How does a brand recover from serious damage?

There’s no mistaking the Samsung brand suffered significant damage when they were forced to recall the Samsung Note 7. This caused significant brand damage as consumers trust was damaged. Trust in a brand takes a long time to build as it is developed through countless interactions with the brand. But trust can be broken overnight.  Further, consumers are now reminded of  this incident every time they fly on an aeroplane as they are reminded not to take the Samsung Note 7s on their flight. However, Samsung deserve praise for the messaging in their latest campaign.

When devising a campaign, there are multiple angles that can be taken, just like writing a story.  Samsung have taken the angle that despite what happened, safety has always been their priority and as a result of recent incidence, they have introduced an 8-Point Battery Safety Check which is enforced through their innovation message. In this campaign, the innovation message is the umbrella message the safety message sits under, which is very clever as innovation is something Samsung has been known for long before the Note 7.  Consumers associate Samsung with innovation and therefore it is a familiar quality of  the brand to them which they still trust.

Further, Samsung have acknowledged the incident which is very important as this restores trust in the brand. If they had of ignored the issue or brushed over it, the campaign would have come across as deceptive and ignorant.  Instead they have chosen a humble tone which I believe was the right path to take.

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Bullying Spellcheck…tick!

Earlier this year Headspace, in conjunction with Leo Burnett Melbourne, created some impressive, innovative technology to prevent bullying.

Parents, prepare to be introduced to Reword.  Reword is a free tool which can be downloaded here.  What Reword does is offer users the chance to rephrase bullying messages before they are sent on social media platforms; working on the proverb ‘prevention is better than cure’ when preventing mental illnesses associated with bullying, as the damage is done once the message is sent.

The best thing about this campaign is the testing has shown success with 79 per cent of young people (12-25 years) willing to reword their message or post when prompted.

A great example of technology as a force of good in the world!

April…the month that was!

Bear with me as this post is a week or so late. However, I think it’s worth noting everything that happened in the world of marketing last month.

Coca-Cola revealed new packaging…

Coca-cola revealed new packaging for all it’s drinks last month, furthering the push towards ‘one brand’. The implication of this will be seen on the shelf as consumers may struggle to find their beloved drinks now.  There is word this move was pushed by a drop in sales due to the sugar-free movement and in that case, a change in packaging won’t increase sales.

Arnott’s changed the flavouring of Shapes…

I’m speaking as an outsider on this topic (and the above to be honest) however this change has resulted in a bigger reaction than what I believe Arnott’s expected.  Long story short, Arnott’s changed the recipe to a “new and improved” version and consumer’s do not like it. Was this a marketing ploy to create interest? I don’t think do. Although it has resulted in a spike in sales as consumers stock up on the old version, it was more than likely a re-vamp for the brand or a cost-cutting measure.  What will be interesting is the long-term sales of the new version should consumers continue to vote with their feet.

Snapchat increased its use of filters…

Snapchat increased its use of event filters, including a controversial ‘Bob Marley’ filter. Event filters last month included the A-League Grand Final.  Snapchat also surpassed Instagram in terms of number of users.

Overall, a very exciting month in the marketing world and a few things to keep an eye on in the supermarket isles!

Stay curious.

Snapchat Geofilters – Marketing and Beyond

160426 Snapchat geofilters-01

Snapchat introduced geofilters in 2014 (with on-demand geofilters being introduced earlier this year), presenting a new way to market destinations, places and events. Geofilters allow a user to use filters illustrating their location. This is then sent to their friends directly or placed on their ‘story’ whereby all their friends can see it. The impact of this can be described as part of schooling behaviour; whereby other people think of it to be ‘cool’ to go to such place because they’ve seen others go there.

Screenshot_2016-04-25-21-09-42There are two types of filters that can be designed. The first being community filters that can be used for a city, university, local landmark or other public location. These are free and cannot display any branding or trademarks, as seen implemented by Mackay Regional Council.   On-demand filters are paid filters businesses or individuals can design and purchase. These can be used for events, are only available for a maximum of 30 days and can use branding and trade marks. The cost of these filters varies based on the size of location and duration of the filter.  On-demand filters have been used for music festivals and occasions such as weddings.

The reason Snapchat filters are so influential is firstly due to the variety of users and secondly, the current photographic ‘selfie’ culture. Snapchat is most popular for those aged 16 to 24 (amounting to 52% of users[1]) although is used by consumers from 12 years of age. The high number of young users makes it easier to communicate with these users and demonstrates prominent schooling behaviour as they are more easily influenced by the behaviour of their peers. Todays photographic culture can be seen everywhere. The impact of people sharing a photo with your event, brand or place on it is needless to say, influential. Although in its first instance an image sent via Snapchat is only available for a short amount of time, it is increasingly common for users to save Snaps and share them on other social media platforms (such as Facebook, Instagram and Twitter).

To design and implement a filter, you can use a template or design one as a png file with a transparent background. The design must encourage use by your audience, so be engaging and limit the space used on the image. It would be defiantly recommended for towns, cities, universities and landmarks to take advantage of Snapchat’s free community filters in the future.

If you need any assistance in designing a filter or introducing Snapchat to your marketing plan, don’t hesitate to contact Courtney at the Curious Cat.

 

[1] http://www.statista.com/statistics/315398/snapchat-user-age-distribution/

Timely Sponsorship…

This season of the Big Bash League is the first year Zooper Dooper have become a sponsor of the series, presenting a perfectly timed opportunity to reach a wide audience.  Zooper Dooper have curated an arrangement of match-day signage, including umpires shirts and boundary ropes.

The opportunity to sponsor such an event is perfectly timed for Zooper Dooper as the series begins in December and concludes in January.  Zooper Dooper struggle to achieve top-of-mind awareness due to the seasonal nature of their products.  However with a low price point, they are accessible to all.  The games are affordable to attend resulting in sell out crowds and wide television audiences, and consequently wide reach of the sponsorship.

Such sponsorship is exceptional in raising awareness, especially when coupled with in-store promotions.  Zooper Dooper have done this exceptionally well with specialty Big Bash packaging in Coles and Zooper Dooper holders in Woolworths, along with in-store displays and price promotions. These increase the purchase propensity as the consumer finds it easier to recognise the brand in-store.

So when will we see advertising that works?

This article is part three of a three part series.

In the last two articles we have spoken about a few things that it takes to make advertising that works – well branded, effective advertising.  This knowledge is based on research conducted by academics around the world (including at the Ehrenberg-Bass Institute for Marketing Science in Adelaide, Australia).  So if this knowledge is available, when will we see it put into practice?

Creative agencies can have a reputation for creating advertising that is artistically beautiful and consequently wins industry awards (the majority of advertising awards being directed towards artistic and production talent, excluding the Effies). However these campaigns aren’t necessarily effective when it comes to changing the behaviour of the consumer.

In order for creative agencies to create effective advertising, two things need to occur: 1) the client needs to want it and 2) the agency needs to want to do it.  I’ll now address these points independently.

Firstly, the client signs off on every campaign; at the end of the day they are the ones who pay for it and therefore must be happy with it.  If the client appoints a new marketing manager and decides they need to change an existing distinctive asset, there is little the agency can do about it.  The client needs to be educated on how to make advertising effective.  But don’t forget the customer is always right! Brands often forget how little attention is paid to their advertising and don’t like to accept that, given how much they are investing. There is a level of education that needs to occur here and the agency isn’t always in the place to provide it.

Secondly, the agency needs to have a culture that stands by creating effective advertising.  In a smaller agency (without a strategy team) this needs to come right from management at the top and down to the account management team writing the briefs.  If the culture fosters effective advertising, effective advertising will be created.

Hopefully we see more effective advertising in the future.

Stay curious..

So, how do I tell you who I am?

This is part two of a three part series on effective advertising.

So from part one we know for advertising to be effective, it has to be well branded so we, the audience, knows who is advertising. But what is the best way to make an advertisement ‘well branded’?

In order for an advertisement to be well branded it must have both audible and visual branding or distinctive assets (assets that the consumer will subconsciously associate with your brand – think Nike and the tick).  Audible and visual branding ensures those who are passively avoiding your advertisement may be accessed through the audible branding.  Those who are muting the television  can also be accessed through visual branding.

It must also be remembered in more cases than not, the consumer will not watch the entire advertisement with 100% attention. Therefore, branding needs to be in all thirds of the advertisement in order to reach as many people as possible.

Myer’s more recent 15 second commercials demonstrate better branding than their initial 60 second spot.  Although this is a slightly longer advertisement, Coles have used both audible and visual branding exceptionally well.