Why Cigarettes????

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My Favourite Product!!! 

Most Successful Product that ever created!!

Cigarettes

Hi everyone, whether you are a somker or not a smoker, today i'm going to talk about Cigarettes in marketing perspective, and why even without advertising cigarettes still generate such a lot customers.

In this advertising, cigarettes seems provide people a feeling that man is more attractive and concentrate with a cigarettes  between their fingers. 

Wants creation: 

Cigarettes was not a product in ancient times, and there is not too many people know it. But the cigarettes company created the value for cigarettes, and people start going to know it and like it. 

Turn Wants into Needs: 

After trying the cigarettes, most of people can not stop purchasing it, which because of the nicotine content makes people become hard to give it up. 

Cigarettes is different to all of existing products, which i think its core compendency is its great innovation on its value. As we can see people having the cigarettes in the movie and our daily life. Company does it advertising through smokers and which is really efficient.

Discussion: 

Do you think that cigarettes is a successful product? And why? (In marketing aspect)

Thanks~ 

Why Old Spice??

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Fourteen Campaigns About 'Old Spice'

Actor Isaiah Mustafa's robust, manly delivery — along with unbelievable and perfectly executed transitions — made this hilarious spot go viral in the winter of 2010, and the internet gave Old Spice more free publicity than the company could dream of. And it wasn't just empty hype: Sales of Old Spice Body Wash increased over 100% the month after the commercial debuted.

The next time you Like a sponsored ad on Facebook, or share a promoted Tweet, or actually become motivated to buy a product because of a cleverly worded tagline, think back to these ads. While the desire to buy new products may feel real, you might be reacting just as a Mad Men-esque ad exec in New York wanted you to.

In my point of view, this advertising build up the bridge between customer and product, which provides those potential customer have a straight emotion engagement while they see the products on the shelves. On the other hand, the content of the advertising can help customers recall the quality of the product easier.

WHOPPER vs Friendships!!! - Burger King case

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Burger Kin- WHOPPER SACRIFICE

Amazing isn't it???? !!!!!

People actually delete their friends on the Facebook in order to get one free Whopper burger!!!!  

Burger King put people's friendships to the test when they announced a campaign offering a free whopper burger to anyone who deleted ten friends from Facebook. The wickedness of the scheme was that any friends who were sacrificed were informed that their colleague valued a burger over their friendship. The campaign was launched by Burger King in 2009 and visitors were invited to sign up to the Facebook campaign after visiting whoppersacrifice.com.

After a week of the campaign over 233,000 people had been sacrificed from Facebook for whoppers and the social media site took action by blocking the campaign over breaches of privacy. The whopper sacrifice campaign won numerous marketing awards in 2009 including Gold for Web Applications and the ADC Hybrid award at the Art Directors Annual Awards 2009.

In my point of view, this is a dam good campaign! Which well communicated with its target market - younger generation. Despite of whether it is good or not to delete friends on the Facebook, the objective of this campaign is clear enough which is to show people about how people Love Whoppers burger, and also meanwhile diffuse the brand awareness. 

Question: 
Will you delete your friends in any social media in order to get the free product given out from some food companies?

Catch the Flash - Nike

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Catch the Flash - Nike 

To promote a new reflective running jacket Nike ran an campaign called 'Catch The Flash' in Vienna.

50 'Flash runners' ran around the city at night wearing the jackets which they are currently on promoting. And people can win €10,000 by taking photos of as many of the runners as possible. 

But it wasn’t just open to people in Vienna – each runner was tracked via GPS so users could chase them through an online game.

Nike+ users had an advantage as they were given a faster virtual character to try and track down the real runners online. Members of the Austrian national football team also played online and posted pictures on Facebook.

On average the online gamers spent 24 minutes on the microsite, however there’s no information on how many people took part in real life.

The highlight of this campaign is the engagement experience that provided by Nike! And the social media used such as Facebook and Apps, help Nike to inform people about their new jacket and meanwhile brings company the additional value of their brand. 

My question is: Who is the actually get benefit from this campaign? The people who win that €10,000 or the Nike? 

The Chance- Nike

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The Chance - Nike Campaign

(Highly recommend! Really emotional engaged)

The Chance is one of recurring campaigns that hold by Nike, which gives youngsters around the world the chance to win a place in The Nike Academy for a year. 

The campaign first ran for six months in 2010 through Nikefootball.com, Facebook, Twitter and Youtube. 

Participants created more than 17,000 Facebook pages which reached an additional 5.5 million fans.

Furthermore, 2,000 user-generated videos and 28,000 player posts were created and the brand received 3.4 million YouTube views. 

The winners were given a full year attendance in the Academy, getting to play against the reserve teams of Premier League and other clubs.

Through this campaign, we can see the great value Nike created, which provides people a feeling that  Nike is not only about selling spot related products but also providing the chance to people who are holding their dreams! 

Thus, what we can learn from video as a marketer?

In my point of view, the creation of the context and the emotional attachment are very important for companies to diffuse their brand image through social media.

And what is your opinion?

Stores goes to Customers:

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Stores goes to Customers: 

A big change in the traditional transaction and purchasing into a new way. Which companies post their products' barcode or QR Codes in the public place. What customer needs to do is scan the codes through the specific Applications in their smart phone to do the purchase. Product will deliver to the address that customer wrote.

In terms of that the App support should be provided from the company which offer this services, this related to the number of phone users, the knowledge of using apps and the ability of company to do the distribution.

Here is an example of QR and Barcode shopping App.

Though this app, customers can do the comparison between the product prices and also ask for suggestion form friends. 

This new ideal of marketing provides the convenience to the customers and also provide an impressive purchasing experience to customers. 

Question: 

Compare with the traditional way of purchasing and this new barcode scanning purchasing in the long run. Which one do you prefer more? 

Plz feel free to talk and discuss about it :)

Learn from 'Failed in McDstories Campaign' - McDonald Case

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Learn from McDonald - McDstories & Meet The Farmers:

About McDstories Campaign:  

The promotional hashtag #McDstories, launched as part of a campaign for paid-for tweets to appear at the top of search results, spectacularly backfired as users used it to document their alleged horror stories of the Golden Arches(McDonald).

Opponents accused McDonalds of making customers vomit, serving pig meat from gestation crates and serving burgers containing a fingernail. 

More and more unsatisfied customers leave the negative comments below the campaign. McDonald turn off this campaign when they saw about 2,000 mostly negative comments in about two hours. 

In terms of that, McDonald's attempted good-natured social media campaigns which simply took an unexpected returns. After that McDonald's admitted that 'McDstories did not go as planned.'

In spite of why customers leave negative comments, as a marketer in the future we should learn something from this reputation crisis/failed campaign. 

Four things should Always do: 

1. Define the Crisis before you go into panic mode. Understand what this crisis to your company, and who needs to be involved to change this situation. 

2. Choose the right person or group of people to represent the company at hand to resonate with the audiences. CEO is not always a good choice to do the communication.

3. Understand what audiences want to hear from your company, understand your company from another aspect.

4. Acknowledge that you are not perfect: tell your audiences that you are willing to listen and do the improvement.

Four things should Never do:  

1. Be a slacker: Social media moves quickly, company have responsibility to get back to people and understand the issue through listening. 

2. Inflate the situation before you've figured it out: which means do the solution first before you figure out the reason, which meanwhile the issue might go expanded and penetrated. 

3. Learn from the crisis: a crisis can be an opportunity to set the record straight. Thus do the self-eduacating after the crisis.

4. Fail to recognise C.A.V.E. people: a Citizen Aginst Virtually Everything. Know that your company is not perfect to everyone. Do the plan appropriately and involve as much consideration as possible. 

Coca-Cola & Social Media

Social Media & Coca Cola

Just a brief introduction about Coca Cola:
- Coca Cola nowadays has 3,500 products over 200 countries.
- 94% of world's population recognized the Coca Cola brand.
- In business for 126 years with 56 consecutive years of increased profits.

From the information above, we can see the great success that Coca Cola generate nowadays.
The value that created by Coke is the most important thing for the company.
Here i am going to have a look at the history and trick of using social media for Coke Company.


1895-1920

Coca Cola has been print ads in Magazine and Newspaper since 1895.
Marilyn Monroe and Santa Clause has been used as the advertisement element for Coca Cola in early years.








1970- 1980:

Coke and Pepsi! It was one of the greatest marketing coups of all time. In the late 1970s and early 1980s, two companies started their 'war' and until now they are still the strongest competitor for each other. 
Here is the small trick that two companies played to generate more brand awareness and products sales. In my point of view, both companies must be  influenced positively during that time. 



1971:

 Coca-Cola start to extend their market to the whole world with the slogan: share world a coke. Which is the milestone for Coca-Cola company in global markets. (Related to the Multi-culture advertising campaign)




1992：

 
The brand's mascot the polar bear, first appeared in an ad in France in 1922.
Family as a value that Coca-Cola wants to diffuse at that time.


Nowadays:
Social Media that Coca-Cola used or using:

FaceBook

Customer Based Campaign 

Product Campaign

Movie

TV Shows

MultiCultural Advertisement

Music

Social media is impacting how people do business today. Social network usage is already at nearly 90% in key demographic groups- the opportunities is huge. In terms of online usage, Coca-Cola company has created a new office of digital communications and social media within its public affairs and communications department.

Twitter

Discussion: 

As we know, our expectation level of products will raise after we have been satisfied once. Thus, facing the unlimited needs and wants from customers! Will Social Media help Coca-Cola company to satisfy those needs? 

Thanks for reading~