Simple, Focused Messaging Works — Despite Distraction of Mouth-Watering Chocolate Cone

Simple, Focused Messaging Works -- Despite Distraction of Mouth-Watering Chocolate Cone

We just got our prints back from our February Florida trip, including this one hyping Big Olaf’s, our favorite ice cream place on Longboat Key. I spied it one balmy evening as I strolled around the corner, cone in hand after a visit to Big O’s.

Always the marketer, I was struck by this sign’s effectiveness. Here’s why it works, and what you can take back to your nonprofit marketing:

  1. It’s a basic production, but gets the message across.Don’t get caught up in production values. It’s easy to spend too much money and time on fancy paper or design, with incremental difference in impact.
  2. The message is focused and succinct (all about price), and has universal appeal.Olaf resisted discussing other competitive advantages — flavor, size of serving — both of which are more subjective than price.
  3. They listened, then just did it. Rather than get a designer in, or wait till they looked at other ice cream marketing, they listened to customers waiting in line and responded. With a strategy as low-investment, low-risk as this one, it makes sense to throw something at the wall to see if it sticks.
    Depending on your org, it can make sense to experiment first, then get approval (based on your findings) later.
  4. BO’s product value is emphasized by linking it to the news (price of gas), an evergreen strategy for getting attention.

Missing out on the Getting Attention e-newsletter? Subscribe now for in-depth articles and case studies on nonprofit marketing.

Nancy Schwartz on April 2, 2008 in Branding and Messages, Case Studies, Nonprofit Communications | 0 comments
Tags:

<< Back to Main