Archive for the ‘Marketing Strategy’ Category

VisitEngland campaign is part of Britain’s plan to boost tourism…

Thursday, March 8th, 2012

According to a report from Marketing Week the UK are planning to target domestic tourism with saturation marketing.  Culture secretary Jeremy Hunt said that “there will be no escape” from the VisitEngland campaign and the VisitBritain “Great Britain” activity in overseas markets, the UK will benefit from being “the best country to visit”.  Will this be enough to encourage UK residents to holiday at home this year…?

VisitEngland 2012 - Rupert Grint - Marketing Communications
VisitEngland 2012 – Rupert Grint

Historically there appears to have been an underinvestment in domestic tourism marketing and the UK faces the challenge with marketing to encourage less travel abroad and educate the public to the benefits in ‘staycating’ by pushing huge events including the Olympics and the Queen’s Diamond Jubilee.  How is the government tackling this challenge in practice…?

VisitEngland - Stephen Fry - Marketing Communications

VisitEngland - Stephen Fry

VisitEngland 2012 holidays at home £5m campaign features celebrities such as Stephen Fry, Michelle Dockery and Rupert Grint (Harry Potter star) who encourage people to do an array of activities in England, Scotland and Ireland.  Amongst the stars is Julie Walters who attends a garden party in the Cotswolds! What else will aid the marketing campaigns launched in the run up to the Olympics…?

VisitEngland - Julie Walters - Marketing Communications

VisitEngland - Julie Walters

In recognition of the importance of 2012, it has been reported that commercial partners are offering additional discounts on accommodation, attractions, and other tourism related goods and services. Operators involved include Thomas Cook, leisure group Merlin Entertainment, Travelodge, and more.

VisitEngland - Michelle Dockery - Marketing Communications

VisitEngland - Michelle Dockery

To ensure that this campaign is a success, the investment of £25m on a three-year strategy and the six-week TV activity is to be continuously monitored with a goal to establishing what campaigns are working and what the focus should be going forward…

 

 

Cadbury & The Olympics

Thursday, February 23rd, 2012

This week on Marketing Week shows the launch of Cadburys Rocky themed music video. The ‘Eye of the Tiger’ music video is the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and is designed to motivate athletes on the Team GB.  What makes this series of films different to any other of Cadbury’s quirky adverts in the past…?

 

Cadburys Olympic Advert - Eye of the Tiger

Cadburys Olympic Advert - Eye of the Tiger

The video is the final in the series of musical films featuring songs like Simply the Best, Danger Zone, and Gold, all of which are world class songs that are attached to momentous events in history.  Very clever Cadbury, once again they pick a song that just about everybody knows and cannot stop singing once they have heard it!  What celebrities are in the Cadbury finale…?

The ad features sports fans from home towns of Team GB stars such as Tom Stalker (Liverpool) and Ashley McKenzie (London) singing the Rocky theme tune as a way of encouraging their future local heroes.  Cadbury really are Risin’ up, straight to the top of viewer’s radar!

Cadbury Olympic Adverts-  Eye of the Tiger

Cadbury Olympic Adverts- Eye of the Tiger

Cadbury have been very busy on their support campaigns leading up to the events this year…, In January the brand kicked off the year with the launch of their limited edition pack and on-pack promotion.  The new promotion has been reported as offering extensive support as part of Cadbury’s status as the Official Treat Provider of the Olympic and Paralympic Games.

 

‘Chill and Charge’ creating brand awareness at festivals through digital media…

Wednesday, February 15th, 2012

Festival Brand Awareness - Marketing CommunicationsReflecting on the success of brand promotions such as the Orange ‘Chill and Charge’ campaign at Glastonbury last year, Marketing Week released a report this week on how brands can get the most out of festival sponsorship.  The Orange brand had a tent that enabled festival attendees to charge their phone at festivals, ingenious idea from the phone brand.  Glastonbury will be back in 2013, enough time for the brand to create an exciting campaign for the event…

An increasing number of brands that are not associated with music including Persil, Timberland, and Dairylea are using festivals as a channel to spread their brand messages.  Organisations are taking this method of marketing seriously by preparing in advance and building this activity into their strategy in order to get deals signed with popular festivals across the country.  How are brands making the most of festivals as a method for effective brand promotion…?

Digital media is becoming more prominent in the lead-up to and aftermath of festivals and is an excellent opportunity for marketers to promote their products and create brand awareness in advance.  Cheese brand Dairylea had huge success from Camp Bestival last summer with their Twitter and Facebook campaigns.  The festival is known as the family festival of the year and Dairylea seized the opportunity to promote the brand through a family photo shoot competition on Facebook leading up to the event.

Festival Brand Awareness - Marketing CommunicationsIt is important to remember that consumers now expect more from brands; Marketing Week revealed that those brands that can add a new dimension to promotion at festivals will be more likely to see a return on their experiential investment.  We look forward to seeing more innovative activity from your favourite cheese makers at this year’s festivals.

 

Men = the new target audience for Cravendale milk brand…!

Monday, January 16th, 2012

The milk brand has discovered that maybe after all these years they have been targeting the wrong audience! Let’s consider who goes out on a Sunday morning to get the milk and paper, or how many times the female shopper forgets to get the milk? Well, according to a recent report from Marketing Week Cravendale will position dads as “milk heroes” picking up milk when it has run out. As part of the brands marketing strategy, they plan to partner with a sports radio station such as TalkSport to build engagement with men through sport.  Are men going to want to hear about getting the countries long lasting milk brand when watching, or listening to the sport channel on the radio?

 

Cravendale Milk Target Men

Cravendale Milk Target Men

The brand has historically produced quirky adverts that have often been released in partnership with feature films at the cinema. These quirky and comical adverts provide  a welcome relief for cinema goers who are regularly bombarded with boring adverts as they eagerly await the latest release – the particular Cravendale advert I am referring to in particular is the opposable thumbs advert, remember that one that Cravendale launched last August?

The beer aisles in food retail stores will now contain advertising for the milk brand – Great! Whilst men shop for their beer and read through the latest copy of Men’s Weekly they will be prompted to check whether they need to get the milk, this may even mean that some households have too much milk at one time! Its fine, after all, we all know that Cravendale is long lasting.

Is getting the milk a bone of contention in your house…?

McDonalds and WRAP partnership to reduce waste…

Wednesday, January 11th, 2012

McDonald's Wrap Recycling PartnershipSome may say it is ironic that fast food conglomerate, McDonalds is working in partnership with the charity organisation, WRAP, but the partnership is well matched according to recent marketing news.  This is a good opportunity for McDonalds to promote the materials used to package their food in and educate consumers on how to dispose of this to ensure that maximum recycling is achieved.  McDonalds promote themselves as a brand that uses 85% reusable packaging with their products.  This claim is confirmed through their support for recyclable material and promoting sustainability.  Are other companies taking this initiative seriously and promoting reusable packaging…?

Costa Coffee owner Whitbread and distribution partners such as Brakes are also part of the plan to communicate the importance in reducing food and drink waste out of home.  The brand has taken this initiative very seriously in the past and will continue to do so leading up to spring where a voluntary agreement will be drawn up alongside many food services in the UK to significantly reduce out of home waste.

Previous initiatives from the organization include partnerships with major retailers to reduce plastic bag usage which has been a success nationwide throughout 2010 and 2011.  WRAP is faced with barriers when communicating messages – as a ‘not for profit’ company they cannot launch a campaign themselves but need to secure relationships with brands who can promote the charities mission through their PR and advertising – We hope to see more brands joining forces with WRAP this year.

 

Supermarkets join forces with government initiative to promote healthy eating…

Thursday, January 5th, 2012

Supermarkets Join Government Healthy Eating CampaignWhat is your New Year’s resolution?-Well, for a majority of the population there is a lot of pressure to eat healthily and exercise following the Christmas period.  According to Marketing Week supermarkets; Asda, Co-operative Food, and Aldi will offer customers discounts on a range of healthy foods to encourage healthy eating and of course demonstrate their support for the government push this winter.  Why is the government working with the supermarkets on this…?

The Change4Life initiative aims to tap into not only the parents’ New Year’s resolutions, but also the children’s.  Recipe cards with healthy meal ideas will be distributed through channels including newspapers and direct mail in order to launch a comprehensive campaign that will force parents to stand up and take note. Although a minority of supermarkets have been reducing the price of some items, is healthy eating more costly for parents? Therefore can the parents complain about the cost of eating healthier…?

It appears not! – In addition to the recipe cards distributed, a cookbook endorsed by celebrity chef Ainsley Harriet will contain recipes that can be made for under £5 and this will be available through the government’s initiative partner, The Daily Mirror, from 20th January 2012.  That said the public has its reservations on whether the government guidelines are truly healthy!

So will parents buy into this marketing campaign, and should all supermarkets be forced to drop prices on fruit and vegetables in order to get full support…? In an ideal world yes, but let’s face it the chances of the government implementing this, and the likelihood of supermarkets actually buying into it are pretty slim.

“This year rather than using celebrities, the campaign will feature The X Factor contestants and their God-given talents”

Wednesday, December 14th, 2011

X Factor Advert - Marks and Spencer - M&SThe clever campaign from M&S featuring the 16 X-Factor live show contestants has proven a success amongst the show’s loyal fans.  Everyone is talking about it! The contemporary version of When You Wish Upon A Star song has been a proven success by engaging with its audience and generating a strong, emotional response.  According to Marketing Week the advert is the highest rated among all the brands during the final last Sunday.  How was this success measured…?

According to a research study that measures emotional responses to ads from viewers aged between 18 and 25, this generated the highest response with the right mix of emotions.  The research agency used an unobtrusive electroencephalograph (EEG) headset to monitor brain activity.  In addition to this, the viewer’s eye movements were tracked to provide a correlation between what they saw onscreen and their emotional response.  This form of tracking gives the brand a firm handle on how successful the campaign was and reflects that the timing of the advert is just as important, in terms of impact, as the content.

Timing is everything.  The contestants look amazing showcasing the new Christmas range and the exposure of this advert has been maximized to its full potential.  Steve Sharp, executive marketing director of M&S, emphasised the importance of the program to the British public and how this is reflected by the fact that discussions on the show are continued into the following week.   In conclusion we may say that this is M&S at its best and the collaboration between the two brands is one that has created something truly amazing!

Click here to view this emotional performance.

Post Launch Results of the iphone…

Friday, October 28th, 2011

iphone 4S - Projected SalesThe period leading up to the launch of the new iphone has had implications on investors resulting in a 6% drop last night after missing the sales expectations for the third quarter.  Investors are reported to be disappointed with the results, however, when looking into the period between the last model launch and the most recent iphone 4S launch, sales dipped due to consumers anticipating the arrival of the revolutionary iphone 5 product.  Is this news really relevant in the grand scheme of things? We doubt it!

Although the reports demonstrate a decrease in revenue, there is a clear explanation as to why. The reports from sales of the new model show that the new 4S sold more than 4 million units in three days, not bad really.   To reassure other investors of the iphone’s position in the market the chief executive officer, Tim Cook projected that they will set an all-time record for December sales of the iphone.

As with all new technology based products there was much criticism of the new iphone model.  Typically statements such as, ‘it’s not innovative enough’, ‘the new model looks exactly the same’, are the types of comments that initially came from consumers, however as users upgrade to the new model and start to use the device, their opinions change and they iphone 4S - Projected Salesestablish the new capabilities of the new version.  A comment recently, post launch, is a great example of how inaccurate, or irrelevant perhaps, industry expert’s comments can be when looking at the sales of the new model…BlisMobile’s chief executive Greg Isbister believes that even though there are improved internal features it will not significantly impact Apple’s market share because it has not got enough “hype and excitement – it looks identical, which doesn’t get people as excited.”  Sorry who and what is BlisMobile?!!

There will be a method to Apple’s madness…we look forward to them revealing their new computer software and additional products to accompany the new iphone, which let’s face it will be a must have for Christmas for current iphone users…!

Looking to change the face of marketing in promoting the brand…!

Monday, October 24th, 2011

Neuromarketing - Marketing CommunicationsThe consumer now receives messages from all directions, for example, social media, phone and e-mail, all of which are fighting for attention. In turn, this has implications on how consumers view brands and what is important to them in terms of the information being received.  Marketing Week have recently released an interesting article that delves into the current state of marketing, what medias are being utilized, and to what degree they currently impact on the consumer. Looking at the brain and how it processes information the report emphasizes one method of effective marketing and that is neuromarketing

Microsoft has looked at how consumers engage with different media such as TV, PC and mobile devices. TV was likened to an old, reliable and entertaining friend, the PC like an older sibling and the mobile device a new lover.  Given that Microsoft conducted the study and is promoting neuromarketing as a way to engage with the consumer on a personal level and create a tool that enables interaction between seller and buyer on their hand held device, this is not entirely surprising.

BT’s Millard states: “Companies are using social media as broadcast media, but it’s actually about engagement. The challenge is that if a customer wants to talk to you, you have to find the person with the right skills to engage back, and that might exist somewhere beyond the marketing department. So it’s important to start thinking about how you break the boundaries between back office and front office, marketing and PR.

This statement is an idyllic situation for the marketer and one that at some point they will hopefully achieve, however in reality there are so many hurdles to overcome before getting to this point, perhaps this is more of a one off campaign as opposed to the culture in the long term strategy of a particular brand.  As Millard rightly states there is merit to investing in social media as a form of engagement and relating to the consumer in a social environment, however marketers need to ask themselves to what extent they push this and should they be selective in the content that they are posting through this media channel?  – Targeting is the fundamental point here, the consumer will listen when messages are relevant and interesting, target the right people and you can’t go wrong really!

If resources were on tap what would you as the marketer do…?  An interesting viewpoint from Martin Lindstrom, neuromarketing expert to finish on “The role of the marketer will be obsolete really soon. I predict that it will not be about marketers running online communication, instead it will be in the hands of psychologists and data miners.” –Food for thought perhaps…?

Should marketers continue to spend despite the economy…?

Wednesday, October 19th, 2011

We have recently discussed food retail brands who are focusing more on price based marketing. This relates to research that indicates over 60% of goods are now sold based on price promotion.  There is, however, a strong argument that supermarkets should still invest, and are doing so, in long term brand promotion strategies in order to wait out the fluctuations in the economy and consumer spending in the hope that consumers buying patterns will adapt to a rise in the economy not too far from now.  Is this relevant though, or should the question be whether marketers, in all industries, should keep investing in whatever channels are necessary at this time…?

Marketing Campaign Model

Marketing Campaign Model

Marketing Week reported that brands have been advised to invest in marketing as they will benefit from improved market share in the long-term.  The authors of the latest IPA Bellwether report discovered that marketing budgets were in fact set higher this quarter, however budget allocation was more geared towards direct response channels such as DM and sales promotion.  This is working and therefore marketers need to ensure that the activity is ongoing leading up to Christmas.   What would happen if companies stopped advertising and price promotion in today’s market…?- They would disappear, brands have no choice but to roll with it and by taking on the financial pressures imposed on consumers today they can only hope that it will pay off in the long term.

 

IPA president Nicola Mendelsohn emphasizes the importance that the advertising industry should do all it can to be as upbeat as possible to meet the challenges that we face.  So there is clearly no straight forward solution as to what investment companies make in marketing, however, the absolute certainty is that companies do need to continue to spend on marketing, the statistics speak for themselves…!