Thursday, June 26, 2008

The limitations of marketing

Here's a great little story by a friend of mine. He talks about how he finds an amazingly packaged beer with a great story, that unfortunately can't live up to its own hype.

Great packaging, great advertising, gorgeous design, clever marketing ... these things can only get you so far. They get people to talk about you, they make potential customers become aware you exist, and they can even generate trial. But for a successful BRAND, there must be more than trial. Repetition of purchase is fundamental to business success, and repetition will not happen without a quality product.

In cases like Eric tells in his story, when the quality is largely determined by the nebulous benchmark called "taste" there are numerous examples of brands that defy my thesis. Stella Artois, I am told, consistently wins the award for the worst tasting beer in Europe, and closer to home I am continually astounded by peoples love for a particular market leading brand of espresso (who shall not be named). In these cases "tasting good" is often a euphemism for "what I am used too."

However if we examine an industry such as hotels, you can tell everybody how wonderful you are, but if your front of house service is sub-par, customers won't come back. If a brand of footwear falls to bits, they won't be purchased again. If you are a seeking a repair for a laptop bag, and the retailer makes it hard to get that repair, you'll definitely think twice next time you consider purchasing from the store.

It's because of this that companies need to have a more holistic view of the idea of BRAND. Despite what the design comapnies might tell you "branding" is not your colours, your logo or even your tagline - brand is the totality of a persons experience with you. It's the way you deal with complaints, its the way your answer the phone, it's the music playing in your store, it's the handwritten thank you card that come when they resubscribe to your magazine. These are the types of things that determine repeat customers

Saturday, June 21, 2008

Go Skateboarding Day!

Yip, it's official. Today is Go Skateboarding Day. Even if you haven't been skateboarding since you were 14, c'mon, get out and give it a go ... but you'll probably need to pop down to your local skateshop and pick up a pair of DC's first. (Sorry about the shameless client plug!)

Thursday, June 19, 2008

Quote of the day

"42.7% of statistics are made up on the spot"

Saturday, June 7, 2008

Introducing Onto-it

Onto-it is an Information Communications Technology system for farmers who want to monitor and improve their farm’s performance.

The Onto-it Farm system provides key info about your farm, at your finger tips, whenever you want it, wherever you are. The Whisper Shop have worked with Onto-it to develop a range of corporate videos, designed and built their website, developed their print collateral, created a PR strategy, and if you are popping down the Fieldays next week, check out their stand that we helped design.

Friday, June 6, 2008

Resting a weary head

As any of you who have been following my Twitter posts will have noticed - I've been travelling all week. 

Nothing beats experience for generating word of mouth. Two highlights of my travels this week are worth mentioning.  

1. I stayed at the Scenic Circle Southern Cross in Dunedin. They have a pillow menu. I have a bit of a bad back and neck, so finding a great pillow is always a bonus.

2. Went out for dinner at Plato in Dunedin. Terrible lighting, and tacky interior (although i think they were being ironic) but the food was fantastic and the service was brilliant.

I recommend them both.

Sunday, June 1, 2008

User Generated Content: "Taka Throw Down"

Working with our clients Action Sports Marketing and their leading brand DC Shoes, The Whisper Shop developed a promotional campaign and a public relations package to surround the "Taka Throw Down" a snowboard event at Takapuna Beach on the North Shore.

Only a couple of days later, and it's already evident the way that PR coverage is measured is ever-changing. In addition to traditional coverage such as this piece from TV3, we're measuring user generated content such as the YouTube videos below. Undoubtedly more video and photos will emerge in the coming days.