Magazine article Marketing

I'll Say It Again So That Midland Won't Do It Again

Magazine article Marketing

I'll Say It Again So That Midland Won't Do It Again

Article excerpt

I feel remiss if this column doesn't regularly elicit letters of outrage. So how kind of KLP's Paul Morrison to respond to my criticism of the Midland '97 extravaganza (Letters, Marketing, January 22). Having been involved, he is slightly biased, but happily this has not stopped him enthusiastically endorsing it. And how clever to write 335 words whilst missing almost every point I made.

So let me make them again slightly differently. I was talking about wasted money. He may consider erecting "the world's largest temporary arena, air-conditioned, seated" etc and only attracting 100,000 punters over 17 days is a howling success, but one client with great experience of events thought it "pathetic" considering the prodigious cost and publicity.

He may also consider that having to waive planned entry charges to the site for this "family event" makes it a triumph. And he may imagine that blasting the same music to everyone in earshot is segmentation. After a decade, or two in direct marketing, I understand segmentation quite well, and that does not qualify. It was aiming the same noise at the many in the hope of influencing the few, and as I pointed out, despite Mr Morrison's references to the council's regulations, many residents hated it.

He tells us everybody who went to the concerns loved them, which is hardly surprising. They wouldn't, have gone if they did not like the artists. What he doesn't reveal are the measurable results in new customers, more business from existing customers, or anything, apart from a warm feeling and vast expense. …

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