Here’s the current Wal-Mart radio commercial, complete with an opening line guaranteed to drive away listeners.
Every element of that radio advertisement is pathetic.
“Have you heard what’s going on at Wal-Mart?”
Yeah, that’s going to grab the attention of the targeted listener. So many of us awaken in the morning and think, “I wonder what’s going on at Wal-Mart?”
And what is going on at Wal-Mart? A price comparison campaign against a grocery competitor.
“But Dan, if people learn they can buy groceries for a lot less money than at Ralphs, won’t that be of interest to budget conscious shoppers?”
Perhaps. But that is not the message of this spot. This ad simply says Wal-Mart is gathering price comparisons.
The only way you’d learn about Wal-Mart’s presumed savings would be if you heeded the Call To Action:
“Want to know what they’re finding? Go online to see the results for yourself.”
I guarantee Wal-Mart’s Internet server isn’t being overloaded with traffic from people rushing online to see the results for themselves.
Not even to see the “extra videos.” (Oh, you missed that part?)
It’s rare to find a big brand commercial in which every element is terrible: too many words, a too fast voice over delivered in a dumb monotone, and mindless music that only adds to the overall noise factor.
Only after listening for the fourth time did I discover this radio ad has two Calls To Action:
1. Go to their website (y’know, to “see the results yourself” and also those mysterious “extra videos”).
2. Bring your latest grocery receipt from any store to Wal-Mart and compare the prices.
The spot closes with, “You’ve got nothing to lose”
— Well, except for the time it would take to bring a competitor’s grocery receipt to Wal-Mart and compare the prices. Fortunately, most of us have so much free time….