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Safeway does in-store display advertising?

by Tony M
2 replies
Hey Warriors,

So, it's almost midnight here and I decided to
head over to my local Safeway grocery store
to refuel on some Netflix sweets...

... as I was exiting the store I notice a pretty
big display that was promoting a local painting
company.

The picture is below:




My question is...

What would you do to get the best possible
response from this particular advertising?

This ad is really typically for local business owners
and pretty much represents what advertising is
"supposed to look like".

Just wanted to hear from some of you copy geniuses.

--Tony
#advertising #display #instore #safeway
  • Profile picture of the author Steve The Copywriter
    It's a dull generic information Ad.

    They only tend to work on people who want the services right now.

    It's like a typical Yellow Pages Ad.

    There is nothing compelling to make them want to use the advertiser.

    And not many who are busy shopping are likely to remember the name, number or the overly long website address*

    Chances are they'll think "Yea, we might contact them, but maybe we should phone around for other quotes and see who is the best and has the prices to fit our budget."

    The most the Ad will do is get thinking thinking about decorating when it should be enticing them to get on with it and prove THEY really are the ONLY company to use.


    Steve


    P.S. * On the positive side they do have Postcards people could take away - it's a brilliant idea providing they copy is great.

    At the very least they could make an exclusive and irresistible offer to the Safeway shoppers.

    By the by when you do an "exclusive" to the shoppers it can reduce the costs having the display in the store - as well as ramping up the response.
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    • Profile picture of the author Tony M
      Originally Posted by Steve The Copywriter View Post

      It's a dull generic information Ad.

      They only tend to work on people who want the services right now.

      It's like a typical Yellow Pages Ad.

      There is nothing compelling to make them want to use the advertiser.

      And not many who are busy shopping are likely to remember the name, number or the overly long website address*

      Chances are they'll think "Yea, we might contact them, but maybe we should phone around for other quotes and see who is the best and has the prices to fit our budget."

      The most the Ad will do is get thinking thinking about decorating when it should be enticing them to get on with it and prove THEY really are the ONLY company to use.


      Steve


      P.S. * On the positive side they do have Postcards people could take away - it's a brilliant idea providing they copy is great.

      At the very least they could make an exclusive and irresistible offer to the Safeway shoppers.

      By the by when you do an "exclusive" to the shoppers it can reduce the costs having the display in the store - as well as ramping up the response.
      I completely agree with you.

      I feel that there was too much real estate
      that was totally wasted (mainly from the big logo).

      Also, I wouldn't have placed the number on
      the 'mini-billboard' either.

      The mini-billboard's job (in my opinion)
      is to get the prospect to "find out more".

      Maybe a 2-step approach?

      --Tony
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