Brand Management and Social Media
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Clever brand-to-consumer direct communications is the way to go

Clever brand-to-consumer direct communications is the way to go | Brand Management and Social Media | Scoop.it
Smart brand marketers have at last cottoned onto the fact that retailers should not be ones sitting in the 'pound' seats when it comes to communicating with consumers about the price of their products.
Apar Sethi's insight:

It is said that all clever brands communicate with their customers directly as they will remember better rather than communicating indirectly with them to lose their concentration towards them easily. It will be a waste of the cost as consumer will not get the ultimate message of the power of the brand. Therefore, direct communication has been more popular in terms of capturing the all importatnt loyalty from their customers. 

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Luke Mariner's comment, April 9, 2013 8:26 PM
Communication between brands and their customers is an important and influential process, as it allows for brands to build customer loyalty. As the article and Apar state, direct communications via digital domains between brands and customers, including pricing and promotions allows customers to be informed of different specials, thus increasing the brand's image in the customers eyes, as well as avoiding wasting funds. I believe direct communication will have positive implications on brands and customers in the long-run.
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The Power of Word of Mouth - Article

The Power of Word of Mouth - Article | Brand Management and Social Media | Scoop.it
Professional Virtual Assistance and Website Design to help small businesses get ahead!.
Apar Sethi's insight:

Word of mouth is a very effective tool in the process of communication. It describes the brand image, how they work and how they deliver their services. Word of mouth can be positive and negative both. For an organisation, word of mouth matters alot as it tells the image of its brand infront of their customers. Brands often try to avoid negative word of mouth so as to gain customer satisfaction and loyalty. Negative word of mouth is a very impacting tool as it depreciates brand value amongst its consumers.  

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Luke Mariner's comment, April 9, 2013 7:56 PM
I agree, word of mouth has an extreme impact on organisations, positive can increase an organisation's image however, negative can diminish that image. It is definitely a helpful tool in gaining loyalty among consumers. Positive word of mouth increases the likelihood of increased sales and brand awareness which is always great for any organisation!
Mez Raukawa Newton's comment, April 10, 2013 12:18 AM
Like apar mentioned, word of mouth is indeed a very powerful tool when it comes to communication. Like most advertisements, some will either send a clear message or it could fail and doing so, but for word of mouth, you are likely to trust a customer’s word over any type of advertisement as a customer will either say something positive or negative. We tend to trust people over advertisements, as we find that communicating with one another is more effective, and customers have a choice to either say whether it is positive or negative. Advertisements on the other hand are only trying to promote what is good.
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Coca-Cola: the 's' in social media doesn't stand for 'sales'

Coca-Cola: the 's' in social media doesn't stand for 'sales' | Brand Management and Social Media | Scoop.it
Coca-Cola, one of the most iconic consumer brands in the world, is not surprisingly one of the most popular and active brands on social media.

Via Dinamika SOE
Apar Sethi's insight:

Does Social Media have an impact on Coca Cola brand in its short term sales?

According to the article, Coca Cola's senior manager of Marketing Straregy does not think so. Based on the research conducted on Coca Cola, it is evident that Social Media is only effective for Certain Market segments whereas, other segments refer to primary communications such as radio and television which are immediate impacts on a brand strategy. Based on research, Facebook and Twitter are indirectly cost ineffective for Coca Cola advertising campaign.

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Boston Financial Expert Urges Consumers to Communicate

Boston Financial Expert Urges Consumers to Communicate | Brand Management and Social Media | Scoop.it
Communication is a necessary foundation for any good relationship, even the one you have with your financial professional.
Apar Sethi's insight:

The article talks about the importance of continuous communication in a relationship between financial adviser and a consumer. The article states that the financial professionals will guide its consumers during the difficult periods financialwise so that the consumer will not head towards blind spending. it is the responsibility of a financial professional to inform its consumers about the upcoming market fluctuations, tax laws and how will they effect their investments. 

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Peter Jackson Appears in 'Hobbit'-Themed Air New Zealand Video

Peter Jackson Appears in 'Hobbit'-Themed Air New Zealand Video | Brand Management and Social Media | Scoop.it

Peter Jackson, Gollum and others make guest appearances in Air New Zealand's latest in-flight safety video..

 

In preparation for the release of Peter Jackson’s The Hobbit: An Unexpected Journey Air New Zealand has something up its sleeve once again.

 

Elvin crew members instruct hobbits, dwarves, wizards and other creatures on in-flight safety in their new video, An Unexpected Briefing, which will run leading up to the worldwide release of The Hobbit beginning Wednesday.

 

Peter Jackson makes a cameo, as well as the digitally animated character Gollum — created by Weta Digital, Jackson’s digital effects company behind The Hobbit trilogy. Dean O’Gorman, who plays Fili the Dwarf in The Hobbit, and J.R.R. Tolkien’s great grandson, Royd, also make cameos in the video....


Via siobhan-o-flynn
Apar Sethi's insight:

Due to its massive success in the movie Lord of the rings and its followed up

Hobbit, Air New Zealand has made a smart move in making their brand awareness to the public by using characters and ambience of the movie. The Marketing tool in this strategy identify as popularity of the movie which enabled Air New Zealand a less risk advertisement which ensures immediate impact on brand.

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Luke Mariner's comment, March 21, 2013 7:58 AM
I Completely agree, Air New Zealand made a great move in incorporating one of NZ's most renown film trilogies in to their advertising. They used a channel in order to target passengers travelling on the flight, as they run through the in-flight guidelines. This content is extremely effective and appealing as well as highly related to NZ. This in turn will create a stronger brand image and possibly more loyal consumers of Air NZ, as not only is it a NZ based advert but it also incorporates slight humor which appeals also.
siobhan-o-flynn's comment, March 21, 2013 11:10 AM
I love this myself & would happily do the full LOTR Tour!