How to win customers or exasperate people
It’s no secret that some companies will stoop to very cheesy marketing tactics to win customers.
And it’s surprising how generic the tactics can be. Advertising trade journal Campaign has published a list of top clichés employed on TV, featuring adverts with bathrooms that sparkle, fathers who are constantly outwitted by their kids and nasty, inconsiderate bank managers who couldn’t care less about their customers.
But the direct tactics used by suppliers to attract buyers are often no better. One construction products firm sent a parcel to prospective customers containing a hard hat and lingerie to advertise the launch of a new range at Stringfellows nightclub.
So, what are the cheesiest methods you’ve ever seen suppliers use to attract your custom?
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I wouldn’t normally think I could speak on behalf of all buyers, but let’s say I would safely assume we can all cope with getting diaries and calendars with supplier names and logos plastered across them. Do they really expect most buyers to wander into meetings with other stakeholders waving around a product with a named supplier/ bidder on it? But tacky isn’t really “cheesy”, is it? I think the only truly cheesy “thing” from a supplier would be my heart shaped stress ball, that has several punctures it from nasty phone calls now…on the plus side, I had a happy year with a very nicely coloured and styled extra tall latte mug with a supplier’s name very discretely featured in a way that didn’t disturb my increased caffeine intake (I didn’t use it in meetings or leave it visible around to those passing by my desk…).
On the basis of their TV advertisements, I am delighted not to have dealings at work with debt “consolidation” companies, but I will likely soon be working with car manufacturers and distributors for toilet cleaning/ scenting products (oh look, let’s put a light in our airfreshers and watch them fly off the shelves, etc), and may need to quietly discuss the pain that their marketing divisions have inflicted upon the general public and issue a “gentle warning.”
How has anyone at commercial food stores dealt with a particular cat food manufacturer after that bizarrely smutty “furry alarm clock” line?
I feel so much happier for taking the time to have this rant – thanks Supply Management!
(PS) I would like to recommend a Charlie Brooker article (and then a long list of comments relating to it) for The Guardian (11/06/07) for anyone that really needs to get their feelings on the TV advertisement issue off their chests. It’s still on their website.
We got a Mr Potato Head through the post once. I think the idea was we’d be sent parts for him over a number of weeks. I really can’t remember who sent it in though. I’d like to think it was one of the potato suppliers, but that may just be wishful thinking.
We also got a bedlam cube from a supplier. After my boss failed to put it back together, he emptied it onto my desk, and went home leaving me with the instruction to have it assembled and on his desk by the first thing in the morning. He was amazed when I did. (You’ve got to love internet search engines.)
I can honestly say that I’ve never been sent lingerie though.