I opened an email this morning. Only the names and places have been changed.
Remember when you offered to critique an ad? This ad is so boring I can't stand it! Any ideas on what I can do to spice it up?
It’s a celebration! Bob’s Pharmacy of our town first anniversary celebration is February thirteenth through the seventeenth! Stop by and check out the first anniversary sale with “our” brand vitamins and over the counter medications. Buy one - get one free! Register to win one pound of chocolate, given away daily from February thirteenth through the seventeenth! Grand prize drawing is a $250 gift certificate good at over 700 merchants! Stop by for a free blood pressure screening. Bob’s pharmacy of accepts over 250 Medicare part D medication prescription plans, and over 600 other prescription insurance plans including Blue Cross. Bob’s Pharmacy bills your diabetic supplies to Medicare and other insurance companies. Be sure to ask about Bob’s Pharmacy’s free meter program. That’s Bob’s Pharmacy’s anniversary celebration, February thirteenth through the seventeenth, on East Main, Our Town.
I know nothing about Bob’s Pharmacy – so it is impossible for me to write an ad for him. But at this very moment similar ads are airing on hundreds of radio stations (and cable systems) across the fruited plane so perhaps my initial observations will help prevent the wanton waste of advertising dollars for other businesses struggling in a crowded marketplace.
There are at least 4 ads in this copy.
2. Sale (vitamins and over the counter meds)
3. Medicare Part D
I’d ask Bob to explain what he does that other pharmacies don’t do or don’t do as well. Is there anything compelling or unique? Does he provide any service above and beyond the competition?
1. Anniversary Ad
Is a pound of fudge really anything to get excited about? Give everyone a sample – sounds more generous and Bob would probably pick up some incremental sales.
Paper is the traditional first anniversary gift. Perhaps Bob could give gift-wrap, thank you notes or free cards (birthday, anniversary, etc). No strings or purchase required. A few hundred dollars worth of product would be worth thousands in word of mouth advertising.
Seems like everyone has buy one get one free sales so there isn’t anything unusual here so I wouldn’t recommend a sale ad. But if the client insists, then explain the sale in detail. Does the buy-one get one free offer extend to all Bob’s store brands and what are “over the counter medicines anyway?” Perhaps you could take the angle that there’s plenty of winter (colds and flu) still ahead. Better stock up on decongestants, etc.
3. Medicare Part D
Doesn’t everyone accept 250 Medicare prescription plans or over 600 insurance plans? However, Medicare has been having a difficult time enrolling people in the program (Report). Does Bob offer advice or direction on which plan is best for the individual? Tell me something I don't know.
What is the “free meter plan?” Is direct billing unique? Why should I trust Bob rather than Liberty Medical the company Wilford Brimley pitches on TV? By the time you get around to mentioning this service anyone interested in Diabetic Supplies would have mentally tuned out.
In conclusion (for now) remember that great ads are like a charging rhino. They make one powerful point. Have your client tell you which powerful point they want to make and go from there.
Now go save as many ads as you can.