B2B Print Advertising: “Everybody’s doing it.”
Epoch Design was asked to be featured in the June 26 issue of Home Improvement Executive, with a special report on Innovations in Mailboxes. The catch, of course, was that we would also need to advertise ($$$).
Generally, we do not spend much on print advertising, instead focusing marketing monies and efforts online as well as occasional TV and radio advertising. However, after deliberation we decided to go for it.
The magazine primarily targets home improvement executives (go figure), reaching some of the most influential decision-makers at businesses including Home Depot, Lowe’s, Menards, Sutherland, Orchard Supply, Wal-Mart, Sears Holdings, Meijer, Fred Meyer, Canadian Tire, Rona, Home Hardware, Tractor Supply, Blain’s Farm & Fleet, Mills Fleet Farm, Ace Hardware, True Value, Do it Best, Orgill, and others. While many of these distributors are already Mail Boss resellers, many others have yet to get on board.
The message we want to communicate to potential business customers is this:
Identity theft is the fastest growing crime in the country, and Americans are switching to locking mailboxes. In a few years time, unlocked mailboxes will be a remnant of the past. This trend equates to a huge opportunity for home improvement stores to offer consumers a true solution to mail-identity theft. If you’re going to sell locking mailboxes, why not offer one like the Mail Boss at an affordable price that offers real protection from identity theft? Oh, and by the way, we’re already a preferred vendor for countless hardware stores, so get with the program. Everybody’s doing it!
And here is what we came up with to communicate that message:
We used the gang plank mailbox installation to show that homeowners are switching to locking mailboxes. No, it’s not a glamor shot, but it is a real life portrait of the changing times.
The text reads:
Consumers are switching to locking mailboxes to protect themselves from mail-identity theft. Savvy home improvement stores are reaping the benefits of this trend. Do you have what everybody wants? The innovative Mail Boss delivers formidable identity theft protection at a price your customers can afford and with margins your operation will enjoy.
Giving consumers a solution. Transforming the mailbox category. That’s Mail Boss.
So what do you think? Do you like it? If you were a home improvement executive, would this ad make you think *just a little* about carrying Mail Boss?
Comments and feedback welcome… especially if they’re positive!