Why Argos & eBay's distribution methods can work together in harmony

I have to say, as someone who is more-interested-than-most in the digital marketing space, eBay is one of the only brands I really pay attention to when it comes to their email marketing campaigns. They are often well-targeted, relevant and provide decent value. Hence I was pleasantly surprised to see this email in my inbox recently:

There was an existing partnership between Argos and eBay with many Argos product sold through eBay regularly. However, this extension of the way the channels work together is a great strategic move from both parties.

A few years ago, upon the spark of the digital age, which saw the likes of Woolworths, HMV and Habitat struggle- I was worried that Argos would simply be destined for the same fate. It was surely going to be out-priced, out-producted and out-branded by the likes of Amazon? However, by thinking and accepting that their existing distribution model wasn't going to be sustainable long-term, Argos have adapted their strategy which blurs the lines between the online world and bricks and mortar retailers.

I think the key to success in what Argos is doing is the fact they are so accessible, convenient and efficient. Their Click and Collect service was pioneering, their digital channels are fantastically-integrated with their retail channels and they partner with the best brands- often I don't even have to check if Argos stock something I just presume they will and I'm not often wrong. They also have great, local stores, you don't have to go in to a big town or city to find exactly what you are looking for.

However, this isn't just beneficial to Argos in terms of defining their brand as a digital, well-distributed service. eBay gain something they've never had before- a physical presence in the UK market. So many brands (especially those who are solely online) are realising the importance of an omni-channel experience and that 'human interaction' with the brand. By collaborating with Argos, eBay have a tangible setting in the form of hundreds of stores. 

eCommerce sold us the idea the home delivery is the way forward, however consumers are starting to realise that it is not as convenient as originally thought. Fear of leaving your house whilst waiting for a parcel or having to cart it home on the tube after having it delivered to work or worse, queuing in the post office depot on a Saturday morning- all build the case as to why click and collect has become a phenomenon! Amazon locker was a solution that had won over many consumers and now eBay is matching that with their own offering.... featuring humans!

Not only is this a great strategic move for the two brands, but this will ultimately provide a fantastic experience for the customer. They are able to drop whatever they've sold on eBay at a local Argos store (open late evenings and weekends), pay a rate for P&P which by far rivals the Post Office and provide a tracked and signed for parcel to the customer! 

In terms of change management, the organisational impact is minimal, the infrastructures for delivery and storage are already in place as Argos have been delivering their own products for years and as mentioned above, have the processes down to a T.

I look forward to hearing more about this exciting partnership!

Is NEXT still relevant?

Since moving to Swindon in late-October, I can bet my friends and family would describe me as going a bit 'furniture mad'. I've been scouring every furniture site, warehouse, store for not only the best deals, but my perfect piece of furniture.

I used to sell sofas in NEXT during my first couple of years at university and lust over the beautiful sofas and perfectly matching furniture sets that were bang on-trend. Every colour, pattern, handle or design was so carefully thought out and I used to spend every 4-8pm shift on a Friday planning out my dream lounge or bedroom.

Finally, I have that dream flat! Furniture shopping has become my addiction and therefore I have spent a lot of time in NEXT stores searching for the perfect piece. However, after finding some great pieces, I never ended up actually going through with any of the purchases. I found almost all of NEXT's furniture products cheaper online. There were almost identical items for over half the price- I was not prepared to pay double for a brand name that I wouldn't have even been proud of owning.

One may argue, that although NEXT do not compete on price, they have a range of added-value benefits including fantastic distribution networks (you can click & collect before midnight the day before), great customer service (I remember giving someone a refund on a rug they bought 2 years before) and convenient locations (drive up, pick up). I agree these are fantastic benefits which the customer can see the real value in and perhaps why they can still act as a semi-premium retailer. However, I don't know if customers are really willing to pay double the price.

Not premium or value

There's no argument- NEXT's quality in terms of manufacturing and materials is unmatchable to other retailers on their scale. For such a huge retailer, their products do have that 'personal', do I dare say 'home-made' feel to them. It is evident that they beat the likes of The Range or IKEA when it comes to intricate and careful designs, however NEXT are not on a par with ultra-quality stores such as John Lewis or House of Fraser who have less stores, yet serve more carefully selected items from well-known, luxury brands.

I feel as though constantly acting as the 'middle' guy can be a win in some cases, NEXT for me is for the families who want to tap in to the luxury lifestyles, but aren't quite at the bespoke or tailored levels. However, not really defining your market could also be a real hindrance for NEXT as they are a reachable brand for most, yet I'm not sure how many of us would consider them as a treat if there is no real perceived product satisfaction, i.e. I was just as happy buying my mirrored dressing table from a never-heard-of online retalier than I would have been from NEXT, however had it been John Lewis I might have thought differently.

Discontinuing ranges

Another factor that deterred me from investing in furniture from NEXT, especially having had worked there, was there continual range refreshes. I know how fast paced their ranges are, not just furniture but clothing and accessories too. As I wanted to buy a couple of pieces at a time, I was relunctant to buy from NEXT for fear that the same range may have been discontinued the next month. Online, there is less of a fear due to the level of stock they can actually carry, due to the fact most of the businesses are literally- a warehouse and an office.

Price Promotions

NEXT don't ever do short-term reductions on their products. Other than 'buy two products, get £20 off each' which, as I said earlier, I was not in a position to do. I am a sucker for a reduction, no matter how small and if I see an item with 20% off it is usually the final push for me to click 'buy'. I know I am totally falling for marketing all of the time!

The infamous sale

Finally, one of the reasons I believe NEXT are irrelevant to me, as a consumer, is the fact I know that all of their products will be half price in 4 or 5 months time. It's the classic story of £100 on Christmas Eve, £10 on Boxing Day. I know this can happen with every retailer, but the face that NEXT places so much emphasis on their sales makes me think "Do I really want this enough to warrant not waiting for the sale? The answer is usually no.


I've placed the context of this blog post entirely on NEXT's furniture offering, however I believe it also applies to their clothing too. I am lacking a clear viewpoint of what they can offer me in exchange for hiked-up prices, a lack of confidence in the brand and a determination to get a better deal.

Will the Volkswagen brand ever recover?

I just turned to my father and said "Dad, I'm writing a blog post on VW and whether the brand can recover, what do you think?". My Dad is a loyal VW fan and has driven their cars for years and replied "I hope so, because it's a great brand". The company have created a hugely loyal customer base and have fastly become one of the biggest and most successful car brands in the world holding the largest market share in Europe. We are talking one of the biggest brands in the world here. I myself have a SEAT, one of the VW group brands and have always felt proud in the fact I am driving one of the most reliable, best quality car brands in the world (especially in comparison to my old Renault!).

A few days ago, the world was shocked to hear, a brand they had regarded as ethical, high quality and strong- had been involved in cheating diesel emissions test. I think the fact that the brand was previously seen as producing such reliable products, shocked and outraged the public more. Their stock price has tumbled and they have had to recall millions of vehicles, costing them extensively.

However, aside from the cost implications, the brand reputation has suffered immensely and will potentially continue to suffer now Audi's cars have been announced as part of the scandal. The question is, will they ever recover from this scandal?

People bought the cars in question based on the promise they had low emissions and in lying about this, VW have not only broken their customers trust, but the law! It is not a typical crisis in the fact this was a deliberate defiance, not an accident as we saw in the BP oil spill or a lack of due diligence within standardisation checks such as the Tesco horse meat scandal- no, this was knowingly and deliberately done by certain VW employees.

Volkswagen's CEO has resigned despite claiming to know nothing of the cheat, the company have also pledged over 6 billion euros in restoring consumer's trust and correcting any wrongdoing. They have also pulled any new marketing campaigns- yet this is a small step in restoring not only brand equity, but stop the company from going under as a whole.

It will be an interesting watch to see how and if the brand recover and what steps they take in a case which is not a typical crisis management.

Gamechangers and Rockstar games' resentment towards the BBC

The BBC docu-drama 'Gamechangers' has been receiving countless negative reviews and has created substantial PR around the Rockstar Games brand and the infamous video game 'Grand Theft Auto'. The film is "based on true events" surrounding the story of Devin Moore who killed three police officers, who some believe was due to him continually playing the violent video game.

It's well-worth a watch despite the reviews, I was intrigued to learn about the brand and the story as a whole, especially as it is partly-factual. Grand Theft Auto (GTA) is the best-selling entertainment product ever made and has caused controversy in the past for its violent and graphic nature. The creators- Rockstar Games are a British company who have received multiple awards for their gaming creativity and continue to sell millions of copies upon every release- despite the heightened press coverage surrounding the violent nature of the games. Their is a huge debate within the media as to whether violent video games lead their players to conduct violent acts and this is a key topic explored in the docu-drama.

Rockstar Games filed a lawsuit against the BBC as they felt the film did not show the brand nor the events that took place in a true light. Of course, Rockstar games would be against a film which a) painted them in a negative light and b) a piece of PR which they had no sort of say or control over.

The company reacted strongly to the film once it had ended, publishing this tweet:

@BBC Was Basil Brush busy? What exactly is this random, made up bollocks?

— Rockstar Games (@RockstarGames) September 15, 2015

At first, you would have thought this might be a potential PR crisis for the brand, but in fact, judging by twitter, TV reviews, blog posts and news articles- consumers seem to be siding with Rockstar Games over the BBC:

The gaming industry as a whole is very protective over its makers and they gain a lot of respect by their fans. GTA is also one of Britain's most successful exports and therefore people are very protective over it, especially those who enjoy playing it. Ultimately, if anything, this has painted the BBC in a negative light.

It is interesting to see how something which may be a potential crisis for a brand, can actually leave their customers feeling closer and more positively towards it. Docu-dramas/ documentaries about brands and companies do not usually provide this result- as is the case with Blackfish, the documentary on Sea World which has lead to their profits downfalling ever since. Consumers' morals are so important within marketing and can often erase any sort of positive associations one has with a brand, Sea World was once so loved and had really strong, positive brand associations surrounding family, love, protection and care for animals and what Blackfish has done is detrimental to all of the above. 

However, GTA lovers seem to disagree with what has been presented to them in terms of a moral argument. Perhaps their needs to be further evidence or, sadly, another disaster which can be linked to playing the games, until consumers will react negatively towards them. 

The Sony Experience in Tokyo

I recently got back from a trip to Asia, including a week in Tokyo. Whilst I was there I saw a crazy amount of fascinating things, but one thing that really caught my eye was the way that Japanese people absolutely love brands. I believe over there they have even more emotional connection to brands than we do- however for completely different reasons. For example, they love designer clothes such as Gucci, Prada etc. but not to show status or wealth such as the Western world, but to indicate quality investment and good money management. I also noticed that despite an influence from the Western world- particularly the U.S., Japanese people love Japanese heritage and culture.

One particular brand which is celebrated and appreciated in Japan, one of, if not the most famous brand to come out of Japan- SONY. I was lucky enough to have the chance to visit the SONY experience centre in Ginza, Tokyo- the technology area of the city where the latest innovations are showcased. The SONY building is technically a 'showroom', but it was so different from any showroom I've ever visited before.

SONY have actually been able to create a free, fun and interesting tourist attraction which hundreds of people flock to see and experience. As everything was in Japanese (of course), I had no idea what I was about to experience before I stepped through the doors!

The whole centre was a showcase of the latest SONY products and effectively was a shop, but with a high focus on experience, understanding and a 'try before you buy' attitude. On the bottom floor was a huge aquarium, which I believe acts as a 'hook' to get customers through the door, but each fish tank was filled with beautiful fish and lined with dozens of SONY cameras which could be demoed whilst you tried to take photos of the sea of colours you could see before you.

Me and my cousin Mya in the SONY building aquarium, in a whale shark's jaw!

Camera demos within the SONY aquarium

Then as you went up the various floors within the centre, each floor was dedicated to a 'sense' or in other words a SONY product range, phones, tablets, laptops, speakers, TVs etc.

One of my masterpieces taken with a SONY camera

Each floor was totally interactive and didn't focus on salesy messages or price promotions, just purely letting the products speak for themselves and letting customers experience the SONY brand wholeheartedly- even the lifts were the height of technology (although being absolutely rammed full of Japanese tourists)

A floral display with ultra HD lenses to use

The centre also featured a customer service/ advice centre and lots of staff on hand to help. My favourite floor was the top floor which brought most of the products together to create an absolutely beautiful film, shot on a small island off the coast of Japan, featuring their beautiful marine life and mainly- the whale shark. This not only was shown on their enormous SONY TV, but had music blasting from their speakers, was shot on their underwater camera and used various filming equipment that was all available to buy. This really demonstrated how powerful the products were and what they were capable of. Throughout the film, the camera equipment used in each section popped up at the bottom.

For gadget lovers, the SONY centre is an absolute must, but even for little old-me, it was still worth a visit (not only because my marketing geek sensor was at an all time high) but also just to learn more about the brand, their commitment to innovation in technology and it was fun! There is even a SONY museum, restaurants and souvenir shops- they have really gone out to make this more than just a 'department' store.

Why is this such a great example of a fantastic retail experience?

Of course, this is an extreme example and it would be impossible to turn every retail store in to the phenomenon of the SONY building, but there are lots retailers can learn from SONY.

1. People like to see, hear, touch, smell, taste things

Interaction with products and brands creates an emotional attachment between a person and a brand, by effectively 'playing' with products, we imagine owning them and can remember them much more at points of purchase than seeing a TV advert or a review in a magazine. 

2. A prestigious brand means people will actually want to learn more about you

We all know the SONY brand, the SONY centre is not there to create brand awareness or as a status symbol in the Ginza district. It doesn't need to be, people will actually go to the area just to visit the centre. We've been brought up with SONY products, they are universally considered as valued possessions, back to the walkman and the more recent Xperia products. They create awe-inspiring products which make customers inquisitive about the technology behind them a.k.a. an opportunity for a sales experience. Create a prestigious brand and you can experiment with what you do to explain it.

3. Create loyal customers and you can start to create 'fandom's'

To SONY building was an absolutely technology geek haven- for SONY fans there is nothing better! The fact they have a brand following is any marketers dream! Brand ambassadors are worth much more to any brand than lots of marketing activities!

4. Bring your brand to life

Ultimately, a brand should have a personality and by experiencing this first hand through the SONY building, customers can understand this concept much more clearly.

The amazing role that brand and product heritage can play in marketing

I recently worked for a gin brand at a festival where I was demonstrating and sampling different flavours of gin and explaining the concepts behind them to consumers. One of the style of gins was called 'Old Tom' and the story behind it was that in the Victorian times when gin was made in peoples homes, because of the production methods- it had a foul taste and contained a lot of nasty ingredients, hence a substantial amount of sugar was added which nowadays has lead to the style of gin being much sweeter. This little historical story was really memorable and made the product seem a lot more interesting and from my perspective was a lot easier to sell as I had a little story to sell it with.

Brand heritage is nothing new, from the likes of Kellog's Cornflakes to Vimto Squash, the roles that heritage and history have to play in delivering a likeable brand are invaluable. Long-established brands have a place in consumers' hearts and can in fact help a brand to ensure longevity and relevance.

From a creative perspective, brands who use their heritage to tell stories or communicate their values often succeed. It can really set a brand apart from its consumers, as is the case with these impressive brands:

Baxter of California

This American men's skin care brand produced this beautifully shot ad and their whole brand is built on this rich heritage and they are very true to their roots. Their tagline is 'Grooming generations of gentlemen' and Baxter Finley's story makes the consumer feel as though they are buying in to a person rather than a corporation.  The video really captures the values of the brand and by playing on their years of heritage- Baxters can claim to know a fair bit about skincare. This will also allow Baxter to charge a premium price for their products, make them appear to be more reputable and the brand legacy gives consumers this character to buy in to and appreciate- and also be entertained and driven towards. The fact that Baxters were one of the first brands that got men grooming makes them instantly likeable and still, if you look at their products, they are simple and traditional. This means their entire brand is coherant and consistent. They aren't trying to be the Gilette of innovation or the Clinique of clinical products, but that's OK- you can't be all things to all people- and Baxters stick to what they know which is why they are so successful. They are also choosey about their stockists, sites such as Mr Porter- the male version of net-a-porter, an ultra stylish and premium site, means the brand is never undermined or cheapened by its distribution channels.  Overall- a really classy brand, displaying its brand heritage and playing on the originality of the brand.

Caterpillar

Caterpillar is the world's leading construction equipment manufacturer, fun fact- I was due to go to an interview for their marketing department after my interview at IBM, but turned it down after I got my job offer! This video is a bit long and super cheesy- but it really captures how the brand was started and how it has evolved.  Again, storytelling is key here and the fact Cat helped to build the hoover dam and the golden gate bridge are obviously claims which not many companies can match and the brand would be foolish to not play on this within their marketing activity. They also highlight heartwarming anecdotes like helping to rebuild the U.S. after the world wars and still continue to rebuild societies after natural distasters to this day. This is a really great example of how brands can continue to install faith in their consumers and reflect on heritage in a positive way. Due to the nature of the industry in which Caterpillar operates, of course they must be innovate and evolve to stay relevant and use technology to serve customers. However, it is clever how Cat have used their heritage as their underlying principles and to deliver the same high quality products years on. The yellow trademark vehicles are iconic and Caterpillar should continue to use their extensive heritage within their marketing activity- what a priceless asset.

Nike

This one needs no introduction, the most valuable sports brand in the world. Their brand heritage is firmly embedded in their corporate culture and employees are given extensive training on the history of Nike and what it stands for. This then translates in to what they communicate to consumers- what their foundation was and why they exist, which lead to their longstanding commitment to athlete's performance. Even their offices are designed around their heritage so it is engraved in the corporate culture from the beginning. Despite Nike's controversial setbacks, they still reign as number one over adidas, and one could argue it is their global relevance which gives them this advantage. 'Just Do It' is an absolute success story- no one can argue that the slogan doesn't belong to the iconic brand and it is the memorability of the brand based on its commitment to its heritage which makes consumers continually flock to buy the products. Of course, with sponsorships and TV adverts coming out of their ears, Nike's marketing budget means the brand always stays relevant, but I believe their strong heritage could help them in times of brand crisis- a problem they seem to frequently encounter. Steph

Pick of the ads- July 2015!

Thought I'd return with one of my favourite blog posts to write- my pick of the newest adverts on TV!

Southern Comfort- 'Tan your lemonade'

This is so silly that I actually love it! The Southern Comfort brand show their cheeky side and the ad is just a fine example of creativity in my opinion! Everything just works, the music, the actors and the brand message. The ad reflects pushing boundaries and accepting yourself and fits in to a number of Southern Comfort ads within the same campaign. The Southern Comfort brand is really struggling so it will be interesting to see if their repositioning away from 'Californian drink' to fun and cheeky brand pays off. L'Oreal 'The Waterproof Experience'
Not going to lie- I think this ad is a bit crap. There's a lot of emotional build up without transferring this on to the audience. The ads creative is very fitting with ad trends of real life/ PR stunts being filmed- typical of Dove etc. but without any beautiful filmography, or without getting to know the characters in the story, as other brands have done well. Yes, it gets the functional benefit of the product across just fine, but you'd have been better tipping buckets of water over the women's heads to prove that point! This is supposed to be 'product testing' but I'd say being waterproof is a fairly standard trait held by most waterproof mascaras...wouldn't you? FIAT 'Parking Billboard' Now this is the way to get across your product benefits whilst being creative! Fiat have done an awesome PR stunt here and they've really shown their technology capability- an impressive thing through advertising, whilst keeping it entertaining. Everyone finds parking stressful and this is a great function that Fiat really should be pushing! However, it doesn't really demonstrate the car or showcase it much. Would be interesting to see how well showing the car/ not showing it works in automobile advertising as there tends to be a 50/50 split in car advertising as I've seen. One thing I did pick up on though, despite the idea being really strong- not sure how well I like the stereotypes of the bunny girl being 'sexy' and the young black guy being 'cool' and not sure how well this will go down with a varied audience too. Although, their target audience may be less receptive.  Dove 'Love Life in Full Colour'

And they've done it again! I'm a huge fan of Dove's advertising already- however it was really nice to see a British version of the type of ads! I think it's a really nice idea and adds an element of corporate social responsibility without spending a huge budget or making a really outlandish statement or move. It's simple but really, really effective and will put a smile on the face of any lady who watches it! 
Now I know I have always said how much I love the Dove ads and how much they make me respect Dove as a brand, but I'm not sure how many products these types of ads actually help them to sell. At the end of the day that should be key to any marketing campaign. Yet, potentially Dove are a big enough brand that their products are so heavily integrated in the public domain, they don't actually need to push them to the target audience and can instead focus on painting their brand in a positive light, which they ultimately succeed at.
All in all, a lovely advert and nice to see real women associated with a beauty brand for a change!

Stephanie

Bargain Booze's reaction to the overwhelming surge of discount supermarkets

I'm not sure if I've ever noticed any adverts for Bargain Booze before, certainly none that have made me chuckle as I left the M4 and drove past one of their outdoor adverts on the side of a phone box. However, I thought these adverts were absolutely great and really made me like the brand, especially as the brand had been so far back in my recall.

Aldi's comparison adverts were widely successful and showed their own brands against competitors for a hugely discounted price. However, Bargain Booze does exactly the opposite! They have ALDI's unheard-of alcohol brands against hugely well-known brands Calsberg and Smirnoff quoting the exact same prices! It's almost like 'Brands Fight Back'! 

I love the ballsy headline 'Aldi Shmaldi', it's so captivating and certainly caught my attention! I only since noticed the Who? and I think it's a great joke and no doubt Carling and Smirnoff are benefiting from these adverts too!

Bargain Booze have insisted they are not trying to knock ALDI nor imitate what they do- after all ALDI are brand less yet as you can see Bargain Booze's slogan 'For People Who Like Bargains and Brands' which suggests they are putting the public's faith back in to branded products and conveying their quality! Which is what all we marketers like to hear!

Bargain Booze have begun a print and outdoor campaign with the social media campaign launching in the next few weeks and I wish the best of luck to them as it's a great idea- one from a totally unexpected brand too! Good luck taking on the Germans!!

Steph

Did Alton Towers use crisis management successfully?

We've all heard about the devastating crash on the 2nd June in which an Alton Towers rollercoaster crashed, causing 4 people to be seriously injured, with one even having to have her legs amputated. There has been incalculable media coverage and the Merlin brand is in absolute tatters. This of course is a crisis that not many brands ever have to deal with, however can Alton Towers ever recover from this tragedy and operate as the brand they used to be?

I think, from a branding perspective, due to what the Alton Towers brand used to stand for- fun, happiness, family-friendly and exhilarating. It is going to be phenomenally difficult for Alton Towers to ever build this image back in people's minds due to the instant association to the crash that the brand will acquire.

However, it's not as though we haven't seen brands cause tragedies previously and recover their brand successfully and with the right crisis management strategy in place- it can be done.

Quick reaction

Public relations absolutely is the key to any brand reform or crisis and other brands like Tesco and BP have made huge errors in the past by not reacting publicly to situations soon enough. However, Alton Towers were very efficient in releasing statements and keeping the public informed.

The park updated their Facebook and Twitter pages soon after the event and gave information and messages consistent with those they gave to the press, this meant messages across all channels were clear and not conflicting one another. They were quick with announcing that the park would be closed and then being open and honest about their investigations in to the accident etc.

Senior executives at the heart of the issues

Nick Varney, CEO of Merlin, headed to Alton Towers soon after the event and gave live television interviews and was at the heart of any decisions being made. This demonstrated the severity of the incident and how serious Alton Towers were taking it. He was able to give accurate and well prepared statements and take hold of the situation.

He also demonstrated his compassion, understanding and concern for those involved as well as outlining the immediate steps the business was taking which made him come across a lot more positive.

Accepting fault

In crisis management, accepting responsibility can make the difference between gaining the publics' trust and losing it. Alton Towers never tried to shift the blame or deny wrongdoing, which is where many brands have gone wrong when dealing with crises in the past (e.g. Thomas Cook).

Alton Towers must now reassure the public of their commitment to safety and work to improve on whatever they find to be the fault of their mistakes that clearly caused this disaster. I would also work to consider taking legal action/ investigation to the designers/ engineers of the ride.



All in all, I believe that Alton Towers initial management of the crisis was good and they built the foundations to restore their brand image, regain customer trust and convey their safety and integrity. However, the Merlin share price is dramatically low and therefore they must continue to work hard to make sure they stay on track.

Steph

There's no bed like home- IKEA's new campaign

Storytelling marketing is literally everywhere and with so many brands trying to compete for customers' attention on the ridiculously long videos they produce- say goodbye to the short and snappy ads of the past.

IKEA have released their new 'There's no bed like home' campaign which features a sentimental story about a husband who works away in the Arctic and has a pregnant wife at home who misses him dearly. You can watch it below:


Don't get me wrong I think it's a lovely video, but for me it lacks a bit of substance and the same emotion runs throughout the whole four minutes. Even at the end when the couple are reunited, I didn't feel happy or relieved or any type of emotion really. I think a lot of brands are trying to create these heart wrenching adverts and I'm afraid to say there are a lot better that IKEA's attempt.
The ad is a spin off to their wider campaign- but to me it really doesn't feel IKEA. The IKEA brand is friendly, budget, accessible to all and down-to-earth. This ad seems a little pretentious, dull and lacks energy and enthusiasm. I really do not believe it fits in with their brand image and I'm not even sure really how it fits in with what they are trying to sell. The idea of his uncomfortable beds and then coming home to his own bed is fair enough- but I'm not sure how it appeals to the majority of the population who sleep in their own beds every night any way. 
I'd love to know your thoughts on the ad- tweet me with your opinions on IKEA's latest ad.
Steph @stefclarkx

How to get a first class degree!

So as I have been working hard all year to finish my degree- I am delighted to say my hard work has paid off as I have achieved a first class in all of my third year modules and therefore will be graduating with a First Class Honours Degree in Marketing!

If you're just starting university or even if you are in your first or second year- here are my few top tips on how I think you can do well at university- these things are truly why I think I did well.

How to do well at university

1. Make the right friends

At first, on your course you might think it's a good idea to make friends with the people who go out partying a lot or the guy you see in your favourite club week in week out. But when it comes to it- surrounding yourself with people who also do really well and want to achieve the best results, will also encourage you to do the same. Not only can you share tips, revise together and compare answers- you can also introduce a little bit of healthy competition and encourage each other. 

In addition, these people are much more likely to attend lectures- hence you will have friends to sit with and you will be much more likely to go too!

2. Make friends with the lecturers

Sounds a bit cringey- but this literally is one of the most important tips. I was even told by a lecturer that they bend the rules for students they like and know well. Just be nice to them and they will be nice back. I even managed to convince a lecturer to help me in the evening over Easter break once, sometimes they might say they have no time to see students but if they like you- they will make time. Getting extra tips, help clarifying things and sometimes having them check your work is the thing that can really push your grades up!

3. Don't leave things until the last minute

I know its easier said than done but start your assignments as soon as you get them! In third year this is a little bit more difficult as you have so much to balance- but even planning out a schedule for when you are going to do things and setting your own deadlines helps. Sometimes I didn't factor in that I would have thousands of words to delete from the word count and ended up spending a week doing that- which ate in to the allocated time for the next assignment! Planning is fundamental and unfortunately I had to work a job at the same time which meant for me it was even more critical- however if you can start early and do a couple of hours an evening over a few months, you will be a million times less stressed.

4. Reading and research are your best friends

I have never read a journal article page-to-page. I find them ridiculously boring and hard to read- however, knowing how to skim read them will really help you write assignments. The literature review and findings chapters are all you really need to focus on. Use cited authors to find more papers and then your research will snowball. You don't have to read a whole textbook- half of it won't come up in the exam anyway- but use the index pages to find relevant topics and usually I would make a point before I found a reference- it makes you more determined to find the reference!

Read around a topic- especially for your dissertation and know the key theorists and their ideas and points, then work from there. Before you start an assignment, I would say you need to allot around 2-3 days just to reading so that you don't have to keep starting and stopping to do more research once you are in the flow of writing.

5. Find what works for you

Personally, I hated working in the library and although all my friends were always working in there, I found it distracting and I would get really bored. I knew that I could only manage 3-5 hours a day of solid work and that I needed lots of breaks (and even naps!!). However, staying at home and working meant I got lots done even and I was much more relaxed.

Don't just follow your friends and what they're doing- we all work differently.

6. Attend MOST of your lectures

I know everyone says this but seriously- I didn't miss one lecture or tutorial in second year and in third year I only missed a couple to go to job interviews/ one particular seminar which was totally pointless.... but even if you think the content or structure is a bit pointless, it will give you chance to network with the tutors and the quieter the seminar, the more they will remember you and be more likely to answer any questions you have or help you with your assignments. It will also give you chance to chat through ideas with your course mates.

I also found that a lot of tutors gave coursework help in the tutorials- tips which helped me in my coursework and that people who didn't attend couldn't benefit from. I know it's tough to get up early/ not go out the night before- but try and attend as much as you can!

7. DO internships

Luckily, with my course I was able to complete a placement year, which I truly believe was the main reason for me getting a first- it helped me grow up a lot and helped me put my degree in perspective. Even if you don't have the option to take a whole year in industry- summer internships/ part-time work can help. I even based my dissertation AND a piece of branding coursework on two internships I did, which made it a million times easier to write about as I drew on my own experiences- it also cut my research times down considerably!

8. Keep an eye on the industry

The more you read, research and take an interest in the industry- the more relevant your learning will seem and the more you can draw on in your work a.k.a extra marks... For example, whilst I was studying political marketing I would try and keep an eye on what was going on in the political world and then draw upon it in class. If you take an active interest in your chosen industry- you can apply theoretical knowledge to it far more easily.

9. Have a life outside university

Sometimes you just need to take a few hours or even a day off university work. Having an escape or two can be really beneficial. For me, luckily I had quite a demanding job which I loved, which allowed me to put effort and time into it. But a hobby, friends outside of uni or a part-time job can help to clear your head too.

10. Be motivated

At the end of the day, unless you go in to it with a burning desire, complete motivation and determination- you aren't going to achieve a first class. I found a lot of the people who had breezed through GCSEs or A-Levels with As or A*s thought they could take a step back and not try hard- just at they did at school. But you really do need to work hard to get a first- it isn't an easy ride and you need to be 100% committed!!

A First Class in an awesome achievement and one which everyone can achieve- it is much more about the mindset and hard work rather than intelligence or knowledge. I really believe I turned things around from my A-Levels which I didn't do so well in, so now a 1st from UWE really is better than a 2:2 from Bristol!!!

Steph

@stefclarkx

Groupon's EPIC social media usage

This is going to be a ridiculously quick one as I am absolutely drowning in revision for my Marketing Services exam on Wednesday...however after a little lot of procrastination, I came across this absolutely brilliant use of social media from Groupon, and I couldn't not share it!

Have a read through this post on Groupon's Facebook page- and their fantastic responses to comments!

Groupon had posted the product on social networks previously and had received endless comments regarding the products similarity to something else... and Groupon decided to act on these responses in the best way possible- by embracing them!
The comments went viral and in turn gave Groupon fantastic PR and showed a lighter side to the brand. This reminds me slightly of the Penguin's #YourMum campaign I posted last month, however I believe Groupon did a much better job of embracing comments which were designed to 'take the piss' in a tactful, funny and witty manner.
Apparently, Groupon assigned three social media employees out of five to respond to comments on the Banana Bunker thread- real commitment!! The posts brought the spotlight to Groupon's page and they sold all of the Banana Bunkers before the post started being shared online! What a great way to sell inventories without doing a boring sales promotion!

When marketers think outside the box, react to trends (especially online), interact with consumers and deliver humour specific to their own product- it clearly pays off! Whether than be with short-term, fast sales or when building long-term relationships!

More posts once my exams are done!

Wish me luck,

Stephanie

Protein World's Controversy and Positive Body Image Advertising

'Sex sells' and objectified women is nothing new in advertising- and as a young marketer and a self-proclaimed feminist I am constantly viewing how gender stereotypes affect advertising and the way brands place a certain expectation on how people should behave based on their gender. However I have to say this type of advert doesn't just affect women, I've seen numerous protein shake-type companies flogging their products based on false-idealisms of the perfect man i.e. big muscles, abs etc. and it is really something I feel passionate about that marketers should look at ethically.

Protein World's London Underground adverts have been causing controversy and topical debate across the internet this month. If you haven't seen them here's their 'Beach Body' advert:

There was a huge backlash from angry tweeters and the ads were vandalised:

We love London. Fuck patriarchy. pic.twitter.com/bDeET7pzdO
— The Vagenda Team (@VagendaMagazine) April 22, 2015

A petition was started to remove the ads and the ASA received hundreds of complaints. All in all though, the backlash has caused an awesome body positivity message spreaded on the back of putting the Protein World brand in a bad light...

I am SO for the #eachbodysready hashtag!!! <3 http://t.co/RcL72FzAt7 pic.twitter.com/U2HLRjR2zm
— Tara Costello (@Catstello) April 23, 2015

Making people feel bad about their own bodies is not the way to sell products, despite the fact it may have done so 40 years ago, brands have moved on to empowering women, making them feel good about themselves and being accepting. I feel as though the Protein World is so archaic, not adapted to 21st century advertising nor does it consider the affect it may have on the public and the message they are portraying. The media has been shamed for putting unrealistic expectations in the minds of women and men with regard to body image and perceptions, so why hasn't Protein World learnt from other's mistakes? 

If you know me or my tastes in advertising you'll know I often speak about how much I love Dove as an advertiser- their positive body image portraying both women and men gives them such a great brand image and ultimately sell great products! I was so happy to see this piece of newsjacking advertising from Dove:

Nice topical ad RT: @DoveUK Yes, @ProteinWorld. We are #BeachBodyReady. #CampaignForRealBeauty pic.twitter.com/PcXczqnP9v
— Matt Weatherall (@MTWTHRL) April 16, 2015

Hijacking the negative PR which Protein World were receiving was an amazing opportunity for Dove to reinforce their brand values and show themselves completely opposing Protein World's messages. It also helped align Dove with campaigners on social media and showed the brand's support for what they were trying to achieve.

You'd think after receiving such heavy negative publicity and tweets like these:

No I am fucking well not and I don't think milk powder will help. Poisonous advert from @ProteinWorld pic.twitter.com/WRBIZOU8Su
— Alex Martin (@AlexFGMartin) April 15, 2015

'Protein World' posting massive adverts about being 'beach body ready' whilst promoting skipping meals. Wow.
— Rach Warrenger (@RachWarrenger) April 12, 2015

@ProteinWorld I think your tube advert is really irresponsible. You can see the girls ribs!! Is that what is meant by beach body ready?!!!
— Jo Marshall (@jomarshall2) April 15, 2015

This advert pretty much sums up everything that I despise about how we treat and value women's bodies. pic.twitter.com/PBZNyn8qop
— Hannah Atkinson (@hatkinson_) April 12, 2015

To be #beachbodyready you have to be slim? F*CK OFF! I dont care about your size, you wana wear a bikini then do it pic.twitter.com/vieVVQIKhv
— Tony Mitsinga (@TonyMitsinga) April 16, 2015

You'd think the first thing they'd do would be to employ a fantastic PR firm and do some serious crisis management right?

Wrong. 

They handled their social media reaction terribly.

Protein World deleted negative comments from their Facebook page, send horrible automated responses like these:

@ceciliadom Don't worry! Lose 2-4lbs per week- http://t.co/NKkl81UOsZ
— Protein World (@ProteinWorld) April 16, 2015

@rabbitinahat It's not too late to get your beach body! Lose 2-4lbs per week with our Weight Loss Collection :-)
— Protein World (@ProteinWorld) April 16, 2015

When they finally decided to respond to criticisms, their responses were rude, inappropriate and all in all made the situation much worse!

This one is significantly disgusting and displays a need to have clear brand guidelines and values to stick by in ALL forms of communication.

Jesus @ProteinWorld, do you want that hole to be any deeper? (via @willpscott) pic.twitter.com/hvzYQ9s7gl
— Laurence Hebberd (@LaurenceHebberd) April 24, 2015

This tweet was made by the company CEO who then started blocking all negative tweeters.

@daniellenewnham @JulietteBurton @ProteinWorld it sounds like Juliette had a lot of issues well before she saw the PW ad
— Arjun Seth (@arjun_seth) April 24, 2015

Both @ProteinWorld and their CEO @arjun_seth have blocked me. Bravo! pic.twitter.com/MvWrk4Majx
— Jack Ashman (@Jack_Ashman) April 18, 2015

Fighting fire with fire is never a good idea- and actually makes the company look guilty- despite no signs of any admittance of such, nor an apology. The brand were retweeting any tweets which shunned campaigners...then the CEO posted this tweet:

And I can't even comment on how greedy, selfish, ignorant and lack of customer focus this brand/ spokesperson is displaying.

And that ladies and gentleman is how not to run an advertising campaign.

However, with the continual push from brands and the media to gain their perception of the 'perfect body', it's unfortunate that people will still buy these crappy products!

Let me know your thoughts over on my twitter account @stefclarkx I would absolutely love to hear your opinions!

Stephy 

My Pick of the Ads!

I have been totally inspired by some amazing adverts this week, some totally beautiful, some interesting, some shocking and some a little bit weird! Here are a few of my favourites at the moment:

AARP

This beautiful ad captures the irreplaceable relationship between Mother and Daughter in a simplistic, yet heartwarming way. The ad is aimed at carers in the U.S. and offers them support, whilst directing them to visit their site at the end of the ad. Although the brand have a specific target audience in mind- this ad appeals to everyone and really made me think about all your mother does for you and eventually that you will have to return the favour. It isn't a flashy ad, nor does it reflect a large budget or sell benefits to a consumer. It just shows appreciation for what must be a really tough role and makes the carer feel appreciated, supported and ultimately admired- it's a beautiful piece of work.
Warburtons How could I not choose this ad! As a Northerner- I couldn't help but feel a sense of nostalgia seeing Sylvester Stallone running through Bolton! This is totally out of Warburtons' comfort zone but I really think the risk has paid off as this ad puts the Warburtons brand in the spotlight and adds a bit of glamour! This ad was first shown in the Britain's Got Talent ad break and I really think it is a family-friendly ad that appeals to all families- it's brill! The concept of 'freshness' of the bread is communicated well and they could have done this in a really boring, samey bread selling way- but they thought outside the box and I like it! Kingsmill has been delisted from Tesco which is a real shame- although this Kingsmill ad couldn't have been placed at a better time considering their peak on-top of their main competitor! Good, strategic move- even if by coincidence!
Hyundai Phenomenal advert from Hyundai, shot beautifully and a jaw-dropping, heartwarming story without being too cheesy/ looking like they were trying to make everyone shed a tear as to sell their products... which I have to say a lot of brands do nowadays! But I really believe this demonstrates Hyundai's capability for innovation. No doubt they will have received a phenomenal amount of PR for this campaign. The ad really can appeal to a diverse audience- who isn't fascinated by space?! I know it's a lot more people than those fascinated by cars! Of course this ad will have had a HUGE budget- which makes me consider what the ROI was. So much for beauty and awe... but will it really help them to sell cars? I'm not sure. However, it was a great watch! Smart Car
Again, simplicity is key here. A little bit of humour mixed with a rational appeal is a great combination and I think Smart have nailed that balance here. The direct stab at competitors is interesting, it's lighthearted yet conveys Smart's key benefit or 'point-of-difference' through a central message. Smart aren't competing on beauty or innovation or technology- just size- and that's all they try to be. They know exactly who they are and what there brand is and I think that works so well in this ad! And my not so favourite....
Victoria's Secret Tacky, boring, awkward to watch, cringey and that hashtag!

Thanks for reading!
Stephanie

My experience at IDM Summer School Assessment Day 2015!

Back in November, I was lucky enough to go to a talk at UWE by the Chartered Institute of Marketing (CIM) and the Institute of Direct and Digital Marketing (IDM) about a career in marketing and agency-side focus, which I personally lack experience in and therefore found really rewarding and interesting. I was able to network with a couple of the speakers afterwards and was told about the IDM Summer School- an opportunity for graduates to spend 5 days immersed in the industry with the IDM in London and work to create live briefs for real clients and meet top agency contacts- what could be a better opportunity! I was dying to apply and wrote up my application almost immediately! The application was a long document summarising not only work experience but also university studies. I also had to write a brand review of a campaign I really liked which provoked a direct response- easy! I wrote about Kraken rum, a campaign I actually worked on myself and therefore knew inside out and really loved!

I submitted my application in December and didn't hear anything back until March! Such a long wait but I was so happy to be invited to attend an Assessment Day in London! I wasn't told much around what to expect apart from to prepare a presentation on something I was passionate about.

Once I arrived at the assessment day, I was greeted by 13 other candidates who were all absolutely lovely- I would genuinely be so happy if I made it through to the summer school alongside them- they were ace! We then took part in an ice breaker where I was asked which one person would I like to be for the day and I said "Obama or Simon Cowell".

Then we were given a brief for a group task which we had to compare two pieces of direct mail and identify the strengths and weaknesses of each, having studied and worked in marketing I found this really interesting and relatively familiar territory- nothing too challenging! I really enjoyed working with my group and I didn't experience the usual sense of tension or competition that can arise at some assessment centres, we were really collaborative and worked great as a team!

Then I was called to present my topic I was passionate about- I chose the lack of industry and development in the north and the lack of GDP that is created outside London and the South East. It really is a topic I'm passionate about and I did a lot of research to back everything up! I also used prezi for the first time to make it look super swish!

Then I was given an initiative test, which was a really interesting assessment method I haven't experienced before. I was given a scenario and had 15 minutes to prepare what I would do faced with it. I then had 10 minutes to present my findings to an assessor and I was able to compare the scenario to some event management work I have done and therefore found it quite interesting to see their response!

We were given lots of time in between the tasks to chat and I got to know the other candidates really well which was nice! I hope to see some of them again!

Then came the bit I dreaded the most- the maths test!! But actually it really was OK! It was basic percentages etc. applied to real-life marketing situations and therefore I found it much easier to think logically about the questions before I answered them. I hate it when assessments use questions like "What would the conversion rate between x and 9 be?" Name a time within marketing when I would actually ever use such a ridiculous calculation!? The questions at the IDM assessment day where much more applied and relevant which helped me do well (I think!)

Then we had a proof reading test which was to correct any spelling or grammar errors within a letter which was OK and we had lots of time to work through both tests so my panicking really was wasted!

Then my favourite bit of any assessment day... the interview! Mainly as I love talking about myself and I really do think selling myself is one of my main strengths! We spoke about my dissertation, work experience, agency culture, my career aspirations and placement year. I really liked all of the assessors and felt really comfortable talking to all of them!

The day ended with a summary of the week itself and what we could expect should we be lucky enough to get a place on the week long summer school in June! I should be hearing back in May whether or not I have a place- I can't wait to find out!!

Feel free to drop me a tweet @stefclarkx if you have any questions about the application process or assessment day!

Stephanie

What the #LeadersDebate says about Political Marketing

I was lucky enough to study Political Marketing whilst studying for my Marketing degree and I really believe it's a fascinating area of marketing which actually commercial marketers can learn a lot from.

The Leaders Debate aired last night on ITV which involved the 7 main leaders of the UK political parties debating their own policies and issues live on TV. The political leaders used a number of political marketing tactics in order to attempt to sway voters- here are some noteworthy examples:

Negative campaigning/ bad mouthing the opposition

David Cameron and Ed Miliband were the prime examples for this debate- their constant bickering and blaming was the focal point of both of their messages.

David Cameron said: “There’s only one group of politicians anywhere in this United Kingdom who have cut the NHS in the last five years and that was the Labour Party in Wales. So when you hear Ed Miliband’s promises, think about that.”

Ed Miliband on the other hand “David, I’m wondering what world you live in.”

It was almost playground like and I felt like I was watching two children arguing in a playground! This attack form of advertisement is traditionally used in U.S. politics and displayed an avoidance by both parties to display their own thoughts and policies, yet they were more than happy to attack each others mistakes and history.

Of course the extreme rivalry between Ed and David is due to the extreme likelihood that one of the two men will be Prime Minister on May 6th- and therefore it really is a cut-throat battle between them. 

This method is used subtly (and sometimes not so subtly) by a number of brands- the Cameron-Miliband rivalry almost reminds me of that between Coca-Cola and Pepsi! It is an ancient form of marketing and one which I believe the party leaders need to refine to ensure a more dignified and clever approach in the future as to not come across as children bickering in the playground.

Direct targeting/ marketing

Ok I use these terms loosely- however I think David Cameron executed his speeches brilliantly in terms of addressing individuals directly by name. He provided a personal element to his answers- thanking an NHS worker for his contribution etc. This really allowed his caring side to come across and just added a simple touch to the way he came across. Think how special you feel when someone remembers your name- you instantly warm to the person and it's a fantastic tool which politicians and brands alike can use to allow voters/ customers to see a likable, more positive side. 

Awareness

I for one had no idea what either the SNP or the Welsh party stood for- however it was interesting to see how these parties represented themselves amongst themselves the highly covered party leaders i.e. Clegg, Miliband, Farage and Cameron. I believe that SNP's leader Nicola Sturgeon was a brilliant speaker, who clarified her points well and stuck to what she believed in without being too wishy-washy (this isn't to say I agree with her policies however). According to a YouGov poll- Nicola won the debate!

Product Life-cycle

Again- bare with my metaphors here, but this one applies directly to Nick Clegg... in the 2010 election, Nick presented a new "brand" of politics by adding a new, real option within UK politics- an alternative to Tory and Labour votes. However, he failed to live up to this claim by not sticking to his promises and letting down those who voted. I love Alison Jones of Bath University's comparison of Nick Clegg being left at the bottom of the supermarket shelves in desperate need of a brand revitalisation to get them in to the forefront of voter's minds. The party are seriously lacking the support they received 5 years ago with the exception of a few long-term loyal backers.

Nick Clegg has lost his engagement with the British public- he needs a strong on-brand message to reinvent the Liberal Democrats- something which I really did not see evident within last night's debate. This is key within advertising to ensure brand messages are understood and are central to any marketing communications effort.

All in all I loved the debates and I love getting involved with politics, especially as at almost 22, this will be the very first time I have been able to vote!

Stephanie

The BEST and WORST of April Fools Day marketing campaigns

There isn't an event in the calender that marketers can't highjack nowadays and April Fools Day was no exception. This April 1st (before 12pm of course) swarms of marketing teams launched their clever tricks on to their consumers, attempting to catch them out and all in all gaining some coverage of their brands. Here are a few of my personal favourites from this year's jokers:

Playstation Flow

Playstation released this video launching their new Flow product:


I am going to be the first to shamefully admit I only realised it was a wind-up about 30 seconds in after I'd been cringing at the ladies over cheesy tone-of-voice! The video was funny, in line with their brand without being too out there or tacky and presented some great characters! Playstation even created a website surrounding the hoax product here which actually indicates the Flow was a joke- however a great new virtual reality product titled 'Project Morpheus' is actually in production! What a great way to create a buzz around the product and display Playstation's innovation without showing off- also a great way to get traffic to their website! Hats off Playstation! Microsoft Lumia Microsoft came up with this video announcing their new phone will go back to their original operating system: MS DOS a.k.a the operating system we all knew from those ancient PCs we had in the 90's that took ten minutes to boot up....
I'm not sure who Microsoft were trying to amuse here, but I doubt I'm the only one who didn't find this funny. The video wasn't easy to watch nor do I believe it will appeal to all of Microsoft's target audience- I'm not even sure the majority of them will get it. Are Microsoft just trying to make techys laugh here? If so- OK.... but therefore it can't really be considered as a mass marketing campaign. I'm just not sure about the whole thing! Microsoft's marketing annoys me full stop- sorry but I think it's crap despite actually liking the brand! They don't indicate their own capabilities and display any competitive advantage despite them losing customers to competitors on a daily basis! Up your game please MS!! Carlsberg Drone
How many guys wish this one wasn't an April Fool's Day joke? Really simple, yet funny and made every guy who watched dream of a beer drone I reckon!? I really like the video and I actually think it will have caught some people out! However, what I don't understand is why Carlsberg teamed up with the Northampton Chronicle to deliver them a bit of PR? A slightly ludicrous article which I'm not sure fits in with the Carlsberg brand whatsoever! I would love to have seen a bit of experiential marketing to coincide with the ad- something really low budget- maybe some surprised customers unexpectedly receiving their Carlsbergs! The ad almost looks as though it was thrown together a bit last minute and there's a lot more the brand could have done in extending the reach of the campaign.   Costa and a Kip
I don't know about you but I really want an ostrich pillow! Costa released this April Fools video announcing their new napping pillows to be trialed in store:
Costa are one of the last brands I would have expected to bring out such a humorous video- which is maybe why this prank works so well! I almost see the brand as slightly pretentious and therefore this shows a much lighter side to Costa and I think it works really well! The video is super short and therefore leaves you with a really puzzled look on your face! 
I don't think I've seen much Costa advertising before- but I would love to see more from you Costa!
Tweet me with more of your favourite April Fools marketing campaigns and let me know what you think of mine!
Stephanie

Experiential campaigns I've been working on!

I've been a busy bee working on some really awesome... and some not so awesome campaigns lately. With my job, I really do have to take the good with the bad sometimes- some campaigns are amazingly well thought through and executed and some are disorganised, boring and frankly feel a bit pointless!

So I thought I'd let you know what I've been working on and what I thought worked and what didn't from a frontline point-of-view!

#BLUFREEDOM

This is one of the best campaigns I've ever worked on, yet when the brief came in I was a little sceptical as working with a tobacco brand can sometimes be seen as a little bit unethical and I wasn't sure what the reaction would be.

For those who don't know- blu is a US-based e-cigarette company which has just been acquired by Imperial Tobacco, based here in Bristol. The brand was launched in the UK back in 2014 through these launch parties, showcasing their brand values and providing a sampling experience for their target market 'party people'.

The blu brand is focused around music, appealing to a more 'alternative' customer and have a strong emphasis on technology. Their brand values seem very integrated in everything that they do and they remain constantly focused on what they are trying to achieve. I worked on a launch party for all Imperial Tobacco staff in Bristol- held at the uber trendy creative space in Bristol- Paintworks. The whole event was totally in line with the blu brand with blu cocktails and champagne on offer, top class DJs, technology everywhere and of course plenty of blu e-cig samples to try.

Great PR event with @ImperialTobacco & @blucigs celebrating their partnership tonight!! #event #publicrelations pic.twitter.com/f3kbWFmQRF
— Steph Clark (@stefclarkx) February 5, 2015

The reason why I really loved the campaign is that the party attendees were really, really able to experience the brand and gain a sense of what it stood for.

 Harveys/ Bensons for Beds

You might think this is going to be one of my more boring campaigns- but actually, it's one of the most organised and I think rewarding campaigns I've ever worked on!

I used to associate both brands with cheap, low-quality furniture and Harvey's recognised this view amongst their consumers and aimed to change these perceptions. They worked on a complete re-fit in stores and held a launch event across their stores.

I was lucky enough to work on the whole launch weekend within the Torquay store, where myself and my event colleague Molly were greeting guests, handing them sweets and communicating the new store launch to customers.

The store were really grateful to have us in for the weekend and we gained really awesome feedback! Despite the action being really simple, customers did not expect to be faced with a tub of sweets when they came in to the store and therefore their reactions were great!

Dove Men- +Care

I got the chance to work with Dove Men at the 6 nations rugby match- Wales vs Ireland at the Millennium Stadium in Cardiff- yes there are a few perks of this job! We were sampling Dove shower gels and driving brand awareness amongst rugby goers! Dove is one of my favourite brands and their ethos surrounding portraying 'real' men and women within their advertising is admirable. They aim to showcase an ideal man as a man who is comfortable in his own skin. 

As Dove Men is a key sponsor and supplier to the rugby teams- it was fundamental that their brand name was highlighted throughout the match and that consumers made that link between Dove and the rugby game. We had Dove ambassadors positioned at all exits handing samples to those leaving the game! It was a bit of a rush with 1000's of rugby fans to sample to- some of them had had a few too many beers and so was a bit of a challenge. 

Lovely team at the Millenium stadium working for @DoveMen today! #6nations #Cardiff #experiential #event pic.twitter.com/97mPclZ3Ll
— Steph Clark (@stefclarkx) March 14, 2015

Overall, the brand message was engraved in consumers minds and trial encouraged amongst hundreds of men and therefore I believe the event was a success! The place and target audience was entirely appropriate and well thought out as well as a perfectly organised event in terms of care taken and attention-to-detail, making this event a great success!

I have some really awesome events coming up in the next few months which I can't wait for! Keep your eyes peeled for updates and follow me on Twitter at @stefclarkx for more!

Steph