These days there's a "back to school action" for Het Laatste Nieuws. Pretty straightforward: collect points and get an MP3 player. Now like most cheap MP3 players this one kind of looks like an iPod. The action is heavily pushed on TV, so my daughter knows it by hart.
When I got home today, she was utterly disappointed. After taking a closer look she 'discovered' it a 'fake' iPod, and only holds 40 songs. So how does she think about the action and the brand? "Het Laatste Nieuws are imposters!" (Het zijn bedriegers)
One more critical consumer from the Participation Generation that is not tasting the traditional marketing approaches ...
1 comments:
Can you blame her? She's right! Also: how often do you get something really worthwhile when it's for free? The giveaways, the gadgets,... especially for kids are usually just junk that look nice only from a distance. That is the aspect of marketing I have really come to hate and one of the reasons I decided to get out of the advertising business (by which I do NOT imply that everybody who is in it, is like that): the FFF approach - find a customer, fuck him and forget him. Does not exactly make sense when trying to build a long-lasting relationship, but apparently a lot of brands still haven't got it or simply don't care. Of course, a lot customers like getting fooled over and again. Either because they're - excusez le mot - stupid and/or simplistically consumerist or because they haven't come to the age of realising it's not likely (not impossible but not likely at all) to get something qualitative when it's for free. All the more reason kids should be approached in a correct way. How sad Het Laatste Nieuws doesn't seem to do so...
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