The other day, I ordered a new drink at Starbucks.
Rebecca Taylor's insight:
This is a very interesting article, especially the statements it makes about brand transparency being the new goal of marketing. I think this is true to some extent, since the consumer is so skeptical now with the massive amounts of adverts they are exposed to on a daily basis. It definitely has truth when it mentions how we trust our peers and their opinions so much more than that of a banner ad or a billboard and how that is what companies should be focusing on when they think about their marketing strategies.
Social Media - Getting involved in a social network can be intimidating when you don't know the platform's etiquette. But many of the rules in social media are the same lessons taught in ...
Rebecca Taylor's insight:
What a refreshing way to repeat a well-conversed topic. This article really hit the nail on the head with the main ‘rules’ or ‘lessons’ that you learned in kindergarten and how relevant they actually are to social media. I think the most important one here is Ask For Help. A lot of companies may think that will portray them as weak, but like the article says, it shows they want to learn and grow. It is also a great idea for brands to follow insightful and knowledgeable people within their industry. However, this would need to be closely monitored as you wouldn’t want to be linked with them if they say negative or contradictory things than your brand values as the damage could be irreparable. If you follow them, it would be seen that you therefore ‘endorse’ that negative behaviour. I think the last lesson is very crucial, to have fun! Companies and brands that have a sense of humour are far more likely to be retweeted and followed. Especially if that is the kind of target audience you want to appeal to.
This article really shows how important it is for brands to be current and up to date with what is happening RIGHT NOW.
Marriage equality throughout the world has been present in the media and for little old New Zealand to pass the Equality Bill and legalise same-sex marriage, it was bound to be a joyous occasion for many.
You could say these brands and companies simply "jumped on the bandwagon" but each individual idea was fueled by the core values of their brand and therefore was merely an extension of them.
Air NZ married a same-sex couple mid-flight, The Edge Radio Station put on and broadcast a joint same-sex wedding and ZM hosted and broadcast the "Fabulous Gay Wedding". Each concept had it's own unique twist and even Westpac's rainbow signage was relevant and subtle.
Five years ago, this would have been considered a major risk for these companies but it shows how times have changed and humanity has evolved that the reception from these promotions was all around very positive. The twittersphere was alive on Monday 19th August, with #marriageequality and #gaywedding trending nationwide.
Integrated promotions from all three participants, that resonated the core values of the brands.
Marmite is a very unique brand. They are so blatantly aware that 50% of people love Marmite, while 50% hate it. Some companies may see this as a problem and immediately start discussing tactics for how to convert people. However, the way they choose to tackle it, was to embrace it. In their usual ‘tongue-in-cheek’ style, they first created a campaign that was all about loving it, or hating it. The next step was to launch this ‘neglect’ ad spoof. By playing on animal neglect advertisements they got across their message that it doesn’t matter if you love it or hate it, just don’t neglect it. This reinforces their message that Marmite is the sort of spread that you have as a cupboard staple and that most families may have it for months without actually using it. This may effectively ‘remind’ consumers of its presence in their pantries and perhaps follow with a spike in purchases. It is also important to note that this ad was released in the UK and so is relevant and effective to their audience. If this campaign was to be launched in New Zealand, it would be a totally different story. For your brand to be well positioned and relevant to your audience, you need to first know your audience and then continue to create campaigns that send out a consistent message. Marmite, you nailed it.
Social Media - Before you can use a new channel, you must create a strategy around it. But many marketers struggle to create strategies. So, how can you begin to chart a successful ...
Rebecca Taylor's insight:
I believe this article is very relevant and is on point with how some companies view social media platforms. It is true that there are so many and there are new apps and websites being created everyday. These can be just a “phenomenon” for a short amount of time, or they can stand the test of the time, such as Facebook and Twitter. However, companies can’t just say, “we should be on Twitter” … it needs to stem from their existing strategy and make logical and financial sense to their specific brand. Most importantly, they need to know their audience. What is Twitter, or Pinterest, (or Scoop-it for that matter) going to do for your brand and it’s positioning? Who is going to ‘like’ posts, follow you and what do you want them to gain from this experience? There is the ability for companies to over-think this also and perhaps join too many platforms or have the same message going to the consumer through multiple channels. What companies need to do, like mentioned in the article is to sit down and think about who the consumer is and if it makes sense to them and your overall strategy to have a presence on a specific media platform.
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