Make Marketing History

The views of a marketing deviant.

Tuesday, January 01, 2008

Joined Up Marketing.

Holidays over, so let's get back up to speed with a pop quiz.

A letter arrives from a major national electrical goods retailer in response to my customer service query. It explains that

It is not always possible for the store to be aware of each of the television advertisements that we display. However, they can quickly check with our marketing department in order to establish this information for (you)

Can you spot the mistake?

8 Comments:

Blogger Angus said...

That you wrote to a store rather than head office?

11:01 PM, January 01, 2008  
Anonymous Tompat said...

Not really a pop quiz is it ? You only got one comment.

2:43 AM, January 02, 2008  
Blogger john dodds said...

You know me better than that - I never write to stores and this response came from head office after I had contacted the chief executive. Clearly you're still fuzzy-headed from all your festivities I see Angus.

2:44 AM, January 02, 2008  
Blogger john dodds said...

Quality not quantity Tom. Oh right I see your point....

4:28 AM, January 02, 2008  
Blogger Steve Cater said...

and did they do this for you?
what was the conclusion?

6:31 AM, January 02, 2008  
Anonymous Tom' said...

A comment I left seems to have fallen off...is the mistake the fact that it's not about pop music, it's about electrical devices, and therefore can't be a pop quiz ?

Or the fact that you have a word rather oddly straight - jacketed in brackets at the end ?

Or the fact that a store can't be 'aware' of anything as it's only a store ?

Or the fact that you don't display a TV ad; you 'broadcast' it ?

There's no colon after 'It explains that'.[

Or fullstop after the italicised paragraph.

Or is it something about how youtalk to your customers, and the divide that youmight have in yoyur organisation (ie between marketing, head office, customer services, branch store etc) - and that this should be seamless to the customer ? ie. WHY is it not possible for the store to know abotu the TV ads ? From the customers' perspective it's all the same thing - it might as well be the man in the store ON TV IN the ad.

Is it any of those things John ?

6:40 AM, January 02, 2008  
Blogger john dodds said...

Slow day at the office Tom? All your comments are well made but it is the last one that is the correct answer.

If they run an ad campaign, then the customer perceives it as being the voice of the company and when they enter a store they/I get/got a different voice from the human incarnation of the company.
Hence my query.

And the management of the company seemed to think this was an OK state of affairs.

And to answer Steve's question - yes they did it for me -- and the conclusion was the letter I got that was based around this astounding statement (along with the usual apology and we'll copy this to the store manager). In other words, they didn't get it.

2:53 PM, January 02, 2008  
Anonymous Tom> said...

As I'm sure you know - some companies (ie. that Halifax company for one) have actually made a thing of using ordinary people from stores IN their adverts.

It shouldn't be too hard for head office to sit everyione in their stores down every few weeks and say : 'here is the new advert' either, should it ?

Wankers. When I worked at Gateway it was different, I tell you.

Write in.

You wouldn't get that behaviour at Seabrookes.

1:27 AM, January 03, 2008  

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