It was not an earth shattering thought, but it was something that really resonated with me based on various discussions and strategic issues I am working on at work at present..
I was listening to one of the podcasts I enjoy on the way to work (Marketing Online Live) and one of the presenters commented:
ADVERTISING CHANGES ATTITUDES, AND PROMOTION CHANGES BEHAVIOUR
I liked this thought as it also helped to make it very simple in just a short sound byte what marketers should be thinking when working on the role of various media and activities. People when approaching "integrated communications" or "360 degree communication" are all too often focusing, in my view, on having a consistent look and feel than on the role and objective and what action should happen as a result. I am battling on, for example, the role of Point of Sale in store. Is it to just reinforce the equity, reinforce the key message in the TV ad or to drive an action (get people to come in-store, try me etc). I sometimes think I am the mad one as people look at me like I am loopy when I start off on my view.
So the comment in the podcast made me realise I was not the only on in the mad house!
What do you think? leave a comment on the blog or email me at gary@bembridge.co.uk
To visit Marketing Online Live: http://www.marketingonlinelive.com
1 comment:
I got this comment/ query to the posting (if anyone ahs the answer let us know!):
I'd be interested to know if we hold any data on file about the impact of different types of POS instore?
If I take some of those flash arse skincare units for example that have snazzy signs and tester pots etc the presos always say 'Sales increased by 150%' etc but I'm always cynical about how much of that is due to increased range and shelf space, and control over competitor ranging vs the actual shopper saying 'You know what the presentation of this re-iterates that I can really look ten years younger'
At the opposite end of the scale, we all love ticking the box to say we've put up wobblers communication the latest brand claim but do we really know or understand if this has any INFLUENCE on the shopper's purchase apart from possible drawing their eye to that part of the shelf. Hell, a shelf tray made of lime green plastic with no message would do the same thing.
What in your experience has been the most effective form of POS as far as growing sales, which after all what we're all here to do.
Cheers
Stew
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