In my first book on email marketing published in 1998, titled “They laughed when I sat down at the keyboard, but when I began to email…” I made a couple of predictions.
One was that manufacturers would use their packaging to direct customers to the manufacturer’s website to build a database of customer data. These manufacturers would then use email to take their websites directly to the customers and use embedded e-commerce to sell directly to them. The second prediction was that the manufacturers would redirect their advertising funds from mass media to email marketing and database management.
Unfortunately, the technology we were pioneering – streaming video emails with embedded e-commerce links – became vulnerable as vehicles for introducing viruses, and only lasted a short time before being eliminated forever. But manufacturers have developed databases and now use email to sell directly to consumers. Wisely though, they continue to use mass media to build and maintain brand value.
This leads me to the recent rise in ubiquity of QR Codes that I wrote about in my previous article. It seems my last-century prediction has come true but with a sinister twist – at least in the cosmetics category. I’ve yet to research other categories and welcome any examples you may have dear reader.
Here is how manufacturers are using QR codes to steal customers from a retailer distributing their product, and push the sale to a competitor or to the manufacturer’s own online store.
This case in point is a highly successful Australian retail pharmacy that stocks brands such as Revlon, L’Oreal and nudebynature, yet is having sales stolen directly at Point Of Sale.
The brands have introduced QR codes at the counter to promote virtual mirrors or look-books so retail customers can inspect the products in use, or learn more. But here’s what’s really happening:
Here is Revlon’s QR Code to try the virtual mirror:
Here is the landing page:
And here is where you can link to from the landing page – directly to an offer from a competitor:
Her is the L’Oreal QR Code at Point Of Sale:
It links to a tool to trial the lipstick shades. Here is the landing page:
Here is the page after the ‘Tap & Try” link disappears:
And here is where the ‘Buy Online” link takes you – again directly to a competitor:
This is obviously good business if you’re Chemist Warehouse, but not if you’re the incumbent pharmacy paying to stock and promote the cosmetics in your retail store.
Here is the nudebynature QR code:
This opens a look-book:
Click on the logo and you link to the nudebynature website:
Clicking on the “Shop Sale” button links to the e-commerce page where the customer can buy direct at a special sale price:
I have no idea if this is planned surreptitiously, but it certainly smells on the nose. Using QR codes to stealthily switch customers from the retail store in which they are standing, to buy online at a competitor, or directly from the manufacturer, does not pass the pub test.
It feels dishonest and certainly not in the spirit of a good partnership between manufacturer and retailer. If this continues I suspect retailers will simply refuse to allow QR codes at POS, unless the codes link to the website of the retailer in which the customer is physically shopping. This is a shame as QR codes can add value to the shopping experience.
If you have any thoughts or examples please share them. I’m curious to learn if this practice is widespread or just getting started.
I’m off to sort out another service hassle at the Telstra store and consider buying a new phone – I wonder if there are QR codes on their displays???
This ridiculous email arrived in my inbox this morning from Dropbox – the highly successful digital equivalent of the storage sheds you rent to store your excess junk.
The sender is <email@example.com> – this is a cardinal sin when sending emails for marketing purposes. If you are communicating personally and directly to an individual, then you need to identify yourself and give the recipient an option to reply. It also creates distrust for the sender’s brand.
In email marketing the rule of thumb is simple: The “From Line” gets your email opened, while the “Subject Line” gets your email deleted.
Your recipients ask themselves “do I know the sender?” If they do they look to the Subject Line to see if the message is relevant and worth opening. If the Subject Line is relevant and persuasive, they will open the message. If they don’t know who is sending the message, or if the Subject Line is irrelevant, they delete without a second thought.
The Subject Line from <firstname.lastname@example.org> reads “are you ready to pivot?“. This message is wrong in so many ways.
Firstly, a headline should never ask a question where the answer can be yes/no – because so many of the recipients will answer “no” and delete your message without further thought. If you are going to ask a question, ask a rhetorical question – just as any good salesperson would when selling face-to-face.
Secondly, I’m not a ballerina. Why do I want to pivot? This is one of those buzzwords created by the cyber-hustlers who use a jargoniser to create fake words/meanings to try and position themselves as having some special secret sauce for marketing success.
Here is the Websters Dictionary definition of pivot:
When someone uses the word “pivot” in a business context, what they mean is you should continue to do what businesses have done since the invention of business. Adjust and refine your business according to market conditions. This is not new – it is common sense. Businesses have always created new products/services to grow their businesses, otherwise they don’t stay in business.
There is no need for a jargoniser to create a new word for an existing business practice. Here is an example of an extraordinary business response by a pie purveyor to the current pandemic. He didn’t need a buzzword to act.
But back to the email from <email@example.com>. I opened it to see what to do if I was ready to pivot.
The headline is a glib generalisation about the bleeding obvious: “The best teams know how to work together, does yours?” What business continues in business if its staff don’t cooperate? Why assume my team may not be working together?
Then this gem is offered: “With the right mindset — and the right tools — any team can thrive in this new digital world“
Am not sure how a team has a mindset, but I thought in any world, individuals with the right mindset and right tools would thrive. After all, who would try to thrive with the wrong mindset and wrong tools?
Now I’ve only been working in digital marketing since 1995 (it’s 26 years this year since I ran my first online marketing seminar). At what stage does this “new digital world” stop becoming new?
And why would I believe a digital storage shed could help me? By the way, the response button “Explore Dropbox Plans” is a link to the fees charged by Dropbox to store stuff. There is no “reason why” I should use Dropbox – What’s In It For Me?
Given I am already a customer, there is nothing to explain why I should consider upgrading or changing my contract with Dropbox.
Sadly, these types of emails invade inboxes daily – usually written by a digital or content marketer who has typing skills, not copywriting skills, because hey “everyone can write” right?
In case you’re wondering, there was no signature file in the message, but given the email came from <firstname.lastname@example.org> that’s not really surprising.
Even more frustrating is the fact that email marketing has been around for more than two decades, yet these fundamental errors continue to be made. There really is no excuse for such amateurism, particularly from a successful organisation like Dropbox.
Gotta go now. I have to see my chiropractor after I injured myself practicing my office pivots…
Like many of you in 2020, I attended virtual versions of events originally designed for conference venues. The worst part of this forced process was enduring the events on conference call technology that was not designed for running events online – Zoom, Teams, Skype et al.
I also had to teach university classes using Zoom and Teams – these are definitely not media designed for teaching, let alone learning. Talking to screens with cameras switched off is painfully difficult.
These stop-gap measures were forced upon us due to the pandemic. Companies scrambled to keep scheduled events going (and not lose revenue) by migrating them to conference call technology – known affectionately as a phone call with pictures. It became immediately obvious the video conference technologies were no substitute for the real thing – a conference centre with staging, speakers, catering, exhibitors and delegates you could mingle with face-to-face over a drink.
But if you’re considering a repeat performance for your annual event in 2020, using a phone call with pictures, you’d better rethink your plans. The forced 2020 solution will not cut it in 2021.
Organisations have no excuse to force delegates to attend an online event using conference call technology. They’ve had 12 months to move on from the emergency option and must now invest in professional event platforms designed for engaging your audience, speakers, exhibitors and sponsors.
I’ve trialed a couple of technologies, there are many and varied suppliers. e:volve by Synergy Effect offers all sorts of options for fully online virtual events or hybrid ones simultaneously combining delegates at a venue and with those attending online.
The immediate benefits will make you reconsider what’s possible with online events:
Unlimited options for virtual stages and backgrounds
Whatever you can imagine can be created
Stream speakers live from anywhere in the world
Integrate face-to-face audience with virtual audience
Conduct live Q&A between delegates and speakers wherever they are located
Checkout the demonstration video below
You can even run a live online Awards Event linking presenters and award winners in real time:
I’ve also attended a webinar using the ON24 platform, which is a much better webinar experience than the standard technologies.
So, if you want to do the right thing by your delegates, guests, speakers, sponsors and other stakeholders, invest in a decent online event service. You might just surprise yourself at the results.
And you’ll be pleased to note I didn’t use the jargoniser and mention “the new normal“.
But I have to go now – I have a Zoom meeting to attend…
Today, I conducted a small experiment on two social media channels – Facebook and Instagram. I simply scrolled for a couple of minutes on each, capturing screen shots of the advertisements posted in my feed.
I work in and teach marketing, do research on marketing stuff and speak about marketing near my smartphone, so the advertisements in my feed are mostly about marketing services or similar – sad but true. As you know dear reader, both these social channels are owned by the same organisation, so a number of advertisements appeared in both channels.
If ever there was irrefutable evidence of the destruction of marketing industry’s credibility, you need look no further than what appears in my feed. The advertisements are brought to me by those who come from the digital school that preaches “How to get rich online, by telling others how to get rich online“. There were so many, this story could be a three-part series.
Here is but a small sample:
This fake marketer is using a paid advertisement (excuse my tautology) to con suckers that they don’t need to pay for advertising to land clients. I suppose he is also a fisherman, hence the use of ‘land’, instead of ‘acquire’ or “get new”? It seems he’s out of his mind – and it definitely needs changing. Please leave the industry now.
Here’s another one. An advertisement on Instagram claiming you can sell products on Instagram without ads. And not only do you not need ads, you don’t need an audience to sell to or any marketing experience. Making money requires no skills apart from, well, nothing but replying to this ad. Mind you, this ad costs the advertiser money to advertise their message about how to make money without spending money. Bloody hell.
Do they really believe people are completely stupid? Or maybe they are happy with stupid customers, or random monkeys tapping keyboards, given their criteria for customers? Please leave the industry.
Jeff Bezos once famously said “Advertising is the price you pay for having an unremarkable product or service.” and yet Amazon is now the world’s largest advertiser ($11Billion PA) shunting P&G into second place.
A brand automation tool – amazing stuff. Just press a button and brands are automatically created? Does Coca Cola just hit the Brand Automation Button and go to lunch because the brand is now somehow automated and generating a profitable ROI? What does this headline mean? At least the subheading says “Join the Brand Automation revolution” not “Join the Brand Automation conversation”. But seriously folks – they want marketers to believe their brands can be automated – this defies all logic and demonstrates it was written by a digital typist not a copywriter. Leave the industry now.
Read this headline aloud – “The 2.0 100 viral content templates“. And they trademarked them!
I suppose if you’re selling templates you want those template messages to go viral, as by definition, you’ll sell more. But selling templates is a limited market and as most marketers know, there is very little linkage between “going viral” and sales. Most of what “goes viral” is simply chewing gum for the brain, with very little engagement or commerce involved in the process.
And usually it’s the content within the message that is the reason the message “goes viral” – if the template was the reason for virality, then every social media advertisement would “go viral”. That’s because all social media advertising is produced in a template – including this one. Advertisers are restricted to the same size image space, same character count and same location for the text and images.
This has created the unconscious habit known as banner blocking as the design of the advertisement signals to the viewer “this is an ad” so viewers unconsciously ignore them.
If I believe this “advertisement in a template” all I need to do is put content in one of the templates and it will “go viral” – whatever that means. So just dump a bunch of lorum ipsum into a template and sit back to witness the virality and the money appearing in my bank account?
Personally I’d rather know what type of content to put into a template to make it go viral – and I suspect this “advertisement in a template” has yet to reach pandemic-spread levels. Leave the industry now.
I have no idea why you would post such a distorted image, let alone lead with an irrelevant headline that doesn’t relate to the image. Readers expect headlines and images to relate to each other. The reason is simple – it’s how we’re taught to read.
For example, a picture of a dog, with the word ‘dog’ underneath it. A picture of a cat with the word ‘cat’ underneath it. It’s in our DNA to look at an image and link the caption or headline. But this advertisement does nothing of the sort.
Then the dead giveaways appear confirming this was written by a cyber-hustler. The first giveaway is the Use Of Capitals To Start Every Word In The Headline. The next is the use of the jargoniser to add buzzwords for alleged credibility – in this case it’s the buzzword hack – as if a hack is something special, for no other reason than it’s called a hack.
The other is the zero cost to do do something ‘secret’ that those who make $Billions don’t want you to know. It’s always $0 and only available through this special member of the “priesthood of marketing secrets” who out of sheer generosity wants to share it with you.
But there is a catch – you have to pay for the new $0 marketing hack if you want to use it. Please, please leave the industry now.
Once again, the first giveaway (Use Of Capitals To Start Every Word In The Headline) shows itself immediately. The ‘&’ is also a giveaway. I find this fascinating. How come no legitimate expert in the world of B2B sales and marketing has every written or run a training course on how to do what you are paid to do as a B2B salesperson – get some sales?
The sales training category must be bereft of education materials, so thank goodness for Hubspot – which I believe has one of the largest outbound telemarketing departments in the world of software marketing. Sorry, I meant to say “martech” – forgot to use the jargoniser. The company uses telemarketing to sell software that is supposed to automate the selling process, so you don’t need telemarketing – go figure.
For those who don’t know, Hubspot was made famous in Dan Lyon’s hilarious book Disrupted – Ludicrous misadventures in the tech start-up bubble. Hailed by the Los Angeles Times as “the best book about Silicon Valley,” takes readers inside the maddening world of fad-chasing venture capitalists, sales bros, social climbers, and sociopaths at today’s tech startups. It’s a great read by the way.
And the hilarity is real. This advertisement uses the jargoniser to create a TLA for ABM. That’s a Three-Letter Acronym for Account-Based Marketing. Back in the dark ages of mid-last century, the term Account-Based Marketing or Account-Based Selling was invented. It was used to sell mainframe computers and other office and industrial equipment to major organisations and government. The sales teams were divided by market segment, or account type. For example, government or education.
So why use a jargoniser or TLAs to allege special skills are required for a business process that is about 70 years old? If you believe you need to reinvent the name of a process that has hardly ever changed – people selling to companies, assisted in some way by technology – then please leave the industry now.
Analogue tactics rule
The really interesting thing about the cyber-hustlers is how so many of them want you to buy or download a book to discover their secrets. That’s right folks – that old-fashioned analogue thing called a book. You can buy one and have it printed by a publisher and mailed to you, or you can download it and print it yourself.
Curiously, most downloaded books never get read online and even less are printed and read. The sheer act of downloading the book satisfies the respondent they are doing the right thing, then life gets in the way. Because the book isn’t physically sitting in front of them waiting to be read, the downloaded version gets ignored. But some SaaS expert will attribute value to your download and tick-off an achieved task on their KPIs.
The first 20 years of the 21st century are sadly being remembered as the decades that the cyber-hustlers and fake marketers destroyed any semblance of respect for the marketing industry. Even sadder is the glib acceptance of them by the industry. Why are we so intellectually and morally lazy?
After all, if Twitter will put fact-checking messages on Trump’s Tweets and Facecrook will remove fake content, why don’t these platforms protect us from fake marketers?
Have to go now, I’ve been asked by a young digital marketer for advice on how to become a thought leader without any expertise – now there’s an idea for a book…
To say the world has gone mad in the last couple of months is an understatement. People stabbing each other in supermarkets while fighting over toilet paper, food hoarding on a scale that assumes a ten-year apocalypse, and most recently, seemingly sensible intelligent adults struggling with the concept of working from home.
Fisticuffs in aisle 3…
From some of the comments I’ve read, you’d think people have been asked to solve the vaccine for COVID-19 from their kitchen, rather than do what they do on a computer most days, except in their home, not their office.
I declare inside knowledge here. I’ve been working from a home office for most of this century. I said ‘most of this century’ because it sounds even longer than ‘the last two decades’. In fact, I have worked from 5 different home offices in that time. Though to call some of those offices a ‘home office’ is stretching the truth. In a couple of cases, they were just desks in the corner with my computer on them.
My current purpose-built home-office accommodates my bride and myself. We work in two entirely different businesses and are seated at a comfortable 6′ of social distance. We’ve been socially distancing from each other for years, so to speak. We hardly speak to one another during the day and neither of us wears noise-cancelling headphones. We just get on with our business, blithely ignoring one another.
So given my expertise in this matter of working from home, I thought I’d share some tips to the virgin home workers out there who have been caught on the hop by COVID-19.
The first rule is quite simple, and it will help when you start to use video calls more frequently: Trim your nose hair!
You can see evidence of home-based conference-call virgins making this mistake every day on TV. A news presenter crosses to someone talking into their Skype or whatever app they have on their laptop. Inevitably the ‘correspondent’ talks into their computer’s camera looking down into it and close up – just to make sure they can be seen. This results in everyone who is watching the program staring straight up into the dark reaches of the speaker’s nostrils – and it is not a good look at all, ever.
Don’t sit too close to the camera…
Organise your camera so you are talking directly at it or slightly up into it, particularly if you are talking at close range.
Start your day with a routine, as if you are going to work at your office. One executive I know starts his day the same as always. He showers, eats breakfast and dresses for work. He hops in his car, drives down to his local cafe and buys a takeaway coffee, then returns home and walks into his office as if he has arrived at work. Even hangs up his coat.
In my household, I do the drop-off to school or bus stop, while my bride takes the dog for a walk. On return, I grind the beans and make the coffee. We have a quick chat about what’s planned for the day and then go to our desk, or head off to meetings. We both dress smartly, as we have clients come to our home for meetings, as well as couriers delivering parcels.
We eat lunch separately as we have different dining habits. If one of us is heading out we check deadlines so we can manage the afternoon shift of teens arriving home. We shop daily rather than a big weekly shop, as it provides a social opportunity to get out of the house.
The teens are told not to enter the office during business hours as we are working. They generally stick to this rule unless they need to use the printer or have a homework question.
When our teens were toddlers we used a combination of tag-team parenting, day-care and for a short while an au pair. Curiously, the lady who managed my son’s day-care centre left to set-up a doggy day-care centre. She’s now much happier, wealthier and our pup even goes there on rare occasions – I’m obviously in the wrong business, as the doggy day-care has a waiting list.
My pup thinks she’s a big dog when she goes to doggy day-care…
One word of warning. Those friends who don’t work from home can assume that because you work from home, you are not working. They suspect you are free to do any favour they want, as they are working in an office, in a proper job. So you’ll get a call or text to pick up a child, mind a child til they get home, sign for a parcel, pick up some groceries when you go shopping for yourself, let in a tradie (and watch over them), put their garbage bins out and who knows what else?
You need to use all your diplomatic skills when these requests arrive. I call it on-the-job training and professional development in negotiation skills.
Be careful of your backdrop when doing video calls. Let’s assume you’re not sitting in your pyjamas and are dressed appropriately, then position yourself so you have a blank wall or maybe a bookshelf behind you. If you have pets or young children, lock them (safely) in another room while you’re on the call. And be wary of background noises that you may have become accustomed to, but a microphone amplifies when on a call.
As well as looking up my nose you can see my washing basket behind me…
If you don’t have a dedicated office, try to create a separate space you can leave alone, even if it’s a corner desk. You don’t want your work files overtaking the dining table and you need to have a way of shutting off at the end of the work day.
Try to keep your office space separate and tidy…
One bonus of working from home is you can generally find an hour in the day to exercise or go to the gym, or enjoy a lazy-person workout in the sauna or steam. Even better, you can go during the day when the gym is quieter, so you can be more productive with your exercise regime. Though in these current times, you may just go for a brisk walk, a run, or a surf if you live near the beach like I do.
Keep healthy snacks in reach and avoid trips to the fridge – just because it’s there doesn’t mean you need to open it and devour the contents. And yes, it’s Wine-O’clock somewhere in the world, but that doesn’t mean you pop a cork at 4pm each day, just because nobody’s watching.
It’s always Wine O’clock somewhere in the world…
Make sure you have regular external appointments and spend time face-to-face with clients, prospects, suppliers or even a coffee with a friend. Humans are social creatures by nature and like to interact with other humans. But when working from home, you can quickly become comfortable with your own company and isolate yourself from the rest of the world – only communicating via email and social channels with emojis to express yourself.
Set aside time during the day to access social media, news sites and other non-essential online distractions – and stick to the schedule. It’s too easy to ‘check-in’ on these platforms every few minutes. Before you know it you’ve wasted an hour looking at the same news and social channels you looked at an hour earlier. And nothing has changed, except you’ll never get that hour back.
Depending upon your job function, you’ll generally find you can get more done in less time working from home – as long as you minimise the distractions. And every day is ‘bring your pet to work day’ so that’s a good thing too:)
Gotta go now. It’s almost 4 o’clock and well you know, time for a…
In 2004 I ran a series of one-day seminars about online marketing with Drayton Bird, in Oz and NZ. Before the NZ leg of the tour, we were interviewed along with that doyen of marketing, Philip Kotler, by NZ Marketing magazine. Phil’s textbook was compulsory reading when I did my first marketing degree.
If only we’d realised then, what we were really doing in the new-age digital world, imagine how successful we could have become?
According to the cyber-hustlers, by being interviewed in a marketing magazine, we were practicing influencer marketing, by delivering thought leadership as part of our content marketing strategy. If only we’d known – we could have become Linkfluencers! The cyber-hustlers have so much to teach us.
Further to my last post about Woolies problems, there’s a growing belief in the marketing industry that BIG DATA is distracting marketers from the main game. Just like social media and content marketing have been driven by trend blindness, so too the BIG DATA fashion. Most marketers haven’t a clue about their small data to even contemplate making BIG DATA work for them.
Woolies was so enamored with their BIG DATA, they bought the data analytics company managing it. I have to admit, as an old Seinfeld fan, I cannot get the BIG SALAD out of my mind whenever I hear people use the term BIG DATA.
raking over the BIG DATA in the BIG SALAD…
Given their lack of financial and marketing success, Woolies is obviously yet to reap their BIG DATA benefits. I recently heard an interesting insight from one of their data executives. Apparently they are analysing people’s credit card purchases.
They discovered if you are a male who buys weight loss products for six months, you’re very likely to then purchase “adult services” once you’re looking fit and trim. This brilliant insight will obviously help the adult sex industry. Let’s see, maybe they could advertise their services on low-fat yoghurt labels, or possibly put a neck tag on bunches of kale?
Gotta luv BIG DATA – it’s sooo relevant to the average business.
But let’s not blame the current BIG DATA fashion for the “why don’t they get it?” marketing moments. While speaking at a tourism marketing conference in New Zealand a few years ago, I met Jeanette Kelly. She had spent years working in the hospitality industry. Jeanette presented a wonderful piece of research conducted by the University of Waikato.
What it revealed is a problem all too familiar in the marketing industry – a complete lack of understanding of customers by people responsible for marketing to them.
The accommodation and marketing managers of various hotels, motels, guest houses and the like, were asked what they thought were the most important factors influencing accommodation choices. Here’s what they considered the most important:
Staffing and accommodation service
Marketing and Sales programmes
Competition from other properties
Supply and demand
Events taking place in the area
The general state of the national economy
The state of the property
The customers were then asked the same question. Guess what the customers listed as the most important factors influencing their accommodation choices?
Cleanliness of the room
Quality of the bath towels and wash cloths
Quality of staff service
Friendliness of staff service
Comfort of mattress and pillow
Quietness of room
Well maintained furnishings
On-premise car parking
Level of security
As you can see – the marketers hadn’t a clue. In case you’re wondering, ‘room prices’ came 17th on the list of priorities for customers – amazing how small data can help your business.
Telstra is another brand that is out of touch because they ignore their small data. Here’s an earlier example.
More recently though, they have reached new heights – or is that lows? I have an iPhone on a plan, as I was unable to get my Samsung Galaxy to work – here’s why. Twice in the last month I’ve received an email with the subject line: “Malcolm, we have an offer exclusive for you“. I assume they meant to write: “Malcolm, we have an offer exclusively for you” OR “Malcolm, we have an exclusive offer for you“. This grammatical problem typically occurs when you use content marketers instead of copywriters to write your messages.
The offer is for a Samsung Galaxy. Personally I’d like one – as Apple is now the new IBM – do it our way or else. Here’s the email – an ad not a personal message:
Selfies make you feel more in the know – WTF?
I thought I already had a great plan?
Any sane human involved in the mobile phone industry knows the terrible psychological damage caused by trying to switch phone brands, if you use Outlook email on your desktop and want to sync your data. Even worse if you use it via Google Apps. Grown men, champion triathletes, even UFC title holders wither to blubbering wrecks, trying to get a simple transition of their data from Apple to Samsung or vice versa. It can invoke violence on innocent handsets.
I lost all my contacts because I couldn’t sync my phone…
And Telstra know this problem – particularly relating to me – because it’s recorded in their small data on my account file. It must be after the Great Samsung/iPhone Disaster mentioned earlier. So I assume given my ‘exclusive’ offer, they have looked at my account.
It is not unusual to see a total chasm between marketers and their customers. The recent Woolies debacle is typical.
Quite often what customers want and what marketers think they want, are two different things. It’s why you see so much irrelevant content in content marketing. And it’s everywhere. Here’s a recent example of a headline from a Data-Driven Marketing association:
Content might still be king but distribution is queen and she is in charge!
Yes it’s true folks. That ridiculous headline was published online – note the complete lack of reference to customers in the statement. But please don’t despair. The marketing pendulum will swing back to common sense soon, you just need to be patient.
It’s Valentine’s Day, so I thought I’d share the love with a few signs from around the world, directed at both men and women. They all communicate the same message but using different creative executions: