In today’s society, consumers search for information online, use word of mouth (WOM) referrals from friends, peers or networks and as a whole, don’t trust advertisements. So how do companies and/or brands grab their attention in this cluttered market? Continue reading
Further from my earlier post ‘Societal Marketing is trendy again’, I wanted to talk about the current St George Bank advertising campaign created by Saatchi & Saatchi, which is using the concept of societal marketing in the launch of it’s latest campaign, of ‘Start Something’.
The first of what I am assuming is a series of ads, is trying to inspire people/society to start something new whether that is riding a bike, or my personal favourite – dancing when you wake up. It is using an emotional appeal as a way of getting through the advertising clutter and to grab people’s attention with the aim of getting consumers to think positively towards their future and therefore the bank/brand. They are differentiating themselves from other banks by not concentrating on what they offer or their products but rather on ‘you’. Continue reading
Recently, there have been a few companies that have used societal marketing campaigns to break through the advertising clutter and keep their brand front of mind. These campaigns have gone viral (and for good reason). Continue reading
The age-old saying of ‘fail to plan, plan to fail’ is true in social media. Businesses in Australia are laggards in social media usage with less than half of Australia’s largest organisations integrated users of social media. They are risk adverse for this communication strategy. Businesses/organisations think that they need to have a social media presence but do not tie it into any business strategies or think that they need to. For social media to be truly successful, it needs to be: Continue reading