Archive for the ‘Brand Blog’ Category

Saucy Facebook campaign…!

Tuesday, July 19th, 2011
Heinz on Facebook

Heinz on Facebook

Following the success of Heinz’s recent Facebook  campaign, the brand plan to do more through ecommerce campaigns.   The most recent being the Facebook-led campaign to promote summer sauces. The campaign included a new Facebook app that offers the product as a cooking ingredient as opposed to a condiment.  Marketing Week’s report communicated how the brand plan to increase digital spend by 20% in order to ramp up its social media strategy .  This is in addition to the wider £5m offline marketing campaigns, including TV and radio that will continue to run until the end of August 2011.  Heinz are not putting all their eggs into one basket, although there are signs of increases in sales, the nature of the social networking channel means that it is not easy to track sales and therefore the brand are treating the Facebook campaign as part of their wider strategy.

The results are not clear as to how successful the Facebook campaigns, starting in October, were.  However brand manager, Lucy Clark emphasizes the importance of generating awareness of the limited edition product and increasing brand perception through social media routes.  As part of the marketing mix, social media is being used to compliment the launch of advertising campaigns for all new products and this is proving to be successful.  It will be interesting to see how much Heinz commit to directing consumers online to actually purchase the products through channels like the Facebook shop…? Will this mean they dedicate more resources to this sales channel or will this just be for limited edition products? – Let’s face it, this may be the first ever limited edition product for Heinz, but something tells us this won’t be the last – balsamic vinegar edition, whatever next…chutney?!

Blogger activity is also in the running for the brands marketing strategy this summer – According to a number of freelance digital marketing agencies there will be dedicated bloggers, blogging about new products and their experiences with these new products, as part of the digital marketing focus.  We could have another Walkers campaign on our hands where people enter in to suggested limited edition versions of the product, this would be a great idea for the brand!

Bye bye Jamie…

Monday, July 18th, 2011
Sainsbury's says goodbye to Jamie Oliver

Sainsbury's says goodbye to Jamie Oliver

The 11 year relationship between Jamie Oliver and the Sainsbury’s brand has come to an end.  Fronting over 100 advertising campaigns Jamie has helped boost performance for Sainsbury’s and has been the key driving force behind the marketing strategy for many years now.  But what will happen next…will Jamie’s wife Jules take over as the Sainsbury’s brand ambassador…?!

Essentially two brands are ending what has been a really successful partnership and this departure is said to be amicable.  According to a report from the metro, Sainsbury’s will now look to exploit the ambassador in the build-up to Christmas, for the very last time we might add! This campaign is expected to be extremely successful in the grand departure of Jamie as the face of Sainsbury’s…are we crying yet?

The Jamie brand has become more successful through a combination of contracts with different TV shows, including his own show of course, as well as forming important partnerships with brands such as Sainsbury’s, promoting their free range product lines as fundamental to food production in the retail industry.  Jamie’s website is reflective of this with a combination of shops, books, apps, TV programs, restaurants, food and wine etc…, the list is endless! With a well established  brand, Jamie is looking to develop it further with more of a shift to the charitable organization, the ‘Jamie Oliver Foundation’ (1 of 11 J.O. brands!).  Is it safe to say that Sainsbury’s has given Jamie a voice with which to communicate to the public and have an impact on the changing face of food production…?

 

The low budget aviation industry, it’s Dog Eat Dog out there…!

Monday, July 11th, 2011

No Comparison - Thomson

No Comparison - Thomson

‘There’s no comparison campaign’ hits back at Easyjet who launched their price comparison press adverts recently…Jeremy Ellis, head of marketing at TUI UK & Ireland, claims that the Thomson campaign is a direct reflection of the brands business strategy to invest in distinctive product that the rest of the market is unable to copy.  They stress that no one else can copy their unique selling packages for the same price and quality. The idea of comparing prices originated from Easyjet’s messaging strategy for their campaigns while Thomson communicates how tailored the packages are that they offer to individual customers, meeting all their needs.   Thompson’s strategy here is to build brand equity by reaching out to existing customers and reminding them of their brand values.

After a tough year industry wide the fear of losing market share is apparent in not only TUI UK but also its sister company, First Choice. They  hit back with a more aggressive campaign ‘Big frills, low price’ that targets Easyjet Holidays directly.  When comparing the brand to Easyjet the following weaknesses are listed in the campaign…’boarding-time scrum’ & ‘holidays with run-of-the-mill hotels’.

Competition has become fiercer as a result of the market cutting spend on holidays. This Dog Eat Dog way of marketing is becoming apparent across many brands and although they all claim to be original, they are in fact all looking to expand into areas that other brands are associated with…, like all inclusive package holidays – THEY ARE BACK IN DEMAND, BUT WE WANT THEM CHEAPER!

Google+ takes on Facebook…!

Friday, July 8th, 2011

Google have not only launched a chat service that puts them in competition with Facebook but they are also offering more than any other  social networking site…! Speaking at Marketing Week live in London this week, Matt Brittin, Google’s managing director, was pleased to announce the Google video chat function and in doing so emphasized the fact that this is unique to Google.  –The introduction of new possibilities will entice customers and encourage them to move over to Google…will this be enough though…?

Google + takes on Facebook...!

Google + takes on Facebook...!

Marketing Communications: A Brand Narrative Approach discusses the importance of brands offering something different in order to entice consumers to shift from others brands, this is referred to as ‘other brand switchers’ (OBSs) (please go to page 83, chapter 4 for a discussion on the Tesco brand).

Brittin in his speech expresses that they have fixed problems that have come out of previous attempts to tap into the social media market by allowing users to integrate external email addresses, so users do not have to be on Google contacts.  However, according to a critics report back in 2010, Google Wave had many problems that it would need to overcome in order to compete against the bigwigs like Facebook and Twitter…and clearly still does! The burning question is that have Google dealt with enough of the problems of the existing platform to create a new application allowing users to move over to the Google+ side and would this mean a complete detachment from Facebook and Twitter  for many users…probably not!

‘Soft drink meets squirty cream’…

Wednesday, July 6th, 2011

Turbo Tango

Turbo Tango

Does this sound appealing to anyone or do people automatically think coca cola floats, which to be fair some consumers do like? Praising themselves as being pioneers of scientific know-how and expertise in creating original drink products that cater for the ‘tango teen’ audience, Britvic is set to launch their new drink in a can, the Tango Turbo…apparently this is expected to shake up the fruit carbonates sector! Will this appeal to the regular soft drinks purchaser? Apparently not, which is why Britvic are pitching this revolutionary combination of drink and cream to young adults…yummy!

…According to a report from Marketing Week the aerosol technology will deliver a foam blast of orange flavoured product straight into the mouth…as intriguing as this sounds it does raise the question as to what the product is…cream…? Foam…? Liquid…? –Does this actually quench the consumers thirst?

Britvic are cleverly associating themselves with the new teenage film, the Inbetweeners.   The brand has signed up to a sponsorship deal that involves digital campaigns and outdoor advertising.  An obvious place to market this new revolutionary product is in cinemas, and that is exactly what Britvic plan to do! –Will Tango’s teens buy into the new product or will the new fruit blast be too noisy in the cinema…?!

Marketing Communications: A Brand Narrative Approach discusses the importance of New Category Users (NCU) who purchase products associated with the brand (please go to page 83 in chapter 4 for the Next case study).  Britvic’s reason for targeting teenagers is that this age group are purchasing soft drinks regularly, and according to a recent survey are looking for more innovative products.

Should age be a significant consideration in Marketing…?

Monday, July 4th, 2011

We have seen a lot of marketing towards youth recently from popular brands such as Britvic, Samsung, Cadbury, however according to a report from Marketing Week marketers maybe be jeopardizing their brand positioning with the ‘valuable and influential’ older audience.   The report emphasizes the importance for marketing to respect and understand consumer behavior, rather than just focusing on age as an indicator for targeted marketing.  –Is this a result of the shift of marketing communications towards digital communication (see chapter 16 in Marketing Comunications: A Brand Narrative Approach), and more significantly the increase in social media…?

Age Consideration in Marketing

Age Consideration in Marketing

 

 

 

 

 

 

 

 

 

 

 

Well the statistics from a social media survey taken in March 2011 show that age is just one factor that marketers need to consider and that although there is a difference in users by age you can still see that the 35+ audience are very much present on social media sites…!

SPORTS BRANDS DO YOUR RESEARCH…!

Wednesday, June 29th, 2011

Lewis Hamilton - Reebok Brand Ambassador

Lewis Hamilton - Reebok Brand Ambassador

Yet another of Reebok’s marketing campaigns has been banned for unsubstantiated claims regarding their new product the Reezig ZigTech trainer. The claim is that the Celliant fibres the trainers contain increase the level of oxygen in the body by 7%.  The Advertising Standards Authority (ASA) ruled against the TV advert stating that the evidence was not accurate and therefore the claims were void. Adding to this, Reebok have a strapping a-list celebrity ambassador, Lewis Hamilton, but is Lewis really an athlete?

Reebok need to do their research and consider the messages that they are conveying to consumers more.  This is the 2nd promotion ban for Reebok in six months…In December 2010 the ASA ruled against a TV campaign for its EasyTone Curve trainers.  This does not bode well for the brand’s position in a market that is innovative and highly competitive.  Have similar claims been made against other sports brands…?

The short answer is ‘dope’…, according to a recent report from the Daily Telegraph, Nike are not experiencing claims for misleading marketing information regarding their products, however they are currently been criticized for promoting drug use on their t-shirts…! Will consumers view the information in the same way? The image says it all really.

Nike's Irresponsible Ad Campaign

Nike's Irresponsible Ad Campaign

Marketing Communications: A Brand Narrative Approach demonstrates the pressure of being creative in advertising in order to achieve attention, processing and conviction.  The interesting Persil case study, however, reflects that being original is not always the best policy and can in fact cause miscommunication (Chapter 12, page 323, Dirt is Good, Or is it?).  Nike and Reebok are miscommunicating messages, in holding back information they are threatening their brand perception…It may be time to tone it down…!

‘Gamification’, apparently adults like playing games too…!

Monday, June 27th, 2011
Gamification

Gamification

The BBC released a report this week that emphasises the influence of the gaming world on business. This is a very interesting concept, the report shows that although products that both existing customers and new customers are purchasing online are virtual, the brands are very much real.  In many cases participants are helping businesses complete tasks and solve problems, there are even gamers who are contributing to scientific studies…!

 

In the marketing world the Gamification organisation defines the term Gamification as the ‘integration of Game Mechanics in non-game environments to boost audience Engagement, Loyalty and Fun!’  There is no doubt that more brands are using this marketing tool to connect to their customers and tap into their competitive nature.  Does this make their consumers feel a sense of achievement, however trivial…? YES! –we have discussed the likes of Cadbury’s who recently launched a  number of competitions to promote the idea of gaming in line with their support of the Olympic games in 2012 (Blog: 14 June 2011).  Cadbury are ‘gamifying’ the world, but who is else is doing this…everyone?

 

Is ‘Gamification’ all that new though? -Many companies are offering loyalty points as an incentive to play their games and this has had significant success in the aviation industry with American Airlines launching the first ever American Airlines AAdvantage (FFP), however this was launched back in 1981! According to research from Marketing Technology Blog Ltd, although Gamification has been around for a while, it’s not until recently that we have seen evidence of its rebirth as a tool in daily business for companies such as IBM.  Social media has had a massive impact on businesses shift towards applications and games to promote their brand and getting consumer buy in…Like kids in a candy store!

MobileExpress, whatever next…?!

Friday, June 24th, 2011

PizzaExpress App

PizzaExpress App

A new iphone app’ from PizzaExpress has been designed to entice people into the restaurant with information on place, price and promotion, and lets face it they already know the product! According to Marketing Week the restaurant chain has launched the first iPhone app that allows customers to pay their bills with smartphones, without the need to speak to a waiter or waitress, sounds like a dream for both parties involved…!

 

PizzaExpress have invested much time and resources into developing the application, Mark Angela, chief executive of PizzaExpress emphasised in a recent report the importance of investing enough time in this campaign to ensure they have a system that could genuinely improve their customers’ experience.

 

The new app even allows the customer to book tables through it! So will this encourage more consumers who can’t decide where to go, or who are new to an area?  Allowing the experience to be quick, easy and extremely accessible, will entice people to visit the restaurant.  The brand is running a number of competitions, involving social media and popular networking sites in order to promote the new application.   As well as attracting new customers, the idea is to engage and reward existing customers.  However, does this encourage more phone usage in what is a social setting and therefore disengage with customers whilst they are in the restaurants…? –It will be interesting to see how consumers respond to this, especially the ones who do have phones with this capability!

David Beckham…Ambassador…The Torchbearer…!

Wednesday, June 22nd, 2011
David Beckham…Ambassador…The Torchbearer…! 

David Beckham...Ambassador...The Torch Bearer!

David Beckham...Ambassador...The Torch Bearer!

OK, according to a recent news article by Marketing Week, Samsung have signed up David Beckham as their London 2012 Olympics global brand ambassador, wow!  And what a fantastic choice by the brand in terms of choosing an A-list celebrity footballer who has been actively taking part in many initiatives to help young people around the world to enjoy a better life.  Will this help push the brand as the Olympics number one commercial partner…?
Brand awareness has increased dramatically in the past couple of months with a massive push from the man in question who is helping with the launch of Samsung’s Olympic 2012 marketing campaign.  The interesting rationale behind the brands marketing partnership with the Olympics is to promote brand preference rather than brand awareness.  So is there a difference between the two definitions and how are Samsung going to achieve and maintain this…?
Samsung, as we have already established, are in a position in the market where they can fully support the Olympics without concerning themselves with the competition, they have established themselves as a key player so to speak! As we have seen previously in Marketing Communications: A Brand Narrative Approach, using celebrities to endorse the brand creates an aura about the brand so it is important to portray the right message to the right audience (See chapter 1 for Calvin Klein case study).  –Certainly in this case, a world class footballer, A-list celebrity who is associated with projects helping communities around the globe, is the right endorser for a brand that is supporting the Olympic games.