Are you ‘for or against’ Shock Advertising?
An excerpt from Wikipedia states:
Shock advertisements can be shocking and offensive for a variety of reasons, and violation of social, religious, and political norms can occur in many different ways. They can include a disregard for tradition, law or practice (e.g., lewd or tasteless sexual references or obscenity), defiance of the social or moral code (e.g., vulgarity, brutality, nudity, feces, or profanity) or the display of images or words that are horrifying, terrifying, or repulsive (e.g., gruesome or revolting scenes, or violence). Some advertisements may be considered shocking, controversial or offensive not because of the way that the advertisements communicate their messages but because the products themselves are “unmentionables” not to be openly presented or discussed in the public sphere. Examples of these “unmentionables” may include cigarettes, feminine hygiene products, or contraceptives. However, there are several products, services or messages that could be deemed shocking or offensive to the public. For example, advertisements for weight loss programs, sex/gender related products, clinics that provide AIDS and STD testing, funeral services, groups that advocate for less gun control, casinos which naturally support and promote gambling could all be considered controversial and offensive advertising because of the products or messages that the advertisements are selling. Shocking advertising content may also entail improper or indecent language, like French Connection‘s “fcuk” campaign.
The market is in shock. Your brand? Caught in the middle of course.
VAT is here and as per expected, everywhere is swarming with angry, price-conscious shoppers in fear. Most products they usually bought on a normal day has suddenly now fallen off the list – thanks to the ‘C-Tax + VAT’ policy the majority of businesses insist on implementing; a decision I found to be grossly inconsiderate to consumers, inspite of all arguments considered.
How can our products survive this crazy season of vicious price comparisons and slashing shopping lists? Bite the bullet and strike a compromise! Until your old stock is sold, reduce your profit intake and ensure the discount passes onto your customer. If you don’t, your product may very well never be sold before its expiry date.
“It’s still selling, but at a slower than normal pace?” Sure… but think! In the meanwhile, during that slow-coaching, you stand the chance of loosing precious customer loyalty to lesser competitive brands since demand is not likely to decline in the segment. Shoppers are just looking for a cheaper way out.
So now that time is of the essence and your consumers are undecided? Sell! But sell as if you cared about the long term survival of your brand, its customers, and staying in business. Atleast until this ‘old stock’ grievance has passed and the market has adjusted. Consumer salaries are sadly not going to increase, so they can’t afford to be the understanding ones here even if they wanted to be.
If things were different in Guyana, and we practiced a culture of proper ‘brand building’ from the start, price cuts would never be necessary to survive.
Our stronger brands would have ‘equity’, making them invaluable to consumers. The result: price tags become secondary.
Maybe, VAT’s re-arrangement of the marketplace may help us to faster understand the need for better brand standards. Or atleast, here’s to hoping!
Happy VAT, followed by an interesting New Year.