As a designer, I appreciate when advertisers have the courtesy to execute a well-thought-out, integrated visual campaign on behalf of their clients. (As a consumer I think I appreciate it even more.)
From the consumer perspective, a well-executed program should run transparently in the background, unaware of its luring effects and the stealth efficiency it has on leading you to the point of purchase. Generally, when things are not well-executed, problems arise—first-hand experiences we can all relate to that leave us with a bad taste in our mouths.
When offers are clear, concise, and visually interesting, we are more likely to respond. Especially as they trickle through the various day-to-day media touch-points we interact with: digital media, maybe some TV, perhaps a flyer…ultimately leading us to purchase. And, when we do complete the purchase and things turn out as expected, we feel satisfied—fulfilled on the promise as advertised.
It’s almost easier to describe a well-executed, visually integrated campaign for what it is not:
- Confusion at the register when you go to redeem the offer. “What, I have to fill this out and mail it in to get my $50?!?”
- Missed opportunity because the offer was misrepresented due to poor execution – what we do not know can hurt us, or help us for that matter. “Looks a lot smaller than it did in the picture.”
- Downright disappointment at the point of sale when you realize that the offer as communicated was not aligned with expectations, “Hey, the radio ad said it was good through the end of the week!”
- Disappointment when you get home (or receive the product in the mail) and realize the product does not perform to the level as stated. “It doesn’t even fit!”
Need I go on…?
