Roll up, roll up, new awards in town…

busty newAnother week, another host of industry awards open their doors. No doubt it won’t be too long until our esteemed editor launches the DecisionMarketing Awards. And here at Idol Towers we are not resting on our laurels either, so we too are launching our very own gongs. So, (drum roll…) let us introduce you to the No Shit Sherlock Awards.
The No Shits (as they are to be known) will be awarded to any company or individual who meets one or more of the following criteria:
• Sending in irrelevant or crass press releases and thinking we might be interested;
• Releasing so-called in-depth research which ends as just a big plug for those carrying out the study;
• Finally, we will reward anyone in the industry who is quoted stating the bleedin’ obvious.
So, without further ado, let’s crack on…
First up is poster company Clear Channel Outdoor, which has just published a major study on the effectiveness of different advertising media. And guess what the main finding is? Is it that posters are crap? Is it that outdoor is a waste of money? Oh no, of course not, it is that “outdoor is the most efficient medium for FMCG advertisers”. No Shit Sherlock! Outdoor is great for huge brand owners like P&G and Unilever with massive ad budgets? Ladies and gentlemen I am sure you will agree, a worthy winner…
Next up is a medium close to all our hearts: direct mail. Over to MailMarlin.com, a company owned and operated by copywriter and Internet marketing professional Chris Bibey. According to the blurb on the site, “the goal of MailMarlin.com is simple: offer a one-stop-shop for businesses interested in sending direct mail sales letters. We write the letter, print the letter, and mail the letter. Although writing a sales letter is enjoyable for some, the same cannot be said for most. And nobody likes to address, stamp, stuff, and mail envelopes”. And what do you think Chris’ pearls of wisdom are this week: “People receive lots of direct mail every week, so companies must do something to stand out.” No Shit Sherlock! Well done Chris, we bet everyone in the industry is grateful for your advice…
But alas ladies and gentlemen, we have now reached our final, yet in some ways, most deserved award. Royal Mail recently carried out an in-depth study to measure how a door-drop is read and which areas attract most attention. Carried out on behalf of the postal operator by eyetracker™, it used screen based eye tracker technology and special tracking glasses.
According to the release this “provides unique insight into how consumers interact with door drops and a blueprint for the perfect unaddressed mail campaign”.
So what was the main finding? Will it revolutionise the market? Over to Royal Mail: “The study highlights the importance of using bright colours and strong visuals to generate impact and stand out among consumers. The research also revealed that the backs of the door drops should reinforce the messages and visuals on the front. It concluded that the letter should be well spaced out, and easy to read.” No Shit Sherlock! So, now you know, if you are going to run a door-drop campaign make sure it’s a) bright enough to stand out b) got a message on the back and c) easy to read…

(Got anything you’re dying to get off your chest? Email me, discretion guaranteed! ivan.idol@hotmail.co.uk)

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