Confusing your customers

To write, direct, and produce a 30 second television commercial is expensive, then you get into placing it on television and the costs continue to rise higher and higher.

So why would you waste your companies advertising dollars on something that doesn't explain a competitive advantage of yours, or even really explain what your offering your customers.

Exhibit A: Ramada worldwide




At least there is an offer in the second ad that may help explain what the advertisement is for. What is their message supposed to be though? "Do your thing"
Do you get a lot of scottish kilt wearing business people that like to ride bulls as guests at your hotel? Is that the niche market your targeting with these ads? Because to me you seem to be advertising to just-graduated frat college people that are starting out in the business world and want somewhere they can crash after a party. If that is the message, well then I guess well done. But to me instead of making a couple of crappy 15 second ads, why not create a full 30 second ad that will actually grab peoples attention and tell them why they should stay at your hotel.

Compare that to the Holiday Inn Express commercials, which use the same sort of angle in their ads of not talking about the hotel but rather the person that would stay in it. However, Holiday Inn Express does a lot better job of getting across the message of why or who would stay at their hotels - Smart people. They are telling their audience that their hotel is a no brainer.



The Holiday Inn Express team obviously spends a lot more money on creating their commercials but they are getting a lot more return on their investment than Ramada is in my opinion.