Ubiquity is not a strategy

Ubiquity is not a strategy.

A great quote from a talk I saw earlier by Martin Thomas from Snapper Communications at an MRG/IPA event, the originator of whom I missed.

Brands like Crazy Frog, PC World and Cillit Bang may bludgeon us into submission with a massive, ongoing campaign, but something has got to give. Once the optimal point of investment has been surpassed, minimal increments in coverage and frequency of eyeballs are being exchanged for annoyance and dread among those that have been exposed to the same advert 30+ times.

This is why careful targeting works. Find a value, or a pursuit, or a space, or a time, and own it.

Some examples Martin gave:

  • Stella Artois focused purely on film for 13 years. Their move away from this strategy has coincided with Carlsberg overtaking it to be the largest selling beer brand
  • Absolut centred their creatives around art and fashion. From people laughing at a Swedish vodka to being sold for nearly $10bn in the space of a couple of decades
  • Lynx/Axe have the central theme of men being irresistible to (objectified) women worldwide, though the specific creatives are different in each territory

Ubiquity means nothing if there are no associations. Identification is what is needed.

Incidentally, he also mentioned that for all the technological advancements in toothbrushes, they are redundant as people are unwilling to decode all of this information and make their choices in simpler terms – the colour, or the price, for instance.

This got me thinking. If a dental hygiene company offered a web service where I could sign up, give my preferences and be sent a new toothbrush every 3 months, I would definitely sign up.

I don’t think I’ll be quitting the day job just yet though.

sk

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