Make Marketing History

The views of a marketing deviant.

Monday, March 26, 2007

Toilet Training.

A report about the potential collapse of the London sewer system, yields a great metaphor for all that is wrong with marketers' short-term focus and which proves, once and for all, that customer satisfaction is not just about touch points.

You also notice the toilet paper. Is that not meant to dissolve? “It should do, but we hate Double Velvet,” said Mr Smith. “Or those new wet-wipe things. You might as well put a sleeping bag down.”

Just as everything ends up in the sewers, everything now ends up in caches and the public knowledge so, more than ever, the long-term impact must be considered.

Bonus blog: a Manhattan family spending a year minimising their long-term impact.


Blogger Ron Elizondo said...

Hey John, another way to compare this possible 'catastrophe' in London's sewer system is the noise and saturation levels that audiences are reaching today. Repetition has, for long, been taught as a means to getting a message through; however, with so many brands and so many products repeating hundreds if not thousands of times their messages, people are getting fed up with all this information; most of which they didn't ask for.

I wonder if we will see a certain backlash, or information "heart-attack" when consumers are so full of marketing information that they won't take it anymore.

Ron E.

12:41 PM, March 26, 2007  
Blogger john dodds said...


I think it already has. The future will be about information pulled by the consumer and not pushed by the producer.

3:29 PM, March 26, 2007  

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