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Are you connected with your shoppers 24 hours a day?

shop around the clockRetailers that simply try to appeal to shoppers during waking hours may be in for a shock, according to new research from the US by brand strategy consultants Vivaldi Partners Group.

There’s a new breed of consumer that can’t actually be reached through traditional marketing channels and marketers need to have deployed strategies in order to reach this group who are active at any time of day.

And it’s not enough to break your customer base down into groups according to age and gender – marketers need to build up the fullest possible picture of each customer in order to target them with highly individualised messages.

The days of traditional bricks and mortar, 9am to 5pm shopping habits haven’t completely disappeared but increasingly consumers are now comfortable shopping in the tw...

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Nike’s ambush marketing of FIFA World Cup sees increase in sales

Nike ad 2014According to Nike, this year’s spike in sales of its merchandise can be attributed to its World Cup marketing platform ‘Risk Everything’ campaign that’s helped it achieve a 13% increase in sales to £4.34bn in the three months to 31 May.

Nike is not a sponsor of the FIFA World Cup and these rights are held by rival Adidas.

Nike ramped up its marketing spend in the period, spearheaded by ambassadors Wayne Rooney, Cristiano Ronaldo and Neymar Jr ahead of the start of the World Cup in Brazil.

The company didn’t strip out marketing spend but said that a 36% increase in ‘demand creation’ expenses was driven by marketing support. Quarterly revenue figures from sales of its football products were not published but the company said revenue for the 12 months to 31 May increased 21% to £1...

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What the PRCA and NLA can learn from Winston Churchill!

Winston ChurchillIt was Winston Churchill, one of the greatest statesmen that ever lived, who said “In war: resolution. In defeat: defiance. In victory: magnanimity. In peace: goodwill.”

Given the acrimonious legal battles that the PRCA has been having with the NLA and the subsequent decision at the Court of Justice of the European Union, I think it’s time for both sides to do well in remembering those words.

Let’s face it.

Both sides must build a new bridge – a better, more robust bridge – where the focus is on collaboration rather than conflict. And in my opinion it can be done as there’s a heap of goodwill on the PRCA side for this to happen – and repairing this broken relationship should start now.

The motivation for doing so is obvious.

The power of the media as a channel for connecting with des...

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The Power of Crowds

The-Power-of-CrowdsEntrepreneur, lawyer and international deal-maker Clive Rich spotted a gap in the market for delivering high quality legal services to small-medium sized companies at the fraction of the fees that would normally be charged by a high street law firm.

The difference was that this legal advice would be delivered online and LawBite the brand was born.

But rather than go to a private equity provider or a bank in order to bankroll the new venture, Rich decided to use crowd sourcing to finance the enterprise.

In fact, seeking investment from the same small-medium sized companies that would want to use these legal services in the first place was a stroke of genius.

This deceptively simple approach, that tapped into the power of social media, has netted Rich a cool £550,000 in investment in a littl...

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Samsung gives Apple a Love Bite!

SamsungOver the past eight years the South Korean giant has gone from being a virtual unknown on the high street to one that’s on the cusp of becoming Britain’s ‘most loved brand’ and has come up with a brand marketing platform that’s as good as anything its rival Apple could’ve dreamt up.

‘Launching People’ is an advertising funded programme (AFP) series to be broadcast in Spring 2014 where stars from film, music, photography and cooking mentor promising new talent on the back of a nationwide competition.

It’s a neat way for Samsung to humanise its brand rather than constantly rely on technological innovation to get people talking as the product gap between itself and rival Apple has all but evaporated.

In a string of endorsement deals, Samsung has enlisted the services of Mand...

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Accenture leverage RBS Six Nations sponsorship by showcasing technology

Ben and AccentureEarlier this week I attended a fascinating insight given by the Accenture analytics team and former England rugby player and now BT Sports Rugby Expert Ben Kay on how the individual performance of a player is capable of being improved through the use of cutting-edge technology and sophisticated algorithms that give ‘real-time’ feedback whilst the game is in progress.

Accenture is the ‘Official Technology Partner’ for the RBS 6 Nations Rugby Championships (2014-17) and the sports sponsorship is something of a shop window for the world’s largest management and technology consultancy. The tournament itself is one of the premier events in the sporting calendar with 15 individual matches played in Cardiff, Dublin, Edinburgh, London, Paris and Rome February – March 2014.

Accenture pr...

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Brands need to get a ‘personality transplant’ for online engagement

As more consumers are engaging with brands on social platforms, it’s essential that brands start to develop their own online personalities depending on the digital platform in order to help build lasting relationships with their desired customer, client and supporter segments.

Operating tableThis ‘personality transplant’ that brands undertake often involves using brief snippets of conversation and humor to engage with their desired audiences in much the same way as Guru in a Bottle does!

And this isn’t as silly as it sounds.

According to a report from strategy consultants Bain & Company, consumers who engage with businesses through social media channels are likely to spend 20-40% more money than other customers due to the loyalty that they have developed with those brands.

As already observed in a pre...

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Development of social media laws in India and lessons to be learnt from the EU experience

facebook-resultsSince the Millennium, social media has grown from teenage fad into an essential communication platform at such unprecedented speed that it’s left the development of privacy laws and regulations in its wake.

A new report by India-based analysts Avendus puts this into context on a global perspective.

There are now over 2.4 billion internet users in the world of which 1.5 billion access the internet through their mobile devices either as a primary or a supplementary device; the penetration of smartphones are expected to grow at a CAGR of 20% to reach 2...

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Getting it licked!

Nestlé-owned Häagen-Dazs is one of the most iconic ice cream brands in the world and has successfully connected with female consumers for over half a century.

Earlier this year, the ice cream brand decided to go back to its marketing roots and develop a social media engagement strategy that would create word-of-mouth buzz around the brand as well as the launch of its new premium product in the UK.

Haagen-Dazs - Customer Loyalty

A key outcome for its brand managers was to increase consumer engagement on its UK Facebook page and build awareness and bookings for its new Boudoir campaign as well as engage with brand advocates on Twitter.

The Boudoir was an exclusive ‘pop-up club’ that was developed as part of the brand’s ‘It’s girl’s time’ campaign that promoted its new Mini-Cups product.

Fans of the br...

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Top 5 reasons why customers walk and Top 10 tips of making them stay

exit-sign

Ever had the sinking feeling that you’ve done all that was expected of you to entice the customer or client to come back but they simply leave without making a purchase or don’t bother returning your call?

There are five key reasons why customers tend to walk away and not come back:

  1. They die (1%)
  2. They move (3%)
  3. They are lured by a competitor (14%)
  4. They are unhappy with the product, service or price (14%)
  5. They are unhappy with the way that they’re treated (68%).

Whilst sales and marketing professionals have possibly little influence over the first four reasons why customers do a runner, salespeople and business owners certainly have complete control over at least 68% of the customers who leave.

As such, it’s in your best interests to ensure that your sales and marke...

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