Tag Archives: mobile marketing

Ads, Ads, Everywhere….

 

Advertising is everywhere. Actually, make that EVERYWHERE! As far as the eye can see, it can land on an advertisement or promotion. Whether it is traditional media (such as radio and TV) or other places such as billboards, vending machines, bus stops, toilet stalls, gas pumps, subway turnstiles, street crossings… you get the point. We are surrounded by advertising.

A recent study estimates that daily media consumption is now at an all-time high of 9.8 hours. However, the good news for consumers is that they now have more tools (such as DVRs and remote controls) for avoiding ads. Another study noted that message and brand exposure can range anywhere from 3,000 to 20,000 messages per day. The higher numbers include labels seen in stores (or on clothes), ads in mailboxes, cars on the highway, etc. However, consumers cannot really process that many exposures. What does it amount to?

  • 5,000+ ads/brand exposure per day
  • 362 “ads only” exposure per day
  • 153 “ads only” noted per day
  • 86 “ads only that gain awareness per day
  • Finally, only 12 “ads only” made an impression

Bottom line: Only a very small number of advertisements make it through our filters and lead to sales. The tricky part for marketers is to determine which ads are the important ones.

Group Activities and Discussion Questions:

  1. Have students look around the room and in their backpacks/bags. How many ads or brands do they see?
  2. Poll students: Who watched TV last night? What ads do they recall?
  3. Show the article with chart: https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
  4. Put students into teams. Have each team identify an advertisement that they can recall and believe is effective.
  5. Have the teams explain how this ad was effective.

Source: SJ Insights, Media Dynamics, Inc.

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New Dash Buttons for Quick Reorders!

buttons

Consumers are usually in a rush. And we also forget to re-order certain products in time to prevent a stock-out at home. Luckily, Amazon has a solution for easy reordering of 266 different products, just in time to avoid running out of basic supplies! Just push a button and the order is placed and shipped automatically. The company now offers three new product options that can be ordered via Dash – Amazon gift cards, Amazon Basics batteries, and Amazon Basics pet supplies.

Amazon Dash Buttons are now available for more than 266 different consumer products, including customer favorites such as Tide, Bounty, Clorox, Gatorade, Gillette, and more. Buttons are small Wi-Fi connected devices that can be attached to most any surface or location. To use it, customers download the app, sign into their Prime account, connect Dash to Wi-Fi, and select the product to reorder. Amazon sends an order confirmation to the customer’s phone, making it easy to track or cancel the order. The buttons initially cost $4.99 and are available only for Amazon Prime members. (For every Button purchased, Amazon gives the buyer $4.99 in credit.)

No need for a list – or for going to a store. Just press a button and products appear soon after!

Group Activities and Discussion Questions:

  1. View Amazon’s Web site and video:

http://www.amazon.com/b/?node=10667898011&lo=digital-text

  1. While the buying process may vary slightly for different products and target markets, the basic 5-step process remains the same: problem recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
  2. Discuss the difference between convenience, shopping, specialty, and unsought goods.
  3. How does the Dash button fit into the buying process?
  4. Will it work for products that required extended decision making?
  5. Divide students into teams. Have each team identify other products that could benefit from this approach as well as product or services that would not benefit from the reorder buttons.

Source:  Brandchannel.com

 

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Red Wing Shoes Adapt to Women

RedWing

While there are certainly brands and products that are only targeted at one gender, these brands might be missing a big opportunity to bridge the gender divide. And we don’t mean the “pink it and shrink it” approach to market products to women. Companies have to understand the female shoppers’ needs and wants, and make sure to build unique products for them.

One company that is taking a more female-centric approach is Red Wing Shoe Company in Minnesota. It worked out its $300+ boots were being purchased by women, not large boys, and took action. A big clue was the surge in small shoe sizes, followed by a big uptick in social media postings.

After discovering that women account for roughly 10% of its Men’s Heritage collection sales, the company took note and began to restructure products for a female consumer. While certain models are identical to the men’s products, other new styles are distinctly for women. Materials used have also shifted as the company reconstructed models to account for the difference sizes and weights of women, particularly when breaking in new boots.

These boots are made for stomping.

Group Activities and Discussion Questions:
1. Discuss the differences between marketing clothing to men versus women.
2. What products/companies have been successful at adapting their products to both genders? What accounts for this success?
3. Show the company’s site: http://www.redwingshoes.com/
4. Discuss the site. Does it account for women shoppers?
5. What changes should the company make to market to women on the Web site?
Source: Minneapolis Star Tribune

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