RE: UKNM: great ad, bad marketing?

[Sarah Clelland]

>What about the radio ads for haburi.com.  They have a clear message about

what they

sell - designer clothes - but they seem to assume that everyone can spell

haburi 

- or find it on a search engine without knowing how to spell it.<


They have also run some print ads which I suppose are meant to

back up the radio ads and communicate the spelling, but I agree

that the wisdom of running radio ads when your audience isn't that 

familiar with your name or its spelling is questionable.


This kind of thing is more of a flaw in an advertising campaign

strategy and you encounter flaws everywhere and all the time - it

certainly isn't unique to dotcoms. My favourite ads at the moment 

are the 'Irritating Eyes?' posters I keep seeing at Tube stations 

and on trains. A clever and funny idea. What's it for? Eye drops 

presumably. Who's it for? No idea at all - the brand name is way, 

way too small for you to read easily (and if your eyes are troubling 

you enough for you to need the product you've got no chance.)


The big disappointment with dotcom advertising is that (as Tim H 

pointed out) experience and common sense seem to have been completely 

thrown out of the window, leading to campaigns which are seriously

misguided, not just slightly flawed. And ok, new media ventures need 

room to make mistakes, we're learning as we go along, etc etc - if I 

worked for Breathe and someone put a poster in front of me featuring a 

collie with a very long tongue, my first question should surely be the 

same as it is for any other product/service - does this communicate our 

message to our audience? And the answer would be: no - my audience does 

not at this stage have the awareness to a) know if they should be 

interested in the product behind the ad and b) be compelled to react to 

it by visiting the site.


I think that basically means that I, er, don't think the Breathe ads will 

work.


Sarah Clelland

www.snowvalley.com


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

From: John Enser [

JXEolswang [dot] com (mailto:JXEolswang [dot] com)

]

Sent: 15 June 2000 16:46

To:

uk-netmarketingchinwag [dot] com

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



What about the radio ads for haburi.com.  They have a clear message about

what they

sell - designer clothes - but they seem to assume that everyone can spell

haburi 

- or find it on a search engine without knowing how to spell it.


John

www.olswang.com


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

From: Mike Butcher <

mikebcentaur [dot] co [dot] uk

> 

Sent: 14 June 2000 12:13

To:

mikebcentaur [dot] co [dot] uk

;

uk-netmarketingchinwag [dot] com

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.


>What do people think of the smart groups ad featuring that Turkish "I love

>you"

>bloke?

>

>Alex



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