Tag Archives: target audience

Our survey says… more please!

7 Jan

20140107-221444.jpg

Welcome Prime Timers – to the first blog of the new year.

If you’re struggling with the thought of the five-day working week, then this blog probably won’t help. I’m going to get underneath the skin of a recent survey and debate the PR-Journalist-Consumer relationship. That’s right folks, we’re exploring a three-way relationship.

The Energy Saving Trust has commissioned a survey which reveals that more than half of consumers prefer to see advertising claims backed by facts and figures. A further 41% are more likely to believe ideas supported by a third party expert organisation.

‘This is interesting’ I hear you say. But you’ll be even more surprised when I say just 1% said celebrity endorsement would increase their product loyalty.

So, judging by this report, big brands such as Nike, Pepsi and L’Oreal should scrap Ashley Cole, Beyonce and Kirsten Dunst and re-invest their budget elsewhere, because apparently it doesn’t work!

PR
From a PR point of view, what avenue you go down to get coverage depends on who your target audience is. Top titles such as the Metro and the Daily Mail are packed with survey stories, but you can’t have a conversation with a lifestyle journalist without a celebrity partner as back up.

That’s because celebrities don’t just push product, they market an experience. Are the research respondents actually telling me that when they’re looking for trainers they’re turned on by Which? statistics rather than the thought of looking like a model?

Which sectors should prioritise stats?
1. Financial
2. Technology
3. Healthcare

Consumers
I’m not expecting consumers to believe everything celebrities say. We’re in the middle of a sponsorship era. Do well in youe field, you get offers. Lie, cheat or fail to perform and those offers are taken off the table. So, media savvy readers will know that celebs will agree with almost anything as long as it pays well. These endorsements are PR through and through.

In some cases, celebrities can’t even uphold an exclusive sponsorship deal. In the Evening Standard tonight I saw that in an interview with the Radio Times, actor Ben Miller has admitted to fancying Typhoo Tea opposed to PG tips. He’s rocked the boat and put his personal opinion above his cash cow.

Which sectors shouldn’t prioritise stats?
1. Fashion and beauty
2. Arts and culture
3. Media

Journalists
But, when it comes to securing coverage, it takes far longer to explain your headline stat and sample size, compared to uttering the words ‘Gwyneth Paltrow‘. And, more often than not, she adds more weight.

I’ve actually had a journalist put the phone down on me, not because he wasn’t interested in my pitch but because he simply didn’t believe the figures.

There’s a time and a place for numbers and percentages. When they’re unusual, fool-proof and complement the product or service, they sit well with all everyone involved. But, if in doubt, find someone who will communicate your messages without the hassle.

What do you prefer?

20140107-221424.jpg

Advertisements

The Fat Duck owner waddles away from Little Chef

23 Jun

20130623-181127.jpg

The rise of celebrity chefs – such as Marco Pierre White, Gordon Ramsay and Jamie Oliver – have dominated our cookbooks, TV shows and magazines for years. But now, one angel named Heston has fallen from grace as roadside restaurant chain Little Chef has given him the boot.

Brand ambassador Heston Blumenthal has been dropped by Little Chef after six years, after his outrageous dishes proved unpopular with diners. A kick in the teeth after he was recruited by the business to help turn around its flailing image. But it seems that ox cheeks and strawberry and orange flower-water yoghurt just doesn’t cut it with motorway drivers after all. Surprised? I didn’t think so.

Now, I’ve got to hand it to Little Chef’s PR manager Richard Hillgrove who’s created a story with this ‘no news’ update thanks to his quote that doesn’t pull any punches:

“His dishes aren’t popular…we’ve wiped him from the menu. Little Chef needs to get back down to earth and that’s what we are doing.”

Hillgrove has essentially blamed Heston for failing to do his job, implying that they’ve had to overrule his poor choices by going back to basics. It doesn’t come into question that Little Chef had bad judgement by agreeing to work with an individual that’s not aligned to its target audience in the first place!

Heston’s publicity team has been quick to respond to Little Chef by dumbing down the Michelin-starred chef’s advisory role, making it clear that after Channel 4’s documentary was aired in 2009 he had little to do with the menu rollout.

Although Little Chef won a place in the spotlight by bringing Heston on board in 2007, no one in their right mind would’ve expected the idea to work. The Fat Duck and Dinner’s success can’t be replicated in a branded greasy spoon because a) no one asked for it and b) it’s the wrong target audience. I assume market research was produce to back this up, so where is it?

Consumers weren’t avoiding Little Chef because its dishes weren’t up to scratch, I expect it was because the venues, facilities, customer service and range of dishes were tired and boring – not broken. Something that Heston wanted to address.

You know as well as I do that celebrity endorsements can work to great effect, if the objectives, strategy and tactics are all aligned.
But, because this activity was doomed from the start, Little Chef is back to serving Olympic breakfasts and its customers can relax knowing they’re getting the meal they’ve always wanted.

20130623-181049.jpg

Prime Time Blog

PR-IN-MY-EYES

belfastdad

parenting, music, food, photography, tech, fashion

Global Talents

Let's have a laugh about all the silly situations we find ourselves into on today's job market

Mashable

Prime Time: 'PR in my eyes'

A Cup of Lee

Digital Communications in Ireland

Bucket List Publications

Indulge- Travel, Adventure, & New Experiences

Juddz' shower of thoughts

My shower of thoughts will detail fresh ideas to intrigue and inspire

OMNIRAMBLES

sporadic blogging by @dfergpr

%d bloggers like this: