Rival brands: friendly competition or battle that neither can ever win?

I have to agree with the age old phrase "competition drives innovation". The worlds best-marketed brands all seem to have one strong rival with each brand constantly trying to out-market the other. It  is these brands which I find fascinating and it is even more interesting to consider whether brands in fact, benefit from these huge rivalries.

Directly targeting or responding to the competition is highly common in marketing efforts, I have seen it in my own industry, telecoms, with ads such as these:

3 hit out at Vodafone customers with this banned ad

Vodafone's ad promising a Fixed Price for your entire contract

However, there are far more famous and controversial rivalries:

1. McDonalds vs Burger King

As I mentioned, innovation is key in beating your rivals and due to the fact that McDonalds and Burger King's value propositions are fairly homogeneous, there is a lot of mimicking from both sides. Big Mac, Whopper... are there really many differences? Both brands have sued each other for copyright infringement on a number of occasions. 

Burger King actually made a peace offering for just one day in this story, which was swiftly rejected by McDonalds!  However, what a great bit of PR for BK anyway, making them look like the soft, underdog!

2. Pepsi vs Coca-Cola

Perhaps one of the most historic rivalries, dating back to the early 1900s, and the creativity behind the rival campaigns is fantastic.

Pepsi are definitely more aggressive in their competitive attitude through advertising, but unfortunately Coke have held on to the top spot. Coke has become a name to replace the cola industry as a whole- who goes in to a bar and says "Can I have a vodka and Pepsi?". Coca-cola tend to stick to their traditional roots in terms of branding whereas Pepsi go modernistic, proving that being true to your roots pays off. Coke markets happiness with their 'Share a coke' campaign or their new slogan 'Taste the feeling', whereas Pepsi go for a 'cool' vibe with collaborations with NFL and David Beckham.

3. Apple vs Samsung

Samsung are definitely the Pepsi of the mobile technology world. Their dig at Apple (and Apple customers) below, indicates their willingness to take on the rivalry first hand:

You are often asked; are you an Apple or a Samsung person and it's rare that people switch between the two. I am an Apple user but of course since working at Vodafone my eyes have been opened to the world of Android and how much Android devices can really do. However, if you compare Samsung and Apple's marketing spend vs market share, the true stats really become clear:
Samsung: £8.4bn of marketing spend 19.9% of smartphone market share 15% of total operating income of smartphone makers Apple: £1bn of marketing spend 14.6% of smartphone market share 92% of total operating income of smartphone makers
Whilst Samsung make phones to suit lots of markets, providing lower-range cheap smartphones as well as your S6 Edge's to a premium market, the numbers really do show that Apple's smaller range, however highly targeted to those who expect more from their phones, really does pay off. 

Hope you enjoyed this post, let me know your favourite brand rivalries, tweet me at @stefclarkx

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

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

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

118 118 what ARE they up to?

Who doesn't remember these two? 

The 118 118 'Got Your Number' ad was one of the most memorable ads of the early 2000's and started a catchphrase, characters and humour which the nation quickly latched on to and created a stable brand for 118 118 based on their directory enquiries hotline.

The marketing campaign was an absolute hit and the brand became engraved in the minds of the public. The 'Got Your Number' catchphrase was entirely relevant to the brand's offering, the brand had a unique personality and their offering was ultimately clear.
The directory hotline was a great offering back in 2005, when mobile phone ownership was reaching over 80% of the population and a desire for instant information. However, of course with the rapid increase in the use and ownership of smartphones in recent years, 118 118 had a new competitor aside from the numerous other telephone directory services- mobile internet. Consumers can now instantly search for any phone number of piece of information they'd like and best of all- it's free (if included in your data plan). 
Like any business, 118 118 have been working to adapt to this newly emerging competition and I'm not entirely sure their strategy is effective. These are a couple of examples of their new ads in which they try to directly compete with the mobile internet:

I'm not entirely sure what the value that 118 118 are trying to bring to the table is, of course they are trying to compete on the speed of their service, however with mobile networks also constantly working to improve their mobile speeds- I can't see this working as a long-term strategy?
They are of course using the same great branding, however- they aren't offering anything new through these ads and their isn't a real sense of change and adaption here- the company needs to be more forward-thinking and dynamic.
However, as I was driving today, I heard a radio advert for 118 118 Money- offering short-term loans. This new direction for the brand is interesting, however now they are competing with the big dogs at Wonga- who are known for pay day loans! Wonga's branding surrounds this market and in the consumers' minds they are the first brand that comes to mind. 
118 118 are of course trying to differentiate as they sense the lack of demand for a telephone directory service, however it seems that entering an entirely new, unrelated market is extremely risky and will require strong marketing to ensure that customers see the brand in this new light- frankly I can't see it working when they are up against Wonga who's marketing is on point throughout the loans sector.
Let me know your thoughts!

Why creating DEMAND from consumers is the best marketing tool!

I don't know about you but everywhere I've driven, every TV show I've watched and every social media channel I've browsed in the last couple of weeks, I can't help but noticed McDonald's new marketing campaign, whether it be in outdoor advertising, TV and radio ads or paid posts across Facebook and Twitter;

Post by McDonald's.

@krpickersgill @McDonalds trouble is when you get one it will look nothing like that, more like it's just been stood on or run over!!
— Keith J Last (@kentishmale) December 15, 2014

Yes, the McRib is back! Now, I can't say I'm a regular McDonalds visitor myself, but judging the hype on social media, this was a clearly loved product. The McRib product is often introduced for limited periods of time and then taken off the menu. Clearly the marketing spend around bringing the McRib back has been huge as I have seen it just about everywhere! By creating these touchpoints, consumers can build their excitement and remember the product everywhere they go.

Now, one may argue why do McDonalds created this 'limited-time-only' product? If it's so popular- why don't they just keep it on the menu year-round? 

Well, from what I can tell, when it was on the menu permanently, the sales were low... yet not low enough to keep it off forever... so here are the reasons I believe that the intermittent reintroduction of McRib is a great marketing strategy;

1. It creates a sense of urgency in the consumer: It's available for a limited time only! The consumer must stock up if they want to make the most of the product whilst it's still around. The great thing about food is that it's perishable... so customers can go back to McDonalds as many times as possible in the time period in order to repurchase.
2. Nostalgia: Customers may remember the product from the past and want to relive perceived 'happier times'... this also applies to brands who have executed this brilliantly e.g. Cadbury's Wispa
3. Retains customers who may not be regular customers: Customers who might not regularly make trips to McDonalds may do so purely to purchase the McGrill- this therefore brings in extra custom and the potential to retain them further/ up or cross-sell.
4. Creates a great talking point: We all know social mentions and shares are fundamental to establishing an online presence, therefore something which consumers feel their peers may talk about/ something which they perceive to be 'safe' to discuss like McDonalds food.... is likely to be highly discussed. This also applies to the offline world.
5. Something new, but not a risk: New products can hit it off with consumers, but their sales are usually low to begin with due to consumers fearing trying something new. However, the fact that McDonalds have brought this back because it was so well loved in the past, which is a message highly reiterated in their marketing communications activity for McGrill, consumers are much more likely to buy it. When your peers like something- you are likely to want to like it too!
6. Customers feel like they have achieved something: By creating a 'hype' or an upstorm about bringing the product back, customers feel like they have caused this and therefore they feel a better connection with the brand as they feel as though their needs are being listened to. Effectively, this is the case, but it also brings more awareness and talk around the brand itself

This is the kind of genius marketing I get excited about!! So simple yet so effective!

Stephanie

What IS experiential marketing?

Every time I mention my work in experiential marketing, I always get a funny look as some one asks "What on earth is that?!" even from people within the marketing industry, experiential or guerrilla marketing is a niche area which not all brands execute successfully/ to the best of their ability. However, some absolutely excel at it- and for them, it is a highly valuable and invaluable marketing tool which helps the consumer EXPERIENCE the brand.

Traditional advertising provides the consumer with visual and verbal communication- however experiential helps consumers taste, touch, smell and feel the brand- so this involves any physical interaction.... it can be described as 'events' to a certain extent, however not as one might think of conferences, festivals or fashion shows- however these can actually be great examples too! Can you tell why I love this industry yet?

It's actually a huge industry and brands are increasingly seeing it's value and spending more on exepriences and there are so many examples of how to execute great brand experience.

Heidi Cohen defines it beautifully "Experiential marketing enables prospects and customers to interact and connect with your offering in a way that creates memorable branded experiences. Based on these brand-related encounters, customers become more connected to and invested in your offering. This results in increased awareness and sales for B2C, B2B and NFP (not-for-profit) brands."

There's a great statistic which says something like "You are 10 times more likely to tell a friend about something you've experienced". It's a great way to set a positive image of your brand in the consumer's mind and they are so much more likely to remember your brand rather than a TV ad which they've seen amongst 100 others that day. You are also much more likely to share your experience on social media and these posts become ads in their own right- however this is when you are translating into earned media.

The aim is to acquire customers and achieve long-term brand loyalty and therefore achieve a lifetime customer.

In order to be successful, brand experience activity must;
1. Fit with your brand values and communicate them in a way in which the customer understands them.
2. Exist in a space where your target audience are present (of course- that step exists for any marketing activity, but there's no point sampling men's aftershave at a Beyonce concert....)
3. Allow it to be social! Encourage people who take part to share their experiences online through #hashtags, photo sharing or taggable 'check ins'- for every person who takes part, there could be another 100+ who see the experience and see it as desirable!
4. Encourage some sort of emotion- whether than be fun, humour, delight or just thoughtfulness or consideration!
5. Use trained and well-briefed staff to represent the brand correctly

Great examples of brand experience in action

Coca-Cola

How could I not mention Coca-Cola, these guys are the absolute kings of experiential marketing and they absolutely excel at using experiences to engage consumers, deliver their brand message and create shareable content. I've worked for the brand a number of times and they are constantly executing well thought out, consistent, clever events. They have hundreds of examples from the coca-cola truck to share a coke bottles printed in shopping centres, this being a particular favourite: 

Haagen-Dazs

This is a pretty standard campaign- but of course effective as the brand is fantastically represented in a number of methods which allow the consumer to interact. The campaign involves sampling, photo (so the consumer can take away something physical) and a competition. Great touch points which last outside of the event. They also managed to get their brand heavily covered across the fashion event.

Pepsi

This is a brilliant use of technology and Pepsi's video went viral which can be an important objective when executing campaigns. I can guarantee those participants definitely told someone about their experience!

Audi

Another example of how technology is driving outstanding brand experience from Audi. There really is so much more brands can do to engage their audience. This is directly related to the product and therefore conveys innovation, forward-thinking and creativity.

 In summary- experiential marketing is physical, tangible, conveys emotion and happens in real-time.

What it's REALLY like in an interview for JWT Graduate Scheme

Hello,

As part of my blog, I'd really like to describe my graduate job hunt, the application processes and my experiences along the way!

The truth is, I went in to the whole process slightly too optimistic, I was convinced that having secured dozens of placement year interviews, and passing my very first assessment centre ever, securing a job with IBM straight away and turning all of my other ones down! I presumed it was going to be just as easy to get a graduate role- I couldn't be more wrong! It's a billion times harder!!! The applications are ruthless and the deadlines are much earlier!

Recently, I was lucky enough to have an interview with one of the biggest advertising agencies in the world, JWT. After a lengthy application process, I was invited to the Account Management interviews in London.

I was told the interview would be 45 minutes long and there would be nothing to prepare. So I headed over to London, had breakfast with my friend Umesh in the Hospital Club (shout out!) and prepared for my interview. We went over my competencies, skills and experience of the marketing/ advertising world plus general facts about the company and their clients. I thought this would be great preparation as knowing the company is a great start to acing an interview!

The email said 'Smart Casual dress code' so I opted for a Black Ted Baker dress, a tailored jacket and plain black heels- as apposed to my usual suit.... however when I arrived at the offices in Knightsbridge, I couldn't have been more overdressed! Everyone else seemed to be in leggings!!!!! jeans, super duper casual wear! I stuck out like a sore thumb!

Before the interview I had been reading the graduate blog that JWT published which contained profiles of all of their 2014 grads. Literally, every single one of them attended Cambridge, Oxford, UCL, Bristol and the likes.... this immediately worried me even before I arrived on the day. I go to UWE, a previous 'poly' which focuses highly on employability through practical skills and application rather than simply academic theory. I love this part of my uni experience and honestly, I believe UWE has been great at providing me with the skills and experience and I feel 100% ready for the world of work..... something which I doubt a lot of graduates share. However, I couldn't help but feel that JWT didn't value these types of skills, however they valued a highly academic, book-smart candidate, something which I couldn't necessarily provide to that level.

However, I had been offered one of 100 interviews out of 1000's of applications- so they must have liked something right?

There were around 4 or 5 interviews happening at the same time as mine, so I chatted to a few of the other candidates whilst we were waiting, yep Cambridge studying philosophy.... Bristol studying psychology..... London studying Latin.......... thank you for confirming all of my doubts! When I told the girl from Bristol I was from UWE I think she was a little shocked! I was so proud to be sat amongst these brainy, brainy people and know that I had earned my place there! Speaking to them, I realised that none of these people were from business/ marketing backgrounds and therefore advertising agencies aren't really valuing these types of degrees!

Once I was called into the interview, I was met by a lady and a man, one from HR and one who I believe was a fairly recent graduate account manager. They were both really nice and helped me relax.

We started by talking about my degree- I wasn't really expecting this but went on to talk about my dissertation, the modules I was studying and the people I had met. We then talked about IBM, Vet's Kitchen and a couple of other projects I've been working on (read previous blog posts for more info!). This was all fine and I have written so many applications, I know these roles and skills inside out!

We then went on to talk about advertising in general and they asked me about which adverts I really liked..... my mind went really blank and I think this is where I messed up!! I had researched JWT's advertising in-depth and had hundreds of THEIR examples, without really thinking about the industry as a whole! I ended up talking about Sainsbury's Christmas advert and then M&S Christmas advert....... zzzzzzz how boring and cliche!!! My mum (a midwife) could have probably given those answers, nevermind someone who's supposed to be a mini expert in the field! She even asked me "what about non-christmas adverts" and I gave her a really crap answer about Oreo........ I literally froze I struggled so hard to find a answer that would blow them away!

I know I write a bloody blog about great advertising campaigns!!!!! But at that moment I couldn't think of a single one!!!!

We then looked at a number of adverts, the first one was a picture of a tomato on a white background with GAZPACHO written across it..... tell me how in god's name you are supposed to analyse that! It's crap!

Then there was an army advert which I think I analysed well and one for electronic cigarettes which allowed me to speak about ethics etc. which i think was ok!

Then, they asked me about my 'culture' and what I like to do in my spare time, I spoke about Enactus, my entrepreneurial society for social action- something I thought they'd really like, but they were like "No, what do you do for FUN".... but Enactus is fun!!! So I spoke about Bristol Wine Club which they seemed to like, then they said "What about aside from wine?" I just wanted to turn around and say "Well aside from studying a full time degree, running events at least 5 times a week, attending a monthly wine club, seeing my friends, writing my dissertation, acting as marketing director for enactus and doing job applications there isn't much time to do anything else" but I was too scared so I just said travelling........

All in all, I left thinking it had gone really badly- turns out it had as I didn't get a second interview! Honestly, they were ruthless and I guess I don't fit the perfect mould of candidate they were looking for, but that's OK!

I have learnt a lot about Ad Agency interviews and although I really wanted the job before I went, I am OK with not getting it! I think I would be a lot more prepared if I ever went for a similar job....these opinions are totally my own and I would love to hear if you've had a similar or completely different experience!!!!

Thank you for reading!!

Steph

Celebrity Endorsements

Every one can think of at least one advert which features a famous celebrity endorser and in advertising it is a great way of making your ads stand out!

Here are a few recent celebrity endorsement campaigns inspired by Brand Republic:

Miranda Kerr for Swarovski




This advert stood out to me recently due to the mesmerizing beauty of the products and the advert as a whole. The advert features Miranda Kerr as the beautiful jewelry model as well as a song by Pharrell Williams- two absolute superstars! The brand association with 1st class stars is a great choice and conveys the luxury element impeccably. However, the ad is just a little boring, and isn't terribly memorable. There is no story nor defining features of the brand. A competitor could easily produce something similar! Make yourself stand our Swarovski!!

Peter Andre for Iceland




This advert is unbelievably cheesy! Peter is trying to promote the low offers that Iceland can offer... yet I am distracted by the terrible acting! Iceland are famous for their cheesy celebrity endorsements, from Sharon Osborne, Kerry Katona and Ant & Dec..... but you only have to have a quick read on twitter to see the lack of disbelief that any of these stars ACTUALLY shop at Iceland!
They haven't been getting the best response over social media either:

Peter Andre/Iceland advert... Does he really get his food from there? No. Will he be tucking Into Iceland gateaux on xmas day? No.
— Renegade Economist (@RenegadeEcon) December 15, 2014

I used to be completely indifferent to Peter Andre until he started doing the Iceland ads. Now I want to kill him dead with a prawn ring.
— Hoppy The Hag (@hoppythehag) December 15, 2014

If I ever saw Peter Andre in Iceland, I'm not sure what would be worse, seeing Peter Andre or actually being in an Iceland.
— Neil Johnson (@n_gjohnson) December 15, 2014

so gutted I'm a celeb is finished but at least I don't have to watch Peter Andre attempting to promote Iceland
— amy (@innocxnce) December 7, 2014

I'm not going to lie- I didn't see one positive comment about the ads! However, Iceland know their market and at least people are talking about their brand! We will see if Peter's work with Iceland continues in to the new year!

Nicole Scherzinger for Muller



I actually really, really like these ads! And in this press release the endorsement clearly has proved success for the brand. I think Nicole is a really down to earth, glamorous person and is in touch with the UK market therefore was a great choice for Muller.

She even gets involved on Social media, which adds to the authenticity of the campaign and shows she really does endorse the product!

My fridge in my flat here in #London. #Mullerlicious baby!

A photo posted by Nicole Scherzinger (@nicolescherzy) on Dec 12, 2014 at 4:36pm PST

However, Muller need to be careful with their endorser as she was seen buying a competitor's brand in this article!

Mo Farah for Quorn



The dull voice, the boring story, you can hardly call Mo charismatic! However, I think the emphasis on protein in the diet is really important and usually overlooked by large companies who try and promote fat free or low sugar products! Also, having Mo as an endorser- an actual ATHLETE, rather than a housewife or someone who doesn't exercise.

I hope you enjoyed this post, I look forward to seeing what celebrity endorsements advertising will bring in 2015!

Stephanie

Vintage adverts!

Just looking back at adverts 50, 40 even 20 years ago and you really can see what a fast-changing industry advertising is. I have become a little fascinated with vintage advertisements and honestly, some of them are pieces of art!

Now a days, I would never dream of putting any of the posters on billboards you see on bus stops or billboards in my house, but I truly think these are worthy of an artistic accreditation!

Here are two of my particular favourites:

Can you believe this is for toilet roll! It looks angelic and the height of luxury. Of course, people who buy the product won't receive this beautiful lifestyle, however the product will make them feel like they have a tiny part of it. I think it's beautiful and extremely eye catching without being too in-your-face!

I looked at this advert for such a long time as I love the detailing in each shoe! I think it's an awesome example of appealing to female emotion and delight and taps into that feeling you get when you try on a beautiful pair of shoes! 

I think modern day advertisers could take a leaf out of our ancestor's books when it comes to the beauty within advertising!

Steph

Genius Revolution in Advertising from British Airways

Check out one of the most innovative adverts I have seen from British Airways:

As part of the #LookUp campaign, BA set up a billboard in Piccadilly Circus which tracked flights and named them as they were passing. What an amazing attraction which is not only interactive, fun and interesting but allows consumers to engage with the brand on a real-time basis.

It ignites the imagination and child-like curiosity in people and for those who imagine where the plane they see up in the sky, they can find out instantly! It is inspiring and an absolutely phenomenal piece of innovation within advertising. 

I believe the campaign could also be extended through various platforms such as a smartphone app and to give British Airways phenomenal coverage and brand experience!

The ad was created by Ogilvy!

Dylon Print Ads

Check out these beautifully creative ads from Dylon fabric dyes by Grey Paris

The campaign was titled "Give clothes a second chance" and I love the adverts! They are totally unexpected for such a low involvement product. I feel as though the emotions in the adverts are conveyed extraordinarily and are humourous! 

The ads give the viewer an emotion towards the brand and are very memorable! 

Great job! 

You can market ANYTHING.......

Recently, I saw a piece of advertising that made me think you really can put a value to ANYTHING with the correct marketing in place.

This is 'Smart water'- an "electrolyte enhanced water" which is being plugged by none other than Hollywood's finest- Jennifer Aniston.

The marketing's great and she looks great- there's nothing to fault with the advertising.... do people really believe that by drinking smartwater they will be as angelic and youthful looking as J.A?

I absolutely believe Glaceau water made the right endorsement choice with Jennifer, there is constant media speculation as to the reason behind her youthfulness.

However, I really don't believe that marketing a basic human need, a product which provides no value other than survival- can really be Jennifer Aniston's "secret".

"tasty" water.....

I don't know about you, but I think I might stick to my Bristol's finest tap water!

You really can market anything

I will be interested to see how well the smart water campaign does.

Mysterious Ape

You may, or may not have seen Southern Electric's new advertising campaign. If not here's a few of their outdoor advertisements:

Consumers are hitting social media to express their confusion and humour at the ads. Some people even thought the adverts were a mistake! You can read some of the tweets here: http://www.buzzfeed.com/patricksmith/everyone-is-confused-by-the-sad-looking-ape-in-these-energy

As SSE responded to questions of the relevance of the ad to their organisation/ consumers taking the piss out of an ape at a music concert/ country side/ over wind turbines, they said the outdoor ads were to continue the story of their TV ad about "looking at energy through fresh eyes"

Here's the ad:

To be fair, I actually like the ad and come to think of it I think I have seen it on TV before, however I think SSE/ adam&eveDDB need to learn from the following mistakes made in this campaign:
1) Consumers don't always have a high recall rate Even if people have seen the ad, it may not be in the forefront of their mind and the character doesn't automatically spring to mind and therefore the link between the TV and outdoor advertising cannot always be made. 2) You cannot 'create' a character's novelty or likeability It is only through consumer word-of-mouth and other earned media sources that characters are known, loved and remembered.... take compare the meerkat, it was the brand who created the character, but the consumers who developed his legacy 3) Don't just PRESUME that the consumer will have seen the TV ad Not only is it slightly arrogant to think that your marketing methods are going to have that kind of reach, but if your whole campaign is resting up on it then you're bound to fall at the first hurdle. 4) Don't create an ad that appears completely out of context on it's own I'm all for integrated marketing communications and with better planning and a more intelligent outdoor advertising message, the whole campaign could have been a success. Yet, the current outdoor ads are as described on twitter "a bit crap", it's almost as though their entire budget went on the TV ad, so they got the work experience boy to create the outdoor ads
All in all, at least SSE got huge PR out of this! And their ads have gone viral..... maybe not for the reasons they had hoped......

Steph

Cough drops advertised in Finland- a little different!

Check out this epic ad from a Finnish cough drops brand by ACTIVEARK JWT agency.

A great example- I doubt anyone could have guess what was being advertised before the cough drops appeared! 

I love this ad as it brings a story to life, thinks outside the box and creates something shareable, memorable and funny! It breaks all boundaries of standard 'pharmaceutical' advertising- we should take a leaf out of Finland's books when it comes to advertising!