Hello All,
I am back on the second day. On such a rainy day as today many reflections come.
Many of us are affected by the crisis - by losing the job or having difficulties in finding clients or losing clients due to costs. Big companies were fighting against in 2008 with new improved global campaigns with enormous investments in media. Another ones were reducing stuff and the other ones were just cutting costs. Small companies tried to find another ways.
2008 and already years before showed us, we need to reflect our communication again. The traditional ways were not enough, new developed compaigns were not more unique, companies were spending too much on pitches for new big ideas. Already then you could see the new trend - away from classic. An approach to inconventional ways to attract the customers, barter deals, grow of BTL activities. All this is growing.
Why? All these unconventional ways are bringing us closer to the product. If you want to buy soem food, the most efficient way to convinve you about the quality is a degustation. Cosmetics - you can take a little test semple to see if it is something for you. And if your skin can tolerate it.
Another way to show the own capacity is to sponsor a raffle. Many hotels are giving special offers for price winning games, mostly a weekend to win. Satified customers will surely come back.
Another way are cooperations. The most popular form are promotions. If you buy a certain amount of a certain product, you will be rewarded by a special price gien by teh cooperation partner or its special offer. Some products that need to be sold, are specially prepared in cooking shows by celebrity chefs or in the restaurants taking part in the promotion.
All this is bringing the brand closer and makes it more real. Big ideas are great to give us a direction but the direct pulse is what we can held in the hand. It works and it will always work. Then what is better than this what I tested and what I liked.
Now I will go back to my Christmas observations and come back with more thoughts.
Have a great evening.
Martha
Montag, 23. November 2009
Sonntag, 22. November 2009
Human nature
Dear All,
It has been a long time I posted something here on.
Last weekend I saw the latest movie of Jennifer Aniston called "Love happens" (below the trailer):
http://www.youtube.com/watch?v=JYvFA0MFd-Y&feature=related
and it made me think. This movie is a pure entertainment, a real women movie. But there was something in it that I had to think about.
The hero, played by Aaron Eckhard is real sould solver. He wrote a book after having lost his wife and is helping another people to work their personal losses out. So far so good. At the end, the big hero had to admit he couldn't solve his own lost.
We all are wearing masks. At work, in public and sometimes even at home in front of our loved ones. We are talking about individuality, about the same rights for men and women: women being able to lead and men being able to show their pain. And what are we doing in the end? We are sticking with good old stereotype behaviours. Women are still less paid than men and need to work twice well to get higher level jobs and men are still showing their cold side. Selling of the own grand-mother is the rule and should someone show his human nature, it is considered as a weekness. Sad but true.
You will surely say I am exaggerating. Well... Being a marketeer I am a part of people business. I see human behaviour every day. We are living in extremely unhumanitarian times: companies reducing stuff for better profit, financial crisis, envy at work and in private life, no fun at what we do, politicians without real interest of working for their voters, bosses torturing psychically their subordinates, mobbing victims etc. The list is long. We want to change this but at the end we do nothing against for two reasons: there will be always someone doing worse to get our job and it is not up to a single individual to change the world.
All this is true and that is why we have a new trend in the time of the crisis. We focuss on individuality and on our selfbeing. Wellness trend is growing - we see things under the aspect what is good for us. We take every single possibility to trea us as kings/queens and avoid travelling as tourists. We are all looking for individuality. To pemper our body and soul we are willing to spend more then usually. Fancy food, special hotels (Romantik Hotels & Restaurants, Kempinsky Ressorts, Villa Rothschild or Ar Velin Avel), special healthy sports (yoga, pilates) or wellness treatments (massages, special baths, thermal holidays) - all this is helping us to feel better. And we are dreaming of romance:
This all allows us to escape our daily pression for a while. The world of marketing knows it very well and is overflowing us with a lot of offers. Are they all worth to be taken? It is up to us to chose - by trial or recommendation.
Christmas season is approaching and the constumer is overflowed with more offers. But I will write about this next time.
Best regards,
Martha
It has been a long time I posted something here on.
Last weekend I saw the latest movie of Jennifer Aniston called "Love happens" (below the trailer):
http://www.youtube.com/watch?v=JYvFA0MFd-Y&feature=related
and it made me think. This movie is a pure entertainment, a real women movie. But there was something in it that I had to think about.
The hero, played by Aaron Eckhard is real sould solver. He wrote a book after having lost his wife and is helping another people to work their personal losses out. So far so good. At the end, the big hero had to admit he couldn't solve his own lost.
We all are wearing masks. At work, in public and sometimes even at home in front of our loved ones. We are talking about individuality, about the same rights for men and women: women being able to lead and men being able to show their pain. And what are we doing in the end? We are sticking with good old stereotype behaviours. Women are still less paid than men and need to work twice well to get higher level jobs and men are still showing their cold side. Selling of the own grand-mother is the rule and should someone show his human nature, it is considered as a weekness. Sad but true.
You will surely say I am exaggerating. Well... Being a marketeer I am a part of people business. I see human behaviour every day. We are living in extremely unhumanitarian times: companies reducing stuff for better profit, financial crisis, envy at work and in private life, no fun at what we do, politicians without real interest of working for their voters, bosses torturing psychically their subordinates, mobbing victims etc. The list is long. We want to change this but at the end we do nothing against for two reasons: there will be always someone doing worse to get our job and it is not up to a single individual to change the world.
All this is true and that is why we have a new trend in the time of the crisis. We focuss on individuality and on our selfbeing. Wellness trend is growing - we see things under the aspect what is good for us. We take every single possibility to trea us as kings/queens and avoid travelling as tourists. We are all looking for individuality. To pemper our body and soul we are willing to spend more then usually. Fancy food, special hotels (Romantik Hotels & Restaurants, Kempinsky Ressorts, Villa Rothschild or Ar Velin Avel), special healthy sports (yoga, pilates) or wellness treatments (massages, special baths, thermal holidays) - all this is helping us to feel better. And we are dreaming of romance:
This all allows us to escape our daily pression for a while. The world of marketing knows it very well and is overflowing us with a lot of offers. Are they all worth to be taken? It is up to us to chose - by trial or recommendation.
Christmas season is approaching and the constumer is overflowed with more offers. But I will write about this next time.
Best regards,
Martha
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