Monday, 21 March 2011

Cebu Pacific deliver a Gaga brand experience

Airlines are always looking for fun ways to deliver brand experiences that to get noticed.

Check out my previous articles Spanair, Air New Zealand, South West Airlines (twice) and Virgin.

This example from Cebu Pacific airline is one of my favourites.

Apparently they only did this on 2 domestic flights but millions have seen it on You Tube.

A great example of a brand experience that people will talk about.

Nice one.

Thursday, 17 March 2011

Brands need to handle social media with care

I love this. "Google before you Tweet."

It applies to brand organisations as much as people.

When a brand decides to enter the social media conversation they need to be really clear about how they handle themselves.

Mashable wrote a useful article about what you can learn from previous social media blunders.

It includes the following key tip:

"When building a brand, engaging customers, or just communicating with friends, it is vital to remember how quickly even a single update can go viral in social media. People value honesty, being upfront, and listening to others. Employing these principles can prevent social media blunders from turning into lawsuits and PR disasters."

When you get social media right it can be a powerful way deliver brand experiences that WOW consumers. Get it wrong and it can be a disaster.

Sunday, 13 March 2011

Fanatical loyalty should be a brands primary goal

In marketing 'brand loyalty' is often the given primary objective. That is because loyal consumers usually account for the lions share of revenue (check out the Paretto principle).

Wikipedia defines loyalty as: "faithfulness or a devotion to a person, country, group, or cause."

That is fine but it important to remember that there are different types of brand loyalty.

Seth has a good view on loyalty.

As I see it there are broadly three consumer types/behaviours:

Inertia loyalist who can't be bothered to change switch brands - banks benefit from this type of consumer. This applies to any low cost/interest/risk category, like FMCG staples (eg baked beans and pasta), because consumers often buy them on autopilot.

Transaction loyalists who stick to a brand because it is commercially beneficial to them, ie any brand that offers a 'loyalty card' or that gives away coupons/discounts/free stuff.

Fanatical loyalists who just really love a brand. This is the territory of Lovemarks (Loyalty beyond reason). This is the level of loyalty that brands should be striving for because consumers will buy again and again, even if there are better offers.

This is what the path to advocacy is all about. If you can deliver brand experiences that delight consumers they are likely to become fanatical loyalists who buy frequently and tell others about your brand.

It is worth getting it right because when you do you will gain competitive advantage and increased revenues.

Electrolux reaches new heights

Electrolux are planning to build pop-up restaurants in cool places.

I love the picture of this one.

I last posted about Electrolux (almost 2 years ago) when they had just built a restaurant overlooking Paris. At the time I said I thought it was an idea that would get talked about.

I guess the fact that they are going to do more of these pop-up restaurants means it is having some positive effect. Great.