I flew with Thomsons today for the first time. I fly a lot in my job, mostly short flights to other European cities, as a result I get to see lots of safety videos and safety demonstrations. Normally I doze off through these, I certainly don’t give them my full attention. Today’s video was different. I listened all the way through to everything that was said. The reason…. They had children playing the part of the stewardesses. The message was exactly the same but it was delivered differently, and that made it interesting. There is an excellent lesson to us all. If you want to deliver a message and you want to make it stand out, deliver it differently.
Have you seen any other examples of where a standard message has been delivered in a different way to make it stand out. Maybe you have done this in your line of work.
When you are making a decision about whether to work with a marketing company you want to be sure that they can do what they say they can do. Often the evidence for that can be seen in how they operate and how they present themselves.
I have been forwarded the same email twice this week. The email was addressed to our HR Manager and also to our quality Manager. In that email the company were offering to get us cheap advertising on the Daily Mail website.
I visited this company’s web site and it looks impressive. Some people may be suckered in. They have a section on their site called “Contextual targetng” In this section they say -
“Contextual targeting is a form of advertising whereby adverts are ‘in context’ with the editorial environment”
Now, I would suggest that if this company had done their research they would know that an ad for our products would not be in the right context if it was placed on the Daily Mail Website. We are a B2B company and we target our products at a narrow group of engineering companies.
The other major fail is that they sent these emails to the wrong people. None of my colleagues in marketing, or me as the Marketing Manager have received an email. Do they really think an HR Manager or a Quality Manager will make decisions on ad placements or are they just playing the numbers game and hoping that eventually they will get to a decision maker.
I for one will not be working with this company. Would you?
In years gone by I used to manage a service centre. At that time I wanted to get our branding on to the service engineers cars. There was fierce resistance as the engineers saw the cars as a perk of the job and a status symbol. There was no way they were going to have our logo on their cars. I backed down and did not pursue it any more.
Here I am, 20 years later. A runner who spends a lot of money on the right running shoes. There is one particular brand that is advertised quite heavily in running mags and on-line. I have had a couple of pairs of their shoes and they are alright. When I used to see their ads my feelings were positive.
I was driving down the M27 a couple of weeks ago. I’m in the outside lane overtaking a steady stream of traffic. A big grey BMW came up behind me and started to behave aggressively and dangerously. At the first opportunity I moved over and let him past. Emblazoned across the back of his car was a logo and website address for this particular sportswear manufacture.
Now whenever I see one of their ads I don’t have the same positive thoughts. The first image that comes to mind is a grey BMW filling my rear view mirror. I wonder how long it will take for that image to be forgotten and for me to start having positive thoughts about that brand again.
I am glad now that I backed down 20 years ago. I am older and wiser and realise that not all branding is good branding
I have been out of the PR business for a while. I changed jobs in May 2011. I went from working in a marketing communications agency to working for a large engineering company as a regional Marketing Manager. It has been a hectic 10 months trying to get to grips with what my job is (it’s changing all the time as I re-define and refine it), sorting out my department – which spans two locations in two different countries, and putting together the processes as we move to providing a fully integrated marketing service to our Product Managers and business development Managers. This has all meant I have not been as closely involved with the communications side (although lots of internal communications) as I would have wished. This will start to change and I plan to blog about some of the challenges I face as we progress.