| As online communication becomes more and | | | | with an engineering or more analytical type mind - |
| more brief (case in point, Twitter) you have to | | | | obviously the target audience for this ad. What |
| wonder how this will eventually affect offline | | | | future engineer hasn't tinkered with a toy like a |
| (print) advertising. Twitter wouldn't be the first | | | | remote control airplane at some point? |
| option that comes to mind for an industrial | | | | In its ad, The Vancouver Convention Centre |
| company's advertising efforts, but let's face it: the | | | | quickly makes the point that gatherings at its |
| online world is affecting the way we communicate | | | | facility are definitely not dull. The stage is set with |
| in all areas of life. | | | | an image of an empty, run-of-the-mill conference |
| The exploding popularity of social networking sites | | | | room complete with clock, water cooler and a set |
| like Twitter, Facebook, Linked In, etc. should be a | | | | of mismatched chairs. Who hasn't sat in one of |
| signal to all marketers, including industrial B to B, | | | | those? The headline says it all: "The most |
| that ads that convey a message quickly and | | | | interesting thing in a meeting room shouldn't be |
| concisely may have an advantage over ads that | | | | the clock." In the next breath, the convention |
| force readers to plow through too much text, | | | | center states, "Conventions should inspire," and |
| puzzle over a picture that is unrelated to the | | | | then invites readers to visit its Web site. |
| headline, figure out complicated charts - or all of | | | | ITT's ad for ANGEL services - Airborne Natural |
| the above. I've been seeing more and more ads | | | | Gas Emission Lidar - uses powerful imagery and |
| that are perfect examples of the "less is more" | | | | brief, compelling text to drive home the point that |
| concept. Here's a few: | | | | their technology saves millions of dollars for their |
| A recent Honeywell ad promotes its | | | | customers. Superimposed over an ariel photo of a |
| OnWireless universal wireless network which | | | | suburban community is (what appears to be) an |
| supports multiple industrial applications | | | | infrared read-out strip, showing with absolute |
| simultaneously. The headline "sky's the limit" | | | | clarity what must be a significant pipeline leak. |
| towers above an image of a young boy holding | | | | Above the read-out, the headline text reads: |
| up a remote control as his model airplane soars | | | | "Many of our clients don't think they have leaks.' |
| above in the sky. The final line of the brief text | | | | Underneath the readout: 'Until they become our |
| says, "why stay chained to multiple networks, | | | | clients." The sub-head states their value |
| when there is one that will let you soar. | | | | proposition simply and eloquently: "Survey more |
| OneWireless." There's a phone number and | | | | miles. Find more leaks. Save more money." |
| their website address - no international physical | | | | At a time when 140-character messages are |
| addresses. Not only does the headline, image, and | | | | becoming the limit of our focusing ability, it really |
| final statement all tie together nicely, the image of | | | | may be best to keep ads as short and sweet as |
| the young boy and his remote control airplane | | | | a tweet. |
| invokes nostalgia in many men, especially those | | | | |