Category Archives: Action


A simple tease

A vineyard in Switzerland was the last place I expected to come across a QR code. I’ve been negative about their overuse in the past and the unrealistic expectations advertisers have regarding response rates, so, before most marketing execs give up on QRs forever, maybe it’s time for me to praise a good example. The grapes on the vine were … Continue reading


Direct response advertising – Part 1

For years marketing execs have been trying to get the audience to react to ads – ideally immediately. If only they could find the right tools to get the last part of AIDA going through an advertising campaign – Action. Take TV. You could put a telephone number in a TV ad for people to ring… but sitting in front … Continue reading


Prompting kids’ memory

In the summer I saw this excellent example of conative marketing (the Action part of AIDA) that instantly reminded me of a previous promotion by a toy manufacturer in doctors’ waiting rooms. The panel has flip-over cards with pictures of the Ravensburger amusement park near Lake Constance. It was fitted in the lounge on a Lake Constance ferry. It’s a … Continue reading


Ambush in South Africa

While the world’s eyes were on South Africa for the World Cup, Bavaria beer from Holland (who’ve already featured on this blog for “spoofing” the classic Heineken ad) pulled off one of the highest profile examples of ambush marketing I’ve ever seen. The official sponsor, Budweiser, were clearly not amused. FIFA neither. But Bavaria raised its profile dramatically, not just … Continue reading


Quit smoking

This example of conative marketing – ie, A for Action, caught my eye a couple of years ago. You see a cigarette on the pavement, pick it up, but then find it contains a message on how to quit smoking. It’s simple and effective. What really hits home though is the way it reaches out to the specific target group. … Continue reading

Aimed at 110,000 soles.

Guerilla marketing – not in our little town

My eye was caught recently by an item in a specialist marketing and advertising magazine about guerilla marketing. An ad agency in the relatively small German town of Eschweiler had obviously been briefed to create as much hype as possible for the opening of a new Tamaris shoe shop. The publicity stunt they came up with – designed not only … Continue reading

Try me kids, buy me parents.

Training kids to pester parents

The conative part of the AIDA process involves motivating people to buy. With some buying processes it’s hard work convincing people they’re about to invest their money in a good buy. So what you do is place the product right in front of them. In fact in some markets they may not have met the product before, so you can … Continue reading

Try me. Break me...

Buy me buy me. Try me try me. Oops.

The Action part of AIDA is important when it comes to finally getting someone to do something (ie, buy). One approach is to let people try the product for themselves. Like test driving a car (by which time advertising for awareness and gaining interest should be under the bridge). This product tried precisely that tack. Test. Stretch. And somebody did … Continue reading


Summer activity

In a market where a loyal customer counts as someone who buys your product 4 times a year (washing powders), it’s always difficult to keep people interested. Let’s face it: nobody spends their whole day thinking about washing powder. Especially in the summer, lots of Mums and Dads are on holiday or away, out and about in the evenings and … Continue reading


Same product, same market

In the top left-hand corner of the Ansoff matrix you are encouraged to achieve business growth by sticking with the same products and sticking with the same market or customer. Easier said than done. But loyalty promotions and below-the-line activity that encourage customers to use more are one way of doing this. Here’s a good example. Ocean Spray, advertising in … Continue reading

Catching kids unaware

Point of sale action

Being the leading brand in your sector – with the highest awareness and plenty of interest and desire from your target market – isn’t everything. You still need something to stimulate customers to buy. Action. Haribo does this by using pester power. Kids have so much influence over parents that all you need is a little trigger and before you … Continue reading