Catalog marketing and design firm AGA is using the infamous Palm Beach County, FL, butterfly ballot to drive prospects to its Web site.
“Is poor design affecting your results?” asks the 5-inch-by-7-inch postcard, which features a reproduction of the high-profile ballot. The only other text on the card is AGA's Web address, www.aganet.com, and the statement, “AGA can make a difference.”
“Since the Florida ballot emerged as such a critical part of the whole election process due to its design, it struck a chord with us as an agency so focused on design,” said Andy Russell, president/CEO of AGA Catalog Marketing & Design, New York.
The card was mailed last week to 1,500 of AGA's e-commerce, catalog, retail and direct marketing prospects.
While AGA did not single out recipients of the mailing for any flaws perceived in their marketing efforts, Russell hopes they will be prompted to think about their own design strategies and results.
“By raising this provocation, it's an opportunity for us to broaden our dialogue with some of our prospective customers,” he said. “It points out, as many marketers have known for a long time, the subliminal impact that good design has.”