Where is the marketing Graal? Should your company be focusing on Consumer’s retention or acquisition? This is a difficult question to answer and the solution will different from one business to the other.
Anyhow, should ask himself the question of advantages and weaknesses of both target group in order to chose the appropriate strategy to target them.
27/10/2009
22/10/2009
Danone: 14, 15 or 17 years in Russia?
How old is really Danone in Russia?To celebrate its 15 years in Russia, Danone set up a special offer: "15 years in Russia, -15%".
20/10/2009
Why you need user-generated content
Many times you may feel that you want complete control over the content of your site, and in some instances this is totally appropriate. Controversial sales pages come to mind. However, in most cases, user-generated content can be beneficial in a variety of ways. We’ll go into the advantages below:
The End Of “Non Standard” Communication?
Marketers are often referring to buzz marketing, web 2.0, ambient media, social media… as “non standard” advertising. If we look back in time about what happened last 10 years, we must admit that there where more innovation in communication techniques than ever before. The Pandora box has been opened and everyday a newest and hypest way to market was brought to light: Massive e-mails campaign let place to Spams, promo became street / guerrilla marketing, TV commercials became viral videos, interruption marketing became permission marketing, customers became brand ambassadors, special events became buzz marketing… All this was very confusing at the end of the day as communication trends are evaluating faster than anyone can forecast. Today very few viral videos succeed in cutting through the clusters, massive e-mail campaign have generally a 2/3% return rate, 3 years ago nobody knew about Facebook or twitter, virtual world are attractive anymore only to hard gamers…
19/10/2009
The Legend of Carrefour
Yes, Carrefour speech is confusing. For the opening of their first hypermarket in Russia (Moscow), Thierry Garnier, Member of Carrefour Group Executive Committee, has stated: "The Carrefour Group believes that the Russian retail market has outstanding long term potential and considers it to be one of the strategic priorities for the company’s international. "(source http://www.carrefour.com/ )
And now to declare that they do not see enough perspective in the Russian market. This could be irritating.
Ok, Carrefour came with a pretentious view on the Russian retail market, shouting everywhere that they are "the first retailer in Europe and the second world and most internationalized retailer", aiming to have a leadership position on the Russian market. This could be irritating as well for the Russians in general.
And perhaps as well they underestimated the people they were negociating with...
Finally they did exactly all that should not be done when trying to enter a market. And everybody seems to be delighted with the news: Carrefour will sell its activities in Russia. When French titles are neutral, Russian ones are hard and ironic: "Carrefour takes flight", "Carrefour, first european retailer and second in the world, did not survive in Russia", ""Carrefour did not achieve its conquest of Russia"...French people are at the same time associated to Carrefour: "French people are running out of Russia", "French people didn't survive"...
Of course Carrefour is not representative of French companies neither of French people.
And now to declare that they do not see enough perspective in the Russian market. This could be irritating.
Ok, Carrefour came with a pretentious view on the Russian retail market, shouting everywhere that they are "the first retailer in Europe and the second world and most internationalized retailer", aiming to have a leadership position on the Russian market. This could be irritating as well for the Russians in general.
And perhaps as well they underestimated the people they were negociating with...
Finally they did exactly all that should not be done when trying to enter a market. And everybody seems to be delighted with the news: Carrefour will sell its activities in Russia. When French titles are neutral, Russian ones are hard and ironic: "Carrefour takes flight", "Carrefour, first european retailer and second in the world, did not survive in Russia", ""Carrefour did not achieve its conquest of Russia"...French people are at the same time associated to Carrefour: "French people are running out of Russia", "French people didn't survive"...
Of course Carrefour is not representative of French companies neither of French people.
Carrefour in Russia: just in, already out...
What a pity...
14/10/2009
Уже не модние...
Creativity and advertising: how far can we go?
Be visible, have impact, catch attention...ok, but not at any price!
Advertising can kill a brand or destroy brand image. Just remember Benetton.
L.K.
12/10/2009
С Днём Рождения!
Let's congratulate hypermarkets Perekrestok for their 14 years with us ("14 лет с Вами"), Auchan for their 7 years in Russia, and Metro for their 50 stores opened in Russia ("Нас уже 50 METRO").
School for customers
Hypermarkets НАШ in Russia understood that customers need to be educated. They have to know small things before going and shopping in НАШ stores. What is the difference between "наша цена", "шок цена", "наш продукт", "ещё дешевле"and "новинка", all these signs that you can find dispatched in the stores?
You can get all needed information on their site http://www.7cont.ru/ ...No, it is not a mistake, I am talking about НАШ. Company "The Seventh Continent" has several stores including НАШ. That is why as well you can find НАШ products in Seventh Continent stores or why you get Seventh Continent magazine in НАШ stores...question of positionning...
To avoid confusion and to make sure customers know all benefits they can get with НАШ, here are some explanations (source: http://www.7cont.ru/) :
"наша цена": more than 1000 products in НАШ hypermarkets are at minimum price. Every month the list of products is changing...
"шок цена" : simply products that are are really incredible low prices
"наш продукт": special assortiment of products with best prices in their category
"ещё дешевле": НАШ is decresing prices on most actual products for a short period of time
"новинка": dedicated to show increase of НАШ offer.
Can be as well added at this period of time 2 other special offers: "Russia!Victory!" and "Dishes from Italy" with special prices, gifts...
Now you have everything in hands..good luck!
L.K.
You can get all needed information on their site http://www.7cont.ru/ ...No, it is not a mistake, I am talking about НАШ. Company "The Seventh Continent" has several stores including НАШ. That is why as well you can find НАШ products in Seventh Continent stores or why you get Seventh Continent magazine in НАШ stores...question of positionning...
To avoid confusion and to make sure customers know all benefits they can get with НАШ, here are some explanations (source: http://www.7cont.ru/) :
"наша цена": more than 1000 products in НАШ hypermarkets are at minimum price. Every month the list of products is changing...
"шок цена" : simply products that are are really incredible low prices
"наш продукт": special assortiment of products with best prices in their category
"ещё дешевле": НАШ is decresing prices on most actual products for a short period of time
"новинка": dedicated to show increase of НАШ offer.
Can be as well added at this period of time 2 other special offers: "Russia!Victory!" and "Dishes from Italy" with special prices, gifts...
Now you have everything in hands..good luck!
L.K.
09/10/2009
Question for a champion
"Seventh Continent" is very active in the field of promotion. Every month you can find a leaflet at the check out promoting several products with 10% price reduction ("Шок цена")... if you have got the VIP discount card. And in September, if you bought minimum for 2000 roubles of products, you could get from 5% to 14,5 % discount on your next bill...14,5% only with Seventh Continent discount card... Is everything clear?
Question for a champion: what will be your benefit at the end of the month?
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Question for a champion: what will be your benefit at the end of the month?
L.K.
06/10/2009
Questions of signs
How many people walked past a board or a sign without seing it? How many people saw information but didn't give any attention to it? How many people tried to understand a message but never did?
More and more purchasing decisions are taken in the stores.
First task is to grab attention. Put your information in the right place. Better to have a poor message in the right place than a wonderful one but invisible.
Then deliver a clear message, easy to read and easy to understand. Customers should not spend even one minute to catch your point.
Respect the order and levels of reading and coordinate all your messages even more if they are grouped. If your message is not understandable or if you give too much information, you will loose your readers and turn your action into a flop. "Too much information kill information".
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More and more purchasing decisions are taken in the stores.
First task is to grab attention. Put your information in the right place. Better to have a poor message in the right place than a wonderful one but invisible.
Then deliver a clear message, easy to read and easy to understand. Customers should not spend even one minute to catch your point.
Respect the order and levels of reading and coordinate all your messages even more if they are grouped. If your message is not understandable or if you give too much information, you will loose your readers and turn your action into a flop. "Too much information kill information".
Which promotion for which product?
Last but not least: control! Make sure that your message is the same everywhere in your entire store...till the very last moment: check-out.
Same day, same department...
L.K.
01/10/2009
Buzz marketing and crisis
The Buzz marketing as a communication tool to reach your objectives beside crisis
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchangingofferings that have value for customers, clients, partners, and society at large. It means that any marketing executive/manager should adapt their product the best to satisfy consumers. Theories of marketing and advertising are supposed to give the irrevocable formula that will make your product a success. But the world, the people, the mentalities are changing every day, isn’t it? And companies have a clear choice: to adapt or to die. No one can live forever on a previous success. So the fact that world economy is on crisis shouldn’t be seen as a “problem” for marketing people, but as an “information” that they need to adapt their offer to a new reality: The economy is more fragile, companies are closing, salaries are cut, people get afraid of loosing their job, they consume less which push the economy to be even more fragile. The circle is complete. It doesn’t mean that customer will stop buying, it means that they will consume differently. And companies that are able to understand / anticipate these new behaviors and adapt themselves to it will survive the crisis. The others could be not that lucky.
Let me ask you a key question: Have you though about the crisis as a positive happening? Which opportunities have been created thanks to the crisis? As a marketer you probably already asked yourself this question. For my part I see at least two answers:
First, by decreasing their advertising budget, your competitors will loose part of their visibility. It means that it will give you extra-opportunity to get visible and increase your awareness level.
At this point you may or may not have a relevant communication budget. If you do, than do not hesitate to discuss extra discount with your agency, you will have it. The big question is what to do when you don’t have sufficient budget anymore? Buzz marketing will provide you with the solution.
Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchangingofferings that have value for customers, clients, partners, and society at large. It means that any marketing executive/manager should adapt their product the best to satisfy consumers. Theories of marketing and advertising are supposed to give the irrevocable formula that will make your product a success. But the world, the people, the mentalities are changing every day, isn’t it? And companies have a clear choice: to adapt or to die. No one can live forever on a previous success. So the fact that world economy is on crisis shouldn’t be seen as a “problem” for marketing people, but as an “information” that they need to adapt their offer to a new reality: The economy is more fragile, companies are closing, salaries are cut, people get afraid of loosing their job, they consume less which push the economy to be even more fragile. The circle is complete. It doesn’t mean that customer will stop buying, it means that they will consume differently. And companies that are able to understand / anticipate these new behaviors and adapt themselves to it will survive the crisis. The others could be not that lucky.
Let me ask you a key question: Have you though about the crisis as a positive happening? Which opportunities have been created thanks to the crisis? As a marketer you probably already asked yourself this question. For my part I see at least two answers:
First, by decreasing their advertising budget, your competitors will loose part of their visibility. It means that it will give you extra-opportunity to get visible and increase your awareness level.
At this point you may or may not have a relevant communication budget. If you do, than do not hesitate to discuss extra discount with your agency, you will have it. The big question is what to do when you don’t have sufficient budget anymore? Buzz marketing will provide you with the solution.
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