RE/MAX – A sad estate of affairs

The blurred line between sales and marketing is a particular favourite of Markritique. Time and time again we see many a “Sales and Marketing Manager” fudge their way across that line, only to end up smudging their way across the line, or making a damn mess of it.

Whilst real estate may seem like an easy target, we assure you that we have held off the cheap shots and have instead waited until we can bring you this “cheep” shot.

Joe Raschilla from RE/MAX demonstrates that “spacious” is not only an overly used adjective for the industry, but one that can also be used to describe the brains of its representatives. His recent listing of a “SO CHEEP” Yokine townhouse allows us to show you why sales persons should not be charged with the production of marketing material.

Kudos to Joe though, as he also puts his hand up and admits guilt by supplying his name, principal place of business, mobile phone number and photograph alongside the blunder in his property listing. Thanks also to realestate.com.au for their “Click to Contact Agent” function which allows us to get in touch with Joe and let him know about the literacy short courses that are running in his area.

Perhaps we are being too harsh on Joe, and he really does know his ads from his elbow. If Markritique sees “Shabby Cheep” as a new interior design buzzword in Vogue Living, we ourselves will take out a classified proclaiming “Wow!”

Tiffany & Co. For diamonds that litter

Markritique was very excited when we heard that Tiffany & Co. was coming to Perth. Apart from the obvious, we were looking forward to a sophisticated, world-class marketing exercise to go with the sophisticated, world-class brand name and image. Instead we got hot chocolate in paper cups. PAPER CUPS. Adding insult to serious marketing injury, the hot chocolate ran out (and there is nothing as sad as seeing people grab for empty paper cups simply because they are blue, and carry the name Tiffany).

Even if there had been enough hot chocolate, I just cannot imagine that Tiffany & Co. Marketing Vice-President Caroline Naggiar would think it was a good idea to have every rubbish bin for 100m in every direction overflowing with Tiffany branding. This was a diamond-set 24 carat gold clanger which should have reverberated all the way back to quaintly-named Parsippany, the New Jersey suburb where Tiffany & Co. has its head office.

And whoever came up with the paper cups idea should have their jewels (family and otherwise) cut off – or out, as the case may be.