4 minute read
Marketing
HOOKED ON CLASSICS
Marketers can learn a lot by studying the campaigns of the not so distant past, says Melissa Chevin
The world of digital marketing has evolved dramatically over the years, but there are still important principles to be mined from classic campaigns of the past. In this column, I want to look at object lessons in marketing from two major brands, Volkswagen and Old Spice.
VW’s iconic Kombi van had been a huge favourite since the 1950s – but by 2013 it no longer met increasingly demanding safety standards.
The company chose to turn around what could have been a sad, minor footnote of farewell into a celebration of this much-loved vehicle, soliciting user-generated content focusing to say goodbye.
During the campaign period, Kombi sales went up by 12% and the last production run was sold out twice over. VW turned a potential negative into a real positive, securing precious customer engagement in the process.
Old Spice was an iconic brand in the 60s and 70s, with its dramatic surfer TV ads featuring Carmina Burana. However, by the time the digital age it had become somewhat ‘passé’.
Marketing executives realised that Old Spice needed a fresh, integrated push which spanned old and new media.
‘Hello Ladies’ was initially rolled out on YouTube, followed by TV and other social channels, at one point filing around 185 videos in just two days. Old Spice also blazed a trail in collaboration, working with top influencers like Ellen DeGeneres and leading brands such as Taco Bell.
The results tell their own story, and include around 105 million views on YouTube, 1.2 billion media impressions and a 300% increase in traffic to the Old Spice website.
Why isn’t it making such a splash (excuse the pun) today? According to entrepreneur and media expert Gary Vaynerchuck, it’s because Old Spice failed to continue to engage with its followers.
The takeaway is that companies engaged in digital marketing must be prepared to use these channels consistently and continually. It’s no use making a big splash if you can’t maintain that initial impact.
Of course, you may already be thinking that the size of your own operation, compared with these two mega-brands, would make it difficult to translate what they achieved to your own strategy.
The good news is you don’t need to do this on your own – this is the very reason many companies partner with digital marketing agencies and SEO companies to complement their own in-house marketing.
These principles behind these campaigns remain the same. Focus on user-generated content, and organic interactions. Create a persona consistent across all channels. Then sit back (but not for too long) and watch the rewards roll in.
Melissa Chevin is BPMA board director and marketing consultant with GF Consulting – mchevin@gf-consult.co.uk
GET UP TO SPEED
When it comes to tech, how fast is fast? Find out with a quick guide to the future of charging, by Matt Pluckrose
The daily chore of charging your phone is something we all have to make time for. This has however created good sales opportunities for our industry over the past five years as sales of power banks, cables and charging plugs have resulted in a truly useful and versatile promotional segment in the market. While these regular devices will remain very popular today, here we look into the future and the holy grail of charging, and how to achieve it.
First step is to look at the tech jargon for this area. So called USB-C Power Delivery is a fast charging technology, supported by certain iOS/Apple and Android/Google/Samsung devices, which delivers much higher levels of power than standard charging. So how do we achieve this and what do we need?
For fast charging (USB-C Power Delivery), you will need: Device - A USB-C PD-enabled smartphone or tablet Cable - A USB-C charge cable Charger - A USB-C PD-enabled wall or car charger
BENEFITS OF USB-C POWER DELIVERY
USB-C PD can charge your device up to 70% faster than standard 5W charging. This means less time plugged in while your smartphone reaches 100% charged and of course a much more desirable marketing solution for your client. When you’re looking for an urgent battery boost, a quick 10-minute charge with USB-C PD might be all you need – this will soon become the charging solution family fight over, and marketing gifting campaigns ‘can’t be without’.
USB-C PD PROVIDES UP TO 100W OF POWER
With up to 100W of power available, USB-C PD can even charge larger devices, like tablets and laptops. All you need is the right wall charger and USB-C PD cable – and then you can leave those heavy laptop power cables at home. Incorporate these into a gift set and your clients have the travel accessory for the future. So, what do our devices need in terms of power? • Laptop 29-100W • Tablet 18-30W • Smartphone 18-45W • Power Bank 18-25W
USB-C PD IS UP TO THE JOB
USB-C connectors have been designed hand-in-hand with USB-C Power Delivery, to handle these new higher demands/levels of power. USB-C circuit boards have been specially designed to carry this increased wattage without being damaged or overheating.
Older connectors, such as USB-A, were first introduced in 1996, when much less power was needed than that required by today’s smartphones and tablets. So, the conclusion is to watch out for fast charging. It is coming quickly so be informed and up to speed.
