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Bad Advertising Traffic & Conversion

Bad Advertising – Ziba, What Were You Thinking? Part IV

Every day your mind is cluttered with thousands of marketing messages. Unfortunately, most of these messages are garbled, confusing, and downright annoying. And some of this advertising is SO bad that it becomes instructive to share with you… as an example of what NOT to do. A few weeks ago I was at my local […]

Every day your mind is cluttered with thousands of marketing messages.

Unfortunately, most of these messages are garbled, confusing, and downright annoying.

And some of this advertising is SO bad that it becomes instructive to share with you… as an example of what NOT to do.

A few weeks ago I was at my local upscale mall when I witnessed a marketing campaign from a company called Ziba that simply had to be shared.

After seeing 3 examples of how off kilter their advertising was, I just had to check out the store to see the results of their campaign. (Check out Parts 1-3 of this series for the examples)

After all, any good direct response marketer knows that the only thing that matters are results.

It was even Ziba’s "Grand Opening," so if there was ever going to be a crowd of people, it would be now.

So, without a…

  1. Clear idea of who the target market was
  2. No compelling emotional reasons to consider Ziba
  3. No Unique Sales Position
  4. No offer
  5. And no call to action

I walked downstairs to see if direct response was still the code to live my marketing life by.

Here is what I saw:

Photo_110807_008.jpg

A dead empty store.

I stuck around for 15 minutes JUST to make sure, and all I saw was a store so quiet and bare that I swear I saw tumbleweeds floating by.

The BIG LESSON here?

We practice direct response because we don’t want to get these kinds of results.

I’m sure that whoever the CEO is of this company is not very happy about pouring tens of thousands of dollars into a marketing campaign that more than likely flopped.

Don’t you do the same.

To Your Success,

-Mark

 

5 replies on “Bad Advertising – Ziba, What Were You Thinking? Part IV”

Why is everyone so chicken to leave a comment? Because we think maybe at some time we’ve been guilty of poor advertising? I expect everyone has made a blunder if they’ve been doing anything at all.

Meanwhile… I live in a REALLY small town where anyone who advertises uses the local (8 page, weekly) newspaper. And some of those ads are SO bad. The ones that really get me are for new businesses. A good percentage of them do not include the address! Even if they clearly state what they have to offer, no one knows where they are.

Our town is very close to another small town just across the Washington/Idaho border, so businesses in each town place ads in the small town newspapers in each town. That means that these ads could be for a new business in either town.

Do they seriously think that would-be customers will search through both communities to find their new businesses?

Kinda makes you understand why start-ups come and go here so fast that a lot of them close before I ever wander in to see what they’re about.

I guess the good news for these businesses is that they paid only one or two hundred for the ads, as opposed to the thousands probably spent on your Ziba example. But, it only means that they’ll be not quite so far in the hole when their stores close.

I know, as a copywriter I should contact them and offer help. But they think the girls at the newspaper who do it for free save them a lot of money…

The corporate “herd” keeps on mooing and has no respect for direct marketers.

GREAT example of the difference between direct marketing and “branding”.

After reading your series – I have visions of Robert Duvall in Lonesome Dove branding a big “Z” for Ziba on the “herd” in the mall parking lot, and having a drink after a long day’s work

http://www.youtube.com/watch?v=pVBjBClBSao

This is not uncommon to see other places. I have often wondered what ads are promoting. At night when we watch a little TV I see ads and after it finished we look at each other and ask, what are they promoting?
Even in newspapers we see this often. Talk about expensive ads.
You are doing a great service to point these things out to us. We all need to look at our ads and landing pages and make sure we are not making the same mistakes. We might not spend that kind of dollars, but still need to have action.
Keep up the good work.

What is this all about? All you’re showing is a photo of an empty mall boutique store. You’re just telling me basically what is wrong with the advertising. What advertising? Why didn’t you post the “bad advertising”
you were mentioning? You know I’m interested in these things. After all, they are of great educational value.

Out of curiosity, what day of the week was it? That would certainly impact the number of people in the store. Was the rest of the mall packed with shoppers?

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