I try and read USA Today every day. Over the past few months as the economy has been bouncing around from good to bad to real bad I have noticed more and more companies taking out full page ads in USA Today and trying hard to get their messages across. Most of the ads are playing off the economy. Over the past few weeks I began to save these ads and I thought I would share the headlines of the ads with you.
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We can’t afford to do without the U.S Auto Industry. Here’s why. – GM |
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It’s hard for investors to trust anyone right now. So why are so many trusting Schwab? – Charles Schwab |
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There’s never been a better time for a second opinion. Or a better time to talk to Ameritrade. — Ameritrade |
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In these Challenging times, Merck is here to help. — Merck |
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Providing stability. Securing the future. — CITI |
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The faces you know. The service you trust. — Wachovia |
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Simplify your holiday travel life. — The Airport Valet |
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I will admit that some of these ad headlines don’t really work for me. I don’t like the GM ad. I realize the industry is hurting and needs some government help but I prefer positive ads rather than going negative. I really like the Wachovia message. For me it is short, to the point and focuses on service which I really look for in dealing with a company.
- I am curious which ad really made a difference to you
- Which ad got their message across?
- Did any of the ads make you do something different with the company?
- Which ad do you not like?
I look forward to reading your comments.
Paul Kirch says:
CITI and Wachovia both have positive messages. I really like the CITI approach. It’s focused on the future and what they provide without providing any criticism. It’s the type of approach we need right now, in my opinion. The GM ad, though valid, really sounds negative and is a turn off. And Charles Schwab really missed if you ask me. Positive messages will impact me much more than negative or critical.
Betsy says:
Paul has a valid point on the positive message perspective. The GM ad points out why they are in such trouble. You can’t scare people into buying your product when there are better viable alternatives. Wachovia does a nice job ghosting their past high customer service ratings and reminding their customers what makes WB special.
Natalie says:
I really like the Citi message as it makes you think they are looking towards the future. I believe this is a very powerful message at a time when most companies have been looking for the immediate reward and setting their sites on the future of their company, industry or customers.
kelly mangum says:
I saw an ad on TV recently for Hyundai – they are promising to take new cars back within one year of purchase if you “unexpectedly lose your income” – whoa. I was floored. I’ve never heard of a ‘return policy’ from a car company. They certainly made their point with that message. And look I am telling all of you!
Bob Graham says:
Kelly,
I saw that Hyundai ad and had the same reaction. Their tag line was “We’re all in this together.” which I thought was great. None of the examples provided by Merrill had any effect on me (am I too cynical?) but the Hyundai ad definitely resonated.
krista joyce says:
I love the sensitive & empathetic messaging Hyundai is using and I think it takes guts to go out on that limb right know and it truly touches consumers where it counts these days. There is a difference between positive & negative messaging but touching a pain point in a way that shows your consumers you care is the smartest card to play in my opinion!
For the record – i like the citi card ad – but as a citi card holder i don’t trust them now. my one year fixed “situation” expired right in the middle of the ecominc plunge and they’re jerking me around with awful interest rate/options and there is nothing i can do about it (that i know of at least)…. ARG!!!
Barbara says:
Since everyone is commenting on the Wachovia ad, my 11 year old grandson has a new slogan for them. He had just seen one of their ads on TV and said to me, “They should say – We are Wachovia – We Watch Over You”.