Campaign with a Purpose

So you have a product and you are embarking on a global marketing campaign to sell your product. While there are many avenues to do this, television, radio, Facebook and so on and so forth, one key thing to remember is your message.

The content of your marketing campaign is just as important as how you want to get your message out there. Many large organisations like food companies, banks, oil companies and even high-end fashion brands seem to be heading towards purpose based advertising. Basically purpose based marketing tries to tell the consumer that the brand is more than just about making money or simply selling a product, it is a brand that has a heart as well.

Brands can angle their campaign through ‘feel-good’ advertisements and socially conscious campaigns, all in the hope of convincing the consumers that their brand had a heart where their wallet should be.

It is not just about selling you a product anymore but now it is also about selling you an ideal. Hopefully an ideal you agree with so much, that you would never think of buying any other brand.

Get a clearer picture of what purpose based marketing is made up by looking up some of these resources.

Books

Self-ethnography

Do you know why we humans are called “creatures of habit”? Time and time again, we eat at our favourite restaurants and hang out at the same coffee place. Some of us even travel to the same place for our vacations every year.

We are not always rational when we make decisions. Our emotions play a huge role.

To learn more about the “truth” behind the deisions we make, check out this highly-readable article by Nichola Kent-Lemon: Researching implicit memory: Get to the truth

One interesting thing the author also talked about was self-ethnography, a research solution that seems to be gaining traction, especially in the world of consumer research. Here is an extract:

The explosion of mobile technology and social media has meant that accessing realtime behaviour and emotion is becoming an increasing possibility, and harnessing these new technologies to reveal the truth behind consumer motivations is well within reach.

Traditionally, ethnography involves the detailed study of the lives and behaviours of a limited number of carefully selected participants. This allows researchers to gain an in-depth understanding of the context of their research subject, and provides a window into the real-life emotions and practical issues that can change the course of the behaviour and decisions they are researching.

However, despite its obvious suitability to researching the context and emotions involved in decision-making, traditional ethnography has some drawbacks. Studies are limited to the amount of time a researcher has to spend with participants, and are often pared down to a single visit to a participants’ home, to hear a verbal account of daily life with reference to home surroundings.

Full-scale observations of life as it happens are rare. Self-ethnography offers a practical alternative to overcome this problem. While traditionally, participants in research studies are seen as naïve test subjects, self-ethnography suggests that it is possible to educate participants to observe and report their own behaviour and emotions with as little bias as possible.

With the use of mobile technology, participants can report their observations in real time so they do not become distorted by inaccuracies of memory or post-rationalisation. Dedicated online platforms or social media accounts can be used to aggregate uploads from participants, in the form of written observations, photographs or films, and automated surveys can be programmed to pop up on mobile devices at certain intervals to measure real time emotion and behaviour.

The potential for data collection in this way is huge, and with no need for research venues to be hired or even for researchers themselves to be present, associated costs can also be minimised, making self-ethnography a practical as well as an innovative solution.

Reproduced from Admap with permission. © Copyright Warc. www.warc.com/admap

This leaves us with some food for thought:

  • Do we still adopt the view that research participants these days are “naïve test subjects”?
  • Can a mobile app help a researcher, or even a journalist collect data?

Asian Food Channel

Singapore’s media market is often said to be too small to sustain a large number of media companies. Even so, it is still possible to set up a TV channel of your own. The Asian Food Channel (AFC) is a fine example.

AFC was set up in 2005 by a Briton and a Singaporean. Recently, it was acquired by Scripps Networks Interactive, an American TV network.

Read these articles to find out more:
(require NTU network account authentication)

One of the key factors to AFC’s success was an untapped regional market with strong demand. Are there any other gaps among the media industries in Asia?

For your Nose only

stock-illustration-515202-tribal-design[1]Do you remember walking past a bakery and inhaling all that freshly baked goodness, or better yet walking toward your favourite food stall and getting the whiff of that laksa, curry or chicken rice.

That simple scent can invoke hunger, gluttony, desires, wants and urges, all without actually looking at an image of the food.

The power of smell is not to be taken for granted, although many times we don’t give it a second thought. We cannot see smell so we can’t intentionally prevent ourselves from smelling. We can switch channels during a television commercial, turn down the volume during a radio commercial or just ignore a print ad, but a smell will hit you whether you want it or not.

Scent marketing has been around for a while but the scent market looks to grow in leaps and bounds in the coming years. Film studio, advertisers and shopping malls all want to use this untapped sense to push their products and bring consumers new experiences.

An article in Time Magazine on 18 March 2013 lists some ‘scentsational’ projects in the works, here is a summary of some of those projects:

  • CJ Group 4D Theatre

Chairs will come with ticklers, fog machines and technicians can deploy over 1000 scents that correspond to the action on screen. For example, a floral scent if the actors are walking through a garden. A South Koran company plans to have 4 such theatres by the end of 2013.

  • Smell-O-Vision

University of California engineering professor Sungho Jin is building set top boxes that will open scents in relation to on-screen action.

  • Scent to Text

The next time you get a text, it won’t just come with words but a scent as well. A Japanese company will sell $10 cartridges that can be plugged into your phone and release a scent when you receive a specific text message.

  • Scent Ads

Using scents in interactive advertisements to tickle your senses and entice you to buy. For example, the scent of freshly baked cookies during an intermission at an opera will probably make you hungry for a cookie and run off to the snack bar to grab one.

  • A Scent of Health

It’s not all about the money. A San Francisco company is looking into creating a device that will plug into your mobile phones to monitor your breathing. This will then inform you of your blood alcohol level and even insulin level which could be used as health markers.

So who ‘nose’ what the future holds for your nose but whatever it is, the future is smelling very exciting.

Here are some interesting websites on Scent Marketing
1)    http://scentair.com.sg/about_ScentAir.html
2)    http://www.jjmervin.com/about-us-scent-marketing.html
3)    http://www.scenting.asia/

Fashion gives back – Fendi and the Fountain

When you think of Fendi, what do you think of? Well if you are a lover of high fashion and luxury brands, chances are, a leather bag popped into your head, followed by its eccentric creative designer Karl Lagerfeld.

But just in case you have never heard of Fendi, it is an Italian designer of luxury merchandise with over 80 years in the fashion business.

Fendi will now be known for another item, one very famous item in particular, the Trevi Fountain in Rome. Fendi has announced they will be funding the restoration of the Trevi Fountain at a cost of about $3.3 million dollars, according to an article in Time Magazine on 11 March 2013.

But don’t expect their famous Fendi logo to be on the fountains after its restoration, the only indication of their generosity will be a small plaque at the side of the fountain.

So why is this high end fashion brand being so generous, is it simply because they want to give back to society? They answer is yes but spending millions of dollars could earn them millions of dollars as well.

As the article in Time magazine highlights, tourists visit Rome because of its architecture, food, history and of course fashion. Tourists get pulled into the culture and fashion brands leverage on this very culture to create a luxury brand image. In consumer minds some of the best leather goods come from Italy and many consumers don’t mind paying more for something that holds the mark ‘Made in Italy’.

If Rome were to lose its national monuments like the Trevi Fountain or the Colosseum, tourists would find less reason to go to Rome and less tourists means less shoppers.

Fendi is not the only fashion brand which is invested in the upkeep of national monuments, here are some more acts of goodwill by other major fashion houses.
1) Tod’s will spend $33 million to restore Rome’s Colosseum.
2) Gucci donated half its Florence museum ticket sales to preserve the city’s art.
3) Prada will fund a 6 year of the 18th century palazzo in Venice.
4) Diesel will spend $6.7 million dollars on the restoration of the 16th century Rialto Bridge in Venice.
(Information taken from Time Magazine, 11 March 2013)

These are some smart marketing moves by these companies who know that keeping the culture of these places, add to their own brand image, while contributing back to society at the same time.

So it looks like people are not the only thing fashion can makeover, it seems old monuments are benefiting from a little makeover too.

Read more on the topic of branding and brand management from these books availabe at the NTU Libraries. Click on the topics below to view the catalogue.
– Branding and Culture
– Luxury Fashion
– Corporate Social Responsibility

SGFilm Channel on YouTube

It is now much easier to view Singapore short films with this new YouTube Channel dedicated just for them.

The SGFilmChannel is an online channel that showcases the creative and film talents from Singapore through their short films. The channel is presented by the Singapore Film Commission, Media Development Authority of Singapore and managed by Objectifs. ‘Wrong Turn’, the film featured above, is just one of the films on the channel.

It will start by offering 40 short films in its first year, rolling out 10 new titles each quarter. The short films, defined as those under 30 minutes long, include fiction, non-fiction, animation and experimental works.

Read the article on SGFilmChannel featured in The Straits Times, and check out the channel for yourself.

Asian insipred Hollywood

The British-American film ‘Stoker’ has an impressive cast and crew, which includes Mia Wasikowska, Nicole Kidman, produced by Tony Scott, and written by, former Prison Break star, Wentworth Miller. But more importantly the film is directed by acclaimed South Korean Director Park Chan-wook, who makes his Hollywood directorial debut with this film. Watch Park talk about his ‘Stoker’ in the clip above.

Park has made critically acclaimed films in his native South Korea, which has won international film awards. Even Quentin Tarantino is a great fan of his work.

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Become the next famous photographer in NTU (and win the new iPad as well!)

Capture the essence of ”LibraryLand” – People, Places, Possibilities – and become the next famous photographer in NTU (and win the new iPad as well!) by participating in this photo contest.

For more details and the terms & conditions of this contest, please click here.

Submit your snaps to librarypromotion@ntu.edu.sg before 31 May 2013!