Former Optus CMO Michael Smith: ‘Our marketing was effective and efficient dribble’
Michael Smith talking at the APPIES in Singapore
The former CMO of Optus has said the telco’s marketing was “effective and efficient dribble” some years ago, and the brand is now attempting to reconnect with consumers through storytelling.
Michael Smith, who left Sydney for Singapore to move into the chief commercial officer role at Optus’ parent company SingTel almost two years ago, told the audience at the APPIES event in Singapore on Saturday that while Optus’ price-led marketing had been effective, it had pushed Australians away from the brand.
“Around the year 2010, we got into effective and efficient dribble. Of all of our advertising, it was the most effective. But it did nothing for the brand. Our messaging went through the floor,” Smith said.
‘After a strategic rethink and the introduction of animals to give colour to the brand in its advertising, consumers started to re-connect, Smith said.’
‘His comments came the day after Optus reported a 12.3 per cent increase in net profit after tax for the three months to the end of June, but a drop in revenue. Its owner, SingTel, saw its profit dip.’
WTF? I thought marketing was meant to drive the business outcome?
Animals schmaninals – its not working!
Did he mean “drivel” instead of “dribble”?
Or in other words, they commoditised the product and removed all need for brand.
And as they’re finding out, it;s really hard to come back from that.
My first thought, too, Teach Me.
Fact is they made a mistake by getting rid of the animals which was in some way unique in the advertising market.
For years it was said that the animals were used so the company does not have a direct connection to a certain type of person or get stereotyped so the last few years is a disappointing change and it hasn’t worked.
Heads at the top should roll over this poor marketing focus [Edited by Mumbrella for legal reasons].
Bring back the animals!!