Showing posts with label Emotional Marketing. Show all posts
Showing posts with label Emotional Marketing. Show all posts
As I write this post, It would be reckless of me not to mention at the onset that organizational success is as a result of team work from all the departments,however for this post I have singled out the marketing profession for mention.
The public mostly associates marketing with the hawking profession not that hawking is bad but such a pedestrian approach dents the image that accompanies the prestigious marketing profession.The rampant misconception of marketing and sales doesn't help either.This skewed perception starts early.In campus it's always seen as the the easy way out.The looks one gets when they say that they are majoring in marketing makes one feel like apologizing.Well,not anymore.
This blog series seeks to achieve two things :
1) Inspire marketing students to reach the pinnacles of the marketing profession.
2) Change the public's perception on the diverse field marketing
Any marketer who shares this vision is free to join this ship by telling their story.
"I don't know the rules of grammar. . . . If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular." David Ogilvy
"Facts are irrelevant. What matters is what the consumer believes." Seth Godin
"There is a great deal of advertising that is much better than the product. When that happens, all that the good advertising will do is put you out of business faster." - Jerry Della Femina
"I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death."
Leo Burnett
"We want consumers to say, 'That's a hell of a product' instead of, 'That's a hell of an ad.'" - Leo Burnett
"The secret of all effective advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships."Leo Burnett
"In advertising there is a saying that if you can keep your head while all those around you are losing theirs - then you just don't understand the problem.
Hugh Malcolm Beville, Jr.
There's no secret formula for advertising success, other than to learn everything you can about the product.
Morris Hite
"The only way to advertise is by not focusing on the product."
Calvin Klein
"The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business.
Derby Brown
In our factory, we make lipstick. In our advertising, we sell hope.
Peter Nivio Zarlenga
"Winning in advertising is like winning in a horse race where you fall off your horse nine times and get back on ten. Dean Rieck
The guy who came up with the idea of painting the above hotel with a diaper ad deserves a high five... on the face.Any person, in their right mind of course will tell you there's something wrong with the picture above.I still recall vividly my marketing communications class (When I wasn't busy measuring the speed of projectiles) at the university of Nairobi taught by one Dr Mutugu.I remember him telling us that there's a reason why hospitals are not painted black.This is because the color black is mostly associated with death and mourning hence most patients would not fancy their chances of getting well in such a hospital.
Back to the hotel ,even if the paint is free why on earth would you allow anyone to paint a picture of diapers unless your actually serving crap( pun intended)on a sad note though this scenario is replicated across the country in villages ,towns and cities.Large corporations prey on desperate or ignorant business owners whose premises are in dire need of a facelift at a minimum or no cost at all.
The whole aspect of brand association has not sank in yet or some are not aware at all.Me thinks marketing should be included in the school curriculum to spare us some blushes.
One of the best re branding strategies I have seen this year has to be Peter Mulei and Sons supermarket to Mulleys supermarket.It's has still retained the native pronunciation but it now now has a national and global feel in a country where your name betrays you.
P.S The premises at the top has since been repainted since the photo started started doing rounds on social media.
One of the best re branding strategies I have seen this year has to be Peter Mulei and Sons supermarket to Mulleys supermarket.It's has still retained the native pronunciation but it now now has a national and global feel in a country where your name betrays you. P.S The premises at the top has since been repainted since the photo started started doing rounds on social media.
#1)Be a social pro
Simply put you’ve got to be where your potential customers/clients are.This does not mean that you’ve got to be on every social media platform available.It's tiring I assure you.Preferences
for social media networks for people vary a lot. There are some who are only on twitter hence if you
focus on Facebook alone you lose out on those ones.Find out where your intended target audience is and focus on them in order to have maximum impact.
#3) Use pictures
#2)Schedule your posts
Resist the urge to simply post at any time,unless you are a journalist covering unfolding events real time.For those who don't know this might come as as a shocker.Not everyone who has liked your page sees all your posts unless they have activated the get notifications option.This because of the ever changing algorithms of sites like Facebook.Always post when most people are online and more likely to see your posts.Mornings,lunch
hour, late afternoons and evenings have proven to be the best times to share content and
engage with fans/followers.#3) Use pictures
The adage that a picture is worth a thousand words couldn’t be truer. People are more likely to click on photos since it saves them the time to read a paragraph.The quality of pics also matters a lot.Crisp and clear pictures go along way in convincing people to like and buy your products.I go through a lot of posts and the one complaint people have is good post but it's too long.Posting photos alone won't hack it.You need to tag people in them in order to increase your reach.
#4) Engagement is key
Communication is two way. It will be pointless to open a Facebook
page and twitter account just to be posting/tweeting motivational quotes and
some bible verses .They've become too cliche by the way. If you do that you’re better off investing in billboards and posters.Use open ended questions to get views from your audience or include a call to action.Recognize your fans by re tweeting and sharing their posts those that make sense of course don't endorse mediocrity) share their photos and reviews and have
conversations with people interacting with your content and social media
profiles.#5) Use Hash Tags
#6) Consistency
The main reason why social media interaction dips after a few weeks/months is due to inconsistency.People usually start with a lot of steam inviting their friends to like their pages & follow them before it wears off and interaction becomes limited to 3 posts a month.Consistency makes it more
likely that people will recognize your brand and interact with it
(liking, sharing, re-tweeting) which then in turn, also increases your reach.This means you have to get relevant and useful content for your followers(not so easy as you thought huh).
ION
Did you know that if you start a tweet with a user name e.g @Victormutua9 only the sender, the person mentioned and someone who follows both of you can see it.
ION
Did you know that if you start a tweet with a user name e.g @Victormutua9 only the sender, the person mentioned and someone who follows both of you can see it.
Well now that you know.What are you going to do?? How about ............
(image sources:web)
From the moment you wake up.You are bombarded with ads everywhere. They are on tv,radio,billboards,buses and even dustbins. Firms are spending outlandish amounts of money on ads to reach just a few thousand people .In this day and age costs have hit the roof.This digital generation me thinks has little use for TVs.As long as one has a steady source of internet the TV becomes as useless as the g in lasagna.They can be found on social sites streaming music and watching shows online.They don't need to tune into the telly for news, they get it real time on their timelines. I never knew about the existence of the Aromat ad until it popped up on my timeline and then I looked for it to find out what the hullabaloo was all about. 
Thanks to science clear cut customer
targeting is now possible.The internet is a good example.Ads that pop up
on your screen have been influenced by your search history of the sites you have visited through
the use of cookies.Maps are going to be the next frontier for marketers. Imagine your phone alerting you about the vacant house you were looking for or typing a product in your smart phone and all the stores nearest to you, it's found in pop up.Well stop imagining that's what the guys at Esri have already come up with.It's called the geo trigger service.With it you can be able to see the geographical distribution of your customers,their purchasing behavior including how long they stopped at a location and you can be able to tell their needs and wants.You can tailor your marketing communication to suit each customer segment.You save more time and more money compared to running a blanket ad on national television then cross your fingers and hope that the targeted audience is watching.
The decision is up-to firms to choose whether they will continue wasting their resources or shift to more precise modes of audience targeting. The power has been shifted back to the firms for now.
By @Señor Marketer
The decision is up-to firms to choose whether they will continue wasting their resources or shift to more precise modes of audience targeting. The power has been shifted back to the firms for now.
By @Señor Marketer
(image sources:web)
In all the years I have been in this marketing field (I can count them on one hand) some things have stood out as guarantors of success in the different ad campaigns run by firms.They can be summed up in the quotes of these great gentlemen whose company I keep and draw my inspiration from.It's my dream that Kenyan ads will be able to reach the advertising heaven graced by firms like Coca cola,Guinness and the rest.One ad at a time of course.
#1)
There is no simpler truth than this.A satisfied customer is way better than a 30 second commercial ad.By the time a customer is recommending your brand to others.It means you have won them over and they've accepted your brand as part of their lives and people share what they like with friends and family.It's also free.
#2)
It's not about what you say but how you say it. This is where emotional marketing comes into play.If you don't know the emotional stimuli that your audience responds to then your message will disappear into thin air like the Malaysian plane.
#3)
Most firms in their quest to stand out from the clutter end up coming up with complex ads that audiences grapple to understand.Simplicity still remains the key to great ads.Creativity however is not an option it's a MUST.
#4)
I am yet to come across any business fueled by consumer purchases that doesn't want recognition.Depending on the kind of business you do, you need to be recognized unless you deal with narcotics then that will lead the boys in blue straight to you.You have to use all the available means at your disposal to get recognition.Those guys at the accounts department who think advertising is an expense need to be straightened up too.
#5)
You can hire the best creatives in the world to do your ads but if you can't put your money where your mouth is then its as pointless as beer at an AA meeting.Your product should meet and exceed the consumers expectations on whatever selling point you have going on.
That is all for now.Over to you Firms
(image sources:web)
(image sources:web)
Every time I walk around and see ads I can't help but grin and shake my head .The good ones get a nod of appreciation while others lead me to the conclusion that those who paid to have them put up must have been under a spell,like those ones that make make people eat grass.When I wasn't busy skipping classes to attend rugby training or brokering deals on electronics with leaving fourth years,I managed to learn some vital marketing lessons.Of all the marketing tricks /gimmicks employed by firms to lure customers and increase their market share the most sound and sustainable strategy has always been channel management.All the others namely, price reduction,product development and numerous promotions can easily be copied by competitors.Ensuring that you have an efficient channel takes years to build.It is based on Relationships.This has been the case with safaricom and equity bank.
After numerous call rate battles that have seen YU mobile recently throw in the towel,Orange went back to the drawing board and came back with a great plan.They realized that it will take them a long time to reach where Safaricom is .They decided if you can't have one line you can have both thanks to the dual sim phones.The logic behind it is that you don't need to change your line from safaricom to orange in order to enjoy cheap calling rates you just buy an orange line and keep your safaricom one.This has reduced the decision making process for customers who were being forced to choose between the two.With a dual sim phone you can be able to enjoy cheap calling rates to other networks from your orange line.Great move Orange.
