Now don’t get me wrong, I watch the X Factor just like anybody else (mainly because my son and daughter both adore it!) but Big Brother is surely car crash TV? I just don’t get why people would expose themselves to such insane nonsense (apart from the high fee allegedly demanded by Jedward et al).
Surely our own reality is what matters and aside from a passing nod at the screen in the corner of the room these shows should be ignored.
Unfortunately nearly 6 million people disagree with me and it therefore looks set to remain in our lives for the foreseeable future (the advertising revenue alone will see to that).
And there in lies the rub… It does not matter that the vast majority of the population believe, as I do, that these programmes should be resigned to history – what counts is the revenue generated by their existence.
So it follows that in your practice, the advertising spend allocated by the frame and lens suppliers should be channelled to best effect.
After all, the big boys in the world of fashion and therefore frame brands have spent years developing their profiles, not to mention gazillions of pounds, making sure that the public associate / recognise them in a specifically perceived manner.
Use this power, exploit this potential and create a long and mutually beneficial relationship with your suppliers.
We all feed off each other and in the end it is a win win situation.
Advertising works – It is as simple as that and the success of any business will invariably depend on it to some extent.
So this months challenge is to switch off the banal TV offerings and spend the time you would normally be waiting by thinking about honing your "in store", above and below the line (to use retail speak) promotions…. Let’s see which proves more fruitful.
In the meantime, I will only waste 1 hour each week watching wannabe pop stars, Grandma’s and outright fruitcakes embarrass themselves in front of millions of people (I promise) – and try not to get drawn into the trap set by the advertising gurus (no mean feat).
Good luck and see you next time.
The Ghost in the Machine.