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Ad Makeover
Fox Valley Animal Referral Center
Summary
Creating a new ad for
the Fox Valley Animal Referral Center
meant rethinking the "image" approach commonly
used by many professionals.
Determining the correct target customer was critical,
so it was helpful to know that those in need of emergency services for
their pet usually call their own veterinarian first.
The motivations of these veterinarians when recommending one referral
center over another are what dictated the headline instead of simply leading
with Fox Valley Animal Referral Center's top benefit.
In this case, the motivations were quality care and
the vet's bottom line.
We found the solution was to create two ads, one for Fox Valley's emergency
services and another for vets who hadn't been using their exceptional
diagnostic and surgical services.
Both ads attracted the attention of vets with a dominant graphic at the
top (most readers focus on the image first and read down), and then followed
up with benefit headlines that were precisely what their target customers cared
about most.
Each ad then went on to provide enough detail that
even a highly skeptical veterinarian would believe the claims and respond.
We used some techniques learned from the type
section to give the ad a more professional look and determined a larger
ad size was needed due to
the relatively few vets out there who were in the market for Fox Valley's
services (primarily because almost all of them were using Fox Valley already).
Fortunately, with their high average sale, even a minimal response would
make the ad profitable.
Unlike many ads that are developed using a creative process, these ads
were developed using a step-by-step, logical process that considers the
practice's products and services, target customers, and competition, as
well as how these target customers read a publication, look at ads, and
respond to them. It's this approach, discussed throughout this Web site
and detailed in our self-paced online course
and live advertising effectiveness seminars
that enabled us to help this advertiser, but 1000's of others.
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