Bi polar marketing disorder – too simple.. too complicated

ComplexThe washing format has changed again in our household.. to liquid. And trying to keep pace I found myself studying the back of the back for instructions. Apparently what I need to do is to work out the weight of the clothes, the hardness of the water and the level of soiling – which requires a range of dosage from 50-150ml.  To do this I have to measure the liquid using the cap – which holds 30ml. Notice that 30 does not go into 50 or 125 or any of the figures given above. As a measure it is complete nonsense. I would need a measuring flask to follow the instructions. I am encouraged to pour said liquid (all over my hands in the process) into the washing compartment – where it immediately flows into the machine undermining any notion that the detergent be introduced at particular parts of the washing cycle.

Simple Now consider if you will the front of the bottle which the marketing department clearly got their hands on. Which says almost nothin other than that it is non bio (twice). Now if the job of marketing is to help people wash their clothes better with this detergent than any other detergent I might name then they are failing.

And the truism that the job of marketing is to make things simple just won't do. Because they have only managed to do this with one side of the pack. Making it easy for me to buy it. But not to use it. Because washing isn't simple is it? There are a range of decisions that need to be made. Detergents are some of the most complicated chemicals ever made. Certainly the most complicated chemical you can buy over the counter. I know this because I have worked on detergent brands.

It isn't enough to make things simple enough to buy. The marketer has to make the product easy to use. A lot of marketing uses complexity to bamboozle the customer. When linked to promotional offers it works for finance and mobile phones. But means that the customer ignores the complexity and switches whenever they feel like it. Because they don't understand the product they don't have any reason to believe that one brand is better than another. So they respond to offers.  Here there is an opportunity to make the product a more usable. But  Sainburys aren't bothered. Which is a missed opportunity. I will of course eventually move on from liquid but not for a while. Since I have to use a calculator (or just start pouring the liquid straight in) they have made it much more likely that I will move on straight away. Lucky then that they snared me with a multibuy so I have 3 of the damn packs to use up. But then I'll be off.

I suspect this is also a function of marketing's marginalisation as marcoms. I suspect that marketing had little or nothing to do with the copy on the back of the pack which was written by technologists with the ability to measure milllitress to half a dozen decimal places.  Marketing is more than getting people to buy. But apparently there isn't enough marketing thinking to go around. So they focus on framing the offer..

soo in summary can we have less simple please and less complicated.




Twitter Updates
Photo Albums
Willie Williams exhibitionTV stations JeddahPutna Sihastra Monastery 2011Grindleford Grinch April 2007Planners drinks night No1 Bucharest

Designed by Matthew Pattman