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?
There are over 300 million twitter accounts and more than 500 million tweets are sent per day. That’s an impressive figure that works out at over 5,000 tweets per second.
It can be a useful tool for companies. They can use it to engage with their customers and potential customers by way of branding and promotional activities. They can also use it as a form of a helpdesk or customer support. The Dutch airline KLM for example uses Twitter and Facebook to enable customers to contact them and get a reply within an hour.
Most companies will use Twitter to promote items or get their message out but Twitter user @edgette22 has identified a secret the fast food giant KFC has been keeping within their Twitter account.
KFC is the world’s second-largest restaurant chain (as measured by sales) after McDonald’s, with nearly 20,000 locations globally in over 100 countries.
They also have over a million Twitter followers.
But they only follow 11 people.
And the 11 people they follow are a strange mix.
Geri Halliwell, Mel B, Emma Bunton, Mel C and Victoria Beckham (in other words the 5 ladies who made up the Spice Girls).
They also follow Herb Scribner, Herb J. Wesson Jr, Herb Waters, Herb Dean, Herb Sendek and Herb Alpert.
Or to put it another way, KFC follow five Spice Girls and 6 Herbs.
Five spices and six herbs?
That sounds familiar as the secret recipe for KFC chicken is 11 herbs and spices.
Either the social media department of KFC were having a quiet day and decided to play a few games or it was a deliberate move to get people talking about KFC when their followers were noticed.
Either way, congratulations are due to whoever was behind the idea.
https://www.theexpgroup.com/wp-content/uploads/2017/10/KFC_twitter.png10321834Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2021-01-27 09:36:082021-01-27 21:02:04Some spicy people to follow…
Should you employ good-looking people or not so good-looking people?
Whilst the obvious answer would appear to be that it doesn’t matter what a person looks like as long as they can do their job properly, researchers in Japan have found out that the attractiveness of an employee can have an impact on the sales of a business.
Interestingly though, it’s probably not the correlation most people would think applies.
Researchers at the Chinese University of Hong Kong studied retail sales in shops and found that the more attractive the shop assistants of the opposite sex were, the lower the sales were. The researchers found that male shoppers were less likely to go into the shop if the more attractive woman in the research study was serving.
Even if they entered the shop with the attractive shop assistant in it, only 40% of them bought something. This compared to 56% who purchased something when a less attractive assistant was serving.
Lisa Wan of the University said “attractive service providers can lead consumers to become self-conscious or embarrassed. This is especially true when the provider is of the opposite sex. Even when the attractive salesperson is the same sex, consumers may feel a sense of inadequacy through self-comparison.
In either case, the shopper may avoid interacting with physically attractive providers, rendering the salespeople ineffective”.
It’s worth mentioning though that the scientists undertaking the research were monitoring a shop selling figures from Japanese comics and the male shoppers were obsessed with computers.
“Male shoppers obsessed with computers” – surely they would only notice the female shop assistant if she was holding a computer?
https://www.theexpgroup.com/wp-content/uploads/2016/09/ExP-blog-geek.jpg9381668Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2020-11-19 16:47:142020-11-24 21:41:52Should you employ good looking people?
Do you want your usual lunch or would you like something a bit different?
A survey by New Covent Garden Soup found that office workers tended to show a complete lack of imagination when it came to lunch with most of those surveyed choosing the same lunch as they had yesterday.
More than 75% of workers who were surveyed had eaten the same meal for lunch for the past 9 months.
The most common lunches were sandwiches with the top 3 being ham in first place followed by cheese and then chicken. In 4th place was salad.
Yep, three quarters of people had eaten the same sandwich for 9 months.
In what was without a doubt, not a surprise, over 80% of respondents to the survey said they were “bored” with lunch.
Becky Spelman, a psychologist said that “eating the same thing every day means we risk not getting a wide enough array of nutrients, as well as simply being very monotonous. Making small changes, such as trying something new for our lunchtime meal, can – in a small way – help to open our minds to new experiences in other areas of life too.”
In summary, if you’re heading out to buy your lunch now and you’ve been eating the same ham sandwich for the last 9 months then maybe you could go for something dramatically different like a tuna sandwich instead…
https://www.theexpgroup.com/wp-content/uploads/2017/10/business-lunch.jpg8011424Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2019-09-27 18:08:222019-10-08 13:56:12Just to be a bit different I’ll eat…
It wasn’t long ago that you only saw almonds in health food shops but things are changing quickly.
The health benefits of almonds are extensive. They are a rich source of vitamin E, calcium, iron and zinc to name just a few items. They can be eaten raw, made into almond oil or almond milk. They are one of nature’s super foods.
If almonds have been around for a long time, why is there suddenly such an interest in them?
If you link it to the environmental analysis model PESTEL you could argue that one of the areas within the “Social” element of PESTEL that has changed recently is that people are more health aware (if you are tucking into your burger and chips whilst reading this I should stress that health awareness doesn’t necessarily mean everyone undertakes healthy eating!)
However, it does seem that people around the world are eating significantly more almonds. So much so that there is a rush to plant almond trees.
The world’s almond crop is estimated to be worth nearly $5 billion per year and the centre of almond production is California where 80% of the world’s almond crop is produced. During the last three years alone 150,000 acres of almond trees have been planted in California.
Whilst the ever increasing number of almond eaters around the world are no doubt happy about this, there are a number of people who are far from happy.
California farmers have been removing tomato, melons and other crops to replace them with almond crops. There is a problem though as the almond tree require significantly more water than the other crops.
To produce a single almond requires about 4.5 litres of water. Multiply that by the millions of almonds that will be produced on the land and you can see what an impact it will have on the local water supply.
California has been suffering droughts for a number of years and in the past there have been certain water restrictions in place for individuals. So far, the almond growers have escaped these water restrictions but a number of activist groups have been set up and this situation could soon change.
Will we see a lot of thirsty almond trees in California in the near future….
https://www.theexpgroup.com/wp-content/uploads/2015/05/almond-nuts.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2019-05-10 09:34:022019-05-16 14:03:30What’s the link between almonds, PESTEL and water?
Procter & Gamble, or P&G as it’s commonly known, is one of the world’s largest companies and has an incredible portfolio of products including Gillette, Head & Shoulders shampoo and Pampers nappies.
The business was set up in 1837 by two gentlemen called, yes you guessed it, Mr Procter and Mr Gamble.
Since then it has grown to become a huge organisation and is now quoted on the New York stock exchange. It has annual sales in excess of $15bn.
A recent trademark application in the US though could indicate that there may well be some new brand names joining their portfolio.
They have made applications for trademarks on household and personal care products for certain “text speak”. Or to be more precise they have filed an application for terms including “LOL” (Laugh Out Loud) and “NBD” (No Big Deal).
The move seems to be an attempt to target the tech savvy millennial generation who have grown up with this tech speak.
It’s not certain yet whether we will see cleaning products called LOL and NBD as the U.S. Patent and Trademark Office has sought clarifications from P&G and they have until January to respond.
One other interesting term which has been included in the application is “WTF”.
Could we soon be seeing “WTF Cleaner” on supermarket shelves?
Explaining what “WTF” stands for is a bit rude to print here so if you don’t know what it means then one of the quickest ways to find out is to say “WTF” when your boss next asks you to do something.
https://www.theexpgroup.com/wp-content/uploads/2018/09/ExP-OMG.png9441678Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2018-09-10 07:30:372018-09-11 07:31:48OMG – will these hit the shelves?
One of life’s great mysteries for men when they are at a bar or club is why women always seem to go to the ladies “powder room” in groups.
There could soon be an equally mysterious occurrence that women will puzzle over and that is why men will soon disappear to the “gents” together during a social evening out.
Well, it won’t be to adjust their makeup or to catch up on the local gossip.
No, if UK company Captive Media has anything to do with it the visits to the toilet by men could soon be a great marketing opportunity.
It’s been estimated that on a night out a man spends on average 55 seconds relieving himself each time he visits the urinals in the gents (if you ever saw a person with a clipboard and a stopwatch behind you at the urinals now you know why…)
In the eyes of Captive Media this represents a great advertising opportunity as rather than staring blankly at the wall in front of you (or telling the person with the clipboard and stopwatch to go away) they have developed a urinal-based games console which allows men to, how can we say it but aim and shoot at targets with their “stream”.
The games are mixed with adverts and include for example a downhill skiing game which is controlled by your “stream”.
It remains to be seen what products will be advertised in this way but one thing for sure ladies is that if your boyfriend or husband returns from the gents whilst you’re out together on a social evening and he says that he’s just beaten his personal best then you know what it refers to.
https://www.theexpgroup.com/wp-content/uploads/2017/06/unusual_advertising_methods.jpg478849Stevehttps://www.theexpgroup.com/wp-content/uploads/2018/06/styleguide-EXP-4.pngSteve2018-07-19 08:19:552018-07-20 08:13:01Gentlemen, you’ve got 55 seconds to beat your best…
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