Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Context, Creative Brief, Creative Development, Creativity, Culture, Cunning, EvilGenius, Insight, Marketing
So I recently read an article on the UK distributors of Danish store, Tiger.
Tiger is often referred to as ‘Posh Poundland’ as it sells all manner of stuff.
Anyway, in 2005, a husband and wife – with no business experience whatsoever – decided to pour all the money they had into buying the rights for the brand in the UK.
They openly admit it was very difficult and they made many mistakes but 11 years later, they sold it for an estimated 40+ million pounds.
So far so good, but what really interested me was something they said at the end of the interview …
How brilliant is that.
It’s also a great lesson in thinking about your audience.
Too often, our industry defines audiences by the segment we believe are the most likely to want to buy our brand/product.
While that makes perfect sense, the problem is we are often end up being pretty generalistic in who we define our audience to be … often because our clients are petrified of putting limitations on their sales potential. The other problem with this broad audience approach is that it tends to end up being the audience for the whole category, which means we end up pitting ourselves directly against our competition.
What I love about this Tiger example is – albeit by lucky accident – they realised their was a very specific segment who were attracted to this product. A segment that liked it for reasons beyond what was expected, and yet was something that actively drove them to buy.
Now I admit it takes balls to do this.
It also takes absolute honesty.
But when defining audiences, it’s always worth remembering the motivations for purchase are often very different to what we would like to think they are. Of course we know this, but when in front of a client, it’s amazing how often we either temporarily forget or simply choose to ignore.
By being absolutely open to who could/should be interested in our clients brands, we not only stand the chance of making work that truly resonates with a particular segment, but one that automatically differentiates you from the countless competitors all trying to steal your share, which is why I still love the V&A London museum ad from the 80’s, where Saatchi’s [in their absolute pomp] realised the thing people liked most about the place was the cafe, which led to them running ad’s with the bravest ‘endline’ you may ever see …
If you’re wondering what I’m talking about with that post headline, you can click here.
But that aside, here’s hoping you have a good day … whether that’s getting lots of cards or not getting lots of abuse.
Filed under: Agency Culture, Attitude & Aptitude, Brand Suicide, Comment, Corporate Evil, Crap Campaigns In History, Egovertising, Embarrassing Moments, Marketing Fail, Wankers
Saw this recently on Linkedin.
Do you think it’s an employee randomly singing the praises of his company.
Or an employee who is doing this as a blatant attempt by his company to look good?
Either way, I want to smash the smarmy, corporate toady in the face.
Filed under: Attitude & Aptitude, Comment, Culture, Emotion, Empathy, Family, Friendship, Insight, Love
… I do feel this is a very insightful comment.
Of course there are many factors contributing to societies worship of ‘things’ … from the way many treat and regard the poor [which makes the acquisition of ‘things’ appear the path to social acceptance] to the large number of communities who literally see no positive future for them or their loved ones to the many people who grow up feeling a lack of love and support from their families.
Basically, I feel we need to press a giant reset button … but given the best chance of that was when we discovered the banks had fucked us all over and yet we  didn’t take any real action against the guilty and  we have ended up carrying on as we were before [possibly because there were no implications to those who had caused this mess] I doubt we will get that for a long, long time.
Which means our only hope is us.
In the end, it always comes down to that.
So today is the start of the Chinese New Year holiday.
Yep, that means my first holiday of 2017 has already commenced.
A holiday that sees me away until the 5th February.
I know … I know … but don’t blame me, blame the Chinese Government. Or someone.
If it’s any consolation, I’ll be spending the next week or so doing a bunch of stuff. Sure, none of it will be ‘real work’, but according to you, I’ve never been doing that anyway.
Anyway, to celebrate the year of the Chicken [or, said another way, the year KFC’s share price goes through the roof], I leave you with this …
See you next month.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brilliant Marketing Ideas In History, Comment, Crap Products In History, Culture, Cunning, EvilGenius, Experience, Innovation, Marketing, Marketing Fail
So a while back I saw this weird looking thing being advertised everywhere.
It’s that thing at the top of this page.
At first, I was captivated … it looked like the ultimate gadget.
And then, on closer inspection, I realised it literally did nothing.
That’s right …
Just a bunch of buttons and balls to press, roll and click.
Seriously, who would need this shit?
People with game controller addiction?
People with pen clicking obsession?
People with nothing better to do?
And then I saw the manufacturers had created this terrible video to help explain things …
Look, I know the ‘fidget cube’ is relatively cheap … but contrary to the video’s claims, ‘fidgeting’ is not actually an addiction and so you have to ask if people really need something like this over – say – ‘tapping their foot’ repeatedly.
So I bought one.
And you know what … it’s fucking amazing.
I know … I know … my taste is hardly the barometer for mass acceptance, but remember, I am saying positive things about something that literally has no wifi, bluetooth or web access and I’m a guy that has bought robot balls and a mug that will digitally tell me what I’m drinking even though I CAN TASTE WHAT I AM DRINKING.
I’ve bought loads of them now.
In multiple colours.
And while that may make me look a fucking idiot, the fact is there’s a valuable lesson in all this.
No, it’s not that ‘Rob spends his money on tat’ [though that is also a learning] it’s the fact that if someone had told me about it, I’d have dismissed it as ridiculous.
An over-engineered solution to a problem that isn’t really a problem.
And yet the reality is, I didn’t just buy it … I use it all the time and I truly feel it has helped me focus more.
I know that sounds mad and I swear I have no commercial interests in it … but on top of everything, it reinforced a lesson I have continually pushed upon The Kennedys, which is never kill an idea until you’ve tried it.
Not just because you may find it actually could end up being something awesome, but even if it doesn’t, it often opens up doors of opportunity you never would have seen before.
The older I get, the more I realise ‘try before you kill’ is one of the most important lessons you can learn.
Especially for planners.
Especially for planners who want to help create something that can change something.
Even if it ends up being something people ridicule.
Until they try it.
Filed under: Comment
So when I was in Sydney recently, I saw this …
Look, I get that people in IT are still often viewed as acne riddled, socially inept individuals that listen to Norwegian death metal, have no girlfriend/boyfriend and masturbate into a sock – or something – but seriously, is this the sort of image you want to portray to potential customers?
Sure, the ad says ‘they help with leads’ – not to mention they are allegedly the #1 digital marketing firm in Sydney [which I’d love to know how they determine] but when the person in the ad looks like the sort of person who could only connect you to pedophiles, is that the sort of image you really want to convey?
And what about the people who work there?
Do they really like being promoted as the sort of person last seen in ‘Revenge of the Nerds’?
I get our industry can take itself too seriously sometimes, but I also think we often go to the other extreme with rubbish like this and the countless embarrassing singing bullshit so many of them love to do.
Which all goes to show that for an industry that says we help business communicate itself to the public in the most commercially valuable of ways, we’re pretty shit at doing it ourself.