A long weekend gave me a chance to do some retail therapy, and while exploring some wonderful local retail experiences, something made me think. How important is a price tag or label as a marketing tool? Well unfortunately, it seems they aren’t very important at all. I rarely saw a branded tag, many were hand written on a plain sticker or label, or generated out of one of those standard price-tag machines. The majority were far from impressive.
‘You’ve just won a million dollars! Just send us your credit card details and we’ll send you your winnings!’ This text message was just sent to my phone. Between curses at how these people get my details, I delete it. The sad reality is that these fraudulent competitions and promotions are on the rise, and as a result so is regulation. If you haven’t the right paperwork or licences in place for your competition, you could run into serious trouble. But when does a competition actually require approval?
Before the web 2.0 era, honest consumer reviews and opinions were often hard to obtain. They would be whispered to friends and family, but word of mouth circulated largely out of the business owner’s view. Today, the customer review circulates so freely on the web, it’s amazing to think how public opinion has become.
Promotional products are yet another tool from the many you can choose to market your organisation. They can range anywhere from the crass to the clever, and just about anything in the world can have a brand stamped on it. But do they really add anything to your marketing message? Can they create results? Can they build brand awareness?
No doubt you’ve all heard Tony and I (and just about every marketer out there) bang on about the importance of research when it comes to designing your marketing campaigns. Finally, just when we thought all was lost, someone was listening! We and the team at The Box have been given the go ahead by Pro Busselton to carry out a large survey to profile the ‘Visitor to Busselton’. I can’t applaud Pro Busselton enough for the initiative and foresight in commissioning such invaluable research.
With the online space as unregulated as it is, it’s becoming increasingly difficult for businesses to truly know whether they are safe from IP infringements. In particular, social media, key words, sponsored links and the like are introducing new IP threats every day. Thankfully, however, a recent Australian IP battle has set a new precedent which prevents trademarks being used as Google AdWords.
Buying media is not easy. And, it is not made any easier by the lack of official measurement, or the knowledge that the little measurement that is in place has some pretty big holes. A media buy is as much about gut feel and applying your own experience than examining data.