Thursday, 26 April 2012

Boris gets his marigolds on

The gov London remove graffiti, clean up your city ad is jaw droppingly lacking in insight, it makes me want to run out and buy some spray cans. To paraphrase
''... you know how you tidy up the flat when your mum comes round, well get this. It is not your mum, it's the world and it's not your flat it's London and its the Olympics. Lets clean up London.'

Only problem is you don't tidy up when your mum comes round, you sweep everything under the carpet, hide the recreational drugs and this i suspect is a far better analogy. And couldn't the advertising have used a bit of behavioural economics, we are not talking Jedi mind tricks. Focus on numbers involved, added a competitive edge, some reciprocation, set a target. Not just please do the stuff we can't be bothered to or forgot to cost in when we promised to open London to the world.

Then it starts to unravel in your hands. It is backed by 'P&G' because ... they make lots of cleaning products. Everyone must have been frothing over with excitement in that workshop.

I am still a bit confused by the strategy.

Q. Are we just tidying up the bits mum can see, can we leave a load of rubbish in the lodgers room?

Q. What happens next year, will the London Gov sponsorship pass to Dulux so we can get back to normal?

Q. Has the Eton for London election got anything to do with it?

Wednesday, 18 April 2012

B2B: social isn't the start point

If we asked you what your tv strategy was, you would
understandably look a little perplexed. In fact whatever media we asked you
about you would think it mad to address in isolation. Social media is a vital
part of the media mix. However it is still in essence a communication channel,
albeit a very clever one. One that is flexible, one that allows you to be ultra-
responsive and to cap it all one that is measurable. It should be part of your
customer service strategy, help you reach influencers, support search and many
marketers use it as direct response PR and even sell. You can use it to inform,
engage, entertain, inspire. I am sure you have seen that chart on visits to
slide share.

So if you don’t need a social strategy what do you need? I reckon you need a content
strategy. You have to make yourself vaguely interesting, interesting enough for
the right people to want to talk about you, want to share what you have to say,
want to interact with you. It is less about what you want to say and what your
brand is and isn’t it is about having an opinion, perhaps zigging to
competitors zagging.

About Me

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United Kingdom
Just curious about marketing, psychology, economics, business, irrational behaviour, people, models, communications, advertising, market imperfections, b2b marketing. I work in the marketing communications industry for OgilvyOne.