CW Marketing spend

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Re: CW Marketing spend

Post by Chris375 »

This might be totally off the mark but another thought. Watch companies, like many other industries, always want to try and sell to a new audience, which can often be a younger generation, to help raise awareness and sales of their brand (to a certain degree what Swatch have done using the MoonSwatch).
For CWL to increase sales it’s not about getting out new watches for us to discuss and purchase but to target these new audiences. If market research shows that advertising certain ways attracts new customers I can understand why CWL are producing adverts following a certain prescriptive campaign (even if some of us don’t find them that great).

I am probably talking a load of rubbish but just my perspective.
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Re: CW Marketing spend

Post by 0uatiOW »

The CW videos I’ve seen usually try to be a bit abstract. That might be good for generating water cooler chit chat, but not necessarily for sales. I’m not a senior Google marketing exec, so I don’t know much about how others react, but unless I can see what they’re selling, I wouldn’t be inclined to rush out / online to place an order.

Mike said at the time, that TV ad rates were lower than they had been for <xyz> (I can’t remember how many he said) years, and they obviously felt they represented VFM at the time.

For a company turning over £13m, a million pounds marketing spend seems pretty high, & when that company is making a million pound loss, it seems very high indeed.
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Re: CW Marketing spend

Post by Robotaz »

0uatiOW wrote:The CW videos I’ve seen usually try to be a bit abstract. That might be good for generating water cooler chit chat, but not necessarily for sales. I’m not a senior Google marketing exec, so I don’t know much about how others react, but unless I can see what they’re selling, I wouldn’t be inclined to rush out / online to place an order.

Mike said at the time, that TV ad rates were lower than they had been for <xyz> (I can’t remember how many he said) years, and they obviously felt they represented VFM at the time.

For a company turning over £13m, a million pounds marketing spend seems pretty high, & when that company is making a million pound loss, it seems very high indeed.
So what you’re saying is Infiniti had a 0% chance of selling you a car in 1989 (assuming they were available to you).

https://youtu.be/ZINNKmNi7fo
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Re: CW Marketing spend

Post by thomcat00 »

Robotaz wrote: Sun Apr 24, 2022 2:03 pm
0uatiOW wrote:The CW videos I’ve seen usually try to be a bit abstract. That might be good for generating water cooler chit chat, but not necessarily for sales. I’m not a senior Google marketing exec, so I don’t know much about how others react, but unless I can see what they’re selling, I wouldn’t be inclined to rush out / online to place an order.

Mike said at the time, that TV ad rates were lower than they had been for <xyz> (I can’t remember how many he said) years, and they obviously felt they represented VFM at the time.

For a company turning over £13m, a million pounds marketing spend seems pretty high, & when that company is making a million pound loss, it seems very high indeed.
So what you’re saying is Infiniti had a 0% chance of selling you a car in 1989 (assuming they were available to you).

https://youtu.be/ZINNKmNi7fo
That ad alone, now, wouldn’t have done it for me. It’s not one I remember from the time - I was in college then. I can’t say with certainty that the ad would not have worked for me at the time. But in 1989 I was reading 4-5 car magazines per month. I was the type to want specs, pics, driving impressions, and minutiae about cars. The ad does nothing for me. Again, that’s my sense of it now, but not what impact it would have had on me more than half a lifetime ago.
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Re: CW Marketing spend

Post by jtc »

Adverts are highly subjective anyway. I was amazed to read Tesla has no marketing budget, at all.

Perhaps Mike F should take note :lol:
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Re: CW Marketing spend

Post by Molan »

thomcat00 wrote: Sat Apr 23, 2022 7:38 pm
Molan wrote: Fri Apr 22, 2022 12:04 pm
NB - We should always remember that people here are not part of any mainstream ad campaign target audience. They are advertising to build awareness to a much broader set of target audiences and to generate longer-term brand saliency and awareness.
This point is also good to keep in mind. I’m already sold on this brand. I’m not the untapped market. And I do, like the rest of us here, want CW to be successful.
This is the main point that comes up all the time in forums and Facebook/Insta etc pages that are dedicated to a brand/product.

The people who are engaged enough to join a forum such as this one are not a core target audience for mainstream marketing spend.

We’re already interested and will learn about new products from each other - and then we’ll discuss the life out of them 😂

I currently go-manage over €400M of ad-spend across Europe and my clients have several dedicated forums and social media pages - we don’t even discuss them as a target group for adspend.

Of course, we engage with them on a direct basis and they are included in social and PR plans but not for the ‘big’ money ad campaigns and TV/AV creative or OOH/magazines etc.

I think this is where CW are working really well. They have a great level of engagement here (exclusive opportunities to view product launches and limited edition sales etc.).

Meanwhile they produce interesting and intriguing creative materials to lure new people into the brand.

They will be tracking against all sorts of different parameters and sales performance monitoring and applying learning after each campaign. They are clearly not amateurs and know what they’re doing.

You’ll always find ‘experts’ on forums, usually with zero experience/expertise in marketing, that decide to tell their favourite brands that they know better than them when it comes to marketing.

I often wonder how those people might react if the marketing experts at clients and agencies took a look a these people’s businesses and started pulling their work apart and saying it wasn’t really very good 🤦‍♂️😂
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Re: CW Marketing spend

Post by Robotaz »

thomcat00 wrote:
Robotaz wrote: Sun Apr 24, 2022 2:03 pm
0uatiOW wrote:The CW videos I’ve seen usually try to be a bit abstract. That might be good for generating water cooler chit chat, but not necessarily for sales. I’m not a senior Google marketing exec, so I don’t know much about how others react, but unless I can see what they’re selling, I wouldn’t be inclined to rush out / online to place an order.

Mike said at the time, that TV ad rates were lower than they had been for <xyz> (I can’t remember how many he said) years, and they obviously felt they represented VFM at the time.

For a company turning over £13m, a million pounds marketing spend seems pretty high, & when that company is making a million pound loss, it seems very high indeed.
So what you’re saying is Infiniti had a 0% chance of selling you a car in 1989 (assuming they were available to you).

https://youtu.be/ZINNKmNi7fo
That ad alone, now, wouldn’t have done it for me. It’s not one I remember from the time - I was in college then. I can’t say with certainty that the ad would not have worked for me at the time. But in 1989 I was reading 4-5 car magazines per month. I was the type to want specs, pics, driving impressions, and minutiae about cars. The ad does nothing for me. Again, that’s my sense of it now, but not what impact it would have had on me more than half a lifetime ago.
Do you remember the Infiniti ads in car magazines at that time? They has bonsai trees and rock gardens.
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Re: CW Marketing spend

Post by FloridaPhil »

Molan wrote: Fri Apr 22, 2022 8:31 pm
FloridaPhil wrote: Fri Apr 22, 2022 5:34 pm
Molan wrote: Fri Apr 22, 2022 12:04 pm

They showed an example of a brand in the same sector who had an interesting looking ad who then dropped in a bloody great, screen filling product image. It was very clear and showed lots of detail.

The drop-off in viewing at this point was huge - people had been Ok about watching the 'nice' build-up but didn't want a big bright product shot shoved in their face.
And that's all fine and dandy except that I didn't say they should use 'a bloody great, screen filling product image'.

Anecdotally however, the number of times I DO see a comment on various FB pages or forums stating that the end-user's on-the-wrist photo is so much better than the murky stock images used by CW is quite amazing. I stand by my original comment.
I’m sure you’re correct Phil, I’ll let the senior guys at Google marketing and creative know that they’re wrong and clearly don’t know what they’re talking about 🤣
Are you being deliberately inflammatory or is that just your default mode? I clearly explained that I did not say what you said I did.
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Re: CW Marketing spend

Post by Robotaz »

Looks like we have too many marketing experts for our own good.

I think they’ve done a good job.
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Re: CW Marketing spend

Post by thomcat00 »

jtc wrote: Sun Apr 24, 2022 9:36 pm Adverts are highly subjective anyway. I was amazed to read Tesla has no marketing budget, at all.

Perhaps Mike F should take note :lol:
Twitter as a subsidiary to CW? Outfitting space jockeys with Aquitaines? You might be on to something.
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Re: CW Marketing spend

Post by FloridaPhil »

Robotaz wrote: Mon Apr 25, 2022 1:42 am Looks like we have too many marketing experts for our own good.

I think they’ve done a good job.
No, there's only one who, apparently, cannot stand to be challenged in any shape or form. As per usual
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Re: CW Marketing spend

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jtc wrote: Sun Apr 24, 2022 9:36 pm Adverts are highly subjective anyway. I was amazed to read Tesla has no marketing budget, at all.

Perhaps Mike F should take note :lol:
Elon creates enough publicity on his own just with his Instagram posts. My son showed me his post about Bill Gates yesterday :shock:
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Re: CW Marketing spend

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FloridaPhil wrote:
Robotaz wrote: Mon Apr 25, 2022 1:42 am Looks like we have too many marketing experts for our own good.

I think they’ve done a good job.
No, there's only one who, apparently, cannot stand to be challenged in any shape or form. As per usual
I think you're being a tad harsh mate, when you're an expert on absolutely everything your opinion should never be questioned.
I don't think you realise how taxing being an authority on every single subject can be...

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Re: CW Marketing spend

Post by exHowfener »

The CW videos I’ve seen usually try to be a bit abstract.
Is this a current trend in advertising? I quite often see (on TV) adverts for current release films and I have no idea what the film is actually about.
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Re: CW Marketing spend

Post by 0uatiOW »

Robotaz wrote: Sun Apr 24, 2022 2:03 pm
0uatiOW wrote:The CW videos I’ve seen usually try to be a bit abstract. That might be good for generating water cooler chit chat, but not necessarily for sales. I’m not a senior Google marketing exec, so I don’t know much about how others react, but unless I can see what they’re selling, I wouldn’t be inclined to rush out / online to place an order.
So what you’re saying is Infiniti had a 0% chance of selling you a car in 1989 (assuming they were available to you).

https://youtu.be/ZINNKmNi7fo
Based on that ad, I’m saying exactly that. The only exception I can think of is that I might have bought a Cadbury Dairy Milk bar after seeing a gorilla playing drums, but probably because the colour purple was iconic to the brand.
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