MortarBlog

Although widely regarded as "tacky," the UK-based Ratners chain of jewelry stores shops was nevertheless extremely popular with the British public. That was until Chairman Gerald Ratner’s now famous speech at the UK Institute of Directors in April 1991. During which, Gerry muttered this now-famous phrase:

“We also do cut-glass sherry decanters complete with six glasses on a silver-plated tray that your butler can serve you drinks on, all for £4.95.
People say, "How can you sell this for such a low price?"
I say, because it’s total crap."     

Not content with that remark, he went on to say that some of the earrings were "cheaper than an M&S prawn sandwich but probably wouldn’t last as long."

The speech was instantly seized upon by the media leading to an estimated loss of £500m ($1bn) being wiped from the value of the company.  Hardly surprisingly, Mr. Ratner, was given the boot some 18 months later, and in 1994 the Ratner name was expunged from the company, which has since been renamed Signet Group.

Even today, Ratner’s gaffe is still famous in the British Retail industry as an example on the value of branding and image over quality. Such gaffes are now sometimes called "Doing a Ratner," and Ratner himself has acquired the sobriquet "The Sultan of Bling."

Ratner has said in his defense that it was a private function which he did not expect to be reported, and his remarks were not made seriously.

Read more on Wikipedia. Thanks to NPR for bringing this to our attention.

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Does domestic-arts maven Martha Stewart have the power to steam-up the DIY crafts industry?  With her high-profile media businesses feeling the strain of advertisers migrating to the Internet and declining audiences for daytime TV, Martha has launched a new line of more than 650 products for scrapbook enthusiasts. 

While bottles of glitter and colored markers may not bring the dowdy crafts industry the reportedly sexy makeover intended, perhaps she should focus more on breathing new life her icy on-air personality.  For now, she’s facing stiff competition from spunky spitfire Rachael Ray.  (We looked up the status of her current feud with Ray, and pulled up this old gem from TMZ.)

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I cannot count how many times I see the word "green" in the media.

Green this. Green that. Green homes, green food, green cooking, green campaigns.

This environmentally conscious topic is a classic example of the power of PR and its ability to initiate and control an entire trend – turning everything (businesses) and everyone (consumers) green. The public relations and marketing industry is the biggest voice behind environmental awareness and is spreading the word any which way it can to reach all sorts of consumers.

Seriously, PR and advertising is the only industry that can take a serious topic like global warming, turn it around, add a twist and make it sexy. Voilà!

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We’re tempted to say that this signals some sort of awful decline in our civilization but, rather than focus on the negative, we’ll just say that we’re glad it’s not the Governator in this picture. From the Washington Post via Gawker. And, yes, the photo credit is THAT Valerie Bertinelli.

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Good Day, Sir or Madam. We represent the Mortar Advertising Agency, of San Francisco, California, U.S.A. Are you experiencing the shame and pain of inferior advertising? Do your competitors kick sand in your face? Why not gamble a click and let Mortar turn your brand from “chump” into “champ”? Yes, ladies, Mortar now has Powerful Scrubbing Action. It’s lemony-fresh. It’s got a smooth taste that goes down easy and works every time. Especially when you’re having more than one. So come on up to Flavor Country. When you take the ’07 Mortar out on the highway, you’ll feel the power of her 100% American-made Dyna-Glide transmission and wonder, “How many licks does it take to get to the center?” But we won’t tell you, because it’s an Ancient Chinese Secret. A secret strong enough for a man. A man who brings home the bacon. Fries it up in a pan. And takes that delicious pan-fried bacon out for a night on the town it will never forget. Because it’s morning in America, folks. And out there, somewhere, is a man with a pocket full of bacon. He’s fallen, and he can’t get up. Sorry, Charlie - you’re soaking in it. Because when it absolutely, positively has to be there overnight, we wear short-shorts.

Now, more than ever. 

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The latest from the oh-so-thin Thai’s. First seen on Adrants.

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Mother’s Day ads. Brings to mind flowers, candy, jewelry, foofy pampering stuff… But that’s not what I want. Not one bit.

Don’t give me candy to make my waist expand even further. Send me no flowers that last a few days at best. And even though jewelery won’t wilt or make me fat, I don’t really wear much of it. And don’t get me started on pampering.

Since I am a Working Mom, my pampering time is almost nil; by default, I usually take
care of myself last (I am at the bottom of the totem pole below my
preschooler Nora, my uber-industrious husband Dell, and
Otto, the family English Bull Terrier).

Now, a new cell phone would be great, since mine is getting tired.
Or a new laptop to help me keep track of the family calendar and sundry
needs. Or Tivo (I know - are we the only household in San Francisco that owns a TV and doesn’t have Tivo?). Give me technology tools to help me make our collective lives better.

MarketingProfs is speaking my language in this article entitled "The (Shiny and New) Way to a Woman’s Heart" by Marti Barletta, author of PrimeTime Women: How to Win the Hearts, Minds, and Business of Boomer Big Spenders (Jan. 2007), and the founder and CEO of consulting think-tank The TrendSight Group. Marti insightfully writes:

"Guys, listen up… the way to a woman’s heart is not through these traditional ‘feminine’ gifts. What’ll really make her swoon and sigh is sleek, metal, shiny, and fast—women want the latest and greatest consumer electronics and have the hots for high tech, just like men."

Consumer Electronics Association (CEA) states that women buy 57% of consumer electronics, and according to Best Buy, women influence 90% of consumer electronics purchases. In fact, in 2004, the CEA started its annual "Technology Is A Girl’s Best Friend" campaign and awards program, which gives awards in eight product categories for excellence in marketing-to-women.

Marti goes on to show some hits and misses on marketing-to-women in the article, and here’s a prime example of a hit (coming from a "real, not ideal" woman, I can totally relate to this ad):

"My favorite consumer electronics ad comes from Epson.

This ad is chock full of examples of marketing-to-women principles:

* "People power"—Women are hardwired to respond to people as the most important and interesting clement in life. Focus on the prospect, not the product.

* "We not me"—Women are the family "memory keepers," and they look for ways to create experiences where everyone can have a great time.

* "Real not ideal"—Women respond better to advertising that features real people, real situations, real product usage, and real reactions. This ad is genuine, and the people in it look like they could be my next door neighbors."

Thanks Marti for writing this article. Who knows, maybe I will get a cell phone for Mother’s Day instead of a bouquet. And if I don’t, I will just go out and buy it myself - Word from Da Muddah!

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We don’t mean to keep picking on W+K. We actually think they do some of the best work in the industry. But this time, we can’t help ourselves. Irony…pulling…must resist…must fight…can’t!
We’ll make this quick: If you’re going to start your ad with the line “Thank you, ignorance,” you might want to proofread it. Can you find the typo? (Sorry the image is so small. The full-size version has mysteriously disappeared. Coincidence? Perhaps.)
Since we’re givers here at Mortar, we’re providing a link to Lynne Truss’ incredibly helpful Eats, Shoots & Leaves.  If the sweet sting of her punctuation discipline doesn’t cure you, nothing will.

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Bewigged gals from the strangely named SF blog, The Mayor & The Hair evidently decided they weren’t getting enough attention (links) and upped the PR ante by pouring drinks over blogger Dean from gavinsucks.com at an SF blogger gathering last night. This entry, along with the umpteen million others, proves that their strategy worked. And also that people in SF don’t have a whole lot going on in their lives.

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