Love may conquer all, but the setting has to be right. If the candles are lit and the table is set, but the music is wrong, the most well rehearsed declaration of love can fall flat. As hearts across the nation begin to flutter in anticipation of the most romantic day in the calendar, this is a lesson that applies to not just lovers — but also brands.
Wooing consumers is an art that requires careful consideration, even on Valentine’s Day. While UK expenditure is expected to reach £980 million this year — £15 million more than in 2015 — brands still need to convince consumers to part with their cash. Here are three tips to ensure campaigns achieve the precision of Cupid’s arrow.
It may have its origins with an early Christian martyr, but over the past decade Valentine’s Day has become one of the biggest moments in the retail calendar.
Last year Brits alone spend a staggering £1.9 billion on Valentine’s gifts, and an estimated 65% of us send a card to a loved one.
It’s not all well-planned romance though – while Valentine’s fever comes to the high street early, a significant proportion of consumers are actually leaving their shopping until the final hours before the big day.
In fact, for thousands of consumers, Valentine’s spending falls on or even after 14 February.
A couple of years ago, Under Armour was under pressure.
The fitness brand was lagging behind brand leaders like Nike and Adidas, and even new competitors were overtaking.
But now, revenue is up, and exceeding expectations – all thanks to a bold, coherent brand strategy.
Under Armour has developed a brand ecosystem: a whole environment of different products, experiences and more. And these go well beyond the core product range of fitness wear.
For instance, Under Armour has taken its place as a thought leader thanks to its annual Future Show: an event that brings together great fitness, apparel and technology startups. .
Mattel’s new line of Barbies look more like the women of today, and therefore, like the girls who are playing with dolls.
It’s no secret that Barbie has been criticized for her propogation of unrealistic body ideals, and it appears this brand re-evaluation is a step in the right direction.
Surprisingly, Barbie once invoked an empowering message to young girls. Creator Ruth Handler noted, “Barbie always represented the fact that a woman had choices”.
The 1984 slogan, “We can do anything, right Barbie?” let girls use Barbie’s world to envision their future full of powerful and diverse professional possibilities.
In the final chapter of this week’s series, how mobile apps are heightening consumer expectations for instant gratification and on demand services.
Emerging content, service and utility apps are enabling users to consume what they want, where they want and when they want – and fulfilling service with slick and smooth customer experiences.
According to recent research by Trustev, 56% of Millennials expect same-day delivery as an option for an online purchase. This desire for convenience is more than just instant gratification, it’s about time savings at every step, from curation to app navigation to ratings and delivery.
Hitting the high street or shopping Saville Row? As London Fashion Week and Men’s Week approach, it strikes me that there are some interesting parallels with the world of premium online advertising.
The efficiency of automation has become extremely attractive to advertisers: programmatic advertising is now an irreplaceable part of the digital eco-system in terms of display advertising.
Every brand marketer wants to reach premium audiences with qualitative, safe and measurable delivery but that does not necessarily translate to media planning accordingly.
Our friends at the Internet Advertising Bureau have released some baffling research to announce the “decline of the TV-centric living room”.
You can read it here, but their main point is that they think “devices compete equally with TV for consumer attention in the modern living room”.
It’s clearly a piece of research set out to undermine TV and so, as the marketing body for TV, we have to respond.
Firstly, the IAB doesn’t mean TV. They mean “the TV”.
If, like everyone in the known universe, you check your Facebook, Instagram, Twitter and other social media accounts twenty thousand times a day, it may feel as if there’s no room in your life for another platform.
But think again. Because Peach is here – and it’s actually pretty good.
Created by Dom Hofmann, founder of Vine, Peach gives you the same features as other platforms: a profile, friends, updates. But you can navigate in a completely different way.
Part four in a week-long series about the impact of mobile-first app brands.
Let’s take a deeper look into how mobile-first app brands have impacted the nature of shopping.
Emerging commerce-related apps are empowering shoppers to research, bargain hunt and purchase outside and inside the store like never before – leading to the rise in mobile discounting, list making, price comparison, “showrooming”, and payments.
Outside of Google search, leading apps like Shopify, Redlaser, ShopSavvy, BuyVia, PurchX and Price Scanner are driving this behaviour both in-store and on the go.
On your next commute, look around at what others are doing to occupy themselves on their journey.
Chances are, you will see people focused intently on their hand-held screens as they play mobile games.
Deloitte’s annual trends report on media and technology has predicted 2016 will be the year that mobile will overtake PC and console gaming, in terms of software revenues.
The market trend is great news for brands and advertisers that are looking to reach consumers through mobile.