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.

Brand Experiences to get a brand Chosen

Choose is the second stage of the Path to Advocacy and is about the process that the consumer goes through when choosing which brand(s) they are likely to buy.

This stage is about getting your brand onto the consumers’ short-list.

This used to be all about traditional media - using high impact, coverage, frequency, recency, etc. However, the internet now means i) consumers are very interconnected with each other, and ii) the way they behave and use media has changed. They don’t trust traditional media in the same way, they research differently (usually on-line) and actively seek relevant opinion/advice of others (e.g. friends & family and/or independent experts).

To succeed today brand owners must deeply understand their target consumers’ behaviours, particularly:

a) How and where consumers are getting information about brands

b) The consumers’ motivations for choosing. (These can be driven by functional needs e.g. specification, colour, price, etc and their emotional needs.)

The start point for marketers is making sure their brand is providing the right (usually functional) information, at the right time, in the right place. Effective ways to do this is include sampling or a good internet strategy (e.g. search, brand website, etc).

The other critical requirement is about making the brand relevant to the target consumers’ lives. It is where PR (Virgin, Marks & Spencer, Agent Provocateur), experiential (Electrolux), social media (Dell, Wispa, T-Mobile) and advocacy can play a big part.

Electrolux create a fantastic brand experience for diners in Paris

Wow, how about this for a unique and really cool eating experience.

A restaurant built of glass on top of the Palais de Tokyo that has spectacular views overlooking the Eiffel Tower.

Check out the story [New Media Age]:

"... created a 12-person ‘food experience’ in Paris, which allows diners to host their own dinner parties or food workshops encased in a glass room on top of the Palais de Tokyo museum."

Brands in the laundry and cooking category are generally regarded as pretty dull by consumers, so they tend not to get talked about.

This Brand Experience however will get talked about.

They are apparently going to do something similar in London.

Smart move Electrolux.