Archive for the ‘ Material Handling ’ Category

  • Friday, September 7th, 2012

  • Four is confusing

    In creating any B2B communications we all know that it’s important to focus on one singular message. The same is true for the call to action. If you leave your target audience with too many options you may be causing yourself more damage than good. At first blush, options seem good, right? Not so much. It actually can result in your audience taking no action.

    The other day driving into work, I saw a material handling van with decals promoting Yale forklifts. Got it. But what I didn’t get were the four web site addresses listed on the back of the truck. Frankly, I couldn’t remember any of them (without this photo) because it was too much information to recall for a quick, moving billboard. My suggestion, go back to the basics and focus on a singular, strong call to action or way to respond…like listing just one web address.


  • Wednesday, May 9th, 2012

  • Hyster, you should be mad

    You’ve reserved the space and paid a decent amount of money to run your ad. A few weeks later the magazine comes out, and all its readers see your impactful, full-page advertisement. But wait. Your eyes are drawn to the opposite page almost immediately, where you find your competitor. You expected the “Lift Truck Tips” column to be there, however the blow comes when there’s a photo, of significant size, combined with content that is dominated by your competitor.

    Check out the April issue of Modern Materials Handling and that’s what you’ll find – Hyster versus Toyota. Competition is good. However, when you’ve paid for media space, only to be clearly overshadowed by competitive editorial, it’s tough. It wouldn’t be such an issue for me had the editorial covered other manufacturers. In this case, the result is Toyota editorial versus a Hyster paid ad. Who wins? From an editorial standpoint, this is great news for Toyota; from a paid media standpoint, not so good for Hyster. If I were Hyster, I’d be mad as even a makegood won’t repair the damage done.

    Here’s the spread. What do you think?