If you'll pardon the lame ass Poison (as in the glam band) reference there, if you were hapily ensconced in an innerwest enclave of groovy yet distinctive and handmade* homewares, you will have happily missed the kerfuffle in Adelaide last week as they got their very own ikea store!
I laughed to myself like a sad old nanna in a large rattly house when I saw that they'd picked it up on MediaWatch on monday night. A very rough estimate by a local PR guru put the value of all the frothing at over 100k, easy. It was a very big deal. I was here. People thought there would be traffic queues delaying entrance to the airport. There weren't. Anyway, I've got a very trivial bit of marketing waffletalk to share, just for my own amusement, and if you'd rather eat glass than talk about marketing tactics then just look away now.
Clearly all the Adelaide competitors to aforementioned flatpacked furniture specialists are bunging on as much tv advertising to avoid taking a major hit. You remember them.. "love it, at LeCornu" etc.. and they all feature a barrage of products and prices kind of spinning and leaping out of the screen. Now icky-ah have a totally different tack. Their classy, clean, ad feautres a six year olds voice talking about what he likes about the store. Not a single couch or magenta lamp to be seen. Just some chicken nuggests and a ball crawl. Perhaps there's some soft-focus flat packs being surreptitiously slid into the station wagon as he says "not bad ...for a shop". So right, in layman's terms, they're not actually trying to sell you any furniture, they're trying to sell you an experience. Horrible, isn't it? Its a leisure activity, all this shopping business. With its own car park, playpen and cafe. And if you happen to buy some nice homewares at the same time, thats just lovely for them isn't it. Now I am first to admit Ikea has some nice things, I've had a good old browse there on more than one occasion. But better that kind of consumption be done by consenting adults, in the privacy of their own credit ratings, surely?
*By old Sri-lankan and Peruvian ladies.