How not to advertise for a yes vote

You’ve got to hand it to the Manchester Congestion Charge ‘Yes Vote’ camp: their lack of targeting their advertising properly is helping to galvanise the ‘no’ vote.

Rule 1: Don’t play to one of the opposition’s main arguments

The pro-toll’s decision to go with the ‘I won’t pay’ adverts has only angered those who will have to pay. Couple that with fact that these have been sited along routes which will not receive funding to provide an alternative and you only reinforce people’s decision to vote no.

Rule 2: Don’t promote a service to those who won’t get it

Now, having realised that, they have switched to a ‘that sounds fair’ slogan, but you have to question the wisdom of large bill-board posters proclaiming the building of Metrolink routes smack in the middle of those areas that will never have the benefit of Metrolink. Again, when the lack of Metrolink is a sore point, this only reinforces a no vote.

Well done – keep it up!

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