Make Marketing History

The views of a marketing deviant.

Friday, May 30, 2014

Tone Of What?

I'm a great admirer of the recent Lurpak advertising. Perhaps that's why I scrutinise it  more closely than the usual dross. Thus it was that I noticed a jarring mix of language in this poster.

On the one hand you have  the portentous "Venture Forth, on the other the more than mundane "Cooking Liquid".  You can debate whether either is the appropriate tone of voice with which to address the customer, but the dissonance is striking.

For me, the product name is the weak link. Redolent of brake fluid, it's functional naming taken a step too far - all the more so as it's meant to be an innovation. In light of the excellence of the other executions,  I'm probably being over-fussy, but a lot of lip-service is paid to consistency of voice and it's particularly obvious when you see it in print.

Thursday, May 29, 2014

Does Marketing By Numbers Mean Reversion To The Bland?

The entertainment industry creates short-lived products that often generate intense customer passions. As such, it's a terrific source of case-studies for marketers. Forget FMCG, this is the world of VFMCG.

Unfortunately,  it intermittantly dabbles with  FMCG practices such as reducing its output to product rather than "art".  Some years ago, this took the form of hiring traditional consumer goods' marketers  who, while they added some much-needed rigour,  neither understood the market nor the output.

It's arguable that this is re-emerging in the movie business. This article from The Atlantic suggests that

Studios were better at making great movies when they were worse at figuring out what we wanted to see.

The problem, of course,  is that marketing by numbers can all too easily focus on the consistency of the product rather than the excellence of the user experience. So, while it's valid to point out that

it turns out there are a lot of people who are fine with fine
it's also clear that a lot of people are not. If they were, they'd be buying more than four tickets a year and the US box-office might not be stagnating. It's a fascinating article for anyone interested in movies, but the parallels with all industries should not be lost on any marketer/differentiator.