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The Absolute Best Usabilility Testing You Can Do...FreeNew Advertisement: Rip Hangers…Your Thoughts?
After making an advertisement for the newspaper, and finding out the results of how it worked out, it was time to come up with an idea that will bring in results faster and in higher volumes (more than 0!). It’s time to do a little guerrilla marketing, and after searching around, I think I found the perfect solution (at least I hope so!). They are called rip hangers. Essentially they are just regular door hanger advertisements, but the bottom 15% or so can be torn off. This is perfect to have you business card, or in our case, a coupon for 50% off all home services.
I think door hangers are great because the advertisement is right there. The potential customer may just throw it away, but they are forced to at least get a glimpse of the front, and if something entices them enough, they will look at the rest. Usually the door hangers I get are from restaurants, they are white with may one or two colors, and nothing really stands out enough for me to actually look at it. We’ll be doing full color and big lettering, hopefully enough to stand out and at least garner a look.
We’ll be getting 2,500 of these rip hangers printed, and 48HourPrint.com will be doing the printing. It will run us about $300. By just pulling in less than 10 customers, or even just one business customer, we should be able to easily make that money back. I’m really hoping that this will turn things around and actually work, as I’ve been really bummed out about advertising results lately.
I want to get your thoughts on the initial design. If there is anything that should be changed I can make those changes before actually sending the files out for print. So give me your opinion. Note that there is a good amount of trim space around everything, on the printed version there will just be a little amount of space between the edge and the text. Keep in mind the idea is to use the big text to entice the reader to read the smaller text, and hopefully cut the coupon off. We may not get customers right away, but they have until the end of the year to use the coupon. We also had a little concern for the text in the first paragraph on the front, let me know what you think about that and if it should be re-worded:
Front:
Back:
Again, I’m very interested in hearing your thoughts. If you think it sucks, don’t hesitate to let me know!
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Brandon Hopkins
07/25/2007 12:00 pmWho’s gonna hang the hangers? That seems like the bigger cost.
David Pitlyuk
07/25/2007 12:03 pmWe’re going to do it ourselves to minimize cost. We have a full-time employee that’s normally working only 15/40 hours a week, so we gotta keep him busy.
Brandon Hopkins
07/25/2007 1:00 pmWhat skills does he have? I always need people
Brandon Hopkins
07/25/2007 1:00 pmOh, and doing it yourself will definitely work. I would give him some talking points because he’ll definitely run into people as he’s hanging.
Brian
07/25/2007 3:38 pmI like the door hangers, I’m not a huge fan of fine print, however. I mean… instead of saying: Limit One Per Customer With This Certificate Only (no copies)?
Why not just say “1st Time Customers Only”? That seems to cover all that stuff, and it doesn’t have to look like there is a ton of fine print…
David Pitlyuk
07/25/2007 4:02 pmBrian: Thanks for the feedback. All that stuff is on the back, do you think it will make much of a difference? That’s not bad to put that, but I still want to have an expiration, and I want to make sure it is still only for original copies so it doesn’t get spread around too far. The idea is that the clients we make out of this will do word of mouth advertising for new clients which will be paying full price.
Thoughts based on that? I too would like to put as little as possible, the best I would say is I could remove the “Not valid with any other offers”.
Brandon Hopkins
07/25/2007 4:50 pmI like the looks, I don’t think it’s too complicated. People expect fine print. If I don’t see fine print, it makes the ad seem like a scam. Fine print is fine.
Derek
07/26/2007 1:57 amDave, sorry for taking so long to get back to you with feedback but here are a few thoughts - all mostly minor things as I think this looks pretty good.
1. Could the “trimegatech” on the front be centered above the hole? It seems a little off balance pushed to the right like that.
2. The opening paragraphs feel too “wordy” to me. My concern would be having too much text that causes the reader to toss the hanger aside. I’ve tried rewording the paragraphs to cut it down a little, something like (not sure this is any better though):
“Tri Megatech - your local on-site technology experts here to help you with all your computer problems and questions.
Please accept this 50% off coupon* as a token of our appreciation for welcoming us to your community.
See reverse for full list of services.”
3. You ask the reader to see the reverse side for details twice, once in the body text and once on the coupon. Do you need both? Maybe just at the very bottom of coupon? Also, I would center that text like the print above it.
4. The coupon mentions home users. Are you excluding businesses from using the coupon? I think that is fine if you are but just thought I would mention it.
5. On the back, I would change “Moving data” to “Moving Data”. All other multiple word services have each word capitalized. Picky I know but I noticed it.
6. In the fine print, “Limit One Per Customer” does that refer to only one service will get 50% off or that they can only use the coupon once for one visit?
7. I’m torn on the “With this certificate only (no copies)” line. I can see why you are adding this and the need to be explicit about it, but it just seems out of place to me. Maybe it is the wording, I’m not sure. “Present this coupon at time of service”, not sure if that is any better.
Dave, I think you’ve done a good job with this door hanger and I hope it works well for you guys. Putting them out yourselves will certainly save on your costs.
Sorry for being so picky on my points above but I am just trying to be particularly critical to give feedback on anything that might stick out to me as a potential customer.
David Pitlyuk
07/31/2007 4:37 pmDerek: Sorry for taking so long to get back to this, I’ve been non-stop busy! I appreciate the awesome feedback!
1) All the centering will be refined before sent to the printers.
2) It seemed wordy to me as well, main reason why I wanted some feedback. You have some good ideas, and I’ll re-word and play around with it.
3) The coupon text for turning around is more about for when it’s ripped off of the main hanger.
4) This is targeted specifically towards home users, but we wanted to mention that we do business stuff as well. The coupon is not eligible for businesses.
5) Good call
6) Can change that to one use per customer
7) I got this text from a coupon I received from a local dry cleaner, but I do like your wording better….maybe “Present original coupon at time of service”.
Thanks again for the feedback, no worries on being picky, it’s just what I wanted!