This has been really bugging me for a week.
As a back story, I am an avid golfer. I also get Golf Digest every month and in the recent issue was a full-page ad for Pebble Beach Resorts. Now, if you golf you know Pebble Beach. The Holy Grail of golf. The Vatican of Golf! Also I was with a company a while back that did the branding for PB. Kind of proud of that!
It is certainly on my bucket list for golf courses that I want to play. Not that I envision ever having the $500 US it takes to play the course, of course ONLY if you stay at the resort at – oh, call it $500 a night++.
Anyway, I see this ad. The immediate response is the "Brand Sigh" that comes over me. It IS Pebble Beach after all … Tiger, Jack, Tom Watson, Clint Eastwood (One of the owners) etc etc
Then I look closer.
There is a major typo in the ad. "Ahe" should obviously be The! And upon further inspection I look at the grammar of the sub-head above. What's with the hyphens???
Who is doing these ads? Do they not have proofing services in Southern Cal? Sure the mag could have screwed it up with say a badly produced ad – as in, the fonts went wonky, the drop-cap was screwwd up … but the obvious grammar errors?
Now, notwithstanding that this is a pretty blasé ad in-and-of-itself, I use the word blasé to be kind, when I should say it really sucks, but I get it that clients get what they deserve. I worked for a couple of very prominent, high-end resort clients and yep they all loved this stuff. The balanced layout, the small photos in the middle etc etc. If you look at any resort ads – they are all pretty much the same. But this diminishes the Brand. THE BRAND!
So my point is. If I ever have a couple of grand I don't know what to do with, and decide to plop it down on a weekend at Pebble will I be thinking – "Hmmm these guys will lose my reservation?" "They will not have my tee time!" "The service will suck." And on and on and on.
I liken it to going to see a specialist surgeon for a serious operation and his office is a mess and he drops his pen a lot. Not good!
It is ALL about touch points and that great old saying – "Look after the pennies, the pounds will look after themselves."
God is in the details … Clint!