All Your Movies In One Giant Mailbox
I like the idea of offering a club or subscription plan, but you could toss in a nice incentive.
FREE DILDO WITH EVERY RENTAL
I was hoping I could augment your list of reasons by mentioning that it’s better for the environment. Unfortunately, I was misremembering the Slate article I thought had made that point – they end up recommending rent-by-mail.
I “rent” most of my movies through the library – I don’t have time to explore the back catalog of a place like Scarecrow these days – and have never joined Netflix, so I don’t really have a dog in this argument.
That said, the Netflix fans I know feel like they have way more control over their movies than when they used a video store, no matter how good the video store. As cricetus mentions, I think that’s a losing argument because it flies in the face of their experience.
Since your target audience is people who a) rent movies and b) subscribe to the “buy locally” ideal, I think you’re best off mentioning that directly and avoiding other arguments. Your last line does that, but you might benefit by putting a riff on that line first and then adding smaller text that points out that Netflix is based in Los Gatos and you’re based here. Don’t add much more because people don’t read (as a professional copywriter I’m authorized to point that out).
Possible riff: Why buy locally when you can rent locally?
Or: Don’t just buy locally – rent locally, too!
I wouldn’t use a poster like this to try and convince the unconverted, or to list ten bullet points – but if you can come up with a list like that, make a flyer people can take and drill the staff so they can recite them from memory when someone asks about the issue. Don’t initiate, but be ready to respond.
And finally, for what it’s worth, that poster doesn’t give me the impression your business is in trouble, so I don’t think your boss’ specific objection carries much weight.
Like ZebraShaSha and Blank Slate, I’d prefer something to play off of the Netflix phenom rather than a smack-down red poster yelling at me.
Are you sure that it is Netflix that is your main competition? In my town, those video rental kiosks like Redbox or Moviecube are placed where people are (next to gas pumps, at the exits of the grocery store, next to the drive through at McDonalds) and they are just a buck. Sure they usually only have the most popular 100 titles, but for a lot of people, that is all they want. I haven’t rented from a video store since those things came around.
FWIW, here’s the first draft. Just to demonstrate the direction I was originally heading in.
“Reticent” means silent, not reluctant.
Advertising is effective if it tells people directly how your product or service benefits them. Messages such as these might work:
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Rent the movie you want TODAY - no waiting!
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Can’t decide? Movies cheerfully recommended by our staff.
To expand on the above post, how 'bout:
Their Video Recommendation System: {Netflix’s video-recommendation algorithm printed in tiny print}
Our Video Recommendation System: {A picture of one of your store’s Video Geeks)"
I see all that Red and I think “Looks like a “Don’t Copy DVDs” ad.”
My wife and I rent all our movies from video libraries; even if the Netflix idea was big here (and it isn’t; Bigpond offer a similar service but I don’t know anyone who uses it) we’d still go to the local video library because we get the movie then and there and not several days later, and often because it’s a good way to see what’s out.
I wouldn’t play up the “Local Business!” thing; IMHO most people don’t care. Try the “Have your movie now!” angle, or the “We guarantee we’ve got a movie you like. If not, you can have a free small box of popcorn” approach, perhaps?
I like your first draft a lot better than the finished product - it’s nowhere near as angry and off-putting.
The only movie I can think of relating to the “through the mail” meme is “The Shop Around the Corner”, but a quick Google doesn’t turn up an image of someone at a mailbox like I’d hoped for.
How about…"$20 per month, no limit, no due date, 3 out at a time!!!" and then do it just like that.
Can a local video store survive on what Netflix charges (or maybe a dollar or so more)?
I still think it’s funny the way Blockbuster tried. Sure, no late fees, but if you keep it more then 5 days we’ll charge you $15.
First, find a way to delete all of your current titles from their media.
Then, you and a couple of other colorful locals re-shoot all of the classic movies, in an inspired but highly low-budget way.
Make sure to incorporate the locals and do it all very sweet and campy.
When your boss returns… oh, never mind, that will never work in real life.
How about some movie themed posters. Like a take off of “The Postman Always Rings Twice”? Or something with kids and family waiting by the mailbox for a movie to watch?
Find the weakness in Netflix, which is mainly delayed gratification, and market against it.
I’d see that in the window and say bite my ass. I’m not renting there. You’re being a know it all preachy fucker. That sign triggers the same reaction I have to stores that have 6 sale people bother me when I tell the first one I don’t want them bothering me I’m browsing. They then go into all the extended warranty and store cards you need to get for that $20 item. Being preachy to the potential customer gets you zero customers.
Something like “We appreciate your business. Give us at try.” isn’t preachy or desperate. It doesn’t turn on the defensive attitude of potential customers.
Oh, I like that.
How old is too old for movie references? I’m thinking “You’ve Got Mail!” with a sad looking picture of a broken DVD half sticking out of a “Notflix” envelope (or whatever red envelope you can get away with without being sued) and “lissner’s Vids. Rent Local.” in smaller type at the bottom. Lots of empty sad looking space around the picture, though.
Fewer words = better. If the viewer feels like they’ve figured out your message instead of read it, they feel a rapport with you, and that’s goodness.
That poster would tend to keep me *out *of your store: All caps, exclamation points, red font; plus, that big bold “NO” thingy right in the middle. Took me a while to figure out that was supposed to be a Netflix envelope. It just looked like a KEEP OUT sign on a red field. The total effect was anger and unfriendliness. There’s got to be a better way.
Thing is, most people just don’t give a shit if they have any choice. As long as someone spoon-feeds them crap like* Look Who’s Talking *and Employee of the Month they’ll be perfectly happy.
I’m with the Dopers who’ve suggested riffing directly off of Netflix’s weaknesses. A poster done up in a friendlier style with eye-catching but not aggressive colors is how I’d go. Keep bullet points to a minimum while emphasising your strengths:
[ul]
[li]No monthly fees[/li][li]No waiting for your DVD[/li][li]No scratched or broken “unpleasant surprises”[/li][li]Friendly, personal service[/li][/ul]
It’s a nasty, uphill battle, but some video stores *do *survive. Good luck.
Oddly, the hipster independent video store in my neighborhood doesn’t rent video games. They do however still rent laser discs, fercrissakes.
They started going down the tubes when BlockBuster and Hollywood Video showed up. They also have pretty draconian rental policies … like one night rental – that’s it, no more, one night is all you get.
On the other hand, they do have a wider selection of cult, foreign and pornos.
On the other other hand, there is now GameFly out there too; it’s like Netflix for video games.
One of the local Domino’s Pizza places used to have a person stand on the sidewalk near a traffic light (i.e. stopped traffic) with $5 pepperoni pizzas; it worked well.
Keeping with that same right now, no hassle idea, what about a sign along the lines of watch Dark Knight tonight!, with the movie title changed daily to a new release title. As a Netflix user, driving by the store’s location every day, this is probably the only thing that would cause me to stop and come in.
Personally, I think your sign sucks. The first draft is better, but still doesn’t get the point across as to why your store is better than Netflix. But a bunch of people have already hit on the things that I would do…
Having a Netflix like option locally that allows you to rent any movie you might see on the shelf is a fantastic idea. I’ve long thought of trying to do something like that for video games, but I don’t have the kind of money that would require.
This idea is awesome. It’s clever and it hits on exactly my problem with Netflix, if I want a movie NOW, I can’t get it. Those Redbox machines are cutting into that a bit, but you’re really the only game in town to satisfy people’s NOW desires.
I really think you underestimate public library’s role in the movie business. Especially in Seattle, as they have a world class library that is the envy of librarians everywhere.