Category Sales promotion

Incredulous: Advertising you’re not likely to see again

Have you ever noticed how people above a certian age tend to continue doing that thing that the rest of us gave up long ago: forarding jokes and curiorisities via email to their entire address book? The rest of us tend to take to ‘opt-in’ social networks for that sort of thing.

I mention it because the pictures that follow were forwarded to me by just such a gentleman. They’re old adverts that, let’s just say, you’re not likely to see again. How apt that the chap who sent them to me is old enough to remember some of them when they first appeared.

Inapt? Printed marketing collateral in a digital age

The Wall Street Journal is carrying a story today called Marketers Still Prefer a Paper Trail about how, despite the obvious environmental impact, 62% of retail marketers said their biggest revenue generator is catalogues.

Admitedly, the B2B space that I work in is very different when it comes to promotional activities than the world of retailing but I was still amazed at some of the numbers in the article. For instance, did you know that more than 17 billion catalogues were mailed in the U.S. last year, that’s about 56 for every American?

Now, in contrast to the retailing model described in the article, I’ve always worked in a high-tech, B2B environment. As such, I regularly argue that we should be shunning printed sales collateral in favour of electronic versions. And I’d love to tell you that that was because of deeply held environmental concerns but the truth is

Involving: Ask your customers to tell their own stories like Ford

619000-miles-and-counting-on-a-f-2563When I started this blog, I wrote about how I think good marketing has to be interactive, how you have to get your customers to feel like they are involved in your brand. Well, that’s one of the things the marketers at Ford are doing very well with their The Ford Story site. In particular, they are giving their customers the opportunity to tell their stories.

The gentleman in the photo is Dick F. Now, Dick has covered 619,000 miles in his Ford Mustang and is still going strong. “I’ve owned my 1971 Ford Mustang since it was brand new. I now have 619,484 miles on the car. Every mile and every drop of fuel has been logged. Very close to original” he says “I’ve done all of the maintenance and repairs, including engine rebuilding. I think it might make it another 300,000 or 400,000 miles, which would make it 1,000,000 miles total. We’ve always been a Ford family, and I think Ford makes the best cars.”

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“My name’s Andrew and I’m in marketing.”

From large networking events to small dinner parties, I’ve uttered that line more times than I care to remember. It’s normally met with a smile and a swift transition to another topic.