today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

World Clocks

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Tuesday, January 20, 2009

holistic dog food's promo got holes - fine example of tHe idiOts proMo

end of last year, holistic dog food ran out of stock from metro manila pet food shops. it was not available for a long time, like 3 to 4 months. stocks were made available again sometime end december, so that means there were no stocks from september to december.

3 to 4 months of not having stocks in pet food stores i think is suicide for any food product, most specially for pet food. pets do tend to eat the same thing over and over again. getting them to switch to another brand is quite difficult and takes a bit of doing.

but with that length of time that holistic dog food was not available, all pet owners must have been forced to switch to other brands. not feeding your dogs anything for 3 to 4 months will mean your pet dog will die.

from a marketing and sales standpoint, that means from whatever market share they had, it would be like zero by the end of december.

for the holistic company and the distributor of holistic dog food it means its crisis of biggest proportions that any company will face. not only have they lost market share and now to zero, they have lost all kinds of goodwill or affinity dog owners have for their brand.

selling holistic again in december is not only just like launching the brand for the first time in the philippine market, its much worse than that as they are re-launching with a lot of ill-feelings towards the brand

they obviously need to go back to the market with a lot of effort to win back previous buyers of the dog food. doing a consumer promo is the thing to do. promos is one excellent way of getting consumers back into purchaing your brand. advertising actually is probably the most potent, but if budgets don't allow for advertising, then a promo is the next best thing.

this is the market situation that holistic dog food was facing - 0% market share and 1,000% ill-will of previous buyers towards the brand. the common sensical thing to do, even for non marketing people, is to go into a gang bang promo, give an offer buyers cannot refuse.

and yes, holistic dog food did launch a promo when they re-stocked their product in the stores. they did a consumer premium. they give you this premium for every bag of holistic dog food which cost anywhere from P500.00 to P1,900.00

we have a pictures of the premium. please when you see the premium, tell us how you reacted in seeing the pictures of the premium.

i bet your reaction to the gang buster premium offer is the same reaction i gave : "what the f**k is this?".

not only was i disgusted and angry, i honestly felt insulted by the premium they gave. after 3 to 4 months of not having the brand and gallant efforts by pet owners to drive to all the pet food stores in metro manila for weeks - they give you a freaking bone-shaped ball pen that not only is super cheap, it looks freaking ugly!

how in the world will that kind of premium encourage angry consumers to buy holistic again? promos are supposed to be offers that consumers can't refuse. this one is the number 1 premium consumers will confuse. this particular promo is supposed to nullify the significant ill-will people felt when holistic was not available in stores, this one does not do any of that, in fact this adds to the injury by insulting the buyers with such a cheap and ugly premium.

the only reason i bought holisitic again is my dog has an allergy and this is the brand that gave my dog the least allergy. that purchase will be last that i will make of holistic while i look for other brands. getting that premium from holistic solidifies my distaste of the holistic brand.

holistic did not even bother to give me or post a letter of apology to buyers in the pet stores. that would have been the least that they could have done.

clearly, this holistic dog food promo is tHe idiOts proMo!

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