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| Hillhouse Burrough
McKeown is a CBD-based commercial law firm. One of their areas of expertise is in the facilitation of management rights transactions. They had been receiving no responses to a regular ad they published in Resort News, despite the fact that the partner at the firm concerned with Management Rights is a frequent writer for the magazine. The Old Advertising... In their old ad, they used a typically formal look and feel, offered little information, and essentially announced their service and contact details. Most law firms do the same thing. The thing is, the advertising had never generated a response in the months it had been running. This had no reflection on their expertise... in fact it belied the fact they were among the most knowledgable and able providers of expertise in this particular field. The New Advertising... We decided to utilise some brochures we knew the company had, and the thirst for information we knew from our research that the market had. The transaction around management rights is both a property purchase and a business purchase, so the intricacies can be difficult. People entering the market want to know as much as they can about their rights and obligations. The fear of making a mistake was a common feeling in the market. Our ad's headline promised ‘everything they needed to know' about the issue, and referred to the partner's expertise and reputation. Then the ad offered free copies of the booklet, as an easy way of gaining important and valuable information on the subject. The new campaign generated 8 responses in a single day. It remains a winning campaign, continuing to run in Resort News. To enquire about an Advertising Makeover for your own company, contact us today. |
 We turned an ad that was delivering little to no return into an ad that delivered 8 responses in the first day it ran. The secret was to understand what kind of appeal the market would respond to. |
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The new Crimsafe TVC was shot in October, with post-production seeing the ad complete in November Crimsafe is a long-standing national client of ours. We’ve helped them create a new positioning revolving around their patented security mesh system, created new brochures, website and point of sale material, and now helped them to improve their television advertising. The new ad features Dick Johnson talking about the unique strengths of the product over competitors. Thanks go to VMP for their quality work in translating the idea into a finished TVC. |