The World Cup – Responsive Marketing

It has now been a few days since England were knocked out of the World Cup, giving businesses plenty of time to respond to an unexpected (albeit not surprising?) early exit by England – or, incontrast, show how unresponsive they truely are. Ultimately, the more responsive marketing is, the more effective it is on a tactical level, which means the long-term marketing strategy is more likely to be achieved.

The advertisement, above, in today’s ‘Times’ newspaper, made me chuckle slightly. Although, I don’t need glasses and in no way will the advertisement provide a good ROI, it’s still effective for PR; it has furthermore lead me to blog about it. ‘Specsavers’, satire FIFA’s claims that goal line technology is too expensive, despite the level of anger over Frank Lampard’s disallowed goal against Germany. Also, it is some what impressive to think within a few days their marketing team has come up with a humourous caption, designed the page and got it to ‘The Times’ in time to be printed and distributed all over the United Kingdom. This will pay huge dividends in PR, unlike a more lethargic response from ‘Marks and Spencers’

Above is a screenshot from ‘Marks and Spencers” England Team/FA clothing range product line website, again a few days after England’s World Cup departure – a prime example unresponsiveness. Although one cannot expect a major retailer to completely ditch a product line, it would not be unreasonable for their website, which could be updated in hours, to at least acknowledge the recent changes. In order to ditch the now-worthless stock, I should be seeing price promotions left, right and centre – still, you would have to be an idiot to buy an FA suit, even if England were still in the World Cup. Not only has ‘Marks and Spencers” use of celebrity endorsements back-fired – as they are now symbolised by over-valued players who fail to deliver, which can transcend to their products – their PR efforts are also undermined. The shelves of England products will remind customers of their disappointment, where as ‘Specsavers’ humours them. ‘Marks and Spencers’ need repsonisive price-cuts and a change of target market from football fans to, perhaps, Cricket, Tennis – albeit Andy Murray is Scottish; or Formula One followers. If one company can produce an advertisement in a few days time, another could design a new price tag.

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