Nando’s decided to hit back at broadcasters for refusing to air their latest ad by advertising in print media.
In response to the negative feedback that the franchise received this past week, regarding their latest TV ad being banned because of fears that it might incite xenophobic attacks, Nando’s decided to go the print route and detail the actual advert scene by scene.
It’s interesting to note that while the ad has been banned on TV, the online version on YouTube has over 408 000 hits. In the past, Nando’s has caused controversy regarding their ads. You can read more on Controversial ads upset world leaders and Santam calls Nando’s bluff.
Is Nando’s losing their focus in terms of selling their products and not focusing on causing controversy? Is the strategy working for them? Or will they lose out in the long run?
According to founder of Brandnew Marketing, Tammy Lederle, Nando’s adopted a satirical advertising stance which has resulted in the brand receiving more exposure than what they pay for. “Whether the heated debates, immediate banning or political upheaval their strategy attracts sells them more chicken, I don’t know. I would assume that they would have ditched the strategy years ago had it been at all detrimental to their brand, and so I can only assume that it works for them, both from an awareness and bottom line perspective,” says Lederle.
As affirmed by Lederle, the key is to focus on and highlight what you’re best at, and what you believe makes you special and different from your competitors. “As an agency which has seen the need to expand into a variety of services, the challenge for Brandnew Marketing has been to ensure that we don’t become the master of all trades, and the jack of none. You attract interest to your brand when you present it in a way which resonates and relates to the person you would like to be talking to, in a way which doesn’t try too hard. The other way, which Nando’s has embraced, is to cut through the clutter completely and create such a stir that the audience can’t help but hear or see them, whether they need or like their product.”
Four ways for an organisaton to make sure they don’t lose focus regarding their core business when it comes to marketing and advertising.
1. Focus on and highlight what you’re best at.
2. Be specific in what you are selling, whether it’s an emotion or a product
3. Be relevant at all times to your market and audience.
4. Don’t try and please everyone. Know your market and focus on them. It’s better to create loyalty among a group of people who buy into your brand and for them to convert others, than for you to try and appeal to everyone.