I just bought a pair of shorts. Puma ‘essential workout shorts’ to be precise. I don’t think I’ve ever purchased a Puma branded product before, although I was aware of their brand. Puma are well known but the only reason I chose them was that I was looking for shorts, and their local outlet store had a sale on when I walked past I the mall.
Now that I’ve made my first Puma purchase, the likelihood of be being loyal to the Puma brand in the future is very high. Not because the product was cheaper or better than their competitors, although the price was good due to the sale.
Not because an attractive and successful athlete endorsed them, or because they give 5% of all their profits to the crippled outer Galapagos tree frog foundation.
I’m am now converted to the Puma brand and products because I am part of the 4%.
We’re constantly bombarded by brands. All vying to be the ones we think of when in need of a left handed can opener, or leather pouch for the nose hair clippers. I’m probably not a typical consumer, but I’m sure I’ve purchased at least a couple of other ‘branded’ clothing items in the last year. Neither of those purchases were vaguely memorable for me, and without searching my closet I can’t even recall the brands.
The thing that has made me want to talk about Puma is their Swing tag. You know the annoying bit of card you chuck away as you unwrap your shopping. Put some technical stuff on there about amazing fibres 10 times the strength of steel, yet able stretch to over 5 times their length while breathing like Indian cotton. Right?
In this case, wrong.
Some pimply marketing intern at at Puma went to a lot of trouble to convince the brand managers in their proverbial glass tower that only 4% of consumers actually read the swing tags anyway, so you might as well target them to those individuals who bother to read all the nitty gritty.
And how do I know this mythical 4% figure exists? Click on the image at the top of the article, it’s the inside page of the swing tag.
When I buy a product and the tag or documentation tells me what I expect, I quickly forget the purchasing experience. Puma clearly understand and apply what online advertisers have known for some time. Consumers are blind to advertising.
There is absolutely no point in trying to advertise to someone once they have the product in their hand. The barrage of media based advertising, on line advertising, emailed Spam and all the public space advertising has desensitised consumers to the point that they simply block out conventional advertising.
Puma’s tag was witty, and fun to read. I like the fact that such a large company pokes a bit of fun at itself, and doesn’t take themselves to seriously. Next in need of some clothes that look more active than I am, Puma is top of my list.