ReBuild LL – A Proxy Fight to Boost Growth and Profits at Lumber Liquidators › Forums › General › Some signs of progress on the advertising front ….
Ooo Blah DeeGuestJuly 2, 2019 at 8:26 pmPost count: 105804
There’s a new ad that could be a step toward a real improvement in our copy. It has a female voice-over (Yay! More relatable to the floor purchase decision maker) but it is a 30 second spot (Boo! Almost twice as expensive per exposure than 15 second spots). It shows a cute dog reacting to a floor repeatedly changing beneath him, then the camera pans back to show that it’s all happening on a woman’s phone as she uses the Floor Visualizer, referred to only as “Picture it”.
It succinctly says “Snap your room. See what you like. Save what you love.” Really, there’s a lot to like here even though we showed several ugly floors and missed the chance to show we have ceramic floors that compete directly with FND.
We also missed the opportunity to use a 15, — no voiceover until 19 seconds in, (which used to be a no-no because not mentioning the brand until the last half was associated with lower recall of the brand name). But it’s not the recall concern as much as the missed opportunity to run twice as many 15s, and reach more viewers for nearly the same money. Still, the missed 15 second opportunity may be a temporary since a lot of campaigns are introduced as longer ads, then use shorter ads to maintain the idea. We’ll have to wait and see if the copy agency made a shorter version and also what spots the media agency buys.
But I almost didn’t notice the biggest change. It ends not with saying “At your local Lumber Liquidators store” or “Lumber Liquidators Flooring Company”, but … “LL flooring cot dom” (!)—That is the kind of rebranding I could get behind. It’s not so different that we come across as protesting too much. But it’s similar enough that people who like us will still recognize us.
“With Picture It from Lumber Liquidators you can try our floors on your floor. Snap your room. See what you like. Save what you love. Only at LL flooring cot dom.”Chris LGuestJuly 3, 2019 at 4:59 pmPost count: 105804
In the tv commercials at my previous company reselling windows and doors, we effectively used, “Call, Click, or stop by our showroom today….” to cater to all types of buyers. We found the older buyers felt more comfortable coming into our showrooms.