Chris Gerard Productions

(Re-posted from old blog)

This image was sent as a stand-alone email to all users at a small private school. It begs many questions, some obvious and some rather hidden.

1) Reasoning: This company is the sole food service provider for this school. On-campus students are required to buy a meal plan. What then is the purpose of asking people (40-50% of whom are required to buy your product) to come join you and celebrate the holidays?

2) Writing: The copy is incredibly bland. Take away the stylization and you get the following blase phrase:
“Celebrate! The Holidays. We hope you join us… as we celebrate the holiday season!” Two ways of saying nearly identical things.

(Side Note: This advertisement was not likely to have been produced on-campus by the local staff, due to the use of the “holiday” term on a campus where probably 90+% of people refer to this season as “Christmas.”

3) Imaging: Looks like some convenient clip art to me. This company provides food, not presents. Instead, what about some delicious looking holiday treats (notwithstanding their ability or inability to provide such food).

4) Branding: Who are these people anyway? I have intentionally blurred the company name in the lower left of the picture, but check out how small it was! In addition to it’s small size, it was in white on an off-white background. Totally invisible.

My best guess (which is only a guess): I’m guessing this was a piece (poorly) produced and then passed down by Corporate HQ to local staff with the order to “do something with this.” There is no value in this for the consumer at all, nor does it really convey anything but a message of “come join us.”

And the point is…

(Re-posted from old blog)

This story from CNN.Com

In an attempt to target cost-conscious coffee consumers, McDonald’s is putting up billboards in Trendy Coffee’s cradle–Seattle.

Here’s my nearly-impartial judgment (as a non-coffee consumer and having spent under $50 at either establishment in the past two years).

My initial reaction–four dollar coffee is dumb, and McDonald’s will gain market share because they provide a lower-priced alternative.

My secondary reaction AFTER reading the article in its entirety–I think that at most this campaign will cause a few people to smile or roll their eyes, but will have very little impact on the premium coffee market.

Starbucks is a brand, and a very prestigious one at that. Marginal Starbucks aficionados may cut back on the expensive java, but it is unlikely that passionate brand devotees will flock from their upscale Starbucks to their neighborhood Mickey D’s.

Starbucks director of global communications Deb Trevino sums it up well: “Our customers are interested in more than just the coffee, they come for the experience.”

This is just a short initial post to welcome you to ChrisGerardProductions.com.  On the right side of the page you will find out more about me, my work, and get to hear and see a few dozen things I’ve created over the past few years.