TOTO - worth spending every penny

In complete contrast to last week’s blog on William Hill the bookmaker’s inconsistent marketing and shabby presence on the high street, this week we’re going to the other end of the marketing spectrum by featuring TOTO, the leading Japanese sanitary ware manufacturer. On visits to Japan, members of the Nae Bother team have come to appreciate the high-tech Washlet toilets with their automatic lids, and built in bidets with dryers which get you that bit cleaner, and wondered why you never saw them in Europe. With a large following in Asia and the US, the company now has ambitions to make a big impression in the European market, with the recent opening of TOTO’s state-of-the-art showroom in London’s trendy Clerkenwell, which showcases its premium range products (140-142 St. John St, London, EC1V 4UB).

With a luxury offering in the UK, TOTO’s marketing strategy so far has been to target the very top end of the market and try to gain brand recognition through various PR initiatives and its own distribution channel, namely, the stylishly branded, TOTO concept store in London. With such an innovative product line and no direct competition, TOTO will have to educate its target market about the brand’s attributes, in particular, its Clean Technology and eco credentials, as people will not have experienced anything like it before in the UK. Hence, it’s likely that we’ll also see a quirky advertising campaign in print and possibly outdoor – an approach that was highly successful for the company in the US market. Moreover, it will be interesting to see what the company does with social media, as many luxury brands feel that it may tarnish their brand. At Nae Bother we think there are skilful ways for luxury brands such as TOTO to engage with customers via social media without losing brand allure.

TOTO’s main brand association is currently with its high-tech toilets but it also produces a complete range of innovative and stylish baths/showers, along with furniture. Interestingly, the company will not be selling directly to consumers but to specialists, such as high-end property developers (Candy & Candy and Finchatton immediately come to mind), hoteliers, interior designers and architects who will then incorporate the products into their luxury projects. From a recent visit to the London concept store, we think TOTO is doing a fine job creating a positive brand experience. Every touch point with the brand gives a consistent feeling of quality - from the stylish interior of the minimalist showroom, the sophisticated and luxurious feel of the products on display, the friendly and knowledgeable staff, to the visitors’ book at the entrance – all these things leave a favourable impression of the brand. Additionally, in keeping with the trend amongst luxury retail brands to associate themselves with fine art to reinforce their quality and craftsmanship, an entertainment space in the basement has hosted art exhibitions. However, TOTO also sees its flexible showroom as a hub for creative businesses in the area, offering its meeting rooms and downstairs space for local events and exhibitions.

TOTO has shown great attention to detail with regards to its marketing mix; furthermore, it was a shrewd move to involve the journalist, publisher and pro-Japanese style guru Tyler Brûlé in the brand’s recent launch. We think it won’t be long before this aspirational Japanese brand becomes synonymous with luxury in the UK’s bathrooms: http://eu.toto.com/

William Hill is stuck in a time warp

‘William Hill’s betting shops are a familiar fixture on the UK high streets. We are the largest operator in the retail betting market with around 2,300 shops throughout the UK and Ireland, representing around 25% of the market. Over-the-counter betting and gaming machines in our shops account for approximately 75% of William Hill's annual gross win and we continue to innovate to grow the business. Most of our shops are now open for over 12 hours a day and offer real-time sports information, coverage and results through satellite links, a range of numbers bets drawn every day, and gaming machines.’

The above information was taken from William Hill’s website and all sounds quite impressive, as you would expect from the largest player in the market; however, with the increasing popularity of online betting the traditional bricks and mortar distribution channel is under attack. To maintain their number one position, as part of their marketing strategy, you would imagine that William Hill would have invested in all their shops to create a favourable image for the brand with modern, attractive shop windows to entice punters inside. In the above paragraph, one of the key words mentioned is ‘innovate’ – it’s all about consistency and attention to detail when it comes to successful innovation, or your brand will be hurt. They may be open 12 hours a day and have invested in all this real time technology but maybe they should have spent some money on their shop windows. We couldn’t resist taking this photo of their shop in Putney, London.

How long ago did Andre Agassi sport that ridiculous, bleached mullet and Alan Shearer play for Blackburn Rovers FC? When did Sharp sponsor Manchester United and Sally Gunnell win Olympic gold? Answers on a postcard please to Nae Bother! Come on William Hill, you’re letting your team down with such a dated window display which is stuck in the early 90s. You need a consistent brand message.

Forth Railway Bridge as Unesco World Heritage site

Opened in 1890, the beloved Forth Railway Bridge is one of the engineering marvels of the world. We're rather biased at Nae Bother but we'd love to see this Scottish icon succeed in beating 37 other nominated UK sites for possible inclusion in the Unesco list, alongside sites such as the Pyramids and the Great Wall of China. In marketing it's all about differentiating yourself from the competition, so here's why we think it should succeed in its bid:

1. It is currently the longest cantilever bridge in the world for rail transport and the first bridge in Britain to be built of steel. A superb engineering structure with great beauty, it gives the Eiffel Tower a run for its money.

2. Like the Scots people, it's solid, reliable and a trusted friend. It won't let you down and has been around since 1890. They don't make bridges like this any more so we should treasure it.

3. It has that wow factor with its rusty colour and soaring cantilevers; although, like all good things in life it's high maintenance!

4. On the international stage it has existing brand equity and is easily identifiable as that Scottish landmark.

5. It constantly adds value to people's lives, not just for its beauty but for its functionality - every day people are transported by train through its arches between Fife and Edinburgh.

We'd be delighted to hear people's views. Not sure if this is feasible, but we could imagine a bridge climb like the one in Sydney http://www.bridgeclimb.com/ being a great tourist attraction.

Nae Bother SW19 marketing awards

Sadly it was another year when Andy Murray came so far and failed to win the Wimbledon Championship. As the Wimbledon fortnight comes to an end after glorious weather and with the new centre court roof never being used, who are the winners and losers when it comes to marketing? Here are the Nae Bother SW19 marketing awards:

• Misguided ambush marketing award- this goes to Asda for taking over Southfields tube station with its very unimaginative ‘in your face’ campaign around strawberries with its obvious association with Wimbledon. Occupying the lower end of the supermarket sector, most of Asda’s target market won’t be attending Wimbledon, so not sure what the thinking was here. I could imagine Waitrose benefiting from this type of campaign.

• High street bank not prepared to give up sports sponsorship award- HSBC kept a high profile at the Championship as the official banking partner. By sponsoring the infamous queue for tickets, among other things, the bank created a unique brand experience for fans which also involved getting your photo taken. One could argue this is a bit much coming from a bank after the banking crisis; however, HSBC did not need to be rescued by the UK government and it’s extremely important to maintain a presence at high profile events and reach new customers.

• Niche targeting fast food vendor award- the Kosher stall pitched in front of HSBC marquee wins the award hands down.

• Restaurant award- this has to go to Maison St Cassien café in Wimbledon Village for the great PR in the Evening Standard and other media surrounding Andy Murray and his daily lunch of two large chicken baguettes for £15. The Village is awash with lots of upmarket French café chains, so this exposure must have been particularly satisfying for this independent Lebanese and Mediterranean restaurant.

• Most refreshing official supplier award- Evian wins this award for adorning Wimbledon Village with tastefully positioned flags above the retailers and restaurants, and other outdoor advertising close to the AELTC featuring Maria Sharapova.

• Pop up shop award- near Southfields tube station en route to the AELTC, Adidas took over local shop for the duration of the tournament and rebranded it, placing an eye catching, life-sized, cardboard cut-out of Andy Murray at the door and filling the shop with lots of Adidas merchandise.

• Lowering tone of neighbourhood award- it’s not only local houses getting rented out to players and officials - a driveway en route to the AELTC was apparently the perfect spot for a burger stall. I’m sure the neighbours really appreciated this enterprising local hosting a fast food stall on their doorstep with its lovely odours.

• Does any player actually use that official product award?- this must go to Robinsons as the official still soft drink since 1934. What they’re best known for is their barley water but has anyone actually seen a player drink it since Virginia Wade won in 1977? We always feel sorry for the lonely, untouched bottles on the show courts! Actually, most top players seem to have adopted a BYO policy with Andy Murray bringing along a plastic bag full of a rather disgusting coloured liquid.

• Crap merchandise award- the official Wimbledon shop wins this hands down for its dated and unfashionable, branded clothing and accessories in pastel colours. Does anyone actually buy this gear? What a wasted opportunity to increase Wimbledon’s brand equity. It's all very ironic given that stylish Ralph Lauren has been the official outfitter since 2006.

Good luck to Andy in the US Open and let’s hope he manages to finally win Wimbledon next year - Nae Bother big man! The Maison St Cassien café will definitely be pleased to see him back.