I just got done flipping through fashion “look” book produced by a local traditional media outlet. In my opinion, the tabloid is filled with mediocre photography, mediocre image advertising and absolutely no education, information or explanation as to what I’m looking at, what or where to wear the “looks” or how much said looks might cost me at the various stores. In short, the entire tabloid lured dozens of premium retailers into spending their hard-earned marketing dollars to advertise. I bet they said something like, “if you advertise, I’ll guarantee that your competition won’t be allowed to advertise” or “you have to be in this issue because your competition will all be there.” Then, each business fell into rank and file… paid their money and submitted to the “look” that a traditional media publisher suggested for their ads. So, they all look the same, no one stands out, there is NO message or value to the publication, and the only one smiling is the media outlet because they cashed out.
Now, that’s just my perception and opinion. But I just wonder what would happen if a great retail shop broke status quo and did something different…valuable…memorable with their advertising? Or what if a few retailers weren’t scared to be left out of the popularity contests that media run – and instead made decisions based on data and smart strategy?
What have you done lately that was truly different, valuable or memorable? What have you done lately that was based on data and/or smart strategy? We want to hear your story!
Photo credit: stevendepolo
Marianna:
You guys are truly “prophets” of the time in marketing for our area (and perhaps small business in general). I very much value your work. This is a smart and stinging piece. Thanks for your boldness!
Elizabeth
I don’t know about “prophets” but sometimes the truth has to be said… hopefully in love.
Keep up the good work over at MyScoop – we love what y’all are doing, too!