Banks and other financial institutions depend on the consumer's trust, maybe more than any other kind of business. While maintaining that, they use human-oriented approaches such as providing 1-on-1 help in branches and extensive brand communication from call center to storefront. This particular branch of Valley National Bank, located in SoHo, NYC, apparently forgot to add a photo production to its marketing budget and chose to use an out-dated stock photo which conveys nothing but a confusing message about the brand. The actors and the family portrayed in this picture (which appeal to thousands of curious eyes each day) is positioning the brand in a place where they would last like to be: opposite of up-to-date, reliable, pro-active, professional and secure.
Wednesday, October 31, 2012
Sunday, July 22, 2012
Sure the pace of digitalization, is the highest ever in history. Advertisers are setting their budgets based primarily on digital (especially mobile) but there's something that we are missing on. Our senses are open to digital advertising in a limited way. We are open to perceiving images, sounds and we even interact by speaking back; but we are still missing the other parts.
I have been receiving the Fitness Magazine in my mail (even though I don't know how I became a subscriber). The magazine provides a very satisfactory content in diet, fitness, beauty and health related topics. Of course, like all the traditional magazines, it is jam-packed with ad pages. This one ad, though, reminded me why traditional is still unbeatable in many ways. Sure you can advertise your new lotion in a mobile banner, or you can show your commercial on video platforms. But with the magazines, you can actually invite your potential customers to try the product instantly. And this is something which could work for the manufacturer way more efficiently than digital. I enjoyed sampling this lotion at the comfort of my home, and it definitely remained on my mind after the trial, with the power of its touch, its smell and texture. Gold Bond did such a good job bringing their product to your home with choosing this traditional way of advertising. And the icing was the $1 off coupon attached to the sample of course.
|There is no wonder that a well-balanced mix of offline and online campaign can't do!|
Tuesday, June 26, 2012
Monday, May 21, 2012
When was the last time you received a hand-written postcard from someone you do not personally know?
On a Friday evening at around 8.30 pm, I tweeted to @Chobani and I basically told them that it would be nice if they offered us some coupons for our presentation about Chobani at our Marketing Management class. (I am currently a Marketing graduate student at Baruch College, Zicklin School of Business and we thought it would be a good idea to distribute the coupons to the audience :). In about five minutes, I received a friendly reply asking for a postal address. On Tuesday afternoon, several hours before the presentation, I received a handwritten envelope with the Chobani logo on it, with a bunch of discount coupons, cute magnets and a personal "Good Luck with the presentation" note hand-written by Nikki, possibly one of the members of Chobani's marketing team.
Chobani's approach to 6 Senses Marketing is very straight-forward and human-centered. They value personal connections, experiences, indulgences and friendship. Social Media listening is a tool to create brand evangelists.
- They listen and speak with the customers, from fans to first-timers.
- They use the visual platforms such as Instagram and Pinterest proactively and creatively.
- They offer a unique texture, a long list of natural flavors.
- And above all, a fun, engaging brand experience! "Check" for all the pillars of 6 Senses Marketing!
Chobani became the market leader because of its genuine understanding of Social
Media Marketing and the importance of creating brand advocates/evangelists. Doesn't it remind you of how Apple or Trader Joe's is positioned in their specific niche?
|"Congrats to all members of the Class of 2012. Ya did it! Now let's celebrate Jared Reed!"|
This picture and message above was published on Chobani's Facebook Page that has 580k followers, and a fan, a high school kid who recently graduated was tagged to the picture. It got more than 1000 likes and 40+ responses and 30+ shares!. And please don't forget this is all revolving around a yogurt cup.
More about Chobani and the US Greek Yogurt Market:
(taken from my essay about Chobani's Digital Presence)
The constantly growing Greek Yogurt niche in the US has several strong players in the field, and Chobani, the market leader, is only 5 years old. Today the brand is enjoying $1 billion in yearly sales and international expansion. Chobani rapidly stole market share from the existing brands and also helped the market itself grow as well, 100% for the last three years. The market leader was Fage in 2008 with 80% share, now it’s Chobani at 57% and Fage at only 21%. This impressive growth was made possible with the innovative approach that was heavily supported by the power of Social Media and Digital Marketing. When it comes to reading customers’ online behavior, Chobani proves to be a leading brand, proactively positioning the brand on multiple platforms, yet interconnected. Chobani’s online presence since its establishment in 2007, has been efficiently diverse; it reaches out to individuals and keeps them happy and satisfied by offering various rewards such as coupons and samples.
Chobani’s main focus in advertising is digital and hence creating brand evangelists via social listening. However, traditional ways of advertising (that require bigger budgets), rather than working with a in-house digital marketing team, should be employed to convey the mainstream brand message of Chobani. The brand made it to a different league in such short time and this creates the need to invest in building long-term brand awareness. Chobani’s way of using the Digital Media and Social Marketing is also nicely combined with traditional person-to-person marketing, which I have observed in how they reward almost anyone who raves about Chobani online by free sample coupons.
Overall, I personally think that Chobani is a success-story, an influential case of digital marketing of our time.
Friday, April 20, 2012
TV can be limited when it comes to appealing to all six senses. Sure it is a great visual source, and it plays to ears as well, while triggering emotions. But you do not speak back to your TV (yet - maybe Apple will create a "Siri" for Apple TV, who knows!) and you can definitely not smell or taste what your TV brings into your room (at least as of today). However, you can still get an idea of how sour the new Mentos can be. Check out this simple yet "powerful" ad created by Ogivly India and "feel" how sour it gets!
Spoiler: You will feel it happening in your mouth!
Posted by Safaki Dogan at 9:50 PM
Wednesday, April 11, 2012
TNT in Belgium shocked those who witnessed one of the most effective outdoor ad (including a lot of crazy drama!). The expressions on people's faces are priceless! This is such an extreme (yet effective and rather harmless) example of Emotional Marketing where visual and sound elements are used. And the interaction of the people with the ad is tremendous. (SPOILER: You are the reason why the drama is happening. You have the power and the ability to discover the premium drama experience on TNT.)
Posted by Safaki Dogan at 6:34 PM
Friday, April 6, 2012
As a company, you can own your territory in marketing within your niche but don't expect an applause for it. The borders of your expansion are the real indicators of the success in your marketing campaign. Are you a diaper brand? Or are you a lifestyle brand targeting parents with babies. Are you a vodka brand? Or are you associated with nightlife all over the world?
The material is free - you have what you already have and all you gotta do is to make the most of your creativity. That being said, I always pause ad appreciate brands working towards that direction.
Today, I am inspired by Panera Bread's "Make Today Better" campaign and this is why it's so inspiring...
Making "today" -your day- better, is the simplest best thing you can ask for from life. And Panera owns that territory so beware if you enter. Panera is sending such a powerful message out there that it instantly turns the brand perception to "a remedy to whatever your are suffering from". Just step in and heal yourself, and you will be good as new when you step out.
Panera sells comfort food in convenient locations. Panera has an inviting approach using the power of taste, smell, emotions, sight, hear and speak. Marketing to six senses done right. This particular campaign is about resolutions, healthy-living, being happy, making friends, all with the help of Panera goodness, one step at a time.
Panera's other catch phrase is "Fresh bread makes friends". Check. You are not lonely anymore. Even more emotional branding. Isn't it what today marketing is all about? It's not like "We have delicious gelato". Today it's "Gelato Made in Heaven, Taste So Divine".
I have never been to a Panera Bread store but just by seeing their campaign online and offline, I am impressed and I want to visit one soon. And they better not disappoint, because this inviting marketing campaign has been more about things not-related to their products, but life itself.
Posted by Safaki Dogan at 4:23 PM