Deconstructing Marketing Part 1.

Irrelevant use of sultry women will beguile your prospect.

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Button Fly?

As an habituee of achingly hip Shoreditch, I am clearly meant to notice and understand this consciously clever piece of marketing.




But is it really worth it? Isn't this just pandering to the theory of influentials on a postcode basis?

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Change Happens.

You get a letter from your health club announcing they've changed their membership rules and enclosing a new multi-paged rule booklet. You immediately wonder what that means, but you'd have to investigate to find out. You probably don't bother, but a residual doubt remains.

If they had simply sent a list of the changes they had made (in the form of the relevant before and after paragraphs), there would be no suspicion that they were trying to sneak something past you.

Change happens. Change is unnerving. It's also a great opportunity to build trust.

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12 Reasons Why Products Outweigh Promotion.

Needs

Products address what customers wants - if they don't, they die.
Promotion tries, too often, to dictate what customers need.

Discovery

Products are discovered by customers and that builds "ownership".
Promotion, in targetting customers, too often removes that potential.

Experience

Products are as much the experience of using them as what they do.
Promotion can only suggest or hype what that experience is like.

Passion

Products engender passion via tangible results and intangible satisfaction.
Promotion simply cannot do that.

Sales

Products generate repeat sales because of all of the above.
Promotion can, at best, amplify feedback.

Rationale

Products are what customers want.
Promotion is what retailers want.


None of this is to suggest that promotion is futile or indeed that you can't successfully promote a bad product in the short-run. Far from it. But promotion works best when it has something worthwhile to promote, because that very fact imbues the efforts with credence and enables the marketer to believe what they're saying.

To achieve that, you have to start by focussing on the creation of the product/service. Do so and you will find that the marketing themes will emerge almost naturally and will be more authentic and effective because of that. Fail to do so and you will find that nobody's paying attention.

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Cheerful Bottom?

Now that's what I call advertising. But does anybody look at banners - other than people in the business (like Kaylen who sent me this).

Bonus link: the website is very welcoming. Or do I mean unnerving?

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Direct Marketing.

A reminder that the obvious can be very effective.

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Yell.com - The Illiterate Directory.

I know I'm being pedantic, but it should be Marcus's not Marcus' and for a directory to repeat this error throughout their ad is shocking. As is the ad by the way. But given that they're presumably selling themselves as purveyors of accurate information, why didn't they choose a posh name that didn't end in S and avoid the issue completely?

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