June 2010 Online Extra: Weed Pro’s door hanger critique

The company: Weed-Pro
www.weed-pro.com
Sheffield Village, Ohio

The goal:
Director of Marketing Shaun Kanary created a door hanger to drop off at the homes of current customers’ next door neighbors to improve route density. “It was created with the design concept of ‘Keeping up with the neighbors.’” He even created a special URL to allow customers to call in or fill out an online form.

The expert rating:
2 out of 5
Ron Gold, president and CEO of Long Island, N.Y.-based Marketing Works

The expert says:

• I always believe the focus should be on the product. There are too many other variables in the ad to take your attention away from the product. Isn't that a cute baby? Why is the neighbor looking over the fence? What is the product?
• A $55 discount is nice if the product is $100, but what if it's $1,000? I don't know because I can't see the product. Focus on the product and a claim of its effectiveness.
• I don't line door hangers as much as I like oversized glossy postcards – they get the message across and won't fall apart.
• If you want a baby in the picture it should be lying on grass without weeds.

The customer’s view:
Jamie Lewis, homeowner, Uniontown, Ohio

First impression. At first glance I have no idea what they do and I don’t think anything about the ad would entice me to want to find out. It doesn’t show a nice lawn that makes me want mine to look like it. And the $55 makes me think I’m going to be spending $55, not saving.  
 
So, would you call them? I would not call this company based on this piece.