Only One Navy Blue Lace Maxi Dress. What's in a name? ‘Share a Coke’ campaign gets 550,000 Instagram posts. Say goodbye to the scantily clad "models" and suggestive marketing that have become synonymous with Abercrombie & Fitch.
On Thursday, the company sent out a memo to regional and district managers regarding store policy changes at its namesake and Hollister stores. The moves include no longer hiring store associates based on body type or physical attractiveness, and changing store associate titles from "model" to "brand representative. " The brands' presidents also said that by the end of July, there will no longer be "sexualized" images printed on shopping bags, gift cards or other marketing materials. Both brands will also discontinue the use of shirtless models at store openings and events.
The teen retailer's changes come as the presidents, Abercrombie's Christos Angelides and Hollister's Fran Horowitz, try to turn around the company's image in the post-Mike Jeffries era. In hot water "Candidly, we go after the cool kids. Giraffe Social Media. Let's be honest, how many of us, even though we don't want the drink, have wandered to the refrigerated beverages section to sift through bottles of Coke with personalised names on it?
And bought it just because it's there? Yea, I'm sure there are a few of us. The personalised bottle summer 2013 campaign rolled out by Coca-Cola is based upon the easiest principle in marketing and PR - INVOLVE YOUR CONSUMER! They successfully did this by giving their consumers a sense of ownership of the brand. Ok, so Starbucks introduced names on cup, but there's having your name hand-written on a cup and then printed on a bottle! The campaign did well to reconnect to lost consumers and introduce new ones. 'Share a coke with' is a fantastic example of integrated marketing communications with the Facebook digital coke sharing, YouTube share a coke with video and the Share a Coke roadshow.
Sorry Kane and Phil, still on the lookout for yours... Meera Patel - Content Manager - @MeeraGiraffeSM Related. The Name Game- Coca Cola’s #ShareACoke Summer Ad Campaign - SEO and organic search news and blog. From mindless doodles to large scale graffiti to even the incarcerated carving into their cell wall; humans have an innate obsession to their own name.
We can all recall the juvenile glee and thrill we experienced as children upon finding our names on Alice bands, novelty notebooks or pens. The connection we then naturally formed with these inanimate objects; the feeling of ownership and recognition, manifested itself into a sense of responsibility to purchase the item bearing your name. It is this amalgamation between consumer and the consumer’s identity that has formed the backbone to Coca Cola’s summer campaign. Coca Cola’s decision to drop their own brand name from the side of their bottles and instead choose to brand their own product with customer names has, in turn, seen massive social media traffic boosting their online presence.
With the tag line #shareacoke consumers are encouraged to share pictures of themselves with their personalised bottles.
Understanding Consumer Identity. Finally, marketers are acknowledging the necessity of listening to consumers – aka "people" – and brands are adjusting to the social networked environment by opening conversations.
Market researchers cannot ignore these developments since they dictate the necessity of understanding peoples' identities, not only their interests. We Are People, Not Data Points – See Us Live Times of societal stress demand that marketers comprehend the authentic experience of individuals' personal worlds, which includes one sillogical preferences, innocent desires, messy assumptions, and untested deductions. The key to making a successful transition will be found in focusing on the changing ethos; in short, taking note of what tongues are saying. This emotional-cognitive progression is ceaselessly informed by the development of one's self-identity, which underlies their unconscious purchase calculus.
People buy into things that fit their personal brand of meaning. Hearing, Not Just Listening.
Chapter 2 - Nan & Faber. 50.pdf. Viewcontent. Stavrakakis.pdf. 9376_016783Part3. Essay_Danielle_Jackson.pdf. Production. Research. Dissertation related. PMP. Semiotics. Discourse. Advertising. Consumerism.