Logging on to Boston.com this morning, my eye caught an ad for CSX, the freight train people. You may have heard their radio ads touting the thousands of things they move daily. But this was different.
The ad simply asked, "want to see how far a single gallon of fuel can go?" It then proceeds to paint a blue line from Baltimore, through Philly, New York... until it reaches Boston.
To me, this was a great job of online marketing for several reasons. And with all the hype around social media, it's a good reminder that when used correctly, banner ads are still a great use of marketing dollars:
1. Attraction Not Distraction: Too many companies treat online advertising like TV or print ads. They either force you to watch their repurposed TV commercial or use the space like some sort of glorified singles ad. In contrast, the CSX ad was tantalizing. It didn't yell: HEY LOOK. WE'RE ENERGY EFFICIENT. Instead, it invited me in with a strong grabber and then kept me watching.
2. Make It Relevant: Make no mistake, the train journey ended in Boston. I'm pretty sure no matter where I logged in, that it would end up in my city.
3. Pay It Off: The CSX website is clearly designed to payoff my interest for clicking on the add. They don't hit me in the face with a BUY NOW message, they didn't bum me out by having to poke through page after page looking for the details that drove me here. No flash landing page to slow me down. No, just a lot of great information that achieved its goal of positioning CSX as a eco-conscious company. Quite a trick for one of the leading users of diesel fuel in the nation.
So, if done right, banner ads are still a great way to reach your audience and drive them to your site. Couple it with strong, clear messaging, and you're well on your way of creating the perceptions and actions you need to grow your business.
