertical-intensive.
- The postcard is the smallest size possible with primarily a white background, making it difficult to find in the clutter of the dozens of other pre-conference mailers.
- There is not a clear explanation of what the company does or what services it provides.
- The only Web address on the page is for the DMA conference. The Web address for the company does not appear. (Does this suggest DMH does not want to be found?)
- The messaging does not appear to have any alignment with the company Website.
- There is not a compelling reason to visit the booth – no gift, contest, person to meet, or topic to discuss other than the vague opportunity to increase responses.
- As a woman in my office put it, “That bug is just creepy.”
|The marching bugs in the background did not scan well.|
- Clearly communicate your offer and value proposition.
- Offer a compelling, honest reason for a prospective customer to reach out to you.
- Know your competition to develop creative that will be noticed.
- If you are going to include an animal, use a cute mammal rather than a creepy bug.