Typhoo marketing ploy in hot water
In marketing, what goes down well in the office ideas pod might actually be a teensy bit dodgy in real life. Like this alleged campaign by Intelligent Marketing Solutions (the clue is in the name), who are apparently paying people to pose as shoppers and demand that Typhoo is stocked in more stores. By generating a fake demand for it, they obviously hope that sales will increase.
But, er, isn’t this all a bit dodgy? Take for example, the email from IMS to its secret shoppers:
'We have been asked by our client to contact Sainsbury’s by the following methods [email, Facebook etc] to ask why they no longer stock Typhoo tea in a specific store (the stores will be listed) and to ask if this product can be restocked. Rates of pay are £1.50 per call, with the exception of the letter and telephone assignment, which are paid at £2.50.’
The online ‘assignment’ involved stores all around the country, and shoppers were asked not to identify themselves as marketing lackeys. But the plan is now apparently on hold after the media got wind of the email.
It’s still not clear whether IMS is working for Typhoo, or on behalf of some crazy tea head who is willing to pay thousands to see their favourite brew back on the shelves. What’s the betting it IS Typhoo? After all, it tastes like pond water, and the only person who ever buys it is your gran.