Positioning on the Platform

Started reading the marketing classing "Positioning" by Ries&Trout (it's on the compulsory book list for the course I'm about to take). A few things seem to be clicking into place regarding the rail industry - who I deal with a great deal in my current job.

None of them really have any kind of public image, or as the book would put it, occupy any particular segment the consumer's mind. OK, Virgin Trains have the advantage of the name, but what does their company stand for? Their "don't go zombie" advertising takes on the car as its competitor, but says nothing of its rivals (and yes, it does compete for business on some lines).

The Birmingham to London journey is another prime example. You've got Virgin trains, Chiltern trains, and London Midland. Chiltern just announced faster trains - a 90 minute journey - but Virgin already get there in 82 minutes, and to and from more established stations, too. But they are also pushing the improved trains, as a way to do business, with free wi-fi (in the "business zone"), wider seats, more legroom - which may well attract business users sick of Virgin's cramped soulless Pendolinos.

London Midland offer the lowest fares, especially if you book in advance, but their latest publicity concentrates on their forthcoming increased frequency (which is still no better than Virgin) and a shorter journey time (that is still comfortably beaten by Virgin and Chiltern). They're pushing "every 20 minutes", but people who are concerned with frequency also tend to be concerned with speed, and won't give a toss when they find out how slowly the trains trundle along, stopping at every godforsaken station along the way. And they'll find that out as soon as they click the giant "check times and buy tickets" link, which goes to a multi-operator booking engine.

To be fair, London Midland are also pushing the new trains they're offering on the Snow Hill lines, emphasising the added comfort - although people using the current 25 year old trains may think it's no more than they deserve for their loyal custom. However this is on a line where they have an operational monopoly. When they're in competition, they pull their punches.

Back to school

Last week I was offered a place at the School of Communication Arts on their vocational diploma in advertising. I was having a hard time decided if I was going to be able to afford it, but they awarded me a part scholarship which tipped the balance, so I resigned from my job (where I've worked for 3 years and 8 months) and will start in September.

My notice period ends the Thursday before I start the course, so while I suspect many if not most of the students will be refreshed after a summer break, perhaps with a nice graduation celebration holiday, I will have had a long weekend to adjust and prepare. They want me to read books, too. I'll have to try to do that while staying awake on the tube I suppose.

So lots of work, lots of debt, uncertain prospects. Let the fun begin!

We can solve the problem you didn't know you had

The classic "invent a new problem, convince people they have it, and offer a solution at an attractive price" sales method (see "BO" and "halitosis" from the good old days) is still going strong, it seems, with a little help from Vanish.

"Everyone loves fresh laundry, but washing at low temperatures doesn't always kill bacteria, so your laundry may not be as clean as it looks. You need Vanish Extra Hygiene because detergent alone might not be enough."

Watch it here.

Do I? I've been using detergent alone for years and I don't think I'm any more diseased than the next man. But then I eat things off dirty floors; I couldn't care less.

Apparently "The new variant was developed following research which revealed that 49% of people worry about bacteria remaining on their laundry" according to mad.co.uk. But you can bet it was in response to the question "do you worry about bacteria remaining on your laundry?" and not "how do you feel about your laundry - do you have any worries?"

It all reminds me of this...

Great Minds...

Just bought Sir John Hegarty's On Advertising: Turning Intelligence Into Magic. I note the following eerie coincidence.

"I was asked what it takes to be able to earn your living being creative. I replied 'fearlessness'" - On Advertising, p74.

"A great digital copywriter has to be two things on top of that: fearless and flexible" - Me, in my application to Poke earlier this year.

Long Copy

Just got hold of "The Copy Book" from the one-breasted internet shop of the Americas. Will write more about that later, but I got inspired to write a little long copy, in the good old days before 3 words and a QR code were all you needed. This is for Trent Barton, a bus company in Nottingham who have a refreshing approach to customer relations.

I did it in a bit of a hurry, but just needed to get a few ideas down - so tomorrow I'll look back on this and want to change everything. Think of it as a first draft.

Interview and Insight

Went for an interview yesterday with the School of Communication Arts 2.0, self-described as London's top advertising school. Looking at the roll call of mentors, it certainly seems credible - 400 of them including Sir John Hegarty and a whole load of others from the top agencies. They pretty much guarantee getting you a placement at the end of the year, too.

Of course the problem is money - as a mature student it would probably cost about £25,000 including living costs and fees to complete the course, and the maximum Career Development Loan is £10,000. So I suspect that without scholarships it wouldn't be much of an option, but we'll see.

The interview itself went well I thought; we had to do a 4 minute presentation on 3 examples of our creativity in front of the other interviewees (5 of us in total) and some mentors. I managed to tie mine together with a loose theme (they were all in some way a failure), and got a few laughs.

Then we were split into groups of 2 or 3 to produce a response to a creative brief - a topical one about the rioting and clean up. I felt like our team had an overall concept worked out a little better but were perhaps a little conventional in our use of different media, whilst the other team were more innovative in terms of the individual elements, but perhaps displayed a less cohesive overall message.

During this task we were periodically taken aside for a brief chat with the mentors - we had Blair and Chris, a freelance creative partnership. Always hard to tell what they're thinking but there were no typical interview questions so I was never flanneling around for answers - it was more just a chat.

Obviously I hope I get in. But whether I do or not - or even if I do but can't afford it - it was just an inspiring day, surrounded by people passionate about ideas and visions, just kicking around ideas and appreciating each other's work. It's what I want to be doing every day.

It's Brita from the lack of taste

The latest ad from Brita promises to "awaken our senses" with "four great new colours [of water filter]". Apart from being alarmingly patronising in a "LOOK MAGPIE RETARDS, HERE ARE YOUR BAUBLES, NEVER MIND WHAT THEY ACTUALLY DO" kind of way, it begs a rather obvious question.

Isn't the whole point of Brita water filters that the water is divested of all its smell and taste? Which sense exactly are you awakening by drinking purified H2O?

Brita have form for this kind of brainlessness - Copyranter was onto them back in 2008.

Plusnet LOCAL LOCAL LOCAL FOR LOCAL PEOPLE

Have a simple message, and repeat it over and over again. It can be tiresome, but if you do it with humour, no one will mind. This one manages to use the word "local" 13 times, all in a distinctive regional brogue (produced by Karmarama)

It makes me wonder how the technique could be applied elsewhere. Cars???

Dark. An alarm goes off and a bedside light switches on. Man talks to camera.


Man: I rely on my alarm clock. It never lets me down (we see 2 fully dressed schoolkids and a dog holding a lead, waiting impatiently at the foot of the bed. The man continues, oblivious). I always rely on my kids (pats them on head) to keep me up-to-date with what's trendy (he puts on a Rhydian t-shirt). And we rely on Brutus here to leave the burglars at bay (leaves room with kids and dog, as he closes door we briefly see a man with crowbar and holdall behind it. The man comes downstairs to the kitchen or perhaps lounge). But even if the worst happened, I know I can rely on my good lady wife to get us the best quote on our insurance (he kisses his wife, who is at a computer playing internet bingo). You never used to trust the weatherman (gestures at TV where map shows sun everywhere), but now he's Mr Reliability (leaves house, still in t-shirt, into pouring rain, perhaps even snow). But even with all that, I'm lucky if my car starts (gets in, turns key, engine starts. Pause). Oh, it did it this time. But it won't tomorrow. I just have this... sense about it.

Voiceover (as car drives off): If only everything in life etc etc...

Then repeat same advert, except with a cynic who says you can't rely on anything even though it all patently works. Needs some work, but you get the idea.