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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The internet is forever

An Instagram famous model Lily MayMac has gotten the spotlight on social media for the wrong reasons. The model has over 3 million followers on Instagram and over 50k followers on Twitter.

Fans have been searching through her Twitter and found old posts where she shamed “short old asian men” and a photo she posted with the hashtag “white power”.

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Lily has received a lot of negative attention, even though the tweets have been deleted. Fans and people have been commenting on the issue saying that she will be “blacklisted” and accusing her of having “white fever”.

So, what does this have to do with marketing?

Well, it’s relevant to marketing because as the title of this blog posts states… The internet is forever. Anyone can backtrack anything on the internet from all the ugly selfies you’ve posted, embarrassing videos or mean messages you’ve sent/received. There is no hiding once it’s up on the internet. It’s a shame that our privacy can’t be kept intact, however being a brand you would have to take care of your brand image.

According to Employment Screening Australia, Australians spend approximately 22 hours on social media every week. As social media becomes important to stay in contact with each other, employers are becoming interested in our personal lives to see what type of person we are outside of the workplace. In terms of conducting social media checks, employers are legally allowed to look at criminal history, experience and qualifications, reference checks, and social media presence.

So, if it’s this important for an employer to search and get to know a future employee, imagine what it’d be like to search for a brand as a consumer?

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As a consumer, I know I like to Google new brands before buying from them to understand their business and read reviews. Now, imagine if you’re searching up a new brand and negative headlines start to pop up. That would turn you away from purchasing anything from them right? Or, imagine you’ve been a loyal customer to a certain brand and then find out that the brand doesn’t support the same values/beliefs that you do?

Now do you understand what I mean by the internet is forever? If a brand doesn’t take care of it’s brand image and lets it’s past mistakes (that they haven’t apologised for or fixed) come to surface, consumers may become filled with rage and put the brand in a negative light.

The same way as what has happened to Lily. Her past posts resurfaced and consumers are now judging her for her previous posts, even though they may have occurred years ago. In our society, with smart phones and available wifi everywhere, it’s easy for consumers to snap a photo or record a video about a brand. And unfortunately for the brand, it may go viral and damage the brand image.

It’s important to look after your brand image, especially digitally.

Do you think Lily deserves the treatment she’s currently getting? How do you think brands can do to fix their mistakes? What can marketers do to help past mistakes?

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

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“Make that go viral.”

Make what go viral? Why would I want something to go viral? How can I make it go viral?

Viral marketing has become a big marketing strategy. It’s become huge since an increase of social media platforms and smart phones.

Viral marketing is a phenomenon that facilities and encourages people to pass along marketing message, definition by Marketing Terms. This strategy depends on people passing along the video to more people so it can be viewed more often. If a large enough percentage of people share it, it’ll surely become viral! If the video doesn’t get passed along enough, then the video will just disappear.

Viral trends are much more engaging for consumers to view because they’re rich in content and can engage the viewers. Surely, you’ve all seen a viral video so you’ll know that they’re usually fun, entertaining, and relevant to the viewer’s interest.

As a digital marketer, this approach can be valuable if the video goes viral. It can create big movement on social media and therefore for whatever brand the video is about.

Here are some great examples of viral marketing:

Beyoncé by Beyoncé

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Remember back in 2013/2014 when Beyoncé dropped a new album? Remember how no one got a heads up that the world would be blessed by an album of glorious sound and music? Yeah. That was crazy.

Dam Daniel!

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Dam Daniel! Remember these boys? God I hated this video because it was so unnecessary but it went crazy! Since these boys become super popular through their vines, Vans also became popular and people started to buy Vans like crazy! If you’ve forgotten, or never seen, this video click here.

Although, viral marketing seems amazing for brands it can’t be created. Or at least, as a marketer you can’t make a video or meme or ad go viral. It is totally through word-of-mouth and consumers passing along the message. Marketers can only try to create compelling content and encourage the message to be passed on.

Not all viral marketing is good for a brand. There are a lot of negative things that are spread across the internet about brands. Here are some recent examples:

Grill’d Easter Burger

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This easter Grill’d released this campaign for a “Bunny” burger with a rabbit patty made of pork belly and duck fat, which would be available in 4 Grill’d restaurants. The burger restaurant was trying to create new options for consumers to be more experimental. However, it did not work in the restaurant’s favour. Consumers began to speak out and say that the company was being “unethical” and “disgusting”. Many consumers threatened to boycott the company for this marketing strategy. Although, Grill’d spoke out and said that the meat was “ethically-sourced”, consumers did not agree. Source

Adidas Disaster Email

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Adidas recently released a new line of sports jackets in support of the Boston Marathon. They sent an email to those who subscribed to their subscription with the headline “Congrats you survived the Boston Marathon!” Consumers took to Twitter and shamed Adidas for being insensitive by using this headline. For those who are unaware, the Boston Marathon refers to the Boston bombing that occurred in April, 2013. There was two homemade bombs that went off near the finish line killing 3 people and injuring several people. Consumers believed the headline to be extremely insensitive to those who were affected by the Boston bombing in 2013. Adidas responded with an apology on their twitter.

What do you think about viral marketing? Are there any that stand out to you?

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

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Location-Based Marketing

As some of you may know, I’m currently participating in the Google Online Marketing Challenge. If you’re not aware of what that is, it’s a competition where a small team (3 – 6 people) work with a small business to create search advertisements on Google (and related sites) using AdWords.

One of the great things about marketing is that when it comes down to your target audience you can be specific and target particular groups of people. Whether it’s age, gender, education level or income etc, there are lots to choose from when it comes to the consumer’s demographics.

Although demographics are good to think about and target, have you ever thought about where those consumers are from? Do they share a similar location? Are they all coming from the same suburb? Now, I’m not looking at just countries of consumers. I’m talking about a more specific location. Right down to the post code and suburb of consumers.

I mentioned the Google Online Marketing Challenge because when using AdWords, there’s an option called “Location Targeting“. What this means is, you can choose where your ads will appear depending on the location of where it has been searched.

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Now, don’t ask me “How does Google know where I am” or “How does it appear and not appear depending on my location” or “Will the ads appear and then not appear if I jump in and out of the location radius”. Look, I don’t know the technical details but I know why it’s a marketing tactic that can be useful.

Let me give you an example so that it makes more sense. The small business my team and I are working with is called “Company A”. When looking at Facebook metrics and data, we discovered that Company A had a lot of consumers searching their Facebook page in Fitzroy, Collingwood and Northcote.

Now, let’s say that Company A wanted to boost brand awareness to consumers living in these locations and create advertisements that would help improve foot traffic in store. What you can do, by using AdWords, is choose specific locations so that ads will only show in those places. That is, you can choose to have ads show in Fitzroy, Collingwood and Northcote only. Therefore, the advertisements will only show if consumers search particular keywords within these suburbs. How cool is that?

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Now, here’s another example. Say that, Company A knows that Fitzroy, Collingwood and Northcote are where most of their customers are coming from but want to boost awareness to other suburbs near these suburbs too. What you can do (using AdWords) is choose where your ads show within a radius. That is, you can choose how wide of a radius from a particular location – 10km+ Fitzroy or 20k+ Fitzroy. Through this, you can also exclude particular suburbs that fall within the radius you’ve set. This way, your ads will show to only places you want them to and not to irrelevant locations.

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Hopefully my post so far has demonstrated how location target marketing can be useful. However if you’re still confused… How can location-target marketing help marketers engage with consumers?

  • Demographics can be difficult to figure out

It can be difficult for some businesses to target particular demographics if they don’t have the right resources to understand who they want to target. For example, if Company A wanted to target specifically young men who like buying ethically made clothing, it can be difficult to just target those consumers using search advertisements. With location targeting, it makes things a bit easier because you can observe where these type of consumers are from thus show your advertisements based on where they are.

  • Delivering targeted messages

When using location targeted marketing, Company A can deliver messages to those around the area (whether or not they are part of their target market) and thus boost their brand awareness. By having a broader area to target, Company A can offer insightful messages about their brand across all demographics instead of just one.

  • Two birds, one stone

Say Company A discovered that consumers were looking at their website on mobile devices in Fitzroy. By using location targeting (with AdWords), Company A can make sure their advertisements are mobile optimised and target Fitzroy so that the consumers searching for keywords related to Company A’s brand can see their ads. It’s a two birds, one stone kind of thing.

I hope this has given an insight into why location targeted marketing can be useful!

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

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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Let’s get down to business

Welcome to the world where everything means business. Well not everything, but you know what I mean!

Instagram has changed the dynamic of their company by adding a “business” component. This allows consumers to use their platform to promote their brand online. How cool is that?

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Let’s start by looking at how Instagram’s business component has innovated digital marketing. This app has become an amazing way to boost brand awareness and an effective way for building a brand’s image.

In this generation, we are constantly needing to be relevant and up-to-date. Instagram is the perfect platform place to do this because you can use it to check out the latest trends, check out what your friends are doing, stalk your SO, and even stalk that one girl you have a problem with even though you’ve never met her.

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According to Forrester, Instagram has a rate of 4.21 % follower engagement. This means that Instagram is generating more engagement per follower than Facebook by 58 times. It is also generating more than Twitter by 120 times.

So as a digital marketer, what does this mean for us?

It has opened a gateway for ordinary people to advertise themselves as a brand. Big brands and companies are sponsoring ordinary people with lots of followers on Facebook and/or Instagram to advertise their products/services.

Now, I know this is nothing new. We’ve all seen “instafamous” people and YouTubers advertising products or services online. My point is that these social media platforms have adapted. They have given us all an opportunity to advertise online in the most simplest way.

For example, if you go onto your Instagram account (if you have one) and click onto “Settings”, scroll down to the “Account” section, and you’ll see an option called “Switch to Business Profile”. This allows anyone to switch their Instagram profile, from an ordinary account, to a business account. Take a look at what it looks like below.

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So, how do ordinary people use Instagram Business?

Well, it’s really quite simple. But like all things it takes time, A/B testing, playing around with, or even just researching strategies to use. But here are some key things that I think you should take a look at if you’re thinking of branding yourself on Instagram.

  1. What’s your strategy? What makes you unique? Or not unique?
  • What I’m referring to here is, what’s the purpose of you using Instagram business. It’s important to have a clear understanding of your goals, motives and mission statement before doing anything else. The most important thing with Instagram is consistency. Without consistency, you risk looking sloppy, unprofessional and even unorganised. So, clearly layout how often you’ll post, what time of day, and choose a theme for your account.
  1. Who are you?
  • You need to discover who you are in every way. Go out and learn something new. Go out and try something new. Do something that makes you feel special and original and then post a bunch of photos about it on your account.

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  • I’m just kidding! You can do these things if you wanted to but really, what you need is to build a brand identity. If your brand identity is to be you, then be you! If it’s to be a fitspo model, then start working out. If it’s to become the next big foodie, then start taking photos of all your meals. Whatever it may be, be sure it’s what you want to do and stick to it. It’d be confusing to your followers if you had a bunch of different things going on.
  1. The Engagement Party
  • You’ve got to engage with your audience! Reply to comments you receive, like photos back, or even follow people back! It’s important to take on all opportunities and really make the most out of your experience on social media. Stay relevant by keeping yourself updated with who you follow (and maybe even your competitors).

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  1. Don’t be afraid to make mistakes 
  • Making mistakes is part of the whole process. If you don’t like a photo you’ve uploaded, delete it and re-upload a new one. If you’ve spelt something wrong in your caption, re-upload the photo with the right caption but be sure to sign “edit” otherwise you might get called out.

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These are some of my own tips just from using Instagram myself. Hootsuite has some excellent tips and guides for beginners using Instagram Business. Check them out and get down to business!

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

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