So… Noel Leemings, one of NZ’s biggest electronic retailers, hired Erin Brokovich to front  a marketing campaign for them.

Readers of the NZ herald newspaper said;

“Customer service is non-existent,” one reader wrote while another described visiting the store as “possibly the worst shopping experience one could have”.

Obviously there was a good case to look at their image. But to hire a big name, spend lots on a marketing campaign and then make ads that say… well bugger all really…. that’s not marketing.

Words such as authenticity, relevance and personalisation are important when marketing in this day and age. This particular campaign utilised none of them 0/10 guys….

Ben Kepes

Ben Kepes is a technology evangelist, an investor, a commentator and a business adviser. Ben covers the convergence of technology, mobile, ubiquity and agility, all enabled by the Cloud. His areas of interest extend to enterprise software, software integration, financial/accounting software, platforms and infrastructure as well as articulating technology simply for everyday users.

  • I must admit I couldn’t believe Brokovich would get involved in this ill-fated endeavour. How could she possibly know what the average Noel Leeming customer experience is like? Great if they are making an effort on environmental sustainability but I wouldn’t exactly rate the appliance vendor as a paragon of virtue in the after sales and service department. I bet they will pull the ads. To quote their somewhat more esteemed competitor, “it’s the putting right that counts”.

  • Yes indeed – I bet Alan Martin is spinning in his grave…

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.