Archive for the ‘not so good marketing’ Category

Is this a mall or a trauma center?

Marketing to kids has always been a slippery slope but this one feels like a vertical cliff.  Recently McDonald’s received a lot of negative press for placing subtle advertising on report cards.  And in the face of the childhood obesity epidemic Ronald will now only be promoting healthy snacks such as apple slices and milk.  But this one makes me wonder.

Abercrombie & Fitch has thrown about 10 million dollars to gain exposure, naming rights, and probably more at a new emergency department and trauma center at the Columbus Children’s Hospital in Ohio.  I understand that the company once known for shotguns and waterfowl hunting gear is based there.  I also get that they may see this as their own unique way to give back in a non-offensive way to the kids (and more importantly the parents) that they target.  But where will this lead?

Let’s say your child has a broken arm and is bed ridden in this facility.  Are they provided with A&F designer hospital gowns invariably headed for collectible status?  Coupons in the take home packs.  A&F branded casts?  How about in-room advertising on TV?  Fashion show tours complete with blaring music in the lobby?  Talk about a captive audience.  What does a brand expect (or deserve) for its 10 million dollars?

In my opinion A&F has gone a bit too far with this one.  Grant it there will be an enormous amount of PR generated both positive and certainly negative.  But this is a long-term commitment that contractually has multiple strings attached.  The brand will continually try and push the envelope on this sponsorship deal and while the kids may think it’s cool to be seen in this branded trauma ward - the parents may see it as an annoying intervention of a brand in the wrong place.

A&F would have been better off to set aside their money to help pay for underprivileged kids in this hospital.  Just feels better for everyone involved.

YOUniversal Branding Anyone?

I throw out a cautionary note as I watch the YOUniversal branding wave crest.  And take it from a surfer like myself.  Waves are fun to ride but eventually break and dribble up on the beach only to be followed by another one.  But enough saltwater metaphors.  YOUniversal branding, a name I believe coined by trendwatching, a snippet of which is below:

“At the core of all consumer trends is the new consumer, who creates his or her own playground, own comfort zone, own universe. It’s the ‘empowered’ and ‘better informed’ and ’switched on’ consumer combined into something profound, something we’ve dubbed MASTER OF THE YOUNIVERSE. At the core is control: psychologists don’t agree on much, except for the belief that human beings want to be in charge of their own destiny. Or at least have the illusion of being in charge.

And all of this is well and good and I totally get the whole consumer generated content wave and the empowered consumer or prosumer.  What I don’t get is when  large brands, which should have the resources to know (and do) better take the easy and lazy way out, try and communicate universally (in a generic way) to this new segment of one.

ATT welcomes me to my world delivered.

Not sure what they’re delivering just to me, other than a new bland, I mean brand camapign. 

McDonald’s tells me that “I’m lovin’ it”.  Love is a pretty strong emotion.  Not sure I would connect it to their fast food dining experience. 

 To quote Mike Roberts, president of McDonald’s USA:

“Our 13,500 U.S. restaurants are uniting behind this new brand message and energy. We are focused on bringing the i’m lovin’ it theme to life not only in our advertising but also for every customer who visits our restaurants. This world-class marketing strategy is the latest element of our overall plan to continue revitalizing McDonald’s for our customers through compelling food choices, great service and restaurant operations, motivating value and exciting new restaurant decors.” 

In contrast,  Apple the king of customization has built a global brand franchise around the “I” prefix.  Start with brilliant, yet simple design and devices that come to the consumer all alike (except for colors perhaps).  Then each product quickly becomes a blank canvas evolving into a unique portrait of that consumer reflected in their preferences in skins, play lists, and ring tones not to mention a pletheora of cosmetic accouterments. 

Now I’m lovin’ that.  A much better approach to a unique customer experience.  If you’re a brand don’t tell me what you’re going to do for me.  I’ll be the judge of that.  And brands, watch your use of pronouns.  Have a conversation with your consumers don’t just talk to them.

Brands littering the hi-ways with messaging

A recent post in the NY times really bothered me.  It seems that brands are now paying big money (up to $800 a month) to consumers to fully wrap their vehicles in branded messaging.  OK, is this the new out of home (billboards) tactic?  When I see a branded vehicle I assume that the driver works for the company, or somehow connected to the brand or a branded event.  I often size up the driver and make some quick assumptions about the brand, its service, and personality.  This seems very unauthentic.  These drivers don’t embrace the brand personality, merely their monthly stipend for renting space.  What happens when the driver cuts me off in traffic or heaven forbid is involved in an accident? 

I guess this is some sick form of bribery marketing but I have to question the believability and authenticity of the brands who have entered this new space.  Any consumers tricked into thinking these people can carry on an intelligent converstaion  about the brand may be in for a surprise.  And over time the brands may be in for a bigger surprise.  I get the the strategy of awareness building through frequency of message within the communities the brand is targeting, but this just seems like a tactic desperately looking for a strategy.  What’s next, selling space on our bodies?  Oh I forgot, that’s already been done. 

Now having said that, there are some cool applications of this new medium of skinvertising, particularly now with the athletes of the world.  Check it out.  At least in this case you’re paying to have a brand badge affixed to your body (albeit temporary), and not the other way around.