Viewing posts from the Marketing category

The GoPro generation – Too much, or not enough?

Watching the GoPro production of maniac (and brilliant) base jumper Jeb Corliss crash into the base of table mountain, makes me realise just how the lines between sport and entertainment are truly blurring.

Similar I suppose to the RedBull sponsored Stratos project, which saw millions of people break Youtube in a vein attempt to see Felix fall to earth (you KNOW thats why you all watched really) due largely to shortened attention spans, it appears sport today is becoming more about the moments, than the mastery.

I get it! In fact I endorse and agree with the need to package live sporting content for social media streams as F1 and the NBA are started doing in real time, largely for second and third screen viewing to create relevance amongst new sports fans.

However, and here’s my point, we still need to ensure we create enough hype and awareness around the full game, the stadium experience, the smell of the hot-dog stand and the goose-bumps of a national anthem being sung by 50,000 people or we run the risk of focussing so closely on our timelines, we forget that the actual sport is far larger than the sum of its individual micro-moments.

Simply put, if we aren’t careful, the GoPro generation through its desire to experience life on a timeline could materially change the way sport is actually played, not just consumed.

Makes you think!

Marketing lessons from a wedding

They say you can tell someone’s age by the invites in their in-box.

The hipster twenty-somethings are all gathering at 21’st and Graduation Ceremonies whilst the hip-replacement fifty-somethings are heading off to a plethora of Retirements and Funerals.

This leaves the middle aged of us, (did I just admit that, i sound like my father) gratuitously accepting invites left, right, and centre for baby showers, engagement parties and of course the bastion of middle class civilised gatherings – and ultimate exercise in integrated marketing…the Wedding!

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Cry, the beloved customer

“I see only one hope for our country”…wrote Alan Paton in one of the more famous quotes from Cry, the beloved Country.

To gently paraphrase Paton, “I see only one hope for our country’s retailers”…and frankly it involves a paradigm shift in the way customers are treated.

Whilst I certainly do not subscribe to the dated and largely old-school concept of the customer always being right, I do believe the fact we have bothered to take time, money and energy to enter a retail space deserves more than a begrudging grunt from the bored and uninterested staff.

Being from the broader marketing industry, I read with interest, almost daily, the ongoing debate around the challenge faced by bricks ‘n mortar retailers, again the “unfair” advantage e-tailers have due to simpler infrastructure requirements.

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Top Gear – Lessons from the Stig

We originally posted this in early 2016 when the BBC decided to retain the format of popular TV show Top Gear, knowing the 3 iconic presenters Clarkson, Hammond and May were all departing.

Flooding social media timelines, the mostly negative comments on the first episode its-always-the-children-who-suffer-the-stig-top-gearof “new” Top Gear screened on 1 June obviously have begged direct comparison to the old crew’s styles, patter, similar themed inserts and even highlightd the casual jokey delivery of studio links.

It has little to do with the actual quality of the new team to be fair, and was inevitable given the way in which the entire character of the show  was so closely aligned to the individual personalities of the dear-departed.

Its a bitter lesson in brand building, watching such an iconic, popular and influential programme being dramatically dissed on most platforms.

We wouldn’t be surprised to see the programme disappear all together after its inaugural “new” season this year and hope the BCC do what they should have done to begin with – gather their collective talents together to create something, new and entirely devoid of references to the past programme.

A great pity, and a poorly handled rebirth of a brand that should have been re-invented not ressurected. 

Original Blog Below…

So unless you have been living in the boot of a reasonably priced car, you will pretty much know that the writing is on the test track tyre-wall for the once mighty BBC motoring institution Top Gear.

The edgy, and charismatic Jeremy Clarkson seems to have allowed his legendary ego to get the better of him once too often. and in an altercation around the provision of a hot meal, punched a producer for not doing his job. (The producer WAS Irish, but I’m not sure that alone is reason enough to swing a right hook?)

From the outside, objectively, the BBC are pretty much “damned-if-you-do”, “damned-if-you-dont” in the scenario planning of the future of their biggest selling franchise. At best they have publicly aired their dirty laundry surrounding the real personality of their affable, blokey, everyman presenter who is actually, if reports are to be believed, an ego-manical, celebrity-fuelled tosser. At worst, should they axe the iconic Clarkson, they will no-doubt pretty much succeeded in toppling a mighty franchise and global cash-cow.

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