We all know that advertisements are supposed to increase sales. The question is, how effective they are. In a recent Global Spa Survey, Coyle Hospitality Group had 1,275 consumers look at an array of print ads. Despite the fact that the background images were all the same, when asked to rate each ad, one was clearly the most appealing.
Why was this ad so much more appealing? We asked that very question. Interestingly, the ad did not offer the greatest dollar value. We did learn, however that simplicity, flexibility and providing a sense of control were the primary reasons the ad was more compelling.
The ad was geared towards getting new visitors to a fictitious spa. Each ad showed a tasteful model sitting before a gentle surf on a sunny day. Each had the same call to action and same date restrictions (Monday through Thursday), but all featured a different offer. The ad that offered $25 off of any service was the clear favorite.
The top 3 reasons for appeal cited by participants for the ads overall were:
1. They had an open choice of services (flexibility)
2. The discount seemed large (hence a bargain)
3. There were no requirements (minimum expenditure) to enact the benefit (control)
Interestingly, it was also frequently mentioned that clear, concise offers were much more attractive. Generally, the simpler the ad the better, in the eyes of the consumer.
By Stephanie Perrone Goldstein, Coyle Hospitality Group, www.coylehospitality.com