This topic was brought up recently on watchdog; but while doing some research into travel websites today I felt it best to flag up again.
Travelsupermarket.com was advertising a trip to Egypt all inclusive for £287 for 7 nights.
Sounds great, not bad value at all to travel thousands of miles for sun, sand and sea.
However on going a bit deeper into the site, the cost is not actually £287 (which is only really there to entice you in); but jumps up to around £700! Which is quite a bit more
This is then factoring in, airport transfers, insurance and luggage costs. These come to around £50 as an extra, however the site does not explain how the price jumped up from £287 up to £700?
Travel and holidays is something that many people now see as the norm; something that we all do and you just have to hunt around for the best deal. However on the above example, the way that the marketing of such holidays is carried out seems confusing and frustrating.
You look in the shop window of a travel agent, and generally the price you see advertised is the price that you pay.
However with price comparison sites, this does not appear to be the case. the price you first see (as the above example from today shows) will change in just one click of a button.
Advice - keep hunting!
Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts
Monday, 27 June 2011
Monday, 20 June 2011
Retail Marketing - Sales Down
The UK economy is still in a slump as retail sales are down; so what is the answer?
The government believe that by changing Vat prices (again) this will kick start the economy.
However the problem goes much deeper than just the retail sector and high street shops; looking at the wider market sectors are facing very real problems.
As manufacturing has gone offshore, construction has slowed and car sales have gone down many sectors are wondering how to tackle a future that looks uncertain.
If any town is like Basingstoke; they will see that many high street shops are closing (due to high rent prices) and many are offering reduced prices on goods. Fathers day sales, summer sales, anything just to shift stock and get people spending.
The problem then comes around again, people spending money that they do not have raises the average families debt and the ones that actually benefit from the cycle are the credit card companies (or banks).
Shops are aggressive in their marketing, competing with each other to stand out with bold signs, loud music, comfy chairs and attractive sales staff (in some cases) to try and get custom. However will this solve the problem?
The chances of there being yet another Vat change is highly likely, but the chances that we will see retail sales increase and restored to their former glory is unlikely.
Future posts on retail sales will tell the story - wait and see.
The government believe that by changing Vat prices (again) this will kick start the economy.
However the problem goes much deeper than just the retail sector and high street shops; looking at the wider market sectors are facing very real problems.
As manufacturing has gone offshore, construction has slowed and car sales have gone down many sectors are wondering how to tackle a future that looks uncertain.
If any town is like Basingstoke; they will see that many high street shops are closing (due to high rent prices) and many are offering reduced prices on goods. Fathers day sales, summer sales, anything just to shift stock and get people spending.
The problem then comes around again, people spending money that they do not have raises the average families debt and the ones that actually benefit from the cycle are the credit card companies (or banks).
Shops are aggressive in their marketing, competing with each other to stand out with bold signs, loud music, comfy chairs and attractive sales staff (in some cases) to try and get custom. However will this solve the problem?
The chances of there being yet another Vat change is highly likely, but the chances that we will see retail sales increase and restored to their former glory is unlikely.
Future posts on retail sales will tell the story - wait and see.
Nike - Sports Marketing
I bought a paid of Nike sports shorts at the weekend and noticed that they were made in Bangladesh; and wondered about the brand. I have always thought that Nike were a US company and just assumed that everything about them was American. They they are based in the US (although they have offices around the world), they manufacture in the US, they bank in the US and were US.
This could be a conception due to the way the marketing is done and how they position themselves globally.
Here are a few facts about Nike:
The way the marketing has been positioned, is that Nike is a US company (with their head offices in the US) that serves all ages from children and collages to middle aged people and the old aged. Nike is truly a brand that caters for all ages and serves all demographics.
This could be a conception due to the way the marketing is done and how they position themselves globally.
Here are a few facts about Nike:
- Nike were started in 1964 and are based in Washington County, Oregon, United States. They have 46 offices dotted around the world and employ over 34,000 staff.
- Their manufacture in Indonesia, China, Taiwan, India, Thailand, Bangladesh and Madagascar.
- Nike use offshore banking to reduce their tax bill as opposed to banking within the US.
The way the marketing has been positioned, is that Nike is a US company (with their head offices in the US) that serves all ages from children and collages to middle aged people and the old aged. Nike is truly a brand that caters for all ages and serves all demographics.
Monday, 9 May 2011
Getting Marketing Right
When marketing goes wrong, it does not just go a little bit wrong, but a lot wrong - certainly if you are a large business or global leader.
Small companies, if they do not communicate their marketing message properly, only really loose out a little. Maybe they will experience a dip in sales equating to a few hundred or few thousand pounds - nothing life threatening but just irritating.
However if you are a large business, and your marketing/PR is angled wrong, then there are very serious problems. Customer confidence can go, you may loose your market share footing - or the brand could be shot down.
A recent article on the BBC website looks at some of the leading brands in the washing powder industry and how their marketing/PR is positioned.
Finding the right marketing agency is important really for any business of any size - however the higher you are up the ladder (in business terms) the further there is for you to fall should things go wrong.
Small companies, if they do not communicate their marketing message properly, only really loose out a little. Maybe they will experience a dip in sales equating to a few hundred or few thousand pounds - nothing life threatening but just irritating.
However if you are a large business, and your marketing/PR is angled wrong, then there are very serious problems. Customer confidence can go, you may loose your market share footing - or the brand could be shot down.
A recent article on the BBC website looks at some of the leading brands in the washing powder industry and how their marketing/PR is positioned.
Finding the right marketing agency is important really for any business of any size - however the higher you are up the ladder (in business terms) the further there is for you to fall should things go wrong.
Friday, 29 April 2011
Marketing The Monarchy
Today has been a fantastic day for England and the British people.
Kate looked stunning in her wedding dress and Prince William looked equally handsome in his military uniform.
The world was looking at the couple, at the Queen, at the British people celebrating with their Monarchy and sharing in undoubtedly the most important date for the British 2011 calendar.
Many countries look up to the British nation and today it was clear to see why; anyone who is British will feel the pride and love of the nation, of the Monarch and of the royal family. To see the union jacks flying, the people crowded expressing kindness and happyness and seeing the royal troops dressed so smartly sends a shiver down the spine and makes us all prowd to be part of the British empire.
As the BBC said, the tradition has been replayed for over 350 years and that makes the British stand out as unique.
The way the Monarch has been preserved and presented to the world is such a powerful marketing message to the world. All other nations look up to the British people for what we all shared in today.
Many would say that the times of having Kings and Queens has gone, that the Monarch is a drain on the countries resources and expensive. However considering the business that the Royal Wedding has brought to the nation, the many small companies that have had that much needed boost in business it certainly is welcome.
The best wishes to the happy couple; God save the Queen.
Kate looked stunning in her wedding dress and Prince William looked equally handsome in his military uniform.
The world was looking at the couple, at the Queen, at the British people celebrating with their Monarchy and sharing in undoubtedly the most important date for the British 2011 calendar.
Many countries look up to the British nation and today it was clear to see why; anyone who is British will feel the pride and love of the nation, of the Monarch and of the royal family. To see the union jacks flying, the people crowded expressing kindness and happyness and seeing the royal troops dressed so smartly sends a shiver down the spine and makes us all prowd to be part of the British empire.
As the BBC said, the tradition has been replayed for over 350 years and that makes the British stand out as unique.
The way the Monarch has been preserved and presented to the world is such a powerful marketing message to the world. All other nations look up to the British people for what we all shared in today.
Many would say that the times of having Kings and Queens has gone, that the Monarch is a drain on the countries resources and expensive. However considering the business that the Royal Wedding has brought to the nation, the many small companies that have had that much needed boost in business it certainly is welcome.
The best wishes to the happy couple; God save the Queen.
Wednesday, 27 April 2011
Royal Wedding
The royal wedding is getting closer and closer and it certainly going to be the most watched event ever.
The number of companies that are involved with the festivities is countless, from company's in central London right down to hog roast companies in Leeds everyone is jumping on the band wagon.
The UK is definitely split between royalists and parliamentarians. People that support the royal wedding and will watch it, and people that do not care at all and just see the event as an excuse for a holiday. Some people are going on pub crawls; some will be working in the garden and some just going on holiday to get away from the festivities. Even three and half centuries after the English civil war, the UK is still divided in its support of the monarchy.
Ever since the royal engagement was announced (or since William and Kate were dating) companies have been marketing around the couple and using the subject as a way of selling. Today there are thousands of companies selling plates, cups and all forms of memorabilia around the royal event.
Indeed the royal wedding will be immortalised by the media and something that millions around the world will be watching and supporting.
All the best to the happy couple, to the future King and Queen; God bless them both!
The number of companies that are involved with the festivities is countless, from company's in central London right down to hog roast companies in Leeds everyone is jumping on the band wagon.
The UK is definitely split between royalists and parliamentarians. People that support the royal wedding and will watch it, and people that do not care at all and just see the event as an excuse for a holiday. Some people are going on pub crawls; some will be working in the garden and some just going on holiday to get away from the festivities. Even three and half centuries after the English civil war, the UK is still divided in its support of the monarchy.
Ever since the royal engagement was announced (or since William and Kate were dating) companies have been marketing around the couple and using the subject as a way of selling. Today there are thousands of companies selling plates, cups and all forms of memorabilia around the royal event.
Indeed the royal wedding will be immortalised by the media and something that millions around the world will be watching and supporting.
All the best to the happy couple, to the future King and Queen; God bless them both!
Monday, 18 April 2011
London Marathon
Excellent marathon yesterday - well done to all the runners that took part.
The weather was fantastic however the downside of this was that there were many cases of heat exhaustion and runners collapsing.
One thing that did stand out, was the number and diversity of charities that stood out. Numerous as the runners there were so many charities from YMCA, McMillan, Naomi House and 100's of others.
All charities use marketing in order to promote themselves ranging from websites (which are consistently updated) promotional literature, banners (as there were at the London Marathon) and PR.
PR for charities is a big area of marketing as they need to generate exposure and awareness for their cause. Also, to make themselves heard above the other 200.000 charities in the UK
Giving money to charities is great, it gives you a feel good factor which all humans crave (as the bible says it is better to give than receive (Acts 20:35)).
The problem is that charities spend so much money on marketing, the thought of your donation going to a website designer or advertising agency does not sound right.
Also, the larger the charity (Oxfam for example) the higher their fixed costs (cars, office rental, staff costs, expenses, marketing, TV campaigns) therefore for every £1 donated a large promotion goes to the running costs of the charity machine.
What is the answer - well there is really no simple answer, charities need marketing, marketing costs money and that money comes from only one place - you, me and other generous donors.
The weather was fantastic however the downside of this was that there were many cases of heat exhaustion and runners collapsing.
One thing that did stand out, was the number and diversity of charities that stood out. Numerous as the runners there were so many charities from YMCA, McMillan, Naomi House and 100's of others.
All charities use marketing in order to promote themselves ranging from websites (which are consistently updated) promotional literature, banners (as there were at the London Marathon) and PR.
PR for charities is a big area of marketing as they need to generate exposure and awareness for their cause. Also, to make themselves heard above the other 200.000 charities in the UK
Giving money to charities is great, it gives you a feel good factor which all humans crave (as the bible says it is better to give than receive (Acts 20:35)).
The problem is that charities spend so much money on marketing, the thought of your donation going to a website designer or advertising agency does not sound right.
Also, the larger the charity (Oxfam for example) the higher their fixed costs (cars, office rental, staff costs, expenses, marketing, TV campaigns) therefore for every £1 donated a large promotion goes to the running costs of the charity machine.
What is the answer - well there is really no simple answer, charities need marketing, marketing costs money and that money comes from only one place - you, me and other generous donors.
Sunday, 3 April 2011
What Is Marketing About
Many people say that marketing is misleading.
This is sort of true, but needs to put into context. Most of us (in the UK) do not need 10 pairs of shoes, new clothes each week, upgrading our car every few years - but advertising does say otherwise. It has to, if the economy is going to come out of recession, the government needs people to spend spend spend.
Without this, businesses will not sell their products, tax will not be collected and the government will loose income.
Is Marketing Misleading?
Lets consider a few different examples that will use marketing to sell their product.
Supermarkets
Supermarkets always have offers on, 2 for 1, buy 1 get 1 free etc.. Often the prices are manipulated so that sometimes you are spending more but thinking you are getting a good deal.
Marketing is all about packaging; making something seem attractive and appealing.
British Armed Forces
The armed forces are doing a lot of advertising on TV to bring in new recruits.
The army do not advise that you are in a job role that will very likely require you to put your life on the line for king and country - and you may well get killed.
This is the nature of the role, a soldiers job is to follow orders and either kill or be killed.
However the army kind of miss this point, focusing on the chance to travel, to be part of a team, learn skills and to have a prosperous career.
Bank Loans
Banks love people that get into debt - as they will pay money in interest. They market loan deals that may require you to pay back twice the amount you borrow.
This of course has been in the spotlight in recent months - but the fact remains that banks need money to exist, and they way they get money is from lending money.
Junk Food
We all know that junk food is bad for us; however the way the marketing is done, a different picture is painted.
McDonald's had a recent advert that had a great scene of families laughing in their restaurants, eating salads and drinking juice. The main products of McDonald's are burgers - which we all know are low in nutrition and high in salt.
This is not clear in the advert or in their marketing, it is focusing on health and happiness painting a picture that we all will like.
Marketing is about giving a message, whether this is 100% true or 100% accurate sometimes questions do need to be asked (for any marketing message) by the consumers.
This is sort of true, but needs to put into context. Most of us (in the UK) do not need 10 pairs of shoes, new clothes each week, upgrading our car every few years - but advertising does say otherwise. It has to, if the economy is going to come out of recession, the government needs people to spend spend spend.
Without this, businesses will not sell their products, tax will not be collected and the government will loose income.
Is Marketing Misleading?
Lets consider a few different examples that will use marketing to sell their product.
Supermarkets
Supermarkets always have offers on, 2 for 1, buy 1 get 1 free etc.. Often the prices are manipulated so that sometimes you are spending more but thinking you are getting a good deal.
Marketing is all about packaging; making something seem attractive and appealing.
British Armed Forces
The armed forces are doing a lot of advertising on TV to bring in new recruits.
The army do not advise that you are in a job role that will very likely require you to put your life on the line for king and country - and you may well get killed.
This is the nature of the role, a soldiers job is to follow orders and either kill or be killed.
However the army kind of miss this point, focusing on the chance to travel, to be part of a team, learn skills and to have a prosperous career.
Bank Loans
Banks love people that get into debt - as they will pay money in interest. They market loan deals that may require you to pay back twice the amount you borrow.
This of course has been in the spotlight in recent months - but the fact remains that banks need money to exist, and they way they get money is from lending money.
Junk Food
We all know that junk food is bad for us; however the way the marketing is done, a different picture is painted.
McDonald's had a recent advert that had a great scene of families laughing in their restaurants, eating salads and drinking juice. The main products of McDonald's are burgers - which we all know are low in nutrition and high in salt.
This is not clear in the advert or in their marketing, it is focusing on health and happiness painting a picture that we all will like.
Marketing is about giving a message, whether this is 100% true or 100% accurate sometimes questions do need to be asked (for any marketing message) by the consumers.
Tuesday, 29 March 2011
2011 Census
The UK government has released it's 2011 census that has to be completed by the residents of the UK.
Failure to do this results in a fine of £5000,00.
This seems a little extreme just for the government to collect intrusive information about us. The information is about who we are, our religion, how many people are in our houses, what we work as, where we work. Not life pressing information but all the same intrusive and nothing other than them being able to keep stats on us.
To have a massive fine for not submitting such information - seems very controlling.
Looking at the census form, it is very will put together and simple to follow. This would have required a very intensive marketing campaign in ensuring that such an 'important' document is able to be completed by all UK residents regardless of age, colour or creed.
Considering the cost of putting together such an intrusive document about who lives where and what religion they have; plus having someone read through millions of results and putting them onto a computer - a wise spending of tax payers money?
The UK economy is crippled going further and further into debt but in the last week we started a war with Libya and are spending millions on a census.
Failure to do this results in a fine of £5000,00.
This seems a little extreme just for the government to collect intrusive information about us. The information is about who we are, our religion, how many people are in our houses, what we work as, where we work. Not life pressing information but all the same intrusive and nothing other than them being able to keep stats on us.
To have a massive fine for not submitting such information - seems very controlling.
Looking at the census form, it is very will put together and simple to follow. This would have required a very intensive marketing campaign in ensuring that such an 'important' document is able to be completed by all UK residents regardless of age, colour or creed.
Considering the cost of putting together such an intrusive document about who lives where and what religion they have; plus having someone read through millions of results and putting them onto a computer - a wise spending of tax payers money?
The UK economy is crippled going further and further into debt but in the last week we started a war with Libya and are spending millions on a census.
Knowledge Is Power
It has been said a few times 'knowledge is power' but is this the case with marketing?
Ask yourself a question:
If you are a medical company - would you be better off working with a marketing company that has experience in the medical sector, or one that has knowledge of the hospitality sector?
Of course - working with an experienced marketing company is always better.
Why?
Simple, the marketing company will have a knowledge and understanding of your industry and market place. Not just that, but they will know about your competitors, how they are marketing and how they are positioning themselves in the industry. They will have a good grasp on the way the industry is going (is it in recession, is it growing, where is it moving, who is spending money etc.) and be able to structure your marketing around these factors.
If you work with an inexperienced agency - then you are risking their naivety and blind approach will be lucky. Many would say that fresh eyes do add flavour - which is true, however it is risky if you are investing so much money and effort in a gample.
Many companies have jumped in with a zany approach - which is quite different to inexperience. Zany marketing campaigns do work, but this is normally founded on research, planning and good creative marketing.
Ask yourself a question:
If you are a medical company - would you be better off working with a marketing company that has experience in the medical sector, or one that has knowledge of the hospitality sector?
Of course - working with an experienced marketing company is always better.
Why?
Simple, the marketing company will have a knowledge and understanding of your industry and market place. Not just that, but they will know about your competitors, how they are marketing and how they are positioning themselves in the industry. They will have a good grasp on the way the industry is going (is it in recession, is it growing, where is it moving, who is spending money etc.) and be able to structure your marketing around these factors.
If you work with an inexperienced agency - then you are risking their naivety and blind approach will be lucky. Many would say that fresh eyes do add flavour - which is true, however it is risky if you are investing so much money and effort in a gample.
Many companies have jumped in with a zany approach - which is quite different to inexperience. Zany marketing campaigns do work, but this is normally founded on research, planning and good creative marketing.
Monday, 28 March 2011
Meeting Your Marketing Company
Why is it important to meet with your marketing company?
We live in an age of technology, are meetings really necessary? Surely the phone and e-mail is good enough to communicate the ideas, and objectives of a marketing campaign?
Not really; 7% of communication is verbal - so if you are talking on the phone to your marketing company (or e-mail) then they are missing 93% of the message.
Based on this - it is kind of a good idea to have a meeting.
Follow up meetings are also really helpful - if not essential.
Why - simple, to get value for money.
Marketing takes time; and so often now, marketing companies will hide behind e-mails and being out of the office to not give you up to date feedback - dragging out responses so that your expectations reduce.
Outsourcing marketing is always a tricky thing as you are taking a step into the unknown - however if you meet with the agency and push for a close working relationship with them - you will push them into delivering a better service.
No marketing company will want to meet with you if they have not got results to show you at a face to face meeting - so they will have results otherwise they will look silly and be forced to explain themselves.
We live in an age of technology, are meetings really necessary? Surely the phone and e-mail is good enough to communicate the ideas, and objectives of a marketing campaign?
Not really; 7% of communication is verbal - so if you are talking on the phone to your marketing company (or e-mail) then they are missing 93% of the message.
Based on this - it is kind of a good idea to have a meeting.
Follow up meetings are also really helpful - if not essential.
Why - simple, to get value for money.
Marketing takes time; and so often now, marketing companies will hide behind e-mails and being out of the office to not give you up to date feedback - dragging out responses so that your expectations reduce.
- From your perspective, you want results and you want them now; you are paying a lot of money and need up to date information about how things are going.
- From a marketing companies point of view they want lots of paying clients that are no trouble with all the time in the world.
- Have an initial meeting to get to know the marketing agency, but also your key contact
- Talk to your contact once a week
- Ask for reports monthly on progress
- Have a monthly face to face meeting to look at the reports.
Outsourcing marketing is always a tricky thing as you are taking a step into the unknown - however if you meet with the agency and push for a close working relationship with them - you will push them into delivering a better service.
No marketing company will want to meet with you if they have not got results to show you at a face to face meeting - so they will have results otherwise they will look silly and be forced to explain themselves.
Tuesday, 22 March 2011
Does the UK weather effect marketing?
This is something that many have pondered - does the weather effect marketing?
In the UK we are blessed with the weather changing throughout the day more or less every day. However during the seasons of extreme weather - this can effect marketing, and here are a couple of examples:
December 2010 - Snow Hits UK
During the beginning of December 2010, the UK was hit by a very cold spell, causing massive amounts of snow and freezing temperatures (going down to -21.6C in Altnaharra (which is on par with the South Pole)).
This had the effect, that many people could not go into work, as a result less marketing was going on, enquiry numbers dropped and generally the whole UK ground to a halt.
Even many air flights were canceled from taking off and landing - resulting in food shortages in supermarkets across the UK.
Summer in the UK
Summer does not really happen in the UK as it used to (back in the day) but looking at the end of May/beginning of June this is normally a period where temperatures go up to 30C+. As a result, more people take days off for holiday,gardening sick leave etc. As a result, marketing activity slows down and some companies (particularly in manufacturing) go on a shut down.
For many companies, this is very bad news, if your business is reliant on marketing enquiries coming through then to have seasonal periods of famine can cause problems. On the other hand, forward planning marketing activity around these seasonal deserts can also work either by having a marketing campaign ready to run, or to have a shut down yourselves.
The main thing that businesses need to recognise, is that marketing is effected by seasonal trends, whether the sun during the spring time (which lets face it, is what May is) or the snow in December - it is going to have an effect on sales and marketing as a whole.
If you are struggling with getting consistency of new business enquiries, it may be best to talk to a marketing company about how to forward plan for the quiet periods and ensure that your business does not suffer the shock waves the British weather can bring.
In the UK we are blessed with the weather changing throughout the day more or less every day. However during the seasons of extreme weather - this can effect marketing, and here are a couple of examples:
December 2010 - Snow Hits UK
During the beginning of December 2010, the UK was hit by a very cold spell, causing massive amounts of snow and freezing temperatures (going down to -21.6C in Altnaharra (which is on par with the South Pole)).
This had the effect, that many people could not go into work, as a result less marketing was going on, enquiry numbers dropped and generally the whole UK ground to a halt.
Even many air flights were canceled from taking off and landing - resulting in food shortages in supermarkets across the UK.
Summer in the UK
Summer does not really happen in the UK as it used to (back in the day) but looking at the end of May/beginning of June this is normally a period where temperatures go up to 30C+. As a result, more people take days off for holiday,gardening sick leave etc. As a result, marketing activity slows down and some companies (particularly in manufacturing) go on a shut down.
For many companies, this is very bad news, if your business is reliant on marketing enquiries coming through then to have seasonal periods of famine can cause problems. On the other hand, forward planning marketing activity around these seasonal deserts can also work either by having a marketing campaign ready to run, or to have a shut down yourselves.
The main thing that businesses need to recognise, is that marketing is effected by seasonal trends, whether the sun during the spring time (which lets face it, is what May is) or the snow in December - it is going to have an effect on sales and marketing as a whole.
If you are struggling with getting consistency of new business enquiries, it may be best to talk to a marketing company about how to forward plan for the quiet periods and ensure that your business does not suffer the shock waves the British weather can bring.
Subscribe to:
Posts (Atom)