Sensory Marketing Trends for 2016
The “multi-sensory mix” is what it’s all about this year
apparently. Expanding the use of Virtual
Reality, combining video and print, 4D cinema taking off (can’t understand why
this has taken so long when Disney have been doing this for at least a couple
of decades), capitalising on the power of touch with Direct Mail, and using the
power of smell to good effect. An
example of the latter was McCain last year wafting out the aroma of baking
potatoes at bus shelters and rewarding commuters with vouchers who high-fived
the poster if they were having chips for tea!
I’ve said before that Chips for Tea campaign is clever.
Successful Luxury Goods Marketing
Luxury branding is all about creating luxury experiences –
the store is a Temple where customers experience the brand rather than just buy
the product. Luxury brands should advocate beliefs and attract customers whose
beliefs align with their own.
Consumption ‘rituals’ should be created which allow the customer to
experience the brand. Exclusivity in admittance to the ‘club’ is key
– not just any old customer can join. These are just some of the tips in this
article – which is from November 2014 – but still worth a read. However, I can’t help but think when I read
it that a considerable number of what would be considered mass market brands
are trying to market their goods in this way?
SMEs can afford to advertise on TV
TV Advertising used to be only affordable by the big
brands – but no longer, according to this article – it is referring to the UK
but would apply to a lesser extent here also.
The author has made and will air his company’s TV ad for £50,000
sterling. Production costs are lower due
to greater choice and you can buy media time in small chunks on channels that
are relevant to your brand. He advises
going for a small media buying agency as you will be a more important client
than if you were with a larger agency – this makes sense. Planning, content and evaluation are all key. And, of course, you can use your ad or parts
of it across other platforms.
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