Slim-Fast has been running commercials pretty much as far back as most of us can remember. Their tagline “a shake for breakfast, a shake for lunch, and a sensible dinner,” was an extremely effective slogan that became a recognized saying in many households across the country.
It seems that Slim-Fast is promoting a new “Kick your cravings” campaign that says you can kick your cravings to the side and start losing some weight. With this new campaign they are running several television commercials promoting that their new products offer something that allows you to control hunger for up to four hours. While the TV commercials that they are running seem to be doing a pretty effective job at promoting their product, they seem to be struggling with tying together their television commercials with their online promotions and website.
Slim-Fast’s attempt at tying together internet and television marketing
Promoting their domain name on TV
Good for Slim-Fast for promoting their domain name prominently at the end of their commercials! However, I was kind of puzzled when I saw that they were promoting the domain name “Slim-Fast.com” instead of the more natural “SlimFast.com.” So after typing in www.SlimFast.com and being redirected to www.Slim-Fast.com, this leads me to believe that the advertising executives and/or agency have decided that they need to brand Slim-Fast everywhere: print, TV, etc., with a hyphen, and that includes their domain name. You have to give them kudos for at least redirecting SlimFast.com to their main site.
I have mentioned before about the benefits and drawbacks to using domains with dashes, and it’s amazing to see that huge multi-national corporations use them and promote them. There is nothing wrong with them, but if you have it already, send them to the non-dash version.
People must be confused already
On the home page of their site, Slim-Fast has a banner/advertisement that you can click on that says:
“Looking for our TV offer? Forgot the web address in our TV ad? We’ll take you there.”
While this may be planning for those who may have actually forgotten the web address. This is nothing but confusing to a website visitor, you want to make it as painless and easy for a visitor on your site as you possibly can.
Keep it simple and easy
These are all just observations that would probably make it easier for a customer to find the information that they are looking for, and make it easier for them to buy your products. What Slim-Fast is doing is not right or wrong, just thoughts that help increase visitors, and ultimately increase sales.
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{ 1 comment… read it below or add one }
You’re right… SlimFast did a good job of making their TV spots direct me to their web site. In fact, I’d like to ask their V.P. of Marketing how much they’re spending on that TV buy… because it’s a waste of money!
Three days ago I went to their site and attempted to register so that I can get nutrition tips, meal plans, etc. I was 2 screens into the registration process when they told me my user name was already taken. I went backward to try and fix that, and then they told me that my email address was already being used. I sent an email to the “Contact Us” address, and heard nothing from them. I went to the site again a day later from my computer at work, and sent them a “forgot my password” notice. They sent back an email with a link to go in and register a new password. When I clicked thru to it, there was a big “Access Denied” message!
I applaud brands for integrating their ad messages on TV and online. But wouldn’t you think someone would have beta tested their web site?