Let’s face it – marketing is about sending signals. Signals to your customers about who you are. What you sell. What you stand for. How long you have been operating. What prices you charge. The list goes on. The answers to these questions are drawn from how you project yourself externally. So what signals do consumers pay attention to? How do you send the right message?
Explore our historical blog articles for nuggets of wisdom (and random musings) from our crew.
You all saw the adverts, heard the controversy, probably talked about it at a barbecue with a few mates and might have even tried one just for fun. The Hungry Jacks stacker burger sure had people talking – health nuts all over Australia literally went nuts – it was promoting a heart attack in a packet, with fries and coke on the side. There’s the old adage: ‘any publicity is good publicity’, which I don’t believe in at all, however in this case, Hungry Jacks sure hit a winner. Why?
Target is the quintessential department store – around since the 60’s with one of the most iconic logos in the world. The problem with being a massive department store competing with many others trying to tap into a growing market, is that price becomes the only differential. Target, up until the late 90’s and early 00’s, attracted a very different type of customer. With the other department store retailers such as Myer and David Jones muscling them out of the higher positioned category, where was Target’s niche? Where did they belong?
If you’re looking to Green your organisation and reduce or offset your carbon footprint, be sure you do your homework. Making false ‘Green’ claims is a topical issue of late, with many manufacturers over-utilising ‘Green’ terminology or utilising ‘Green’ symbology in an attempt to get the Customer’s attention. The ACCC has recently come down hard on organisations making false or misleading ‘Green’ claims. So when do you know if you’re crossing the all important legal line?
Some television advertisements can be watched over and over again. For other adverts, only once or twice is enough. For the majority, however, the magic number lies somewhere in between. So how much is too much? How many times should your advert be seen for it to remain effective and entertaining?
Drinking beer and saving the environment are typically at opposite ends of the social responsibility scale. But Tasmanian Brewer, Cascade, is trying to shift that norm by introducing the first 100% carbon neutral beer – Cascade Green. Not only is the manufacturing process completely carbon neutral, but so are the carbon outputs created once it’s distributed, purchased, drunk and disposed of.
Many businesses have little appreciation or understanding of PR and often leave it in the too-hard basket. It involves a lot of planning, the ominous task of making contact regularly and often in person, and can frequently result in disappointment. But when executed correctly and with the advice of a professional, it can be one of the most cost effective and successful marketing tools out there.