Did John Lewis hit the spot?

The alluring execution and emotive soundtrack of the new John Lewis spot caught my attention.

http://bit.ly/OuxJ1M

The message  – ‘what’s important in life doesn’t change’ – has a ring of profoundness about it that will doubtless make consumers feel even better about a brand they already love. However it also somehow seems guilty of lacking substance and any real relevance to the retailer. Perhaps this is one of those examples of advertising where the creative is so powerful that the rationale takes second place.

What’s your take?

 

 

Product Videos Nudge Apparel Shoppers Toward Register – eMarketer

Product Videos Nudge Apparel Shoppers Toward Register – eMarketer.

Is Traditional Marketing Still Effective?

Is Traditional Marketing Still Effective? |.

This is an interesting article that asks whether traditional marketing still has a place in your marketing plan alongside digital and internet marketing.

With the current trend to rush blindly towards social, inbound and content-based marketing, this is a good time to pause for a moment and take stock. Many so-called Internet Marketers are quick to dismiss tried and tested traditional techniques. Proceed with trepidation before subscribing to this doctrine.

Consider that your marketing should serve to solve business problems and maximise opportunities to grow your brand. Diversity across industries and companies means that these opportunities and problems will vary, requiring marketing plans to do the same depending on the business environment. One size does surely not fit all. Therefore you must approach your marketing planning with an open mind about what strategies will best meet your objectives – not a preconception that you must use one set of media or another.

Digital has provided marketers with more channels, and the growing tendency among consumers to spend time immersed in these media make them attractive – not to mention the comparatively low costs of entry. Traditional channels such as broadcast and print advertising, direct marketing and events have suffered as a result, and will have to learn to deliver more measurable results to advertisers at a lower price. But write them off at your peril. You will still struggle to get in to the nation’s front rooms quicker than on the TV, you won’t catch more people on their drive home from work any other way than by radio, and if you are not networking at your industry’s annual trade event then you won’t have as many quality leads to nurture in your snazzy new CRM hub software as your competitor.

This article reminds us that online and offline marketing are two components of the same effort. They should not operate in two separate silos but rather in harmony with each other – in an ‘integrated’ way as we used to say. If your marketing provider offers one without the other then it’s time to sound the alarm.

Many internet marketers have forgotten that the most important word in their title is the second one. A facebook enthusiast maketh not a marketer. If you are seeking specialist marketing advice then you will be well served to distinguish between the two. Internet Marketing can be extremely effective and may very well be a good fit for your business, but the chances are it will play a role in a much larger production. It is a means to an end, not an end in itself.

Are you cheating your customers?

Business Marketing – The Print Blog.

Wonderfully short and to-the-point post that reminds marketers and business owners everywhere that a quality product is the best kind of marketing there is. After two decades in the business I couldn’t agree more.

These days, audiences are more sophisticated, markets more segmented and buyers more informed than ever. If marketers ever did get away with cheating their customers, they can’t now. Your customer has two things today that were in short supply not too long ago: 1) choice, and 2) a voice. Piss them off and they’ll walk, but not before telling the world and dragging your brand name through mud in a public forum.

Marketing is not about using clever slogans to sell customers short. It’s about understanding what they want and making sure they get it. Telling them your toxic junk food offering is healthy because it has zero carbs or luring them in to extortionate service provision contracts with cheap introductory packages is naff and underhand. And your customers know it. Don’t hide the additional costs. Don’t extol tenuous virtues. Get inside your customers head and figure out why they buy your product, and reinforce that value to them without being disingenuous. We all know a Big Mac is about as good for you as radioactive waste but we know at the same time that it hits a spot that baby spinach salad just can’t reach. So focus on that as your proposition…and don’t think by sponsoring the Olympics you can reposition your nasty food products with all that is good and wholesome.

Above all remember that marketing is never a worthy substitute for a quality product, which to borrow the words of Milton Hershey, is ‘the best kind of advertising.’

The best kind of advertising

After two decades of marketing leading brands I believe this is probably about the best advertising advice anyone can give you. 

The best kind of advertising - give them quality

Facebook’s First Earnings Call: What to Expect

Facebook’s First Earnings Call: What to Expect.

The Ad Contrarian: Dead Air More Effective Than Facebook Ads

The Ad Contrarian: Dead Air More Effective Than Facebook Ads.

That Girl at the Bar? It’s a Humbler Facebook – The Deutsch Blog

That Girl at the Bar? It’s a Humbler Facebook – The Deutsch Blog.

Tragic sans

There is never a good time to use Comic Sans.

Sabotage advertising

Newcastle Brown Ale response ad

Nice piece of tactical advertising from no-nonsense English beer brand, Newcastle Brown Ale, in response to the ‘Chalice’ ad from premium Belgian beer brand Stella Artois.

England 1. Belgium 0.