Few days ago I experienced two events in synchronicity. This is exactly the kind of magic happening and occurrences click in your mind.
Succeeding a 5-Senses Product Experience
Summer is already here and I literally don’t know anyone who doesn’t enjoy ice cream. Thinking about ice cream category communication you can argue that most of the time it is all about indulgence. You usually see ads with melting caramel close ups, mouthwatering slow motion pack shots and cracking chocolate sound effects to generate the impulse and the crave for ice cream.
As all of this takes place in the wonderful world of advertising, what happens in real life? Ice cream surely looks great, smells great and tastes great in real life, but is this what the whole product experience should be about? Could we involve all 5 senses in the tasting of a product? Continue reading “Succeeding a 5-Senses Product Experience”
Adding ritual for a change and adding odor to a ritual
On a recent low budget city break, we visited Sofia. The unexpected joy of a leisure trip without any particular reason is a priceless feeling.
Speaking about unexpected joy, I can’t help thinking about the category of instant lotteries which works exactly in this way. During my trip, I experienced two cases of clever market practices in this category. Continue reading “Adding ritual for a change and adding odor to a ritual”
Hitting two birds with one stone
Once Johan Cruyf had said “Soccer is simple, but it is difficult to play simple”. This can’t be more true in many aspects of life, ranging from engineering to building a relationship.
I visited a couple of days ago a Stamou dairy shop in my neighborhood. Stamou is a dairy company established in 1964 and growing ever since. They are mostly known for their milk based desserts and sweets and since they are integrated producers, their products are considered to be very qualitative.
Before checking out in the cashier, a salesperson approached me and said “we would like to inform you that all custard filled pastry (in Greek: γαλακτομπούρεκο) are made today and the ones made yesterday are always in half price discount”. That simple… In a single sentence the salesperson tackled two important issues: freshness of end product and stock management.
Selling is simple, but it is difficult to sell simply.
The power of sorry for a quick turnaround
Most of us have experienced arrogant behaviors from brands or hilarious mistakes in email campaigns. Incidents like these happen quite often and they shock, to a small or larger extent, consumers’ trust to the brands as they evoke a spectrum of negative thoughts and feelings.
I had a positive experience with the www.doctoranytime.gr in two cases where they followed a very professional and efficient approach (both offline and online) to serving my needs as a customer and patient.
One day some weeks ago I received an email from them with regards to my appointment with my gynecologist. Nothing wrong with that really, besides the fact that I am a man…
I didn’t stay to this incident much to judge negatively the company, however I felt a little concerned about how this company uses my address to distribute emails and it crossed my mind to unsubscribe from the mailing list. For some reason I didn’t and to my surprise I received some minutes after the first “gynecologist appointment” email a second one from them… Continue reading “The power of sorry for a quick turnaround”
Marketlikes 2015 in review
The WordPress.com stats helper monkeys prepared a 2015 annual report for this blog.
Here’s an excerpt:
A San Francisco cable car holds 60 people. This blog was viewed about 1,000 times in 2015. If it were a cable car, it would take about 17 trips to carry that many people.
Empathy in marketing
It’s only few weeks after the terrible terrorist strike in Paris on the 13/11/2015. This has been an attack that shocked the entire western world as we know it and spread sadness to everyone. Paris, similarly to New York have been terrorist targets not only because they belonged to France and the USA, but mainly because they are iconic cities with landmarks widely known to the world and synonymous to the western way of living. This is exactly the same reason these two cities have been vastly used in marketing campaigns of several products.
Few days after the attack, I visited my neighborhood’s supermarket for the weekly grocery shopping when I saw a perfume product display with the promo message #myriseparisi (translate from Greeklish: #smellslikeParis).
Alternatives to an Outstanding Point of Sales Messaging
Well summer of 2015 is over…for good. It has been a memorable summer for a number of reasons. Now that I try to gather my thoughts and go through the summer photos, I came across this funny photo I shot in a village near Chalkida and my mind instantly traveled back to the relaxed time we had over there. However -and you can call this perversion- I just also thought that this is a great effort from a plain Farmer to communicate at the Point of Sale.
The sign reads in English:
For three reasons you should do your shopping:
- Because we use no pesticides → Here
- Because the stuff is fresh from the grove
- Because it’s cheap
The result is surprisingly good especially if you consider the educational level of the author… but can we do it better? Continue reading “Alternatives to an Outstanding Point of Sales Messaging”
Designing for impact and differentiation
I recently observed the new design for DUO condoms series while waiting in line at a kiosk. I was impressed that the design was so powerful that stood out even in the very cluttered environment of a Greek kiosk.
The design appealed to me and I believe it broke the clutter and differentiated from the competition for three bold reasons: Continue reading “Designing for impact and differentiation”
About vending machines – the right merchandise in the right context
On one of the most trend setting islands in the world, as many would argue, I came across this one-of-a-kind vending machine…selling underwear. In adjacency to the Dsquared2 store in Mykonos this vending machine aims to fulfill the demand for instant gratification on an island that is always on.
Does this vending machine sell well?…I honestly don’t know. Sure thing is that a lot of people that passed by, took a photo of it before my eyes. What a great way to encourage user generated content and probably social media impressions!
Last year a bank’s ATM was positioned in the same place but where fashion is the social currency and the people are active 24/7 you never know when you’ll be in need of a stylish pair of underwear.
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