The recession saw the rise of sub-lux products and the coming of age of Lidl and other budget supermarkets. As we tentatively enter a phase of economic growth, are we going to see Lidl try and edge a bit further up the value chain? Their very M&S-esque Christmas ad suggests the answer is ‘yes’.
Who wants to be acquired?
Companies are increasingly sophisticated with their direct marketing. Personalised letters and emails arrive, the contents of which are often tailored based on some sort of segmentation. Then the message is ruined as someone you’ve never heard of, with a job title like ‘Head of Acquisition Marketing’ or ‘Senior Customer Retention Manager’, signs it off.
Now, these people are senior marketers within their organisations. They’ve worked hard, they’ve helped to create an advanced direct marketing programme. Why then, do they undermine their sophisticated marketing structure by signing it off themselves? Why not the ‘Head of Customer Service’ or someone else who’s actually customer facing?
No one wants to be marketed to, still less do they wish to be acquired. So build the systems, develop the segments, come up with really creative content, but then take a step back. Stand in the background and let client facing people step to the front. You’ll acquire more customers from the shadows.
Vulnerable or patronised?
Campaign groups increasingly refer to those they represent (or seek to represent) as ‘vulnerable’. Whether its poverty, race or sexual orientation, groups of people are referred to as vulnerable to changes in government policy or society’s prejudices.
It’s hugely patronising and, in many ways, it’s as bad as the Victorians referring to the ‘deserving poor’. Both terms seek to identify people as weak and in need of patronage.
This is not to deny the fact that many people do need help, or that campaigners do vital work to raise issues that might otherwise be neglected or ignored. However, patronising those who are marginalised by society cannot be the best way to do it.
It’s worth noting that Google’s Ngram Viewer shows that usage of the term ‘vulnerable people’ has rocketed since the mid-90s. For comparison, I’ve charted the term ‘deserving poor’ alongside it.
Did people suddenly become vulnerable in the past two decades?
Godwin’s Law
The debate about UKIP has gone on so long that the probability has reached 1. Unfortunately, I don’t think this will be the end of the debate.
Back in the day
The UK’s economy might be coming back to life but people are still feeling the pinch. Wages aren’t keeping up with prices, times are tough and people are hankering after ‘the good old days’.
We see it everywhere. In politics, UKIP are making the most of people’s yearning for a bold, ‘call a spade a spade’ Britain. Both Labour and the Conservatives are pushing policies that preach to the faithful. We’re back to the days of left and right. The third way has gone away.
Meanwhile in literature, we’re witnessing the continued rise of historical fiction with authors like Hilary Mantel and Philippa Gregory winning awards and having their books turned into hit TV dramas.
In terms of brands, we’re seeing some great old names return. The Truman brewery, originator of the IPA, is back in London pubs. Last week, it was announced that Royal Enfield motorcycles are coming back home to the UK, having sat out the past 30 years in India.
Other brands are drawing upon the past in their advertising. Notably, Coca-Cola’s ‘Grandpa’ healthy living advert seeks to push an old fashioned lifestyle as the solution to the very modern issue of obesity. We’ve also seen the return of the Tetley Tea Folk and NatWest piggy banks.
Even brands with little history, like cycling apparel maker, Rapha, and clothing firm, Jack Wills, are basing their growth on heritage values.
Like the tight economy, this trend isn’t likely to go away any time soon. So there’s no harm in digging into the archives and finding the warm, familiar signifiers of better days. People are grasping after comfort blankets, smart marketers will provide them.