Ah, the age old debate facing Creative and Marketing teams everywhere. Does Hard Sell work? Maybe the more appropriate question is, does it work BETTER than a more conceptual, even entertaining approach.
I can think of dozens of people who are probably already creating graphs showing the response rate to Hard Sell. I suppose it really depends on what’s being advertised, and by who - If you’re all about values and discounts, and all you really want to say is that a bag of carrots is now £1, then you put a huge red flash with ‘£1’ on it next to the picture of the carrots, right? But would it have more of an impact if there was a clever little illustration or animation involving a carrot (I’m starting to regret using the carrot example, but you get the idea), and would you remember it? Personally, if I see a big red flash with £1, I remember that carrots are selling for £1 somewhere, but can’t quite remember where.
Then there’s the Hard Sell that tries to be amusing. I’ll give you four words....
“Hi, I’m Barry Scott”.
Yes you are. And are you the most irritating human being on the planet? Possibly. But, even though I don’t remember seeing (or hearing him through the wall from next door) recently, I remember the ad, I remember the brand and unfortunately, I remember him. So the ad works. Do I buy what he’s selling? No, but that’s because he annoys me so much, and he brings out the snob in me that thinks it must be cheap, and not in a good way. (By the way, I hear Cillit Bang is very good, so please don’t sue me Mr.Scott, I’m just making my point). So maybe it doesn’t work so well.
Obviously, being a creative person, I’m going to fight for the conceptual approach. That’s what works for me, and that’s what I like to create. And, though I admit that there are arguments for and against Hard Sell, there’s no denying that more and more companies are taking the path towards entertaining the audience to get their message across (no, Barry Scott does not count as entertaining). Animated TV ads are popping up all over the place. The great ads by Studio aka for Lloyds TSB are mesmerising, and have created a whole new world of characters that I now associate with the bank. I can even remember the music that goes with it (yes, I’m humming). Once you stop and think about it, there are loads of ads using animation – think of car ads, alcohol, Coke...
Animation is just one example of a conceptual approach rather than Hard Sell. There are just as many options with print based advertising. I’ll leave you with these two sale ads. Which one will you remember tomorrow?
3 Comments on "Hard Sell – Does it work?"
Rob Dummer says: 1 March 2009 7:29pm Good points. My biggest bug at the moment is the "Stupid Man" ad's. Everyone from Somerfield to nappies to oven cleaner are having a go.
David Tawley says: 4 March 2009 8:16pm Very good points. I personally hate the shouty adds. They annoy me rather than giving me any incentive to buy anything.
Mekajinn says: 4 March 2009 11:44pm I love the cillit bang ads =] BANG! and all taste is gone!
Jessicarab says: 11 May 2009 00:01am Hi there, not sure that this is true, but thanks.
ArianaTisY says: 13 May 2009 7:53pm Wow! Thank you very much! I always wanted to write in my site something like that.
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