Marketing Musings Archives - On Fire Marketing
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Marketing Musings

Well, it’s that time of year again… John Lewis are about to fire the Christmas starting gun with their festive advert. It’s now such an annual event that this year has seen ‘teasers’ featuring a dog watching a child jump on furniture with the hashtag #bouncebounce. There are already thousands of hours’ worth of blogs and opinion pages on why John Lewis’ ads are so successful, but there’s something else to consider. Their seasonal campaign avoids retail, purchasing and consumerism; instead it feels like a video mood board of heartfelt positivity, tied to a stripped-down piano track to stir up the fuzzy feelings. The most unfortunate side-effect of these ads has been… the imitators. The key to John Lewis’ success is side-stepping vulgar ‘Buy It Now!’ messages and connecting with abstract festive positivity. The problem is that in doing something well, others...

It’s that time of year again! Despite strawberries at Wimbledon, the Euros and the odd smattering of barbecue-suitable sunshine, something inconceivable is about to happen. Whether you’re about to get an email asking you to confirm your attendance at the Christmas Party or you notice that Channel 5 is inexplicably showing Home Alone or It’s A Wonderful Life, the first hint of Christmas is about to turn up. While for most of us, it’s about as welcome as the proverbial flatulence in an elevator, what’s odd is that people get quite excited about the mention of the Christmas party and Channel 5 gets good viewing figures for Christmas movies. The people who love Christmas this much are generally viewed with suspicion and irritation to the rest of us, but at this pretend festive period, spare a thought for the marketers. The build-up...

Using your own social media is pretty much simplicity itself. We all know how to use each different social network; Facebook is for general updates for everyone from your grandmother to your high school sweetheart, Twitter is for current events and general arguing, Instagram is for food/drinks/pets/bragging and LinkedIn is for… well, nobody’s fully sure, but Microsoft just paid loads of money for it. Running your own social media presence is absolutely fine, but to this day many businesses – especially small businesses – don’t quite grasp that using social media as a brand is not only a little more complex, but a totally different ball game. There still persists a viewpoint that a company profile can be used in exactly the same way that a personal account can. Company social media updates aren’t just representing the views or opinions of one...

If you’ve seen the news recently, you’ve probably noticed a bit of a backlash on a Government update to teachers instructing them on best practice for teaching young children how to use exclamation marks. In principle, many people support the idea, imagining that it would do something to curb the perceived ‘interminable internet speak’ of the younger generation, who use sentences such as “OMG! Totes just bought bagels!!!” and other such drivel. The main problem is, however, that the advice from Government was completely wrong! In short, teachers were told that pupils should only be marked as ‘correct’ if the exclamation mark is used in a clause that begins ‘how’ or ‘what’. The general response from teachers was “What a load of insert colourful swearword!” – at least allowing them to mark their own derisive comments as correct using the relevant punctuation. Teachers...