Vistaprint: More Than Print and More than Just a Promo Ad

  Vistaprint: More Than Print and More than Just a Promo Ad

More Than Print 

In theme with this week's readings of Chapter 18 on “integrated marketing communications and direct marketing”, I’ve chosen Vistaprint’s “More Than Print” ad as it covers a lot of this week's reading. 

Vistaprint’s “More Than Print” ad shows two men with Bostonian accents working at what looks like the Boston Celtics ProShop talking about the different products that Vistaprint offers besides business cards. Vistaprint is a company that offers a wide variety of business items from business cards, flyers, packaging, and more, as the commercial points out, but they also have way more than just needs for businesses. They also offer customizations on a variety of products for the everyday consumer such as cups and mugs, pillowcases, t-shirts, and more. This commercial does a great job of including a lot of promotional elements such as having a partnership with a well-known prestigious name like the Boston Celtics. This partnership is visible when watching Celtics games as every player's jersey has had a Vistaprint patch on the front left shoulder since the 2020-21 season. However, this commercial adds a funny layer to that partnership and lets everyone know, even those who aren’t watching games about this partnership.

This partnership is successful for both sides on many levels such as whenever a consumer or possible consumer sees Vistaprints, most likely expensive advertising, during the game or on a jersey it keeps Vistaprint in consumers minds. This is especially helpful for consumers who have or are looking to have a business, however, it is also helpful for consumers or possible consumers just looking to browse what Vistaprint has to offer and what may be useful to them. By partnering with the Celtics, Vistaprint is also using public relations by creating a positive image of themselves off of the Celtics well-known and prestigious history that comes with their name, as well as publicity in the same light. By poking fun at the well-known Boston accent, this ad also does a great job of relating to and making a personal connection with all in the Boston and New England area by making them either laugh at the commercial itself, the actors impersonation or makes them think of a friend or family member with a similar Boston accent. This ad is also successful in offering a promotion code that reaches all consumers they’re targeting and even those they might have thought to target.   

The use of a promo code, even if it’s just for new customers, makes consumers or potential consumers more likely to be interested in this Vistaprint ad and is a great marketing tool. If I had to put Vistaprint on the life-cycle promotion mix based on this ad, I would say they are likely in the growth stage due to their use of primary promotion, both with a discount code and partnership with the Celtics, as well as in the way the add is trying to persuade viewers to purchase their products over the competition. Overall, this ad does a great job of showing Vistaprint’s versatility as well as showcasing its partnership, ensuring trust in current or possible consumers in doing business with them.