Butz's motto: Customers are not as stupid as marketing strategists think they are
The most recent example of brand upgrading through testimonial advertising backfired for Charles Vögele. It struck me from the very beginning as inappropriate, too superficial, and too contrived—and even the more discerning consumers sensed that.
What's it all about: 15 months ago, Penélope and Monica Cruz were hired into celebrity marketing as boosters for the boutique fashion brand Charles Vögele, certainly not for any pocket money. Neither the sisters nor Till Schweiger probably had any idea about this fashion chain beforehand. My thesis: The Vögele example shows once again how delicate and with how much sensitivity such a brand upgrade with image transfer is.
When Catherine Deneuve advertised a Coco Chanel No 5, everything matched perfectly. But when Roger Federer holds up his likeness for a coffee machine, it's hair-grey out of place. On the other hand, it is perfect or almost brilliant when George Clooney plays the unimportant supporting role next to the main character Nespresso. Another wrong comparison is when Melanie Winiger advertises a toilet bowl, Schuhmacher stands for Naviboot (or did they think of the connection between his name and shoemaking) or when - as has been the case for some time now - our golden ball pusher Günthör poses on a vacuum cleaner.
H&M gets to the heart of the matter. They put a celebrity in front of their advertising machine every year. Karl Lagerfeld or Madonna have not only transferred their lifestyle, but also created a special fashion edition. So the marketing concert at H&M has harmonized. Image, product, price and advertising. At Charles Vögele, they hoped for too much too quickly. A huge mistake on all levels. Turning such a dusty brand into a "must have" label needs more advertising power, not just print media and events. The successful testimonial campaigns have almost all become known through television. Now we could read: Exercise canceled. New CEO. New communication. This will not create a better image among consumers. But perhaps customers didn't even notice the Cruz episode? I wouldn't be surprised. Finally, the Gilet commercial with Henry, Tiger Woods and Federer comes to mind. This example reveals another problem with such testimonials. Tiger has now shaved off his hair. And Harald Junke didn't survive the Mediamarkt either.
I don't believe that there is a recipe for testimonial advertising. Every task is individual and certainly cannot be dealt with using a marketing manual. Your gut feeling plays the most important role.
Dear advertisers, don't go on making such nonsense, otherwise "Motz von Butz" will never end.
My standout this week was a walk on the High Line in Manhattan's West End, with the best view of Frank Gerrys, Jean Nouvels and other new skyscrapers. It's worth a detour.
Theophil Butz, once a star advertiser (quote from Ringier), now an inspirer and, from now on, a mocker. "Not an easy role, but a necessary one, which I perform here every 14 days." Please send any relevant information to [email protected]
