While reading the monthly metal machining trade journals, I noticed that machine tool ads have a common trait. They’re too busy. Many machine tool ads try to pack 10 pounds of info. into a 5 pound bag. The ads look more like brochures. By saying so much they say so little.
Thanks to the Internet and our busy schedules, we all have some form of ADD and don’t have the patience to decipher an overloaded advertisement with mixed messages. These busy machine tool ads are cluttered, confusing and give the industry a bad image. A good advertisement is absorbed quickly and shouldn’t require too much thought. Goos ads say alot without saying too much and don’t feel to feel compelled to plug every square inch of advertising white space with text, product or social media images.
Ads that include QR codes take browsers to a smart phone configured website. This will make it easy to view than taking the browser to a standard size website. Machine tool advertisers should consider sending the reader to a video demonstration or a website landing page (via URL or QR tag) where they can read more about the product and request an online quote. Smart advertisers, will use print and ask readers to opt-into their text messaging marketing campaign.
As a Internet marketing consultant (with 20+ machine tool experience), I provide affordable marketing solutions for machine shops. For more information fill out the form to the right or call me PJ Naughton at 847-532-0812.