If you interpret this article another way, you’ll see that most brand advertisers are hoping you have a raging inferiority complex that they are looking to solve.
Brand identity: It’s all in your head – The Globe and Mail
Derek Smythe sat in an uptown Toronto bar the other evening, ordered a Dos Equis beer, chugged it down, then declared himself disappointed. The quaff quenched his thirst just fine. But, contrary to the beer’s popular series of ads featuring a sophisticated adventurer and ladies man depicted as “the world’s most interesting man,” Mr. Smythe said he didn’t feel altered by the experience. “I felt just as uninteresting as I was before,” he explained.
If new research published this week is correct, though, the fault may not lie with the beer but rather with Mr. Smythe (whose real identity, in the interest of protecting the innocent and uninteresting, we have masked)…(Continued….)
Whoops………….wait a minute………there’s that lack of advertising accountability slipping into marketing again…….don’t blame that company for a disappointing product experience, blame the customer for not being dopey enough to fall for it. Read the bolded statement again…….its the customers’ fault for not the product not living up to expectations….
Does Kraft know the craft of direct marketing?
Anyone out there want to place any bets?
Multi-billion dollar company, huge ad budget, should have piles of expertise. No?
Let’s see how a large food and beverage company handles a query for – frozen dinners for kids.
If you look at the screen shot, the ad has good placement not to get random clicks.
The title of the ad addresses Frozen Dinner Recipes. This wasn’t quite what I was looking for. I was looking for a ready made frozen meal. I am not sure if Kraft should be using this keyword, but lets give them the benefit of the doubt and say there are a lot of people that look to make and freeze food for their kids. I’ll buy in to that for now. Let’s see how well the landing page plays to that.
Let’s address the top of the page first.
Step back and imaging why the marketing types might want to attract people looking for recipes for frozen food?
Maybe because that is what Kraft sells?
Sounds like a reasonable start.
Now how is Kraft going to engage prospects if it has no way to engage them?
That’s right boys and girls, ignoring all the links on the page that will distract the user from completing the designed task, there is no information capture mechanism on this page. In fact, the designer want you to go to a second page if you want to sign up for their mailing list.
So beyond not really addressing “frozen dinner recipes”, the page blows an easy way to exchange some contact information for some dinner information.
Maybe not. Maybe they are luring you in with their “Use what’s on hand widget”. The designers lure you in with the thought of a solution of what you can make with the lettuce, tuna fish ketchup you have left in your fridge, but then hit you up with a request for your information before they show you the solution to your frozen dinner dilemma.
Let’s give it a whirl…………..
Whats missing from this page?
OK, so the kitchen wizards at Kraft couldn’t come up with anything to make with lettuce, tuna and ketchup, not a big deal. The real issue is the lack of any quick mechanism to capture prospect information while the prospect is in the process of using your site.
This, is just sloppy work.
The combination of a poorly targeted landing page (based on the PPC ad) and no real information capture makes this page a dud……..no matter what their marketing company says. Either scrap this keyword (the campaign manager clearly doesn’t understand what the customer is looking for with this search term) or redesign the page – improve the copy, get rid of links.
