While shopping in Milton Keynes at the weekend, my wife and I were approached by promotional people from a well known electronics company.

They had a large promotional stand, to help them push a new electric toothbrush and electric shaver.

So, what was the main purpose of the stand – to get us looking at the product? Walk away with a money off coupon? Perhaps enter a competition to win one?

No. The promotional people had to try to get shoppers to brush their teeth or have a shave. In the middle of a busy shopping centre in front of other shoppers.

As you can imagine, they were struggling.

I can imagine how this idea happened. What may have started as a normal promotional stand encouraging sampling turned into a huge waste of money, as the company wanted to get people “engaging with the product”. I’m sure they thought they were being innovative and clever.

Too clever, I reckon.