Wake Up And Smell The Coffee: “Effective” Marketing Doesn’t Have To Mean “Expensive” Marketing
by Ian Skellern
On a recent trip to Bordeaux to check if they were still making decent plonk (yes, job done), I noticed a small coffee shop near my hotel doing a roaring trade day and night despite being tucked away on a small side street. (I didn’t catch the name, but it was on Rue du Parlement Saint-Pierre, off Place Saint-Pierre).
While I can confirm that the coffee was excellent, I’m sure that the majority of people stopping in for a cup of morning joe were likely to have been passersby like me attracted by the clever, lighthearted messages on the chalkboards outside.
As with the mini watchmaker photos created by Jon Vincent Watchmakers in the U.K. we recently posted, these messages and the busy coffee shop are proof that clever marketing ideas do not have to be expensive to be effective, especially if they’re humorous. (For more mini watchmakers see Inside Scoop! We Reveal What Big Brands Including Rolex, Omega, IWC And Cartier Don’t Want You To Know About Servicing. You Will Literally Not Believe This Is True!)
This led me to wonder why the watch industry wasn’t doing more to leverage humor and clever ideas in its marking and communication, rather than the constant rollout of drab cookie-cutter press releases than can generally only be distinguished by recognizing the brand name rather than tone or style.
H. Moser & Cie. is perhaps the only high-end watch brand pushing the limits in this respect — the brand’s Swiss parody video is a classic (see H. Moser & Cie. Creates $1 Million Watch Made Of Genuine Swiss Cheese).
And Corum’s recent marketing images definitely have a distinctive edgy vibe that I hope the brand does more with.
Our John Keil singled out a few fun watch adverts from the past, including a cutting-edge IWC campaign, in Watch Advertisements (Should) Invoke A Special Feeling, Here Are A Few That Work For Me. But that’s about it.
I can understand that the big traditional brands move slowly (if at all) in their communication, but where are the young contemporary brands creating innovative and fun marketing? Where are the MB&Fs, Urwerks, HYTs, and even Richard Milles in this space?
Has “social media” become a replacement for “effective media”?
Come on, watch communication and marketing managers: wake up, smell the coffee, and make us smile!