August 31st, 2010
With the the launch of the third part of the history of Aleksandr Orlov’s family (The Streets of Ambitiousness ) comes the rumour that there may be a full-length movie in due course.
While Churchill’s nodding dog has been on tour and has even ’starred’ in Christmas pantomime last year and at Pontin’s this summer, a whole film of ‘oh yes’ would probably be too much!
Where agency VCCP have been so clever with the Meerkat marketing is that they have created a complete ‘back story’ for Aleksandr and his family so harnessing our sympathy for the struggles of his ancestors and further engaging with us.
In the ‘Battle of Fearlessness’ advert (part two of the triology) there are great lines such as ‘its only a fur wound’ which make everyone laugh.
Like Wallace & Gromit , a film ‘(The Adventures of Aleksandr Orlov’? ) would be popular with all ages regardless of background.
Could Aleksandr be that rare being – a brand concept that started as an advert but becomes an entity independent of Comparethe market.com?
Now that would be subliminal advertising! Simples!
Posted in PR, branding, design, management, retail | No Comments »
February 28th, 2009
Listening to a recent Radio 4 Today programme interview with Geoff Cooper CEO of Wickes (and the Travis Perkins Group) it appeared that company was well-placed to ride out the current recession.
He was later quoted as saying ” We took early action in 2008 to deal with the increasingly tough trading environment and have set our business ready to manage continuing difficult market conditions in 2009. We have already taken decisive action, and stand ready to take further steps if necessary.” (Source www.diyweek.net)
However, on the radio he added that high staff turnover was a feature of their business and appeared to view it favourably as a way of managing staff costs.
It made me think. Usually businesses want to keep their staff since recuiting and training new employees is costly in both temporal and financial resources.
Making working conditions as appealing as possible in order to retain staff has always been a ‘given’ in management terms.
So could the current market conditions be leading to a new model in which companies welcome staff departures as a way of controlling costs?
This may look appealing to the accountants but has big ramifications for Customer Relationship Management!
It is no co-incidence that John Lewis is performing well in difficult market conditions. Their staff actually know something about the products they are selling – unlike the average salesperson in Wickes or B&Q.
Staff knowledge as a Key Performance or Profit Indicator? Why not!
I know in which store I prefer to buy my everyday DIY products!
Travis Perkins underperforms but Tile Giant sales up
Posted in CRM, management, marketing, profits, public relations, sales | 1 Comment »
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