Wednesday, November 14, 2012

"Real Marketing" And Why People Love It


Coke Zero & 007: An Example Of "Good Feeling" Advertising

Recently, I have heard people comment on their favorite advertisements and their favorite brands. We recently watched the new “Coke Zero” commercial (which had the very appealing James Bond theme) and it seemed to amaze my classmates as much as it did me. The humor of the commercial (as the contestants try to avoid many road blocks to get to their free tickets) paired with the long-awaited 007 movie and creative advertisement idea, has become a popular ad on YouTube with almost nine million views.

Seeing really good marketing puts a little more color back in my day. When I see a commercial that absolutely nailed its target market, or an advertisement that makes me think, my day gets better. That is, according to a few guest speakers we’ve had in this class, the point of good marketing: doing it right will show your customers how you will make their lives a little bit easier. That, or it will make them feel good by evoking emotion or being humorous.

Coke Zero Crushes It

Chipotle and "Food With Integrity"


Recently, I was talking to a classmate from a different class about her favorite commercials. She said that her favorite marketing campaigns are when marketers show off their brand by telling a story about the products and where they came from. She explained that she recently saw an impressive advertisement for Chipotle, a Mexican restaurant.

Chipotle's "Food With Integrity"


Upon doing research on Chipotle, I found out why they were so popular with people: they showed where their products came from. A restaurant that is against unprocessed food, Chipotle launched the commercial (that my colleage saw) with the company showing their customers where their fresh products came from.

In an article from Fast Company, Danielle Sacks goes into detail about Crumpacker, Chipotle’s chief marketing officer:

“Crumpacker doesn’t play that game at Chipotle, choosing instead a fast-food heresy: Tell customers what’s really inside its burritos. "Typically, fast-food marketing is a game of trying to obscure the truth," he says. "The more people know about most fast-food companies, the less likely they’d want to be a customer." His creative approach is as unusual as that of co-CEO and Chipotle founder Steve Ells, a high-school pal from Boulder, Colorado. Ells continues to obsess over sourcing the finest sustainable ingredients as the company’s culinary chef. "Today, even with 30,000 employees, the crew will come in the morning and see all this fresh produce and meats they have to marinate, rice they have to cook, and fresh herbs they have to chop," says Ells. "There have been many opportunities over the years to take that all away and introduce highly processed foods, but we’ve done just the opposite."

This article also states that Chipotle was on Fast Company’s “The World’s 50 Most Innovative Companies” list of 2012. 


"Real Marketing"

Using fresh products and meats? Tell customers what’s really inside its burritos? Not too many food outlets other than Chipotle would take any of these into consideration, but people like being told where their products come from. In a different article from Fast Company, Mike Doherty goes into a similar issue with his article “The Story Behind The Stuff: Consumers’ Growing Interest In ‘Real’ Products”:

There’s evidence all around us--whether it’s watching someone gush over the sleek design of a new phone and then seek out the perfect hand-carved, petrified-jungle-wood case to put it in, or the proliferation of farmers markets in big cities--people are looking for, and need, realness. There is a powerful urge to get in touch with what they believe is a more “real” world, and it’s leading us to a place where signs of realness take on greater value.

Also according to Doherty, there are a few shifts that are going on that indicate the success of companies that choose to advertise “real” things:

1) People like to “know where their food comes from and what’s in it” and are overall more skeptical of what goes into their products

2) People want to see real world connections (“the desire for real personal interactions is so strong that two-thirds of teens (65%) and three-quarters of parents (75%) say they would be willing to give up a weeknight activity if it meant they could have a family dinner”)

3) People want to see accurate life styles portrayed

4) People want to see the “cracks” that depict real life flaws

Real Marketing = Really Successful

Keep It Real


The next wave of successful marketing will reside in this form of “real” marketing: marketing where your products really come from, and marketing that shows your product being made with a realistic experience. Call me a little bias, but I love this way of marketing: it’s real and it makes the overall experience more substantial in a consumer’s eyes.

Mike Doherty explains ways that brands can become marketing winners:
1) Offer Real Experiences (for example, “BMW and Volvo offering the opportunity to take delivery of your car at their factory so you could tour the countryside in your new car”) 
2) Play A Real Role That Inspires (“The rise of real has created new opportunities to help people achieve a more holistic and meaningful life”) 
3) Create Real Products (the article mentions Chipotle’s “Food With Integrity” here) 
4) Give Real Access (“Whatever brands do to embrace the rise of real, it is more important than ever for brands to give people things to DO rather than just tell them what you have. More and more, consumers are seeking realness in the way they live and the products they buy.”)

Resources:

http://www.youtube.com/watch?v=RDiZOnzajNU
http://www.fastcompany.com/3002249/story-behind-stuff-consumers-growing-interest-real-products
http://www.fastcompany.com/most-innovative-companies/2012/chipotle



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