Tuesday September 1, 2009

Be specific, not generic.

If you talk to a national advertiser they will tell you that the reason they do national campaigns is that they want a national brand. Unfortunately we don’t believe that’s the case.

The reason they do it is because they are too lazy to do what's right. Using one generic message across greatly diverse markets is not effective. Using messages specific for each area of the country is.

The same can be said of successful marketing in the UK’s public transport industry. It is possible to have a hugely successful transport brand without having generic advertising.

All around the UK cultures are different; tastes are different, buying habits are different and people are different. To be specific in your message and reap the rewards, you can take influence from local sport; people, language, food etc. People are proud of where they live so don't be afraid to use it to your advantage.

Advertising can never be too specific, but can be (and normally is) too generic. So be specific, it's the best route to truly effective advertising.

Not convinced being specific can be effective? Check out the little story below from our friends across the pond.

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Being specific works for Pepsi

According to The New York Times, the Canadian province of Quebec is one of the only places in the developed world where Pepsi dominates Coke.

Pepsi's share is about 30%, Coke's about 12%.

For the past 25 years, Pepsi has created advertising specifically for the province of Quebec. It has not used French language advertising from elsewhere or French language adaptations of its English language Canadian advertising.

Coincidence? You decide.

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Top 10 marketing blunders - no. 2

Every month we look at the top 10 most brilliant marketing screw-ups. This month Coors.

Coors decided to put their slogan "Turn It Loose",  into Spanish where its translation was read as "Suffer From Diarrhoea".

Reports differ on whether Coors used the phrase suéltalo con Coors (literally, "let it go loose with Coors") or suéltate con Coors (literally, "set yourself free with Coors").

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