Okay, I know I'm often the voice of the future, prognosticating a world where nobody ever turns a page, but instead views everything on a screen. Still, there are places for print advertising that can still impact a client's bottom line. One is in industrial trade publications. In these, the trick is to create an ad that stands out from the crowd and clearly distinguishes the company and product from its competitors.
We had an opportunity to create this ad for A Box 4 U, a
Wichita marketing client that makes blast resistant buildings for the chemical, oil and gas industries. It's far and away the best product of its kind on the market, which makes our job easy, as marketers. The creative approach became even easier when we learned that A Box 4 U is the only manufacturer who has actually tested its product under real blast conditions. We worked with the client to create this ad, which sets them apart from the competition--and subtly repositions competitors as showing too little regard for their customers:
The other operative part of this creative approach is that it prominently features a human face in the visual, which makes it very different from most of the other ads in the pubs where it was placed (most industrial ads use photos of equipment rather than the people who use the equipment). Market research has repeatedly shown that humans are drawn to pictures of other humans more than anything else on a page.
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Video Production Kansas."
Be sure to check out Video Production Kansas, a new page (listed as "Diary") on the Ponder:Connect website. After using an offsite blog service to publish our production diary for several months, we've decided to start adding it directly to the website, where it's easy to find.
(click to enlarge ad)