I spent Memorial Day weekend in the Laurel Highlands of Pennsylvania. It's a beautiful area; home of Fallingwater, breweries, farmers markets, ski resorts and more. While driving the PA Turnpike, you see billboards alerting you to all the fun that lies ahead. One such billboard that caught my eye was for a rustic furniture company. I'm not in the market for rustic furniture, but even if I was, I'm not sure the sign would have sold me. The verbiage was fine. It was descriptive. It was in a nice font. The store logo was tasteful and gave the feeling of "Rustic." But the photo they picked was wrong. Totally wrong.
Now, you'd think it would be a picture of of rustic furniture, right? Maybe a nice log table or porch swing? Nope. It was a woman. She wasn't even sitting on a rustic porch swing, it was a closeup; just her smiling face. She was not selling the furniture. So I have to wonder, what did their marketing team think they were selling with this billboard?
(OK, this isn't the exact picture they used. I believe it's Miss Ecuador Universe 2011--photo credit unknown. But it's a VERY similar photo that they used to sell rustic furniture.)
(OK, this isn't the exact picture they used. I believe it's Miss Ecuador Universe 2011--photo credit unknown. But it's a VERY similar photo that they used to sell rustic furniture.)
So, I have to ask, "what are they selling?" Or maybe "WHO are they selling to?" The message I get from this is that it's a store for beautiful people. If you're ugly, fat, a minority, lower income or anything else that isn't similar to the woman on that billboard, then maybe you really aren't welcome there.
My guess is that it is not what this store really truly wants. I checked out their website and they have a man doing a chainsaw carving demo in front of the store. It's not a fancy place, although they do have some beautiful items for sale. But I can't imagine that a rustic furniture store in rural PA is so highbrow that they're intentionally excluding anyone from shopping there. I would bet that if someone wants to furnish their house, camp, cabin, whatever, with rustic furniture, this store wouldn't turn them away.
The other feeling I got from seeing their billboard is that their store is too expensive for me. Even if I needed a new set of Adirondack chairs, I might drive past, assuming that if they sell them, they'll be out of my price range.
I think this is a valid point for any business to think about...not only what your marketing says about your company, but also, to whom it is marketing. If you're scaring potential clients by projecting the wrong image, you are losing business. You need to let them know that not only are you selling something they want and need, but also that they are welcome to shop there (unless of course, they aren't. But that's for a different blog).
Advertising is expensive. Not only getting the design done by a professional designer, but add in the cost of printing that brochure or rack card, or leasing that billboard space, or buying that ad, it adds up. You need to make sure the finished product clearly shows what you are really selling, and is targeted at the correct audience. Not sure if you're projecting the right message? Ask! Ask friends, family, existing clients, anyone, what they think of the image you're sending out with your advertising. As always, I'm happy to help you make sure YOUR marketing is headed in the right direction.
Cheers - Kelly
My guess is that it is not what this store really truly wants. I checked out their website and they have a man doing a chainsaw carving demo in front of the store. It's not a fancy place, although they do have some beautiful items for sale. But I can't imagine that a rustic furniture store in rural PA is so highbrow that they're intentionally excluding anyone from shopping there. I would bet that if someone wants to furnish their house, camp, cabin, whatever, with rustic furniture, this store wouldn't turn them away.
The other feeling I got from seeing their billboard is that their store is too expensive for me. Even if I needed a new set of Adirondack chairs, I might drive past, assuming that if they sell them, they'll be out of my price range.
I think this is a valid point for any business to think about...not only what your marketing says about your company, but also, to whom it is marketing. If you're scaring potential clients by projecting the wrong image, you are losing business. You need to let them know that not only are you selling something they want and need, but also that they are welcome to shop there (unless of course, they aren't. But that's for a different blog).
Advertising is expensive. Not only getting the design done by a professional designer, but add in the cost of printing that brochure or rack card, or leasing that billboard space, or buying that ad, it adds up. You need to make sure the finished product clearly shows what you are really selling, and is targeted at the correct audience. Not sure if you're projecting the right message? Ask! Ask friends, family, existing clients, anyone, what they think of the image you're sending out with your advertising. As always, I'm happy to help you make sure YOUR marketing is headed in the right direction.
Cheers - Kelly
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