Recently I was with a group of people trying to decide where to get dinner. None of us knew of a restaurant nearby, so we went online to do some research. Once again I was stunned that some of the restaurant’s websites didn’t include any menu or at least some menu items, while others didn’t include directions or even a map of where the restaurant was located. It was another reminder that signs, brochures, websites, or any other marketing and promotional materials need to include the basic information that people want, at the very least. And don’t think that only small-time organizations fail to deliver.
Here’s a great example of a banner at Lincoln Center that simply tells you to “Celebrate Lincoln Center’s 50th Anniversary,” as originally posted by Amanda Ameer’s Life’s a Pitch blog:
Here’s what she has to say about the banner:
Question: Why don’t either of the two massive banners for the Lincoln Center 50th Anniversary at the Time Warner Center tell us how or with whom we will be celebrating? (The second banner hanging to the right of this one is identical.) What kind of programming and which artists will the festivities include? Are we not excited enough about this to put an exclamation point after “Anniversary”? That’s too bad. Was there not space to maybe list some of the features of the new plaza? What’s my motivation for going to LincolnCenter.org/50? Lots of “50s” in something resembling the 9 to 5: The Musical font doesn’t exactly spur me to digital action.
As she points out, not only are some of the basics missing in these banners, but there is plenty of space to actually draw someone in and entice them into caring and wanting to get involved. So when you are creating your own marketing materials, remember to include the information that people want, as well as what will make them actually care.
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May 24th, 2009 at 1:07 am
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