Nike is creating a new revolution in Marketing Communications. They are spending millions each year on non-traditional forms of marketing which engage and excite consumers. They have almost totally cut out print advertising, and are relying on hundreds of engineers to come up with digital marketing ideas. Their focus is on enabling their customers to do more, and be told less. An example of this type of marketing used by Nike is Nike+. The app enables people to track their runs and try to better their performance through the use of an app. It enables Nike to have a personal conversation with its customers, which is a great way to communicate marketing messages. It also enables Nike to study its consumers behavior. This acts as a great way for them to conduct research about their customers, and make their marketing messages specifically toward them. The use of Facebook, outdoor advertising, twitter apps, and youtube videos makes Nikes marketing messages very diverse, and means that they reach a lot of people through multiple channels. Competitions (like their catch the flash competition, #findgreatness and Nike grid) and events encourage people to get involved and connect with nike through multiple platforms. They successfully engage their consumers, and get them involved, which is extremely useful for marketing communications.
I think L&Ps new campaign is an extremely effective and memorable use of marketing communications. They have used the message "hold onto summer with L&P" to brighten peoples spirits about summer being over, and to encourage people to drink L&P to hold onto the summer feeling. This really targets Kiwis on an emotional level, as they love summer, and L&P is a true kiwi icon that is associated with it.
In creating billboards with removable jandals and towels, they have created a way to really capture peoples attention. Nowadays it is really hard for Marketers to come up with ways for people to not only pay attention to marketing efforts, but to remember them. These ads serve as a way to really capture kiwis, make them think about summer, and cheer them up. By giving out jandals and towels, they further the reach of their advertising efforts, because people are likely to tell their friends about it and share it on social media (I have personally seen a few posts about these ads on Facebook and Instagram). L&P are also able to further increase the reach of the advertising through branding the towels and jandals. When people take the towels to the beach in summers to come, they act like advertisements for the people who see them. I think they are a great idea because they increase the longevity of the advertising.
onsumers all over the world to purchase their Fan photos solicited through a Capture Euphoria-themed campaign will be featured in ads for local markets all around the globe.
Angela Isemonger's insight:
I think this is a great campaign that Ben and Jerrys used in order to increase brand awareness, and to increase and use customer involvement to their advantage. The campaign involves getting their customers to capture their feeling of "euphoria", and share it on Instagram for a chance to be featured in their ads, and win prizes. Ben and Jerrys promote their icecream as being euphoric, so this is a way to try and prove to all their current and potential customers that this is true. It is an awesome use of IMC and a great way for the company to gain followers (on Instagram and other social media) and encourage people to purchase their products. The reach of this campaign would be huge, as loyal customers share the pictures among their friends and family, who would then be encouraged to take part. This means that customers are promoting the brand among themselves, and showing others through the use of pictures just how good the icecream makes them feel.
In order to successfully understand what guides purchase decisions, Marketers must first understand how both the logical and the emotional functions of our brains work. This article explains that we first make decisions based on the emotion or mood that the stimuli gives off, then we place a non-emotional rational to that decision. This theory was proved through the use of an image of an attractive looking healthy chicken, and another not so healthy looking chicken. In all circumstances, consumers chose the healthy looking chicken when given different positive and negative facts about it. This shows that consumers make a large majority of their decisions based on first appearances. Marketers can successfully attract consumers by appealing to their emotions initially, which enables them to build a connection with the brand. Marketers can then provide rational information to help the consumer back up their purchase decisions. When creating an advert, Marketers need to use music, color and images to communicate an initial mood and trigger emotional responses, before providing good solid information to reinforce decisions.
Looking for a role in nonprofit marketing communications? Based on my experience, there are common attributes for successful marketing communications professionals in nonprofits. Key skills to have include a demonstrated capacity to think critically, communicate clearly both in written and verbal form, solve complex problems, ethical behavior and time management. But in today’s competitive environment… Read More »
Angela Isemonger's insight:
Although this article relates to nonprofit Marketing Communications, I think it applies to all areas of Marcomms. The number one trait a Marketer needs is the ability to create value in relationships. This means bringing something beneficial to the relationship, and having the ability to interact effectively. Also, being able to tell a story, and not only communicate to a customer, but to actually connect with them emotionally. This also means having empathy and understanding for the customer. People like it when they feel considered and understood. Effective marketing messages are often ones that show people how they can solve certian problems that they may have. Also, they need to be social media savvy. Social media offers Marketers an opportunity to connect directly with their audience, create a community, and engage with consumers.
McCann Melbourne has launched a campaign for Metro Trains to curb the number of train-related deaths in Victoria. A three-minute animated music video, writ
Angela Isemonger's insight:
In order to encourage the people of Melbourne to be safe around trains, the Metro launched a campaign which has gone viral around the world. The campaign is both entertaining and attractive, and initially involved a three minute long video demonstrating 'dumb ways to die'. Metro Melbourne then made huge posters and billboards with the cute characters, and space for people to take photos of themselves pledging to be safe around trains. This alone has generated over a Million pledges, which is phenomenal for a campaign in one city. It has also been turned into an educational book for children, and a game. The Dumb ways to die game has become the number 2 free app in more than 20 countries worldwide (including NZ), and has been downloaded more than 18 million times.
The success of this campaign is related to its likeability. Although it contains a serious message, its humor, weirdness and positivity captures people. I also think that because it is highly interactive, this attracts the younger generations, who are into apps and social media. The creation of the video on youtube meant that it was able to be seen by people all over the world, and because it was so funny and different, people were encouraged to share it. Its success is evident in the amount of views the video has had - over 76 million to date. Although it was created solely for the people of Melbourne, its reach has been far more than that. https://www.youtube.com/watch?v=IJNR2EpS0jw
How are fashion brands communicating on Instagram; a social network that has now reached 150 million active users?
Angela Isemonger's insight:
Instagram is now being used by fashion brands to communicate messages to their customers in unique ways. The fashion industry revolves around people expressing themselves, and using visuals is a great way to inspire and capture people. It is being used as a way for brands to tell their story, from their beginnings all the way to the present, and to share images on the daily happenings of the company. It can be used to express a certain lifestyle or image that the target customers may have or want, and may even create a community. Companies can share new products and provide ideas and inspiration for their customers without them having to go to any effort to find the information. Peoples instagram feeds are becoming a powerful tool for marketers to capture and inspire target consumers.
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