Latest / The Galaxy of Marketing / Pen vs. Campaign

Transcript

Pen vs. Campaign · The Galaxy of Marketing

• 0:00
  Can one usual plastic pen replace a marketing
• 0:02
  campaign? Well, you can call it a joke, but I
• 0:05
  call it a genius marketing at work. Because one
• 0:08
  pen can create positioning, emotional connection,
• 0:11
  and serve as an effective ad. And today we will
• 0:14
  learn how exactly. Hello, marketing explorers!
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  I'm Olga Kay, a marketing major who tells how
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  the real marketing works. And today it's time
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  to discuss traditional marketing strategy that
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  goes into the very deep of our hearts and human
• 0:28
  nature. freebies. But before we go into the deep
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  and dark details, I made it easy for you and
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  framed answer in just three words. Memory, emotion,
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  routine or MER, however you prefer it. So a good
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  freebie makes people remember the brand, creates
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  positive memories with the company and gently
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  reminds consumer of the brand existence. You
• 0:51
  can thank me later. Now let's get into our favorite
• 0:54
  details. Average person is exposed to about 10
• 0:57
  ,000 ads, direct or indirect, per day. Imagine
• 1:01
  how hard it is to be remembered. But a simple
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  branded freebie or a gifted company product can
• 1:06
  remind the consumer of you often enough to be
• 1:09
  recalled within about 6 -12 months. An impressive
• 1:12
  result for a pen, isn't it? But routine is a
• 1:15
  powerful ally, and the frequency of exposure
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  plays a vital role. According to Advertising
• 1:20
  Speciality Institute, or IC, as I call it, the
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  branded merch is kept on average for 8 months
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  and creates thousands of impressions within its
• 1:29
  lifespan. Here's a simple example. On the new
• 1:32
  welcome fair, my university well -being department
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  gave away a lot of pens and pencil cases. Now,
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  that pencil case is at my desk, and I definitely
• 1:41
  remember that there is a mental health department
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  within the university. And if, by any chance,
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  I will be needing a mental support, guess whom
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  will I call first? It works exactly the same
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  way with brands. But let's not forget about emotions.
• 1:57
  This one is a bit more complicated. Well, hard
• 2:00
  enough for scientists to give up on it and hand
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  the job to the marketers, just so you know. Emotional
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  connection with a brand is important during choice
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  and purchase, and freebies are a great instrument
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  to create a positive one. If done right. But
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  worry not, I made a guide for you to nail it.
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  First, freebies should be branded. Because one
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  of the main tasks of the freebies is to remind
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  consumer of the brand, otherwise they simply
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  won't know which number to call when they need
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  to. Second point is not so obvious, but extremely
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  important. Quality of materials determine positioning.
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  Because the quality of materials and type of
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  branded goods can tell a lot more about the company
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  than words and leaflets will ever do. So if you're
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  dealing with a small company, you'll most likely
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  receive a typical plastic pen and maybe stickers.
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  But the wealthier brands will offer you thermal
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  flasks, leather notebooks and good heavy pens.
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  Trust me, I know a lot about pens. The third
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  point is touching or sensory experience. Some
• 3:03
  things like bags and pens are to be used on daily
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  basis. So when they are rough and inconvenient
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  to use, they may cause a lot more irritation
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  than happiness. Yet, when they're nice and smooth,
• 3:14
  customers get another dose of dopamine. Fourth
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  point. Beware of useless traffic. One of the
• 3:22
  most common practices is to ask people to subscribe
• 3:24
  to the social media pages to receive gifts. But
• 3:27
  this is a controversial strategy. The truth is,
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  many people become freebie seekers who just want
• 3:33
  to receive a gift and never engage with the brand
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  again. We cannot blame them, but we should be
• 3:39
  mindful of them. Because it leads to lower activity
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  on the page. And because of that, algorithm may
• 3:44
  suppress natural organic growth. Be careful with
• 3:47
  this strategy. Need a break? Oh, come on. Longer
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  attention span is supposed to be trained, because
• 3:54
  marketing never rests. Let's continue. And what
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  about expensive freebies? Even though they cost
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  a lot, they are what makes you memorable. Unless,
• 4:04
  of course, you dance Zumba before giving away
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  cheap stuff, but that's a rare case. So, turning
• 4:10
  back to my university example. A few days ago,
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  they made an event with a few other companies,
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  all of which brought freebies. I can hardly remember
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  the majority of them, but I do remember the engagement
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  team that gave me the metal water flask that
• 4:24
  I'm super happy to own and definitely willing
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  to use. Such items have much longer lifespan,
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  create more brand impressions, and definitely
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  do impress potential customers. So they are MER
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  at its best. Now, when we have covered the basics
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  of freebies, It's time for reflection. Recall
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  one moment when you was given a freebie. Any
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  moment. It can be anything from the pack of noodles
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  or pencil case or the backpack. How did you receive
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  it? Was you happy when you got it? And do you
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  still remember what the brand sells? Or at least
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  what brand gifted it to you? If you answered
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  yes to the last few questions, then congratulations,
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  you already have a memory and experience of how
• 5:07
  a good freebie marketing looks like. But there
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  is always room for improvement, especially if
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  you answered no. What could the brands do differently?
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  Should the freebie itself be of a higher quality?
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  Or were the circumstances of receiving it not
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  as good as you would want them to be? The reason
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  I'm asking you all this is because in the answers
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  you will find exactly what people crave for when
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  they receive freebies. And most importantly,
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  you'll understand what framed emotional connections
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  to the brand through that object. It's time to
• 5:40
  turn on your marketing brain and create a genius
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  marketing plan. So, can a brand replace a marketing
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  campaign? Maybe not. At the very least, not entirely.
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  But it certainly can replace annoying ads and
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  put the brand in the top of a consideration list
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  without wasting the budget. So next time, before
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  uploading 1000 unnecessary stories in Instagram
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  per day, consider another strategy that will
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  probably, or most likely, save you a lot of money,
• 6:07
  budget, and your SMM specialist from the mental
• 6:10
  breakdown. Trust me, I know what I'm talking
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  about. Thank you for listening to this episode
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  up to the end. Honestly, it was a bit of a challenge
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  for me to make this one, so hope that you like
• 6:22
  it. But in whatever case... Please let me know
• 6:25
  what you think about it in the comments and what
• 6:27
  would you like to hear about next. The Galaxy
• 6:30
  of Marketing still has a lot to offer, so don't
• 6:33
  waste your marketing motivation and hopefully
• 6:34
  hear you in two weeks.