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#MarketingTitbits – John Lewis, Easters & awards

johnlewis-easter-awards-smaller1. John Lewis’ 150th anniversary marketing campaign

Founded in 1864, John Lewis has become one of the most popular department stores in the UK and what better way to celebrate their 150th anniversary than be awarded for the 15th year running ‘the nation’s best retailer’ award by Verdict?

The company’s Christmas advertising campaigns are eagerly awaited each year by the nation’s consumers, but this year we will not have to wait that long as John Lewis will be launching an anniversary advertising campaign in May to keep us all talking.

The campaign will kick-off on the day the first ever John Lewis store opened on Oxford Street, May 2nd. This day will mark the opening of an exhibition celebrating 150 years of brand development and design, but we will also see the launch of exclusive ranges from Barbour, Silvercross, Ted Baker and Jo Malone.  The television advert will be hitting our screens on May 3rd, so keep an eye out and let us know what you think!

To read more, click here. 

 

2. The best, worst and oddest Easter marketing campaigns

Each Easter we see a battle for the best marketing campaign, not only from the companies selling Easter Eggs but from the likes of B&Q and Mini as well.

Inevitably, some of these ads are well thought out, intriguing and likely to grab out attention, but some of them are not. Marketing Week have highlighted the best, worst and weirdest Easter campaigns of 2014. To read more, click here. 

 

3. 5 small business awards you can enter right now

As an SME it can sometimes be hard to stand out from the crowd and make your mark. Ensuring that your marketing is fine-tuned and working well is a good way to make sure your brand is recognised, but one of the best ways to raise your profile and gain credibility is to win awards.

Lucky for you – there are many you can enter. Not only does entering force you to look reflectively at your business, goals and future (through the application process), but it also highlights your brand to people who may have never heard of it before – a good marketing tool in itself.

Enterprisenation have highlighted five of the best free awards that you can enter your business to and how to do just that. To read more, click here.

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#MarketingTitbits – Canon, sexist ads, Waitrose

canon-sexistads-waitrose1. Canon’s marketing strategy: capture moments that count
Canon, the Japanese multinational corporation known for selling cameras and photography equipment, have a new message for their online customer base. They say that everyone can do better than “good enough” in their photography, no matter what the images are for and they have asked their customers to show the world exactly what this means.

To find out how the 77 year old brand stays relevant in the digital era, click here. 

 

2. Sexist ads of the 1960s that companies wish we’d forget

The 1960s was a very different world to the one we live in today. Not only were products, fashions and design different but so too were attitudes towards women and their place in society.

We’ve found an article from Business Insider highlighting some of the most outrageously sexist adverts that were around in the 1960s, we’re sure some of the companies still around today wish we would forget.

To read more, click here. 

 

3. Waitrose boss: ‘Our strategy is to do the opposite of what everyone else is doing’

The majority of supermarkets these days are doing everything they can to compete on price and keep you shopping in their store. Most of these schemes include matching each other on price, having new special offers every week and discounting their products.

However, if you shop in Waitrose you may have already realised that they have come from a different angle to market their brand. Instead of lowering their prices, the supermarket strive to do the “opposite of what everyone else is doing” and focus on giving their customers an improved customer experience and enviable loyalty schemes.

If you would like to read more about Waitrose’s new marketing strategy, click here.

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The importance of implementing a marketing strategy in your business

marketing-stratgey
“Strategy is not the consequence of planning, but the opposite: its starting point.” ― Henry Mintzberg (academic and author)

With 50% of new businesses failing in their first year, the excitement of jumping in head first and growing a business can sometimes lead to important preparation activities, such as research, strategy and planning, being left behind. Attempting to master the multiple and ever-changing marketing channels available without a clear direction can be impossible. The creation and effective implementation of a marketing strategy can be the difference between a business sinking and swimming.

Not only does a marketing strategy establish solid and tangible goals, it also provides an understanding of target markets and customers, which serves as a valuable foundation for future communication campaigns. A good marketing strategy should provide the business with focus and direction by identifying the opportunities worth pursuing, as well as the threats to avoid.

 

When completing your strategy, here are just some of the factors you should consider:

  • Unique selling point – what makes your product or service different from competitors? Think beyond your experience in the industry
  • Target market – will you be focusing on businesses or consumers? Where are they located? What is their job title etc.?
  • The pricing and position of the product or service – are they aligned? Will you be offering a premium service or product at a premium price?
  • Marketing materials and platforms – will you adopt social media and email marketing campaigns to attract your target market?

For inspiration, take a look at some well-known brands who have recently changed their marketing strategy in order to grow their business and generate a wider appeal:

 

Müller

 One of the largest producers of dairy products in Europe, Müller, have produced some memorable marketing campaigns over the years, sponsoring Aston Villa football club and most recently using Nicole Scherzinger in a campaign of television commercials.

At the start of 2014, the company decided to rethink their marketing strategy and have begun training staff from other areas of the company in marketing in order to share responsibility for the brand.

Müller’s staff training scheme, “BCubed”, teaches their marketing strategy in a bid to encourage ground breaking ideas for marketing campaigns and new products throughout the company. Müller plan to hold internal workshops and have already asked staff to share new product ideas in a ballot, which took place last October.

Michael Inpong, the company’s UK Marketing Director says “Marketing is central at Müller so we need to make sure we know how it affects every part of the business.”

 

IKEA

The Swedish furniture company, IKEA, which is famous for its flat-pack furniture, have recently implemented an updated marketing strategy.

IKEA’s past focus used to be on individual rooms; however, their new strategy highlights specific activities that take place in the home. The brands recent campaigns have been shot in a music video format, focusing on entertaining, spring cleaning and outdoor living as a way of improving your home.

IKEA’s marketing manager says “Awareness isn’t where I would like it to be and preference for the brand could be stronger.” He claims that this is because of people’s attitudes towards their homes, they’re more interested in the newest gadgets and electronic goods so they ignore the fact that their home is “falling apart” around them.  Ikea hope to change this attitude with their new marketing strategy.

 

Coke Zero

Coke Zero, the low calorie version of Coca Cola, was first introduced in 2005, marketed specifically at men who were seen to associate diet drinks with women.

Earlier this year, Coca Cola re-launched the product, which has come to be nicknamed “Bloke Coke”.  Coke Zero have changed their marketing strategy and now hope to reach out to a “new demographic” of young people, not just men. Their new campaign plays on the slogan “Just Add Zero” and shows a young male adding “Zero” to certain aspects of his life, which become infinitely better.

Coca Cola’s Great Britain marketing activation director says “Coke Zero has seen a healthy sales growth in the UK in a short space of time and now we’re marking a new edgier direction with the ‘Just Add Zero’ platform, which we believe is a life philosophy.”

Only time will tell if the new marketing strategies adopted by the likes of IKEA and Coke Zero will be successful. To create an effective strategy, it must be simple to understand, with a realistic and clear path of action that different members of the business can apply. To generate the desired results, a strategy should be reviewed and updated throughout the year.

just-add-zero4

How we can help:

If you’re still in need of some inspiration for your marketing strategy, Growth Vouchers might be a step in the right direction.

Your business could be eligible for up to £2000 of match funding from the £30m government funded scheme. If your business is successful during the application process, the vouchers can then be spent on strategic advice in certain areas, one of which is marketing.

If you would like to find out more about the government’s Growth Vouchers scheme, click here. 

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#MarketingTitbits – Google, social media, quotes

Google-socialmedia-quotes-smaller11. Study says that Google is now the world’s most valuable brand
For the last few years, Apple has been credited as the world’s most valuable brand. Their place in the number one spot has been envied and aspired to by many, but none more than Google.

However, this year the results are in and Google have finally managed to overtake Apple, taking the title of the world’s most valuable brand. The BrandZ study is undertaken by Millward Brown and estimates Google’s brand value at $158,843,000, compared to Apple’s $147,880,000. Here are the top 10 brands and the brand value of each in dollars.

  1. Google 158,843
  2. Apple 147,880
  3. IBM 107,541
  4. Microsoft 90,185
  5. McDonald’s 85,706
  6. Coca Cola 80,683
  7. Visa 79,197
  8. AT&T 77,883
  9. Marlboro 67,341
  10. Amazon 64,255

To read more, click here. 

 

2. What are the best social media marketing campaigns of all time?

In late 2007, 100,000 businesses were already using Facebook to interact with their customers. Today, millions of businesses all over the world are doing the same thing. This just goes to show how relevant social media has become for business, within a 7 year period.

We’ve found an article from Econsultancy this week highlighting some of the best social media marketing campaigns over the last 7 years. Some of them include Old Spice, GoPro, Barak Obama’s Presidential Campaigns and Oreo. To read more, click here. 

 

3. 15 quotes about creativity from advertising legends

Today, in any industry, creativity is a must. Whether you are thinking of ideas for a company name, new product or logo, it can sometimes be hard to get inspiration. To help you get inspired, here are some wise words from advertising legends.

“Most ideas are a bit scary, and if an idea isn’t scary, it’s not an idea at all.” Lee Clow, chairman, TBWA/Media Arts Lab

To read more, click here.

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#MarketingTitbits – Glass, Pinterest, networking

Glass-Pinnterest-networking-smaller1. Google Glass is coming to the UK
Until recently, Google Glass has been available only to those living in the USA. However, the company released a statement earlier this week stating that they will begin offering Glass to individuals in Great Britain.

Along with the statement, Google provided potential customers with a video showing Glass being used in London; to give them an idea of how they might use the device locally. The video includes features such as language translation, a sat-nav system, and video recording.

To read more, click here. 

 

2. The most pinned places on earth

Not so long ago, the only way to see and save images from far corners of the earth was to tear them out of travel magazines and stick them into scrapbooks or on the wall. However, times have changed and the traditional methods of ‘scrap-booking’ have been replaced with the internet, and in particular Pinterest.

If you possess that certain wanderlust you may already have a Pinterest ‘Travel’ board set up, but just in case you haven’t, we’ve got the perfect article for you. Mashable have brought us a list of the 30 most pinned locations all around the world. 

 

3. 7 networking secrets everyone should learn in their 20s

Networking is a very important skill for all business professionals. It enables individuals to make strong connections with other business professionals and some might argue that good networking is the key to success in business.

This week, we saw a great article from Business Insider with seven networking secrets everyone should learn. To have a look at the list, click here.

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#MarketingTitbits – content marketing, lenses, Aldi

content-lenses-aldi-smaller1. Ways to invite your followers into your content marketing
Content marketing has grown in popularity recently, but with the opportunity comes challenge for many businesses of how to go about taking advantage of it. A good example of comes from Vitamin Water, which partnered with Facebook and created the successful ‘flavour creator’ campaign. It worked perfectly cultivating interest and engagement with their target audience. But how have others capitalised on the power of content marketing?

Here are 5 ways to help draw your target audience into your world. Click here. 

 

2. Google inks a deal with Novartis to make smart contact lenses

The tech world has seen a rise in wearable items recently and Google is a major contributor to this. We’ve seen the introduction of watches and Google Glass to name but two. But never one to rest on their laurels, Google are now looking to expand even further after partnering with Novartis to develop ‘smart contact lenses’ that could provide vision correction or measure glucose levels for sufferers of diabetes.

To read more about the new lenses, click here. 

 

3. UK consumers rate Aldi top brand

As you may already know, discount grocers have rocked the retail sector over the last 12 months, and recent surveys about the nation’s top brands have certainly reinforced this.

Aldi has topped the list of YouGov’s top 10 brands relating to consumer perception, with a Buzz score of 25.9, shaking off rivals such as John Lewis and Sainsburys in terms of positive associations with the brands.

To read more and find out who else made the top 10, click here.

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#MarketingTitbits – personalities, authentic brands, social media

personalities-authenticity-socialmedia-smaller1. The best jobs for every personality type
Ever wondered what job you are best suited for? If you don’t, taking the Myers-Briggs Type Indicator personality test could be a start. You may not have come across it before, but this test has been an established tool within business for decades. Simply answer the questions and the results will outline what 5 job types you are most suited for, easy!

Let us know if you get anything surprising.

To take the test and find out what your top five are,click here.

2. How to be an authentic brand

Firefish has recently conducted a survey into the ‘authenticity’ of brands from the views of 1000 consumers. Many of the world’s most well-known brands hit the top 20, but there were also a few surprises. Heinz fought off competition from Apple, who came in 6th, and Coca Cola, who hit unlucky 13th, to come out in pole position. To be authentic, a brand needs to be culturally relevant to the target consumer, but how is this determined?

According to the study, there are particular values that can boost your ability to thrive as an authentic brand, including originality, expertise and passion. But, as recommended by Heinz’s vice-principal of marketing, Giles Jepson, your key to being authentic is to be clear about what you stand for. But is it always that simple?

To read more about the rankings, click here.

3. 5 Social Media mistakes to avoid

If you or your business is looking to master the world of social media, then there are certain things you need to steer clear of, as reported by Entrepreneur. Incomplete profiles mean an incomplete brand in the social media world. How is a potential customer supposed to gain all the relevant information about a business when the details aren’t placed in front of them?

Constant bombardments of sales pitches will also divert customers away from your profiles, so try to break up your feed by adding personal touches rather than violating Terms of Service agreements by spamming users. It is highly important to see you profiles through the eyes of potential customers, in order to achieve the best results from social media. If you succeed in this, then you are ideally positioned to reap the rewards that social media mastery offers.

Click here to find out what else you should aim to avoid when creating your profiles.

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#MarketingTitbits – ice bucket challenge, Red Bull vs. GoPro, CEOs

icebucket-redbullgopro-ceos-smaller1. Charity defeats memes: ice bucket challenge hits 1 billion YouTube views
The Ice Bucket Challenge has been sweeping the globe over the past few months, but who could have predicted that it would become one of the internet’s biggest video memes in history? The challenge has topped the ‘Harlem Shake’ craze of 2013, having reached the 1 billion views milestone on YouTube, whilst raising awareness for ALS and over $100 million dollars in donations.

ALS is a neurodegenerative disease and its Wikipedia page views reached 2.89 million in August alone, coinciding with ‘Ice Bucket Challenge’ searches topping YouTube in the same month. It goes to show the power of social media and begs the question – what will the next viral craze be?

To check out the most-viewed challenge videos,  click here.

2. Red Bull vs GoPro: taking content marketing to the extreme

Two brands in opposite corners, fighting it out for content marketing supremacy. But who will be crowned the champion? Econsultancy decides.

Both Red Bull and GoPro have revolutionised the content marketing world, through broadcasting heart-stopping events or positioning us at the centre of the action on helmet cams and cockpits, as sports are taken to the extremes. Not even GoPro can rival Red Bull’s Stratos jump – resulting in Felix Baumgartner breaking the speed of sound as he fell from the edge of space. Perhaps no one can for the foreseeable future. However, GoPro produces content that its audience finds entertaining, unique and exciting, proving that the brand is a force to be reckoned with. Both brands’ YouTube channels also enjoy expressing their love for the extraordinary, so if you haven’t had your fill of exhilaration, then this is the place to go. However, rivalry aside, arguably each owe their success to the other’s existence?

To see who came out on top, click here.

3. What CEOs wish they knew about money in their 20s

Some CEOs have finally confirmed what we’ve all thought; not everyone knows everything. So, what were some of the things they would have loved to know all those years ago?

Contrary to what many of us think, according to Matt Maloney, money is not the route to happiness. The CEO of grubHub believes a key lesson to learn is that passion is a driver of success, and this brings you happiness, rather than the money itself. It seems that TOMS founder, Blake Mycoskie, agrees and recommends enjoying life rather than chasing money.

To hear the other billionaire tycoons’ views on wealth, click here.

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#MarketingTitbits – Coke Life, social media demographics, productivity

cokelife-socialdemographics-productivity-smaller1. Coke Life is the harbinger of death for Coca-Cola
Coca-Cola’s attempt to launch their new brand, Coca-Cola Life, has had the question raised byMarketingWeek, about whether their latest product a dud? Filled with 89 calories per can, Coca Cola Life has been described as a ‘half-way house’ between the regular 139 calorie can, and the zero calories of Diet Coke and Coke Zero.

Although Coca Cola have made a good attempt with their 50 calorie reduction, the drink still contains a high amount of sugar that could result in consumers shying away from the new introduction as the world’s population strives to be healthier.

The new flavour is stated to be extracted from natural sources, but take one look at the listed ingredients on the new green can and you’ll see that the soft drink contains a number of less than ‘natural’ substances and is certainly no more ‘natural’ than its ‘full-fat’ sister drink. So, maybe Coca Cola aren’t being 100% truthful in their claims.

It begs the question, is Coke following in the footsteps of rival Pepsi’s previous attempts at bringing healthier options into the market?

To read more, click here.

2. The social media demographics report

Social media networks’ population profiles are constantly changing – some are cultivating millions of younger users, whilst others are reaching more mature audiences. But how are the demographics changing?

In a new Business Insider report, we see that Facebook is still the most popular among teens in the USA, whilst 6 out of 10 Snapchat users are in the 18 to 34 age group, making it the youngest social network of all. Another interesting revelation is the growth in male users on Twitter, whereas previously, the site had always typically been gender-neutral.

Is this a signal of further changing times in the world of social media?

To find out how other social networks are faring, click here.

3. Get it done: 35 habits of the most productive people

We all only have 24 hours in a day and sometimes all of us go through times where this just doesn’t feel like enough for us to accomplish everything we set out to do. But Anna Vital, co-founder of Funders and Founders, has now compiled a number of tips on how to become more productive.

The infographic she has created consists of a number of actions you can adopt to improve your productivity. Not wasting time on wondering what to wear, eating healthily, assuming you’re always right and limiting your email replies to one per minute are just a few.

To see the full list, click here.

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#MarketingTitbits – Facebook ads, Jack Daniel’s stories, Google structured snippets

facebookads-jackdaniels-google-smaller1. Nine best practice tips for Facebook advertising

E-Consultancy has compiled a list of the best marketing practices to use with Facebook. The tips include engaging with a vast audience in order to facilitate the opportunity for more clicks on your links, to separating mobile and desktop campaigns due to the behaviour changes in users depending on which platform they are using. Surprisingly, according to previous research, mobile users are more likely to click on links.

To read the other tips on optimising your Facebook ads, click here.

2. How Jack Daniel’s uses storytelling to personalise the brand

Many brands across the world employ focusing on the tradition and heritage of their existence; Jack Daniel’s is one of them.  On their website, the brand describes their timeline as a story of ‘independence and craftsmanship using years as chapters’. For brands such as Jack Daniel’s, the importance of history is clear and September happens to be the month of ‘Mr Jack’s birthday’, although no one knows the actual date. Much of the time, the stories that are told fail to mention the brand in any way, creating a more authentic and engaging atmosphere around ‘Jack’. On the Jack Daniels website you can rewind back to the early 1900’s by scrolling through the timeline of events that have followed the brand throughout its history.

To read the story of Jack for yourself, click here.

3. Google introduces ‘structured snippets’ into search results

Google is starting to test out ways to improve CTRs (click-through rate). The introduction of ‘structured snippets’ is one of the initiatives they are testing. You can see exactly what this means for yourself by Googling ‘Nikon D7100’ or ‘Superman’. You’ll see that extra detail is added to directly to the search listing on the result page itself, informing us of the camera specifications or Superman’s origins without the need to click through to the webpage the search result is directing you to. Structured snippets certainly help a result to stand out more but will this improve CTRs or will it have the opposite effect?

To see more, click here.

 

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