Archive for April, 2011

Schweppes the latest brand to cash in from the Royal Wedding…?

Thursday, April 28th, 2011

Will the buzz of the Royal Wedding incentivise consumers to purchase limited edition goods in association with the event, or will this just make buyers more determined to decline…? -A recent poll conducted by JWT London established that 66% of consumers said their purchasing behaviour would not be influenced by associations with the wedding (for the full report visit, http://bit.ly/fVMeNg).  Do the results speak for themselves or are there businesses that have created the right branding to benefit from this special event…?

Schweppes is expected to be one of the few brands to cash in on the Royal Wedding…- The new ‘Facebook Great Royal Wedding Card’ campaign is set to enhance the brand as the Royal household’s number one supplier since 1963! A recent report from brandrepublic discusses the tangible links to the Royal family and how this sets them in good stead to cash in on the excitement (for more information visit,  http://bit.ly/jUCpJe ).  Will this in addition to Schweppes’ limited edition repackaging be enough to fool consumers into purchasing their products…probably!

According to Micael Dahlen, brand association can increase brand equity by promoting the values associated with that particular brand (further information can be found in Chapter 8 of Marketing Communications, A Brand Narrative Approach).  Schweppes have achieved this by promoting their long standing relationship to the royal family and their support for the wedding, endorsing Schweppes as the ‘Brand of Britain’!

It seems that Schweppes have got it right…given their proven history of being granted the Royal Warrant in 1837 they have positioned themselves as an agent by which the nation can contribute to an event that will go down in history…!

 

Are Royal Mail encouraging or discouraging companies to use direct mail…?

Wednesday, April 27th, 2011

In a bid to support businesses in their direct mail campaigns and grow the direct mail sector, the Royal Mail has launched the new ‘Advertising Mail service’, to promote the role of direct mail as a form of advertising activity (for detailed information on the new service visit, http://bit.ly/fbISdh).  This is positive news for the industry and as we are all well aware, the increase in support comes at a price…! ).  The question will be whether the costs incurred will impact decisions on the allocation of resources within marketing departments.

This is one of many campaigns that Royal Mail has launched in recent years and according to Mark Thompson, Royal Mail’s media director, direct mail is performing well as a result of increasing ROI compared with other forms of marketing communications such as TV, press and digital (for the full report visit, http://bit.ly/eL99).  An interesting claim from Mark Thompson, however is he not considering the fact that by increasing prices, Royal Mail will impact on ROI and therefore companies will need to evaluate whether direct mail is cost effective.  A similar concern has been voiced in a recent report from the DMA with regards to Direct Mail’s price increases.  Chris Combemale, executive director of the DMA, expresses concern that the raise in funds at the expense of businesses will have a massive impact on marketing decisions and the move to digital (for the full report visit, http://bit.ly/gt6Knl

The changing nature of marketing communications means that companies are exploring marketing channels such as social media, more and more to communicate with consumers.  Micael Dahlen explores the rate of change in the digital revolution and how advertising campaigns using sites like YouTube are being used more widely (for more information see chapter 16, Beyond Traditional Marketing Communications)

Will companies see this as an incentive to increase direct mail activity, or will the hike in prices drive more marketers online? Companies are tightening budgets on marketing spend, consumers are going online more and more to obtain information, and companies are investing more resources on researching online marketing communications.  We may well see a drop in direct mail after all…!

 

Quality news…read the latest on the royal wedding…!

Wednesday, April 20th, 2011

Will the coverage on the forthcoming marriage of William and Kate finally drive sales for national newspapers? A report from marketing week online says HOPEFULLY…, the likes of The Independent, The Times and The Guardian, are all expecting a rise in sales as the big day draws closer.  The latest ABC figures show that despite covering more gripping stories, quality newspapers, globally, have experienced a dramatic drop in sales from this time last year, with The Times seeing the biggest drop at 13.49% in its March sales (http://www.marketingweek.co.uk/sectors/media/global-events-fail-to-lift-quality-newspaper-circulation/3025578.article).

A report from the BBC highlights the extent to which daily sales have decreased and paints a very bleak picture for the newspaper industry going forward (http://www.bbc.co.uk/news/uk-scotland-scotland-business-12194839).    This poses the question as to where the newspapers go from here…

…The author team of Marketing Communications: A brand Narrative Approach emphasizes the importance of not just tactical communications, but strategic marketing communications when addressing external factors that impact industries (this is explained in greater detail in chapter 5).

How can the newspaper’s content be protected going forward? And is this a result of the surge of new media whereby users are encouraged to share free information, constantly? Or is this a result of the supply and demand analysis that is currently lacking in newspaper production…, the recent study from the OECD says YES!? (For more information on the OECD’s findings visit http://www.guardian.co.uk/media/2010/jun/17/newspaper-circulation-oecd-report).

We have established that this situation is expected to get better in April with the royal wedding fast approaching; however whether we would class this news as QUALITY news remains to be seen…!

Direct Marketing, on the rise…?

Monday, April 18th, 2011

A report from the MMC demonstrates the success of direct mail marketing campaigns as more resources are being ploughed into personalised communications.  Jonathon Margulies, vice president at Winterberry Group, has been working with the DMA on a recent US marketing research project and in his statement reported that payback on marketing campaigns represented huge achievement for an industry that has recently faced crises conditions (http://www.mmc.co.uk/news/Direct-mail-marketing-lift-in-US-bodes-well-for-UK-fortunes/).

The increase in ROI from direct mail activity is supported by Royal Mail and their plans to increase their advertising mail offerings.  Mark Thomson, Royal Mail’s media director, declares direct marketing as the consumers’ favorite! Continuing investment from royal mail means that companies are getting the most out of their direct mail campaigns (http://www.printweek.com/Printing/article/1060518/royal-mail-launches-new-service-support-direct-mails-role-advertising/).

Marketing Communications: A brand Narrative Approach demonstrates the importance of including targeted communications in the marketing mix as a strong method to tracking campaign performance and increase profitability (see chapter 10 for a case study).

Although the costs are increasing for direct mail, companies’ profits are increasing as a result of direct mail campaigns, and therefore should companies allocate more resources to direct communications in general? –The answer is YES…where data is becoming more accurate and accessible, performance tracking is easier and more efficient, and consumers are becoming increasingly agitated as they get bombarded with irrelevant advertising campaigns!

Celebrating the art of good craftsmanship in Britain and building brand equity…

Wednesday, April 13th, 2011

Celebrating the art of good craftsmanship in Britain and building brand equity

Honda’s recent ‘Made in Britain’ Facebook campaign has created quite a stir amongst creative types in the UK (the campaign has already attracted over 540 fans).  The campaign is to encourage the public to enter into the competition in which a cash prize is up for grabs for most creative invention, from cake stands to hand bags, people are posting their ideas by the second in the hope their product will get noticed and be in with a chance of winning the top prize (go to the following site to enter their competition, http://www.facebook.com/hondamadeinbritain).

Is Honda creating a sense of community in bringing creative people in Britain together to share ideas? The author team of Marketing Communications: A brand Narrative Approach emphasizes the importance of social network sites in the transformation of marketing communications, and more importantly, to allow interaction with target audiences in this community environment (see chapter 16).

Honda are not alone in their use of networking sites, the Chief Executive of Inachoot (group buying site of utilities) highlights Facebook as an effective communications tool as a community in itself, and that by including these channels in the structure of your online marketing and brand awareness, you will achieve a better conversion rate overall (to view the full article go to, http://www.marketingweek.co.uk/trends/blend-in-with-the-scene-to-get-maximum-ad-stand-out/3023310.article).

The campaign is to celebrate Honda’s creative employee’s efforts for 2010, and just in time for the launch of the revised Honda Jazz, this campaign is an effective strategy to promote the Honda ‘power of dreams’ brand.  Honda are re-enforcing its brand as the great British car manufacturer who prides itself in employing a creative and ambitious workforce.  Needless to say, employees are not allowed to take part!