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comment CONSUMERS RELY ON
GOOD COP BAD COP
,
Adam Joseph
FEAR IS LOOSE IN THE
MARKETING JUNGLE
Andrew Littlewood
Insights manager, Head of direct and
Herald Sun analytics,
PHD
We often hear that the consumer is king. But that We are entering a new paradigm and the question on
doesn’t mean kings are all-powerful – they can still the marketing community’s lips is what should we be
be the victims of a marketing crime. Consumers doing? I don’t claim to have the answer, but I was
have the power to make a direct complaint to a watching a wildlife documentary recently and found
company at any time, but what if the company an analogy that made some sense to me.
doesn’t give a damn about you or your issue? In nature certain species of bird and fish group
If whinging fails, it might be a job for the together, they synchronise. As the narrator put it,
professionals – the marketing police. Cop number they are naturally attracted to each other and line
one is the Advertising Standards Bureau. If you feel up together. Importantly, however, they do not think
an ad has metaphorically groped or mugged you (or as a group. They stay together for the benefits
your kids) you can lodge a formal complaint with the (security, communication etc) but throw a predator
ASB. Many of the complaints they process involve into the mix and selfish Darwinian behavior comes
sex, sexuality or nudity in ads. For example, last year to the fore – they scatter in self preservation.
the third most complained about ad was the “Want In marketing we have had a (fairly) long period of
longer lasting sex?” billboard for AMI. The ASB stability, allowing us to build an understanding of
upheld the complaints and the ad was prematurely consumer patterns and synchronicity, or so you
ejected from the outdoor medium. would think: “60% of ad spend is wasted” (Fournaise
Some consumer crimes relate to marketing Marketing Group). To me this means that either half
practices such as telemarketing. Cop number two is of all marketers (and agencies) are no good, or that
the Australian Communications and Media we all don’t know the half of it. This is a problem.
Authority which runs the Do Not Call Register and The biggest predator of all is on the loose – fear –
also patrols any complaints that broadcasters fail and we are poorly equipped. I recommend we
to address directly with the public. If you are quickly find out what has worked. Now is the time to
starting to get hang-ups about telemarketers, you develop your love of spreadsheets. You really need
can simply add your name and number to their list. to understand the contribution of each
Although I find the surest way to get rid of communication, but not just in isolation.
telemarketers is to ask them personal questions This means extracting as much learning as
about their underwear. They quickly hang up on you. possible from our historical activity. The key words
Many consumer crimes have less to do with in this exercise will be “diminishing returns” and the
marketing comms and more to do with marketing answers will lie in data you already hold. It will be
ethics. When marketing is deceptive, misleading, crucial to find out when to cap those TARPs, what
unethical or just plain illegal – call in the police public holidays to avoid and when our advertising
commissioner, the ACCC, guardian of the Trade becomes wallpaper. Sure the paradigm is changing,
Practices Act 1974. It also would be remiss of me to but learning what works is timeless. By finding out
neglect to mention the other good cops – the what works you can generate about 5-20% extra
various industry ombudsmen and the marketing efficiency. We must then turn our attention to
industry bodies, such as ADMA and the AMI. understanding the new paradigm – the emerging
But I mustn’t forget bad cop. Consumers can patterns of consumer behaviour. Thankfully there is
harness social media to take unresolved customer no shortage of real time data out there: Google
service matters into their own hands. If a company Insights, Facebook Lexicon, DIGG, Twitter, EPOS
doesn’t seem to be listening, the blogosphere has a data, your own analytics and many more. Get on top
lurking army of like-minded brand detractors just of these right away and find out how behaviours are
waiting to show their solidarity. For example, changing. Consumers are scattering, but they will
disgruntled commuters recently set up the I Hate regroup in new patterns. Innovate strategically to
Connex Facebook page, which now boasts over meet these new needs. Our work has shown that
8000 members. strategic innovation can improve marcomms
The Cluetrain Manifesto first developed the efficiency by up to 50%. Add these percentage
notion that markets are conversations, which points up and you should be OK.
TO MAKE A also implies that marketers need to be good My advice? Learn what you can quickly, stay on
conversationalists. This all starts with active top of what is happening daily, innovate
COMMENT EMAIL listening. Good marketers know when to shut strategically and you will be in a good position to
EDITORIAL@BANDT.COM.AU the fuck up. benefit from the new paradigm.
12 BANDT.COM.AU APRIL 03 2009