Victoria Elizabeth Weighell Owners’ Marketing Manual
how to sell more sh*t
Victoria Elizabeth Weighell Owners’ Marketing Manual
May, 2021
how to sell more sh*t
Acknowledgements
I would like to thank; Family & Friends David Poole Dasha Selyanova Helen Delany Margarita Louca FCS MDX
For Grandma.
Contents
1 Core Information
Definition Marketing through the decades: 1950s Marketing through the decades: 1960s Marketing through the decades: 1970s Marketing through the decades: 1980s Marketing through the decades: 1990s Marketing through the decades: 2000s Marketing through the decades: 2010s
2 The Multiple Marketing Mixes
The 4 C’s The 7 P’s: Product The 7 P’s: Promotion The 7 P’s: Price The 7 P’s: Place The 7 P’s: People The 7 P’s: Process The 7 P’s: Physical Evidence The 4 New P’s
3 Theories
Thaler’s Theory The Golden Circle The Halo Effect The Scarcity Effect OCEAN Test Social Media Scam
3.1 3.2 3.3 3.4 3.5 3.6
4 Understanding the Consumer
Hierarchy of Needs Empathy Marketing Psychographic Research The Law of Advertising
4.1 4.2 4.3 4.4
5 The World of Brand Personality
Brand Personality: Introduction Anthropomorphism Data Collection: What is Luxury?
5.1 5.2 5.3
6 Rules & Guidelines
The 7 Rules of Marketing Break The 5 Rules of Marketing The Golden Rule Top 10 Tips of Success Based on Google Search Mad Men: 5 Tips for Marketers by Don Draper
6.1 6.2 6.3 6.4 6.5 6.6
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 2.1 2.2.1 2.2.2 2.2.3 2.2.4 2.2.5 2.2.6 2.2.7 2.3
Contents
7 Marketing Strategies
Using Social Media Content Marketing To jingle, or not to jingle How to over market a product Data Collection: Memorable advertisements of the last 60 years
7.1 7.2 7.3 7.4 7.5
8 The Big Ones
Tesla Elon Musk Apple: The Apple Recipe Apple: What not to do Apple: Think Different Personal Branding: More Influential?
8.1 8.2 8.3 8.4 8.5 8.6
9 Marketing Blunders
The use of the word “NEW” Don’t think a Pepsi quite helps
9.1 9.2
10 Nothingness: How logos went from everything to nothing
Nothingness: Gap v Gap Nothingness: (Yves) SAINT LAURENT Nothingness: Spotify Nothingness: BMW Nothingness: Pepsi Data Collection: Is a plain logo preferred?
11 The World of Endorsements & the Spokespersons
The “Influencer” Kim Kardashian West’s love of lollipops Kendall Jenner’s Pearly Whites Kylie Jenner’s Locks Celebrity Endorsement Death KKW Beauty by Kim Kardashian West DASH Arthur George Socks by Robert Kardashian Range Rover by Victoria Beckham Brad Pitt & Chanel No.5
11.1 11.2 11.3 11.4 11.5 11.6 11.7 11.8 11.9 11.10
12 The Future: Where do we go from here?
Where do we go from here? Artificial Intelligence Voice Search A change in influence & trust issues Social Media commerce & shoppable posts The future
12.1 12.2 12.3 12.4 12.5 12.6
10.1 10.2 10.3 10.4 10.5 10.6
Throughout the book there are references to video and social media posts. In order to get access to these scan the QR code or visit @victoriaelizabethweighell on instagram when you see these icons.
Definition
The following definition of Marketing as a subject is offered by CIM (Chartered Institute of Marketing). Every product bought, every shop visited, every media message received and every choice made as a consumer is shaped by the forces of marketing.
1.1
“The management process responsible for identifying, anticipating and satisfying customer requirements profitably.”
Chartered Institute of Marketing
Marketing through the decades
1950s
The 1950s were sometimes referred to as “the advertiser’s dream decade.” From the late 40s into the 50s the development of new mass markets for consumer goods provide opportunities for expansion. Television’s were now a common household feature which invited a new way of marketing to a mass audience. The golden era of advertising would cause massive controversies today. The sexism of 1950s advertising is infamous, with advertisements featuring crying women or tag lines such as “Show her it’s a mans world”. Psychologist Ernest Dichter was the first to present the idea that every product has a ‘soul’, and is bought for its purpose and values it embodies. Ditcher promoted psychoanalysis to brands in order to research the ‘hidden’ motivations of their consumers and thus connect more.
Alcoa Aluminium, 1953. Philips, 1955. Schlitz, 1952. Van Heusen, 1951.
David Ogilvy
In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Ogilvy & Mather was built on David Ogilvy’s principles: in particular, that the function of advertising is to sell, and that successful advertising for any product is based on information about its consumer.
In 1951 Ogilvy’s client was CF Hathaway. Ogilvy knew he had to do something unorthodox. Without the eyepatch, the Hathaway campaign would have been a regular campaign of shirt advertising with a well-dressed man shot against a wealthy background. However; with the eyepatch, the ads gained story appeal, generating reader curiosity. How had the man come to lose his eye? Taken from the web archive of; www.ogilvy.com – biography.pdf
David Ogilvy Hathaway shirt
1.2
1960s
The 1960s was all about revolution. Socially, politically and creatively. Soviet Cosmonaut Yuri Gagarin becomes the first person in space, John F. Kennedy becomes the youngest president of the United States, and not to forget The Beatles are global. Previously young consumers were looked at as undesirable targets, however marketers worked hard to build trust with the new, more demanding youth culture. In 1946 the marketing mix becomes popular. It focused on outlining the key ingredients needed to understand what a product or service provides consumers. The first 4 p’s were recognised from this concept.
Wrangler Jeans, 1964. Honda, 1967.
The Bug
Volkswagen changed the way marketers talk to consumers. To promote Volkswagen’s Beetle, VW capitalized on negative comment about the European car with advertisement headlines such as; “Think Small” and “Lemon”, turning negativity into positivity. Volkswagen presented humour and satire through their advertisements.
Volkswagen, Lemon Advertisement
1.3
1970s
of fan-mail and hype around the advertisement.
The 1970s for most people was a period synonymous with a poor economy, high inflation, employment issues and strikes. Naturally marketing budgets were cut, however marketing successes such as the TV debut of toy Martians, advertising Cadbury’s instant mashed potato of 1974, caused a large amount
The 1970s saw marketing explode with colour, with bright bold colourful designs being used to attract potential consumers. More and more houses had televisions with more than one channel which enabled the consumer to have more choice. At this point more companies were pushing their budgets towards
Cadbury’s Smash advertisement.
TV advertisements than print in magazines and newspapers. Marketers were shifting from product focused promotion to digging deeper into the narrative behind why customers should buy their products. Apple is founded in 1976.
Heinz toast topper advertisement.
1.4
1980s Direct-response home shopping grew immensely popular. Home Shopping Network and QVC were launched in the 80s, selling goods at ‘low’ prices to consumers who called in to order. Coupons were popular with customers at this time. In 1981 the first personal computer was launched by IBM. In 1986 the digital database is
launched enabling businesses to store of a large volume of customer information, thus the emergence of the digital database changed the dynamics of buyer to seller. It was in 1987 that Nike’s ‘just do it’ slogan first appeared in 1987 by Wieden and Kennedy to accompany Nike’s first major television campaign. The 1980s consisted of the great Cola War,
Michael Jackson 1988 tour in partnership with Pepsi Cola.
a battle between Coca-Cola and PepsiCo. With Pepsi using celebrity endorsers like Michael Jackson, David Bowie and Madonna as spokespersons for the carbonated drink. This is a great example of how endorsements can go one way or another, tie yourself to a celebrity and endure their poor actions. Not to mention how Pepsi nearly killed Michael Jackson, following an pyrotechnic stunt going wrong.
Madonna Like A Prayer Tour in partnership with Pepsi.
1.5
1990s In 1989 the world wide web was invented by Sir Tim Berners-Lee, with the first web page going live in 1991. This sparked a transformation in how humans accessed information and interact with one another.
At this time, Web 1.0, meant only web designers could create web content thus was described as a “read-only web.” allowing regular people to search for information and read it. At this time traditional marketing was more common than digital due to the fact that only a low number of consumers had access to the Internet. In the late 1990s Web 2.0 allows the regular internet user to interact with websites, “read-write” experience. Web 2.0 allowed users to create their own website and share their own content on the web. In 1999 three blogging platforms were launched, this was the beginning of the blogging phenomenon. Email marketing became a new way of contacting potential customers. The 1990s was the beginning of the Think Different marketing campaign. The advert on the right, for Apple, marked the end of beige computers. It gave the customer a choice, which they hadn’t necessarily had before.
Apple iMac advertisement, one of the first multicoloured computers.
1.6
2000s The 2000s saw the beginning of social media and its impact as a digital marketing platform.
Facebook was launched in 2004 by then-19-year-old-student Mark Zukerburg. With a peak of over 2.7 billion monthly active users, advertisers had access to potential customers through what they set as their likes, dislikes, friends, interests. Not to mention the introduction of YouTube, which has produced generation after generation of proclaimed “youtubers”, who gain revenue through paid sponsorships and the adverts played on their videos. By 2007, over 60% of users had utilised and experienced online shopping, this meant there was increased competition for businesses. This mean that marketing departments needed to optimize their search engine results with Search Engine Optimisation, and new technology such as Google’s Adwords. The same year Steve Jobs presented the first Apple iPhone. Websites were able to be seen on much smaller screens, and thus, mobile optimisation was to be explored in later years.
The most used social media platforms in the world.
1.7
2010s Influencer marketing has been the biggest development in the past ten years, and is now seen as a critical aspect of a successful marketing strategy, this is due to the fact consumers are more trusting of word-ofmouth in recent years.
The 2010s has seen an increase in targeted ads. Cookies have enabled websites and companies to track your ‘consumer journey’, this means that once you have visited a certain website and not followed through with a purchase, the website will seemingly follow you and target you with what you were looking at – as precise as the object itself.
Screenshots taken from my own social media apps, advertisements for fine jewellery ‘following’ me after I have been searching online.
Big Data is the collection and analysis of a large amount of data from consumers to help optimize the way businesses create products, place the products, and market the products. Ten years ago, all content was created for larger computer screens but, the ability for people to access the internet on their phones and the introduction of apps and mobile web-browsing
has enabled consumers to browse and buy straight from their phones. As of 2020, TikTok has over 500 Million users worldwide. This avenue of advertisement and ‘influence’ has enabled brands to reach millions of potential and target consumers while also unexpectedly generating viral marketing exposure by consumers themselves (see the below for the viral Ocean Spray TikTok skater).
@420doggface208’s original Ocean Spray Fleetwood Mac TikTok which has 81M plays.
1.8
The multiple marketing mixes
The 4 C’s In 1990 Bob Lauterborn wrote an article in Advertising Age stating that the 4P’s were “dead” and a contemporary marketer needed to address real issues.
Customer/Consumer Value This C was to address the companies which focus on being product-led rather than consumer. This meant that companies would make products that consumers didn’t need or want. Focus on filling a void in the customer’s life. Once you understand your customer, it becomes much easier to create a product that will be of benefit to them. What does the customer want or need that they currently cannot get, and what can you do to solve that need? Cost What is the total cost of the product to the customer? It is important to determine the products overall cost – not price. Cost not only includes price of the item, but also the time it takes for the customer to get to your location in order to buy the product, or the cost of petrol or public transport. For example, a games console. You not only have to factor in the console, but also it’s games and accessories, setup time (which is classed as a cost of time), cost of ‘online subscription’ and in-game purchases. To buy a games console is more than just the console itself. Consumers know that the true cost of a product is more than its recommended retail price.
concept of shopping from 9am to 5pm is gone due to the 24/7 ability to shop online with some offering same day or next day deliveries, such as Amazon. Convenience is about ensuring the brand/product is available as conveniently as possible to each customer demographic in the target audience. Discover if your consumer prefers to shop in store or online, as well as finding out what they will do to get to your product. This is because a black t-shirt is very different to a Supreme black t-shirt. Communication/Connectedness How will the brand interact with customers? Lauterborn viewed promotion as manipulative and described it as a one-way system. Therefore other touchpoints such as social media comments, in-store, and customer support helplines must be considered. Every interaction between the customer and the brand can affect customer satisfaction. Communication requires interaction between the buyer and seller, social media can help be able to achieve this.
Convenience We live in a 24/7 always-on world, which thus means convenience is key to consumers. The
2.1
The 7P’s Marketing Mix
Product
Before you market something is of high quality and best on the shelf you need to ensure if you are selling a luxury product at a high price point, you need to ensure it is high quality and hits all the expected features expected by the consumer, i.e. craftsmanship or brand heritage. Successful companies find out what customers need/want and then develop the right product to meet their expectations. The product should fit the task consumers want it for, work and be what the consumers are expecting. The perfect product provides value. This value is in the eye of the consumer — give the customer what they want, not what you think they want.
Louis Vuitton, founded in 1854, is a luxury goods company with products ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, accessories and sunglasses. Known for their expensive price tags, Louis Vuitton prides itself with having employees and skilled crafts men and women who work at Louis Vuitton workshops, which means their cost of production is higher to reflect the value of the bags and their production craft.
“In all our workshops, the choice of the finest materials, the experience of our craftsmen and the extreme care devoted to each phase of the manufacturing of our items perpetuate and renew our tradition of excellence and refinement.” Louisvuitton.com Not only do the products themselves hold value but the logo does as well. But that’s another conversation.
2.2.1
Promotion
The promotion of a product enables a product to be seen by the right people. Given you know your audience and through what channels they see you, you can really connect with them. When is the best time to promote the product/service? Does seasonality affect your promotion? Are there any wider environmental issues that suggest or dictate the timing of your promotions? The way you communicate with your audience and promote your business will have a direct impact on your success, comparable to your goals and targets previously set.
Lamborghini, for example, has said “We don’t do commercials, because our target audience isn’t sitting around watching TV.”. Why waste £100,000 on a primetime TV slot if no one who will buy your product will be watching. Granted millions of people will see it, but who will connect with it? No one. The Lamborghini customer who is willing to spend at least £150,000 on a sports car won’t be watching Harry & Meghan’s bombshell Oprah interview. 2.2.2
The Lamborghini customer base is extremely loyal and popular. Lamborghini’s are not an everyday product, and thus are promoted through events, print ads in desired lifestyle magazines and billboards in cities where geologically Lamborghini’s are plentiful.
Price
A product is only worth what customers are prepared to pay for it. The price set should reflect the customer’s perceived value of the product and should correlate with budget goals. Getting the price right is important as if the price is too high you will not capture any of the market, yet if your pricing is too low it will be perceived as lower value. The price must reflect the products value or you risk jeopardising losing potential customers. Think about market competition; what is the pricing strategy of the competition? Is the price too low, too high, or on-the-mark? The price of the product will impact the customer’s perception of the brand, the product and market position.
Apple, for example, is known as a luxury smart phone manufacturer. To some customers £1000 for a brand new smart phone is very expensive and a big outlay. However, every time a new phone is launched the customer buys it. This is due to the fact that Apple products are not only luxury but also viewed as a fashion accessory or trend, which adds to its value of aesthetics and demand.
The Apple customer base is extremely loyal and popular. Alot of customers own one product and go on to buy others.
2.2.3
Place
The place in which your product is marketed is important. This is not only about analysing the geographical areas where buyers look for the product and service, but also through what channels as well. The product must be available in the right place, at the right time and in the right quantity. Where will customers look for the product; magazines, websites, price comparison websites. Where the consumers will spend most of their time; supermarkets, online, regular physical stores. Also take into consideration how and where the competition is selling.
To buy a bar of Cadbury’s chocolate you visit your local supermarket. Therefore, with the launch of their new Dairy Milk Orange bar, Cadbury’s promotional stand was placed on the first isle in my local Tesco. Placed near the bread isle, which is classed an essential, Tesco and Cadbury’s have tried to ensure that as many customer’s as possible see the new product. By doing this they attract more sales and thus higher profits.
2.2.4
People
A lot of customers cannot separate the product from the staff member who sells it to them, so employees will have a profound effect, whether that’s positive or negative. Don’t create a great brand, innovative product or amazing social media presence if you don’t have the right employees. Having the right employees is essential because they are as much a part of the business as the product or service being sold. A bad experience with an employee leaves a lasting impression.
IKEA has more than 220,000 employees, therefore they must look after their employees in order to not get a bad reputation from both customers and employees. IKEA is very flexible with schedules and fosters a great working environment which hopefully releases positivity from employees to consumers.
2.2.5
Process
Process describes a series of actions that are taken in providing the product to the customer. Lots of customers no longer simply buy a product – they invest in an entire experience that starts from the company discovery, through to purchase and beyond. Companies need to create a smooth, efficient and customer-friendly journey from first glance to purchase. Business’ need to make sure they have good process in place, it will save time and money due to greater efficiency, and the standard of service to customers will remain consistent, which is excellent for developing a brand reputation and customer loyalty.
One company which I believe has an excellent process is Dominos. Their mobile app is very easy to use. After the customer purchases their order they are greeted with a pizza tracker bot, this means that from ordering right through to the baking, and then quality check, they are able to see how long their order will be.
2.2.6
From here the customer is then able to track their pizza as it is being delivered. This means that the customer is involved in every process of their order and can anticipate their pizza being delivered. Great process.
Physical Evidence
This refers to everything your customers sees or hears when interacting with your business. With physical evidence companies can reduce uncertainty by helping them ‘see’ what they are buying. Physical evidence can be used to impress and reassure customers that they made the right choice by choosing that brand. Well-kept buildings, well-trained staff, a great website and many other things can help secure the customer loyalty and trust. It is not just about the product. Some companies ask for customer feedback. New customers can then see these testimonials and are more likely to purchase with confidence and reassurance.
To buy a luxury bag, pair of shoes or coat, the consumer is buying the entire experience. Therefore, when it comes to both reassurance and justification the packaging in this sense is the physical evidence. To see/ feel the box reassures customers they made the right choice.
2.2.7
The New 4P’s Marketing Mix
Purpose
Define a new, meaningful value proposition and assured sense of self. The purpose of your brand shouldn’t be to just sell sell sell. In the 1950s, 60s and 70s, entrepreneurs would have 100 of X product and their aim would be to just sell the quantity.
However, since the 1990s marketing has become much more complex and the value of the brand has become a bit part of selling the product. Your brand must have purpose not just the product.
Personalised
Personalise the products to the consumer through bespoke goods, niche availabilities and experience. Dependent of your market, the amount of personalisation is variable. Luxury goods thrive on experience and personalisation.
If the customer is willing to pay more for your product and to be related to the brand, you are doing well. Worry about the substance more than the logo or spokesperson. No one is going to buy into a brand which has a beautiful logo but rubbish products and service.
Partnerships
Partner with brands and distributors who carry the same narrative and values. If working with spokespersons, influencers and brand ambassadors be mindful of how their values and ethics match with the brands. Be strategic with the partnerships.
Positioning
Relate the product to the distinctive brand narrative. As said above the positioning should reflect the brands values and purpose. Create a brand culture through marketing experiences and narratives.
2.3
Theories
Thaler’s Theory
Richard Thaler is an American economist. In 2017 he received the Nobel memorial prize in economics for Thaler was the 2017 recipient of the Nobel Memorial Prize in Economics for “incorporating psychologically realistic assumptions into analyses of economic decision-making. By exploring the consequences of limited rationality, social preferences, and lack of self-
control, he has shown how these human traits systematically affect individual decisions as well as market outcomes.” From Thaler’s research, marketers should devote less energy to promoting how absolutely wonderful the product is, and more to breaking it down, feature by feature, or sell several products in one bundle.
Taken from: Priceless: The Hidden Psychology Of Value by William Poundstone
Focus on content over commercial
An example of Thaler’s research is how Dyson market their products. In every advertisement Dyson produce they break down each core component by talking about its “advanced technology” and by comparing the device to the next best company’s substitute. In some cases this would not work, for example Apple’s Lisa computer adverts.
To be a brand not a logo consumers are willing to pay extra above the substitute. Consequently, if consumers are willing to pay £400 for hair straighteners when the next best in the straighteners market would be £200 GHD’s, who focus on their motto of “good hair day” over the technicalities, then they must be doing something right and are thus a valued brand.
Taken from: https://blog.globalwebindex.com/marketing/psychographic-research/
3.1
Two examples of using vivid storytelling and the power of using WHY as a tool to market.
The Golden Circle
People don’t buy what you do, they buy why you do it.
It explains how organisations inspire:
Through vivid storytelling brands are able to sell stories that have nothing to do with the product. For example Nike sells shoes however when you think of Nike you feel something different.
WHAT - Every organisation knows what they do
When emotions jump, intelligence drops.
Taken from: Simon Sinek: The Golden Circle Presentation
HOW - Some organisations know how they do something (i.e. USP) WHY - Very few organisation know why they do something, not for profit as that’s a result. What’s the purpose? Belief? Why do they exist?
3.2
The Halo Effect
The halo effect refers to when consumer’s have favouritism toward a line of products due to positive experiences with other products by the brand. The halo effect coincides with brand strength and loyalty, while also increasing brand equity. A cognitive bias in which the overall impression of a person influences our opinion of their message. The ability to judge mainly on emotion rather than evidence. It is said better looking people go further, get voted for and are perceived as more intelligent. Therefore, by associating a product with something (or someone) attractive, the perceived value of the product would increase as well. This is done through; • Celebrity endorsements • Using beautiful people in advertisements • Beautiful design • Corporate names Alternatively, said simply as “what is beautiful is good” in social psychology. When speaking literally as physical beauty, this highlights the issue that different people perceive beauty differently. What is beautiful in one country isn’t in another. What is beautiful to one person isn’t to another. Granted, this speaks more than on the surface but supports the notion that aesthetics and seamless experience adds value to a company and its products.
Behind the Mac. Mark Ronson.
First penned by: Edward Thorndike
Gigi Hadid x Tommy Hilfiger Collection.
3.3
The Scarcity Effect
The highly anticipated PS5 sold out.
Product Scarcity by Need for Uniqueness Interaction: A Consumer Catch-22 Carousel? by Snyder & Fromkin, 1980
The placement of higher value on an object that appears to be scarce. Items are more desirable when less available. The fear of missing out reinforces greed and desire. The pain of loss is twice as strong as the pleasure from gain. Companies create an artificial scarcity. That fuels our desire for a product, causing us to buy things we normally won’t.
Scarcity works because we all hate losing opportunities. When something is “running out” we get an increased urge to claim it. Scarcity creates value. It let’s the creator off the hook from infinity, once the stock is gone you can sit back. With infinity sales it is a case of “ok, I got 1 million sales, why didn’t I get 2 million sales?”
This is done through: 1. Limited Supply - This gets shoppers to buy as soon as possible (only one left). It works better when the consumer is unfamiliar with the service. 2. Limited Time - Having a countdown on offers (30% off till 4pm).
Adidas Yeezy’s are seen as a hot comodity.
3.4
OCEAN Test
There are certain environmental and natural factors which shape our personality and make us behave the way we do. According to the OCEAN model there are five main types of personality.
OPENNESS CONSCIENTIOUSNESS EXTROVERSION AGREEABLENESS NEUROTICISM
3.5
Social Media Scam
During the 2016 US presidential election, Cambridge Analytica had Facebook users do an OCEAN personality test. From here users gave permission for Cambridge Analytica to access not only their data, but also all their friends data and friends of friends data. This allowed CA to understand their personality which could consequently tell their behaviour. If the user was classed as a “persuadable” they were targeted with anti-Clinton and pro-Trump marketing. They spent one million dollars a day on marketing, and who won, Donald Trump.
The Great Hack by Karim Amer, Jehane Noujaim on Netflix
3.6
Understanding the consumer
Seth Godin
Gain empathy to imagine what it is like to be in the consumers shoes. “You don’t have to be a woman to make tights. You just have to be empathetic.” Everyone isn’t the goal, someone is the goal.
Hierarchy of Needs
The hierarchy of needs is an idea in psychology proposed by Abraham Maslow in his 1943 paper “A theory of Human Motivation”. It illustrates how motivation increases as needs are met. The needs being; physiological needs, safety needs, love and belonging needs, esteem needs, and selfactualisation needs. Needs at the bottom of the hierarchy must be satisfied before individuals can attend to the needs higher up. Physiological needs refer to the basic needs humans have and without them we can’t function.
4.1
Safety needs are also basic needs which enable humans to have control in life. Belongingness and love needs are psychological needs in which there is a need for interpersonal relationships and interaction. Esteem needs are also psychological needs that refer to the esteem needed for yourself and the desire for respect. Growth need, self actualisation is about personal growth and the desire to accomplish everything that one can.
Abraham Maslow, A theory of Human Motivation, 1943. Maslow’s Hierarchy of Needs Image taken from simplypsychology.org
Empathy Marketing Empathy-based marketing means that regardless of what you see about a customer their experience is much deeper. Every human decision depends on emotion. Empathy marketing research aims to walk in the customers shoes and understand their experience and correspondence with the brand. Don’t think like the customer, be the customer. The customer is the one buying or not buying the product or service so understanding why or why not enabled brands to make crucial changes to improve customer experience and help them get what they want.
Apply empathy to marketing:
The Empathy Map
• •
What does the customer think and feel; what counts, what are their worries and aspirations.
• • •
• •
Put the customer first. Listen and observe in order to map out the customers motivation. Create conversations not campaigns. The best marketing feels like helping. Give potential customers useful information for them to help with their decisions with your brand. Empower and motivate the customers direct and first contact. Practice empathy.
What does the customer see; their environment, their friends and the existing market. What does the customer say and do; their appearance, behaviour towards others, wants and needs, fears and frustrations. What does the customer hear; friends opinions, influencers.
Empathise with the customers experience by stepping into their shoes to understand. If the customer was to face a problem how would they solve it? Think about each step. How could you make the customers life better? How is the product or service serving this? Understand what motivates the customer. Make sure employees that are in direct contact with customers are trained, resourceful and represent the brand.
Map taken from nngroup.com
4.2
Psychographic Research
Individuals who fall into the same demographic or behavioural group don’t always fall into the same psychographic group. Psychographic research is the study of people’s values, desires, goals, interests, and lifestyle choices. Demographics tell you who they are. Behaviours tell you what they do. Psychographics tell you why they do it. Demographic and behavioural data can be collected passively, while psychographic data can only be collected actively.
Combining demographic and psychographic data, you can integrate the what with the why to build highly sophisticated profiles of your consumers; this gives you a much clearer picture of who they really are. One of the most simple, reliable and effective ways of quantifying psychographic data is to collect it using market surveys. You will be able to ask thousands of consumers the same questions about themselves.
Build detailed audience segments.
Construct accurate personas.
Consumer psychographics add extra dimensions to your existing knowledge of your target audience, and even transform your targeting strategy.
Personas bring audiences to life through pain points, purchase motivators, lifestyle indicators and desires, these are needed to build a brand and message that resonates. (Empathy maps & OCEAN)
Adapt your brand and product strategy.
Tell emotionally compelling stories.
Knowing what your target consumers want from your brand and its products on an emotional level helps you sculpt a cohesive message and sense of purpose.
Consumers want a more personalised experience from brands, and a key part of this is being able to tell stories they’ll listen to.
Invest in the right channels. Knowing why they use channels such as social media will give you key insight into the kind of campaign or strategy that will actually cut through.
Taken from: https://blog.globalwebindex.com/marketing/psychographic-research/
•
Relying on demographic and behavioural data alone to understand your audience leaves gaps in targeting and leaks in media spend. Psychographics allow you to be more precise and build better brand experiences.
•
When combined with passive data, psychographics give you the wider context around your audience needed to build an effective consumer journey.
•
Survey data is the best way to gather psychographics on a large scale. It’s these large samples that give your data validity.
•
Psychographics have a number of commercial benefits, including guiding media spend, creative, product development, new business pitching, and brand purpose.
Demographic
21
Psychographic
4.3
The Law of Advertising
One way of marketing a product is by expressing identity through admiration. Everyone has their own set of values and what they believe in. Thus, by expressing the company’s own values, ideals and admiration, “users” resonate and admire the company’s values too. The user wants to embody your values and by associating themselves with the brand they believe this is the best way of proving their values.
A campaign that successfully applies this theory is Apple ‘Think Different’. Apple referenced “The Greats” in order to attract as much imitation as possible. Apple were saying, these are the people we admire, and so the user decides they too admire “The Greats” and thus imitate by purchasing the Apple products.
THE BRANDS VALUES Admires
THE BRAND
Admires
Imitates
Taken from https://ideas.adlove.com/advertising-strategies.html
THE USER
4.4
The World of Brand Personality
Brand Personality: Introduction
Brand personality refers to the hypothesis in which brands have a certain set of human characteristics associated with them, (Aaker, 1997). In 2000 Plummer spoke of how this can be done through packaging, it’s name and the product itself. The consumer decides that they are ‘part’ of that brand, that they identify with them or even they identify with the consumer. The brand’s physical attributes and characteristics relate to the consumer like a person. To connect to a consumer and build a relationship with them they must first present and exhibit qualities the consumer resonates with, much like a friend.
5.1
Dimensions of Brand Personality by Jennifer Aaker, 1997.
The brand manifests a persona and characteristic which in turn projects human-like qualities. Like a friend is an extension of yourself, the consumer humanises an object (which can be a brand or garment in this instance) in order to understand it through their own experiences and judgement. Another factor which is taken into consideration when presenting a brand to consumers is colour. Colour is very powerful at conveying messages, meanings and emotions, colour affects our mood and perception. The right colour differentiates one brand from another. Colour also helps to establish brand personality through their connotations such as blue for intelligence.
Colour Psychology and Colour Therapy: A Factual Study of the Influence of Colour on Human Life by Faber Birren.
Excitement
Daring Dynamic Imaginative Up-to-date
Trendy Cool Young Independent
Sophistication
Upper Class Charming Glamorous Good-looking
Feminine Smooth
Competence
Reliable Intelligent Successful Charming
Secure Confident Hard-working Leader
Sincerity
Down-to-earth Honest Wholesome Cheerful
Sincere Original Family-oriented Sentimental
Ruggedness
Outdoorsy Tough Western Rugged
Masculine
Brand Personality: Anthropomorphism Anthropomorphising a brand enables the consumer to believe the object has consciousness or a soul (Aggarwal and McGill, 2007). In Fournier's 1998 theoretical article she highlights that there exists a need to anthropomorphize objects in order to facilitate a
Is That Car Smiling at Me? Schema Congruity as a Basis for Evaluating Anthropomorphized Products by Aggarwal and McGill, 2007. Sociological Theory by Ritzer and Goodman, 2008.
connection with the non-material world. She speaks of how animistic form provides the availability for the spirit of the brand to be recognised by the consumer. Georg Simmel Another way of thinking about this is through the theorist Georg Simmel. He communicates that a consumer conforms to a social relationship with the brand in order to become part of a ‘different’
culture or group rather than as an individual (Ritzer and Goodman, 2008). This reinforces the idea of human-like qualities and anthropomorphizing increasing consumer recognition, as the consumer once again sees themself within the DNA of said brand and connects on a personal level.
Cadbury’s
One brand that does this on numerous accounts is Cadbury’s. Both in their advertising and some products themselves. Anthropomorphism allows humans to make a connection to something that is not human. In the 1970s and 2007 this was presented in the form of a Phil Collins drumming Gorilla and tin martian aliens. Both of these adverts have become synonymous within British advertising and Cadbury’s brand image.
Examples of Cadbury’s use of anthropomoprhism within their marketing campaigns.
5.2
What is Luxury? Results
#1
Gender: Male Age: 18-24 How would you define ‘luxury’?: Expensive or hard to get hold of What makes something ‘luxury’?: Making it so only some people can have it What brands do you think of when you hear the word ‘luxury’?: Ted baker, Ralph Lauren, Louis vuitton, Versace, Armani What items do you think of when you hear the word ‘luxury’?: Tops, jumpers, coats mainly. Then maybe watches, necklaces, belts etc What colours do you associate with ‘luxury’?: White and black. Not sure why What words do you associate with ‘luxury’?: Exclusive, stylish, popular Do you associate ‘luxury’ with a specific location/backdrop?: Nope Where do you usually see advertisements of ‘luxury’ goods?: Instagram adverts mainly Do you own anything ‘luxury’?: Not much really Do you aspire to own anything ‘luxury’?: Some things I see I’d like but think are overpriced, otherwise not really In my opinion luxury is... (insert adjective)... : Noticeable/stands out
#2
Gender: Female Age: 18-24 How would you define ‘luxury’?: Expensive What makes something ‘luxury’?: Good quality What brands do you think of when you hear the word ‘luxury’?: Dior,
Chanel, Givenchy What items do you think of when you hear the word ‘luxury’?: Makeup, skin care What colours do you associate with ‘luxury’?: White, gold, light pinks What words do you associate with ‘luxury’?: Expensive, posh Do you associate ‘luxury’ with a specific location/backdrop?: City Where do you usually see advertisements of ‘luxury’ goods?: Magazine Do you own anything ‘luxury’?: One or two makeup products Do you aspire to own anything ‘luxury’?: No In my opinion luxury is... (insert adjective)... : Expensive
#3
Gender: Female Age: 18-24 How would you define ‘luxury’?: Something of good quality, of large expense What makes something ‘luxury’?: Elegance, expensive, good quality What brands do you think of when you hear the word ‘luxury’?: Chanel, Yves saint Laurent, Gucci etc What items do you think of when you hear the word ‘luxury’?: Clothing, home ware, bags What colours do you associate with ‘luxury’?: White, black, beige What words do you associate with ‘luxury’?: Elegance, simple, quality Do you associate ‘luxury’ with a specific location/backdrop?: Paris Where do you usually see advertisements of ‘luxury’ goods?: Social media, TV Do you own anything ‘luxury’?:
I don’t think so Do you aspire to own anything ‘luxury’?: Not particularly In my opinion luxury is... (insert adjective)... : Overrated
#4
Gender: Male Age: 18-24 How would you define ‘luxury’?: Wealthy, high end What makes something ‘luxury’?: Monetary value What brands do you think of when you hear the word ‘luxury’?: Dior, Gucci, Alexander McQueen What items do you think of when you hear the word ‘luxury’?: Cars, jets, clothes What colours do you associate with ‘luxury’?: Gold, black, silver What words do you associate with ‘luxury’?: High end, special, rare Do you associate ‘luxury’ with a specific location/backdrop?: Hotels, red carpets, important events Where do you usually see advertisements of ‘luxury’ goods?: Television adverts Do you own anything ‘luxury’?: No Do you aspire to own anything ‘luxury’?: Not specifically In my opinion luxury is... (insert adjective)... : Overrated
#5
Gender: Female Age: 18-24 How would you define ‘luxury’?: Expensive or something not often gotten What makes something ‘luxury’?: Special What brands do you think of when you hear the word ‘luxury’?:
Expensive like Gucci What items do you think of when you hear the word ‘luxury’?: Jewellery What colours do you associate with ‘luxury’?: Gold white silver What words do you associate with ‘luxury’?: Special, expensive, indulge Do you associate ‘luxury’ with a specific location/backdrop?: No Where do you usually see advertisements of ‘luxury’ goods?: TV or social media Do you own anything ‘luxury’?: Designer products Do you aspire to own anything ‘luxury’?: Hot tub In my opinion luxury is... (insert adjective)... : Classy
‘luxury’?: Yes In my opinion luxury is... (insert adjective)... : Something high end, a lot of time and effort has gone into making the product
#6
Gender: Male Age: 25-29 How would you define ‘luxury’?: High end What makes something ‘luxury’?: More time and thought went into the making What brands do you think of when you hear the word ‘luxury’?: Alexander McQueen What items do you think of when you hear the word ‘luxury’?: Clothing What colours do you associate with ‘luxury’?: White What words do you associate with ‘luxury’?: Rich, wealthy Do you associate ‘luxury’ with a specific location/backdrop?: City Where do you usually see advertisements of ‘luxury’ goods?: Magazines Do you own anything ‘luxury’?: Yes Do you aspire to own anything
5.3
Priceless
Wearing a Cartier says you’re rich and don’t care who knows it. The Rolex says the same thing, only louder.
Rules & Guidelines
The 7 Rules of Marketing
Rule 1
Rule 5
Send a monthly newsletter to tell customers and prospects about multiple topics they may be interested in.
Don’t measure the outcome because this type of marketing takes a long time.
Rule 2
Rule 6
Don’t mix education messages with selling ones. Content marketers advise the company to split out theses two types of messages.
Leave the review process to customers, don’t fake it.
Rule 3
Rule 7
Always be part of the online social media conversation in the company’s area of expertise.
One size fits all. One piece of content can be shared in its same form across multiple sites and platforms.
Rule 4 Pre-program posts in advance so they systematically appear throughout the day.
6.1
Break the 5 Rules of Marketing
Rule 1
Rule 4
Send one-subject emails to highlight one relevant piece of advice. In this way, the customer will read it quickly and the company will get the brand reinforcement they want.
Some customers will naturally post comments on social media sites. Other customers need to be solicited by the company to encourage reviews and references. Don’t be afraid to just ask.
Rule 2
Rule 5
Always be up selling. Condition the audience to always be expecting offers from the company while they are being educated. This will result in more sales annually.
Customize content to fit social media profiles. Emphasize quick advice or wit on Twitter. Use pictures or videos on Facebook. Highlight the post‘s educational nature on LinkedIn. Show it in a series of pictures on Pinterest.
Rule 3 All marketing needs to be measured for results. If there are no results, do not invest in it. Think of what success looks like before starting a content marketing strategy.
6.2
The Golden Rule “Do unto others as you would have them do unto you.” When marketers break the ‘golden rule’ people respond. Boring unsolicited emails, which are a result of giving just your email address to order a coat or enter a competition. This doesn’t mean an invitation to be
bombarded with emails. Phone calls at 5:30 when you are sitting down for dinner with your family, interrupted to be sold something you don’t want. AdBlock claims more than 15 million chrome users, customers don’t want big invasive ads all over their screen. The same advert and jingle played constantly on the TV, annoying! Even the biggest supporter of outbound marketing recognizes
obnoxious or intrusive approaches to marketing. Recognise the inevitable backlash against these marketing tactics and find better approaches. Marketing isn’t as simple as print, radio and TV adverts anymore. Consumers can get media through so many different channels and so creative and interesting marketing is needed to push through all the rubbish.
Go Compare’s tenor mascot Gio Compario.
6.3
Top 10 Tips of Success Based on Google Search
Tip 1: Look for Opportunities to Diversify
Tip 5: Constantly Optimize User Experience
Make sure you use the right channels to bring back strong returns from the investments you are to make whether it be print, social media or TV.
Make sure your website is catered to mobile devices. How good your user experience is depends on how your websites, social media etc are presented to the consumer.
Collaborate with other players in your industry to reach a new audience and create a stronger product image. Another good option is delegating an influencer spokesperson or advocate.
Tip 2: Embrace Paid Social
Tip 6: Connect Online and Offline Strategies
Tip 10: Make Performance Analysis an Ongoing Strategy
Use your online abilities to promote an in-store, offline experience to market your new product or service.
Performance analytics should be used to highlight where you are and aren’t thriving. These should influence your goals and targets for the future.
Paid social content provides a direct channel to your target audience due to the fact that data collected from social media allows companies to target certain demographics given their imputed data is correct. Tip 3: Focus on your Existing Content
Tip 7: Prioritize Authenticity
Don’t dilute the quality and relevance of your content by creating a lot but with no substance.
Throwing numbers, sales figures and complicated talk towards your target market is not going to create a response. Host a live stream or live talk to attract those who are interested in that ‘stuff’ to.
Tip 4: Nurture Brand Advocates
Tip 8: Create a Memorable Message
Use your market’s peers to advocate the product or service you are selling. If you see an opportunity for a trend, or good publicity use it.
Get creative with illustrating your brand image or ethos. Use your product/service to educate and inform as well as serve a purpose/use.
6.5
Tip 9: Build Partnerships
Mad Men: 5 Tips for Marketers by Don Draper
1. Don’t get too emotionally attached to the customer (in agency) 2. Don’t force creativity - give time to think 3. Your advertisement should make your customer happy 4. Be authoritative and show your expertise 5. The most important thing in advertising is “NEW”
6.6
Steve Jobs 1997
“...we’re not going to get a chance to get people to remember much about us. And so, we have to be really clear on what we want them to know about us.”
Marketing Strategies
Social Media The average daily time spent on social media on an average day in the UK is 1 hour 46 minutes, with Facebook being the countries favourite social media platform with 22% who say it is their favourite. For Generation Z instagram is the favourite with a 24% favourite service. 24 to 56 year olds preferring whatsapp and the Baby Boomers (57-64) preferring Facebook. Facebook remains the world’s most popular social network. Entertaining and inspirational content is the key to profitable social commerce.
Research
Negativity
The percentages of consumer who mainly use the following when trying to find out more information on brands.
Social media is known to have affect on consumers for many different reasons and by different age ranges. However, it is Generation Z (16-32) who have the highest percentage who say social media causes them anxiety at 19%, compared to the 12% of Baby Boomers (57-64).
Social networks – 45% Consumer reviews – 39% Q&A sites – 21% Forums & message boards – 17% Live chat services – 16% 51% of U.S./UK consumers use YouTube to research or find products to buy. Discovery Percentages of consumer who find out about new brands from the following. Social Media – 47% Adverts on social media – 28% Comments and recommendations on social media – 24% Updates on brands’ social media pages – 17%
Taken from: https://www.globalwebindex.com/reports/social
7.1
Content Marketing
The sharing of online material is designed to generate interest in your companies products or services by capturing peoples attention, help increase sales by directing traffic to your website, increase awareness, build trust and recognition. Great content campaigns are based on understanding who you are writing for. Try to accomplish 3 things; answer audience questions, provide something of value and keep them wanting more. The 4 purpose of content: To Entertain – Publish funny video clips on social media. To Inspire – Create a forum space where people can post questions. To Educate – Share information and articles on education of the topic. To Convince – Share testimonials from happy customers.
Weetabix posts a seemingly controversial image and receives many replies.
7.2
To jingle, or not to jingle
They enable consumers to differentiate between one brand and its competitors.
Once again Coca Cola sells the feeling surrounding the product rather than the product itself.
Jingles are not right for every brand, however some jingles are memorable brand assets that consumers recall for years. Much like pop songs, which create built-in familiarity and emotional connection in advertisements, jingles are easy to remember.
One example of a catchy jingle is the Coca Cola ‘Holidays Are Coming’ advertisement. First released in 1995, the brightly lit trucks, warming imagery on the wagens and enchanting song all make the advert synonymous with a Coca Cola Christmas.
The advert is evidently still as potent now as it was when first released. Their ‘Holidays Are Coming’ and ‘The Letter’ advertisements were crowned most effective advertising of 2020 by Marketing Week.
Coca Cola’s reoccuring Christmas ‘Holidays are coming’ advertisement.
7.3
How to over market a product
The product in this sense is the film Star Wars: The Rise of Skywalker. We must remember that in 2012 Disney bought the Star Wars franchise and with Disney characters on every top in every store it is not surprise the amount of promotion and partnerships the film possessed.
Bose
Walt Disney Studios president of marketing said, “As true fans themselves, these brands will deliver innovative and integrated programs that will delight and engage Star Wars fans everywhere.”
McDonalds
The global marketing partnerships senior vice president said they was on the hunt for a “truly organic fit”. What about Star Wars and fridges is an organic fit? The opportunity to win a Star Wars fridge, could you imagine that in your kitchen. United Airlines UA produced a campaign cross-promoting the movie and airline, with a United employee acting like Rey directing in an air craft and posters featuring Star Wars vehicles.
The franchise has a history of audio innovation so Bose is a more natural fit. Launched was an audio experience in a Star Wars app, which enabled fans to put themselves in iconic scenes with full 3D audio.
Targeting a much younger audience, Happy Meals were themed accordingly to the film with collectable toys available. Not sure if more children ordered one of these or Star Wars obsessed parents. Porsche This car company used Star Wars designs to inspire its cars with their new fully electric Taycan. Comparing their model to vehicles from Star Wars in the video advertisement. There were more the likes of; Coca Cola, General Mills Cereal, eBay.
The airline also uses a Star Wars themed safety video featuring some of the famous droids. General Electric As said before a strange link however their connection to the franchise is through their ability to show how their products empower users like the force. Samsung A more seemingly natural fit, the Samsung Galaxy showed off the power of its devices. The products were available in the dark side colour scheme with Kylo Ren themed cases and engraved phone backs.
Images on the opposite page: Top: United Airlines Star Wars plane. Middle: United Airlines recreated Rey’s scene in the film for their advertisement. Bottom: General Electric’s Star Wars covered fridge giveaway.
7.4
Top: Advert for the Bose Star Wars audio experience. Bottom: Advert for the Samsung dark side accessories.
Top: Advert for the Porsche Star Wars vehicle model. Bottom: Advert for McDonald’s Happy Meal Star Wars theming.
Memorable adverts of the last 60 years There have been many advertisements throughout the last 60 years that have caused both controversy and increased sales, however there are the ones which have been remembered for years and stay with people for a long time. I wanted to know what these adverts were, therefore I produced a short questionnaire to find out whether there were any specific
advertisements and marketing campaigns that have done this. From the 1970s the Cadbury’s Smash advertisement was mentioned twice as being memorable as well as a mention of Fairy Liquid. Of the 1980s Hovis bread and Cadbury’s milktray with the tag line “because the lady loves milk tray” being mentioned three times. Three memorable advertisements of the 90s mentioned was the introduction of the Coca Cola
christmas advert, Ford cars and the Milky Way cartoon TV advert. Lelly Kelly’s, John Smiths + Peter Kay, Cadbury’s gorilla, PG Tips monkey, webuyanycar.com and McDonald’s were all mentioned as rememerable advertisements. Techniques and strategies evident in all the advertisements spoken about include; anthropomorphism, jingles and celebrity endorsements. Examples of these advertisements can be found on: @victoriaelizabethweighell
PG Tips monkey mascot
7.5
The Big Ones
Tesla
Let’s be real most contemporary companies are using social media to front their advertising. However, at the other end of the scale is Tesla who spent 0% of their marketing budget on paid social advertising.
In 2018 Tesla launched an electric sports car into space through Elon Musk’s Space X rocket, making Tesla and SpaceX a household name. Elon Musk’s Tesla Roadster is an electric sports car that served as the dummy payload for the February 2018 Falcon Heavy test flight and became an artificial satellite of the Sun. “Starman”, a mannequin dressed in a spacesuit, occupies the driver’s seat.
This is a massive shift from traditional print, social and video advertisements. Tesla has perfected the Free media promotion equation. They have an interesting story which consequently provides them with free publicity. Tesla has a green power ideology. Their products are both better (used loosely) for the planet and trendy.
The Tesla Roadster launched into space playing David Bowie’s Starman in 2018.
8.1
The 2018 April Fools prank from Elon’s personal twitter which caused a stir among Tesla owners, shareholders and even just fans.
Elon Musk
Elon Musk is a marketable CEO, as a billionaire he is one of the worlds richest men. Very active on twitter, Musk shares both Tesla’s good and bad moments to his 50.2 million followers. This allows his followers to become part of the journey in the development and trial stages of both electric cars and reusable rocket launch. Noticeably Elon Musk has more follows than both Tesla and Space X combined. Elon also uses his social media to fuel the free media promotion equation to which he is able to gain likes, attention and exposure without having to pay for it. News outlets want to write about him and his companies, thus there is no need for social media marketing budgets.
8.2
Apple Recipe
The iPhone is argued as the most recognised and popular smartphone in the world. Apple’s marketing is simple. Their sleek and elegant advertisements getting you ready to spend. They have a large portfolio of products and Apple has lots of dedication to customer experience. Their consumers buy into the portfolio; they expect high quality and a polished experience from start to finish.
Apple has nailed minimalism, perfected the aesthetic, user interface, logo, support and adverts. Like CHANEL and Louis Vuitton, Apple is associated with high quality, luxury and trendy products which is reflected in their pricing. With every release there is always a new technological advancement that thrives to push the smartphone industry forward.
Every Apple product is related. Each product is different, but are immediately recognisable due to their shared detailing which primes the consumer to enjoy other Apple products. When the new product is released you already know how it works. Apple’s customer touchpoints have a cohesive Apple experience which are clean and seamless. From iTunes store to the website to start up.
Apple’s seamless corporate identity.
All Apple products, apps and software are integrated into our lives, solidifying Apple into daily life.
comments in order to create a better product and user experience.
In an interview with Axios, Tim Cook said “I like to... go through user comments and things like that, and sort of focus on the external people that are so important to us”. This emphasises Apples desire to produce product for the consumers needs and wants. They listen to their customer and take action from
8.3
What to not do
In 1989 Steve Job’s launched the first Apple commercial computer, priced at $10,000, this was one of the first computers to be sold with a mouse and to display icons not just text. Speaking to Playboy in 1985 Job’s said “We had gotten Fortune 500-itis, trying to sell to those huge corporations, when our roots were selling to people.” Along with the high price tag and targeting the wrong customers, Lisa’s advertisements didn’t
LISA imagery from: https://guidebookgallery.org/ads/magazines/lisa/introducinglisa
inspire. There was no story being told. There was no problem solved. The adverts spoke about features instead of focusing on solutions through the story. The pages were filled with lots of text which didn’t make sense to the average computer amateur. Consequently the computer did not take off and was discontinued a few years after initial release.
8.4
Think different Used from 1997 to 2002 the ‘think different’ campaign was used to get back to Apple’s core values. “Marketing is about values. This is a very complicated world. It’s a very noisy world, and we’re not going to get a chance to get people to remember much about
us. And so, we have to be really clear on what we want them to know about us” Apple wanted to strip their marketing back to its basics. They found similarity in figures such as John Lennon, Einstein and Neil Armstrong. All standing for something different, these people stood out, they pushed boundaries and didn’t conform
to the status quo. This is what Apple wanted to emulate with the purchase of the macintosh, they wanted forward thinkers and people to believe that by buying an Apple computer they were to become like the advertised few. It was about the feeling and aura around the product not just the product itself. Apple successfully applies the law of advertising.
Some examples of the many “great ones” think different posters.
8.5
Personal branding: more influential?
When it comes to social media, sometimes the person behind the brand is much more influential and interesting to consumers than the companies accounts.
Microsoft and Bill Gates, Microsoft founder, twitter headings showcasing their amount of followers.
Consumers and the public are interested in the human interaction which is available to them through the people who not only run or own the company but also are the face behind the logo.
Good examples of this is how CEO’s Bill Gates and Tim Cook of multinational conglomerates Apple and Microsoft have larger presence and reach than their company accounts. This means that their actions, values and words speak as much volume as the companies.
Apple and Tim Cook, Apple CEO, twitter headings showcasing their amount of followers.
8.6
Marketing Blunders
The use of the word “NEW”
Learnt from Mad Men’s (fictional) Don Draper the most important thing in advertising is “NEW”. So why didn’t it work out for one of the biggest conglomerates in the world? In April 1985 the CocaCola company introduced a reformulated Coca-Cola, often referred to as “New Coke,” best-selling soda beverage. Now named the “marketing blunder of the century” coke learnt the hard way that the word “New” doesn’t
always sell and the best-selling soda beverage should not be tampered with. In an October 1985 Los Angeles Times article it was questioned “Coca-Cola Co. confirmed Thursday that CocaCola Classic is outselling New Coke in the United States, raising new questions about whether the No.1 soft-drink maker should have tampered with its 99-year-old formula in the first place.” From the beginning of its introduction it was not received well and was said to be a ‘cost’ rather than profit.
Roberto C. Goizueta, chairman and CEO of Coca-Cola and Donald R. Keough, Coca-Cola president, 1985.
9.1
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Red Coca-Cola
Don’t think a Pepsi quite helps
‘Live for now’ Pepsi. In the 2017 advertisement a can of Pepsi is given to a police officer at a protest, the idea is that it unites everyone by the power of the soft drink. This advertisement, featuring super model and family famous Kendall Jenner, received huge backlash.
Pepsi were accused of utilising social justice causes for their own commercial benefit and insensitively borrowed matters from BLM movement. “Pepsi was trying to project a global message of unity, peace and understanding. Clearly, we missed the mark and apologize,”
A screenshot from the Pepsi advertisement with Kendall Jenner.
9.2
Don Draper
Donald Francis “Don” Draper, a fictional character from the television series Mad Men in which he is the creative director of an advertising firm Sterling Cooper.
Make it simple, but significant.
Nothingness
How logos went from everything to nothing
Gap v Gap
The Gap is an American corporation that retails clothing and footwear, founded in 1969, owning stores in Ireland, France, the UK and US to name a few. It seems Gap attempted to jump on the Helvetica band wagon. In October 2010 GAP decided to announce they were re-branding, the original logo having been used for more than 20 years. However, it only lasted a week, October 4th to 11th. VP of corporate communications Bill Chandler
said, “We believe this is a more contemporary, modern expression. The only nod to the past is that there’s still a blue box, but it looks forward.” Evidently the marketing department had not bothered to as their consumers whether they believe the logo is “tired”. The longer a logo can go without being perceived as “tired”, the more powerful and influential it is.
10.1
Hedi Slimane’s redesigned SAINT LAURENT store.
Nothingness: (Yves) SAINT LAURENT
Since the houses’ rebrand by Hedi Slimane to SAINT LAURENT, their clientele has further developed to a free-spirited, youthful consumer With changes in the logo, store interior and house’s clientele, the shift from Saint Laurent’s vision to Slimanes is apparent. In previous years, Saint Laurent’s consumer audience consisted of upper class groups, and fashion influencers. Since the 2013 reboot
the house has expanded its market to include millennials and younger consumers. This suggests the need for their content to be authentic and relatable, rather than being gold and unaffordable – which no longer appeals to the younger generations. The new logo refers back to The Rive Gauche logo of the 1960s.
10.2
Reproduction Art: SAINT LAURENT Logotype
This page contains reproduction artwork for the SAINT LAURENT logotype. This artwork can be reduced or enlarged photographically. Credit to Hedi Slimane & the SAINT LAURENT house.
Nothingness: Spotify
Spotify’s logo over recent years has not changed too much. However since its beginning in 2008 the logo has gone from a serif enthusiastic stroke logo to a sans serif monochromatic helvetica design.
Spotify is regarded as the trend setter for the -ify craze (later came along shopify and stockify). They were also part of the logo trend to include the visualisation of sound coming off the ‘O’. In 2013 Spotify adopted a clean, fashionable, sans serif typeface and detached its three waves to become a stand-alone symbol.
10.3
Reproduction Art: Spotify Logotype
This page contains reproduction artwork for the Spotify logotype. This artwork can be reduced or enlarged photographically. Credit to Spotify.
The new BMW logo features a transparent halo around the original chequer centre.
Nothingness: BMW
More and more brands are embracing the numbness as relief for the overload of digital capitalism and branding overload. More recently, brands have been able to project that their brand is simple, straightforward and clear. Brands are no longer defined by their logo, consumers take into account all points of contact and therefore brands goals have shifted from making noise and standing out to being a trusted and being a dependable part of people’s everyday lives.
In 2020 BMW (Bayerische Motoren Werke) announced they had redesigned their logo. Speaking of nothingness, the logo itself is transparent and no longer holds a black background to contrast its features. The new transparent logo is said to “radiate more openness and clarity” and invites consumers to become part of the world of BMW .
10.4
Reproduction Art: BMW Logotype
This page contains reproduction artwork for the BMW logotype. This artwork can be reduced or enlarged photographically. Credit to Bayerishe Motoren Werke.
Nothingness: Pepsi Cola Unlike their competition, Coca Cola, the Pepsi logo is constantly reimagined. Over it’s 122 years, the logo has seen 12 redesigns.
Pepsi didn’t even begin as Pepsi Co, it began its journey as Brad’s Drink. As the logo progressed from a red scrolly Pepsi Cola logo (similar to Coca Cola’s) in 1962 they made the decision to drop Cola completely. This was the beginning of the sans serif bold block typeface. In 1987 Pepsi created their own font, it was still bold and sans serif, but the letters had a futuristic feel in the circular enclosure.
From here the logo continued to evolve to the current internationally recognised logo. The ‘globe’ as the forefront, no serifs, no uppercase letters. It was received as “way too simple” and “lazy”, comparing it to similar logos like Korean Airlines’. But with many other brands taking a similar nothingness approach it goes to show it isn’t always greatly received.
10.5
Reproduction Art: Pepsi Cola Logotype
This page contains reproduction artwork for the Pepsi Cola logotype. This artwork can be reduced or enlarged photographically. Credit to Pepsi Cola.
Is a Plain Logo Preferred? Results I created a questionnaire to see whether consumers actually prefer ‘nothingness’ logos. I have included a few placebos, as the Doritos, Oreo and NASA are concept art by Michael Irwin. I included these to see whether if these companies were to go towards the flat, helvetica ‘nothingness’ logo route whether they would be preferred.
Gender Female: 57 Male: 9
Peugeot New Logo: 33 Old Logo: 33
Age Under 18: 3 18-24: 37 25-29: 4 30-34: 4 35-39: 1 40-44: 0 45-49: 2 50-54: 8 55-59: 4 Over 60: 2
Doritos Current Logo: 58 Concept Logo: 8
Spotify New Logo: 59 Old Logo: 7
Burger King New Logo: 24 Old Logo: 42
Saint Laurent New Logo: 36 Old Logo: 30
Airbnb New Logo: 52 Old Logo: 14
BMW New Logo: 8 Old Logo: 58
NASA Current Logo: 58 Concept Logo: 8
Netflix New Logo: 38 Old Logo: 28 Calvin Klein New Logo: 17 Old Logo: 49
Oreo Current Logo: 55 Concept Logo: 11 GAP New Logo: 5 Old Logo: 61 Pepsi New Logo: 33 Old Logo: 33
Michael Irwin’s concept art of nothingness versions wellknown logos.
10.6
The World of Spokespersons & Endorsements One way of facilitating the connection between consumer and object is through the use of a spokesperson, the person chosen must strongly emit the spirit of the brand in order to increase the brand's connection to the consumer.
If the consumer resonates with the brand’s identity or spokesperson they will want to befriend the company and buy into the culture around the brand, wanting to make themselves more like the personality radiated by associating him or herself more with the brand, thus inviting the consumer to interact with the brand more which then leads onto increased sales and brand awareness.
“The Influencer”
Content created by influencers return is higher than many other elements of traditional and digital marketing and communications mix. However, inauthenticity is an issue that must be addressed, therefore companies need to show values of authenticity in order to receive positive feedback and increase in sales. There are different levels of influencers such as; celebrities, professional top tier influencers and professional power middle influencers.
Influencers are used by businesses in order to be heard by a niche target customer or by their large number of followers. This is done through affiliate links, sponsored videos on platforms such as Youtube and posts on Instagram or Facebook. Influencers must; disclose whenever content was paid for, be open about other commercial relationships and give genuine views on markets, businesses goods and services.
Saffron Barker, a youtuber who is endorsed by gymshark and has affiliate codes with Bulk in her instagram bio.
11.1
Kim Kardashian West’s Love of Lollipops
The Queen of endorsements and putting her name to items which may or may not work, Kim Kardashian West. From Sketchers, to morning sickness pills to Sugar Factory lollipops, when Kim posted a picture of herself sucking an appetite suppressant lollipop she caused a bit of a stir. Kim was promoting flat tummy co, and while she has always been the subject of body image conversation this one wasn’t for positive reasons. Kim is known to show on her social media the gruelling early morning fitness routines and continuous consumption of salad boxes on the families reality TV shows.
This post was removed after a large amount of backlash for promoting the appetite suppressant. It was rumoured she reposted the image with one of her KKW Beauty lipsticks in place.
Screenshot taken from kimkardashian Instagram Posts shown dated: Date unconfirmed
As of 19 April 2021.
11.2
The promotion of appetite suppressants juxtaposes her previous adverts for the likes of Uber Eats, which is known for it’s fast food, on her social media.
Screenshot taken from kimkardashian Instagram Post shown dated: 27 November 2019
Kim regularly shares her gruelling early morning fitness regime, diet plans. To get into the dress seen above she was tightly fitted into a corset which mean she was unable to sit comfortably and use the loo.
Screenshot taken from kimkardashian Instagram Posts shown dated: 7 May 2019
Kendall Jenner’s Pearly Whites
Kendall Jenner, a supermodel who on top of walking runways is part of one of the most famous families on the planet. Recently she has got her name on a teeth whitening pen by MOON Oral Care. Granted, if one is to stare at her teeth, she has bright pearly whites. However, it can’t be ignored that she seemingly had pearly whites before the resurgence of this MOON product, and her younger visits for cosmetic dentistry cannot be ignored. “Who doesn’t want teeth like Kendall Jenner’s? That’s where the MOON x Kendall Jenner Teeth Whitening Pen comes in. This innovative teeth whitening pen instantly brightens teeth, working on tough stains to reveal a whiter smile over time.” – Boots.com Do not use in combination with coffee, tea, cigarettes or other substances that may impact the whitening effect. Consult a dentist prior to use.
Named after her; Moon Kendall Jenner Teeth Whitening Pen.
Screenshot taken from kendalljenner instagram Post shown dated: 11 March 2021
As of 19 April 2021.
11.3
What doesn’t sell to her 159 million followers more than “Who doesn’t want teeth like Kendall Jenner’s?”
Screenshot taken from kendalljenner Instagram Post shown dated: 15 December 2020
The secret to her smile is apparently a £10 to £20 oral dental care product range. *Major disclaimer she has also visited her private Beverley Hills dentist just to start her white smile off*
Screenshot taken from Kevin B. Sands Cosmetic Dentistry Beverly Hills website Website shown dated: Undated
Kylie Jenner’s Locks
Kylie Jenner, once proclaimed as the worlds youngest billionaire. Promoting £28 hair vitamins which are said to support the maintenance of normal hair and normal nails. Acknowledging the fact that Sugarbear Hair don’t promote that idea that these hair gummies generate the user with long luxurious hair.
The fact they have chosen an influencer who is notorious for wearing wigs and having fake hair in promotions and photoshoots speaks for itself. But if you want to sell products adapting self image and body adaptations, a Kardashian-Jenner seems to be the place to go.
Known for regularly switching up her hairstyles and colours, Jenner is shown wearing wigs to add to her costumes for halloween.
Screenshot taken from kyliejenner Instagram Posts shown dated: 31 October 2019
As of 19 April 2021.
Examples of some of the many wigs Kylie wears on instagram.
11.4
“Blue for my hair + pink for my body! @sugarbearhair has the most delicious vitamins #ad #sugarbearhair” Kylie Jenner Sugarhair Bear endorsement shared to her one hundred million+ followers.
Screenshot taken from kyliejenner Instagram Post shown dated: 28 January 2019
Celebrity Endorsement Death
Although there has been alot of successful celebrity endorsed products and companies, there are also the ones that haven’t done as well as anticipated. For example, Robert Kardashian’s sock line. Who knew about that? Just because the family name is one of the most influential doesn’t always bring positivity and sales.
11.5
It’s not only celebrity companies that don’t take off, but endorsements that have been recognised as amiss.
KKW Beauty by Kim Kardashian West
So Kim and Kanye are getting divorced, so has anyone got any idea what will happen to her cosmetics line post divorce settlement? Is she going to ditch the W or is she going to rock the KardashianWest surname without Kanye. Does this call for a rebrand? A bit like the time Kim decided Kimono resonated with her and her control underwear brand before changing the name to SKIMS.
11.6
DASH
Dash, launched in 2006 was a boutique clothing and accessory chain founded in 2006 by the Kardashian sisters (Kim Kardashian, Kourtney Kardashian and Khloé Kardashian). As of April 2018, all locations have closed. A heavy feature in the beginning of the Keeping Up With The Kardashians show, Dash was no longer their main priority once their popularity increased, evidently their sales and foot-fall didn’t.
11.7
Kim wrote on her website, “After nearly 12 years, my sisters and I have decided to close the doors of our DASH stores”. Khloé wrote “We started DASH in 2006 and really struggled for a long time to make it a successful business — there were months we couldn’t pay our bills, and the store didn’t turn a profit for years,”
Arthur George Socks by Robert Kardashian
Arthur George Socks, has anyone heard of this one? Launched by Robert Kardashian in 2012. “A combination of Robert’s middle name - Arthur - also his grandfather’s name, and his father’s middle name - George was born from Robert’s life-long passion for men’s accessories. Robert started working on standout, spirited, slogan-centric sock designs and the Arthur George statement sock was born.”
According to W Magazine, in November 2018, Rob Kardashian gave his mother 50% of the company in exchange for her investing capital to keep the line afloat. Apparently once stocked in Selfridges, the brand seems to be laying very low compared to other Kardashian empires such as Kylie Cosmetics or KKW Beauty. Maybe don’t think that just because you possess the name KardashianJenner doesn’t mean you can build a successful business.
11.8
Range Rover with Victoria Beckham
11.9
In 2012 Land Rover revealed a new Range Rover Evoque which named Victoria Beckham as creative design executive. The Evoque featured hand-finished matt paint, 20 inch all black wheels and rose gold plated accents. Costing £80,000, when unveiled the Evoque was surrounded in press shots with images of posing Victoria Beckham. However Beckham didn’t design the car with the Land Rover design director saying “I’ve forgotten more than
that woman will ever know about designing – to be a car designer takes years.” Beckham told reporters during an unveiling in China that she was the one who designed the car having been told by the company she would only be able to make subtle changes such as colour and details. She was only there to lend her name and endorse.
Brad Pitt & Chanel No.5
“It’s not a journey. Every journey ends, but we go on. The world turns and we turn with it. Plans disappear, dreams take over, but wherever I go, there you are: my luck; my fate; my fortune. Chanel No.5, inevitable.”
For the first time in Chanel’s history a male star was chosen to front the fragrance for No.5. The advert shown in black and white, a deep-in-thought Brad Pitt gives a monologue to the camera, however what he says is a load of unscannable nonsense. In short it is 30 seconds of your life you won’t get back – to listen to Brad Pitt try and relate the world, journeys and plans to a luxury parfum.
11.10
The Future: Where do we go from here?
Where do we go from here?
Many people are obsessed with materialism and getting the newest thing. It is built into consumers, what they like and what they want is fueling innovation and technology advancements. Consumers constantly wait for the next phone, the newest car, the newest Macbook Pro, everything has to be newer and better. In the circa 250,000 years homosapiens have been on earth, the innovation and evolution that has occured is massive and that will only continue. In modern day the trend cycle is so fast that innovation only occurs quicker and quicker.
Marketing on google is defined as “activities a company undertakes to promote the buying or selling of a product, service”, however it extends much more than transaction. Marketing is present in all stages of a business, beginning to end. Moving forward businesses will need to embrace change whether its a chat bot or a new trendy social media app. Marketing has become a spider web of interaction, strategies and platforms. It isn’t about following the rules or breaking them. Clever marketing happens when there is a strong understanding of the target consumer.
12.1
Artificial Intelligence
Every social media platform builds a digital profile of every user. Everything the user likes, looks at and is associated with is being tracked. The more detailed and knowledgeable that profile is the more refined and targeted advertisements can become. As a social media user the person is contributing to a massive data base in which is building this artificial intelligence. This can be also be used within chat bots on websites and apps in order for customers to have 24/7 access to customised help and improve customer experience.
12.2
Implimented in website experience A.I is able to analyse data about a single user, such as; location, demographics, device, interaction with the website, etc. And thus display the best-fitting offers and content. This is also can be used with push notifications as A.I has the ability to deliver notifications as the right message at the right time. A.I enables companies to cut their staff costs and accelerate their growth, giving an edge over competitors.
Voice Search
Voice search devices and software such as Siri, Alexa and Google assistant are all becoming more and more integrated into our everyday lives. With the ability to summon the virtual assistant without having to touch any device enables consumers to make quick decisions and gain access to information instantly with zero effort. Through voice search comes voice shopping. Voice search shopping is the latest future trend of mobile commerce.
Users can interact with voice assistants to purchase almost anything via their smartphone or a voice-activated smart speaker. This begs the question surrounding search engine optimisation. These devices are surely not going to list out thousands of results with the top bidder as the first. Is the result; SEO becoming more competitive and average bid prices increasing?
Apple’s hugely successful ‘Siri’.
12.3
Social Media commerce & shoppable posts
With an increase in social media users and 47% of consumers finding out about new brands from social media, the ability for the entire shopping experience to occur on social media is surely the next step. From product discovery to check out, this can all be done on social media apps. If your target audience is on social media, then your brand and purchase journey should be too. This approach is much more streamlined. Capitalise at the moment the consumers purchase just needs that extra push and the excitement about the product is highest.
Social commerce in action. The ability to purchase, in this case hair products, from your hairdresser.
12.4
A change in influence & trust issues
Although over recent years there has been an increase in the power “influencers” have over their audience, there comes a point in which people begin to have distrust due to the fact “big influencers” will take any paid job and ‘sell’ whatever is given to them reguardless of their own opinion. This has meant the trust in microinfluencers has become much more valuable.
Brogan Tate, a smaller influencer with 47.6k followers on Instagram.
Consumers have come to the realisation that celebrities and the big influencers don’t use or even like some of the products they promote. However, microinfluencer followers are a tighter knit community in which they listen to and appreciate the micro-influencers opinion a lot more. This has meant that in the future, marketers budgets may be spread over 5 micro-influencers rather than solely on one hugely expensive influencer.
Zoe Sugg, an influencer with 9.2 million followers on Instagram.
12.5
The future
We are currently in the age of reputation; the post-truth era, a reality TV star can shill appetite suppressant lollipops with no scientific knowledge or veracity of proof. As consumers, our every click and swipe is tracked, each behaviour being monitored and recorded; a reflection of our needs and desires targeted back at us as products and services. When opinion outweighs hard fact, and misinformation can affect the global market — where do we turn for clarity in a consumers world?
Reputation: What It Is and Why It Matters Gloria Origgi
12.6
Sinan Aral. Professor at Massachusetts Institute of Technology. TED Talk.
“...the vastly increased access to information and knowledge we have today does not empower us or make us more cognitively autonomous. Rather, it renders us more dependent on other people’s judgments and evaluations of the information with which we are faced.”
Gloria Origgi
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