Ad Rant - Days Inn

Yesterday I posted about a commercial I liked and connected to.. today I feel the need to post about a commercial that just makes me cringe. Really the commercial is great - upbeat, happy, customer comments etc.... it's just that one line...

The commercial I'm talking about is the new Days Inn campaign - targeted toward business travelers -the commercial is "nice" until they get to the guy that says "The best part about Days Inn is the free internet".

Okay - what are we trying to sell here? Rooms at a hotel or internet service? What about the customer service, comfortable beds, convenient locations in most cities - aren't those more important to a hotel guest than free internet. Not to mention, Days Inn - do you realize you one of the last to jump on that wagon, yet still you decide to promote it? Most hotel changes offer that service - in fact most hotels whether part of a chain or mom&pop offer that service.

I have nothing bad to say about Days Inn as a hotel. I've stayed in a few - they get the job done. In fact one of the best hotels my husband and I stayed at on our trip out west was the Days Inn in Bismark, ND.

But, the commercial doesn't make me think that I should stay there, in fact - it makes me think: So if the best thing at the place is the free internet, which I can get at a number of hotels -- I would rather stay at the hotel that has the best customer service/beds/view/rates and free internet.

I really hope the big shots at Days Inn cringe like I do when I hear that line -- I realize the guy saying the line is an actor -- but I still think "Why didn't he like the room, the rates and so on..."

It all goes back to the basic rule of selling promoted the Benefits - not the Features... a better line might be: "With the comforable room, free internet and convenient location I was able to focus on business when I need to, and relax when I wanted to"

Connecting in a Crazy World

I promise - this will be short, I think... I just want to give props to Walgreens for making me laugh and connecting with me in one of their ads --- I only saw it run for about a week, but it's an ad for digital photo processing -- of a group of people standing in various costumes/event oriented outfits - a new person pops in and then they hear a noise and realize someone is going to be deleted... I could totally relate as earlier that day I was deleting photos from my camera (which still has about 425 photos be downloaded) so I could take more pictures...

The ad made me laugh - as it was my life and also was nice to know that I'm not the only one to lazy to download my photos (I mean -- it takes like 3 minutes!).

And while they didn't get a sale from me out of their commercial - they did accomplish a few (of what I imagine to be their) goals - before this ad I didn't realize they offered this service - and if I'm in a situation where I want to print some photos right away (instead of using the online service I currently use) I just might remember this ad and stop by their store.

You'll hear of more ad's I approve of in the future -- are there any that really speak to you?

Learn more about me and my business, Main Idea Creative Marketing & Design at http://www.mainideacreative.com