Does a business need to know the demographics of its online audience? Is it necessary to use traditional marketing strategies in the digital world? These are some of the questions the girls at Zeelous are asking…
Advancements in technology and our growth of the digital age means a business can access information and attract its audience in one humungous community: Social Media. With numbers of users growing vastly, is there even a need for a company to gather statistical data about populations or age ranges? Are businesses wasting time (and money) carrying out surveys on audiences’ religious beliefs and interests when it’s readily available with just a few clicks?
Zeelous appreciates the need for numbers and percentages – but if we were to think beyond tradition and towards digital – is there a need to find the certain characteristics of your audience if they are ALL positively engaging with you via social media? Of course a business cannot survive without knowing its audience and their needs, but social media has definitely turned traditional marketing on its head.
When considering the few great marketing campaigns of years gone by, there’s always one company that consistently crops up no matter which market segment you ask – Guinness. Their iconic and intelligent adverts have delighted consumers since the early 20th century, but why is it that this Irish stout from Dublin has the power to stick with consumers right up to the bar when other companies that also spend multi millions on campaigns often flounder when it comes to consumer retention?
Nick Britton, Guinness Marketing Manager at Diageo, said that Guinness has a history of iconic advertising and that “Guinness has always been synonymous with iconic advertising and the brand presents great territory to connect with consumers that never settle for the ordinary.”
Perhaps this ‘connection’ with the consumers is the reason these adverts remain ingrained into our thoughts however, how do they account for consumers who actively do not drink Guinness but are still amazed by their advertisements? Perhaps this is the genius of AMV BBDO that attributes to Guinness’ award frequently being decorated with industry praise and awards.
At Zeelous, we decided it was time to look back through Guinness’ marketing history and try out “17:59 – Guinness Time” for ourselves.
This simplistic advert was created as part of a campaign by J Walter Thompson (JWT) who took over the Guinness account in 1969. “Black Pot” helped to enforce the brand’s uniqueness compared to other beers due to colour and texture and won the brand critical acclaim. We at Zeelous love the fact that this advert is not pretentious or overly intelligent. It is minimalist and focuses around a single idea – the synchronicity between potting the black in snooker and finishing a pint of Guinness – C’est Magnifique.
‘noitulovE’ was another brainchild of AMV BBDO and won the Grand Prix at the Cannes Lions Advertising Festival and Zeelous believe that was rightly so! To communicate to consumers that drinking a pint of Guinness is the fault of millions of years of evolution and was almost preordained throughout science and history is a very clever way of promoting brand awareness. Who wouldn’t want the purchase of their product to be thought of as a basic human instinct?
The ‘Clock’ advert is Guinness’ latest offering to the marketing world and was unveiled in January 2013. Guinness and AMV BBDO almost seem to be retracing their steps back to previous ‘story-telling’ adverts such as ‘Surfer’ and ‘Tom Crean’. Whatever the thinking behind ‘Clock’ we at Zeelous are big fans and love how Guinness seem to be able to consistently personify their brand to identify with day-to-day human life and interaction. Hitting the brand positioning and awareness jackpot again, hey Diageo?
Albeit not the most original choice for the top spot but this is undoubtedly, in our opinion, the best advertisement created by Guinness with few competitors or even companies in general ever coming close to this level of creativity without being too random or too generic. We take our hats off to you!
During this run down of Zeelous’ favourite Guinness advertisements, we are well aware that we haven’t even scratched the surface of any of Guinness’ print ads or even their general marketing strategies that excite us even more. What we have learnt from this however, is that one thing that is for sure; this is a marketing department that truly is ‘Made of More’.
Is Email really an effective way of marketing? Every single morning I wake up to approximately 15 unread emails all from companies who are trying to sell me something, but the question is does it really work? For us, NO!
I would argue that email marketing is an outdated way to reach your consumers as every single company is doing it. There is nothing special or outstanding about sending a customer an email, how can you guarantee that the consumer you are trying to reach is going to open the email and act upon it? Thats the thing, you can’t.
However, although I think email is outdated it still has its perks. Here are a list of ‘good’ things that email marketing can provide (taken from eMarketing eXcellence, Dave Chaffey, PR Smith):
1 – Relatively low cost, email is substantially less than direct marketing.
2 – Direct response medium encourages action. Email marketing encourages click through to a website, where the offer can be redeemed immediately. This increases the likelihood of an immediate, impulsive response.
3 – Faster campaign development. Lead times for producing creative and the whole campaign life cycle tends to be shortened than traditional media.
4 – Ease of personalization. It is easier to personalize an email than a real physical ‘snail’ mail.
5 – Options for testing. It is relatively easy and cost effective to test different email creative and messaging.
6 – Integration. Through combining email marketing with other direct media which can be personalized such as direct mail, mobile messaging or web personalization, campaign response cab be increased as the message is reinforced by different media.
Taking on all these points what do you think about email marketing? Do you just delete your incoming promotional emails? What do you expect a company to do to grab your attention? Let us know your thoughts!
I’m sure your all aware of the term ‘viral marketing’ by now and the girls at Zeelous are very proud to have made a video that has become viral. With this in mind, we feel it is appropriate to do a little piece on the power of viral videos and how they reach success in such a small space of time.
For those who don’t know, it is the concept of encouraging word-of-mouth referrals online and as a result, it is indisputably one of the most effective mediums of on-going self-promotion a company can employ. Viral marketing is a clever way of promoting your website as you are effectively getting your audience to do all the work for you, but for this to be successful you will need a fantastic idea and a brilliant strategy to get people aware of it.
Rather than explaining viral marketing, we feel that a perfect way of showing the success of viral video’s is to give a very current and hugely successful example, YG Entertainment’s Gangnam Style.
Step 1 – the set up stage.
YG Entertainment had spent a significant amount of time, before the song came along, setting up an office in America and exploring partnerships with artists such as Will.i.Am. At this point they were preparing their audience and connections for the right song to arise.
Step 2 – the content
Now that they had prepared the platforms and audience they were ready to really gain exposure when the time was right. Their focus was now to make the content something special.
The song was eye catching; the bright flashy colours being hugely attractive for kids. Crucially, language was not a barrier, instead comprehensible lyrics were replaced by a ‘catchy lyrics and a punchy chorus.’
Step 3 – coverage
On day one, the YouTube video had received over 500,000 views and by the slow and decline they finally reached a whopping 1 billion views. This was due to tweeting by celebrities and online articles by Gizmodo and Gawker, but was mostly down to the way the campaign was cleverly and strategically planned to get everyone watching the video.
From this example we see something really special arise in such a small space of time and it clearly demonstrates the power of viral marketing. We love seeing new viral videos arise, such as the Harlem Shake and how they manage to get everyone in on the hype from something so simple, but we know at Zeelous that behind the scenes, it’s more than just a video.