Tuesday, 30 June 2015

who says marketers don't talk in plain English?

I case you are wondering why people in the marketing industry get a bad rap for talking gibberish, here's the evidence.

Just to warn you - the lady asking the questions is nearly as bad as the lady answering them!

Monday, 22 June 2015

ad from Johnnie Walker that's got the lot

It takes a little bit of everything to get someone to watch a advert that lasts over five minutes.

I've just found this Johnnie Walker work from 2009 and it seems to have exactly what is required - great narrative, compelling story, product benefits - all delivered by an actor who seems to be a great fit with the brand he's selling.

Whether you like a wee dram or not, once you start watching it's hard to stop. And kudos to Robert Carlyle as it was apparently all shot in one take.


Wednesday, 17 June 2015

Gold Blend do ads absolutely nothing to do with Gold Blend

Shown below are three 6 sheets and a TV ad for a brand of coffee - by coincidence it's the coffee I have in my house, and for instant coffee it doesn't taste too bad.

However, if another coffee brand were interested in my custom there would be a few things that might tempt me to give them a go. Things like quality of their beans, knowledge of their ethics, what it smells and tastes like etc - the sort of things common sense says you might wish to include in your 6 sheet or TV advertising.

With that in mind let's look at how Gold Blend have approached trying to get new customers (at least that's what I think they're doing). 

They are the coffee brand that will give you a hug

They are the coffee brand that will get you home on time

They are the coffee brand that puts dinosaurs before dishes

Now if you can work out exactly what they are trying to do here, I think we should swap jobs. Hugs? Shoes? Dinosaurs? All I want is for you to tell me why you make really good coffee in an interesting and informative way - and I'll do the rest when I'm doing the shopping.

But if you want real clarity about the campaign and why you should start buying Gold Blend, rest assured, they've done all that in the TV ad.

Confused? I've got a feeling we won't be the only ones.

Thursday, 11 June 2015

an open letter to all marketing managers

When considering your next advertising campaign, think carefully about the likes of Brian.

click on the image to make bigger

Half inched from the good folk over at Sell!Sell!

Monday, 8 June 2015

the difference between Bill Gates and the bus company

I've just read a tweet from a bus passenger, who has made a complaint about the rudeness of a driver.

Bearing in mind that drivers are probably the most important brand ambassador a bus company can have, I would expect this to be investigated and sorted out pretty quickly.

As they have promised to 'investigate and respond within 10 working days', to my mind the bus company think differently.

10 working days? Really? Now I'm sure there are procedures to follow with these sort of things but if it means the customer has to wait nearly two weeks to hear back following a complaint, maybe the procedures should be looked at to make them more customer focused?

The quote above from Bill Gates really proves that every time a paying customer interacts with a negative story of your brand, it should be looked upon as an opportunity. An opportunity to admit that your brand isn't perfect, and an opportunity to sow the seeds of improvement. And certainly done so in less than 10 working days.

It seems that a certain bus company and Bill Gates don't have a lot in common.

Thursday, 4 June 2015

the multi national company and the two word mission statement

I've just read this cracking little story over on the Escape Pod blog (for those of you that don't know the agency is owned and run by Vinny Warren - he of Whassup! fame).

For me it's a great example of how big companies can act if they really put their minds to it, and put their customers rather than their ego, first.

Over to you Vinny...

"I worked on the Anheuser-Busch account for a total of 9 years. I created ads for Budweiser and, just to vary things up, Bud Light too.

That's arguably too much time to spend just thinking about beer. I get that part. But it was a lot of fun. 

And over time I got a deeper and deeper understanding of our global client's issues and problems.

A-B, as Anheuser-Busch was known, had a very strong corporate culture. It really was all good. These guys had it right. They knew their business. And I learned a lot from them.

I'll never forget how impressed I was with the A-B corporate mission statement when I first read it. You think it's going to be some long winded American corporate bullshit? Right?

Wrong. It was two words - 'Make friends'.

How brilliant is that for a beer company that barely survived the insanity of prohibition?

This was backed up with a ton of cash too. These guys were great at making friends with everyone. They sponsored everything from showjumping to baseball to drag racing.

They realized they had a lot of constituencies and they paid close attention to all of them.

I was reminded of this today when I saw this headline.

A-B has been doing this silently for decades. They brand the water with their corporate logo. They know that was enough. They never tried to exploit it for PR. They knew that would be tacky.

Just as right after 9/11 they silently switched all their billboards ( a huge buy too) to completely unbranded fluttering American flag images.

I know it might sound strange but these German-American beer guys could actually be sensitive and tactful.

And that's exactly how you make friends. By acting the part."