Innocent Smoothies

Innocent Smoothies have started a campaign to raise money for Age UK. As Innocent is a brand that is mainly targeted to a younger audience, knitting is not something that would be associated with this generation. However, Innocent have put some thought into bringing the family together, by having patterns and a design platform on their website - for all ages to interact with. 

About the campaign: 

(Information from: http://www.thebigknit.co.uk/) 

Fancy knitting some little hats and helping us raise money for Age UK? It's fun, it's easy and it's for a great cause. Every time we sell a little bottle wearing a hat, we donate 25p to Age UK to help keep older people warm and well over winter. The colder months can be tough for a lot of people - as many as 25,000 older people's lives are at risk because of the cold. But we can help. Thanks to knitters like you, we've raised over £1.7m so far. 

This campaign is unique to Innocent and reflects their company values. They relate well to their customer base and appear to have a moral and social conscience. They use humour as a way of marketing their brand, encouraging a loyal customer base.

Sensory Marketing

Consumers show more attachment to a product or brand if they get to interact with it, marketing has evolved from just viewing a poster or billboard, now companies are trying to reach customers in different ways, by using all five senses.

Coca Cola introduced the 'Hug Machine' back in 2012, as a way to market their product even further. 

Their description: "The Coca-Cola Hug Machine. You hug it, it returns the favour with a Coke. Because vending machines have feelings too. #hugmecoke"

John Lewis Christmas Advert

On Friday 6th November 2015, the high end retailer, John Lewis released their TV Christmas advertisement. 

In 2014 the advert was a emotional story of Monty the penguin finding love at Christmas, with the slogan "Give someone the Christmas they've been dreaming of." Once this advert was released John Lewis saw record number of sales on a stuffed penguin. 

Could this advertisement back in 2014 top 2015 ?

In my opinion yes... However, the main consumers will probably have the emotional attachment to this year's advertisement with the slogan "Show someone they've loved this Christmas."

  

Looking at this advertisement from a marketing perspective, Maslow's Hierarchy of Needs can be applied, for example it relates to Maslow's stage of 'Belongingness' and aims to give the consumer a warm feeling of love, family and friendship. It also falls into the category of 'safety' as both the man and the girl are in secure homes and are protected so no harm is coming to them. 

Without the retailer being named at the end, it is impossible to recognise that this is a department store advertisement. Even though there are actually over 100 John Lewis products placed within. However, the advert being criticised because it cost £7,000000 to make and it has been suggested that the money could have been given to charity at Xmas to address social isolation in the elderly. Furthermore, it  reflects a certain stereotype of class and race and people do not fully understand the meaning until it is explained to them. Nevertheless, the fact that it has encouraged discussion means that it is getting attention and thus advertising be it subtly.

Are competitions / giveaways a effective type of marketing?

Considering marketing... 

There are so many ways companies are now attempting to bring their product into the public domain as a means of advertising. One of these ways is through competitions and giveaways. Well known companies (especially in the technological industry) such as Apple, Samsung, Bose etc... will have many participants when they hold a giveaway, because who wouldn't like the latest IPhone, TV, or a new set of Headphones from these companies? Less well-known companies will also have giveaways / competitions to give the consumers an example of the product they are wanting to sell.  

The hobby of 'comping' has become more popular recently. This hobby involves people entering lots of competitions that they find online, in magazines, on the television etc. with the hope of winning something.

At first, I thought the ides of 'comping' is a little crazy, however I was surprised to learn that a lot of people engage in it  There are so many different groups and forums online to connect with people who comp.

The prize finder is the one website I know of that has all the competitions from all companies, so it is easier for people to enter what competitions they want. I was amazed to learn that on this web-site they actually give the answers as well, so this makes it so easy for people to enter the competitions.

http://www.theprizefinder.com/

I questioned my mum to try to find out from a consumer's point of view why she enters the competitions.

I asked the following questions:

• Why do you enter competitions?

• How do you enter competitions, what platform do you use? 

• Out of all those different ways of entering, which do you think is the most effective, firstly for winning and secondly for actually advertising the product?

She replied....  To experience new products, also to receive products I may not be able to afford; also for the anticipation of winning.

She replied....There are several different ways: online, telephone / text, postal entries, social media, customer interaction (e.g. who can keep their hand on the car the longest).

She replied.... they are all balanced, it depends on what the competition is asking you to do. The more work you have to put into the entry (e.g. take a picture in a certain location, or make something) the less people are going to enter, so there is more of chance.. However it's just luck of the draw at the end of day.

Advertising wise, social media and radio make the best for advertising the actual product. Some companies don't actually advertise the prize, you are just entering with blind sight. I find images and knowing what product I maybe winning is more effective as it is more assuring to know what you will get. 

The company and the product gain consumer attention through such means as competitions. They know that many people are keen to win something,and this generates interest in the product . Furthermore,  this could be a way of collecting data to show how much interest and sales the brand could possible have.

As a small business owner myself, I have put on a couple of giveaways on social media to try and get my product more in the public eye. Who doesn't like free goodies? I did find the giveaways I put on were really effective for my business as it creates more interest and I began to gain customers and the public are more aware of the business I am involved in. 

I believe that 'comping' and giveaways are an effective way for companies to market their products to potential consumers.