The headline reads: ‘Myth #1: A Hatful of Red Hot Marketing Leads Is about as Likely as Turning Water into Wine.’ The concept was developed by KudzuCreative for marketing its own event services through direct mail, online, and presentation/videos, focused on prevalent myths surrounding event marketing as a means for lead generation. As the first in a series of mailers and video presentations around event marketing ‘myths,’ it provides a visually compelling example of how unexpected imagery style + headline can yield a powerfully eye-catching message.
The main headline reference to ‘Water into Wine’ makes clear that the liquid is wine, and closer examination shows the words ‘strategy’ and ‘execution’ floating out of the wine. The obvious reference is to the miraculous turning of water into wine, suggesting that while most companies regard event-related lead generation as an almost mystical process impossible to achieve, it is actually much simpler than that. The concept was without question designed to be representative of the type and quality services KudzuCreative provides to its event marketing clients.
Within this almost fantasy/magic layout, the advertisement goes on to define its audience and concisely articulate its value proposition, ‘Lead generating events — not just for miracle workers anymore.’ Finally, the concept contains a text-only reference to KudzuCreative.
Because this concept was intended primarily for an advertising-type use in direct mail and video media, it has more of a visual ‘edge’ (versus corporate branding look and feel), as such concepts (particularly those associated with events) allow only seconds for the audience to see and respond to any given marketing theme/concept.
Copyrights on all concepts, imagery, copy, and messaging on the ‘Water into Wine’ page are held by KudzuCreative.
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