Web 2.0 has redefined traditional consumer marketing. Traditional marketing is always about creating products,right pricing, back it up with aggressive advertising/communication and having a robust distribution system in place. Getting the marketing mix (4P's) right is considered as the formula for success.
The web 2.0 and social networks have ushered a new era where brand "connect and experience" are not just tactical initiatives but key strategic drivers for business growth .In today's context, brands meet the consumer where they are which is different from how traditional marketing companies operate. We see B2C brands like Red Bull,Whole Foods,Comcast and many other brands across categories connecting,interacting , engaging the consumer through social networks/interactive online platforms like Facebook,Twitter to create a wholesome experience for the consumer with the brand.To further humanize the relationship leading personalities represent the brand, as trust agents
, in the social interactions. Example Scott Monty of Ford, Matt Cutts of Google....This shift in interaction levels and new found freedom for the consumer in the online space will naturally have a cascading impact on the interactions with brands in the offline space.Some brands have spotted this trend early enough and are very aggressive on Below the Line ( BTL) promos which creates a brand connect with the consumer.On the other hand it is very tempting for large brick and mortar brands to negate this trend based on their conventional wisdom.Warning!!!! Don't wait any further.Brand's must " Connect and Create unique Experiences" for consumers and that is the future.Be it offline or online. Successful brands will try create many such opportunities for consumers... Reason for this shift:
- Consumers have experienced this new freedom of interacting with brands up close,especially in the online space
- This change in interaction will have an impact on consumers expectation of similar experience in the offline space as well- cascading impact
- We live in an over communicated society with plenty of product options. The brands that humanize its relationship with consumer stand to gain
How can brands connect with consumers in the offline space,humanize relationships and create unique experiences? Lets try and attempt to do this connect using a popular brand.
Kelloggs- Popular Breakfast cereal
It took 16 years for Kelloggs to change the breakfast habits of Indians.When Kelloggs was launched in India in 1994, it didn't do well for 3 major stated reasons:
- Indians are not used to having cold milk in the morning but Kelloggs cereal was well suited with cold milk
- They had a rooster in th pack which made people think it was a non vegetarian product.
- The product was not Indianized
Since then the product has come a long way in replacing the traditional Indian breakfast. How can they do better?
Scene Change:Consumers connect visit to beach in the morning to health and fun. Kelloggs have consistently positioned themselves as "fun & tasty breakfast".How can the brand use this opportunity to "Connect and create unique Experiences" for the consumer?.
The promo should be run as follows:
- Kelloggs should open a cereal hut in the beach called as KeLOGIN(to make digital natives identity with the brand)
- The store will be open only in the morning from 5am - 9am targeting the health freaks who come to the beach
- Consumers spend some time with friends and possibly catch up for breakfast especially during weekends.Use this opportunity...
- Create innovative breakfast options using Kelloggs cereal apart from the regular ones and induce trial.. I remember one of the restaurants in Pondicherry had murukku sandwich (Indianizing sandwich) in its menu
- Indianize it by creating new healthy and tasty options like Chocos Dosa,Museli Vada. I am sure culinary experts can help create such interesting options. If Oreo Pizza ,Panner Pizza can sell why not Chocos Dosa...
- Consumer would want to try out new breakfast options and this approach will help consumers adopt cereal as a part of the breakfast menu
- This promo will certainly create an opportunity for the brand to connect and create unique experiences.Marketers will gain immensely from this interaction between the brand and the consumer.
This is very different from the traditional approach of advertising, store merchandising and other promos which will result in one way communication between the brand and the consumer.
After this unique experience, the brand will possibly be top of mind for the consumer which will lead to positive word of mouth hence retail sales will pick up.
After this unique experience, the brand will possibly be top of mind for the consumer which will lead to positive word of mouth hence retail sales will pick up.
Am hungry... lets meet at KeLOGIN for a Chocos Dosa...Sounds crunchy :-)
3 comments:
When we go for a movie, most of the time we end up spending more for food than the actual ticket cost. Most of the multiplexes have understood this and built restaurants within the complex. The same consumer goes to a beach with family or friends and there is huge opportunity to set up kiosks in the beach. I would love to have a cappuccino sitting in the beach with cool breeze. But never found a kiosk of café coffee day or anyone else.
To prove a point, Recent ET article says that Delhi’s India Gate is the country’s single largest point for selling ice-cream, closely followed by Chennai’s Marina Beach. Also, it’s a great place to do pilot testing…
Ramani... Awesome idea..Truely resonates witht he thought I had in mind
A pharmacy which is situated opposite of the child specialistin mylapore selling all kinds of bakery items, chocolates etc., they persuade the kids and it sells also than the medicines :)
Higher secondary schools and colleges are the right area of branding these kinds of products I believe.
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