While having lunch in Manhattan today, four identical red “off road” vehicles (odd juxtaposition) pulled up in front of the restaurant to repair one of the vehicles. There were many sponsor logos but prominent was DONNAVVENTURA. What is that I wondered? I studied the vehicles and identically dressed people occupying them. I couldn’t figure it out nor could anyone I asked. The only thing that was clear: several companies had paid lots of money to be associated with this bright assembly of equipment and people.
Back at my hotel I found the website after much Googling. I’m still not sure what the whole thing is about, but it has something to do with young women and adventure. Seriously, it is pretty murky despite the big money behind it.
For anyone who communicates, markets or sells, there is a critical message here: make sure people don’t have to work to figure out what you offer. Make your case clear and your point easy to understand.
I just happened to be researching a youth organization website as well today and while the landing page is colorful! loud! exciting!…I can’t get the straight story about what the organization does either (but the LOG IN box is front and center which suggests I’m an outsider since I don’t have log in inf0).
Advertising and marketing has always been prone to style over substance, but in today’s communicated and cluttered world, the worst thing your customer, prospect or colleague should be wondering is…
“And your point is?”