1. Experian’s digital and social campaign was a major success and exceeded all its intended goals. Some of the reasons it was so successful is because it involved consumers in the Band Search and made them feel like a vital part of the process. As a result of this the consumers became very invested in the band search idea and therefore drove more traffic to their website, “freecreditscore.com”. Once consumers were here they could vote for their favorite band and also could learn more about the company. Another positive result is the amount of exposure Experian got on different media platforms, their ads were played on MTV and NPR along with many other TV and Radio stations. This increase in exposure helped to not only fuel excitement for the band search but also got their message across to a larger target audience. Another brand that successfully utilized the idea of consumer interaction through social media to boost their sales was Coca Cola. Around 2011 Coke launched their Share a Coke campaign which involved customers by putting their names on Coke can and bottles. Coca Cola utilized their social media platforms to have the consumers interact and send in pictures with their Coke. This campaign was also a big success for Coke and increased their United States sales. 2. …show more content…
As I mentioned earlier the Band Search played a huge role in the campaign and I believe it can be attributed to the success as well. The search is what gave the consumers the most interaction. The consumer interaction was a key goal because it helped form excitement and hype around the brand Experian, therefore this made consumers want to follow along in the band search journey. It also helped Experian to be shown on big platforms such as MTV and radio stations, which helped expand to new target markets. Majority of the success and positive outcomes of this campaign can be traced back to the consumer interaction the band search
provided. 3. Consumer Involvement was a driving factor behind this campaign and helped Experian to exceed their campaign goals. Throughout the entire process consumer participation was involved, starting from the bands that chose to audition. From there, Experian involved the consumers in each step along the way by asking and relying on their voting to conduct the band search. Experian urged consumers to use social media platforms in order to send in their input. Another way consumers could vote was through Experian's website, freecrditscore.com, this not only helped as a platform for consumer involvement but also gave the website a ton of new exposure. In the end this boosted sales for freecreditscore.com by getting the word out to a large audience and bringing awareness to the site. 4. One main reason why Experian’s band search campaign went so well is because they effectively carried out all their objectives. Their first objective was to create buzz and garnering enthusiasm, they did this by starting the band search and promoting it through ads to help engage consumers and create excitement around the idea. Their second objective was building awareness. They carried out this objective by utilizing their website, freecreditscore,com, as a voting platform. This helped to bring traffic to the site and while consumers are voting they can also learn about the company. Lastly their third objective was converting that awareness and enthusiasm into sales. By effectively completing the other two objectives, they completed this one as well. The website got 900,000 visits and 500,000 other them were unique revolving around the campaign. Traffic to the freecreditscore.com website increased 25% post campaign and new orders were up by 35% as well. By creating consumer excitement and involvement the end result lead to more company awareness and an increase in company sales.
In 1936, a married couple named Leo and Lillian Goodwin established GEICO; which stands for Government Employees Insurance Company in Texas. The initial target markets were government officials and military members, but later on it expands to selling insurance to everyone. GEICO now offers coverage for more than just auto insurance including, homeowners, renter, boat, and many others (Geico’s Story, 2012). GEICO is also subsidiary company to the investment tycoon, Warrant Buffet. Since then, there were hefty budget on advertising that GEICO spent to boost the brand. According to Mya Frazier (2007), “GEICO’s fast climb up the brand-awareness ladder since 2001, when it topped at 82%. After spending an estimated $2 billion in advertising since then, 91% shoppers today say they have seen or heard at least one GEICO message in the past 12 months” (Frazier, 2007). By using GEICO advertising strategy, this analysis also highlights the promotional activities such as identifying target demographics, advertising channels, sales message, reach and frequencies.
What comes to your mind when you think about advertising? Is it a television commercial? It is a plain black and white newspaper ad? Or what about a social media app? Advertising has many different communication outlets that can be used to promote a company’s brand, product, or service. By using advertising, a company uses some combination of media to get a message across to customers. Companies tend to use multiple strategies while advertising so that all targeted audiences have a potential to view the ad. Delta Airlines uses many different types of strategies when advertising to its segmented customer base to help capture all media users.
60% of US consumers discover new brands or product through social media, 59 percent use social media to learn about unfamiliar brands or products, 46% are strongly influenced in their purchase decisions by opinions in social media 39% refer to social media before making purchase decisions.
Social media is at the core of many marketing plans for corporations in the United States and world-wide. One of these companies at the forefront of social media use is Wells Fargo Bank, N.A. (Wells Fargo). The ability to directly contact customers and potential customers in a real time online environment is crucial to the bank / customer conversation and reinforcing the company’s place in a customer’s mind as the entity that they want to do business with (Wells Fargo Bank, 2014). This case study will discuss the current status of Wells Fargo’s use of social media as a means to building their customer base. Additionally, historical information on the process of the marketing move to social media will be presented and the development of the roles that are involved in this marketing strategy will be discussed. The impacts to the public sphere and society at large will play into the discourse of the social media topic and finally, the underlying theories will be discussed as they pertain to Wells Fargo and social media.
4) Viral-Quotient per Content (Any Media) - Most popular YouTube video was viewed 200,000 times. On an average, a video was viewed 1600 times. This builds upon the idea of Customer engagement, and Content distribution in the social space, that relates heavily to the very purpose of such a campaign. Also, this entire communication was user-generated, so the message didn’t look, at least to say, to be coming out in the form of ‘Company Promotion’.
They did not create a proper advertising campaign prior to the launch of the product, and are trying to form it now to increase customer awareness of the product.
Brand Image / Loyalty: Coke and Pepsi have a long history of heavy advertising and this has earned them huge amount of...
Social media has a big role in our perception of brands in today’s world. The two companies have both attempted to integrate social media in their continued attempts to one up their competitor. Google has made attempts to cr...
Coca-Cola could use its social media network to introduce its products. This could be beneficial to the company, increase awareness of other products and increase revenue. Threats – The ever changing health-consciousness attitudes of the market could have a serious impact on Coca-Cola. This is a dominant threat because people are constantly trying to change their eating and drinking habits. Social media could exploit the unhealthy side of Coca-Cola’s products and could potentially threaten the status and success of sales (Tanner, 2013).
Coca-Cola is very active in the social media world as well. They use networks such as: Google+, Twitter, Facebook, Flickr, LinkedIn, YouTube, Pinterest, and Instagram to spread the message about their brand (Cocacola.com). Through social media Coca-Cola encourages users to share stories, pictures, and videos. Coca Cola uses social media to advertise products, bring awareness to products, introduce products, connect and communicate with its consumer base. They use social media also to promote brand loyalty by its consumers. The main sites that I came across as the most accessed were Facebook, Twitter, Instagram, and blogs.
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here product.
The first advantage of using social media in business is increasing brand awareness. Social media can help business to build their brand awareness by increasing interactions with a business brand. Brand awareness means the total percent of a target people who know the company exists and what the company offers of products or services. When the brand awareness is increased, the possibility of buying is increased. Thus, efforts should be made to make the brand a part of the consciousness of customers. For example, Coca- Cola is one of the best companies that enjoy unusual...
Since social media users grow larger and larger, many companies take the opportunities of using social media marketing to reach more customers. Companies use social media marketing in order to achieve marketing communication and branding goals. Social media allows companies to see what prospects are saying about their brands and competitors. It also allows companies to build deeper relationships with existing customers that drives them to purchase again and again. Not only it can help them generate new leads, but it allows them to build deeper relationships with existing clients that drives them to purchase again and again. It has become common for businesses to branch out and experiment with multiple networks with the aim of reaching the maximum amount of costumers.
With social media’s rise in popularity, consumers were given another platform, a viral one, to discuss companies and their products/services. While the main focus of public relations has always been to promote communication and goodwill, the practice also promotes publicity for their clients. With the growth from traditional tools to more sophisticated tactics like video news releases, webcasts, blogs, and social networking, public relations has been able to transform its effectiveness in just a few short years. Any company that does not include the use of social media, is missing the opportunity to obtain valuable information about their brand while also losing a chance to spread its message on a platform that reaches
According to the Handbook of Media Management and Economics, marketing is “the art and science of satisfying consumer needs.” Marketing campaigns are strategic plans that will allow a company to push their consumer into buying their product. A good campaign will identify the consumer, their consumer’s needs and desires, and what the consumer needs to experience to convince them the product will fulfill that need or desire. T...