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On caviar and channel planning

There’s a trap into which many marketers seem to be falling, and many with their creative agencies’ handprints clearly visible on their backs. It’s the “Let’s do a bit of everything!” trap. Sometimes, if you spread things too thinly, often they just don’t deliver what they were designed to do. For example, take the English approach to eating caviar. It’s an almost virtual garnish on a cream-cheese and cracker canapé – barely a few grains of the stuff. The experience is all cracker and cream-cheese and no taste of caviar at all. You need the taste and smell acuity of a bloodhound. The caviar is there to illustrate that you thought of it, that you bought it, but then you spread it around so sp