HOLY CRAP! A full page Lotus AD in Wired Magazine
October 21 2009 10:00:00 AM
Add/Read Comments [9]
As winter quickly approaches here in Toronto, the real story may be that hell has actually frozen over.
As I was sipping my morning hot chocolate and flipping through the latest edition of my favourite magazine Wired, I almost spit out my multi-grain bagel as I stumbled upon this...
That's right. A full page advertisement for Lotus in a major magazine. WELL DONE!!!
If you read my post about the Lotus Knows airline videos, you'll may recall I didn't find it very affective.
"Honestly it does not hook me into wanting to find out more. If you don't already know what Lotus is, this does not tell you, and it does not make me curious enough to go find out." and "I think the failing is that it does not say what is in it for me, which is one of the main things an ad should do. "
So how does this new ad stack up?
It very clearly says (not shows unfortunately, but says) "delivers collaboration and social networking capabilities to a web-based platform". Excellent. That gives me a general idea about what the ad is for, and I keep on reading.
However, I still think it falls short by not hooking me in via any personal connection. Yes, it does say "So you and everyone else on your team can use the cloud as an excellent place to get things done". But get what done? How is it better than what we do today? What problem does it solve? What benefit does it provide? Why do I need one? etc.
Compare the Lotus ad to two others found later in the magazine for Microsoft and Citrix. Both of these make an immediate personal connection via imagery.
The first is for Excel (Office) and tells me that if I know how to budget properly, I can afford a night out. I like it, but some of you may be thinking "Well that is not a business product, it's for consumers". Ok, so let's look at the second then for Citrix GoToAssist. It says "lets you view and control your customer's computer's online, so you can use your expertise to instantly fix the problem". Bam! They hit you with a very clear benefit statement vs the fluffy "get things done".
I'm not trying to be overly critical. I think it is GREAT that Lotus is advertising. However, in this one man's opinion, the ADs are not as affective as they could be given that they are final running a campaign, and I hope my reviews of them can help shape future improvements.
Very cool to see though, and it is certainly a move in the right direction.
Thoughts?
As I was sipping my morning hot chocolate and flipping through the latest edition of my favourite magazine Wired, I almost spit out my multi-grain bagel as I stumbled upon this...
That's right. A full page advertisement for Lotus in a major magazine. WELL DONE!!!
If you read my post about the Lotus Knows airline videos, you'll may recall I didn't find it very affective.
"Honestly it does not hook me into wanting to find out more. If you don't already know what Lotus is, this does not tell you, and it does not make me curious enough to go find out." and "I think the failing is that it does not say what is in it for me, which is one of the main things an ad should do. "
So how does this new ad stack up?
It very clearly says (not shows unfortunately, but says) "delivers collaboration and social networking capabilities to a web-based platform". Excellent. That gives me a general idea about what the ad is for, and I keep on reading.
However, I still think it falls short by not hooking me in via any personal connection. Yes, it does say "So you and everyone else on your team can use the cloud as an excellent place to get things done". But get what done? How is it better than what we do today? What problem does it solve? What benefit does it provide? Why do I need one? etc.
Compare the Lotus ad to two others found later in the magazine for Microsoft and Citrix. Both of these make an immediate personal connection via imagery.
The first is for Excel (Office) and tells me that if I know how to budget properly, I can afford a night out. I like it, but some of you may be thinking "Well that is not a business product, it's for consumers". Ok, so let's look at the second then for Citrix GoToAssist. It says "lets you view and control your customer's computer's online, so you can use your expertise to instantly fix the problem". Bam! They hit you with a very clear benefit statement vs the fluffy "get things done".
I'm not trying to be overly critical. I think it is GREAT that Lotus is advertising. However, in this one man's opinion, the ADs are not as affective as they could be given that they are final running a campaign, and I hope my reviews of them can help shape future improvements.
Very cool to see though, and it is certainly a move in the right direction.
Thoughts?
