Having spent much of my career attempting to understand how to communicate more effectively with consumers, which examples work best etc, I decided to do an experiment on myself.
Inspired by Supersize me, I began to collect examples of communication that had me adding an item to a shopping list, selecting something specific in a store, sending off for an item, keeping the information for the appropriate time (eg travel), responding to email marketing etc
Some of the examples would never be revered as 'clever' or 'aspirant' marketing and would probably be crucified in research - something I find fascinating in itself.
But there are others, not least, Ocado, that I regard as a brilliant example of effective marketing.
The table below has some historical examples of the gullible 'me' - but you can now follow me on Twitter @thegullibleme for examples as they happen.
TV AD Well, who can do without it now?
TV AD What was wrong with the 3-in-1?
Did I ever have cloudy glasses? - no.
TV, RADIO ADS The ads always make me laugh (and of course because I need to call directory enquiries at 3.00 in the morning. . .)
PRESS AD Double whammy collection
opportunity for Air Miles
TV AD My cleaning instinct gone into overdrive
again. . .it was the beetroot demonstration that
did it.
TV, PRESS AD, WORD OF MOUTH Enjoyable advertising, word of mouth re no charges to use credit card and ATM abroad, press ad for savings account
SPONSOR FOR HELL'S KITCHEN Reminded me of how much I enjoy a glass of ice cold sherry (but generic effect. . .bought Domecq)
TV + PRESS ADS Heard so much about impact of Omega 3. Dyslexic son. If tastes the same, why not?
EMAIL, POSTCARD Consistently brilliant marketing - personalised emails and postcards that really make me want to use the service again (and again)
TV AD Announcing launch of female magazine, interested to see what they would cover
HOTEL CASAMAR, LLAFRANC, SPAIN.
FEATURE IN SUNDAY TIMES Not quite 'advertising' but the impact of the copy was so compelling, that I booked immediately for family trip at Easter.
EMAIL MARKETING Perfect timing arrived when planning Easter trip to Spain. Special offers in European Cities.
POS Claiming 'no artificial anything'.
Must be good. . .
DIRECT MAIL Vaguely looking to switch from British gas, competitive claim, particularly when switch both gas and electricity. . .enough to prompt enquiry
TV, RADIO ADS For one of the massive jackpots. Because it could have been me (it wasn't. . .)
SALES WOMAN AT FENWICKS Frightening really, and still reeling from the experience. Was on a mission to buy my usual cleanser for £14 and suddenly paying £54 for a 'reduce-those-puffy-eyes' look too. Now I know I wasn't looking my best that day, but I didn't think I was that easy to sway.
WOM, TV AD That time of year when my skin feels and looks like a milk bottle - friend who mentioned it was sufficiently convincing and then I heard the ad. On the list for that week's trip to the supermarket
. . .so far, so good. Postscript Bad news. Has that unmistakeable smell of fake tan wafting through
. . .I've stopped using it.
POS + free sunglasses A bit of an embarassing one. Never bought the magazine before, but great looking sunglasses as freebie attached to the front cover had me hooked with my two pounds. Mega disappointment when I ripped off the plastic casing - side of the specs was emblazoned with the words 'Happy Magazine'. Maybe destined to be a collectable on Ebay in a few years, but wont be seen on my face. . .(A few weeks later, I did the same with Tatler and this time, the glasses are usable - no branding down the side)
EMAIL MARKETING I'm going to university! At ebay. An instant sell to me, looking to increase my buying and selling prowess through this brilliant system. They offer a one day course for 30 pounds.
EMAIL MARKETING Another example of this powerful tool. 30% off one of my favourite brands and in dire 'need' of some household goodies, within 5 minutes of receipt of the email, I had ordered items.
