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Wednesday, July 30. 2008

Pitney Bowes Ad on Location Intelligence in New York Times

PBBI [MapInfo] Location Intelligence


In the "there's something you don't see everyday" department comes this ad which accompanied my daily e-mail from the New York Times. While in the geospatial arena we speak of location intelligence (we even host a conference by that name) I'm hard pressed to imagine New York Times readers as savvy as they are, know what it is. Perhaps that's the point?

Posted by Adena Schutzberg in PBBI [MapInfo], Location Intelligence at 20:10 | Comments (2) | Trackbacks (0) | Bookmark and Share

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I'm guessing that "ad execs" would say this is a decent ad, but direct response experts (the people who really make money for their companies/clients even though they don't win Clio's) would say this really misses the mark.

I agree with your assumption that the audience of mass media (represented by a national paper) wouldn't get "location intelligence". Read Ogivly, Bob Bly, John Carlton, Clayton Makepeace, or any host of others who know how to conduct ad campaigns that generate revenue and you'll see that there are some fundamental things that could have increased the $ impact of such an ad.

I'm no pro like those guys, but the biggest thing missing is "identifying the pain". Even if we assume that readers know what "location intelligence" is, the only reason for the reader to act is out of general curiosity. Curiosity is a weak motivator, though some companies do harness it well when they make it provocative curiosity (lacking here). I'd probably play around with something like tapping into a fear of missing the boat. For example "What do your competitors know about Location Intelligence that is about to let them kick your butt in the market? Download our free white paper to find out!"
#1 Darrin Clement (Link) on 2008-08-01 07:16 (Reply)
Agreed.

I think the average person probably doesn’t know what location intelligence is. Honing in on a fear tactic works: “Are your competitors beating you to new markets?” or “Your competitors may be using location to outperform you.” – I’ve never really liked fear driven ads. I prefer ads that take a positive stance by advertising how you can improve or better yourself without fear as the driving factor. “Finding customers in emerging markets has never been easier. Start here.” Some positive statement with a benefit and a simple call to action is great. Just my 2 pennies…

http://blog.getchee.com/
#2 Joshua Roberts (Link) on 2008-08-12 20:22 (Reply)

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