In a recent blog, I commented that 90% of the UK online population now have broadband and this means that using audio and video is less likely to be a user experience issue than it used to be.
I heard a story on BBC radio yesterday about dog cloning that attracted my intention. Best Friends Again is a website that offers to clone your dog.
This is clearly a controversial area and many people will not approve of cloning. Putting the ethics to one side, what struck me was the marketing approach taken by the company which was to make the message more family / folksy and less white coat / petri dish. The home page has an appealing picture of a lovely dog with a headline 'What if you could be best friends...again?' It is a great headline that works really well with the image.
It also has a video clip that is an example of how video can effectively communicate a compelling message. In the clip, the CEO explains how he produced 3 clones of Missy, his family dog that died in 2002. He is not in a lab with a white coat. He is at home in front of a log fire stroking one of the cloned dogs.
If cloning a loved dog is of interest, there is an opportunity on the home page to bid to be 1 of only 5 people to win a unique opportunity to clone your dog. On the BBC, the CEO said that he expected bids to be in the 6 figure region!
Peter Hawtin is an internet marketing specialist with Brand New Way, a UK web marketing agency which helps companies to attract and retain valuable customers online.
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