When is an “expert” not an expert? – Drayton Bird Associates

->-> When he “works” for Curry’s

If you’ve shopped (or tried to) there, you know.

Here’s a comment or two about my last piece on them:

Drayton, once again you hit the nail on the head.

I was watching the new Curry’s ads on the TV and was laughing.

They’re plugging the claim that they have ‘experts’ to help you buy. But on the past three occasions I’ve been in Curry’s/PC World, not one assistant has ever asked if I needed help (despite lingering by a tech product for ‘ages’, just to see what they did). At the other end of the store, FOUR sales assistants just chatting together. They may as well have been on their phones.

If there’s a disconnect between the reader’s experience and what is being advertised, it’s unlikely to convince.

It’s like those dreadful bank adverts (that you’ve also ranted about in the past).

Thanks for the ongoing informative and entertaining emails.

Gary

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Best,

Drayton

About the Author

In 2003, the Chartered Institute of Marketing named Drayton one of 50 living individuals who have shaped today’s marketing.

He has worked in 55 countries with many of the world’s greatest brands. These include American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestle, Philips, Procter & Gamble, Toyota, Unilever, Visa and Volkswagen.

Drayton has helped sell everything from Airbus planes to Peppa Pig. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK’s best seller on the subject every year since 1982. He has also run his own businesses in the U.K., Portugal and Malaysia.

He was a main board member of the Ogilvy Group, a founding member of the Superbrands Organisation, one of the first eight Honorary Fellows of the Institute of Direct Marketing and one of the first three people named to the Hall of Fame of the Direct Marketing Association of India. He has also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

About the Author

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