Marketing communication is one activity where a lot of wastage of marketing money is possible if not done strategically.
In their over enthusiasm to be visible any how, companies end up making a lot of ineffective marketing noise, burning a lot of money.
Here is a recent example I saw.
The brand is Cello Butterflow pens. (Here is the ad.)
The target customer shown in the TVC is a young, impressionable girl.
The advertisement features Pankaj Udhas, the famous ghazal singer.
The ad looks quite decent from creative and execution standpoints.
But marketing effectiveness?
In my opinion, very low.
Because of the lack,of effective marketing strategy.
- Look at these questions and it will be clear: How many young girls of today WRITE love letters?
- How many WRITE anything other than exam papers?
- Who sends letters by post?
- By the way, how many girls of today know who is Pankaj Udhas ?
- How many appreciate Ghazals?
(I respect Pankaj Udhas as a popular ghazal singer of my generation. But I don’t see any relevance today using him to sell pens to the younger generation who don’t even know who he is.)
Overall, the communication, even though interesting, is irrelevant for the brand building purpose. The target customer should have been kept in mind before designing the communication. Using whatever is available cheaply in marketing is a bad tactic. That signifies absence of a thoughtful marketing communication strategy.
A father does not decide to marry off his young daughter to a 55 year old famous man because he is available today. Does he?
Then why should we select a brand ambassador who has no relevance to the target customer today?
We should not spend marketing money just to make some noise.
Noise is easy.
Voice needs a strategy.
So does effective marketing.