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 …
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.
Filed under: Attitude & Aptitude, Creative Development, Creativity, Culture, Fake Attitude, Insight, Marketing, Marketing Fail, Positioning, Technology
A fantastic camera brand with unquestionable credibility.
Now of course, many camera brands are under threat from the increasing quality – and convenience – of smartphone cameras, which is why many are trying to diversify their portfolio to counter any potential profit loss.
Based on this ad, it appears NIKON are trying to do this as well.
Of course, as we have seen from GOPRO and countless other brands … the ‘live action camera’ category has been growing at an incredible rate and while you could argue NIKON might be a bit late to the party, their credibility in cameras stands them in good stead.
Except it doesn’t.
You see what NIKON have failed to understand is that the ‘live action category’ is very different to the photographic category … sure, they both involve needing a lens to capture the action, but fundamentally the rules are different, the values are different and the culture around it are very different.
As I wrote here, GOPRO’s success is not just because they were one of the first to exploit this market, but because they were part of the culture that created this market.
They understood who these people were.
What they do.
What they want.
What they feel.
This knowledge influenced everything … from their positioning [the utterly brilliant, ‘Be A Hero’] through to the style of advertising they created.
The fact NIKON’s ad shows an image that comes from the perspective of watching others do something, highlights how they have failed to understand the audience they are talking too.
All they’ve done is transfer their photographic approach to their communication … but the audience they need to engage have a totally different set of values and aspirations.
Of course it would be hard for them to achieve this given GOPRO have already nailed it with their ‘in the middle of the action‘ photographic style … but that’s the difference between a brand that looks at a category as a sales opportunity versus a brand that is born from the culture it plans to engage with.
As I’ve said many, many times … culture is far more important than category.
Don’t let anyone tell you different.
PS: Happy Australia Day … a day where you are not just legitimately allowed to get pissed before 10am, but positively encouraged to be. Have a top day. And a top hangover tomorrow.
All words that pretty much sum up what a bunch of imposters men really are.
Of course we don’t want to admit it.
We talk a big, big game … but when we are called upon to step up to the plate, that’s when so many of us reveal [even though we do our best to hide it] we’re most definitely the weaker sex.
The reason I am saying this is because I recently saw a video that laid out the whole ugly truth in startlingly undeniable detail.
You better sit down, it’s going to be hard to watch …
Seriously, why Cindy Gallop isn’t all over this video?
All her arguments would be won in an nanosecond.
OK guys, I know I’ve broken the ‘male code’ by revealing this in public, but I have blog posts to write so it had to be done. And on the bright side, now we know why Marilyn Monroe said “Women who want to be like men lack ambition”.
Filed under: Brilliant Marketing Ideas In History, Comment, Communication Strategy, Context, Creativity, Cunning, Insight, Long Copy, Marketing
This is one of those ads that is constantly referred to as being a perfect example of perfect advertising.
David Ogilvy was behind it – spending 3 weeks doing nothing but reading about the car – before producing that amazing headline.
OK, so there is some conjecture whether he came up with it or not, but regardless, it’s one hell of a headline.
But here’s the thing, when you read the rest of the ad, I’m not sure if its worthy of all the accolades bestowed upon it.
Sure it comes from a different time [as the $13,995 price tag highlights] … and yes, some of the ‘features’ they mention were probably cutting edge back then [power steering for example] … but after you get past that epic headline, what you actually have is an ad that is just a list of product features.
While there are still nods to the sense of craftsmanship and technology within that list – for example, you can have a telephone as an optional extra – I can’t help but feel that all the romance the headline conjures up in your mind disappears once you get to the details.
Maybe that’s because it appears the strategy was not actually to communicate the sophistication and craftsmanship of the car, but to change the perception of it being only for the super-elite … the one’s who are chauffeured around rather than drive themselves.
Hey, I could be wrong, but the fact they use that hilarious image of a ‘Dad’ picking up the kids from the local shop after school – not to mention they state in the copy that you don’t need a chauffeur to drive it – means I might have a point.
Now I get I have no right to criticise the wonderful Mr Ogilvy and the fact this ad is continually referred to implies it was hugely successful … but when I was reminded what the actual ad looked like – rather than just hearing that headline – I couldn’t help feeing that I find this scam ad for Bentley far more appealing.
[Though I accept that just might be my Nottingham heritage shining through]
Filed under: Insight
Yes, that’s all this post is today. Consider it a New Year gift from me.
But don’t get too comfortable, tomorrow is most definitely another day.