Foursquare for free food?

Posted on March 30, 2011 by Stephanie Shum

Don’t get too excited yet, unless you’re big on dog food.

But first, what is Foursquare?

Foursquare is a popular website that allows users to “check in” at places they are and earn points to unlock badges. The application has platforms on smartphones, check ins through texts, and real-time updates on Facebook, Twitter, etc.

TechCrunch has an article that talks about the benefits towards businesses that engage their customers with Foursquare. Companies offer free drinks for those that check in a certain number of times or reach a certain ranking (ex. “Mayor of ___”). A great pull promotion strategy for many restaurant – type businesses.

However, most of us only recognize Foursquare as a medium to other companies, and have had little if any actual reward from Foursquare itself.

An article on AdFreak sheds light on a cross promotion between Foursquare and GranataPet (a German pet food company). In short, GranataPet has set up billboards that urge users to check in on Foursquare, which then triggers for dog food to be dished out for your four legged friend to enjoy.

As GranataPet themselves put in their video, they want to catch the attention of their “target group” while also giving the pets something to enjoy. Not only that, but the interactive billboard also attacks all steps of the AIDA model. The large colourful billboard attracts its customers/target group, then they are interested to check in on Foursquare to see what will happen. Their desire/action to do so thus lets their dog have a free sample. The owners watch as their dogs are enjoying the treat and might go straight to a shop to buy the food that they seem to like so much!

Looks like GranataPet has successfully leashed their customers!

The battle of the sodas.

Posted on March 23, 2011 by Stephanie Shum

I was reading Marketing Mag again, and another article caught my eye.

Coke vs. Pepsi.

We’ve always known the two soft drink powerhouses to be the first and second, but just recently, a change in the the US market has put both Coke, and now Diet Coke ahead of Pepsi.

AdAge, another of my favourite blogs also had a similar article.

Both Marketing Mag and AdAge questioned whether it was a smart move by Pepsi to suddenly drop from the loop of Super Bowl commercials this year. Instead, they chose to give $20 billion in grants to consumers as opposed to spending it on celebrity endorsements in the new Refresh Project. I personally had an encounter with the project since a friend of mine was working the promotion. In short, students were asked “what do you care about?” and then had the opportunity to take a picture, proudly holding their idea written on a whiteboard in front of a select background of their choice.

I must be perfectly honest, this push promotion strategy seemed to work at the time, and I was intrigued with the concept behind the project. But since the picture, I have forgotten about the project until now (that was in Oct.) and the picture is probably buried under some marketing notes in my room. In fact, when I think Pepsi, I think about this commercial:

and not the project.

So perhaps a funny commercial with a well-known celebrity is a lot more long lasting? Especially since only a select few will have their Refresh ideas granted, as opposed to using a celebrity in a pull promotion.

Coke, the long leader seems to do this well. With a well-known product placement in popular reality singing competition – American Idol and its long-time sponsorship of the Olympics since 1928!

The next big thing

Posted on February 23, 2011 by Stephanie Shum

For all categories in the world, there’s always a check-point to let you know you’re doing okay. You can almost retire from acting when you win an Oscar. Of course, that line can be quite subjective, success itself is subjective to what your goals and expectations are. However, being a bit of a sneaker queen, to me, nothing says “you’re awesome” until you’re put onto a pair of Nike’s.

The Next Web features an article that displays three Nike Dunk’s customized by David Reese.

First, we have, the Firefox.

Initially released in 2004, this web browser is now the second most used browser in the world. Firefox is reaching the middle-end of its late majority stage in the consumer adoption curve. Internet Explorer users that wanted to leave convert have already done so, and it’s a matter of whether Firefox can retain its users from leaving them for the up and rising Google Chrome.

Which brings me to the second “you’re awesome” winner of the night, Google.

Initially our favourite search engine, Google has invested in market development and have now also satisfied our needs for email, chat, browsers, photo editing, (and the list goes on). At this stage, we may be aware of Google additions, but it is still in the early majority stage as many of its products are relatively new and not as over-used just yet.

Which brings me to the last sneaker of the day. The “little birdie that told me”,

Twitter.

Although it has not reached the level of Facebook, tweeting has taken blogging, social media and networking to another level. Tweets, can only be 140 characters long, refraining users from having, as one of my former teachers used to say, “verbal diarrhea” for the lack of a better phrase. Companies have taken to twitter to keep their consumers constantly updated with news and “twitter contests” to their followers. It’s also a platform for a short update, or updatessssss (one too many) from friends without knowing too much or nowadays, too little about them (without having a face-to-face conversation, what are those anyways?) However, Twitter has just reached its early majority, many are still unaware of its powers. Not everyone has caught up to speaking in acronyms like LOL and GTL, so keeping up to date and uncomfortably close to our friends in just 140 characters is still a little ways away. TTYL !

The World’s Top Brand Goes to …

Posted on February 3, 2011 by Stephanie Shum

And the winner is…

None other than our polar bear loving friends, Coca Cola.

When I think of my experiences with Coca Cola, I think back of the House of Happiness that they had at Livecity for the 2010 Olympics. What I found the most intriguing was their promotion of “Healthy Living”. When we think Coke, we often think pop, soda, sugar, carbs, and almost everything unhealthy into one delicious can (typical of any junk food). Never have we ever thought of it as a healthy choice to be drinking Coca Cola.

As the world’s number one global brand, Coca Cola prides themselves on “Growth, leadership, and sustainability”. They recognized that society in general has gotten more health concious over the last few decades, and recognized in their SWOT analysis that an opportunity had presented itself. What a better way to promote their stride for a “healthy lifestyle” than to team up with the Olympics – the showcase of the world’s top athletes who are bound to live healthy lives. As well, Coca Cola recognized that they had recognized another weakness, in that their brand was not known for it’s sustainability either. The House of Happiness was filled with events and games that demonstrated these core values. What a better way to remind and educate their consumers than to put them through fun tasks that demonstrated what the brand really stood for.

Even the top brand of the world needs to constantly perform an immediate analysis and use tools like the SWOT analysis to clarify and re-establish brand clarity to both consumers, and the company itself. In doing so, companies remind themselves what their brands stand for, and most importantly, remind consumers why their brand has competitive advantages over leading competitors.

Here’s a snapshot of the runner ups:

Got Milk?

Posted on January 26, 2011 by Stephanie Shum

Marketing is such a unique concept and tool because it can be used in so many ways. Often, those unfamiliar with the different uses will often think of marketing as just annoying ads trying to convince to spend a ridiculous amount of money on a product that they don’t need. But marketing is so much more than that. We can use marketing to influence and ensure better decisions to all members of society, whether it be a healthier lifestyle, or the prevention of bad choices.

In terms of marketing strategies, the Got Milk campaign uses different aspirational leaders to attract different target markets. Their celebrity line up ranges from the young skateboard stud, Ryan Sheckler, to R&B sensation, Usher, to the housewife that knows it all, Martha Stewart. Got Milk recognizes the different stages of family buying decisions, and has ads that will appeal to the initiator, the influencer, the decider, the buyer, and the user regardless if it is one, or many members of the family in each role.

The Got Milk campaign is an excellent example of successful cause marketing. Cause marketers must exploit all the social factors that lead to a consumer’s decision in a specific cause, whether it be a lifestyle change, or a belief/attitude towards a social matter. More specifically, the Got Milk campaign does not worry about what brands of milk that the consumer chooses to drink. The most important part of the campaign is simply to influence the importance of the liquid calcium.

Here’s a behind the scenes look at the making of Ryan’s ad, and yes, the moustache is real!

https://www.youtube.com/watch?v=_74bkbvCNa4&feature=player_embedded

Nikon: Coolpix for Cool Pics

Posted on January 19, 2011 by Stephanie Shum

I’m a big fan of a website called The Cool Hunter:

A website that finds the “coolest” things-including ads. I first found the ad in 2009, but it’s always been one of my favourites because of the incredible marketing strategies behind it.

The ad by Nikon featured an interactive, life-sized billboard of a mob of paparazzi waiting alongside the red carpet. For those wanting to live the lifestyle of the rich and famous, here is your chance. Located in a central subway station in Korea, anyone passing the billboard triggered an instant bombardment of camera flashes. The red carpet then led straight into a camera shop – what a coincidence!

In our 2nd lecture, we talked about the importance of the value-based era. Companies now need to value their customers, and build a long-term relationship to create brand loyalty and recognition. Nikon does this by literally putting consumers into the spotlight, making the average joe feel like an A-List celeb.

If we were to use a CDSTEP analysis to look at the macroenvironment, this advertisement is nothing but perfect! In terms of demographics, the ad can appeal to anyone and everyone. It’s an eye catcher to whoever walks by it, regardless of your age or sex; if you walk by something that flashes, you are bound to look. Although the ad is made specifically for the D700, it’s also an ad to generate brand awareness. You’re led to a camera shop, which is bound to carry multiple Nikon models . Depending on your economical status and your technological needs, you can then pick another Nikon camera that may appeal more to your needs.

In sports, it’s the stats that count and that stays true in business as well.

You be the judge. The ad is from 2009, and in 2010 …

“and the black light doesn’t lie”

Posted on January 10, 2011 by Stephanie Shum

Seventh Generation cleverly uses online social media to allow its consumers to see the “true colours” of both their own, and their competitors’ products. Its most recent venture, the eco-friendly detergent lacking in optical brighteners, was firstly marketed by mom bloggers whom used a dark light to compare two shirts one of which was washed with Seventh Generation’s product, and one which was washed with that of a leading competitor’s (with optical brightener). Seventh Generation also provides their own demonstration, it begins at 1:03 in the video.

As you can see, the black light doesn’t lie. It reminds me of CSI investigators using black lights to reveal blood trails that are left behind. In fact, Seventh Generation has been listed as a suitable brand for cleaning military uniforms so that they cannot be easily sought out in combat.

However, through all this strategic marketing, Seventh Generation has still generated less than 1% of the detergent market, while Tide holds an astounding 45%. Perhaps consumers believe that if their shirts shine under the dark lights, then it must shine under bright lights as well? In our fast-paced economy, encounters are brief, and first impressions are everything. Though it might not be the case in the military, having a bright shirt that stands out is often thought of as a good idea for an interview, a first date, or even just a stroll through the mall or the neighbourhood.

I thus counter their campaign of “she should glow, not her clothes” with

“when you look good, you feel good.”

Thus if our clothes don’t glow, then we don’t look good, which means…

http://thenextweb.com/shareables/2011/02/21/nike-sneakers-featuring-firefox-twitter-and-google/

http://thenextweb.com/shareables/2011/02/21/nike-sneakers-featuring-firefox-twitter-and-google/

http://thenextweb.com/shareables/2011/02/21/nike-sneakers-featuring-firefox-twitter-and-google/

http://www.usageorge.com/Wallpapers/Commercial/Coca-Cola-Polar-Bear.html

http://www.interbrand.com/en/best-global-brands/best-global-brands-2008/best-global-brands-2010.aspx

http://inventorspot.com/articles/got_milkinventive_marketing_5569 The picture links to a website showing different Got Milk? ads around the world, quite interesting to look at

http://www.thecoolhunter.net/

http://www.thecoolhunter.net/article/detail/1570/nikon-d700-guerrilla-style-billboard

http://www.1001noisycameras.com/2010/07/nikon-grabs-the-1-spot-in-dslrsilcs-in-japan-h12010-revisited-real-story-canon-falls-off-a-cliff.html

is that really ethical?

http://inventorspot.com/articles/got_milkinventive_marketing_5569
The picture links to a website showing different Got Milk? ads around the world, quite interesting to look at