We’ve all had restless late nights where we can’t sleep only to be greeted with the Slap Chop guy Vince. He’s chopping food and rambling on with unbridled enthusiasm. Yes he’s a little ridiculous and pretty cheesy. And yes, he’s been remixed. Hey, mock all you want. The original TV ad has been viewed nearly 400,000 times on Youtube. The remix has been viewed nearly two million times! How many times have your videos been viewed?
But this post isn’t about corny TV ads and remixes. It’s about shameless selling and what we – as designers and marketers – can learn from the Web version of all this slap-chopping madness: www.slapchop.com.
The more refined among us love to speak about how we “shape user experiences” and how we can more effectively market and message the masses. With the rise of new media, an elitism has been cultivated where we’re always looking forward for more innovative ways to market and connect with potential customers.
Guess what kids, Slap Chop is an example of what works for a massive demographic. If I sit my mom in front of the Slap Chop website, she’s gonna get it. She knows what it’s about and there is zero confusion about how to buy the damn thing.
So what can we learn from Slap Chop on the Web?
- No play button. As soon as you hit the site, Vince starts yapping away and the TV ad starts playing. Yes it’s a little obnoxious and a bit rude, but it works. Somebody actually chose to visit the site, start selling. Youtube changed videos on the Web by auto-playing.
Big Obnoxious Text. The goal of Slap Chop on the Web is to get you to buy the product. Period. This is an impulse purchase. The Web is driven by impulses. You’ve got a few seconds and a sliver of attention bandwidth to work with. Punch the visitor in the mouth as soon as they get there. Forget paragraphs of explanatory text and detailed lists of features. Go big right out of the gate.
- Control the Narrative. When anyone lands on a Web page, they immediately begin digesting the information before them. Designers have a couple of choices to make. If we think: “This is a magazine ad!’’ we spend a lot of time organizing and structuring the information. If we think: “This is a TV ad!” well then it’s less about guiding the eye and structuring content. It’s about throwing content at the user. In the first 20 seconds of visiting the site, a handful of pitches fly by. Text is moving around and bouncing. Images are dropping in and sliding out. It’s a pretty annoying for me personally, but incredibly effective at taking hold of the storyline. It reminds me of the rat maze Ikea puts you on. You’re more or less forced to walk the path.
- Order Now. And I Mean Now! The Slap Chop site is a single purpose site. The whole sell and the purchase process happens right on that front page. You pretty much can’t escape the plea to “ORDER NOW” and clicking on it just takes you to an anchor at the bottom of the page with the actual order form. No other pages. No shopping carts. The pitch and the purchase process is all right here.
So there you have it, design and marketing tips from Vince. Yes, salespeople are slimy. Yes, the sales experience can be creepy. But there is something to be said for a clear, targeted direct message. When I was drawing up the landing page for TBUZZ, our latest from Arc90, I wanted to capture that simplicity and bigness. If only I’d had Vince to help me pitch it.