Dixons campaign: the debate continues

I wasn’t the only one debating the wisdom of the Dixons’ latest advertising campaign last week. A number of other bloggers have chosen the same topic and it has been the subject of several column inches in the press.

Not all share my viewpoint. Several have commented that the campaign is clever and brings a smile to the face. I don’t disagree. But what is important in any marketing activity? Surely the only point of marketing is to win more customers in order to make more profit, so the bottom line is the only measure of success.

Professional marketers have long used the mnemonic AIDA to construct marketing communications. For those of you who haven’t come across it AIDA stands for

  • Attention
  • Interest
  • Desire
  • Action

The Dixons campaign clearly applies three elements but what about the fourth? The adverts have attracted attention, the dramatic increase in visits to my blog proves this and the level of debate the campaign has generated is proof of interest. Each ad is very specific about the action they want you to take but where is the desire?

I’ve read the adverts and I would like to meet Pierre in the pinstripe suit, the technologist in the Marc Jacobs sandals and the awfully well brought up young man but why would I wish to visit the Dixons website? Perhaps intrigue is supposed to be my motivator. My personal feeling is that we have so many alternatives these days that as marketers we need to be much more specific when trying to generate desire. We need to answer the question ‘What’s in it for me?’

Perhaps I’m wrong. Our poll is showing a slight majority in favour of the adverts driving you to visit the website to make a purchase. Anyway we’re keeping the poll open for a further week so hope you’ll vote. But we’d also like your views; please click on the comment button.


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