McKay Drilling has an ad that is understandable. They provide equipment that IS maintained.

Workpac claims to be the smarter alternative. To what, I wonder.

KC or whatever has innovative products.

Citec and the other one offer solutions to something. I think it might be software. But I don't really know.

Lube stuff would interest the mechanic who works for McKay Drilling so he can maintain the equipment.

McKay Drilling's ad does not make me guess what they do. They don't claim anything other than what they basically do. They do not claim to be innovative or a better alternative - which is advertising fluff.

From the mine manager's point of view... they are interested in equipment that will run. McKay Drilling fulfills that want.

They might want good, reliable and hardworking staff... but Workpac only offers a smarter alternative for hiring. If Workpac said they provided good, reliable hardworking staff, then there is a fairly good bet their click-thrus would also rise - providing mine people want that kind of thing.

If the "innovators" company want a better ad I would tell it like it is: We offer conveyors, crushers and splitters. Short. Simple. Easily understood.

That's my take on it.

Michael Ross