Great Ad…Missed Opportunity to Increase Effectiveness
In the Great Advertising Debate, branding vs. direct response, I’ve always come down on the side of direct response. Every marketing message (not just ads) should have a call to action, a way of moving the reader/viewer/listener forward.
With the Internet making it very easy to remove material from its original context and share it, I see a lost opportunity in this spoof ad by an environmental group attacking Royal Bank of Canada for its funding of highly polluting and environmentally destructive oil extraction from Canadian tar sands. Here is this stunning video, as flawlessly produced as anything from Madison Avenue.
On the original page, the action is clear:
Email RBC’s CEO Gordon Nixon and ask him to stop financing dirty tar sands oil and start funding a clean energy future.
But inevitably, there will be versions of this video circulating by e-mail or posted on other websites. All they needed to do was have a slide at the end with the URL to take action. That chance will be lost. People will see this video, with no action step at the end, and they won’t know what to do about it. They’ll be a bit more educated on the issue, but will have no place to channel their new concern.
Also, the letter text itself is another lost opportunity. Mired in passive language and bureaucratic tone, it takes some doing to extract (pun intentional) the actual message. Yes, there’s the opportunity to edit the letter, but the complete rewrite that’s called for will be too time consuming and most people won’t bother. I confess, I didn’t bother.
Here’s the first paragraph; tar sands don’t even come up until paragraph 2:
Amidst an unprecedented transformation in the banking sector, RBC clings to the outdated idea that social responsibility is separate from core banking activities. This letter is to encourage you to update its social and environmental practices to meet modern standards.
This was probably a deliberate choice, to talk to a banker in banker’s language. But I think it’s a wrong choice. I’d have gone for a much more direct lead, like
RBC’s continued funding of environmentally devastating tar sands oil extraction is not acceptable to stakeholders, and won’t be acceptable in the courts.
I’m going to use the email contact on their website to send these suggestions, so the page may have been fixed by the time you see it. If so, more power to them. I think Rainforest Action Network does great work, and my goal is to educate, not to embarrass. I’m dong it publicly because I see many worthwhile messages and opportunities similarly lost in the inability to step out of the branding mindset. Next time you send out a political action message, I hope your call to action will be clear and thoroughly integrated.
For marketing campaigns, it’s not how perfect your English is the concern, it is how you will present your product in a way make customers or leads will buy it.
For marketing campaigns, it’s not how perfect your English is the concern, it is how you will present your product in a way make customers or leads will buy it.
For marketing campaigns, it’s not how perfect your English is the concern, it is how you will present your product in a way make customers or leads will buy it.
For marketing campaigns, it’s not how perfect your English is the concern, it is how you will present your product in a way make customers or leads will buy it.
ooops… Emily Levy pointed out on the Facebook copy of this article that the link I gave is specific to me and says the petition has already been sent. Here’s a blank one: https://ga3.org/campaign/RBC_Letter_Gordon_Nixon
ooops… Emily Levy pointed out on the Facebook copy of this article that the link I gave is specific to me and says the petition has already been sent. Here’s a blank one: https://ga3.org/campaign/RBC_Letter_Gordon_Nixon
ooops… Emily Levy pointed out on the Facebook copy of this article that the link I gave is specific to me and says the petition has already been sent. Here’s a blank one: https://ga3.org/campaign/RBC_Letter_Gordon_Nixon
ooops… Emily Levy pointed out on the Facebook copy of this article that the link I gave is specific to me and says the petition has already been sent. Here’s a blank one: https://ga3.org/campaign/RBC_Letter_Gordon_Nixon
RBC Bank President Gordon Nixon – Salary $11.73 Million
$100,000 – MISTAKE (FISHERMEN’S LOAN)
I’m a commercial fisherman fighting the Royal Bank of Canada (RBC Bank) over a $100,000 loan mistake. I lost my home, fishing vessel and equipment. Help me fight this corporate bully by closing your RBC Bank account.
There was no monthly interest payment date or amount of interest payable per month on my loan agreement. Date of first installment payment (Principal + interest) is approximately 1 year from the signing of my contract.
Demand loan agreements signed by other fishermen around the same time disclosed monthly interest payment dates and interest amounts payable per month.The lending policy for fishermen did change at RBC from one payment (principal + interest) per year for fishing loans to principal paid yearly with interest paid monthly. This lending practice was in place when I approached RBC.
Only problem is the loans officer was a replacement who wasn’t familiar with these type of loans. She never informed me verbally or in writing about this new criteria.
Phone or e-mail:
RBC President, Gordon Nixon, Toronto (416)974-6415
RBC Vice President, Sales, Anne Lockie, Toronto (416)974-6821
RBC President, Atlantic Provinces, Greg Grice (902)421-8112 mail to:greg.grice@rbc.com
RBC Manager, Cape Breton/Eastern Nova Scotia, Jerry Rankin (902)567-8600
RBC Vice President, Atlantic Provinces, Brian Conway (902)491-4302 mail to:brian.conway@rbc.com
RBC Vice President, Halifax Region, Tammy Holland (902)421-8112 mail to:tammy.holland@rbc.com
RBC Senior Manager, Media & Public Relations, Beja Rodeck (416)974-5506 mail to:beja.rodeck@rbc.com
RBC Ombudsman, Wendy Knight, Toronto, Ontario 1-800-769-2542 mail to:ombudsman@rbc.com
Ombudsman for Banking Services & Investments, JoAnne Olafson, Toronto, 1-888-451-4519 mail to:ombudsman@obsi.ca
https://www.pfraser.blogspot.com
https://www.corporatebully.ca
https://www.youtube.com/CORPORATEBULLY
https://www.p2pnet.net/story/17877
“Fighting the Royal Bank of Canada (RBC Bank) one customer at a time”
RBC Bank President Gordon Nixon – Salary $11.73 Million
$100,000 – MISTAKE (FISHERMEN’S LOAN)
I’m a commercial fisherman fighting the Royal Bank of Canada (RBC Bank) over a $100,000 loan mistake. I lost my home, fishing vessel and equipment. Help me fight this corporate bully by closing your RBC Bank account.
There was no monthly interest payment date or amount of interest payable per month on my loan agreement. Date of first installment payment (Principal + interest) is approximately 1 year from the signing of my contract.
Demand loan agreements signed by other fishermen around the same time disclosed monthly interest payment dates and interest amounts payable per month.The lending policy for fishermen did change at RBC from one payment (principal + interest) per year for fishing loans to principal paid yearly with interest paid monthly. This lending practice was in place when I approached RBC.
Only problem is the loans officer was a replacement who wasn’t familiar with these type of loans. She never informed me verbally or in writing about this new criteria.
Phone or e-mail:
RBC President, Gordon Nixon, Toronto (416)974-6415
RBC Vice President, Sales, Anne Lockie, Toronto (416)974-6821
RBC President, Atlantic Provinces, Greg Grice (902)421-8112 mail to:greg.grice@rbc.com
RBC Manager, Cape Breton/Eastern Nova Scotia, Jerry Rankin (902)567-8600
RBC Vice President, Atlantic Provinces, Brian Conway (902)491-4302 mail to:brian.conway@rbc.com
RBC Vice President, Halifax Region, Tammy Holland (902)421-8112 mail to:tammy.holland@rbc.com
RBC Senior Manager, Media & Public Relations, Beja Rodeck (416)974-5506 mail to:beja.rodeck@rbc.com
RBC Ombudsman, Wendy Knight, Toronto, Ontario 1-800-769-2542 mail to:ombudsman@rbc.com
Ombudsman for Banking Services & Investments, JoAnne Olafson, Toronto, 1-888-451-4519 mail to:ombudsman@obsi.ca
https://www.pfraser.blogspot.com
https://www.corporatebully.ca
https://www.youtube.com/CORPORATEBULLY
https://www.p2pnet.net/story/17877
“Fighting the Royal Bank of Canada (RBC Bank) one customer at a time”
RBC Bank President Gordon Nixon – Salary $11.73 Million
$100,000 – MISTAKE (FISHERMEN’S LOAN)
I’m a commercial fisherman fighting the Royal Bank of Canada (RBC Bank) over a $100,000 loan mistake. I lost my home, fishing vessel and equipment. Help me fight this corporate bully by closing your RBC Bank account.
There was no monthly interest payment date or amount of interest payable per month on my loan agreement. Date of first installment payment (Principal + interest) is approximately 1 year from the signing of my contract.
Demand loan agreements signed by other fishermen around the same time disclosed monthly interest payment dates and interest amounts payable per month.The lending policy for fishermen did change at RBC from one payment (principal + interest) per year for fishing loans to principal paid yearly with interest paid monthly. This lending practice was in place when I approached RBC.
Only problem is the loans officer was a replacement who wasn’t familiar with these type of loans. She never informed me verbally or in writing about this new criteria.
Phone or e-mail:
RBC President, Gordon Nixon, Toronto (416)974-6415
RBC Vice President, Sales, Anne Lockie, Toronto (416)974-6821
RBC President, Atlantic Provinces, Greg Grice (902)421-8112 mail to:greg.grice@rbc.com
RBC Manager, Cape Breton/Eastern Nova Scotia, Jerry Rankin (902)567-8600
RBC Vice President, Atlantic Provinces, Brian Conway (902)491-4302 mail to:brian.conway@rbc.com
RBC Vice President, Halifax Region, Tammy Holland (902)421-8112 mail to:tammy.holland@rbc.com
RBC Senior Manager, Media & Public Relations, Beja Rodeck (416)974-5506 mail to:beja.rodeck@rbc.com
RBC Ombudsman, Wendy Knight, Toronto, Ontario 1-800-769-2542 mail to:ombudsman@rbc.com
Ombudsman for Banking Services & Investments, JoAnne Olafson, Toronto, 1-888-451-4519 mail to:ombudsman@obsi.ca
https://www.pfraser.blogspot.com
https://www.corporatebully.ca
https://www.youtube.com/CORPORATEBULLY
https://www.p2pnet.net/story/17877
“Fighting the Royal Bank of Canada (RBC Bank) one customer at a time”
RBC Bank President Gordon Nixon – Salary $11.73 Million
$100,000 – MISTAKE (FISHERMEN’S LOAN)
I’m a commercial fisherman fighting the Royal Bank of Canada (RBC Bank) over a $100,000 loan mistake. I lost my home, fishing vessel and equipment. Help me fight this corporate bully by closing your RBC Bank account.
There was no monthly interest payment date or amount of interest payable per month on my loan agreement. Date of first installment payment (Principal + interest) is approximately 1 year from the signing of my contract.
Demand loan agreements signed by other fishermen around the same time disclosed monthly interest payment dates and interest amounts payable per month.The lending policy for fishermen did change at RBC from one payment (principal + interest) per year for fishing loans to principal paid yearly with interest paid monthly. This lending practice was in place when I approached RBC.
Only problem is the loans officer was a replacement who wasn’t familiar with these type of loans. She never informed me verbally or in writing about this new criteria.
Phone or e-mail:
RBC President, Gordon Nixon, Toronto (416)974-6415
RBC Vice President, Sales, Anne Lockie, Toronto (416)974-6821
RBC President, Atlantic Provinces, Greg Grice (902)421-8112 mail to:greg.grice@rbc.com
RBC Manager, Cape Breton/Eastern Nova Scotia, Jerry Rankin (902)567-8600
RBC Vice President, Atlantic Provinces, Brian Conway (902)491-4302 mail to:brian.conway@rbc.com
RBC Vice President, Halifax Region, Tammy Holland (902)421-8112 mail to:tammy.holland@rbc.com
RBC Senior Manager, Media & Public Relations, Beja Rodeck (416)974-5506 mail to:beja.rodeck@rbc.com
RBC Ombudsman, Wendy Knight, Toronto, Ontario 1-800-769-2542 mail to:ombudsman@rbc.com
Ombudsman for Banking Services & Investments, JoAnne Olafson, Toronto, 1-888-451-4519 mail to:ombudsman@obsi.ca
https://www.pfraser.blogspot.com
https://www.corporatebully.ca
https://www.youtube.com/CORPORATEBULLY
https://www.p2pnet.net/story/17877
“Fighting the Royal Bank of Canada (RBC Bank) one customer at a time”