Tag Archives: Ads

The promotion that kicked the supermarket in the 50p’s

On Tuesday a colleague shared with me this Sainsbury’s internal poster asking staff to encourage customers to spend a further 50p per visit. So what? It’s no different to what any marketing department would consider, ‘how do we increase customer spend?’

What was unfortunate was that the ad meant for a staff room or back office ended up in a prime position in the shop’s front window. With the insatiable thirst of twitter for such mishap snacks, the poster may have only been up for a few seconds, but it’s now public for all eternity.

The only saving grace with social media is that no sooner is it posted, than the feeders move on. That is unless you have a canny, nimble and mischievous competitor who wants to squeeze a bit more fun/pain from it. So by Wednesday the same colleague had sent me this new ad from LiDL who have managed to poke fun and demonstrate their integrity credentials in one execution.

which are you

Every touch point reaffirms or destroys brand value that the business has invested in. Whilst LiDL’s ascends, Sainsbury’s declines.

To compete, you have to be quick and make the most of any opportunity. Obviously if you are shackled by regulation, such as the financial services sector, being this light of foot may be a challenge. But it’s a salient lesson to all marketers of how to get it wrong (by not managing the activation all the way through to conclusion) and how to get it wonderfully right (by being alert to what going on around you as well as within the business).

But the question is which of these situations do you associate with? Do you think your own company is more likely to faux pas or to capitalise on someone else’s mistake?

I’m sure we’d all like to think we’d be the LiDL on this one, but are a few of you probably thinking, ‘we are probably more likely to drop a ‘Sainsbury’s’ than activate a LiDL’. Something to ponder on.

If you are not sure, perhaps it’s time to review the effectiveness of your marketing resources and make sure they are all working towards the business objectives, set-up to exploit the potential of where your markets are heading and the experiences your customers will be making purchase and relationship decision based upon.

Should you be interested let me know, we help brands ensure their marketing resources are effectively organised and deployed.

Posted by Christopher Brooks

Lexden is a Customer Strategy Agency | We put customers at the heart of the marketing decision 

We work with brands to attract and retain happy customers | We achieve this by helping them to understand what makes their customers tick, building memorable customer experience strategies and creating engaging customer value propositions.

If you like what you’ve read please sign-up to our monthly ‘Putting Customers First’ newsletter. Or for further information contact christopherbrooks@lexdengroup.com or call us on M: +44 (0) 7968 316548. You can also follow us on LinkedIn, Facebook or Twitter or read case client studies at at www.lexdengroup.com 

 

 

 

 

 

 

 

 

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The Best of a Marketer’s Diary (March 2012)

Since May last year I have been capturing ads which have made an impression on me and tried to explain why. I look around all the time for marketing messages (it’s part of my job) and attempt to choose one each day which really stands out, to me. At times, the pickings are pretty lean. But on occasions true gems emerge. Each month I publish the previous month’s highlights.

In March I have found a mixed bag. The deluge of disappointing Olympic executions continue to underwhelm. Fortunately, there are some really smart media placements and clever emotionally engaging ads out there at present to restore the quality balance.

In the ‘oh my goodness, did they really do that’ bracket we find soft toy incentives in exchange for credit card take up and José Mourinho’s brand continues to be butchered by an asset management company. 

But at the other end of the quality scale, the following are at the top of my crop:

Best alternative pricing message – Marks & Spencer

This isn’t just pricing. This is M&S pricing.

Who else can pull this off? They are bundling product and selling it cheap and yet we still look at it as a ‘Saturday indulgence’. With many brands looking to move away from fruitless pricing strategies, this is a prime example of how to do it without compromising the brand.

Best use of a celebrity asset – Vitamin Water / Jessie J

So let’s get this straight, it’s not about the price tag. Jesse J is hot sponsorship property at the moment and she doesn’t mind playing the game. From tights to flavoured water, she’s helping brands get some bang for their marketing buck. With her music on teenagers ipods, her face all over the billboards and personality arriving on BBC prime time she’s a short cut for what’s hot for the mainstream late thirty somethings. Vitamin Water have done more with the property than most linking the Olympics tie up of P&G with a party and a specially designed bottle. Not quite brand activation in the league of B&Q (our current favourite in this space), but a country mile more sophisticated than slapping Jose’s face on your ad and calling your asset management business ‘the other special one’ (sadly a true story).

Best innovative use of a conventional media – Sky Atlantic/ MadMen

This is as much for the 60s ads that ran in the first episode ad breaks as for the posters. Such an impression have Stirling, Draper and the gang made on us that we need only a straight shot of a character to start drooling over the anticipated new Mad Men series. Bit too much of a sepia wash for my liking on these – it’s as if we were going back to the 40s rather than rushing from the 50s into the 60s (but given it’s Mad Men, they are forgiven of course).

And the significant PR coverage from this stunt hasn’t escaped my notice either. With one commentator perfectly stating how the ad break can often ‘rip’ the viewer from the mood and atmosphere created by a period show back to the present. But not on this occasion, the ads respect the show!

April 2011 will be the last monthly post before the Best in Marketing Communications 2011/2012 grand final. Until then, I hope you enjoy these March highlights. For the full March selection visit the flickr page http://www.flickr.com/photos/66864671@N00/

Posted by Christopher Brooks.

Lexden is a marketing strategy agency which achieves cut-through propositions for our clients. To do this we look beyond the familar towards the unordinary. 

To find out more about what we do and if that might be of interest to you please visit our website lexdengroup.com

Or contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123. 

Best of ‘A Marketers Diary’ (September 2011)

Each day we are bombarded by thousands of advertising messages. But just how many of them do we actually consume? We decided to collect just one example of a communication every day and explain why it had caught our attention. Here are September 2011’s offerings for your consideration taken from ‘A Marketers Diary 2011-2012’.

BEST COPYWRITING

Tuesday 6th September 2011 – Extra chewing gum

The copy is exquisite. You can hear Ben’s voice when you read it. Yes, it’s that authentic. They’ve really understood the proposition and creatively dramatised it. Lovely ad and a great ambassador in Ben who is seen as Farm stock turned adventurer rather than reality TV star come good(what was the name of that island on BBC’s Castaway again?). Visit http://www.worthchewingover.com to read the copy in full. There are also other executions.

MOST TIMELY MEDIA

Saturday 17th September 2011 – Wickes

In my market town, you don’t often see much transport media. So when this drove by early Saturday as I walked across town I noticed it. And do you know what – the very next day I found myself in Wickes looking for a storage unit – coincidence?

By the way Wickes is not a place you will find small storage units.

BEST PRODUCTION OF A TV AD

Sun 18th September 2011 – Virgin Airlines

I love the production values and humour in this Bond inspired ad. In fact, I say shhh at home when it comes on. I don’t think I say that for any other TV ad. Just great. And of course it makes me feel that Virgin is a cooler airline for me to consider. Image links to video of ad.

From ‘The MarComms Diary 2011-2012’. http://bit.ly/tOZ48B

Posted by Christopher Brooks, Director Lexden.

Lexden is a marketing strategy agency which creates unordinary propositions which motivate customers and deliver commercial advantage for brands. To discuss how our approach can help you with your burning platforms, contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123, M: +44 (0)7968 316548. And you can follow us on Twitter @consultingchris.

What would your media footprint look like?

I decided back in May to start a diary. Not one that recorded my innermost thoughts or my hopes and fears. But something a lot more visual than that. The diary is a recording of the marketing communications that had the most impact on me that day. And because of what I do, I travel a fair amount and so have been able to capture a really wide selection of images.

I am using the images to create a broader study of what messages, brands and media appeal. And then, by correlating that impact on my behaviour and attitude towards them, try to understand why they appeal. It’s not scientific but, as someone who is responsible for helping clients develop marketing strategies and build brands and value propositions, being ‘alaways on’ comes with territory. However, I have now been approached to publish the diary when it’s complete and consider how to develop it in to a robust tracking study, so that’s cool.

It’s been running just for nearly six months so I thought I’d take a look at which images have been attracting attention. The overall stats say views increase daily as you’d hope. But when I looked at the individual image stats, it shows that one image has had a whopping 1,486 views!! This is the NatWest ad below.

Why? Who’s looking, or rather, stalking this ad?

There are other NatWest ads, as well as RBS comms which have caught my attention, but the level of interest in this one surprised me. As part of the year diary review I hope to be able to figure out what’s happening here.

In addition to this I have had some other big hitters. Here are the top 5 so far: Lucozade @ 201, Barclays Bank bike scheme @ 67, Halifax @ 50, TalkTalk @ 39 and Red Bull @ 38.

I’ve also had an ad where I managed to crop out the logo of the brand. Ronel Schoeman from www.mawdatasolutions.co.uk applied some cool image searching software to track down the missing brand which turned out to be Marc Jacobs. Thanks Ronni.

It’s probably too soon to be choosing favourites, or pointing out which media reaches me effectively, but there are trends emerging. I seem to be a fan of the unordinary: opera singers at Liverpool Street station for Macmillan Nurses, Renova the coloured toilet roll company using toilet doors to promote their range in Lisbon and Dior’s use of multi screen at Edinburgh airport.

Nearly 6 months later I can still recall these ads with ease and vivid colour. And as I look at the collection, I can also remember how I felt at the time-powerful stuff when it comes to comms. After all, that’s what it’s about.

Please do take a look at the full diary http://www.flickr.com/photos/66864671@N00/sets/72157626556021873/.

I would appreciate any comments. And if your brand is here, let me know whether you think I’ve consumed what was expected of me, or if you feel I’ve given it a rough time.

I’ll leave you with my top 3 memories from the first half of the diary.

Lexden is a marketing strategy agency which creates unordinary propositions to motivate customers and deliver commercial advantage for brands. For more information on how we can help you contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on  T: +44 (0)20 7490 9123. And you can follow us on Twitter @consultingchris.