The Internet has fascinated humanity: more than 4 billion people on the planet regularly go online and spend significant time there. The spread of the Internet has given rise to the concept of web marketing. In the past, they were just banners on websites, but now the sphere covers search engine optimization, branding on the network, positioning on social networks and much more. It seems that this has forever changed the offline advertising market, and it has lost its relevance. But in fact, classic marketing is not losing ground.
People still live in the real world, work and communicate, shop, take pictures and share emotions. The event industry remains a loyal assistant to offline marketing. By analyzing campaign examples of well-known brands, you can see the results of effective interaction between marketers and event organizers.
McWhopper by Burger King
For the sake of this marketing campaign, the brand entered into a truce with its main competitor, McDonald’s. The purpose of the joint effort was to be the support of the non-profit organization Peace One Day.
It all started with the publication of an open letter to the CEO of McDonald’s, as well as the purchase of billboards located near the” McDonald’s” restaurants. The key message is an offer to collaborate. The most interesting thing is that representatives of McDonald’s, accustomed to constantly “fight” with competitors, were taken by surprise and in fact did not accept the offer.
But Burger King achieved their goal: they attracted attention and increased the number of brand admirers. Many people watched the tutorial video about how to make a “McWhopper” yourself.
Conclusion: to get ahead of competitors, you need to take into account their weak and strong qualities.
“Blind Test” by PepsiCo
This debate has been around for many years. Several generations of fans have been trying to prove that Coca-Cola tastes better than Pepsi – and vice versa. The main competitor to the classic Coca-Cola brand – Pepsi – appeared in the 1980s. And since Cola had an aggressive promotion policy, competitors took a different, softer approach. They organized a nationwide “blind test” of drinks from two brands. Most surprisingly, as a result of the “blind” tasting, many really preferred Pepsi. Having made their choice a part of the advertising campaign, the manufacturer has achieved increased sales.
Conclusion: even strong competitors can be defeated by challenging them. Of course, for this, you need to have a high-quality product.
Starbucks Loyalty Program.
Brand marketers create loyalty programs in the first place so that customers can save their money. Starbucks has created something new, very different from the classic understanding. For purchases in branded coffee houses, customers are given stars, which afterward can be exchanged for free for drinks and dishes. In such a way, the company retains its constant audience.
Conclusion: in order to get new customers, we must not forget the old ones. Working with a regular customer is cheaper than with a new one, at least because the advertising costs for a new customer are higher.
Nonstandard boxes for moving from IKEA
In Montreal, Canada, there is a special day dedicated to moving residents to new homes. For this day, IKEA has prepared for people free branded boxes for moving. The idea was used several times, and in 2014 it was improved. Signature boxes made in the form of real furniture. Thus, the residents of Montreal could temporarily use the “furniture” of the brand in their homes, at the same time making sure of its harmony with interior solutions. Of course, after that many returned to the store to buy real models of furniture.
Conclusion: It is not always necessary to create new ideas. You can use the old successful marketing campaign if you upgrade it a bit.
IQ Road-show from Facebook
The largest social network in the world is not only a place of communication but also a multifunctional media platform. It combines the capabilities of two social networks: Facebook and Instagram, providing the work of thousands of news agencies. In order for these agencies to evaluate all the opportunities and learn more about the activities of the corporation, event-managers of the company created roadshows. They shared with visitors effective information processing capabilities on social networks.
Conclusion: even if the company operates exclusively in the online market, you can use offline marketing formats to present the brand in an interesting, unusual, useful way for the audience.
Coca Cola Olympic Sponsorship
The Olympics is undoubtedly one of the largest events in the world, ideally suited for marketing campaigns. Independent data indicate that Coca Cola has invested about 100 million dollars in the 2012 Olympics. And all in order to become the main sponsor of the games. What is the result? The brand’s symbolism was present at everything related to the Olympics: from leaflets to sports facilities. This investment allowed the brand to remind the whole world about it, significantly increase its popularity and increase sales. By the way, for the first time, the brand became a sponsor of the Olympic Games in 1928.
Conclusion: to promote the brand you need to use sponsorship. It is expensive, but useful to popularize the brand.
Aroma Marketing from Nissan
The global car market is characterized by high competition between manufacturers. Therefore, companies use modern marketing techniques to promote their brands and products. So, in 2014, Nissan joined forces with perfume leader Air Aroma. Along with a company specializing in aroma marketing, the automaker created a signature fragrance. It was used in offices, at exhibitions, in official dealerships around the world. The key goal of the campaign was to increase associative brand awareness. Feeling the signature fragrance, people recognized Nissan.
Conclusion: the audience needs to feel, see and hear the product, as it is the basic feelings that contribute to memorization.
Tesla Motors Test Drive Center
The modern automaker has a goal – to revolutionize its niche in the auto industry. The main object of the revolution is affordable electric cars. To fulfill the mission, the company created a test drive center in Hong Kong. Guests are given the opportunity to feel and explore the materials and parts that are used to make Tesla cars. Moreover, many solutions are shown for the first time – before the cars were released into a mass sale.
Conclusion: customers love to learn more about product manufacturing. This impresses them and increases confidence.
“Jump Together” by Adidas
The sports brand involved Derrick Rose – an NBA player known for his thrilling jumps during basketball games. At the opening of the Derrick Rose Jump Store in London, the organizers put Adidas Derrick Rose sneakers on the shelf, located 3 meters high above the floor, with an original basketball player’s signature. To get an exclusive pair, buyers were offered to jump for sneakers. Whoever succeeded, could take the model for free.
Conclusion: this event combined several different offline strategies. This is a collaboration with a “star” (in this case, with a famous athlete). It is also an emphasis on interactivity in the event, which gives a good mood and builds pleasant associations.
Air show from Red Bull
Energy drinks maker promoted the word “Flugtag” and turned it into an association with its own brand. This word has a German origin and means “day of the flight.” In the general sense, this is an air show. Red Bull managed not only to organize an air show but also to create considerable agiotage around this event. And at the same time promote their own slogan.
The essence of the air show was the competition of amateur aircraft. The goal of each participant is to make his device fly longer than others. All devices are human-driven. The result was an impressive event, fully consistent with the philosophy of the company.
Conclusion: no matter what the company produces, you can always find a way to tell about it in an unusual way. Actually, that is what the offline marketing exists for.
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