MPC: Integrated marketing campaign – Commonwealth Bank

How the Commonwealth Bank showed us they “can” re-position

We are willing to bet we aren’t the only ones who were mystified by the billboards splashed with the word “can’t” over the past week. They were everywhere; bus stops, Airport Drive – “can’t”, and a URL address. Even more mysterious was the lack of branding associated with the billboards and the website – just who was associated with this integrated marketing campaign?

But, revealed this past weekend was the reason behind this integrated marketing campaign – the Commonwealth Bank’s (CBA) repositioning. Over the course of last Saturday night, the message was changed from “can’t” to “can” with the placement of the Commonwealth Bank’s signature diamond logo over the “t”. If people weren’t talking about the ad before, they are now.

The campaign is in two stages; the first, or the launch stage we could call it, was seen last week with the unveiling of the “can’t” posters. Beginning Sunday was the second, or the reveal stage, in which the bank literally changed the word “can’t” to “can”.

But, just what is it about this integrated marketing campaign that has got people hooked and talking? That would be the exploitation of human emotional reaction masterminded by the bank’s new creative agency, M&C Saatchi.

Conversely, M&C Saatchi have attracted attention with claims that this is not the agency’s first ‘CAN’ campaign, with claims that the CBA campaign bears a striking resemblance to that of the BT (British Telecom) campaign executed some 13 years ago.

Here are some of the techniques we have seen used so far:

• Outdoors – numerous teaser posters were hung in a variety of locations, sparking interest due to their simple message, yet lack of brand association.
• Digital – underneath the word “can’t” on the billboards, was a link to a website, whatiscant.com. Over 50,000 users visited the website, where upon each visit the site displayed a new message, such as “Can’t win”. Now, the website links visitors to the CBA website.
• Stunts – art installations, such as the word “can’t” on the back of a truck driving near the Sydney Harbour Bridge, were used to catch the eye of passersby throughout the first stage of this integrated marketing campaign.
• App – the CBA introduced an “augmented reality app” in collaboration with News Limited. Users reading their Sunday newspapers were able to download an app that, by simply holding their phone over the CBA logo, allowed them to view the new launch ad.
• TV ad – actress Toni Collette has lent her name and clout to the latest CBA ads. Speaking directly to the camera, the idea was to “bring to life” the CAN campaign.

All of this in an effort to replace the bank’s previous tagline and branding of “Determined to be different”. Now, it is all about CAN. According to the CBA’s chief marketing and online officer, Andy Lark, the idea was to create an “enduring legacy”. This is only the beginning of this campaign, but already people are talking about it across print, digital and social media.

But what is most striking about this rebrand through the use of an integrated marketing campaign is the commitment towards this CAN attitude from the entire company. The Commonwealth Bank showed us just how creative they can be. If they can do it, you can too! It’s time to start thinking outside the box.

MPC: Using social media marketing in retail

Why using social media marketing in retail is indispensable

As we know, marketing today is not just a one channel form of communication; it is increasingly reliant on social media and the two way channels of communication created by these platforms. It is a type of marketing that many businesses are using and can be extremely beneficial in the world of retail. Once upon a time, shopping was a hands-on experience that took place in-store. Now, the lines between the shopping experience in store and out of the store have blurred, and retailers need to get creative. For a while, it seemed as though retailers were a little lost amongst Twitter, Facebook and Pinterest. But, with an increased understanding, the use ofsocial media marketing in retail is on the rise as retailers begin to intelligently use these platforms to form pull campaigns and grow their consumer database.

Today’s consumers have many options (too many, some might say), making it more necessary than ever for retailers to stand out from the crowd. Even though a customer may not physically be in store, it does not mean they aren’t interacting with your brand in some way. What retailers need to provide is a unique, pleasurable, consumer experience; something they aren’t expecting, something new and above all something that will get them talking about your business in a positive way. Every moment of social media marketing in retail needs to count, and it needs to be branded, targeted and leave an impression upon your customer.

The positive experience a consumer had with your brand in store needs to continue to be just as strong once they’ve gone home – or online in this case.  As well, it is often the case that consumers hear about your brand online before visiting the physical store space, and any use of social media marketing in retail needs to be created and kept up with this in mind.

One clear example comes from Target Australia’s Facebook page. They have pulled customers in via open channels of communication and active, yet professional involvement, both of which have spread positive word of mouth – something money can’t buy. Here is what they are doing:

• Daily deals: Target posts daily deals (eg. 40% off sheet sets) that are only available to their Facebook users – otherwise known as optimised marketing, and an effective use of social media marketing in retail.
• Video marketing: Target has posted videos that explain the features of their products, promotions and events. This is a way of offering individualised information to consumers.
• Consumer/retailer interaction: the retailer has not only encouraged conversation between its consumers, it has pulled customers into conversation with the brand. Any consumer problems or comments are responded to with a constructive solution, which is really customer service at its best.

This is just a sampling of the ways social media marketing in retail can be utilised. It is time for marketers and retailers alike to reinvigorate the retail spaces accessed by consumers, namely those online. Look beyond traditional marketing rules to make your business’s social media pages irresistible to your consumers. There is no set way to do this – learn to listen to your customers and always be willing to change with the times. It is time to get creative and give customers quality and relevant content!

MPC: Understanding your competitors

Why understanding your competitors should be part of your business strategy

We all know the saying “keep your friends close, but your enemies even closer”. How about if we changed it around to say keep your clients close, but your competitors even closer. By understanding your competitors we have the first part of your business strategy!

In a recent blog post, we spoke about long-term business relationships. Mentioned in this post was the idea of maintaining business relationships with your competitors – an idea that may seem strange, but makes perfect sense when considered. Essentially, your competitors hold the answers to what will push your business ahead of the game.

Through analysis and comparison of your business competitors, you will gain knowledge and insight into what will give you a distinct advantage. The key tounderstanding your competitors lies in the “who, what, when, where and how” of a business strategy.

• WHO are the key players in your competitor’s business and WHO are they targeting?
• WHAT are your competitors doing within your industry as well as online?
• WHEN are they engaging the most clients or obtaining the most profit?
• WHERE are they engaging these clients or obtaining the most profit?
• HOW are they engaging their clients and HOW are they perceived by them?

 

There are several locations, most specifically online, where it is possible to find information, which makes understanding your competitors even easier. Basic Google searches, Google Alerts, LinkedIn, Facebook, HyperAlerts, Twitter, YouTube, social mentions, Geo Location networks (Foursquare, Gowalla), review sites (Yelp, Merchant Circle), Q&A networks, forums and bulletin boards, annual reports and company websites are all points of reference for comparing your competitor’s strategy, products and client relationships with your business’s own.

By understanding your competitors, you can identify their strengths and weakness. You will see what works and what doesn’t, subsequently using this information to arm your business with a strategy that will give you the means to differentiate and stay ahead of the game.

One last bit of advice: keep up with this analysis. Make sure understanding your competitors is part of your operations plan and analysis is carried out every 6 months. Your competitors are most likely analysing your business, so their strategies will be constantly changing as well.

MPC: SoLoMo

What is SoLoMo and why should you be using it?

If you break it down, SoLoMo stands for Social, Local and Mobile. It is the latest buzzword on the lips of marketers everywhere, and is a strategy that businesses need to know about.

SoLoMo is an extension of what we’ve been doing already – marketing and selling products through social platforms. However, this strategy also uses location, making it a hyper-relevant form of communication with both current and potential consumers.

Marketing now exists around mobility, and social networks such as Facebook and Twitter have all had a strong impact upon the way consumers purchase. Likes, reviews, check-ins and comments are now more meaningful to consumers than official information sources.  SoLoMo relies on word of mouth and social recommendation, both of which influence consumer’s buying behaviours.

A great example of SoLoMo in action is Groupon’s ‘Groupon Now’ app. The app is location aware, meaning that nearby, geo-targeted deals are delivered to a user’s mobile phone. A business’s product is literally in the pocket of a consumer. Now that’s SoLoMo!

Of course, as with all marketing strategies, there are dos and don’ts. These are ourSoLoMo top 5 tips:

1. DO ensure your content is easily “shareable”. You want consumers to be able to readily share links to your business and its products on their social media pages.
2. DON’T rely solely on Apple users.  Androids are becoming just as popular, so ensure your technology can be used by all mobile and tablet users.
3. DO let your customers provide feedback. Peer recommendation is most important to consumers’ buying decisions, so provide a way for your consumers to talk back – to you and other clients. This is what SoLoMo is about.
4. DON’T bombard your users with messages. Consumers aren’t going to respond positively if they feel they are being invaded with messages at inopportune moments. No spamming people!
5. DO deliver users simple and valuable messages. The screen is small and the interaction time is short, so you need to deliver something attention grabbing yet meaningful.

While SoLoMo may be the buzzword of the moment, businesses should look at sending out content through social, local and mobile platforms. However, as with any digital marketing strategy, the rule of thumb is quality, not quantity.

As we have seen, digital marketing through the use of social media and mobile platforms is here to stay. Its influence is so strong that marketers and business owners alike cannot afford to ignore digital marketing strategies; it’s an important part of the marketing mix. However, relevance is key. Quality content, placed in the right place and the right time always.

MPC: Long-term business relationships

Why are long-term business relationships so vital?

It may seem small or simple, but there is something to be said about long-term business relationships when it comes to running your company successfully. It is true that long-term business relationships can be easily overlooked and we often favour the details of the products and services instead. However, in the long run, we cannot afford to overlook this side of the business. 

On the most basic level, it is necessary for you to form strong client relationships for your business. However, you also need to have well-formed, long-term business relationships with your employees, vendors and, while it may surprise you, your competitors. It is your clients, employees and vendors that will carry you and your business through the tough times. Furthering this, it is advised that you foster business relationships with your competitors to share resources, tips and practices – all of which can only serve to build your knowledge base and consequently strengthen your business.

Fostering and building long-term business relationships is no different to other long-term relationships – it can be equally as time consuming and expensive (rather than dinner dates you’re dishing out for advertising!), but it can be equally as rewarding!

Here are our best tips for achieving long-term business relationships:

• Encourage feedback: by encouraging constructive feedback from the people within your business relationships (clients, employees, vendors and competition), you will know how you are performing. Marketer Patrick Scullin says, “If you know where you stand, you stand stronger.” Look at our client audits page for more information.
• Listen, don’t just talk: people want to be heard! Listening rather than speaking will show you’re prepared to take the time to understand – behaviour that will keep clients coming back and lead to referrals.
• Keep in touch: formulate a daily routine for keeping in touch with your business relationships. Devise a plan to ensure not too much time passes without being in contact with these important people. Develop a Customer Relationship marketing program to remain front of mind with all your key stakeholders and business relationships.
• Be honest: even if you don’t know the answer to something, be upfront and simply say you don’t know (and then offer to find out the answer!). People really appreciate honesty, and that it is a vital foundation to form a strong, long-term business relationship.

Don’t make your business strategy all about the sale at hand – if you want your business to survive for the long-term, you need to be in for the long-term…business relationship-wise that is. Don’t learn the hard way. It is these long-term business relationships that will keep your business strong and successful through the good and the bad times.

Keep in touch with your business contacts to form long-term business relationships.

MPC: Clever campaigning – social media marketing

How The Hunger Games played the social media marketing game

It is highly unlikely you did not hear about the blockbuster movie The Hunger Games. Without knowing what it was about, you knew you had to see it right? People were talking about it, all over Facebook and Twitter it seemed. Now stop and ponder this for a second. How did it happen that everybody was compelled to talk about The Hunger Games before they even knew the plot? Some very clever social media marketing is the answer!

The following are social media marketing strategies used by Danielle DePalma (the brains behind the social media strategy) in The Hunger Games campaign, and all are strategies that can be used in your company’s social media marketing plan. 

• Use each of your social media platforms for its unique qualities. Each platform is different (Facebook for branding, Twitter for hashtags, Google+ for circles and hangouts). Tap into each of these unique qualities; post product pictures on Facebook, create a hashtag for your company on Twitter and “Start a hangout” with your clients on Google+.
• Tease your followers. You want to keep your audience coming back for more! Don’t give away all of the information about your new product or promotion at once. Release information slowly and you will spark customers’ interest over a period of time.
• Be flexible. Social media is all about conversation, between you and your customers. You need to listen and respond to what they’re saying and allow for changes in your social media marketing strategy along the way. Constantly reassess your strategy to meet your customers’ needs and interests – make their interaction with your company an enjoyable one!
• You’re in for the long haul. Your social media marketing strategy needs to continue to communicate with and engage your customers. Come up with new promotions, post new pictures and interesting stories you’ve seen. You’ve come this far…

We know it can be easy to forget the necessity of keeping up with your social media marketing strategy. Don’t just open a Twitter account, post a couple of Tweets and think you’re done with it. No way! As we’ve seen with The Hunger Games’ social media strategy, these digital platforms hold so much potential for building your client base. Social media is here to stay – embrace it and use it to your advantage.

MPC: What is Google+ and why is it a useful marketing tool for your company?

Marketing plus Google+

Google+. It appears that not much is known about this social media youngster! We here at MPC decided to investigate – so we set up our own Google+ page. It may seem foreign, it may seem scary, but we can happily report back it isn’t so. It’s a great tool for marketing! So what is Google+ all about? 

To put it simply, Google+ is a combination of Twitter and Facebook… sort of. Like Facebook there is a profile where you put up pictures and post photos, updates and articles. And like Twitter you have a ‘stream’ where the posts made by the people you follow appear. Google+ exists as a platform for personal and public use – it is another tool that can be used by companies for marketing. It’s all sounding familiar so far. However there are two key differences to note:

• “Circles”. You organise your Google+ friends into groups, or what Google has called “Circles”. When you make posts, you can direct them towards certain “Circles”. For example, a company would direct a post about their new in-store promotion to their “Circle” named ‘Clients’. It is targeted sharing – you can have several conversations going at once, delivering diverse content to current clients, potential clients and even suppliers.
• “Hangouts”. This is a group chat feature. Users click “Start a hangout” and a message is sent out to your “Circles” that their friend is “hanging out”. Users quickly join in! In this case, the director of a company would send out a message on Google+ to say they were “hanging out” and customers could join in to chat. This is a great way to personally answer questions, to learn what the customer wants and is interested in!

 

It may be true that Google+ is yet another social media platform. Between Facebook, Twitter, Pinterest, Instagram, blogging and a website, you may be questioning the usefulness of adding another social media platform to your marketing strategy. But, consider what makes Google+ different to its counterparts, especially in terms of marketing.  You can target differing messages to specific people and you can directly video chat with clients, or even strategic partners located in different parts of the country, demonstrating just how client-orientated you and the company are. Both these differences can and will optimise the effectiveness of your company’s marketing reach. However, be sure to keep a clear social media marketing strategy in mind! Post information that your clients will find relevant and engaging – and do it regularly.

Give it a go – it can only boost your online presence (remember Google wants to get as much information about you and your company is it can and will reward you for using Google products!) Add us on Google+  ‘Marketplace Communications’, to see what we’ve created.

 

MPC: How to develop an effective logo

A logo is the core to your company’s branding activities.

Your logo is a graphical representation of your company or branded product, so it needs to be unique and memorable, while still staying true to your brand.

Interesting fact:  the use of logos can be traced back to the Renaissance period, when goldsmiths, masons and potters used pressings, marks and even thumbprints to identify their work. We’ve come a long way since then… or have we?

What makes a great logo? A logo is used to identify. It must be immediately recognizable, and must inspire trust and loyalty with the company.  It must set you apart from your competition.

A logo should be:

• Simple in design and unique without being overdrawn. Simple!
• Memorable. This is achieved by having a simple yet distinctive logo design. Make it easy for your customers to recognise and remember your brand.
• Timeless. Will your logo be effective in 10, 15, 20 years time? It is all too easy to choose a trendy logo that is cutting edge and right on the money… for now. But what happens in 3 years time when everyone is using the same principles as you? What happens in 10 years time when your so-called cutting edge design looks dated and irrelevant? It’s better to stick with a design that is unique, classic and appropriate, rather than jumping on the latest logo bandwagon.
• Versatile. Can your logo be used across a variety of mediums? Can it be resized? Work in both horizontal and vertical formats? No? Well it’s time to look at how this can be achieved. First point of advice, design your logo in vector format and make sure you have a graphic designer who understands the printing process.
• Appropriate for your business and industry.  It is important to make your logo appropriate to your industry as it can act as the reputation that precedes you in the marketplace. If you have a daggy logo, your company can be perceived as daggy (not great!).

 

Your company or brand needs to have a strategy to determine how you wish to be positioned in the market; your logo is an important element of this brand strategy. It is what makes your company’s image unique, so getting the logo right is very important!  It all comes down to having a great concept and being able to provide great execution. If you can’t or don’t want to design your own logo, hire a graphic designer who understands your brand, how you would like to be positioned and what you want to achieve. Get it right the first time!

Remember that you want to be remembered… but for the right reasons, not for your poor choice in logo design!

MPC: How to use video as a marketing tool

Lights, Camera, Video Marketing

In our past blogs, we’ve discussed everything from Pinterest to the new Facebook timeline. Just about everything in the social and interactive media world has been covered, except for one vital tool. Any guesses? You’ve got it; video marketing!

The days of companies using simply text on their website is long past. We can now see links to Facebook and Twitter pages, blogs, podcasts – you name it! However, we are also seeing more and more videos or links to YouTube channels – that is video marketing right there. 

I hear you asking, “But just how can video marketing promote my company or product while attracting customers?” Here’s how:

• It is a great way to solidify your online presence – something which is all too important in this age of technology. Current and potential customers can access your video/s anywhere and anytime! Whether a client is in store or shopping online at home, no matter if it is 10am or 10pm, they can find a video about your company or product. Most importantly YouTube is the second most used search engine. Something to keep in mind!
• Similar to marketing via podcasting (see last week’s blog!), some of your customers will naturally prefer to see and listen rather than read about a product – either they learn better this way or simply don’t have the time to sit down and read. Video marketing will grant you access to this group of current and potential customers.
• Probably the best feature of video marketing is that it can be used to explain the features of a complicated/technical product or service. Packaging can only convey so much information, so having a video explanation online can help a customer understand your product or service and make their decision in your favour! Here’s an example from New York City audio visual retailer B and H who have used video marketing to provide customers with expert info about one of their products. (http://www.youtube.com/user/BHPhotoVideoProAudio)

Video marketing is an engaging and fun way to explain your company and its products. It is a personable way to demonstrate to your customers that you can and will meet their needs. It can be easily distributed across your website and existing social media platforms for maximum exposure. And, saving the best for last, video marketing is free (unless of course you choose to employ a production house)!

Remember your audience, what they want to know and what YOU want them to know. Keep it short as the consumer’s decision making process is fast and their attention span is SHORT! Use SEOs appropriately to ensure your videos can be easily found in a customer search. Most importantly, clearly define your aim with video marketing and how it fits into your Signature Strategy. Check out the MPC’s YouTube channel to see how we have used it as a marketing tool.

Lights, Camera, Action!