Re: UKNM: great ad, bad marketing?

[Richard Longhurst]

The Lycos ad is pretty straightforward in a what-does-it-do kind of way. Man

needs

underpants. Man searches for 'underpants' on Internet. Dog fetches

underpants.

Fantastic -- until you actually do a search for 'underpants' on Lycos and

and find

that, when it comes to buying underpants online, the results are (ahem)

pants.


Richard

--

Richard Longhurst - 2020Shops - http://www.2020shops.com/

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rlonghurst2020shops [dot] com

----- Original Message -----

From: "Dan Calladine" <

dcalladinemediaaudits [dot] com

>

To: <

uk-netmarketingmail [dot] chinwag [dot] com

>

Cc: <

alexlondon [dot] virgin [dot] net

>

Sent: Wednesday, June 14, 2000 2:12 PM

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



> 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



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