Admap Magazine
September 2008, Issue 497
Marc Lawn
We are constantly reminded that brands and agencies need to keep evolving to stay ahead of the competition. This nagging anxiety comes from the fact that existing brands can quickly move into new categories, such as Starburst starting with sweets and moving into ice cream, while new brands can seemingly emerge from a couple's spare bedroom or a graduate's garage in a matter of months, such as Facebook.
Faced with these threats, more often than not, brands and agencies alike are looking to make things more complicated. The thinking seems to be that the more complicated a marketing initiative, the more impenetrable it will become to rivals and the greater revenue it will yield.
Furthermore, the temptation is to spread risk across multiple activities in the belief that the more a brand does, the greater the reward. However, doing more doesn't necessarily guarantee a greater return. In fact a blurred vision or approach can actually make things less effective. Many organisations create difficulties for themselves in this way.
In truth, the most effective marketing ideas work best when things are simple. The best schemes align an organisation behind them and perform a clear role within that organisation. Furthermore, the best schemes are clear for consumers to understand, are ones that make life easier for all, and importantly make it easier for consumers to spend.
In addition to making things more complicated, there is often undue focus on developing new products when altering existing products can be more successful. 'Innervention', the art of balancing the desire to innovate new products versus making the best of what you have, deserves greater attention, as there are generally very few really good new ideas out there.
Vauxhall's promotion that ran in the late 1990s where customers could pay 50% at the point of purchase and the rest over two years is a prime example of simple, clear messaging. This promotion resulted in the majority of cars being sold in this way and in turn generated a sales uplift.
The best activity should bring the brand to life, and not be clouded with financial jargon or complicated detail. Mixed messages can prove costly.
Famously in the US, a shopping channel changed the phrase 'call now, our service team are standing by to take your call', to 'if you can't get through at first please keep trying'. This subtle change of language and tone made a huge difference. Calls to the channel increased by 70%. This example just goes to show how straightforward and intelligent language generates results.
When Manchester United Football Club, in the 1990s, started using a variety of colours for its away shirts, the brand suffered a severe downturn, as did the team's away performances. Grey, blue, black and yellow simply did not represent the brand or the club, due to the overwhelmingly positive association of Manchester United and the colour red. The initiative, intended as a money-spinner, backfired and the multi-coloured shirts were later scrapped.
When marketing truly aligns a business and a brand the results can be spectacular. Sony Bravia's acclaimed 'colour like no other' campaigns demonstrate the virtues of simplicity. In an age of time-poor consumers, brands need to cut through the clutter with clear and simple messages.
This year, Walkers has launched its biggest promotion to date, marking its first promotional activity since its successful 'Win an iPod' campaign in 2005. The new Brit Trips on-pack promotion offers consumers the chance to take up one of 14,000 offers on trips to destinations in the UK such as Alton Towers, Madam Tussauds and Butlins.
The digital mechanic requires consumers to register online, where they can enter the on-pack codes and collect points. Amazingly, a total of 32 parties have come together to create the promotion yet, despite the inevitable complexity behind the scenes, to the public the promotion is simple: eat crisps made from great British potatoes and visit great British attractions.
All the public has to do is register online, collect points, choose the reward and redeem the voucher. Lateral thinking has cleverly extended Walkers' use of British potatoes to create a promotional campaign that is simple, effective and one that ties into the brand's over-arching advertising campaign.
The mechanics behind a simple idea may well be complicated, but they should remain out of sight and not be overly disruptive within an organisation.
With reports indicating that growing numbers of UK consumers are using ever-increasing amounts of media at any one time, such as reading a magazine while watching the TV, successful marketing ideas are those that excite, enrich, amuse and shock but, most of all, are ones that are simple.
Marc Lawn is director of retail operations for Dubai World.marclawn@allsearchengines.co.uk
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Providing Shoppers With Brand-Specific Recommendations Differentiates Big Box Electronics Retailers From Mass Merchant Stores During the Big Screen TV
J.D. Power and Associates Reports: Providing Shoppers With Brand-Specific Recommendations Differentiates Big Box Electronics Retailers From Mass Merchant Stores During the Big Screen TV Shopping Proce
WESTLAKE VILLAGE, Calif., March 12 /PRNewswire/
-- Shoppers who visit big box retailers for big screen televisions (sets with screens measuring 40 inches or larger) are more likely to receive recommendations of specific TV brands than
are shoppers at mass merchandise stores, according to the J.D. Power and
Associates and Market Force Information Television Retailer Insights(SM) report.
(Logo: http://www.newscom.com/cgi-bin/prnh/20050527/LAF028LOGO-a)
The report, produced jointly by J.D. Power and Associates and Market Force
Information, compiles the findings of more than 8,000 anonymous mystery
shoppers who shopped at more than 4,500 electronics retailers during 2008. The
mystery shopping research investigates salespersons' product knowledge and the
types of recommendations they make to customers.
The report finds that salespersons at big box retailers (such as Best Buy and
HH Gregg) tend to provide brand-specific recommendations to big screen TV
shoppers much more often than do salespeople at mass merchandisers (such as
Walmart and Target). A wide majority of salespersons in big box retail stores
will recommend a specific TV brand, with an average of 86 percent of
salespeople providing recommendations for LCD-type sets and 77 percent
providing brand recommendations for plasma TVs. However, even when shoppers
specifically request brand recommendations, a high percentage of salespersons
at mass merchant stores fail to provide any type of brand-specific
recommendation to shoppers. Among salespersons at mass merchandise stores, 51
percent declined to recommend a specific brand of plasma TV and 22 percent
declined to provide a brand recommendation for an LCD set.
Among salespersons who provide shoppers with brand recommendations for LCD
televisions, 37 percent recommend Samsung, while 30 percent recommend Sony.
Among salespersons who provide brand recommendations for plasma TVs, 36 percent
recommend Panasonic sets.
"Manufacturers and retailers can both benefit from increasing employee
training to make their salespersons more knowledgeable about the features and
benefits of each brand, which, in turn, will make sales staff better able to
address the needs and questions of shoppers--ultimately leading to a more
satisfying shopping experience," said Lawrence Wu, senior director of the
technology practice at J.D. Power and Associates. "The fact that many
salespersons fail to provide any brand recommendations to big screen TV
shoppers represents an opportunity for manufacturers to increase their brand recognition."
The report also finds that recommendations of plasma display sets by
salespersons increased considerably between the first and fourth quarters of
2008. During the first three months of 2008, approximately 17 percent of
salespersons recommended plasma big screen televisions to shoppers. This
increased to 26 percent between October and December 2008.
"During the past year, there has been a considerable increase in the
frequency of salespeople articulating key advantages of plasma TVs, including
smooth motion of fast-moving objects, better color and deeper blacks,"
said Wu.
The report finds that sales staff at big box retailers are far more likely to
inform big screen television shoppers of services the store offers--such as
delivery and installation--as well as other competitive advantages. For
example, nearly 60 percent of salespersons at big box retailers mention that
the store offers television installation services. In contrast, 45 percent of
television salespersons at mass merchants do not mention to shoppers any extra
services or advantages of making a purchase at their store.
The top five reasons for purchasing a big screen TV at a big box store, as
mentioned by salespersons, are installation services, financing, special sale
pricing, price matching and delivery. Although salespersons at mass merchants
mention advantages of purchasing at their stores infrequently, when advantages
are mentioned they tend to center around low prices, flexible return policies
and low sales pressure.
"Although low prices are important to shoppers, the importance of good
customer service cannot be overlooked, particularly in the current economic
environment," said Karl Maier, chief executive officer of Market Force.
"While mass merchant chains often have a reputation for having the lowest
prices, shoppers who are looking to receive the greatest value for their money
may turn to big box retailers, where they can also receive delivery,
installation and financing services as well as price-matching guarantees."
About Market Force Information
Market Force Information Inc. is the leading global customer experience
information and insights company for multi-location businesses including major
retailers, restaurants, grocery and convenience stores, financial institutions,
entertainment studios and consumer packaged goods companies. With more than 120
years of combined industry experience, Market Force Information has pioneered
the industry with a suite of customer experience information solutions - from
300,000 field associates, to real customer surveys, to proprietary decision
support tools - that provides a holistic view of the customer's on-site
experience and identifies the actions required at the store level to increase
customer loyalty and improve financial performance. For more information,
please visit: http://www.marketforce.com/.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a
global marketing information services company operating in key business sectors
including market research, forecasting, performance improvement, Web
intelligence and customer satisfaction. The company's quality and satisfaction
measurements are based on responses from millions of consumers annually. For
more information on car reviews and ratings, car insurance,
health insurance, cell phone ratings, and more, please visit
JDPower.com. J.D. Power and Associates is a business unit of The
McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global
information services provider meeting worldwide needs in the financial
services, education and business information markets through leading brands
such as Standard & Poor's, McGraw-Hill Education, BusinessWeek and
J.D. Power and Associates. The Corporation has more than 280 offices in 40
countries. Sales in 2008 were $6.4 billion. Additional information is available
at http://www.mcgraw-hill.com/.
Media Relations Contacts:
John Tews; J.D. Power and Associates; Troy, Mich.; (248) 312-4119; media.relations@jdpa.com
Rushton McGarr; Market Force Information; Boulder, Colo., (303) 402-6916; press@marketforce.com
WESTLAKE VILLAGE, Calif., March 12 /PRNewswire/
-- Shoppers who visit big box retailers for big screen televisions (sets with screens measuring 40 inches or larger) are more likely to receive recommendations of specific TV brands than
are shoppers at mass merchandise stores, according to the J.D. Power and
Associates and Market Force Information Television Retailer Insights(SM) report.
(Logo: http://www.newscom.com/cgi-bin/prnh/20050527/LAF028LOGO-a)
The report, produced jointly by J.D. Power and Associates and Market Force
Information, compiles the findings of more than 8,000 anonymous mystery
shoppers who shopped at more than 4,500 electronics retailers during 2008. The
mystery shopping research investigates salespersons' product knowledge and the
types of recommendations they make to customers.
The report finds that salespersons at big box retailers (such as Best Buy and
HH Gregg) tend to provide brand-specific recommendations to big screen TV
shoppers much more often than do salespeople at mass merchandisers (such as
Walmart and Target). A wide majority of salespersons in big box retail stores
will recommend a specific TV brand, with an average of 86 percent of
salespeople providing recommendations for LCD-type sets and 77 percent
providing brand recommendations for plasma TVs. However, even when shoppers
specifically request brand recommendations, a high percentage of salespersons
at mass merchant stores fail to provide any type of brand-specific
recommendation to shoppers. Among salespersons at mass merchandise stores, 51
percent declined to recommend a specific brand of plasma TV and 22 percent
declined to provide a brand recommendation for an LCD set.
Among salespersons who provide shoppers with brand recommendations for LCD
televisions, 37 percent recommend Samsung, while 30 percent recommend Sony.
Among salespersons who provide brand recommendations for plasma TVs, 36 percent
recommend Panasonic sets.
"Manufacturers and retailers can both benefit from increasing employee
training to make their salespersons more knowledgeable about the features and
benefits of each brand, which, in turn, will make sales staff better able to
address the needs and questions of shoppers--ultimately leading to a more
satisfying shopping experience," said Lawrence Wu, senior director of the
technology practice at J.D. Power and Associates. "The fact that many
salespersons fail to provide any brand recommendations to big screen TV
shoppers represents an opportunity for manufacturers to increase their brand recognition."
The report also finds that recommendations of plasma display sets by
salespersons increased considerably between the first and fourth quarters of
2008. During the first three months of 2008, approximately 17 percent of
salespersons recommended plasma big screen televisions to shoppers. This
increased to 26 percent between October and December 2008.
"During the past year, there has been a considerable increase in the
frequency of salespeople articulating key advantages of plasma TVs, including
smooth motion of fast-moving objects, better color and deeper blacks,"
said Wu.
The report finds that sales staff at big box retailers are far more likely to
inform big screen television shoppers of services the store offers--such as
delivery and installation--as well as other competitive advantages. For
example, nearly 60 percent of salespersons at big box retailers mention that
the store offers television installation services. In contrast, 45 percent of
television salespersons at mass merchants do not mention to shoppers any extra
services or advantages of making a purchase at their store.
The top five reasons for purchasing a big screen TV at a big box store, as
mentioned by salespersons, are installation services, financing, special sale
pricing, price matching and delivery. Although salespersons at mass merchants
mention advantages of purchasing at their stores infrequently, when advantages
are mentioned they tend to center around low prices, flexible return policies
and low sales pressure.
"Although low prices are important to shoppers, the importance of good
customer service cannot be overlooked, particularly in the current economic
environment," said Karl Maier, chief executive officer of Market Force.
"While mass merchant chains often have a reputation for having the lowest
prices, shoppers who are looking to receive the greatest value for their money
may turn to big box retailers, where they can also receive delivery,
installation and financing services as well as price-matching guarantees."
About Market Force Information
Market Force Information Inc. is the leading global customer experience
information and insights company for multi-location businesses including major
retailers, restaurants, grocery and convenience stores, financial institutions,
entertainment studios and consumer packaged goods companies. With more than 120
years of combined industry experience, Market Force Information has pioneered
the industry with a suite of customer experience information solutions - from
300,000 field associates, to real customer surveys, to proprietary decision
support tools - that provides a holistic view of the customer's on-site
experience and identifies the actions required at the store level to increase
customer loyalty and improve financial performance. For more information,
please visit: http://www.marketforce.com/.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a
global marketing information services company operating in key business sectors
including market research, forecasting, performance improvement, Web
intelligence and customer satisfaction. The company's quality and satisfaction
measurements are based on responses from millions of consumers annually. For
more information on car reviews and ratings, car insurance,
health insurance, cell phone ratings, and more, please visit
JDPower.com. J.D. Power and Associates is a business unit of The
McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global
information services provider meeting worldwide needs in the financial
services, education and business information markets through leading brands
such as Standard & Poor's, McGraw-Hill Education, BusinessWeek and
J.D. Power and Associates. The Corporation has more than 280 offices in 40
countries. Sales in 2008 were $6.4 billion. Additional information is available
at http://www.mcgraw-hill.com/.
Media Relations Contacts:
John Tews; J.D. Power and Associates; Troy, Mich.; (248) 312-4119; media.relations@jdpa.com
Rushton McGarr; Market Force Information; Boulder, Colo., (303) 402-6916; press@marketforce.com
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