Sailor Moon has her own phone!

Nostalgia marketing is when marketers uses something from the consumer’s past in their advertisements, package design or even in branding. Nostalgia refers to something sentimental or wistful that occurred in the past.

Brands tap into the positive memories consumers have that are associated with existing brands, ideas, toys or even songs. This is to try and create an association between their product/service and the consumer’s happy memories. By creating an association between the brand’s product/service with happy memories, consumers may be more inclined to purchase it.

People were found to more likely spend money if the product/service reminded them of the past Source. It has been found that Millennials are the most influenced by this because they feel a stronger sentiment than past generations Source. Which totally makes sense because when Pokemon Go came out, I flipped! And when I went to Japan over the summer, I bought a Tamagotchi on impulse… I don’t even use it anymore but I’m glad I bought it.

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Recently, Meitu (a Chinese phone company) teamed up with the anime Sailor Moon and released an official Sailor Moon phone with a matching wand selfie stick. 

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The phone set comes with Meitu’s latest version of the M8, in a customised pink with the Sailor Moon logo on the back Source. It also comes with accessories, including the magic wand selfie stick, a phone case and a little pink button thing… I don’t know what it is and no one seems to be talking about that so… whatever I guess?

This is a perfect example of nostaglia marketing because it’s totally working on me… But seriously? This is great because as a consumer, I associate Sailor Moon with my childhood. I remember watching Sailor Moon on the weekends with my little sister. We would love to pretend to be the sailor scouts or Sailor Moon herself and dance around when she transformed into her gear. I mean, this product is totally working for me.

But getting back to how this relates to marketing…

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  • Why does nostalgia marketing work best on Millennials?

By recreating positive memories, marketers can make millennials feel good. As we all know, our emotions can affect whether we purchase a product/service Source. Ever been successful shopping when you’re upset or hungry? Probably not. Brands leverage the release of happiness consumers feel when they remember positive memories through association. I think, Meitu’s Sailor Moon phone will be a success because it taps into the fandom of the anime but also the positive memories fans have.

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  • Why does creating emotion work for consumers?

Marketers aim to create memorable advertisements/products/services so consumers can easily recall the brand. By associating the brand with something from a consumer’s positive memories, this will enhance the recall Source. For example, the Sailor Moon phone works for me because the anime Sailor Moon is a retrieval cue and I recall my childhood memories when I see the name/logo. From this, salience occurs as I become attracted to the product and want to gather more information. Overall, I feel happy when I see Sailor Moon and also feel happy to purchase the product.

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  • Can nostalgia marketing work for all brands?

I don’t think it can work for all brands. It may not work depending on who the brand wants to target. For example, Pokemon Go exploded and became very successful because it not only targeted consumers who grew up with Pokemon but also youth and children today. It leveraged the nostalgic feelings Millennials and other generations felt and it passed on as curiosity and excitement to younger generations. I believe it really depends on who the brand wants to target, otherwise nostalgia may not occur and consumers may get confused.

I hope you’ve enjoyed this post as much as I have spent writing it! I will let you all know if I get my hands on the Sailor Moon phone. Lucky for me, I will be heading to China in June so fingers crossed I can get my hands on one!

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Until next time, leave a comment below and give this post a like!

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AR or VR?

Firstly, we’ll go through the definitions in case there are non-marketing people reading this blog post. Augmented reality (AR) refers to a technology that superimposes a computer-generated image on a user’s view of the real world. Source

Virtual reality (VR) refers to an artificial environment that is created with software and presented to the user in such a way that the user suspends belief and accepts it as a real environment. Source

Augmented reality and virtual reality have become a new marketing strategy a lot of brands have taken on to become more entertaining. Since the rise of smart phones and technology, it has become increasingly popular to many brands.

There has been some confusion amongst consumers about the difference between AR and VR. Augmented reality uses the real world environment and “augmented” visual objects. These can be visually obtained through a smart phone or device. Virtual reality is creating an interactive virtual environment. This can be obtain through a headset or specialised goggles. Source

As a digital marketer, these strategies are valuable because it demonstrates innovation and creativity in the brand. It also provides entertainment for the consumers. By making advertisements/products/services more interactive, consumers are more likely to recall and recognise the brand thus influence brand loyalty.

Here are some examples of AR and VR

Audi VR Experience

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Audi has started to use virtual reality to advertise their new car, Audi Q5 model. The experience involves going to the Audi dealership in Oslo, entering a sandbox where consumers will be able to sit in a VR chair and use a headset to enter the virtual reality. There, the consumers will be able to stimulate a real-life drive in the new Audi Q5 on a course of their choosing!

Snapchat

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Snapchat is a great example of augmented reality. Back in 2015, Snapchat released their face filters to the world! If you have Snapchat, you’ll know what I’m talking about! The classic “hoe” filter, the unicorn rainbow, face swap etc. Now in 2017, Snapchat has release new “world lenses”. This has allowed consumers to place a 3D object in their scene and move it around as if it was a real object. Users will be able to see 3D objects in their environment through the app when using the back camera.

These are just an example of how AR and VR is currently being used in the world. Although technology has advanced quite a lot over the years, AR and VR still have a long way to go. I believe this is just the beginning for both marketing strategies.

Do you like AR or VR in marketing? What would you like to see AR or VR being used for?

Until next time, leave a comment below and give this post a like!

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Coke tastes best when… not flat.

I’m sure you’ve seen it. I’m sure you’ve watched the ads. I’m sure you’ve at least heard of it! Do you know what I’m referring to now?

No, I’m not referring to Pepsi. Stop talking about Pepsi and their ridiculous advertisement to end war with Pepsi. Just stop.
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I’m talking about the OTHER ad. You know the one… With the red background and the woman wearing a yellow dress. You got it now?

Let’s talk about this insane advertisement. Not once does the brand even mention it’s own name, but you still know what it’s referring to. Just by looking at the colours, red and yellow, and knowing where “that place where Coke tastes so good” even is.

Okay you must have realised what I’m talking about. Otherwise, please Google “the place where Coke tastes so good” then come back… Please come back.

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With Coca Cola being such a popular soft drink, it’s intriguing how this brand has leveraged Coke and Google to boost its brand image.

So, what makes this ad so successful?

With such bad advertising and publicity lately on social media, it’s finally time for some genius marketing to happen. Let’s just say, for one, it’s great timing! This ad has come and answered all our prayers for some good advertising.

  1. Google “that place where Coke tastes so good”.
  • Seriously do it. Then comment below what happened. Seriously, you won’t regret it. It’s just… wow. Boom. Mind blown.

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  1. “That Place where Coke tastes so good” website
  • It literally goes through all the reasons why Coke tastes the best at this place. It even points out how Pepsi made a terrible ad and that they are doing exceptionally well. I think the whole idea of getting consumers to interact by Googling something to find out more is such an amazing thing. It gets consumers who are genuinely intrigued with the advertisement talking about the brand and boosting its brand image through social media platforms.
  1. Their advertisements
  • So, their advertisements stars Mindy Karling who talks about “that place” with delicious tasting Coke. There are three advertisements – Search It, Secret Identity, and Beverage Technician.
  • They are very subtle advertisements. They go for no more than 30 seconds and tell you everything you need to know about this brand without even naming it.
  • Consumers can easily tell which brand the ads are referring to, from the famous colours of red and yellow. Mindy Karling also uses her humour to talk about the brand in a different way, such as how great one part of the brand is instead of overall how great the brand is.
  • Instead of boasting about how great their products are, Mindy talks about one great aspect and requests consumers use their mobile devices to “Google that place where Coke tastes so good”.
  • In this way, consumers are talking about the brand in relation to Coca Cola on their own and deciding for themselves whether it’s good or bad. The company loses nothing and the ad doesn’t damage its brand image because consumers are deciding their own opinions, rather than the brand deciding for them.
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4. What does this mean for advertising?

  • To me, it means that bigger is not always better and simple might be best. This brand has shown us, marketers, that consumers are moving towards online and it’s important to make your company accessible on the internet. Especially, accessible online through all devices. If you’re going to put anything online, make sure that it can be accessed through all devices and that it’s displayed properly on all devices. It’s also important to let your target audience know that you’re responding to their needs, by adapting as they adapt.

So, what do you think? Do you love it? Do you hate it? I mean, I love it. I think it’s great! And super clever. But the real question is, who wants a $1 Coke from that place?
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Until next time, leave a comment below and give this post a like!

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Paid Search Advertising – PPC

This semester, I have taken the liberty of participating in the Google Online Marketing Challenge. It has been a roller coaster of fun, stress and learning. It’s been very informative of how ads work on Google, what the benefits of them are, and how great they can be for small businesses.

So, what is Paid Search Advertising (PPC)?

  • Advertising on search engine results page
  • Triggered by user when they enter a related keyword phrase
  • You, as a business, select and target relevant keywords to your business
  • Ads displayed when customers have searched up those relevant keywords
  • PPC – pay per click – Advertisers only pay when users click on their ads
  • Increase of paid ads being used by companies

Position in PPC

Highest bid – what is a bid? How does a bid work?

There are 3 types of bidding strategies that your business can choose from. They determine how you want your ads to be used. This is determined by the goals you have planned for the ads.

  • Cost-per-click (CPC) bidding: use if you want to drive customers to your website. This is great if you want to push new consumers to your website as much as possible.
  • Cost-per-impression (CPM) bidding: use if you want to make sure that customers see your message. This is perfect if you want to increase brand awareness of your brand and website.
  • Cost-per-acquisition (CPA) bidding: use if you want to maximise conversions on your website. This is great if you want your website to make the most sales,

Quality score – What is this?

Now, it doesn’t matter how much you bid. You could bid $5 for your keyword and/or ad and someone who has bid $1 could win the auction. How and why? It all comes down to quality score, which effects ad rank. Quality score is an estimate of the quality of your ads and landing pages triggered by that keyword in auctions throughout the day. The components that make up Quality Score are (1) click-through rate, (2) ad relevance, and (3) landing page experience. Every keyword you have will be scaled from 1 to 10, 1 being the lowest and 10 being the highest.

Why should I care about Quality Score? My ads will still show on search engine results page regardless of my Quality Score.

You should care about your quality score because it effects your ad rank. Ad Rank refers to the order in which your ad will show up on a search engine results page (also known as ad position). The better your quality score is, the more likely your ad will show up at the top of the search engine page, rather than at the bottom or the side.

Click-through rates – what does this mean? And how does it benefit you (as a company)?

Click through rates (CTR) compares how many times your ad was clicked to how many times your ad was shown. As mentioned before, CTR is a component of Quality Score. It will look at the history of keywords matched with landing pages. Notice how keywords and landing pages come up again?

Relevance of keyword to your landing pages & ads – Keyword Planner

Keywords are important when using PPC advertising because they’re what consumers search on any search engine. It can be hard to figure what keywords would be most relevant for your ads. Luckily, Google AdWords has a tool called Keyword Planner which helps your get ideas, related keywords and search information. It can also provide historical statistics and traffic estimates of each keyword.

Are you thinking about using paid search advertising? Here are some pros and cons to help you decide!

Pros of PPC

  • You don’t have to pay until someone clicks on your ad
  • Highly targeted and specific
  • Easy to measure and account for
  • Technically easier than SEO
  • Return on Investment comes from how many conversions you make

Cons of PPC

  • Competitive and expensive
  • Inappropriate, particularly for companies focusing on lifetime value of customers
  • Requires specialist knowledge of AdWords
  • Time consuming
  • Can be irrelevant to consumers

Until next time, click this post to leave a comment and give this post a like

P.S. Sadly, no memes this week but I promise more memes in the next week!