A few years ago if a company wanted to advertise their products they mainly used the traditional media methods of TV, radio and print.
Nowadays the world is awash with viral marketing and social media promotion.
Although the main delivery methods used in advertising have no doubt faced rapid change I would argue that the basic technique of getting peoples attention and keeping it until the message is delivered in a memorable way is still key.
The “advert” below is in my opinion a great example of how advertising should be done.
It’s got the viral marketing angle to it as it’s great for viewing on phones and computers (and of course pausing and replaying it). It also works for the traditional TV ads.
What’s nice about it is that in less than one and half minutes it covers a range of human emotions. There are also no words spoken and the only text comes up at the end.
It also highlights the power of music in advertising. Three well known songs were used so there was no need to specially commission some song writing.
If you watch the advert without the music it has a far lower impact.
Have a look (and listen) and see what you think.
Oh and in case you get concerned mid way through don’t worry as it’s got a happy ending.
The interesting thing about this though is that it’s actually a fake advert. It was created by filmmaker John Nolan to showcase his animatronics skills.
John is clearly a creative genius when it comes to animatronics film making and I’m sure the big cheese companies would love to have somebody with his skills working for them.
We’ve all made mistakes but the key thing is how you recover from those mistakes. ASOS, the global internet clothing company recently made a mistake but recovered from it really well.
ASOS is an incredibly successful company. They sell over 80,000 products on their website and last year had over 15 million active customers and sales of nearly £2 billion.
One thing they are not that good at though is using the spell check function as they printed 17,000 packaging bags with the slogan “discover fashion online” spelt using “onilne” instead of “online”.
Now, what would you have done in that situation?
Would you have ignored it and hoped that no one noticed or cared about it?
Would you have scrapped the bags?
ASOS did neither of those and recovered brilliantly by tweeting:
“Ok, so we *may* have printed 17,000 bags with a typo. We’re calling it a limited edition”.
So, depending on how you look at it you’ve either got a bag with a typo on it or a limited edition collector’s item.
A brilliant recovery by ASOS. Turning a typo into some great publicity.
https://www.theexpgroup.com/wp-content/uploads/2018/03/ASOS-typo.png8431499Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-05-24 06:29:432021-05-24 09:44:17A great recovery
A good friend of mine collect labels from beer bottles. As he travels around the world on holiday or business he collect labels from bottles of the local beer.
I think it’s a nice idea as it is a unique souvenir of where he’s visited, it’s relatively cheap and perhaps most importantly it gives him a great excuse to try out some local beers.
Things may be about to become more difficult for him though as a number of beer producers seem to be changing their marketing mix to save money and (some would argue) make the bottles look more fashionable.
As a lot of readers will appreciate, the marketing mix is also known as the 4Ps (Product, Price, Place, Promotion). If you look at the product component of the mix then not only does it include the beer itself but it also includes the packaging. This packaging in turn includes bottles (both glass and plastic) as well as cans.
Drinking some bottles of beer during a recent evening out with friends at a restaurant got the accountant in me thinking about what it costs to create the bottle that holds the beer.
Well if you think about it the raw materials that go into the bottle are glass (for the bottle) and metal (for the top) together with paper and glue for the label.
How can you reduce the cost of the packaging?
Can you reduce the quantity or quality of the glass? This would be tricky as the bottle could break.
What about the top? Again, this is awkward as you don’t want the beer to suddenly start leaking from the top of the bottle.
That leaves the paper and glue for the label and what a number of manufacturers now appear to be doing is producing bottles without the main label on it but instead embossing the name of the beer on the bottle itself (no additional material costs) and having the only label as a small paper “collar” around the neck of the bottle. An example of such a bottle can be seen in the image above from the successful Fosters Beer adverts in the UK.
Reducing the label size seems to make sense for bottles of beer that are sold in restaurants. After all, the label on the bottle has little impact on the purchasing decision when a person is looking at the menu or asking the waiter or waitress what beer they have. They may even know what beer they want already or can’t see the bottle anyway so the bottle wouldn’t impact on their decision.
It seems a good idea therefore for the beer companies to save money by removing the labels. Even though the paper used by one label is quite small, if you multiply that by the thousands of bottles which are sold around the world every day it could turn into a very significant saving.
What is interesting though is that if you go into a shop or supermarket that is selling beer, you will see bottles which have larger more “attention grabbing” labels on them. As people are wandering through the supermarket aisles they haven’t necessarily made up their mind whether they want to purchase a bottle of beer or if they have, what particular beer they want so having a big label which will grab their attention is a good thing.
In summary then it appears that two out of three people are happy. The accountant in the beer company is happy as production costs have been reduced due to reducing the labelling on the restaurant bottles. The marketing person is happy as he or she can use their skills on the design and thought process behind the labelling for bottles that are sold in supermarkets.
As for my friend that collect the beer bottle labels well my guess is that he may soon be unhappy as instead of trying to peel off the labels from the bottles whilst sat at a restaurant table he’s having to try to do that at the supermarket…
https://www.theexpgroup.com/wp-content/uploads/2015/09/ad-fosters_gold_uk_01.png8441500Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-04-23 09:02:312021-04-30 14:28:41He won’t be scratching the surface on this one.
112 years ago Theodor Tobler and Emil Baumann invented the chocolate bar Toblerone. The name is a play on the names “Tobler” and “Torrone”, the Italian word for honey and almond nougat.
It is one of the most recognizable brands in the world and anyone that has travelled through a major airport will almost certainly have seen the famous chocolate bar produced by Kraft Foods for sale in one of the duty free outlets.
One of the most important aspects of a successful brand is the logo.
The Toblerone logo is well known but do you see an animal hidden inside it?
Toblerone originated in Bern, Switzerland – a city whose name is rumored to mean, “City of bears”. Look at the logo again closely and you will find a bear facing to the right and stood on its hind legs.
Although I’m biased I love the ExP logo. According to the designers it is fresh, sharp, simple and easy to remember. Also, the “ExP Man” in the middle emphasises the people aspect of the business.
It’s great but there is another logo which I think is extremely clever.
If you look at the Yoga Australia Logo what do you see?
At first glance the logo may look like a simple picture of a woman doing her yoga exercise but if you look at it carefully the body posture is creating the Australia Map.
A great design and thankfully I didn’t pose for it as the map would have looked like a crumpled mess.
https://www.theexpgroup.com/wp-content/uploads/2013/03/toblerone.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-02-11 05:54:062021-02-11 20:17:58Does your corporate logo cover a continent?
Picture the scene. You’ve got an important business lunch coming up. You want to make a good impression on the person you are meeting with. What should you eat for lunch?
A recent study published in the Journal of Consumer Psychology has some interesting findings which indicate that if you have an important business lunch, there are various benefits to ordering the same food as the person you are trying to impress.
Scientists from the University of Chicago studied nearly 500 people to identify whether eating the same food helped them agree in negotiations.
The researcher’s conclusion was that people who are served the same food are more likely to trust each other, smooth out problems and make deals.
As part of the study, participants in the research were told to imagine they were “investors” who had to decide whether to invest in funds operated by their “fund manager” eating partners. The researchers found that those people who were served similar food invested more money.
Another interesting finding in the study was the link between food consumption and the effectiveness of advertising. The authors said that “consumers are more trusting of information about non-food products – e.g. a software product – when the advertiser in the product testimonial eats similar food to them”.
Back to the business lunch though and although the research found that there are benefits to ordering the same food as the person you are trying to impress, I’m not sure that if you’re wearing a nice clean white shirt to the lunch meeting you should necessarily follow the other person in ordering that “tricky to eat tidily spaghetti with the sloppy tomato sauce”…
https://www.theexpgroup.com/wp-content/uploads/2018/10/business-lunch.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2019-10-14 07:00:432019-10-08 21:45:02How to impress over a business lunch…
What’s one way of increasing the chances of getting hold of someone’s password?
Does it involve the use of the very latest supercomputer? Does it involve some clever IT geeks hacking into a computer for you?
Or does it involve chocolate?
A bit of research published in the journal Computers in Human Behaviour attempted to find out how people are obligated by the kindness of others. Or in other words, if someone does something nice for a person, how likely is it that the person will be nice back to them?
The researchers in Luxembourg conducted a survey of random people in the street asking them about internet security including questions about passwords.
Some of the people interviewed were given chocolate and some weren’t.
30% of those that were not given chocolate revealed their passwords which to me is a surprisingly high percentage and just goes to show that quite often human stupidity is the weakest link in internet security.
For the people who were given chocolate at the beginning of the interview the figure rose to 44% and if the chocolate was given just before the question on passwords was asked an incredible 48% gave their passwords! Yes, nearly half of the people asked their passwords as part of a survey told a complete stranger their password if they had been given chocolate.
Andre Melzer, the author of the study said that “when someone does something nice for us we automatically feel obliged to return the favour”.
So, in conclusion, if someone walks up to you in the office and offers you a piece of chocolate be careful what you say…
https://www.theexpgroup.com/wp-content/uploads/2016/07/chocolate.png9211637Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2019-08-24 02:55:442019-08-28 14:19:15Would you do this for a bit of chocolate?
If you buy a Chelsea or Manchester United football shirt and it turns out to be a fake it can be annoying but if you buy medicines and they turn out to be fakes it could be a lot worse as it could kill you.
Illegal copies and fakes of products are one of the big problems facing businesses today (£300 billion is the estimated size of the global counterfeit market) but some scientists have recently developed what they believe could be a cheap solution to the problem.
The technology is currently being developed by a company called Quantum Base and in simple terms involves placing an extremely small microdot onto the product which gives off a unique light signature.
The microdot is really small and I do mean really small – it’s a tiny flake of atoms which is a thousandth of the width of a human hair. Not only will it be impossible for a human to see but it will be unique. The flake of atoms which will make up the microdot will be unique and cannot be cloned. They will be placed on the product at the production facilities and then the atomic structures will be recorded on a database.
The technique for preventing fake products is that when an individual buys a product such as medicine or designer clothes they can scan their phone over the label and an app on their phone will identify the light source from the atomic structure on the microdot and send it to the database to confirm whether or not it is on the database.
If it is on the database, it’s genuine. If it’s not, it’s fake.
An excellent way of identifying whether the product you are buying is real or fake.
As mentioned, the technology is still be developed and made ready for the market by Quantum Base but it looks very promising in terms of helping to eradicate the problem of fake products.
https://www.theexpgroup.com/wp-content/uploads/2017/08/counterfeit-goods-solution.png476847Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2019-05-30 09:22:192019-05-25 20:56:45Is this for real?
It sounds like the start of a riddle but there’s an important underlying message. Namely, organisations should be monitoring the environment they are operating in to see if any changes could be impacting on their business.
A classic model for analysing the impact the external environment can have on an organisation is the PESTEL model. Those of you that are thinking of studying for your professional exams will possibly be thinking that it stands for Parties, Eating, Sleeping, Talking, Entertaining and Laughing but if you’ve passed your exams then you are probably more comfortable with the fact that it stands for Political, Economic, Social, Technological, Environmental and Legal.
Whilst all the components of this model can be important, one area which is particularly topical is the “social” component.
Within the social component one change which a lot of countries are currently seeing is people’s increased health awareness and the increase in demand for vegetarian (no meat) and vegan (no meat or dairy) food.
Ben & Jerry’s is one of the world’s leading ice cream companies and they no doubt have a very sophisticated approach to monitoring the environment. One of the more impressive things they’ve done over the last couple of years is to launch some new products which will appeal to the vegan market.
If you are a vegan, then you don’t eat meat or dairy products and whilst you are unlikely to find an ice cream made out of chicken you are extremely likely to find an ice cream made out of milk.
Ben & Jerry’s though have nicely got around this problem by launching a number of flavours of vegan ice cream.
“How can they be vegan if they are ice cream?” I hear you say.
Well, the vegan ice creams are made with almond milk as opposed to dairy milk. Now technically that means they are frozen desserts and not ice cream but I can’t see any vegan being particularly upset about that.
The non dairy range has recently expanded in the UK and Ben & Jerry’s have just launched their first coconut flavoured vegan ice cream.
It’s called “Coconutterly Caramel’d” and blends coconut-flavoured ice cream with ribbons of caramel, Fair Trade chocolate, and cookies.
“Coconut ice cream, caramel, chocolate and cookies” – I don’t know about you but just reading that description makes me feel peckish.
https://www.theexpgroup.com/wp-content/uploads/2016/02/ben_and_jerrys.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2018-12-23 15:19:102019-01-04 08:24:56When is an ice cream not an ice cream?
Advertising can have a dramatic impact on what people buy and in countries which celebrate Christmas, one of the busiest buying seasons is upon us.
It’s traditional in the run up to Christmas in the UK for the big retailers to release a major TV advert. The retailer John Lewis for example has released it’s Christmas advert staring Elton John (who reportedly received a fee of £5 million for his input).
For me though the clear winner in the Christmas adverts is the “Rang tang” advert by the supermarket chain Iceland.
The advert was originally produced by the global charity Greenpeace and highlights the destruction of the rainforest caused by the production of palm oil (palm oil is found in many everyday products ranging from food staples such as bread to cosmetics).
The companies that produce palm oil are cutting down vast amounts of trees and as a result the Orangutan apes are really suffering. In simple terms, their homes are being destroyed and they are dying as they have nowhere to live.
Iceland spent £500,000 on putting the advertising campaign together and have pledged to remove palm oil from all their own brand products.
The advert, which was voiced over by actress Emma Thompson, has run into some problems with Clearcast, the body which approves or rejects television adverts in the UK. They have ruled that it is too political and as a result it has been banned from being shown on television.
The good news for this advert though is that Clearcast don’t regulate social media and the advert has been a hit on Facebook and YouTube.
At the time of writing, the advert had been viewed over 5 million times on YouTube.
If you haven’t seen it yet, I’d urge you to watch it below as it’s a great advert which raises awareness of an important global issue.
You probably haven’t heard of Klaus Maertens but I reckon that most of you will have seen what he started.
Klaus was a German soldier who back in 1945 had a broken foot and wanted a boot without the traditional hard sole. Together with his friend Herbert Funk, who was a mechanical engineer, he designed an air cushioned sole which led to the global footwear brand Dr Martens.
Since those early days, the product has had an up and down history. In the 1970s they were very fashionable and sales grew. By the time the early 2000s came around they were having production problems and competition from other similar brands of footwear had increased.
They nearly went out of business but a swing in fashion brought them back on track and in 2013 they were purchased by Permira, the private equity group, for £300 million.
Since then their fortunes have prospered and they recently released their latest set of financials.
Revenue has shot up by 20% to £349 million and earnings were up 14% to £50 million.
Their “Direct To Consumer” (DTC) channels are doing very well and now represent 40% of their total revenue. DTC is where the products are sold directly to the consumers and not via an intermediary such as an independent shoe shop.
Dr Marten’s store count has increased by 25 to 94 and the new stores show the global reach of the brand (9 in the UK, 7 in mainland Europe, 3 in New York and 3 in Japan).
Kenny Wilson, CEO of Dr. Martens said: “Dr. Martens has delivered another outstanding year. We are an iconic brand that does things in our own unique, disruptive way and that is unifying our consumers across the globe. The business’ investment in our DTC channels, both in terms of retail stores and E-commerce, is bearing fruit, and these will remain priority channels for us.”
All in all, Dr Martens seem to be putting their best foot forward.
https://www.theexpgroup.com/wp-content/uploads/2018/11/Dr_Martens.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2018-11-02 20:24:262018-11-07 07:35:55Step on it…
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