‘Technology is impersonal.’ This is a fairly commonly held view. Others believe that technology has provided the means to allow people to communicate more freely and more often, therefore making technology extremely personal. Marketers are constantly trying to make their marketing appear sincere and personal, so does technology help them to achieve this, or does it in fact make their message seem automated and unconsidered? Read More
Print marketing is being stripped back. Online publications and adverts are becoming the norm, we can’t escape them. And this is the world in which, as Sucharita Mulpuru-Kodali, retail analyst at Forrester Research points out:
‘As a lot of other marketers cut back on print marketing, there’s an opportunity to stand out more. It’s not perceived as clutter…’. Read More
Waitrose’s campaign this year doesn’t focus on a specific Mother’s Day gift. Instead, they seem to be suddenly keen on ‘experiential’ marketing, planting a flower in Kew gardens for every #Thanksmum message shared with them. Because all your mother wants this year is to have your intimate moments included in the social media conversation. Still, it’s a nice, thoughtful idea involving flora & fauna – well done Waitrose.
Boots is also focusing on giving thanks for mothers & their existence. However, they’ve done all the leg work for us and rounded up an adorable group of child actors to thank their hypothetical mothers with thoughtful gift items such as hair dryers and anti-ageing creams. Thanks kids.
This year’s real winners have to be Paperchase, who have not only managed to stereotype Mothers with an exuberance of glitter & pink card, but also, mankind. They follow ‘a day in the lives of’ three suitably Neanderthal males, who in adeptly push around some PritStick and scrawl their names on handmade Mother’s Day cards, demonstrating that the one thing that they can really thank their Mothers for, was their obvious failure to help them in progressing past the motor skills of a toddler.
So when your mother receives a virtual offering of thanks/flower planted in a garden other than hers, vaguely insulting beauty product and/or illegible card this year, she will be able to think, in awe, of the wonderful power of the advertising industry. Happy Mother’s Day!
The most innovative adverts in the world don’t necessarily translate into sales. Brand building is incredibly important and there have been many recent success stories where new communication channels have allowed brands to communicate their message in an interesting way to their customers. However, while customers opinion of a brand is obviously vital, what is more vital, is that they translate that good opinion into a purchase.
A recent article in marketing week highlights how influential in sales it is to talk face-to-face with a customer about a product. Indeed, it reports that TGI figures show 41 per cent of shoppers who see a demonstration of a product go on to buy it from the store. Read More
International Women’s Day can easily be interpreted by brands as a day where they should attempt to appeal and market themselves to- women.
However, the brands which fully engage with the event and create a truly succesful strategy shouldn’t just be looking at traditionally female-centred advertising. Instead, they need to understand that a huge part of the gender inequality within the UK today is the lack of social and media encouragement of both men & women, in pursuing work & leisure goals not stereotypically associated with their gender. Read More