Re: UKNM: great ad, bad marketing?

[Dan Calladine]

I think that the ad falls into the same trap as the Breathe one, in the the

agency haven't realised that it's a new brand that they're trying to sell..


The ad only mentions Smart Groups at the end, so it's very easy to miss what

is being advertised, let alone understand the service that is being offered,

why you should use it, and how they differ from anyone else.


Whenever you're launching something new it's quite a good idea to focus on

what the brand actually does, rather than try to create a mood.  When Sunny

Delight launched, they showed exactly what the product was, and how people

enjoyed it.


The only Dot-Com that's currently really doing this is Ask Jeeves, whose ads

demonstrate (twice) someone using a search engine.  Oh, and Let's Buy it,

although their ad is less straightforward.


Dan


> Date: Wed, 14 Jun 2000 09:14:36 +0100

>

From: Alex Dale <alexlondon [dot] virgin [dot] net>

> Subject: Re: UKNM: great ad, bad marketing?

>

> What do people think of the smart groups ad featuring that Turkish "I love

> you"

> bloke?

>

> Alex



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