They're not off the hook though. They forgot to think this tactic through. They forgot to think like a consumer.
First of all where is Jiffy Lube? They are thinking as themselves, not as the consumer. Of course THEY know where Jiffy Lube is because they work there! But does every consumer know where it is? NO! It is not difficult to simply add the address or intersection to this particular outdoor poster. It wouldn't distract from the creative. As the consumer in this case I am certainly not motivated to go out of my way to look up the address. It's simply not worth the effort. All the work they put into this creative is wasted because the consumer has little or no motivation to act upon this particular offer because it's too inconvenient to do so.
Secondly, if I am looking at this particular poster I am standing in a bus shelter. If I am standing in the bus shelter I am most likely waiting for a bus. If I am waiting for a bus, how likely am I to own a car? Not very likely. And if I am unlikely to own a car, how likely am I to be interested in changing my summer tires to winter tires?? You guessed it, not very likely at all. Again, because they failed to think like the consumer the entire marketing tactic is wasted.
Please, don't waste your advertising. Be creative, yes. Be simple and clear. But I beg you, make sure you take the time to think about each particular tactic and, most importantly, think as though you are the consumer.
Am I wrong? Would you take the time to look up the address?
This blog is written by Glenn Cressman, Share Of Marketing's founder and Chief Share Builder (bio). It covers all things marketing. Feel free to comment!
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