Dixons: When marketing goes wrong

Posted by Dan Martin in Marketing & PR on Tue, 22/12/2009 - 15:22

Us Brits love a bit of tongue in cheek humour but any business which goes down that route in its marketing is playing a risky game.

One such company is electronics retailer Dixons. Anyone in London will have spotted posters recently all over the Tube which take a pot shot at Dixons' rivals. Encouraging customers to browse for a product in competitor stores, they are then told to buy it at the Dixons website. The campaign concludes with the slogan: "Dixons.co.uk - The last place you want to go".

I for one think the campaign is a clever one and was impressed when I first saw it. However, remove the context of the story and just display the slogan and I have a somewhat different reaction.

The blog post continues here.

To read the rest of the article you'll need to log in below

If you've forgotten your details click here for a reminder.

If you haven't got an account, it's free to set up and only takes a minute,
click here to register

Create your FREE BusinessZone.co.uk account to:

  • Access all articles in full
  • View multimedia
  • Receive email bulletins
  • Send private messages
Register now

Login

Forgotten your password?

From our YouTube channel

Anthony Lau, founder of Cyclehoop and 2009 winner of BusinessZone.co.uk's small business competition The Pitch:

For more exclusive videos, click here.

Do you tweet?

Join our social media discussion group and share your Twitter username with other BusinessZone members. Click here.

What one thing could your business not survive without?

We're putting together a list of business owners' must-haves. Tell us yours here.

BusinessZone TV

Dragons' Den judges James Caan and Deborah Meaden and social entrepreneur Karen Darby are some of the successful entrepreneurs who feature in our exclusive videos. Watch here.