Alex Woodruff Biz Buzz

Don’t be a girly. Buy me.
On my last visit to the UK, I was pleased to see an English brand reversing its positioning and using a trick that sometimes cuts through the competition more effectively than saying who you ARE targetted at.
This chocolate is NOT for women.
Another reason this ploy works - it immediately [...]

Me, thick?
German electronics giant Media Markt has been plugging its stores for years with the challenging slogan “Ich bin doch nicht blöd”, which I’ll translate loosely as “I’m not thick you know”.
The tag line is now used from Berlin to Barcelona, as you can see from the Spanish ad on the right (by the [...]

Catch up competitors if you can.
Here is a wonderful example of cobranding.
Develey, Bavarian producer of sauces, mustard and condiments and supplier of ketchup to McDonalds in Germany, has a growing presence in supermarkets. McDonald’s has none. Develey has the technical and product know-how. McDonald’s as a franchise has, more-or-less, none.
But Develey really doesn’t have [...]

The AIDA process for planning marketing is a useful aid, but it has one major failing: it stops after stimulating action - what about aspects of post-purchase behaviour? Customer relationship management (CRM)? Customer lifetime value (CLV)? Managing complaints? Post-sale service and support? And in automotive markets: aftersales management?
Well, that’s why modern techniques of caring for [...]

It’s rare for me to be so enthusiastic about a website that I feel like giving it free publicity, but this site really does deserve praise: http://de.statista.org/statistik/info/
In recent years more and more free information has been going online. Companies seem keen to ride the trend, using RSS to publicise themselves in the age of online [...]

I’m used to seeing manufacturers play to current events to capture people’s interest - as they did in Germany during the 2006 World cup (click here to see what the Germans did in the supermarkets). But you don’t often see them completely redesigning the logo to capture the public’s imagination. Not unless they have such [...]

Grabbing attention at the point of sale (PoS) can be crucial in some markets. Especially highly competitive ones, where the first place the customer encounters you is not in the media - as you’d hoped - but standing on shelf, next to all your competitors just before the purchase decision is made.
In such instances, [...]

Nice. Nice pun. Nice point. I like it.

Explanation for non-speakers of German: “Miet” means hire
For another neat word play, see here.

One slip-up could wreck your image.
What seems like a harmless sign in a UK supermarket is actually the result of weeks of anguish for the company, especially in the marketing department.
You’d have thought that legal issues are not so central to marketing.
Think again. As you’ll have read about in the Economic/Legal section of the [...]

One sure-fire way to capture interest is to hijack it from somewhere else. This falls into an area of advertising where you do a spoof or pastiche of an established campaign or concept. If you do it well your audience will smile and go with you. And Interest very quickly becomes Desire. If you do [...]