Tips, tools, and best practices for B2B marketers.
Who Says Tech Ads Can't be Creative?
February 19, 2008 | Posted by: Neil
Here at EB we have a large number of technology-based clients. Often I find that companies feel that in order for their targets to grasp what they (or their product) do they must explain in painstaking detail. Lets face it, in the world of great creative, B2B technology advertising is not the first thing that comes to mind. That said, Stuffit, which produces archiving and compression software, recently came out with a series of ads that are an example what the result can be when this type of advertising is done well. Below is first of four ads in the series. Search Stuffit Deluxe on YouTube for more...
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Comments
February 19 2008 - 10:09 PM | by Lee
Love it. It’s short, to the point and incorporates humor in a smart way.
So many B2B companies forget that they’re selling to people and that people like to be entertained. Especially when it comes to campaigns, if you can interject a little smart humor you’ll be more likely to capture someone’s attention and that’s the first step in making the sale.
February 20 2008 - 10:01 AM | by Nicholas
My only problem with this ad - and this may show my naivete in the ways of advertising (I’m a tech guy) - is that if I didn’t know what Stuffit was, I still wouldn’t know after watching the ad; and maybe more importantly, I’m not sure this ad does the job of making me want to find out what it is.
February 20 2008 - 10:57 AM | by Neil
I agree that you risk the viewer not fully understanding what your product does if this was TV spot.
However, in this case I don’t know that you could fully explain what the product does in 10 seconds no matter what the ad was. I imagine they never expecting these spots to live outside the web, and thus could let their web content do the talking.
The unfortunate thing in this case is that they have not followed through with an equally compelling landing page. It is busy, and feels disconnected from the campaign.
February 21 2008 - 04:17 PM | by Christine
Not sure what they do...I might be intrigued to figure it out. Then again I don’t have much time for that. One thing’s for sure, if my daughter saw this ad she would cry herself to sleep. And I would remember that!