Anatomy of A Message

In our digital age, there are more ways than ever to communicate with customers and prospects. Companies and services can send you a Tweet, deliver an email newsletter, invite you to visit their Facebook page or talk to you through more traditional means – via broadcast or print advertisements.

While the new digital social media make it crystal clear that relationships and connections are at the center of successful communication, the truth is that effective advertising or messaging has always made that connection and built that relationship.

An ad engages you when you can picture yourself in the scenario.  It answers the target audience member’s question: Tell me why I should “like you”, “follow you” or, ultimately, choose your products and services.

Neff of Chicago was mindful of these principles as it created a new advertising campaign built on the key line: Nothing but Neff…of Chicago.

“We wanted a message that reflected our customers’ experience and highlighted what we believe is unique about our design service, “ explains Patrick Borg, Neff of Chicago Managing Partner and President.

The ads utilize a testimonial approach, featuring actual Neff clients and their new kitchens.

“A kitchen remodel is a very personal process,” Borg noted. “We felt that the best way we could share our passion for what we do and explain the Neff difference to prospective customers was through the real-life experiences of current clients.”

The Nothing but Neff headline seemed to work well on several levels to tell the Neff of Chicago story.

The company continually hears from customers and referrals that Neff clients would not think of going anywhere else for their kitchen design. Clients are sold on the quality cabinetry and the creative and caring Neff of Chicago design team who willingly goes the extra mile to translate dreams into real kitchens.

At the same time, Neff of Chicago sells nothing but Neff cabinetry and offers the greatest number of custom design choices available from any manufacturer.

Look for the Nothing but Neff ads in upcoming issues of fine home and design publications. And take a look at some dream-come-true kitchens in the Neff’s online gallery.