November 22, 2016

Should political advertising be regulated


Graham Temple, Chairman of the IPM together with the IPM’s President Lord Black of Brentwood hosted a dinner at The House of Lords, attended by representatives of its membership and associated industry bodies including CAP/BCAP, The ASA and The AA to discuss the emotive topic of whether political advertising should be regulated and if so: how and by whom?

There isn’t any accountability or regulatory body similar to the ASA to check and approve political advertising in the same way that they check consumer messages. The truth is, that until Brexit, many of us didn’t know political advertising wasn’t regulated. There are no checks on claims and no sign-offs or independent bodies to verify information.

The CPS are currently considering a complaint that the Leave campaign misled voters during the EU referendum campaign with the claim that the EU was costing £350m a week and repeated this claim despite being ticked off by the UK Statistics Authority.Under UK electoral law “undue influence” is considered a corrupt practice. Ultimately it will be for Parliament to decide.

The IPM held a dinner at The House of Lords which was hosted by Graham Temple, IPM Chairman and Lord Black of Brentwood, President of the IPM and to discuss the views on the regulation of political advertising, or rather the lack of control and regulation “implied fact” based statements made by political parties.

Insightful contributions to the debate were provided by Guy Parker, ASA, Lord Saatchi and Oliver Dowden CBE MP, who delivered their address to the assembled IPM members at the House of Lords on the argument of whether this area of politics should be covered in the self-regulatory process in the way that all other advertising is subjected to such as ASA scrutiny.

With views expressed from all sides, including discussing the world of politics being a very different one to the world of businesses whose output is regulated on a day-to-day basis, many views were presented. Some argued that the political opinion has the right to decimate the opposition by whatever means possible but with the clear understanding that the world in Westminster is one that should be respected. With views that supported the need for clarity on facts, some opinion carried the motion of truth and honesty for a voting population that was swayed heavily by media.

The debate heard contributions from many guests and these were expertly stewarded by Lord Black. There was much discussion about the complexities of democratic argument in the overall political debate for the public but there was no doubting that there were equal strong arguments that brands face the same competitive indifferences but need to deal with this within a tight self-regulative system to protect the consumer from misleading claims.

Closing the debate, Lord Black commented that the important topic of regulation in political advertising had well and truly started.

 


September 9, 2016

Will your next promotion fly high… or crash and burn?


Campaign Marketing are experts in creating, implementing and managing the kinds of sales promotion campaigns that not only build brands but also help deliver ROI.  Our many years in the business mean that we know only too well the likely pitfalls associated with individual promotional mechanics; we understand how to engineer promotions to deliver specific objectives, from tactical seasonal sales uplift to long term increased brand share; and we already have long-standing relationship with the most reliable and cost-effective key suppliers.

The problem is that whilst Campaign Marketing is a smart and long-established agency, we’re also a small and independent agency.

So nowadays, even though we regularly work with big brands on retailer projects, those same brand teams find themselves unable to brief Campaign Marketing on major SP initiatives because their hands are tied and they are required to use their parent company’s retained, ‘rostered’ major marketing agencies. And furthermore, because SP can often be seen as the ‘poor relation’ in the world of marketing, promotional campaigns tend to be passed to junior members of the agency team who lack real world, practical experience of the game.

However, this is where Campaign Marketing’s hard-earned experience can work to every brand manager’s advantage.

Even if you’re not using us to create and implement your SP campaign, you can tap into our knowledge by having Campaign Marketing ‘sense check’ your agency’s proposals. We will go through your campaign with a fine tooth comb, checking whether…

  • there are potential minor issues or missed details that could become a major problem down the line – we’ve seen it all before, and we recognise the signs;
  • the promotional mechanic that has been chosen is genuinely the right one to deliver your objectives – we can guarantee that Campaign Marketing have probably forgotten more ‘tricks & flicks’ than most other agencies will ever learn!
  • the campaign has really been set up as efficiently as possible – part of the reason the promotions that we implement famously deliver so well on ROI is that we streamline the processes to add efficiency and save costs;
  • the costs you are being quoted are reasonable and comprehensive – our experience alerts us to the potential for fresh sets of costs to ‘come out of the woodwork’;
  • the projected results really are in line with expectations – it may be that a simple and cost-effective tweak that your agency has missed could result in significantly enhanced promotional results.

Obviously, we will charge a small professional fee for our audit and recommendation, but in return we will save you considerable costs, add major efficiencies and help ensure that your promotion is a results-driving winner, rather than the next ‘Hoover Free Flights’…


March 15, 2016

RFID Technology in Marketing


What is RFID technology?

Radio-frequency identification (RFID) uses electromagnetic fields to automatically identify and track tags attached to objects. The tags contain electronically stored information. Passive tags collect energy from a nearby RFID reader’s interrogating radio waves.

What can this do for me?

RFID tags up until now have been used to track products through the supply chain and add a layer of security. But now as costs for this technology tumble RFID tags can be printed into labels at a very competitive cost.

This allows you, as a marketing professional, the opportunity to use RFID in your marketing campaigns and communicate directly with your customers through your packaging. So for example by using an RFID tagged label you can tell potential consumers about the latest product offers in store through an app on their phone! Relying on point of sale to do the job for you could be a thing of the past! We can also send them recipes and usage suggestions and we can even track your product from the store to their home letting us see when your product has been purchased.

Even more importantly RFID technology allows us to build the most comprehensive consumer database you will ever need. We can track your consumer by age, sex and location and even identify their preferred stores.

Campaign Marketing are currently working with a major US supplier and our own developers to bring this technology to the UK this year.

If you would like to learn more call us, we are ready to work with you on this exciting new opportunity.