Feedback on our advertisement

[Eugene at Pelican Parts]

Hey all,

We're looking for some input on a print ad we're preparing for John Starkey's upcoming book entitled Golden Era- World Championship Sports cars, 1981-1992. Please provide us with a little bit of feedback on this draft - not necessarily criticism, but how you would perceive the ad if you came across it in a book like this. If you're not entirely familiar with John Starkey, you can find out more about him and his work here:

http://www.johnstarkeycars.com/pages/publish_ca.html

Please click the thumbnail:



A few things to keep in mind:

Physical dimensions of the page will be about 8" x 9".

Do you normally purchase books of this sort?

As a non-customer, would you notice this ad? Why or why not?

Is it enticing? Distasteful?


Thanks again!

[efhughes3]

First off, I'll say that I completely ignore ads in books. I figure that if I'm buying a book, it's different than a mag, and I don't think it needs to include ads.

Having said that, I know there is a need to market, so that is not a slam on you guys doing it. The ad definitely has presence by catching ones' eye and seems to convey what it is you offer.

[efhughes3]

Maybe it's the floor that's too busy. Go black and white tiles or a flat light gray.

[cbeers]

I was thinking the same thing on the floor. Black and white might get busy with a black car too.

Maybe the grey idea?
Red?

[jester911]

My first thought was that you had to look pretty close to find what kind of parts you sell.

If you are not familiar with pelican and you own a porsche or bmw this does not catch the eye. I think the brands need to be more visible.

Just my .02

[ubiquity0]

I think the ad would actually put me off buying the book. In a magazine it wouldn't be an issue for me- unabashed and gaudy ads are the norm & basically necessary to catch the skim reader's eye.

A book ad should be more refined IMO. It works in a different way. Typically a magazine is read once then discarded (although enthusiast magazines like Excellence are generally filed away and referenced occasionally). A book tends to be treasured & will probably be referred to more frequently (assuming its good).

This ad looks unstructured and seems to resort to bright colors and big type to try and catch the eye. I don't understand the need for a screenshot of the PP website (bear in mind this could look very dated in a few years, when people are still buying the book new off-the-shelf).

A more polished & designed ad would be more appropriate and more effective IMO.

[limble]

Originally posted by jester911
My first thought was that you had to look pretty close to find what kind of parts you sell.

If you are not familiar with pelican and you own a Porsche or BMW this does not catch the eye. I think the brands need to be more visible.

Just my .02

I tend to agree.
Bring the reference to Porsche and BMW out more. We are very loyal to our brands. When I see anything Porsche it gets my attention, just ask my wife. I know a lot of Beemer guys and they are the same.
That being said I would remove Wayne's car from the ad. Or maybe put an M3 along side of it. Maybe a shot of the two grills fanning out from the center. Or have a pelican working on the engines of both cars. So the rear of the Porsche and the front of the Beemer form the V. Both are very recognizable.

[rickdm]

Wayne, I agree with the above comment about the floor. How about a nice solid color floor with nice legible text (no black outline), that way I could actually read your ad with my 50 year old eyes.

rickdm

[Zeke]

A LOT better than the usual black and white ads. Might be a little busy, as the others say. Remember, you have less than one second to draw the reader into the text. What do you want to say the most? To me, the checked-off words caught my eye right off. So, parts I got. And the car pretty much tells the story from there. Maybe show a little more of Wayne's car or some other noteworthy one.

"Community?" I'm still thinking about that. Sure, we have one, but is that what you sell? I'd rather see "Free How To and Tech Info." Use the space wisely.

Upon further study, I think the wall to the left is useless. The stuff is barely legible and means nothing to me. The Pelican home page is way more important, AFAIC.

[d5c5b]

less destracting floor (personally dont like the color) one less pelican.....and mvoed the name down a bit...maybe the little text blurb goes below the phone numbers?! just my suggestion....

[Zeke]

Hah! Wayne's got a flat tire now!

Good job.

[d5c5b]

ohhh, one last thing...i'd change the view looking at the car a lil bit...instead of the skewed side...i look more down it....maybe this diagram makes sense?!?!

[stefang]

I haven't seen ads in books yet, but I'll have the same reaction as to ads in movies - get out of my face, I just paid for this and don't want to be bothered. I expect it on TV and mags, but not here.

Just looked at the the price of his books and wow, I'd be really pissed to pay $70-$100 for a book and find ads in it.

Stef

[ianc]

Yeah, I think it is very busy. The two walls covered with stuff and the tiles combine to just make too much happening. And it bothers me that the car's cut off. Focus more on the beauty of the car: sex sells!

ianc

[Brother]

Your best ads were your technical article ads that were full pagers in Excellence. Why fight it when you got it?

[Hugh R]

Too busy, Porsche and BMW don't jump out at you. I know its a mock up, but too grainy.

[Wavey]

If that ad was a Porsche, it would be a 928 with a sunroof, luggage rack, trailer hitch, extra fog lights, rear fog lights, 8 tailpipes, and 22" wheels with self-rotating centers. And extra cupholders.

Simplify.

And hire a real designer to do the job. Desktop publishing is worse thing that ever happened to graphic design.

[on-ramp]

Was "Graphics Designer" one of the open positions at Pelican?

[stomachmonkey]

Way to overdone.

Number 1 rule of effective communication.

Priority of information.

Just about every element in this ad competes with the other elements.

Number 2

Effective communication requires proper flow.

You should be able to lead somone thru the piece, their eye should not be bouncing around the piece.

Personally I'd get rid of the left wall and web page.

Scott

[Phoenix]

Eugene:

I agree with all the relevant comments on it being "busy" and "overdone". I think your trying to convey too much and thereby resulting in a confusing takeaway.

The best ads are focused. Each additional message dilutes the takeaway from the overall ad. A good ad should be eyecatching, read and gain the readers interest in just a few seconds because that's all a reader will give you. If it's something the reader is looking for in their current mindset, they are more open to your message and will give you more time.

To that end, I would suggest focusing the message on one which is relevant to the reader of this book. In this case where the reader is involved in a book about presumably the history of racing, "parts and tools" may not be their primary focus at that moment.

I would suggest focusing and headlining the message in this book on the wealth of information available on PP ("Technical" Ariticles, Advice access to industry professionals, etc...) becasue this is much closer to the readers currrent mindset. This may not be what you're directly selling, but certainly is a significant asset and a major "point of differentiation" (in marketing speak) between you and your competitors. (It's also what led me and I would think many others to PP in the first place. I came for the info and advice - I stayed and subsequently bought/ buy). You can and should put the parts, tools and books message (what your competitors also have) in the copy. (Besides, your name "Pelican Parts" already conveys this.)

Now if you were placing an ad in Pano, you might be able to go with a more parts/ tools oriented message given readers already own a Porsche. Personally, I would still stick to teh articles and advice in Pano since, IMHO, they don't do a good enough job here and leave their readers wanting.. With Excellence you could go either way or better yet alternate if your budget allows.

Just the $1.20 ($0.02 adjusted for inflation) from a currently out of work marketing/ media/ communications geek.

Of course, best would be if you could get John Starky to mention PP in the book itslef