Adverts in the Sunday press don’t usually have much of an impression on me. I take a professional interest of course, but beyond that I generally can take or leave them. So what was different about the Clarks advert I saw at the weekend that made me rip it from the pages and pin it purposefully on our notice board?
The advert in question was for school shoes – not the most thrilling topic. It wasn’t visually exciting and had a predictable sprinkling of back-to-school references and images. In the bottom left hand corner though, it made an irresistible promise that would strike straight to the heart of parents with school age children – ‘Kids shoes without the queues.’ For those of you who don’t have children, take my word for it, buying school shoes ranks up there with some of the most stressful experiences. In my books it’s hard to find a more unpleasant way of parting with large amounts of cash.
For me at any rate, the message delivered in that Clarks advert was a perfect match for their target audience. It wasn’t endless references to product features that made me react, it was the promise of great customer service. The promise that buying, what I already believe to be a good product, would be easy and pain-free.
It goes without saying that you need to deliver on the promise of great customer service. I’ll let you know in a couple of weeks if Clarks manage to pull it off.