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Devil's Advocate

November 2009 - Posts

Mincing words

In Scotland, mince pies are not what they might seem. In fact if you dig about in the chiller section in Tesco, you'll find them labelled superfluously (north of the border) as 'Scotch Pies'. (I can't imagine the good Celtic folk of Cornwall ask for anything but a plain old 'pasty'.) Thus hang about in a local baker's for any length of time and the same principle applies - ask for a mince pie and they'll know exactly what you mean. I was therefore amused to hear from my pal Ken that, feeling a bit peckish, he'd popped into the nearest Gregg's and requested one of the same, only to be met with the perplexing and somewhat irate retort "Is that a mince pie or a mince pie you're wanting?" (And apparently no indication by nod, wink or well-aimed glance at any differentiating pile of comestibles.) Calling the implacable assistant's bluff, he swiftly replied "I've changed my mind - I'll have a bridie", but nevertheless was sufficiently intrigued by the exchange to relay its details onward. Okay, so Christmas approaches and no doubt festive fare is now on offer, but I did wonder how a foreign visitor would have coped with the linguistic conundrum. Oh... on the way down the street, trying to eat surreptitiously, Ken also mentioned he got a poke in the eye... but that's another one for local consumption only!

Posted Nov 18 2009, 06:32 PM by Ian Moore with 2 comment(s)

Coupon blooper at the Super

Roughly one-third of people who intend to respond to an offer actually do it. This thought came to mind as I was waiting patiently for my string of coupons to print at the Sainsbury's checkout. A much-vaunted megabucks initiative........ but why, I wondered, have they left it until I've finished my shopping before hitting me with the offers? I'm running late as it is (the woman in front got a re-scan), surely they don't expect me to go back around the store? Okay - so that's being a little ingenuous..... but from now on their investment is at the mercy of my (dis)organisation. That spells trouble. Apparently they're going to issue a billion coupons. That'll be the best part of a billion never making it back to the store. Something seems amiss here. Sure, I know there was a time when they had coupon machines in the foyer, and everyone just walked past them, but there must be a better way to influence repeat purchase without erecting so many barriers to response - especially when they've got the consumer there in the first place, ready and eager to buy. And all that coupon confetti in the age of the electron! Why not just concentrate on Reward card holders (fast-trackers, even), and physically intercept a willing portion of them on arrival? A quick scan of the plastic, and bingo - they'd capture just as many participants, no paper wasted, and potentially no admin needed. Easy.

Posted Nov 11 2009, 10:09 AM by Ian Moore with no comments

Red sky at night, cottage delight

I'm constantly entertained by the stuff kids come out with. Only at the start of this term, two of ours independently came home to announce that their respective form mistresses were Miss Cane and Miss Smacky (quite close, in fact: Miss Kane and Miss Mackie... an ominous-sounding pair merely lacking the Trunchbull as head). So I'm always on the alert for lateral interpretations of sounds that we've long ago lost the childlike talent to hear. Another example was a question I got recently... "Dad - what's a shallawander?" (Surely you remember? Goosey goosey gander, with a shallawander.) It's great. And so easy to overlook that vast army of listeners out there who hear something completely different to what we think we're telling them. I suppose on the plus side, they often imagine something far more vivid than we could ever portray: I recall admonishing: "Don't drop crumbs, it attracts vermin".... to receive the reply "Who's Vermin?" I can just picture him. Wonderful.

Posted Nov 04 2009, 10:53 PM by Ian Moore with no comments
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Devil's Advocate
Ian Moore, founder and Creative Director of award-winning agency Blue-Chip Marketing, and author of Does Your Marketing Sell? is the sector's Devil's Advocate.
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Last login: 20 Nov 2009

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