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.
There 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) 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.
It’s common thought when designing a product, you need to create something the consumer wants or has a need for. But what if a brand could work the other way around? Continue reading
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.
This is part one of a three part series on effective advertising.
Obviously spend on advertising increases in the lead up the Christmas as brands compete for precious consumer spending. However, are brands really getting their ROI?
Along with this increase in advertising, there is also an increase in wasted spending. If an ad is aired and the consumer doesn’t know who or even worse, what it is for, the spend it wasted.
Brands must take into consideration that consumers don’t like advertising, with one third of television viewers avoiding advertising through switching channels, playing with children and pets and going into another room. Another third are passively avoiding advertising through muting the television and directing attention towards other mediums such as social media. Therefore a brand must do all it can to access the two thirds of the audience that don’t want to know about them through having a likeable, well branded (audible and visual branding) advertisement.
An example of a poorly branded advertisement is Myer’s “Find Christmas at Myer” TVC that has been airing for the last three weeks. Not only does it require the viewer to watch the very last 8 seconds of the 60-second commercial to know whom the advertisement is for, it also does not show any products and lacks audible branding. Consequently, a large proportion of the audience is a missed opportunity.
Stay tuned for part two…
When a consumer enters a store, they entre a new environment. This can be a calming or highly stimulating environment. They may entre with ambition to make a particular purchase, or idly wonder and browse; we have all been in both these positions at one time or another. A stores environment is intrinsically associated with their brand and it is therefore essential to create the right atmosphere and ambience to create a welcoming environment to foster sales; the essential purpose of a store.
Many factors contribute to a store environment including: the music played, the layout of inventory, the use of technology and personality of employees to name a few. Any changes in these elements will influence the store environment, and consequently the brand. Visitors need time to adjust to the store environment upon entry and don’t want to be bombarded by store personnel or stock. These experiences can make a consumer feel very uncomfortable within the space of the store. Store personnel are required to read visitors to the store to assess if they want assistance, are idle shoppers or are on a mission. The wrong classification of any of these visitors to a store can create the wrong ambience. A store that has the right environment will encourage repeat purchasers and sales. Continue reading
With most families having two working parents, with people having more commitments, with people having less time, with people working longer hours …Why aren’t serviced based businesses open outside of business hours to accommodate for the working population?
What I’m talking about here is services-based businesses, who rely on people physically contacting them in all or certain instances should be open from 11am-7pm or 12 noon – 8pm to allow those who work 9-5 to be able to access them. Services such as Australia Post, banking and hairdressers could be considered among other services whereby such operations hours would be of public benefit. Such business model would be more profitable as staff would be paid to attend to clients rather than being paid to work during the quieter times of the day when their target audience are working.
Not only should these businesses alter their operating hours to accommodate their consumer, they need to increase their level of customer service. When service is what you offer, it is vital you make it a priority. I understand quality of service is rehashing an old issue however businesses need to realise the consumer doesn’t care as much about their brand as they think they do. Consumers are more likely to switch banks than ever before. We are not 100% loyal. The only things keeping someone with their bank can possibly be customer service, innovation or interest rates. I highly doubt it is the last one as the majority of consumers don’t watch these or change banks on this basis. Even Australia Post is facing competition with eBay partnering with Big W and Woolworths distribution networks.
It’s about time businesses changed to reflect changes in society and what society wants. The consumer drives the demand for products and services. We have seen a shift away from in store sales to online sales for products and its time services revolutionised to maintain demand. Unfortunately, if they continue the way they are going, they won’t keep going.
Do you remember my Google Student Ambassador application video? Well I was accepted into the Ambassador program and that meant spending 2 days at Google HQ Sydney for the GSA Summit last week! Being a Google Student Ambassador means representing the Google brand at UniSA for the rest of the year. The Summit was a fabulous opportunity to learn about Google products and network with other Ambassadors and Googlers alike.
The summit included seminars on specific products, Q&A with tech and non-tech Googlers, opportunities to talk with previous Ambassadors who are currently working at Google, presentation skills workshop and learning what it means to be ‘Googly’. While at Google we lived like a Googler, including eating from the Google café’s and too much swag! Other activities we participated in included tours of the office, cooking competitions and teamwork competitions and a boat cruise on Sydney Harbor.
In my last blog post, I mentioned Adam Ferrier talking at the Southstart conference. Adam discussed the psychology behind changing behavior through advertising. A majority of advertising is focused on changing behavior, we either want someone to do something (such as buy a certain product) or stop doing something (such as stop smoking). The theory behind changing behavior through advertising comes from the psychological theory of cognitive dissonance, whereby individuals experience mental stress or discomfort when their thoughts, feelings and behaviors do not align. Therefore, for brands to change behavior we need all three aspects to change so the consumer feels comfortable with their decision. Therefore to change behavior, we also have to change the thoughts and feelings.
The IKEA effect illustrates the consumer’s cognitive bias, and hence changing feelings, towards a brand when they have an input into the creation. Continue reading
You can have best marketing campaign of the year, however if the consumer cannot access your product, it is of no benefit to the company. With new avenues for consumers to access products brands such as the Dollar Shave Club and Love Lois are challenging the way consumers think and purchase personal hygiene products in Australia.
This is more of a personal update than a marketing post as I realise there as been a drought on marketing posts lately!
I have recently concluded my 3rd year of my double degree in Law/Management (Marketing) representing 60% of my degree is completed and another year of law school done! I have also finished a four (4) month contract at the University of South Australia working on recruitment advertising. My achievements in this position include being responsible for the first appointment at the University utilising LinkedIn. This has been a fabulous experience in which I leant a lot and developed personally and professionally. I welcomed in 2014 with an internship in Beijing, without a doubt the highlight of my year. The year continued with three (3) months work in the digital team at Adelaide City Council, a marketing plan for the YMCA Aquadome and initiating The Curious Cat.
2014 was a massive year and 2015 is shaping up to be bigger and better. 2015 will be the year I complete the Marketing component of my double degree. I have work experience lined up with JamShop in February along with a few other exciting projects in the pipeline. I will be sure to keep you updated!
I look forward to having you follow my journey though 2015. Hope you had a wonderful Christmas and 2015 allows you to achieve your hopes and dreams.
Stay Curious…The Curious Cat…Courtney x