The Musings Of An Opinionated Sod [Help Me Grow!]


Placement Is Everything …
August 24, 2010, 5:51 am
Filed under: Comment

So I was in Malaysia when I saw this:

Yep, it’s health shop GNC located right next to JCO Donuts.

I have no idea if it was intentional or just a happy/sad accident but something tells me this could potentially work in both companies interests … from the person who has just bought some overpriced GNC stuff who thinks they can now ‘justify’ eating a quick ‘bun of fun’ through to people who’ve just bought a ‘bun of fun’ who feel the should pop into GNC to buy some overpriced stuff to ‘justify’ their fried sugar meal.

Of course it could also be argued that the people who enter both shops would rather die than go into their neighbours establishment but I am always reminded of the guy I met who owned QVC [the television shopping channel] who paid a premium to ensure his channel was always placed no more than 3 channels from either a major ‘sports’ or ‘docudrama’ channel.

Why?

Because his research showed that when ad breaks are on, people used the ‘up/down’ feature on their remote control to ‘channel surf’, but never go more than 3 channels from their favourite show so if he could ensure he was in that 3 channel vicinity, he could increase his odds of selling people his tat and make a killing.

Whilst of course there were many other factors to his success – the thing he understood was that in the main, people have 3 sides … the personal, the professional and the secret … and so whilst publically, individuals may claim they would think/do one thing, in private, a very different set of choices may get made which is why things that may look like disasters can often turn into situations of great opportunity.

Finding this out is the job of the planner and the researcher … what a shame most of them take what is said on face value.


32 Comments so far
Leave a comment

i bet you only went into 1 shop and i bet i know which one.

Comment by DH

good call dave unless those fuckers at gnc were selling some fucking electronic health supplement. even krispy fucking kreme couldnt compete with that.

Comment by andy@cynic

Actually I went into neither … mainly because shortly after this photo was taken, I was chucked out the shopping centre [http://bit.ly/cTcJI6]

So stick that in your over-presumptious pipe and smoke it. Ha.

Comment by Rob

I always wondered who bought things from QVC so jumped at the opportunity to spend a week there when a friend became their GM.

The volume and range of items sold was astounding and like you say in your post, there were spikes during intervals on televised sporting events.

I don’t know what that proves with your donut/GNC observation but people definitely do defy supposed logic time and time again so I certainly wouldn’t dismiss your hypothesis out of hand, even if you did only visit one of the stores. 🙂

Comment by Pete

Jesus, if you start taking the piss Pete, there literally is no hope left for me.

Comment by Rob

A post of two halves.

Comment by John

both fucking underwhelming with a drab 0-0 score at the end of it.

Comment by andy@cynic

Sounds like Forest.

Comment by Rob

Interesting post. Not sure if your theory stands up but in your defence there’s a number of examples of people acting independently from social expectation (for example people who visit your beloved prostitutes) and unexpected business interdepedency. (for example McDonalds and divorce lawyers)

It’s freakanomics mixed with pattern recognition though to be fair, you’d been blathering on about this years before it became planner trendy.

Comment by Bazza

jill will love that some fucker has written a comment claiming her husband loves prostitutes. another marriage statistic beckons, well fucking done baz. oh you mean campbell likes talking to them? oh every fucker knows that, the weird fuck is the only person i know who could say he reads playboy for the articles and id believe him.

Comment by andy@cynic

Unlike why you would read playboy eh Andy?

Comment by DH

of fucking course. i dont need old spice to be a man.

Comment by andy@cynic

I did say in the post I could be completely wrong – but as you point out, what people think versus what you find out when you look more carefully at the specifics don’t always match.

And yes, I did find this whole thing very interesting a very long time ago … but let’s be honest, the banking industry – however screwed up it is – and Police proceedures were embracing this type of approach before adland even thought about any possible relevance.

Comment by Rob

you almost had a post worth reading till you fucked it with your planner shit in the last paragraph. when i say ‘almost worth reading’ i dont mean it, i just thought id do the same to you as you do to us: a moment of hope, ripped to fucking twisted shreds in the blink of an eye. you bastard.

how much of this post is you versus the very fucking expensive “journey of discovery” i fucking bankrolled for you with paul b? do i see no return on investment or do you just repeat what he said like a fucking muppet parrot?

Comment by andy@cynic

Are you and Marcus in cohoots?

Cohoots – what a totally brilliant word that is, immediate comedy gold.

And you may of bankrolled my trips to Paul Britton but we bankrolled the fucking financial titanic that was potent_flix so I’d shut up before you open a whole can of worms even you couldn’t manage to clean up.

Comment by Rob

it would of been ok if youd let me turn it into potent porn but you and fucking auntie got all prude on my fucking ass.

Comment by andy@cynic

That sounds awfully like a bad guy in ‘Scooby Doo” …

“If it wasn’t for those pesky partners, I’d of got away with it”.

Comment by Rob

whats your fucking point?

Comment by andy@cynic

Nothing, just an observation – you know how planners like to do that and claim it as insight. Ha.

Comment by Rob

dont i fucking know it. havent you got some trashy tech to go and buy campbell?

Comment by andy@cynic

Good point … and if it wasn’t for those pesky meetings I’d be able to get more.

Comment by Rob

i’m at an electronic arts conference and heard a paper today about engaging audiences in public space (including placement).
sadly, i realised why i found it slightly dull – because i’d heard it all before. here.

adland 1 – arts 0.

😦

Comment by lauren

you mean you heard it in the fucking comments because theres no fucking way it came from campbells tiny brain.

commentators 1 campbells head 0

Comment by andy@cynic

Adland being ahead of the curve? That’s twisted, not logical.

Comment by Pete

not twisted at all because im a fucking construction worker not some out of date adwanker.

Comment by andy@cynic

More prospects than adland plus you get to create something that lasts and matters. And swearing and leering is positively encourages – it’s a match made in heaven.

Comment by Rob

are you trying to make me feel better about the life you fucked up campbell or are you just a bastard who is enjoying twisting the knife a little bit deeper. cock.

Comment by andy@cynic

A construction worker with a tache?

Comment by John

Planner post. Planner post. Planner post.

Can we finally get to post-planning?

Comment by Marcus

that would mean you class campbell as a planner marcus. basic fucking mistake that you should be afuckingshamed of.

Comment by andy@cynic

Points of pedantry:

1) It’s cahoots.

2) It would be Burnley 1 Nottingham Forest 0

Comment by John

Cohoots is better.

Comment by Chris




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