Monthly Archives: July 2014

It’s Summertime! Where are the Kids?

Kids

It is finally summer and everyone is happy to be outside enjoying the sunshine. However, along with the freedom of warm weather comes concerns of parents about their children’s whereabouts. This is especially important when the kids are at the beach and can easily wander too far from their home base.

Nivea addressed this problem, developing an innovative way to track children at the beach. Nivea’s sun screen product was marketed in Brazil using a clever advertisement that contained a tear-out bracelet with an embedded tracking device. The bracelet was constructed from a humidity-resistant paper that could be placed on a child’s wrist and used more than once. Parents could then down-load a special app, link it to the bracelet, and set boundaries and alerts to track the child’s movement. If the child gets too far away, the bracelet triggers an alert to the parents’ smart phone, which could then locate the child.

While this ad was specifically targeted for young mothers living near Rio de Janeiro’s beaches, it would be a great app for other markets as well.

Group Activities and Discussion Questions:

  1. View the video: http://youtu.be/nZ532wkhHYs
  2. Divide students into groups.
  3. In groups, have students determine other products that could use this technology in its advertisements.
  4. In groups, have students brainstorm other applications for this technology.
  5. Finally, have each group develop an ad based on their decisions.

Source: Ad Age Daily

 

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Loyalty Programs Engage

Loyalty

Open your wallet. If you are like many consumers today, there will likely be a few loyalty reward program cards in your wallet. Perhaps it is for coffee, gas, smoothies, haircuts, or something else. When did these start, and more importantly, do they work?

A new report studies 6,000 consumers and found that 69% of participants in loyalty programs are satisfied with the program. Millennials even alter their purchase behavior based on loyalty offerings; 68% change purchase behavior to get loyalty rewards and 60% will switch brands if incentivized. The study also found that the average number of loyalty programs people are enrolled in is 10.4, but only 70% of them are active. And, more than 65% of people also want to engage with loyalty programs through mobile devices.

Among the top brand loyalty programs are Dove, Papa John’s, AMC Stubs, Kohl’s, Adidas, Jet Blue, and Marriott. What’s in your wallet?

Group Activities and Discussion Questions:

  1. Discuss loyalty programs and their impact on sales.
  2. View the report and Web site: http://bondbrandloyalty.com/home/
  3. Poll students: List all the loyalty programs they use.
  4. What is the benefit from these loyalty programs?
  5. Divide students into groups. Have each group select a product that does not have a loyalty program, and then develop a loyalty program for that product.
  6. Debrief by comparing the elements in each new loyalty program.

Source: Ad Age Daily

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July 2014 – YouTube Trends Map

Youtube

Each month we highlight recent YouTube trends, and each month the different groups (gender, age, and region) show different preferences. But this month viewers really showed a difference in the most-watched videos, skewing directly along gender and age lines. The most popular video watched by females was completely different than the video watched by males. Various age groups showed even more pronounced variations in what they watched.

YouTube posts a daily trends map based on demographics as reported by its account holders. Rankings are based on the number of views and can be separated by age, gender, and location. Through the aggregated data, YouTube Trends show us the most popular video in real time and gives ideas about trends that are developing within the YouTube viewing community. The map is a visual representation of the most viewed videos over the past 24 hours across the U.S.

Group Activities and Discussion Questions:

  1. Poll students: What are the YouTube videos they watch the most?
  2. What videos do they think are more popular for men vs. women? By various age groups?
  3. Bring up the YouTube trends map: http://www.youtube.com/trendsmap
  4. Divide students into teams. Have each team select a specific target market and geography and view the most popular videos in that area.
  5. Discuss how this information can be used by marketers.

Source: YouTube.com

 

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