Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Jaeik Bae
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#GALAXY11: The Beginning - YouTube

Epic movie, I mean commercial, for Samsung. 

Joachim Scholz, PhD's insight:

By Jaeik Bae:

 

Many companies make an investment to sponsor the big sport teams such as Manchester United, Real Madrid, and Chealsea FC, etc. It requires a significant amount of spending to become an official sponsor of these teams; nonetheless, sports team sponsorship is often proven effective as companies can connect their brands with the teams that are globally known and create many positive outcomes such as increased brand awareness and positive advertising effect. Moreover, there is no doubt that sporting events bring people together and create a sense of community for fans of all teams; however, only if they are cheering for the same team, right? Hence, companies must be careful in choosing which team to sponsor. Now, what if I tell you that Samsung is sponsoring “team Earth” to battle against aliens to defend the Earth? So we are all cheering for the same team. Interesting, right?

 

Samsung has recently launched its fantasy-inspired global marketing campaign-Galaxy 11. Samsung introduced a four-minute cinematic-style video, which contains famous soccer players from all around the globe such as Messi (Argentina), Ronaldo(Portugal) and 11 other players from 11 different countries using Samsung’s devices to prepare their battle against aliens. The video is quite entertaining and interesting to watch especially for soccer fans.

 

This campaign will be successful as it created a branded entertainment by creating a dream soccer team that only existed in people’s fantasy. Furthermore, Samsung recognized the importance of the sense of belongings when cheering for the same team and instead of separating people by countries, Samsung united them all under the name of Galaxy. Samsung certainly boosted their brand visibility to soccer fans all around the globe and the campaign will be even more successful as the World Cup nears.  

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Suggested by C.A. Radley
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WALMART WINS AGAIN: Consumers Refuse To Start Buying Things They Don't Need Despite The Improving Economy

WALMART WINS AGAIN: Consumers Refuse To Start Buying Things They Don't Need Despite The Improving Economy | Marketing in Motion | Scoop.it
Recession teaches everyone that spending isn't the key to happiness.

I am not sure that I would refer to the recent recession as the “Great Recession”, however it has been profound and impacted, not only Canada, but the world profoundly.

This article discusses how the recent recession has changed not lonely how consumer shopping behaviour has shifted to discount stores, such as Walmart, and private labels.  This shift in consumer behaviour is not expected change since consumers remain concerned over how they choose to spend their hard earned money. As consumers move more to private labels, they are discovering that these private labels are just as good as or even better than some brand name products. As consumers become more frugal and on the search for the best bargain, companies are changing the way that they do business in order to capture market share. Walmart has pushed many of its suppliers to be more sustainable through providing concentrates, reducing packaging, and suggesting small changes in how companies create their products to reduce transportation costs,

In the era where consumers are driven to change their spending habits through necessity rather than choice, companies must be innovative in finding ways to build brand experience in conjunction with price to create customer loyalty or risk losing market share. This long lasting recession has left an impression on many consumers, so much so that their frugal habits will not be easily forgotten when the world economies recover.  Question is: “How will other companies continue to respond to the new normal?”

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Scooped by Joachim Scholz, PhD
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Super Bowl Ads Without the Super Bowl

Super Bowl Ads Without the Super Bowl | Marketing in Motion | Scoop.it
For advertisers, the ability to hype a Super Bowl commercial before the game is as valuable as the airtime itself.
Joachim Scholz, PhD's insight:

Placing a 30 second ad during Super Bowl will costs companies a little North of 4 million dollars this year again, but many believe that the hype around these ads easily justify this price tag. However, many companies are not content any longer to just have these 30 seconds of exposure, but they announce, tease and sometimes even early release their ad in order to build excitement and ad understanding even before the event:

 

From the article: “Many advertisers think of it now as a monthlong challenge,” Tim Calkins, a professor of marketing at Northwestern University’s Kellogg School of Management, told me. “It is not about winning the Super Bowl but winning an entire month.”

 

The benefits of such an approach is that it builds engagement and even elevates the ads to mini-movies through offering behind the scene footage, teaser trailers and advertising campaigns for an advertising campaign: "Bud Light’s preview campaign has been especially extensive. The beer company has released six thirty-second teasers for its Super Bowl ad, both online and on television."

 

It also builds understanging, since a subset of really engaged viewers will have already read about and discussed the content of the ads before the game, making understanding of the ad's message easier, and also facilitating recall. Last, releasing ads early also allows to increase total viewership, of course:

 

From the article: “The surprise factor doesn’t matter as it once did,” Justin Osbourne, the general manager of brand and marketing communications at Volkswagen of America, told me. “Our goals are about how many total views we can get. To assume that that is going to happen within forty-eight hours is cutting yourself pretty short.”

 

While many companies adopt this model of teasing and early release, Chrysler is going against the grain by cherishing the live character of the Super Bowl event. Chrysler gathered a lot of attention through its two minute long ads that celebrate blue collar workers in America, but then again these ads were also 2 minutes long (16 million right there) and therefore stood out due to their length alone.

 

"These felt less like ads than like public-service announcements. That trick was aided by the fact that the ads appeared unexpectedly, without weeks of hype prodding us to get ready to be moved. Their form connected directly to their message: everyone saw them for the first time at the same moment; we were all in it together."

 

It is ironic in a sense that these movie quality, sometimes poetic ads are not teased up front, as their movie potential is one of the greatest among all Super Bowl ads. As interesting as the "in it together, live" idea is, I think there is a lot more opportunity to be found for Chrysler in a teasing campaign without giving away their surprise moment.

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Suggested by Sean Connacher
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Old Spice’s Wild Collection Introduces New Scents

Old Spice’s Wild Collection Introduces New Scents | Marketing in Motion | Scoop.it

Communicating more than just a scent, Old Spice’s Wild Collection markets the man! P&G’s advertising campaign for their new line of Old Spice scents aims to show men that not only will the Wild Collection make you smell great, but also invoke immeasurable confidence, offering success and sex appeal. The available TV advertisements utilize a “Fantasy” executional framework to lift consumers out of the real world and appeal to ones emotions. The advertisements show men winning poker matches through intimidation or confidently whisking a woman off her feet at a gala. Using a peripheral route to persuasion, the campaign plays heavily on the sex appeal ones deodorant offers and is specifically targeted at men ages 18 to 24. Moreover, unlike other deodorant brands, Old Spice wants to inspire confidence among an age group that is now trying to figure out life, not just girls, as they progress through college and into their careers. The ultimate objective though is to effect preference and conviction among their target audience to influence their evaluation of alternatives and purchase decision. Deodorant consumers have such an array of options that brands must differentiate themselves and fill unmet needs both within their own lineup of scents, but in comparison to other brands as well. Despite this challenge, The Wild Collection campaign is on its way towards effectively meeting the needs of consumers who have previously been unable to find a scent that met their needs and did not remind them of their grandfathers or their pre-pubescent selves. 

 

Sean Connacher | 0599-5347 | COMM 335-2 | Article, Advertising, Old Spice, Emotion, Fantasy 

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Radhika's curator insight, March 16, 2014 2:13 AM

Old spice effectively tries taking on central routes of persuasion as they approach the needs of their consumers, appealing to their insecurities and trying to connect with their feelings offering a mature solution.  

Suggested by Brendon Holder
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AXE Canada wins big with its first eCommerce launch!

AXE Canada wins big with its first eCommerce launch! | Marketing in Motion | Scoop.it

We've all seen the "Leave a Man, Come Back a Hero" TV spots for AXE's Apollo Space campaign. Another way that that the personal care brand has added onto this IMC is through the eCommerce activation. AXE partnered with online beauty and grooming retailer Well.ca to offer fans the chance to try the Apollo products before it hit traditional “Brick and Motor” stores such as Shoppers Drug Mart. AXE consumers would benefit from exclusively sampling the products before their peers and having the convenience of the product delivered to their doorstep. AXE used its AXE Canada Facebook page, with over 340,000 fans, to draw attention to the Apollo Well.ca page. This was the first eCommerce activation orchestrated by Unilever Canada and due to the large success one can predict that the personal care brands will continue to enter this growing landscape. 

 

Although the IMC as a whole is affective, one would argue that the online purchasing aspect is a hybrid of cognitive and conative. For consumers that are more inclined to purchase online and more comfortable with online purchasing this becomes an impulse purchase and is more conative. However, if the consumer is not showing a greater propensity of consume online it is a cognitive purchase and the consumer purchases online because of the convenience of purchasing online and the exclusivity of receiving a product that is not yet released. Due to the functionality of the eCommerce website the stage of the buying process is obviously the purchasing area.

This ultimately will achieve the same objectives as the TV spot. AXE wants to appeal as a relevant brand to younger consumers and one of the best ways to do so is buy using a tool that reflects and embodies the consumers’ digital literacy. By occupying the eCommerce landscape, an area that the target is already comfortable with, AXE can achieve it’s communication goals all the while driving trial to the AXE Masterbrand. If more consumers who use one AXE products start using more products within the portfolio AXE can own the consumers grooming regime and ultimately win the category.

 

Brendon Holder, 06096125, COMM335-02; campaign, eCommerce, digital, IMC, purchase behaviour;

 

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Stella Gao's comment, March 21, 2013 6:58 AM
AXE uses advertising and promotion to get attention from consumers, and start building the relationship between them quickly. The marketers using good marketing strategies,such as advertising and promotion, for both short-term and long-term effects. This is a really good case study to show that using appropriate marketing strategies is important to business.
Bk Chin's comment, March 21, 2013 6:58 AM
This gave me a better understanding of how to create customer relationships and value through marketing as well as that organisations need to focus on assessing and satisfying consumer needs; including money and time cost.
Sharrock's curator insight, October 14, 2014 11:52 AM

has the word "conative" in it.

Suggested by Sean Connacher
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Gayvertising Shoes

Gayvertising Shoes | Marketing in Motion | Scoop.it

Spending more than $600 billion per year, gay and lesbian consumers are beginning to be targeted by companies with great success. One highly effective and award winning campaign by “& Co” was Bianco Footwear’s “How to double your collection” of shoes advertisement.

 

Utilizing a peripheral route to persuasion, Bianco employs simple cues such as two men or women intimately together establishing the clear distinction that it is a gay or lesbian couple, creating an immediate emotional connection within the LGBT community. However, it is the phrase “How to double your collection” that creates the humourous appeal and realization that effectively a gay or lesbian couple could double their wardrobe if they wanted. Using an affective tactic, Bianco is trying to create liking, preference and conviction among their gay and lesbian consumers, influencing behaviours such as dressing alike to purchase more clothing, specifically footwear. From information search to making actual purchase decisions, Bianco has done an exceptional job at targeting their gay and lesbian consumers to begin taking advantage of the purchasing power and disposable income. With approximately 89% of gays and lesbians being brand-affiliated and highly likely to seek out brands that advertise to them, it would be a poor decision for any company to exclude such an important demographic from their advertising campaigns. 

 

Sean Connacher, 0599-5347, COMM335-2, Campaign, Targeting, Message Design, Emotional Appeal, Peripheral Route to Pursuasion 

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Suggested by Malin Björk Runsvik
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The Joneses – Marketing development

http://www.youtube.com/watch?v=n2Y3GoN2PGw

I saw that Jo had a picture from this movie in his slides and I happened to see it on the plane from Sweden to Canada so I thought that I would share some thoughts about it. I believe the movie gives some great insights to what we discussed in class about how marketing is changing over time as well as the discussion about marketing and proliferation of lifestyle.

 

The movie is about the Joneses which is a family that a company have created for a marketing purpose, they are basically a new marketing tool. The Joneses acts and looks like the perfect family and this is what the company believe is going to create a demand for the items they use in their everyday life.

 

The movie shows how a company takes our desire of status and fitting in in their marketing communication mix. The Joneses are essentially salesmen but incorporated in the everyday life which constantly presents the potential customers in the area to the benefits of the products that the company is selling. The Joneses becomes the associative referent group which creates a demand for the products the Joneses is using among their neighbors.

 

The movie also somewhat touches on the big brother dilemma. The company the Joneses are working for have all the statistics of the sales and can from that develop their marketing strategies and provide the family with information about how to proceed in their selling tactics. It also shows the fact we talked about in class, how we as customers tend to be more suspicious against marketing in the way that the Joneses constantly need to be in character and be attentive not to give away the fact that their actually salesmen for this company since that would ruin the Joneses as a marketing tool.

 

The company uses a fictive family as a marketing tool which is “up to date” in today’s marketing environment that especially has developed in the way it plays on emotion and lifestyle images. The company is taking the marketing campaigns into everyday life in the most extreme way.

 

Malin Björk Runsvik, 10083085, Comm335-001, Movie, Proliferation of lifestyle, Marketing evolving

Joachim Scholz, PhD's insight:

is there a youtube clip that gives an example, for those who haven't seen the movie?

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Joachim Scholz, PhD's comment, January 20, 2013 3:26 PM
Apologies, there is a youtube link already. I jumped right reading into the text, not noticing the link before.
lorren's curator insight, May 9, 2013 9:23 AM

i picked this article but it has a very creative in terms of their marketing approach.i think it shows  dynamic approach in intergrated marketing communications.It could otherwise reflect direct marketing aproach as the actors influence theirs neighbours and their peers.i think lifestyle marketing might be the next big thing in intergrating marketing communications.

Vivien Dohyun Jung's comment, May 9, 2013 10:05 PM
I like that you scooped this one because it is a great example of creative and dynamic strategy of IMC as you noted. It is kind of similar to the one that I scooped which is about designers' creativity. I strongly agree with your view about lifestyle marketing is another big aspect of IMC in the early future or even now!
Scooped by Joachim Scholz, PhD
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Differentiate Or Die: Boring Banks Need Brand Personalities

Differentiate Or Die: Boring Banks Need Brand Personalities | Marketing in Motion | Scoop.it
Consumers view most banking brands as undesirable and undifferentiated, making the battle cry ‘Differentiate or Die’ more relevant than ever for financial institutions.
Joachim Scholz, PhD's insight:

This article explores the banking industry, which is one of the most undifferentiated industries. Most banks score similar on consumers' perceptions, with virtually identical brand personalities that emphasize being organized, serious and sensible. 

Maybe it is time for banks to think about adopting some more unique brand positionings and personalities, as outside competition is a very real risk. For example, think about how Google Wallet is already eating into the banks' bread and butter business (electronic cash), and how PayPal has transformed the way we transfer money. And lets not forget peer-to-peer lending!

 

In order to stay competitive, banks have to become more focused on delivering value to their customers that goes beyond functional aspects such as low interest rates and long opening hours. They have to build relationships with consumers that are built on a shared purpose, excitement, and positive experiences. Here are four things the author of this article suggests banks to focus on:

 

Have Clarity of Purpose – Have an inspiring purpose that goes beyond financial transactions and makes a real difference in people’s lives.Inspire Connections – Focus on winning people’s hearts, not just their wallets.Focus on the Future – Harness technology to help re-invent people’s money lives.Create Experiences – Use every touch point to reinforce your brand’s purpose and personality.
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Sophie SAARTAVE's curator insight, February 14, 2014 3:43 AM

A good survey showing that the old-age perception of the bank to be "conservative" in order to "credible" is no longer relevant with their customer's expectations

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Nurse Next Door revamps brand image | Marketing Magazine

Nurse Next Door revamps brand image | Marketing Magazine | Marketing in Motion | Scoop.it

 

 

http://www.marketingmag.ca/news/marketer-news/nurse-next-door-revamps-brand-image-39099

http://www.youtube.com/watch?v=RdGM7htvlsQ

 

In late 2011, Marketing Mag published an article from the VP of Marketing at Nurse Next door (NND) about revamping the company’s image.  NND realized that it could stand out from its competitors with a brand refresh that portrays both the company and its clients as vibrant, fun loving and caring.  The company is a home healthcare service that operates franchises in all majors Canadian cities (except Quebec) and is increasing its presence in the United States.  NND is somewhat of an anomaly in the home health care industry, which tends to be dominated by small, localized companies.

 

Jean-Luc Rioux's insight:

 

On the demographic side, NND’s marketing effort is focused on baby boomers that account for about one-third of Canada’s population, who control over 50 percent of the country’s wealth.  These baby boomers want to live life to the fullest and think young no matter how old they are.  NND new branding resonates particularly well with this market segment as the services offered by the company make seniors’ lives better enabling them to stay in their home.

 

NND positions themselves apart from the competition by truly understanding the marketplace and the customer needs.  In addition to the physical needs such as food preparation services and personal support, NND goes beyond expectations by meeting social and self-fulfillment needs.  As seen on the video, how many healthcare companies would go the extra miles and bring their patients’ swimming?  NND is all about answering the customer’s need and they will bend over backward to make the senior’s dream a reality.

 

In a world of fierce competition, NND has positioned themselves as a brand leader in the Home health care industry and as the baby-boomer grow older, they are poised to continue their massive success for years to come.

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Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591

Minimalist effect in the maximalist market ~ ANTREPO BLOG / A2591 | Marketing in Motion | Scoop.it

Our last project is about simplicity and we try to find alternate simple versions for some package samples of the international brands. We think almost every product needs some review for minimal feeling. 

Joachim Scholz, PhD's insight:

Does the latest product design trend of minimalism extend to product packaging and labels? This webpage puts this question to the test, simplifying the packaging of iconic brands.

 

Interesting food for thought (nutella - yum!), and also maybe for a good discussion in an IMC or CB course.

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margot ferri's curator insight, November 26, 2013 8:09 AM

Minimalist makes impact! 

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Dove: Campaign for Real Beauty

 Dove’s campaign for real beauty addresses the “Ought Self” from the self discrepancy theory that women should feel about themselves – meaning women should feel comfortable in their own skin and that their perception of beauty should not be based off of distorted celebrity images.  As a result of Dove branding itself as a communicator of real beauty, this follows the Cognition-Affect-Behaviour hierarchy of effect. Consumers watch this video and will be aware of Dove’s unique positioning of promoting real beauty, will feel good about buying a beauty product from a brand that promotes embracing imperfections which will then lead to purchasing behavior by customers who want to show off their natural beauty. 

 

This campaign also has a strong emotional connection with Dove’s women consumers, since it is a fact that vanity and personal image is an important aspect in women’s lives. For Dove to show the harsh truth about the public’s distorted reality of what they perceive as being beauty, they cut their advertisement out of the clutter and make a lasting impact on those who watch the video. With consumers having access to so much information nowadays with the Internet, it is important that companies clearly communicate their position in the market and their differentiating factor, and Dove has successfully done that with their real beauty campaign.

 

Jaclyn Tong, 06275583, Comm335-001, Self discrepancy theory, hierarchy of effect, emotional connection

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Suggested by Sharon Obuobi
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Molson Canadian - The Canadians

Molson Canadian’s recent video advertisement entitled, “ The Canadians”, has caught the attention of marketers for its new approach in celebrating nationalism. The TV commercial features people in Germany, South Africa, Australia, and Japan sharing crazy stories about the Canadian travellers they’ve met. These travellers are described as partiers who dance on tables, wear moose antlers for fun, and have no inhibitions at parties. 

 

Molson Canadian has designed its message to fit in the liking and preference stages of the decision making process. The message is designed to cause viewers to like Molson Canadian through its humorous, fun, portrayal of the Canadian experience. If the advertisement has resonated with viewers and they are truly convinced that Molson’s beer is the best choice, a purchase of Molson beer will then occur. The emotional appeal is particularly important due to the little differentiation of products offered in the beer market. 

 

It can be inferred that the advertisement uses the peripheral route. Cues are used to create an emotional connection with the viewer. These cues include moose antlers, fireworks, campfires, and a party crowd. Furthermore, there is an emphasis on the individuals delivering the message who are shown as popular, fun, cool individuals belonging to close circle of friends.

 

The advertisement uses a combination of the dramatization and fantasy frameworks to narrate the story. The dramatic element is seen in how the story builds to a high intensity of excitement. The fantasy element is demonstrated in the blissful images surrounding Canadians enjoying Molson beers.

 

Submitted by Sharon Obuobi, COMM 335-1

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Suggested by Sanneke Rothenberger
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2013 World of Red Bull Commercial

Being part of Redbull’s “GiveYouWings”, the clip clearly absorbs the trend of creating a ‘brand world’ rather than ‘just’ marketing one product. Building upon an affective appeal to the customer, Redbull positions it brand as being adventures, risk taking, ambitious, and successful. Picturing sponsored athletes that successfully challenge limits in extreme sports, Redbull references the membership and the aspirational group. Customers either take pride in belonging to such a community, because they share the same values or because they feel connected to experiences and events that they deem socially desirable. The utilization of brand icons like Formula One World Champion Sebastian Vettel and extreme athlete Felix Baumgartner intensify this aspiration in picturing an ‘ideal self’ (Self-Discrepancy Theory). Vibrant, picturesque nature scenes and the dramatic background music also support the emotional appeal. Overall, the campaign perfectly fits to the adventurous, energetic brand image that connects to Redbull’s products and creates an experience that differentiates from competitors. 

 

(Sanneke Rothenberger, 10081443, COMM 335 - Section 001, campaign, brand positioning, emotion appeal, self-discrepancy theory, membership/aspirational group, Redbull)

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