Forum Archive Index - December 2003

["Karyn W" <karyn_in_oz@hotmail.com>]

The Warehouse are running a Xmas ad campaign - but again, they have failed 
to tell anyone where their stores are!
It is customary amongst the big chains like Harvey Norman, Sleepyhead, DFO, 
or any other large outlet that has its stores in the suburbs, to list the 
surburbs and/or street addresses of its stores in the area when they run a 
TV ad campaign.  Some chains even provide street maps, especially if they 
have just opened a new store, so that people know how to get there.
This means that all the big chains do regional advertising - ie. Melbourne 
will get an ad listing all the Melbourne stores, Sydney will get one listing 
Sydney suburban stores.
I suspect the Warehouse is trying to run a cheap national ad campaign rather 
than regional in order to save money, but really it is pretty pointless 
paying for any ad campaign that fails to get people in the doors.  Unless 
you know if there is a store near to you or not, you are not going to bother 
to go out looking for it.
Another fundamental mistake in understanding the Australian market - they 
cant even get the advertising right.  I wonder if they are using a NZ 
advertising company rather than an Australian one, and the lack of local 
knowledge in advertising customs means the Warehouse is continuing to 
misread the market and the way retail is undertaken over here.
Karyn

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