Archive for the 'Endorsements' Category

22
Jun
11

Brand Advocates make the Best Endorsers

Are you in love with your car? How about customizing it? Considered color-matched exterior mirrors with your headphones? You are not the only one who loves their car with passion. One of my favorite brands, MINI, ran an outdoor campaign last month in Berlin that brought to life an unconventional marketing idea. MINI is a unique brand which truly allows buyer to express their unique personality.

KLLD global lead agency for BMW group has developed a new campaign for MINI, inviting millions of fans of the car from around the world to become part of the MINI family. This is a brilliant campaign because ir creates a personal experience for buyers, like the tagline says, “It’s Personal. Be MINI.”

In this campaign, brand users got the chance to be in a MINI ad campaigns. Participants were invited to enter MINI Photo Box, clamp on a pair of vibrantly colored headphones and select their favorite model from the MINI family with color-matched exterior mirrors. There were four colors and four models to choose from: the MINI Hatch, MINI Convertible, MINI Clubman and MINI Countryman.

Next, participants appeared in real-time on a video screen together with their photo and personalized MINI model. The MINI campaign was set up overnight on May 16 and continued until May 29 at the intersection of Kurfürstendamm and Joachimstaler Straße in Berlin. The campaign also ran simultaneously with a Facebook launch. (LINK TO:)

“With our ‘It’s personal’ campaign, MINI fans interact individually and authentically in an urban environment,” says Julia Hartmann, MINI Brand Management. “Through the personal configuration of the model, along with their choice of colors, we encourage them to express their personality – in front of friends and a global audience.” This unconventional guerilla marketing campaign was set to reach more than two million people on location and over 1.8 million MINI Facebook fans.

What do you think about making brand users into stars of an advertising campaign? How would it help your business get more attention? Share with us on Facebook at Weise Communications, follow us on Twitter @Weise_Ideas.

Thanks to Duysal Ekinci for her help in this blog post.

27
Aug
10

Spend a Day in These Shoes – The Power of Testimonials

Forget the days of the power suit, for many female politicos – it’s the day of the power shoe. When Reshma Saujani, a democratic congressional candidate from New York, mentioned the shoes she wore to pound the pavement of New York, she starred a flurry of politico shoe shoppers into motion.

A story in the New York Times claims Saujani heard of the shoes from someone on the Hillary Clinton team. Saujani wore the Kate Spade three-inch, round-toe, black patent wedge heel called the “Halle” and caused one-day lookups on Yahoo! to spike 625 percent. Politico show lovers voted for the Halle to be the “it” shoe with phrases like “Kate Spade wedge,” “Kate Spade wedge shoe,” and “Kate Spade Halle wedge.” The Huffington Post has even covered this hot topic.

These pantsuits for the feet are practical, or as practical as a high heel shoe can be, because they wear-well yet look polished. Unlike the lauded Jimmy Choos and Manolo Blahniks of Sex and the City, these shoes can be worn to pound pavement.

So, what does this tell us about marketing?

Customer testimonials have a lot of power, especially when it comes from someone well known who actually uses the product.

It also tells us that marketing to your target audience is very important.

Had the Kate Spade public relations team worked to get Sarah Jessica Parker to wear the Halle, the shoes would have come off more soccer mom than political chic. By getting their shoes on the feet of a woman who had a very practical use for them and was seen as fashionable and chic herself, the shoes came off as super stylish and a must have item.

We’d love to hear what you have been done to reach your target markets?

30
Apr
09

General Mills…to disclose or not to disclose?

General Mills is now using a blog-influencing campaign to encourage over 900 bloggers to try their products and blog about them. The network, MyBlogSpark, is distributing free product samples for the group to try.

genmillsblogsparklogo

Brandweek’s Brian Morrissey mentioned in his article that, “The company (General Mills) suggests bloggers inform readers they receive products for review, although that is not a requirement for participation in the program. It does not compensate the bloggers in any other way, according to David Witt, brand public relations manager for the company.”

Moving forward, I think corporations reaching out to influential bloggers is a good strategy. However, as we made clear in our previous post (CARNIVAL) it is vital that these bloggers clearly disclose the nature of their relationship with said corporation.

At the present time, General Mills does not have a policy like this in place. I feel they should require their members to disclose their relationship in order to participate in the network, instead of taking advantage of the FTC’s sluggishness in putting forth legislation that addresses this issue.

What are your thoughts on bloggers disclosing their relationships with corporations?

26
Jan
09

Neuromarketing and Product Endorsements

A friend sent me an article this morning on neuromarketing from 80percentmental.com. In a nutshell, neuromarketing is the study and evaluation of consumer brain responses to marketing stimuli. Therefore, we can learn how certain tactics affect consumers biologically. Nifty, right?

When used to measure product endorsements by celebrities, there are three categories:

Source Credibility—the more you believe the celebrity knows about the product, the more credibility he or she has earned from you
Source Attractiveness—this pertains to how much you identify with and like the celebrity
Product Match-Up—how logical is it that the celebrity should endorse the product

Now then, let’s apply this.
80percentmetal.com used the doomed Tiger Woods / Buick and David Beckham / Pepsi endorsements for it’s analysis. (Both contracts were ended prematurely.) But here is some content we analyzed on our own:

Brooke Shields and VW

This is a totally credible endorsement. If Brooke Shields were doing this at the start of her career, some 25 years ago, there would be little credibility coming from her. But she is age appropriate for the product and she has kids of her own.
You also have to believe that Brooke has a sense of humor because she pulls the sarcasm off so spot-on that it matches her perfectly with VW branding. And as for attractiveness, who doesn’t either identify with or want to be Brooke Shields? Even guys want to be her. (Stop looking at me.)

Jessica Simpson and Pizza Hut

I don’t believe Jessica Simpson is an expert on any food, especially after the infamous Chicken of the Sea misfortune during her reality stint on Newlyweds: Nick and Jessica. Furthermore, after this aired, Jessica apparently told Elle magazine that she was allergic to cheese, wheat and tomatoes. So, why should I believe her endorsement of Pizza Hut? And no, I don’t want to be her.

Check out the full 80percentmental article here and see how it went wrong with Woods and Beckham. (Thanks Daniel)




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