Infiniti ad signals the buyer

Ads for luxury cars must work overtime to reach people ready to buy. That's because the pool of buyers for high end cars is small. Think about it this way: in any given week only about 2% of the adults in the market are shopping for a new car. And of that group only 1-2% are considering an Infiniti, Lexus, BMW or Mercedes Benz. Ads that work are big enough to be easily seen and start with a clear signal to the reader to stop and look. Case in point---this ad for Bommarito Infiniti in St. Louis, Mo. Notice at the top the Infiniti logo and the 635 model driving toward you. Many adults will stop and look at this ad but 100% of the Infiniti shoppers will. They can't help but notice the logo and photo. Next the advertisement speaks to why I should buy from this dealer rather than another with a headline that promises to make Luxury Car Driving Affordable. Then we find three clear examples, each showing an illustration, make and model info, lease payments and 1.9% APR. The signature includes phone, address and website, but could be enhanced by including a map. Expect this ad to generate phone calls and walk-in traffic.

Ad hits the target audience

In two seconds how many people who are ready to buy a Honda Odyssey will stop and look at this ad? A bunch. That's because the readers eyes are instantly drawn to the picture of the young family standing next to the bright and shiny new car. The big bold headline shouts Family Values, another hook for the couple looking for a practical and sporty family vehicle. With offers of no payments for 90 days and lowest prices Crowfoot Honda in Calgary wants you to buy from them rather than another dealer. But doesn't every dealer advertise "lowest prices?" Do you believe every advertising claim that you read? Of course not. What makes this ad effective is the dealer proves the savings by including examples and prices in the ad copy. Not interested in an Odyssey? No problem. Crowfoot Honda offers three other great buys on Honda CRV, Pilot or Accord. In fact the entire inventory is on sale. Over 400 vehicles to choose from. Ads like this one promise to save you time and money, both important to many buyers. The layout is clean, the use of color is exceptional. One suggestion: embed the Honda logo at the top of the ad so shoppers who are hunting for Honda can more easily realize that it's a sale advertisement for Hondas.

Winning new customers

Health clubs, like many businesses, need a steady flow of new customers. Prospects include first timers as well as others willing to switch facilities. So, why should someone join your fitness center rather than another?

This handsome small space ad from The Sun in Vancouver, Canada sports happy faces in a full color photo that quickly grabs the reader's attention. The bold benefit headline promises "this membership will change the way you look and feel." On top of that Fitness World offers price incentives: 50% off the month-to-month initiation plus first month free. Web address was included for those needing more information. Run this ad 3-4 times per week for maximum reach and frequency. It's an effective way to win new customers.

Shoe Sale

Simple sells. This print ad from Calgary, Canada targets women with a very clear and direct message: a chance to buy shoes, boots and handbags at up to 50% off. The layout and the designer's choice of fonts and graphic elements conveys quality. Combined with the big and bold promise of savings it's a simply irresistable offer. The signal is clear-- instantly the reader knows its a shoe sale. The benefit to the shopper is loud and clear. Finally, the name of the store is built into the toe of the shoe. Nicely done.

Super self promotion ad

Looking for waterfront property in Fort Worth, Texas? This top producer puts her best foot forward with this attractive layout, flattering photo and powerful benefit headline that urges you to call the area's #1 agent who also is the Waterfront Expert. Then she goes on to prove it with several examples of lakefront and view homes. Pam Knieper and her team have carved a niche and nailed it with this print ad in the Star-Telegram. The top portion can easily be adapted for a leaderboard or 300x250 content ad, driving traffic to her website.

Know your audience

Audience? Designers of this skyscraper I discovered on the website for the Desert Sun in Palm Springs clearly wanted to reach serious golfers with low handicaps and deep pockets.

The message hits the mark with a chance to discover the golf course and resort that is home to the Skins Game. The headline screams value with a sense of urgency to play the newly opened course. Posted on the travel page, this 160x600 banner reaches locals wanting a weekend getaway as well as snowbirds ready for an extended stay. The call to action-- click here to book a tee time-- is the perfect finishing touch.

Expect this skyscraper to generate high yield click throughs.

Effective online banners

Here's a winner that I found this morning on the Kansas City Star website deep inside the Entertainment site on the Menues page. Diners in that midwest city have a variety of choices when it comes to dining out and the Star offers a directory of restaurants who sport their menu online.

A few pixels right of the content my eyes found this 160 x 600 skyscraper featuring Jillian Michaels from TV's Biggest Loser. My wife loves the show, watches it all the time. So naturally I recognized Jillian's smiling face and buff body in the banner. A micro second later I found myself reading the headline: How Big is your weight loss goal? Below it were buttons: 10 pounds, 20 pounds, etc. Quite tempting to click one of those buttons and link to her website. And I'll bet a lot of people do.

The ad works because the creator focused on the target audience, kept the message simple and placed the banner where target customers were likely to see it. There goal may have been awareness but I'm betting they actually want you to click on the ad and go to Jillian's website.