Companies spend a lot of money for marketing. That doesn’t mean they always get it right.
A case in point is Scotiabank / Bank of Nova Scotia.
The Bank of Nova Scotia is the third largest bank in Canada. It employs over 89,000 people and has asset base in excess of $896 billion. As the name suggests it started out in the Province of Nova Scotia. While the executive offices are in Toronto, it maintains their original art deco headquarters building in downtown Halifax, directly across the street from the provincial Legislature.
Halifax is the capital of the Province of Nova Scotia. You would expect a company like The Bank of Nova Scotia to know that. Apparently not. The bank has run this ad:
There is no “province of Halifax”.
You would expect that someone at the bank, in their marketing department, in their provincial management teams and the newspaper would read their own announcements and notice such an error. Instead, they repeat it.
People who are talented with technology don’t always appreciate what is important to a customer. So I launched a service to help hotels, convention centres, off-site venues, destination management companies and suppliers hone their messaging for the meetings, incentive and business events sector.
Much of the property and venue messaging has become mind-numbingly generic because one tech team copies what another team has put on the sites they built. As a consequence of this repetition messages gets weaker and weaker and less relevant to planners, who then hire third parties to send out automated RFPs as a way to save time in trying to wade through a pile of weak, inconsistent or irrelevant information.
If a company like Scotiabank fails to catch their mistake and repeats it over a prolonged period, what is happening with your messaging? Does your marketing serve your potential customer or add to their frustration?
My message audits work to clarify the main selling points, clear up confusion, fill in information holes and bolster your message to your market.