THE EPIC MARKETING FAIL
Last night was a typical Saturday night, watching some Hockey Night in Canada over at a friend's place when this commercial came on. It was perfect timing too, because I was just thinking I needed some new material for the blog.
Where do I start with this one? I'm guessing the creative process went something like this:
- Let's focus on our great food
- Let's play some traditional music so people know it's a greek restaurant
- Let's have our name and address so people can find us
They had all the right ingredients here, however the execution was poor. The rotating shots of their dishes make the food look bad, and aside from the music and colours, I really don't think there was enough focus on the fact that it is a Greek restaurant.
Being someone who has been to this restaurant before I KNOW the food is really good, but if this was my first exposure to it, this commercial would probably not compel me to go to the restaurant.
This commercial looks like it was put together with a powerpoint presentation with some music edited over it. I'm sure they had a small budget for production, and it shows.
Here's the thing: purchasing ad space is not cheap. Buying expensive ad space and then using a cheap commercial is like saving up to go out for dinner at a really nice restaurant showing up in sweatpants and a Nascar shirt. You give off the wrong impression.
If you are going to drop the money to market to the masses, make sure you are lead with your best foot forward. If I was doing an ad for this business, I would do something like this:
- Show a beautiful shot of the Mediterranean sea and a typical Greek village
- Have someone dressed in traditional Greek clothing, enjoying themselves
- Show a chef slicing off some lamb off a kebab
- Tagline, 'Experience the best Greek cuisine in Ottawa, visit Pilos'