To DVD or Not DVD

Normally I’d be deriding the shameless consumerism of Christmas.

The special editions, the special offers, the special prices, the special gifts to make loved ones feel special because it is unheard of to do that at any other time of the year...

But this year I am mystified by the sheer bad planning of DVD vendors during the seasonal period.

DVDs make great presents. They make easy presents. But easy in a good way; not lazy. A great movie can be a family treat or just a treat for an individual that they can enjoy again and again. A good movie can be an immersive experience, a flight of escapism. A good movie can uplift and enlighten.

It can also keep the kids occupied and out of your hair for up to 2 hours.

Movies are great.

I had a list of DVDs that I knew would make great presents for people this year.  I’m not going to list them; just take it from me that they were all great, I have superb taste and I would have got you all something wonderful (because, yeah, I was going to send you all presents this Christmas but the vendors have foiled my plans).

I ploughed through my list online, tapping into my usual stockists and suppliers.

About 70% of the DVDs on my list aren’t being released until the New Year. That’s right. A frustratingly whopping 70%.

DVD after DVD crossed off my potential gift list.

DVD after DVD which I am now not going to buy.

To me it seems idiotic. The film industry is being hit by the recession like every other industry. Surely their marketeers must know that Christmas is the prime selling point of the year? The time when their wares fly of the shelves like chestnuts from an open fire proffered by an old bearded man in a stovepipe hat and fingerless mittens?

This is an immense lack of foresight and forward planning. Idiocy on a fathomless scale. It’s like Quality Street not selling their Christmas selection tin until March.

Now I know this is just a small gripe in the bigger scheme of things. Worse things happen at sea. Or even at the BBC. I know this. I’m not getting angina because of it.

I’m just saying, if you’re wondering why you haven’t received a Christmas present from me this year it’s because Debbie Does Derby isn’t being released until mid April.

And that’s it. There's nothing I can do about it. The DVD vendors plainly don’t believe in Father Christmas.

Sorry.

It looks like you’re stuck with Harry Hill’s Festive Burp on the telly.

Ask Me About Fleas And Worms

The picture above isn’t a mock-up.

It is a genuine poster on display outside the Pets At Home store in Leamington Spa.

I saw it last week and it literally stopped me in my tracks. I had to take a photo of it, such was my disbelief.

That poor woman! That was my initial thought. That poor, poor woman. Because she doesn’t look like a model or a stand-in (I have pixellated her face to protect her identity – though I acknowledge the futility of that considering she’s on a 6ft poster outside the store for all to see). She looks the genuine article. A real, bona fide store assistant. Some poor women who got called to the manager’s office one day and told to sit down in the comfy seat. The one with arms and a swivel mechanism that works.

“Barbara,” the manager would have said. “Babs. Do you mind if I call you Babs?”

And she would have smiled sweetly and thought, “Shit, he’s either going to fire me or I’m going to have to suck him off to get promotion.”

And then the manager would have revealed the truth. No sucking off. Just sucking.

“Babs, we would like you to be the face of our new campaign. Out of thousands of employees we have chosen yours as the face of our new marketing drive to encourage pet owners to check their beloved pets for fleas and worms. Yours is the visage that says, ‘Yes, I am an expert in this field and I am approachable if you wish to discuss your flea and worm problems.’ We’ve even had a T-shirt made up in your size. Slip it on, Babs, the photographer is downstairs waiting. Or I can give you your P45 if you prefer?”

And that was it. Deal done. Fate sealed. Picture taken. Credibility broken upon the cold altar of commerce.

That poor woman.

Is this the new MO for marketing campaigns? Is this a sign of how things are going to go?

What next?

CBeebies stalwart Justin Fletcher splayed on a poster with the words “Ask me about CRB checks” written in bold Comic Sans MS type beneath his clownish features?

A nice big political campaign poster of David Cameron above the words “Ask me about integrity, fairness and how to protect the rights of the vulnerable”?

How about G4S frontman Nick ‘Buckles under pressure’ with the words: “Ask me about your safety at the Olympi... whoops...!” or Rupert Murdoch “Ask me about a citizen’s right to privacy”?

The list, unlike this blog post, is I am sure endless.

But please don’t ask me about it.

Strapline

Straplines and folds are important.

They are important in life (particularly if you plan any nude sunbathing) and they are doubly important in marketing (where they mean totally different things).

It doesn't matter whether it's a poster, a flier, an advertizing leaflet or even a web site.

You need to get the important stuff above the strapline. Above the fold. With a web site it is good practise not to force your prosepective customer to scroll down too much. People don't like it. It is tiresome. Carpel tunnel syndrome, etc, and all those other health problems that regularly afflict couch potatoes (e.g. swollen right wrists).

Get the exciting stuff up there at the top. Right up where people can see it. All the sexy stuff needs to be there in pole position - the glossy photos, the amazing once-in-a-lifetime prices, the bogof offers, the shiny teeth, the perky ice-cube hardened breasts of your advertizing model (doubly important if the model happens to be female).

People shouldn't have to scroll downwards, or unfold a sheet of A4 to get to the point of what you are trying to sell.

Doubly important is where you place your banner headline.

I cannot stress this enough.

Take a look at the photo above. I scanned this advertizing flier into my computer yesterday exactly as I pulled it from the envelope. It illustrates perfectly the point I am trying to make.

Now. I know what it is supposed to say. Suite Clearance Event.

But that fold... occurring where it does.

When I first saw it, I could have sworn blind the U in suite was an H...

And, yes, when I opened it further I realized that, yes indeed, it should have been an H.

Tits and teeth, people. Tits and teeth.