Posts in category: Marketing

Reduce options, increase sales

More choice is not always a good thing because it can overwhelm your customers and discourage them from making a decision. If you offer a large range of product choices, especially if some of those choices are not immediately differentiated from each other; help...

Attraction marketing

Attraction marketing is not mass advertising. You can’t magically attract the masses. Unless you are talking sex, sport or gossip maybe. The conventional advertising measure of “number of eyeballs” has trained multiple generations of decision makers/buyers into...
Gamification

Gamification

“Gamification is the use of game play mechanics for non-game applications (also known as “funware”), particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications.” Wikipedia Below are two notable points I...

Booty-call marketing

Because businesses fail to think things through the longer-term, they often expect marketing to fix fundamental things. Marketing is often comes last in the process, after manufacturing has already begun, service workers hired, and stock piled up ready to go…...

Is playing movies to demo laptops unethical?

It seems that all electronic retailers these days use movies to showcase their laptops. Movies are an easy way to attract attention, and also potentially hide many potential flaws in the display – flaws that would directly affect the use of these machines for work...

When is marketing irresponsible?

Marketing is irresponsible when it perpetuates simplistic myths that perpetuates ignorance and causes damage to customers in the long run. Apple and its fans have long spouted how the MacOS operating system is totally safe. How it’s all automated. How users won’t need...
A case of say but not quite do?

A case of say but not quite do?

I walked past this bill board in downtown Perth recently. It belonged to a credit union and featured the tagline “Bank with us & we’ll put you first.” My immediate thought as I took the picture was: If they were serious about putting me first, shouldn’t they put...
Mercure email user-centric communications fail

Mercure email user-centric communications fail

A recent email announcing the Mercure hotel group’s new website was a perfect how-not-to-do-it example of unconsidered, unthinking and self-centred communication design. I present the Before with my immediate responses (as a customer): Note I have cropped away some...

What’s in it for me?

I received another email the other day requesting that I mention and link to their website. I almost dismissed it as spam, like the many I get requesting link exchanges with their oh-so-complementary shoes/garment/vitamins discount sites. But this one was different....

I think I will stop buying design books

Most of the featured and celebrated work in web design books seems to be of a particular type. Flipping through a few at a bookshop recently: All the cool sites are image-intensive, Flash intensive, and generally text/functionality light – aside from the...

Why ads are rude

Traditional advertising is rude because it is based on interrupting the recipient. STOP WHAT YOU ARE DOING AND LISTEN TO WHAT I HAVE TO SAY TO YOU NOW!!!!! STOP WHAT YOU ARE WATCHING AND LOOK AT MY MESSAGE!!!! Just like telemarketing. STOP PLANNING THAT FUNERAL I HAVE...

Unboringfying brands (doing social media)

Most businesses and brands are boring. Doing social media is really an attempt at unboringfication. Most businesses have spent most of their time not developing a rich, deep, authentic and approachable personality. Let alone one that behaves congruently with clearly...

I hate dislike Apple but still I talk about them

It is interesting how Apple’s brand has become synonymous with the personality of Steve Jobs. Like it or hate it, this makes Apple as a brand very rich and real. It is also interesting how it is often in times of difficulty that the true beliefs and values of a...

Crappy trend in TV documentaries

There seems to be a trend for documentary channels like Discovery, National Geographic and History to focus on “sensationalist” shows these days. I am referring to the seemingly endless parade of shows about war (human wars, animal wars…), weaponry, fighting/combat...
Boo to perception management

Boo to perception management

“Why change the world when all you need to change people’s perception?” — Claudia Bing, a PR magnate character in Absolutely Fabulous. The older I get, the less concerned I am about trying to “manage” other people’s perception. These days I am more...

Marketing still fail

Marketing managers have now more or less learnt the topical key words – emotional engagement, authenticity, engaging in conversations… But the doing of marketing is still essentially flawed – because marketing is still treated as a standalone function at the end of a...

Cool Lego ad

Great ad / image selling imagination. Pity the actual toy being sold was rather more prescriptive than I would have liked to see. Stumbled upon on...
US = fast food

US = fast food

So this fast food bonanza at the Shanghai World Expo is the American contribution to a better life writ large(!) writ global? Is this rather telling of the power and profit-myopia of conventional business practice? Despite the mandate not being to make money (at least...

Mass media and Internet advertising

Mass media (TV, radio) was set up primarily to enable the mass marketing of mass produced, mass branded good to the public. The entertainment content came second. Consequently, we have been trained to expect the content for free, as long as we put up with the...
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