How negative feedback can turn into a positive outcome

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We have all hear that knowledge is power, and with the social technology we can access on a daily basis, consumers have access to a vast amount of  information  online. Whether it is reading hotel reviews on Tripadvisor or downloading their local grocery catalogue, consumers have the power and will make their decision based on the information at hand.

This is all well and clear. The question is  however how do we get the consumers attention and finally loyalty? We are now in an era of what you can call an experienced based economy, meaning that through services, tools or goods business can create a memorable event for their consumer something that will conect them with the brand and company.

A recent study; “Customer Engagement: The Best of the Best,” SAP and Forbes Insights talks about how companies that have transformed their marketing strategies with the main focus being on the customer.

An example of this is the Switzerland based grocer Coop. They launched coop@home a grocery shopping app, were customers could also leave feedback. To their surprise surveys showed that the most loyal customers were in fact the once  that had launched a complaint and then been taken care of. This relates not only to the experience based economy but also to the service recovery paradox, which is when a customer ends up thinking more highly of a company after they have corrected a problem. From personal experience if the company I work for receives a negative feedback regarding our product or service, this would be seen as a great opportunity to not only touch base with your customers on a more personal level but also influence the way the customers view our company. In all cases any complaint received has been turned into a positive outcome for both the company and the consumer by providing a positive experience and satisfying the consumers needs. Negative feedback is easy to ignore at the time being, however by avoiding this feedback you are loosing a great opportunity to improve whatever it is that your consumers are unhappy with, it is also a great way of attracting that loyal customer base we all want.

What do you guys think? Have you ever been in a similar situation were negative feedback have had a positive outcome?

Meme watching a great tool for market research?

“Netflix N chill”

I will in this blog post talk about the success of the meme, I am sure many of you have heard about, “Netflix and Chill”.

The origin leads back to the social media channel twitter. A tweet were posted regarding how “Netflix and chill” it is just and invitation to hook up rather than watch a movie. Many must have felt this way as this tweet got re-tweeted content got featured on other social media channels, and before you knew it everyone was using this meme. Even communities and events were created on Facebook with more than 23 000 people attending.

Netflix even jumped on the wagon taking advantage of the meme s popularity and released a Netflix and Chill button that would enhance your viewing experience by diming lights, ordering take out and putting your phone on silent.

They also encouraging customers to create their own Netflix and Chill button and sharing their experience, creating a bond between the business and consumer.

Its difficult to say whether or not this meme has resulted in a positive outcome for the company Netflix, however its free exposure and the fact that a vast amount of their target market are talking about their brand has to count for something.

A university student in Texas, Okasheh  saw his opportunity to launch a product based on this meme a condom called “Netflix N Chill”

He said the following: “I saw a couple memes have been floating around, and I was like, ‘Oh my God, I think it would be hilarious to quickly sell condoms”.

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Pablo Rochat is another student who also happened to be the host of the Facebook event Netflix and Chill in US, saw the opportunity to launch his app knock knock, which lets you connect with people in the immediate area, which resulted in a huge success for his business using the Netflix and Chill events to sign up people to his app, by providing freebies.

Although the meme is on its way out it left behind a great opportunity for free exposure and room for innovations.

What do you guys think? Is meme watching a good way to do market research?

When does marketing get too personal?

Never before have so many people shared so much information about themselves, and most with so little concern for their own privacy, handing out essential information often in return for free access to services or goods.

It must have only been a generation ago were we kept all basic information tight to our chest! I know my grandma still operates in that way, refusing to give out any card details. However when signing up on social media sites we willingly share our birthdate, favorite pets, movies, and other information required by online services, without thinking twice. And before we know it we will be receiving email, of the latest movie releases in our favourite genres wondering how they got to know us so well.

These days all the bits of information we leave behind  is digitalized and available ready to be packed up and sold to companies. Many of us settle with the fact that its what you have to trade in to be able to access certain parts of the digital world. The concern is however more on the information we give away daily without even being aware. Essential information are given out through our loyalty cards at the grocer, that are used by the retailer to create flyers fitting your personal needs. I think by now were all aware of the incident when Target discovered a girl was pregnant before her parents even knew..!

This market of new parents are infact a retailer’s holy grail! And has become a huge focus for the marketers of huge chains such as target.Why such a huge focus on this market you say? A marketer working for target explains that there are some periods in a person’s life when old routines fall apart and buying habits are suddenly in changing. One of those moments is right around when parent are expecting a child, and are overwhelmed by the latter. This is when their shopping patterns and loyalties are up for grabs. Timing is therefore everything.

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Due the fact that most birth records are public, the moment a couple have a baby, they are receiving offers from all sorts of companies. Therefore the key is to reach them at an  earlier stage. Therefore the statisticians working for target, focuses mainly on the shopping behavioural of women between the age of say 18-40, to try figure out if they are expecting. This is most obvious in their second trimester, which is when most expectant mothers begin buying new items such as maternity clothing vitamins and so on. Marketers working for target states that soon they we’ll be sending you coupons for things you want before you even know you want them.”

I personally find this all a bit invading and overwhelming, however as a consumer I also see the benefit of targeted advertisement. What do you guys think?

Smartphone your new Companion?!

This is a slightly different approach to the weeks topic on Social media marketing on smartphones.

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An app that Virtually walks you home! Is it marketing? Decide for yourself!

 

The Companion app was originally designed to assist students walking home across university campuses in the US. The application for smartphones is currently being used as a safety measure not only to create a personal bond between the university and their students but the app also helps assist them in every day life, and making sure they are safe on university grounds.

 

As shown in the video, the app enables users to request a family or friend to keep them company an track their journey home, via GPS or an online map. If anything were to happen, such as if the user navigates of the track, or starts running, an “OK” button will appear on the phone that the user will have to push within 15 seconds to confirm their safety. If they were to not push this button, the security at the school will be notified as well as the police with the exact location of the user. However in order for it to be able to work in operation with the security department of he students university the schools need to be signed up with Companion. The app as mentioned can be used by universities to create a safer environment for their students, it is a way of continuing to market their product (school) as safe as well as attracting new consumers by gaining a great reputation as being a safe place to live and study. This has been greatly appreciated by the students parents as well as the students themselves through feedback. The app has has such a great success and it now requested by schools in several countries around the world.

Like Kapler stated, organisations  (in this case university) needs to focus on customising their messages, s that it fits the individual user, which this app has done so well by applying its features to the consumers exact whereabouts. The app is highly relevant and have been created thereafter and is not found annoying or nuisance by its users but in fact the opposite. The consumer are constantly engaging with the app, by having to put in details in the GPS as well as confirming their whereabouts and safety. I have used the app myself, and found it very appealing and also easy to use.

Back in the days you would have had to call someone and speak to them for the entire walk home in order to get the same type of feeling of safety, however now you simply just access the app on your smartphone and you are good to go!

I think this app is a great example of a marketing tool, that is disguised by being so relevant, necessary creating a sort of child – parent relationship between the consumer and brand. I know if I was a parent I would want my child to study somewhere were safety was  high priority.

 

What do you guys think? Is this app as an effective marketing tool as it is a safety tool?

One of the most effective marketing campaigns ever was a job add.

IMC and Viral Marketing.

To demonstrate the power of social media through integrated marketing communication, I will use an example of a marketing campaign launched by Queensland tourism that went viral within hours exceeding every expectation. The success according to Don Morris the chairman, was due to the simplicity of the message.

“The best job in the world”

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By the use of social media, a YouTube video about a work position as an animal caretaker among other tasks on the Hamilton islands in Queensland went viral. We can ask ourselves why? Was it due to the generous salary of 150 000 AUD for only six months work and access to a private villa, or did the message hit home when being offered an opportunity to take care of animals? One of the main messages that were conveyed through the video was that this was a lifetime chance and experience money could not buy!

Don Morris could not have picked a better time to release the campaign. It was in the middle of European winter, and it certainly grabbed the attention of the world with more than 30 000 people form over 200 different countries applied for this position. 7 million visited the site and the contest involved another 423 000 people that partook in voting when the final contestants were picked out. The media campaign was valued at 200 million AUD and it was estimated almost 3 billion people have been exposed to the campaign. The choice of marketing channel allowed the video to be shared on multiple social media channels, creating an electronic word of mouth with fast spread.

During the Cannes advertising festival, the campaign took home a grand prix award in three categories, PR, direct and cyber, something that has never happened before, and with a budget of 1.7 million AUD.

When watching the video what do you think was the reason for the campaigns success?

One of the video submitted for the position, by Mitchell from Canada.

http://blog.queensland.com/2013/03/07/best-job-in-the-world-application-videos/