Category: Branding

بطاقات الولاء

رغد محمد اللويحان

كثيرًا ما يتبادر إليك أثناء تبضعك أو احتساءك القهوة في أنحاء بريطانيا السؤال عن إن كنت تحمل (Loyalty Card) أي بطاقات الولاء إن جازت الترجمة. 
تلك البطاقات السعيدة كما أسميها هي بطاقات تخضع لسياسية تجارية تخولك لجمع نقاط أو حتى الحصول على حسومات عند شراءك من المتجر أو المقهى. وبهذه الطريقة التسويقية الذكية يضمن ولاء الزبون و استمرارية ارتياده للمكان. Read more

How to Get your Ideas to Spread

In a world of too many options and too little time, our obvious choice is to just ignore the ordinary stuff. Marketing guru Seth Godin spells out why, when it comes to getting our attention, bad or bizarre ideas are more successful than boring ones.

 Source:

Prof. Chiara Mauri is a member of MarCom and IJMMA Advisory and Editorial Board

ProfMauri

The Marketing and Communication Academy (MarCom Academy) is proud to announce the joining of Prof. Chiara Mauri as a member of the Advisory Board, Consultant and member of the IJMMA Editorial BoardProf. Chiara Mauri is a Full Professor of Marketing and the head of the Department of Economics and Political Sciences at the della Valle d’Aosta University (Italy) and Contract Professor at Bocconi University. She is member of the editorial Board of IJMMA. She teaches Brand Management in the Executive Master in Marketing & Sales programme and is former emms Academic Director on the SDA side. She holds a Degree in Business Administration from Bocconi University. Her interest areas are Retail Management: category management, assortment management, loyalty cards, loyalty networks, new distribution channels and Marketing: sales promotion, kids’ marketing, consumer shopping behavior, Markeing in SMEs.

The Economics of Hajj

Hajj-Info

 

 

 

 

 

 

 

 

Hajj, one pillar of Islam, is one of five obligatory fundamental Muslim practices. It is incumbent upon every Muslim to make the pilgrimage to the holy city of Mecca at least once in their lifetime, it they can afford to and are healthy enough to travel and perform the rituals.

The word ‘afford’ is of prime importance – because the annual pilgrimage is of considerable expense. On average, it costs USD 6,000 (£3,700) for an individual to make the annual pilgrimage. Read more

Do Brands Understand What Motivates Sharing?

personality_brandingAccording to a recently released study from PNAS, what you Like on Facebook is an indication of your personality, right down to sexuality,    political leanings and intelligence. In a study of 58,000 volunteers, this was proven with staggering accuracy. The problem is, too few  brands have yet to understand this connection.

Let’s move away from social for a second. Do you own a Dyson vacuum cleaner – and even if you donʼt, would you like to? If the answer was yes (and I hope it was), why would you buy a vacuum cleaner that costs around five (sometimes as much as ten) times as much as one that serves the exact same purpose? The answer? Because of the way it makes you feel. Owning a Dyson is more an affirmation of status than owning a product that might do a slightly better job than its competitors.

In his book “Hegarty on Advertising”, John Hegarty makes the case that audiences donʼt care about functionality any more – they expect stuff to work so it shouldnʼt be a selling point. What they do care about, instead, is how the brand reflects on themselves: how it makes them feel and how it makes them look. He says:

The issue with brands today is not about whether ‘it’, the product I’ve just bought, works – I expect ‘it’ to work – but what ‘it’ says about me. ‘It’ becomes a fashion statement. Brands should now be viewed through a prism of style and substance

In a nutshell: fashion over function. In longer-established forms of advertising, brands do a better job of remembering this. Online? Not so much. Brands waste energy in talking about themselves rather than remembering what their audienceʼs participation with that brand says about themselves. How awesome the product / service is rather than why people should care about it. Function over fashion.

BuzzFeed founder Jonah Peretti touched on this a little when he said that “the social web requires ad creative be re-envisioned for sharing among groups”.

So, why do people share? Because it gives them a feeling of meaning? Of giving something back? Possibly but ultimately people share to build “Brand Me”.

Regardless of the platform (Facebook; Twitter; LinkedIn, whatever), the online profiles we have are digital expressions of our personality, and the content on reflects that. Or, more accurately, how we want them to reflect that.

This is entirely defined by the content we choose to share. There obviously has to be an element of interest in the content but for the most part we share links about social media to show that we are knowledgeable about it, we share funny YouTube videos to show that we have a sense of humour and we share pictures of our nights out to show that we are fun and popular.

As a brand, how do you get people to share your content on their own social media channels? Well one proven method is this approach: instead of making your content about you, you make it about them.

When you think back to some memorable social campaigns, the results prove the value of this approach. Old Spice: Personalized videos of the Old Spice Guy directly addressing users. Results: 40 million views in a week, 1.4 billion campaign impressions and a 300% increase in traffic to oldspice.com). Intelʼs Museum of Me: A personalized museum built out of a userʼs own Facebook profile. Results: 540,000 Likes, 790,000 Facebook Shares,130 million Facebook Impressions. One of the earliest social “virals”, Elf Yourself, still gets millions of hits to this day (with over 378 million elves created so far) because itʼs entirely focussed on personalization.

All too often, brands are focusing on providing that personalisation purely through engagement around the content, rather than considering including it in their content in the first place. “Weʼll encourage user discussion around the video/infographic/app” is a phrase all too often heard in the hallways and boardrooms of agencies and marketing departments the world over, without really thinking about why the user might bother.

Making shiny content might get an audience talking about it, but unless it offers any real value to them and their personal brand, why would they bother sharing it with their own audience? Think about what matters to your audience the most (themselves) and make that your priority. Ask yourself: “Why care, why share?” Because itʼs about me.

 

Source:

http://socialmediatoday.com/ben-martin/1399521/do-brands-really-understand-what-motivates-sharing

Case Study: Plymouth City Bus

CIM citybus

 

Case Study:

Plymouth City Bus

By Chartered Instotute of Marketing (Roxane McMeeken)

Plymouth’s Citybus wanted to get a younger audience on board with a campaign to drive awareness of its cutting edge new app.

The brief Read more

4th International Colloquium on Place Brand Management: Strategic Marketing of Cities Regions and Nations

Lincoln Brunel

After the conference success in UK, the founders of the conference, Prof. Charles Dennis (Professor of Marketing and MarCom Academy Advisory Board Director) and Prof. T C Melewar (Professor of Branding and Marketing at Brunel University and member of MarCom Advisory Board) SBMMA is taking the 4th International Colloquium on Place Brand Management: Strategic Marketing of Cities Regions and Nations to Italy. Read more

دور العلاقات العامة فى التسويق The Role of Public Relation in Marketing

pr-marketing

 

العلاقات العامة – Public Relations  والمعروفة اختصاراً ب PR  هى العملاق الذى اخذ دور كبير فى التسويق الفترة الماضية، ومازال دوره يكبر ويتطور، لدرجة ان هناك من خبراء التسويق من يزعم ان الترويج فى الفترة القادمة سيكون معتمد بشكل رئيسى وربما كلّياً على العلاقات العامة. هذا الكلام هام ويوضّح قيمة العلاقات العامة وان كان ينقصه الكثير من الصحة لأن العلاقات العامة تخدم هدف ترويجى مكمّل للهدف الترويجى الذى يحققه الاعلان، وباقى عناير الترويج الأخرى، كما سأوضح لاحقاً.
 
بالطبع سمعت كثيراً عن مصطلح العلاقات العامة بشكله التقليدى فى الشركات، انها من ضمن الوظائف الروتينية خصوصاً فى الشركات الكبرى، ويكون متخصصى العلاقات العامة فى هذه الشركات دورهم هو ادارة العلاقات بين الشركة وبين العامّة – Publics ، و الاطراف المختلفة المرتبطة بالشركة والتى لها مصلحة معها – stakeholders. Read more
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