Do we use too many clichés in automotive marketing? - The days of the BOGOF are numbered

All of the clichés that we proudly say we never use in the automotive sector, were all once some clever-clogs' brilliant phrase. We proudly say we never use clichés when doing automotive marketing, but sometimes we all slip into using that, oh so catchy familiar phrase. Let's be honest, at the end of the day, basically we could talk in cliches 24/7!

In his article entitled 'At the end of the day, we use too many clichés?' James Clarke quoted a poll in which people were asked to name the cliché that irritated them most. The collective worst was: "At the end of the day". They also hated "very unique". (One cannot qualify that word - a thing is either unique or it isn't.) While the overused word "basically" was also slated. The cliché that irritated James Clarke the most was when a politician says "Let me be honest." Ha! He also bristles when he hears "at this point in time", "24/7" and "9/11". But let's be honest (aaagh!), clichés start life as cute, succinct phrases.

So how about "Bogof" which can also be written: "BOGOF"? It sounds vulgar, but it means an offer of a free product providing you buy a product of the same type - from the phrase: "Buy one get one free".

A good example is the National Tyres BOGOF ad. See it on Boxspots.com

But is this the end of the road for the BOGOF?

Marketers might soon be unable to use 'Buy One Get One Free' sales promotions under the new EU Unfair Commercial Practices Directive that comes into force in May. The Institute of Sales Promotions says the BOGOF will be outlawed, and marketers will have to position such promotions as 'two for one'.

However, the Incorporated Society for British Advertisers and the Advertising Standards Authority are doubtful that the Directive will restrict the use of the word 'free' in these types of marketing campaigns. (Marketing Week, 6 March 2008, p10)

No doubt this would delight supermarket pricing campaigners who hate the way that supermarkets operate, especially the marketing gimmick of BOGOF. They argue that as we all eat too much, in the West, and that the idea that you buy one food product and get another one "free" makes us greedy and wastes food. They reckon that if the supermarkets really wanted to entice us they should simply reduce prices and stop BOGOF.

But, what does that all really mean for automotive marketing? Well if we are looking to entice customers in a competitive market we might soon have one less ‘trick up our sleeve' and we'll need to find other ways to get the next customer through the door. Good grief -  we might even need to focus on customer service!

If you want to find our how The Bridge can support you with automotive marketing then Contact us today or call 0845 2581300.