I read an interesting case study recently on a company involving their customers in their marketing. You’re probably thinking – ‘so what, that’s nothing new’. But I thought this approach was really innovative, and one retailers of all sizes could adapt and use in their own way.
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
In a triumph of the regal and the pompous, monarchists [with a small ‘m’] have rebelled at the new advertising campaign by South Australian brewer ‘Coopers’. The fun concept with a tag line that says ‘Forget the monarchy, support the publicans’, has outraged the Australian Monarchist League’s National Chairman, Phillip Benwell. His complaint is with the phrase “Forget the monarchy” and the regal supporters didn’t miss when they complained to the Advertising Standards Bureau and the Electoral Commission.
In a triumph of the regal and the pompous, monarchists [with a small ‘m’] have rebelled at the new advertising campaign by South Australian brewer ‘Coopers’. The fun concept with a tag line that says ‘Forget the monarchy, support the publicans’, has outraged the Australian Monarchist League’s National Chairman, Phillip Benwell. His complaint is with the phrase “Forget the monarchy” and the regal supporters didn’t miss when they complained to the Advertising Standards Bureau and the Electoral Commission.
I read an article on the weekend that really irked me. It wasn’t the content of the article that shocked me (though it should have – it was regarding the sexualisation of girls), or the massive generalisations it espoused (to the tune of practically blaming feminism for the rise in violent female behaviours), it was that the article almost entirely rode on the back of a tired, unsubstantiated cliché – advertising is to blame for practically all of society’s ills.
Earlier this week I was discussing the advantages and disadvantages of actively and passively sending out email campaigns to customers/clients. Perhaps I need to go back a few steps to explain…
In email marketing, there are two golden rules which help to keep the industry in check, and to stop it from descending into the realm of SPAM marketing. The two governing rules are –
1. All recipients of email campaigns must give their permission to the sender to receive campaigns
2. All email campaigns are required to have an unsubscribe function…that works!
With these rules in place, there is a clear distinction between what is considered SPAM and what we would call Permission Based Marketing.
Each month I’m going to do a Gruen Transfer approach to marketing – looking at a particular category and how they market it, and where they go wrong. This month, I’ve decided I’ll kick off with the electrical goods category. I’m talking about some of the biggest advertisers in Australia – Harvey Norman, Retravision, Good Guys, Rick Hart etc. In my opinion, they all seem to be missing the mark.
In the last few months I have been invited to at least 10 different types of product parties. By these I mean Tupperware Parties, Nutrimetics Parties etc. The standard party-plan sales model. It got me thinking; has the day of party-plan marketing been resurrected?