Exhibitionism is in and if you don’t believe me check out the net. – myspace.com; facebook.com. flickr.com etc. All, what we in the business call, UGC – that’s adspeak for User Generated Content. In my day you kept your snapshots in a scrap book and pics of ‘me’ doing stupid things were totally banned from sight.
Market research is one of the marketing terms that gets thrown into the mix along with activities such as product development, branding, promotions and advertising, etc. But I would just like to stress the importance of marketing research and how it makes up an integral part of a wholistic marketing plan.
As a marketing strategist, my biggest fear is sending a client away with a 100+ page marketing document that will only sit on their shelf and gather dust. Many businesses see marketing as something that happens off to the side of their business – something they do with a spare couple of hundred dollars. So the challenge is set – how do you get businesses actively thinking about their marketing?
When I was just a kid – yes my memory is still that good – my Grandmother was something of a jigsaw expert. In fact I think she may have graduated with at least a ‘Masters’ in the subject. She could put a jigsaw together in no time and she had a system. On one of the many rainy days in the North West of England she would carefully tutor me in the gentle art of creating pictures from a 10,000 piece puzzle. She may have been well into the autumn of her life but she was one mean hombre when it came to attacking this age old entertainment package.
It was a regular Monday morning at Jack in the box. We had just finished our weekly team breakfast and were getting down to business in the boardroom. Up for discussion, a new client in need of some serious promotion. The creative department were on track with the new brand and the strategic department were working hard on the promotional plan, but then the media plan reared its ugly head. It was soon discovered that two consecutive 40 cm x 2 column ads had been booked in the local paper without consulting the creatives. The great debate was on. What should come first? The creative or the media.