"I’m
sick of being grilled
about replacing my carts.”
epr developed this ½ page ad for the laundry products
division of Meese Orbitron Dunne Co. targeting executive housekeepers, laundry managers, facility managers
and others involved in buying bulk linen carts and trucks. In an industry
where such carts had become commodities and ads had become nearly identical
from one company to the next, this ad departs from the commonly used photos
of a broad range of carts. Instead, the ad features a member of the target
audience and speaks to her colleagues as people. It demonstrates the company
understands their plight.
Since most companies advertise with small fractional ads or smaller classified ads, this display ad captures a disproportionate share of attention. It stops prospects in the market for carts and also stops prospects who may have neglected to consider their needs to upgrade the company’s new carts.