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6

Pay With a Kiss? Xx

Dear lovely caffeinated enthusiasts,

Put away your daily $3.50 per cup of coffee, and head to Metro St.James Cafe. This sweet little bistro has just recently opened in March 2013, and has had such a great impact from their social media campaign.

Metro St.James posted a videos and updates in both their Facebook and Youtube accounts, showing the idea that, instead of paying $3.50 for a cup of coffee, you can instead pay by smooching your partner, but it has to be a real kiss!!

Customers were raving at how unique the idea was, as it turned a humdrum cafe into a romantic French feel. Their ads were virally spread, the efficiency of which was helped by the positive Word of Mouth spread by consumers online.
I’ll need to grab a partner before heading there 😉
How much would you pay for a coffee?

Xoxo,
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2

The Hidden Clues of Iphone 5s

Fellow Geeks,

With Apple’s recent release of yet another Iphone on the 11th September 2013, were you as astonished as I was regarding the spontaneity of it?
There existed no formal pre-release promotion or hype as it did with it’s previous products, rather, I was greeted one morning with a “Hey Iphone 5s has been released!”.
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Picture courtesy of Wallgood

But in all seriousness, Apple’s promotional strategy has made every element beneficial to the company, and ironically relies on the role of customers to do the advertising tasks on their behalf.
Here are some important points which I’ve observed form their strategy:

  • Secrecy
    Apple has attempted to ‘hide’ during the process of innovating their models. Unlike other technology companies where brands would intentionally promote it’s exciting product developments to create an anticipating link, Apple has decided to let it’s customers create rumours and decide for themselves what ‘ideally’ would be the next Iphone generation. No confirmation of the innovation’s characteristics are predetermined until the release of the product.
  • Leaks
    Within the period of release, the company has dropped several hints or leakages such as, a wider screen, which I suspect Apple intentionally does to tease it’s customers. The leaks however, ignites a hype among customers in conjunction to their ideal improved version of the gadget, which results in customer discussions and probable arguments.
    Screen Shot 2013-09-12 at 2.43.21 PM
  • Social Buzz
    As noted, the majority of Apple’s promotion happens online, within technology forums such as Mac Rumors Forums, Mac World, Whirlpool ForumsThe firm occasionally sends out invitations to notable techno icons to Apple interview events to spread the message online.
  • Pre-order
    The idea of ordering products before the date of release was to built on the feel of anticipation. Loyal Apple and tech fanatics would most probably sign up to this,the news of which was also spread over the internet.
  • Sudden Release
    The unanticipated release of Apple’s new products within a short span of time, which was also officially announced online through Youtube channels and forums, left customers who were initially not expecting to focus the attention to Apple.

“Apple’s promotional strategy seems to relate to an investigation process, where customers act as detectives on behalf of the general public to piece the puzzles of leakages forming the final idealised product, which will be when Apple releases the product”

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Picture courtesy of
 Financial Post

Due to it’s established brand and strong customer loyalties, Apple didn’t have to deliver traditional communications to it’s customers, rather customers would take on the proactive role in this context, to find out the latest details.

Do you think Iphone’s promotional strategy would survive on the long run?
Tell me what you beautiful minds think!

C’est La Vie!xx
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9

Beauty & The Beast

Dear Readers,                                                                                                                          Hitting an end towards the year, we must’ve had several highlights on some good and ugly social media examples! Here are my top picks of 2013’s Beauty & the Beast

Beauty
Water is Life “Hashtag Killer”                                                                                                
Have you witnessed the social media phenomenon in the hashtag platform labelled as “#firstworldproblems“? The term was originally phrased by users of Twitter to compliment posts about trivial life afflictions adding an exaggerating element on how big their problems are. For example:                                                                            

“Need to have a shower, but that would involve getting out of bed #firstworldproblems”

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        Source from adverblog      

 However, thru this recent campaign, Water is Life has successfully utilised the actual meaning of the hashtag,implying that it really is a Real Problem. During the succession of the campaign, it has successfully raised 1 million dollars worth of clean water. This remains my favourite because users of Twitter began to utilise the hashtag in turn to raise awareness of the need for clean water message instead of describing their own situations. 

 Which just proves staying relevant to your consumers are important eh? 😉 

Beast 
Onto the “beasty” side of things! 
The problem with viral marketing is that negative comments are generated and spread around very easily. 

American Apparel
With the recent Hurricane Sandy happening earlier in the year, the clothing brand American Apparel decided to mechanise it as a promotional opportunity and sent out an email blast communicating “The Hurricane Sandy Sale”, accompanied by the insensitive caption “In case you’re bored during the storm”. 
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Source from abcnews

The brand suggested that a majority of their customers would be inside their homes with nothing to do and cozying up. What’s worse, instead of apologising, American Apparel CEO Dov Charney responded to the backlash by saying “We’re here to sell clothing. I’m sleeping well at night knowing this was not a serious matter.”
Not a very smart move American Apparel!!! 

The lesson to take here is that however strong the brand is, and may routinely mix humour with social issues, you should never capitalise on a serious crisis. 

What’s your 2013 highlights? Or any other year for that matter 😉
Toodlessss!! 

C’est La Vie, 
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Source
Adverblog ll Imediaconnection ll Searchenginejournal ll Socialmediatoday