Re: UKNM: great ad, bad marketing?

[Sam Carrington]

hang on hang on ... hang on ... kiss 100 garage compilations are surely

being advertised to a fairly select market, which certainly doesnt

include me. Breakfast cereal for kids - advertising to another select

market, including parents, and kids with the nag factor. The egroups ad

- which represents an already established and growing online community

was riding on the back of a viral email, and a website which was seen by

literally millions of people all over the world. So tell me again, which

one was the niche product and which was the mass audience?


Alex Dale wrote:

>

> I saw the "I love you" ad during the Big Breakfast, sandwiched between a

new

> Kiss 100 garage compilation and a breakfast cereal for kids. Even though I

> am

> pretty geeky myself, it took me a while to realise what was going on. The

> creatives seems way too inward looking / insider for a mass audience.

>

> Jon Ewing wrote:

>

> > >I agree, Mike. I thought the "I kiss you!" TV ad was hilarious - and

I'm

> > >sure I'm not alone - but for every one of us industry indiders who get

> the

> > >gag, there are a hundred thousand regular users who aren't quite so

> > >obsessed with the web's ubiquitous cultural cross-referencing. There's

a

> > >lot to be said for advertising of the 'it does what it says on the tin'

> > >variety. But then, going by the address of my web site, of course I

would

> > >say that.

> >

> > Jon Ewing

> > http://www.WhatThePapersSay.co.uk

> >

> > >Date: Wed, 14 Jun 2000 12:13:01 +0000

>

> >From: Mike Butcher <mikebcentaur [dot] co [dot] uk>

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

> > >

> > >It's another dotcom ad that looks good but doesn't actually tell you

what

> > >you can do with it, hence confusion. Unlike letsbuyit, IMHO, which

does.



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