Posts Tagged ‘marketing communications’

Cadbury’s social impact on the Olympics 2012…

Friday, March 23rd, 2012
Spots V Strips - Cadburys - Marketing Communications

Spots V Strips - Cadburys

In a recent blog regarding chocolate brand Cadbury’s we discussed the increase in marketing activity surrounding the Olympics 2012.  The ‘Eye of the Tiger’ music video, launched this year, was the final part of the series of adverts in the Keep Singing, Keep Team GB Pumped campaign and was designed to motivate athletes on the Team GB.   This successful campaign demonstrated how important it is for brands to support the Olympic events this year.

It is evident that Cadbury’s motivation through their campaigns is to inspire people across the UK and Ireland to take part in sports.   The brand claims that it’s Spots v Stripes Olympic activity has been a success, not by measuring the number of chocolate bars it has sold, but how it has inspired people across the UK and Ireland to take part in sports.

A combination of different marketing campaigns – the Olympic postcard campaign – and sports events – Spots v Stripes games – over the last two years has positioned the brand as a key player in the promotion of the Olympics 2012.  How is the brand measuring its return on investment…?

Marketing Week reported that more than three quarters of a sample of 1,115 participants and spectators said they were more likely to get involved in community activities … Peter Taylor, professor of sport economics who took part in the assessment, claims that for every £1 invested in the campaign, the return on social investment, or benefit to the community is £1.90.

Cadbury’s agenda is about creating awareness and bringing communities together rather than increasing sales.  I am sure the brand will see a significant increase in sales off the back of this comprehensive campaign leading up to the Olympics.

 

Scary business for new feature film…

Thursday, March 15th, 2012

Paranormal Activity 3 Ads Banned - Marketing Communications

Paranormal Activity 3 Ads Banned

The new feature film Paranormal Activity 3, rated ‘R’ for some violence, language, brief sexuality and drug use, has been banned from broadcast before 9pm by the ASA after receiving complaints that parents and the children watching were caused distress.  According to Marketing Week the campaign included a series of three TV ads for the third installment of this blockbuster; each 10-second ad featured quick changing scenes shot in the style of video and surveillance camera footage from the film.  Given the explicit scenes of violence and abuse you would have thought that Clearcast would have been reluctant to clear the program for the 7.30pm showing as opposed to 9pm, apparently not! Who are Clearcast anyway…?

 

In compliance with the BCAP TV Advertising Standards Code, and according to the company’s website, Clearcast are owned by the UK’s largest TV Broadcasters and it is their mission to ‘…make it easier to get ads on air…’ I think the mission says it all really!  This poses the question as to whether companies like Clearcast should be held accountable.

Hilariously Paramount Pictures said that the short duration of the spots “alleviated” the potential for harm or offence because they did not maintain a level of sustained threat and tension to leave a lasting impression on the average consumer. – So basically as long as the feature clip is short then viewers cannot be affected in a negative way.

Thank you to the Advertising Standards Authority, who said although the ads were brief, the general tone was of fear and the way the spots were shot.  It makes you wonder what would happen if governing bodies such as the ASA did not exist…?

 

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…

 

 

Greggs secret ingredient to building a stronger brand…

Thursday, March 1st, 2012

Greggs Bakery Marketing Strategy - Marketing CommunicationsGreggs the baker is a fantastic example of how effective communication between businesses and consumers can be achieved through the use of social media sites such as Facebook, and this has been the height of discussion in marketing news this week.  According to Marketing Week the brands CEO, Ken McMeikan started at Greggs in 2008 and wrote to the 20,000 customers that the business had on file to ask what they thought of the brand.  The response was surprisingly high with 11,000 responses in total! So what has changed for Greggs beyond the famous sausage roll retailer in the last four years…?

McMeikan now prefers to receive feedback via Facebook, checking the Greggs page four to six times a day.  The report shows how feedback from consumers has gained results.   Suggestions for changes have been addressed, and in many situations implemented, and a new range of food has been developed in-house, using Greggs’ own bakeries.

The new range reflects the feedback and suggestions left through Facebook which is great PR for Greggs.  This means consumers can see that the brand is taking their opinions seriously and are in turn prepared to trial new products and methods for delivering the products, whether this is to sit down in store or tapping into the coffee market.   Does their new marketing activity stop at Facebook though…?

Introducing the new Greggs App…!  This free phone device will allow customers to access product menus, nutritional information, and includes a flashy GPS shop finder that will assist customers in finding their nearest Greggs.  This is yet another move forward that promotes the brand as one that is evolving to meet the ever changing demands of the consumer; this new app will certainly put them on the coffee shop map along with major chains such as Starbucks and Costa.

For a full report on Greggs comprehensive marketing strategy click here

Customers can also view meal deals, discounts and useful information.

 

‘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.

 

The Muppets are back with more mayhem…!

Wednesday, February 8th, 2012

 

Cravendale - Muppets

Cravendale - Muppets

In association with Disney the latest Muppet movie was launched in the US in October 2011 and is to be released this week in the UK.  Along with cinema exposure, what kind of marketing have the Muppets done, and do they need to in order to succeed in the UK…?

Hollywood blockbusters tend to promote themselves as a result of the sheer volume of exposure leading up to the release in cinemas; however this often occurs in the films home territory, in this case the US.  What are the implications of not marketing through traditional channels to other countries and what can brands do to help this…?

Everyone knows who the Muppets are.  The long standing brand is well established not only in the states, but in the UK as well.   This has not deterred the organisation from conducting marketing through TV advertising, by featuring characters such as Kermit and Pepe in the latest Cravendale advert as brand ambassadors for the milk that is long lasting, this promotes brand awareness among the British public and viewers are made aware of the new movie coming to the big screen this week.  The marketing activity is also continued on the packaging of Cravendale in stores throughout the country, and the Muppets are on the website!

Click here to view this amusing ad.

 

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…?

“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.

H&M’s CGI Models Aren’t Going Down Well…

Tuesday, December 13th, 2011
H&M Use CGI Models Online

H&M Use CGI Models Online

The Marketing Communications blog has looked at brands enhancing photos of models before, with the most recent story revolving around Julia Roberts and her representation of Lancome. With the Advertising Standards Agency  becoming so involved in the area of air-brushing ads it’s hard to believe that a brand would go one step further and create entirely fake models!

That’s right, High Street store H&M have been reported to digitally create a woman’s body before adding a model’s face, adapting skin colour and then of course, adding clothes, for their online store! This is quite incredible to all of us who would never look at H&M’s online store and think that the models portrayed wearing the retailers clothing are entirely virtual.

When looking carefully at the models  in the picture above one can see that the bodies are eerily similar and with a bit of hair changing and face swapping these models look almost real. But is this approach to advertising really a good choice in the current advertising climate?

The ASA have been on the hunt for airbrushers, will CGI models be next? Afterall, with H&M’s main customer being women and girls, do they really want to send out the message that the only way to have a perfect body is to create it with a computer? Will the ASA once again push companies, like H&M, to be fully aware of their social responsibilities and their affect on their audience through advertising?

It seems that a rather disgruntled public hopes so. This brings us back to the book chapter on advertising, where the authors explore an interesting investigation involving false advertising against Swiftcover.com (see page 486 for full case study.) Will H&M stand by their somewhat fake models? Only time will tell…

Competing ecosystems; Apple, Google or Facebook…?

Friday, November 18th, 2011

Google MusicIt’s all about sharing music, right…? – Search giant Google has signed content deals with more than 20 music labels, including EMI, Universal and Sony Music Entertainment.  According to Marketing Week Google’s music library will be more than extensive, with over 13 million songs available.  Integrated with Google+, this service offers users the ability to share songs (FULL SONGS!) with friends, without the need to purchase.   But how similar is this to the Spotify and Facebook partnership though…?

Google initially launched Music Beta in May 2011, due to licensing agreements; consumers were blocked from sharing songs with friends.  This has since been revised, and Google+ has been forced to address the fundamental principles and guidelines relating to providing music through social media platforms.  Will this initial launch leave a black mark on the search engine’s reputation, and have an impact on the new services success…?

There has been concerns raised as to the extent to which this differs from existing providers.  According to the Telegraph, Google said that users will be able to store up to 20,000 songs and, unlike Apple’s service which costs $25, it’s free! –The questions raised here are irrelevant, the point is that people who are using Google+ will try out this new music feature, and potential customers will undoubtedly be drawn in.  The question will be as to whether this works in the long term; only time will tell.  Currently available in the US, it will be interesting to see whether this makes it across to the UK, before iTunes brings out their latest revolutionary product!

Let us know your thoughts…?