As a marketing consultant I’m always looking for new marketing ideas to stimulate my thinking. I spend time scouring newspapers, scrutinising every billboard I past, and accepting every flyer that’s thrust upon me.
I’ve made it a habit never to dismiss anything on first impressions and firmly believe that there is always something to be learnt from other peoples marketing material, no matter how good or bad it is.
This approach has severed me well over the years I’ve picked up some great ideas and adapted them for some of my own marketing campaigns.
Several weeks ago I picked up a postcard size flyer advertising a company called CashBackCard.com – basically a pay-as-you-go debit card company that give you cash back on all of your spending.
The flyer I picked up was bright red on one side and white on the other. The white side was so cram-packed with information that it was almost impossible for me to work out what it was promoting. (I later counted around 140 words on this side – which is way too much for a postcard size flyer). It’s only saving grace was that it had the companies name ‘CashBackCard.com’ boldly printed across the top which instantly clued me in to its content.
It was so messy that I didn’t bother to try and read it and just flipped the flyer over to its red side.
I was pleasantly surprised to see that they had actually left lots of ‘white space’ around a very clear call to action – basically stating three steps that people needed to take to sign up for a free online account and instore card.
The clarity of this call to action, the ‘white space’ around it, and, the contrast between this and the other side of the flyer made me wonder if they had deliberately overloaded the white side with information to make the call to action stand out.
I wondered if this was a new marketing ploy – ‘Messy Marketing’ perhaps?
Needless to say I was impressed enough – visited their website, signed up for a free account, enter voucher code and got £3.99 as a welcome bonus, and then a few days later signed up for an instore cash back card which has now replaced my debit card.
It seems like CashBackCard.com got their messy marketing to work on me – which I must say I’m glad of as I’ve had over £120 cash back on my spending so far.
My final thoughts
All though I haven’t had a chance to ask the company if the messy side of their flyer was a deliberate attempt to get their call to action to stand out, it has made me think quite a lot lately about ‘messy marketing’.
I’m wondering if I should design a flyer for End Goal Marketing and on one side overload it with small text that explains how important white space is, and on the other side have one simple but very strong call to action like:
“Visit EndGoalMarketing.com and browse our Video Based Directory to find a marketing company that knows the value of white space!”
What do you think?
I’m curious to find out if you has ever come across this type of marketing – is there a ‘messy marketing’ concept out there that I just haven’t heard about?
Please post a comment below and let us know what you think.
Founder of End Goal Marketing