Nudge-Nudge, Wink-Wink

In case you didn’t know it, March is International Mirth Month. And in honor of this momentous occasion, we’re focusing on ad concepts and headlines based on familiar phrases, puns and clichés. After all, some of the most memorable campaigns ever created were simply new spins on old one-liners.

Charlie
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Who can forget Charlie Tuna and “Sorry, Charlie - we’re looking for tuna that tastes good, not tuna with good taste?” Just as the most effective sell copy’s built upon thoughts the audience already believes, the best headlines connect with phrases we already know.

I just came across a very interesting article on eMarketer.com that I thought worthy of sharing:  Brands Leverage Influencers’ Reach on Blogs, Social

Digital and Social Media Advertising Budget 2012

In summary, this article explains the value of blogger outreach campaigns:

  • Of all social media channels, bloggers are most likely to influence purchasing decisions.
  • Bloggers have “greater than average reach among consumers.”
  • Consumers are influenced by people that they respect, such as bloggers.
  • Bloggers can help to gain Facebook likes, Twitter followers, and website visits.
  • In 2012 Brands spent only 12% of their social budgets on influencers and bloggers.

Chiquita Baseball Little League StickersI recently read an article, “Chiquita Goes Mobile with Little League Baseball” , that immediately had me cheering: “Way to think outside of the box Chiquita!”  “ Great idea!”  “Perfect target!”. Chiquita bananas have been a long-standing favorite of mine; the perfect fruit, with its own wrapper, sweet, not messy, great grab-n-go snack.  With four active kids, it was often a fruit I picked up as the snack mom providing something nourishing for the team. When I read that Chiquita Brands had leveraged a three-year partnership with Little League Baseball, I was excited! They have stepped into the perfect fit – Mom’s shopping for healthy choices for their family, parents providing snacks for sports teams, kids wanting a grab-n-go, fun snack.

Behavior Segments
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As discussed in last week's post Who's Who With Your Brand, all consumers fall into one of three basic profiles: Devoteds, Temperates or Dabblers.

You may not believe that a cheese manufacturer has the same consumer profiles as a pork processor, but read on and you will see that they do.

Devoteds: Love it Temperates: Like it Dabblers: Take it or leave it
  • Loyal to your brand
  • May purchase at retailer or shop online
  • Most likely to promote your brand to others
  • To become brand advocates
  • To interact with your brand online and via social media
    • Likely the smallest profile in terms of percent of the market
  • Spread spending across multiple brands
  • May or may not be aware of your brand
  • Motivated by
  • Incentives, offers and prmotions
  • May interact with your brand online in order to receive offers
  • Largest profile in terms of percent of the market
  • Not loyal to any one brand
  • May or may not be aware of your brand
  • Wouldn’t actively seek out your brand
  • Motivated by incentives/offers/ promotions
  • Not motivated by brand engagement online or otherwise
  • Likely slightly larger percent of the market than the Devoteds

Behavior Segments
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In food marketing it’s expected that customer segmentation and profiling is part of the marketing strategy and planning process.  Often times, this can be overly complex, and, in typical marketing fashion…not very practical or actionable.

Here’s an easy, effective way of looking at it: your brand has Devoted followers. They love you. Temperates, who like you. And Dabblers, who can take you or leave you.

Devoteds

They are loyal to your brand. No other brand compares. They are ambassadors of your brand, talking about you to their friends, posting on social media networks, and influencing others to use your brand.

They want to know about you and stay connected to you, so they join your club or email group. They won’t wait until your brand goes on special to buy, however, it’s very beneficial to make them feel appreciated, by sending them coupons.

We’ve all heard the Six-Second Billboard Rule: how any information the viewer can’t absorb in six seconds is wasted.

In reality, even six seconds is a bit optimistic. A focused, impactful three-second “read” that allows some breathing space is actually more effective. Why? Allowing your basic message a few uninterrupted seconds to sink in without adding anything else to think about creates a small “memory zone” before the next distraction (i.e. brake lights or the next billboard), increasing the chances your message will stick.

Remember the first time you saw one of Chick-fil-A’s iconic “Eat Mor Chikin” billboards? Couldn’t believe your eyes, could you? Three-word headline, no phone number, no web address. Just a memorable image (cows painting) that continued burning its way into your retinas long after you’d sped past.

chick-fil-a072712d

Chipotle’s got a pretty good handle on simple and iconic, too. One message, no extraneous details: Really Big Burritos, delivered with a sense of humor.

Just about a year ago Dole began their "366 Ways to Go Bananas" or "A Banana a Day" promotion to support their three-year-long "Go Bananas" concept. The overall goal is to encourage Americans to use and incorporate bananas in their diet outside of just breakfast and lunch-- which would increase the overall sales of bananas.

I read a brief recap on the promotion (though results aren't measured/published yet) on Path to Purchase and began looking up information immediately, as I was impressed with how full-circle this initiative seemed to be.

Dole identified the issue that people were primarily eating bananas for breakfast and lunch. Their opportunities were obvious enough, encourage the use of bananas for all meals and snacking, but it was the execution that was impressive. A microsite, social media accounts, recipe and serving suggestion development, in-store promotions, national tour, retailer and film partner promotion, blogger outreach and sticker QR code activation all pulled together to make this happen.

A microsite dedicated to A Banana a Day including  bananas recipes, serving suggestions, nutritional information, links to their Monday Funday Facebook promotion, and a link to their Twitter account where a new way to go bananas was posted daily utilizing the hashtag #Go366.

I recently read an article in Path to Purchase which called attention to Triad’s Pinterest Board, Ads: Then & Now. 

This comparison of product ads from 40-60 years ago to current ads, took you for a tour of years gone by. It was like walking into the homes of my parents’ or grandparents’ and opening the pantry. Oh how times have changes and the products that have changed along with the times. My observations of how the ads have changes from then till now are:

“Then” ads:

  • Communicated product features and benefits
  • Focused on present times
  • Suggested how the product could currently benefit you

“Now” ads:

  • Focus on where the product can take you
  • Tell you what you can experience because of this product
  • Suggest who the product helps you become
  • Connect with your feelings
  • Encourage living life to its fullest and enjoying the fun side of life

The holiday shopping season is finally upon us. With Thanksgiving less than a week away, our mailboxes have been packed with Black Friday and Pre-Black Friday mailers and flyers for weeks now. Ditto the Sunday papers: stuffed to the gills with inserts from every retailer you can think of.


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If all that seems pretty normal, don’t let it fool you - something major has changed since last Christmas. Social has just officially broken through to mainstream America – and if you need proof, you need look no further than Macy's “Share the Magic” holiday eblast.

This year, Macy’s is connecting customers in an unprecedented number of ways - through Facebook, Twitter, YouTube, their Mblog style blog, Tumblr, Pinterest, iPhone and Android Apps, even SMS texting. And they’re not alone.

In the marketing world, “brands” have always been the epicenter of our being. The very reason for our existence.  Dominating retail space and the hearts and minds of consumers…THE BRAND. However, over the years, we’ve noticed a shift in the retail landscape. The transformation of private label to—the PRIVATE BRAND.

Yes, yes, private label has always been there, but it was the cheap, imitation version of the brand—only to be purchased by those who couldn’t afford the “real thing.” The real brand.  But over time retailers have significantly raised their game on private brands.  Consider Wegman’s, Target’s Archer Farms, Kroger’s Simple Truth, and Costco's Kirkland. The list goes on and on of great private brands.

Consumers are converting in droves to store brands, because they find them on par with, or better than the brands they’ve come to know and love. In fact, 7 in 10 consumers say that store brands are either better than or about the same as national brands for offering high-quality products. And, on average, 20 to 40% lower in price than national brands.

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