Another Titanic tragedy?

Look at this poster for ONE SECOND only and then close your eyes...

OK, now that you've opened them again, STOP looking at the poster. Don't scrutinize the message, the image, the colours or typeface any longer. 'One second' of your time is actually five times longer than you normally give to the 2,500 messages subconsciously received every day. 
So, what do you think of it? Did anything grab your attention long enough to make you look longer? Drop me a quick email, I'd love to know.


Here's the thoughts from the ZiG Zone 
Well, it's Northern (and) Ireland Tourisms' attempt to 'piggyback' the plethora of media coverage surrounding the 100th Anniversary of the sinking of Cunard's prize passenger ship, RMS Titanic. Titanic is probably even more famous today than it was back in 1912. With TV documentary's, radio, national press coverage etc., now is an excellent time to push awareness of the NEW Titanic Museum opening in Belfast in April. 


But I'm not convinced that this poster captures the excitement of the moment.

Unless you know what the dramatic shape of the museum is (not dissimilar to Mann Island near Museum of Liverpool), then I just don't think (in the infamous words of Louis Walsh) that people will 'get it'. 

Not only does the subtle imagery let it down but the headline too. Firstly, it's difficult to read as it's SET IN CAPITAL LETTERS and we don't read words we read shapes. 

Secondly, how uninteresting is the headline? An angular block is landlocked? Mmm, fails to stir me and make me want to 'jump in' and fly over to Ireland. 

Sadly this is a poor execution and a severe waste of clients budget. 

If your marketing is to work, i.e. you see a good return on your spend, then the message and imagery needs to be attention grabbing.

Unfortunately this poster doesn't stand out and British museums can hardly throw money away. The ZiG verdict: Yet another Titanic tragedy. If it's any consolation, I'd love to go to the museum after seeing the video on the museum website.

P.S. How long did it take you to notice the boy looking at the submerged wreck at the bottom? More than 0.2 seconds?

Don't wait for The Chancellor. Here's how your business can improve results

Despite yesterdays budget, there seems little hope of a dramatic change to the dismal state of the economy. 
Surviving a recession is tough. When it comes to marketing, business owners have to make a choice:

a) Cut marketing budgets to save money (short-term thinking) or 

b) (More profitable, longer term thinking)
Promote your business with smarter, customer focused advertising that can be measured. 
It might sound obvious, but measuring your marketing returns does help to improve your 'return on investment' (ROI). I know, I know, it DOES sound obvious, but you'd be amazed how many businesses don't know what works for them and what doesn't.

So, BEFORE you spend another penny on producing a business-generation communication (whether online or offline) think about these 4 simple questions:

1. WHO are your target audience? Who do you want to buy from you?
 It's no good producing any communication if your targeting is weak.

2. WHERE will you find them? Where is the best place to advertise to them or for them to find you?

3. WHAT do you want to say to them? What is your offer and is it different (and better) from your competitors? Is it believable?
and,

4. WHY the 'heck' should they pay attention to you? Does your communication stand out from the crowd? This point is especially relevant when you produce press advertising or pay-per-click.
Food for thought?