Tightly targeted marketing is a wonderful thing, but when you have
a target audience of just one, it is always prudent to check you are
sending your message to the right place.
Last week Marketing was besieged by a personalised moving ad for Sony’s
PC1 camera. The Freight Media vehicle, arranged through A-Vision, spent
a morning cruising around Marketing’s office before stopping outside
local watering holes that looked likely to house a thirsty hack or
It was, in attention terms, unmissable - for everyone except the named
newshound, Julian Lee, who left Hammersmith for less-lovely Croydon nine
It might seem churlish, in light of the effort put in, to ask whether
A-Vision picked the right man. But Mix feels bound to point out that,
while at Marketing, Our Jules was never famed for being at the cutting
edge of high technology.
Once, on being asked to supply copy on a floppy disk, he asked: ’What do
you mean by ’floppy’ exactly? I’ve got the ones we normally use, but
they’re not particularly floppy ...’
Mix was interested to receive a press release from Berber Events
announcing the launch of ’Mail Order Live - The Home Shopping
Experience’. This consumer event is ’dedicated to home shopping’ and
takes place at the NEC in Birmingham next March.
Is Mix missing a trick? We always thought the point of home shopping was
that you did it from home, not by hacking all the way to the NEC.
This article was first published on Marketing