9 >> 2 HONEST TO BLOG
>> 4 ICONS OF THE IPA
LOCATION BASED MARKETING has it a place in your mix? asks Andy Sellers MIPA MCAM, S&® the brandvertising agency
Successful marketing relies on targeting the right person, with the right message, at the right time. Right?
>> 6 TUNING IN TO ONLINE CONVERSATIONS
>> 8 THE SUPERBRANDS RESULTS 2011
Right. Of course marketers need to know who their customers are, how best to influence them and when to reach them, but the proliferation of locationbased social media networks with their trendy apps, and the accelerating development of smartphone geolocation technology allows them to now know exactly WHERE their customers are at time of contact, presenting an exciting marketing opportunity for brand owners and particularly for bricks-and-mortar retailers.
recommendations, known as ‘tips’, for their friends to discover when they visit the same location. They participate in real-time social gaming and online competitions, awarding each other virtual prizes by unlocking digital stickers and badges. And the more often subscribers check-in the more the network rewards them, one way or another. Foursquare, one of the biggest networks with approaching 8 million users and 250,000 participating businesses already, bestows the honorary title of Mayor to the person checking-in most often at a particular venue, and the Mayor receives special rewards.
Savvy marketers soon spotted the opportunity of exploiting these lo-so check-ins to reach potential customers when they know they are in the vicinity of their retail store, or a store which stocks their brand, and so passive location-based marketing was born. Through the network, businesses offer The opportunity originates from ‘lo-so’ networks, as the consumer real-time promotional offers, sales they are called - location-based social media discounts, mobile coupons, prize draws, networks which consumers use to ‘checketc., stimulating impulse purchase when in’ by smartphone, mobile email or text they check-in while in the immediate with their friends and family, Facebook vicinity of their store. These offers have and Twitter followers when they are particular appeal to the consumer By ‘checking-in’ to out and about. By ‘checking-in’ from because of their immediacy and the real world to the virtual world the virtual world the instant gratification they deliver. they reveal their specific location consumers reveal their And the value to the business goes to the lo-so network via GPS. The well beyond a sale on the day - they whereabouts trend has taken off big in the US, encourage customers to checkand major lo-so network players to in at their venue and pass on the date are Foursquare, Gowalla, Google promotional message to their family, Lattitude, Facebook Places, Loopt and friends, Facebook and Twitter followers, Brightkite, among others. gaining advertising impressions at an exponential rate. Subscribers are encouraged to checkin to send text messages, geotagged A more recent further development is the photos or videos and leave location-based emergence of opt-in location-aware network
LOCATION BASED MARKETING [CONT]
services such as ShopAlerts, hosted by ITT in the in, active version of same, is predicted to be the US and being trialled by O2 in the UK, initially with major marketing buzz of 2011, and it finally sees Starbucks, L’Oréal and M&S. The networks use business making sound commercial use out of social geo-fencing technology around a retail networking. Utilised effectively as a real-time direct response tool, LBM can create location to automatically receive customer location status updates, immediate customer footfall and sales, actively tracking the subscriber’s and with only modest investment location in real time and enabling necessary, it can deliver increased ShopAlerts enabled participating businesses to ROI for bricks-and-mortar retailers. engage with customers when And because of LBM’s use of social by real-time they’re in the vicinity, with no need networks it facilitates customer customer location for them to have checked-in first. engagement on an intimate level, tracking helping improve levels of customer The promotional messages are layered in with useful information aquisition and retension for brand such as local weather and traffic owners as well as retailers. reports, shopping mall details, and the Watch out for Location Based Marketing like, and so customers are likely to be more ‘Coming Soon to a Venue Near You’. receptive to them. While it’s been around for a while, Location Based Marketing, and particularly the opt-
If you’d care to comment on this article you can email Andy at firstname.lastname@example.org
“Honest to Blog” >>
HOW TECHNOLOGY HAS CHANGED THE WORLD OF PR EXPLAINS FIONA MCKINLAY, COMMUNICATIONS MANAGER
Public Relations – let’s start with a definition. “Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.” – The Chartered Institute of Public Relations (CIPR). Simple, right? And in practice the process used to be fairly straightforward. It largely involved writing a press release, printing it out on paper, sticking a caption label on the back of a good old-fashioned accompanying photograph, getting the whole office involved in a production line of stuffing them in envelopes, before plonking them all in the external mail tray, ready to land on journalists’ desks. Then, they’d fester in their in-tray until (if you were lucky) they’d fish it out and print it in-full approximately five and a half weeks after it was newsworthy … job done! Reputation managed. Of course I’m over-simplifying, but in 2011, technology has given PR practitioners and businesses
a lot more to think about in terms of PR planning and managing their reputation, and it’s important not to underestimate PR as an essential element of the broader digital brand communications mix.
So many channels ... Thanks to the unprecedented growth of Facebook, Twitter, LinkedIn, YouTube, to name but a few, together with the blogs and discussion forums avidly followed by millions logging on world-wide every day, the opportunity to build or, of course, break a business’s brand has never been broader. An interesting, regularly-updated blog, update or Tweet can humanise a faceless product, service or business – adding to its brand values, inviting its audience directly to participate, chat and share, welcoming them into its world. Their fast, interactive, provocative nature is a blessing when wanting to convey clear, topical messages and discussions. But, that same nature can also be a curse, as PR representatives of some mis-guided celebrity Tweeters will no doubt testify.
3 The new rules ... As David Meerman Scott explains in his book ‘The New Rules of Marketing and PR’, there are indeed ‘new rules’ thanks to the advance in technology. He acknowledges that “the mainstream and trade media are still important components of a great public relations programme,” and that the media are “critically important for many organisations.” But he highlights that now great PR includes reaching buyers directly. “The Web allows Smart PR also direct access to information about your products, and smart talks directly to companies understand and use customers this phenomenal resource to great advantage.” Fantastic news for a PR practitioner – build reputation directly with the business’s target audience. PR is now much more than trying to convince a handful of journalists at magazines, newspapers and TV stations to cover us. It’s about targeting the bloggers, online news sites, chatrooms and forums. Social media has given us the direct access we’ve craved for years.
Planning and sustaining This is an exciting time for PR. As David Meerman Scott puts it, “The Internet has made public relations public again, after years of almost exclusive focus on media.” He sees social media as a virtual ‘cocktail party’ – a place where people can share ideas, content, thoughts and relationships online. But in this era of ‘new rules’, it’s important not to forget one of the old rules of traditional PR methods. Planning and sustaining your activity. It’s no good turning up to one party, shouting about how great you are, sinking one too many Cosmopolitans before stumbling into a taxi, never to be heard from for the next six months. Be the delightful guest at several key gatherings, having great conversations and providing helpful, valuable information. The results? You’ll build a great reputation with those other party guests … and what was that definition of PR again …? Fiona McKinlay Communications Manager email@example.com
Welcome to Brand News. It’s hard for us to believe that this is the 19th issue – if you’re no newcomer to the publication we hope you find it as good a read as our previous issues. But if you are new to Brand News, we’d better introduce ourselves. We’re S&® - aka Sellers & Rogers - the brandvertising agency. We build brands through distinctive, creative advertising and marketing communications. We give a brand a voice that’s more distinctive, more engaging than that of its rivals. And by so doing, we help our client’s business prosper. Brands build business. And our business is building brands. That’s why we’re known as the brandvertising agency. S&® Services Offered: •
Creative & Art Direction
Design & Artwork
We also offer a free no-obligation review of your present marketing communications to anyone considering placing a project with S&®. If we can help you with any of the above, do call or email: Andy Sellers m: 07836 256465 e: firstname.lastname@example.org Skype: andysellers
Icons of the >>
LOOKING BACK OVER TEN YEARS OF IPA ICONS BY HAMISH PRINGLE, DIRECTOR GENERAL, INSTITUTE OF PRACTITIONERS IN ADVERTISING
Chris Herd, then at Bates Dorland, had the brilliant idea of designing all six covers of these best practice guides although only the first of them had been written! This set us, ISBA and the other associations a goal to go for. Now we’re producing 2nd editions as they have been of such value. For over 30 years the IPA Effectiveness Awards have been the ‘gold standard’ in proving the profit contribution of advertising and marketing communications. There are over 1,400 cases which agencies can learn from and use to make pay-back estimates to underpin their campaign proposals to clients.
Who would have thought that a trade association could be such an innovative and entrepreneurial place to work! As I look back over the past 10 years it is extraordinary how productive the IPA team has been with the support of its member agencies and so many keen volunteers. Ironically, there is a danger in the sheer volume of initiatives, publications, awards and events in that some of them may get lost. So I thought it might be a visually interesting and easily digestible way to reprise some of the high points with an IPA ‘icon’ and a short caption.
Stephen Woodford’s mission as IPA President was to professionalise agencies by introducing exambased qualifications and now over 25% of member employees have passed at least one. CPD is now a mandatory requirement of IPA membership.
In 1978 I was invited to join what was then called the IPA Society. Subsequently I became its Chairman and an ex officio member of Council, which led to my 33 years of involvement with the IPA. The 44 Club still gets 150 people or more attending its monthly talks by industry leaders.
Since 2005 the IPA has published research reports raising awareness of the value in a company’s intangible assets, including brands, which has raised the status of the marketing function and the agencies that co-create the company’s brand value.
My first President was Bruce Haines. His agenda was to embrace the creative community and this is something we continue to work on. Sadly this initiative, ‘The Best of the Best’ awards scheme, was perhaps ahead of its time?
A five-year research project validated the Diagonal Thinking hypothesis and resulted in a free online self-assessment, identifying people in the 10% of the population who are likely to succeed in an agency due to their top scores in inductive logic and creative thinking.
5 David Pattison’s Presidential agenda was all about getting the agency business to be more businesslike, and this logo encapsulated the truth that an agency needs both creativity (magic) and process (logic) if it is to do a great job for a client.
Based on analyses of the IPA Databank, we’re having the best shot yet at writing the ‘laws’ of advertising. In short the formula is: ‘fame’ + ‘emotion’, via TV + 2 or 3 ‘bought’ media (with no limit to ‘owned’ and ‘earned’), plus extra share of voice/awardwinning creativity = increased £ market share!
An awards scheme which the IPA inherited from HAAG and is dedicated to lionising the creative work produced for healthcare and pharmaceutical products, and is helping to raise standards both in the UK and internationally.
Inspired by the IPA Digital Creative Group this is a great showcase for a member agency’s creative work and enhances its profile on the IPA Agency List, which in turn links to the ISBA, Marketing Society and CIM websites. Lots of free exposure to potential clients, employees and opinion-formers.
This logo was created to visualise “Creative Britain”, Moray MacLennan’s Presidential agenda. This positions the UK as the hub of choice for global advertisers and the related China programme, supported by UKTI, has helped build relationships for IPA agencies.
TouchPoints has been instrumental in helping agencies become truly multi-media in their approach to solving client problems. Currently on trial in the United States, the competitive advantage to be gleaned from the world’s first customer-centric media habits research is a global game-changer.
Profile of the author Hamish began his adver tising career as a graduate trainee at Og ilvy Benson & Mather in 1973. From OB M he went on to: McCormick Richards, Boase Massimi Pollitt, McCormick Interm arco-Farner, Abbott Mead Vickers, Ma dell Wilmot Pringle, Leagas Delaney, CME KHBB, K Advertising and Saatc hi & Saatchi. During these 26 years Hamish gained invaluable experience wit h some 30 client companies on over 50 brands. In the late 1970s, Hamis h began a long involvem ent with the IPA which included being IPA Society Chairman, a member of the IPA Council, Chairm an of the IPA Advertising Effectiveness Committee and being ele cted a FIPA in 1992. Ha mish was retained as Consultant Director of Marketing to the IPA, and appointed Director Gene ral in 2001. He is a Fellow of the
- Hamish Pringle
Marketing Society, a Fo under Member of Soho House, a member of the Marketing Group of Great Britain and member and Director of a Council the ASA. Hamish has been also busy as an author, co-au thoring titles such as ‘Brand Spirit: Ho w Cause Related Marke ting Builds Brands’, ‘Brand Manners : How to Create the Se lf-confident Organisation to Live the Brand’, ‘Celebrity Sells’ , ‘Brand Immortality – How Brand s Can Live Long and Pro sper’ and ‘Spending Advertising Money in the Digital Ag e’ - this to be published by Kogan Pa ge later in 2011. Hamish steps down as IPA Director General on 29th July 2011 after ten years in the role and will resum e his career as a marketing and brand co nsultant, while spending rather more time on his art, examples of which can be seen at the Saatchi Gallery online.
IPA ICONS [CONT]
Rory Sutherland’s Presidential agenda has been focused on Behavioural Economics. His programme has engaged a wide range of practitioners in a new way of thinking which can lead ‘upstream’ within companies and broaden the role of marketers and agencies.
A new awards scheme designed to raise standards in digital media. It’s based on a survey amongst IPA members rating the service received from online media owners. Named for the Moa, a New Zealand bird thought by many to be extinct, but rare sightings are reported!
By the time you read this Nicola Mendelsohn of Karmarama will have delivered her inaugural speech as the first woman President of the IPA in its 94-year history. Whatever her programme is, it will give the IPA and its membership a new impetus and continue our mission to “raise the real and perceived value of advertising and marketing communication agencies in the IPA membership, through increased professionalism, leading to better work and better client agency relationships, and resulting in improved remuneration”. Hamish Pringle, Director General, IPA www.ipa.co.uk
Tuning in to Online Conversations
Social Media is an increasingly important channel in which brands need to have a presence. The 2010 Social Media Marketing Industry Report found that;
SOCIAL MEDIA RESEARCH HELPS • A BRAND INFLUENCE THE INFLUENCERS SAYS JO WHITAKER, • DIRECTOR, LIVEINSIGHTS •
91% of marketers indicated they were employing social media for marketing purposes with at least 67% planning on increasing their use of blogs, Facebook, video/YouTube, Twitter and LinkedIn. The number-one advantage of social media marketing was identified as generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%). A significant percentage of participants strongly agreed that overall marketing costs dropped when social media marketing was implemented.
Why is this happening? Simply, it’s because this is where their customers are; (brace yourself for another raft of statistics….) • •
People now spend over 500 billion minutes per month on Facebook. The average Facebook user is connected to 60 pages, groups and events.
• • • • • •
There are more than 200 mobile operators in 60 countries working to deploy and promote Facebook mobile products. There are more than 2 billion views on YouTube each day and ... 24 hours-worth of video content is uploaded every minute. The average user spends a quarter of an hour each day on Facebook and ... 70% of YouTube’s traffic comes from outside of the USA. Twitter’s search engine gets more than 600 million queries a day.
And it’s not confined to just the consumer market, business-to-business is very active within the Social Media-sphere too. • • • •
A new member joins LinkedIn approximately every second. There are 4 million UK LinkedIn users 25% of FTSE 100 companies recruit through LinkedIn. Over half a million LinkedIn groups exist.
7 So, what do all these facts and figures actually mean?
Mining for Insights
What we can say with certainty is that brands that interact with their consumers in Social Media will gain It means that we are at a stage where businesses incredibly deep insights into what motivates them have a fantastic resource for interacting with to buy. Unlike other research methodologies Social customers in a place where they are actively looking Media Research gives an unobtrusive window into for a conversation. Done sensitively and in a way that naturally occurring dialogue about products is meaningful and relevant to their customer and services. It’s where the consumer base, the results can be rewarding dictates the topics they are interested for both the business and their in, rather than the more business & customers/potential customers. researcher-led conversations which Take a look at the Skittles Facebookers look for happen in traditional research. Facebook page – perhaps it isn’t to your taste, but then perhaps interaction on the page “Structured Listening”, is a you’re not a target Skittles phrase we at liveinsights use to consumer - the approach has describe tuning into online customer earned them 15.5m Facebook likers conversations about your brand that are and a high level of participation on the happening online right now - but with a purpose page. On a smaller but equally and in an organised way. It might be tracking effective scale, Wiggly Wigglers, a natural conversations about sponsored events, conversations gardening company based in Herefordshire about marketing initiatives or setting up automated have become well known for how they have embraced data collection to pick up spontaneous “buzz”. In Social Media marketing for several years now with a other words like any other research project; combination of e-newsletters, podcasts, Twitter and Facebook. Look them up on wigglywigglers.co.uk Define the objectives AND stay focused on them Of course we would need to know what the campaign strategies are for both of them to understand if they The next stage is to analyse what has been “heard” have achieved the desired return on their investment to understand properly what is being said, the words (although we suspect they have). people are using and the way they are saying it, where it’s being said, and by whom. Social Media isn’t ideal for collecting demographics but it is possible to get a good understanding of consumer GATHER EARLY profiles and their interests and concerns. By using FEEDBACK ON language analysis (also known as Neuro-Linguistic INITIATIVES Programming) it is possible to get to the heart of people’s motivation – and once businesses are fully ‘tuned’ in to their consumers, understanding what UNDERSTAND BUILD YOUR THEY want to talk about and THE WAY THEY WANT AND CONNECT DIGITAL VISIBILITY TO TALK about it, it’s time for them to join in the DIRECTLY WITH AND ONLINE conversation. KEY INFLUENCERS
Social Media Research is then key to ‘staying on track’. Continual engagement is crucial to the successful use of social media as a communications channel. By monitoring customers’ responses to their posts, companies & brands can learn which ones are gaining most attention and having a positive impact.
BENEFITS OF SOCIAL MEDIA RESEARCH BUILD YOUR DIGITAL AND ONLINE PRESENCE
MONITOR AND COUNTER COMPETITION ACTIVITY UNDERSTAND THE “LANGUAGE” YOUR CUSTOMERS USE IN YOUR MARKET
The golden nugget in this process is to build relations with the ‘key influencers’ – the advocates who will frequently talk positively to their friends about your company or brand. Using Social Media Research to identify what interests these people and what they value is critical as, done well, ‘influencing the influencers’ can generate the best ROI of all! Jo Whitaker Director, Liveinsights www.liveinsights.com
RESULTS 2011 OFFICIAL TOP 20
LEADING SUPERBRANDS REMAIN FAVOURITES SAYS STEPHEN CHELIOTIS, CHAIRMAN, EXPERT COUNCILS & CHIEF EXECUTIVE, THE CENTRE FOR BRAND ANALYSIS
As ever, this year’s Consumer Superbrands results and rankings feature a combination of consistency and volatility. As in previous years, those signiﬁcant and well-regarded brands at the top are seeing relatively small shifts in sentiment towards them.
Eight of the the top 10 Consumer Superbrands remain the same as last year, with this year’s top six all featuring in last year’s top 10. Notably this is the ﬁrst time in ﬁve years that the top spot has not been taken by either Microsoft or Google.
MARKS & SPENCER
Other brands retaining their top 10 berths include Rolex, the BBC, Coca-Cola, British Airways and Apple. Despite both the BBC and British Airways having their fair share of bad publicity, both again prove the doubters wrong by preserving their place in the hearts and minds of the British public. Indeed, the BBC is a picture of strength and consistency, having placed in the top ﬁve for the last ﬁve years. Equally, the consistent top 10 ranking of British Airways really does defy the many problems it has experienced.
ROYAL ALBERT HALL
As has been the case in the last few years, beyond the group of leading brands there is a great deal of movement at both an overall and sector level. TCBA will be exploring some of these underlying trends and changes, along with speciﬁc brand shifts, with brand owners and marketing services agencies. In the meantime we hope that this overview and the top-line rankings prove to be of interest once again.
Microsoft, whilst still performing strongly in sixth place, sits in its lowest position over the ﬁve-year period. Equally Google, whilst moving back above Microsoft this year to sit in ﬁfth, experiences its worst performance in four years. Moving Microsoft and Google aside is MercedesBenz, which takes pole position for the ﬁrst time. That said, its ﬁve-year record is very impressive, consistently ﬁnishing in the top 10.
Full results of the 2011 Superbrands survey and free case studies can be found at www.superbrands.uk.com Stephen Cheliotis, Chairman, Expert Councils & Chief Executive, The Centre for Brand Analysis
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