Tag Archives: London

Transmedia campaign concepts

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When I first began working in Europe, my first position was that of New Business Assistant at a global PR agency based in Kensington, London. One of my first projects was for a new new business pitch (as opposed to new organic) for a large alcoholic beverage conglomerate.

The problem was that one specific brand had become affectionately known as, “The wife beater of beers.” While compiling the background research for the pitch, I came across info that a sister agency had handled the advertising rise and fall of Sunny Delight.

Wanting to be an overachiever, I called up the head of new business and asked for the agencies notes and experiences. He told me that he had actually worked on this campaign, pitching and was one of the original team members.

We became friends and one day he gave me some of the most important and brilliant advice on creating new new business. He said, “When I stated off in this agency, we didn’t really have a strategy for generating new business leads or a worldwide name for ourselves yet. To get noticed, we made a list of companies that we really wanted to work with. Then we developed entire campaign ideas behind this notion and would send it to the contact with a letter stating, ‘Hey, we don’t work for you now. But this is the quality and level of creativity that you could expect from us if we did work for you.”

In that spirit of brilliance, I have created some ideas for companies that could use Transmedia marketing to audiences to generate bi- or multi-lateral communication and advertising.

Apple – “What does the Apple do for you?” concept

Concern – Apple is a market leader and an industry changer, but it has been met with a slew of bad press as of late. From how it handled the loss prototypes to recent student posting a supposed email conversation between her and Mr. Jobs.

IdeaAbove the line advertising campaign that asks the question – “What does the Apple do for you?” – This would be a 3 part advertising/response campaign – using YouTube, TV, Twitter and Facebook to promote the ad. Invite real people to respond about what Apple does for them. The second stage would be monitoring responses and messages on social networks. The third part would be to launch a response campaign, much like Old Spice, but better. Responses would be read from industry leaders and specialists in fields that people responded in, and then the professionals could provide some of their own personal insights. These would then be broadcast over YouTube, Twitter, Digg and Facebook.

Ladurée – Youth centric print campaign for London

HeavenConcern – Ladurée macaroons are some of the most expensive treats in the world, and worth every penny. A Paris based company, Ladurée has almost always focused on exclusivity, much like all the products in the Groupe Holder portfolio. But Ladurée macaroons are still not TOM (top of mind) for macaroons in the Great Britain, and especially not with young people. A key concern with most companies are how to infuse your product with your CLC (customer life cycle).

Pêché mignonIdea – An above the line print and digital advertising campaign.
Create a renewal of cool and luxury by aligning images of Ladurée with music lyrics or humor that, much like Ladurée, has stayed the test of time.  As an emotional appeals advertising concept, it should also play to humor. The transmedia aspect could include a digitally aggregated question, “What is your favorite macaroon?” Generating interactions with audiences and providing possible content for further advertising. It could also provide important material for deciding if Ladurée wanted to accept influence from audiences about what flavors to develop or bring back the following season.

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Conversations with a MA Marketing Class – My take-away (part 2 of 2)

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Social Media Life - Workstation

In the spirit of what to take-away from a class, I thought that I would add what I took away from my opportunity. First, the students are smart, eager and interested in learning but students don’t just want to be spoken at, they want to be engaged. Both of my lectures began with questions, “What umbrella brands do you know?” “What individual brands do you know?” “How many of you engage in more than one type of social marketing a day?” It took a few more questions, but the students finally did begin to participate. Nothing was worse in school than sitting through an entire 60 -90 minutes of a professor going on and on about text that no one was going to remember. But once I got the class talking, we had a very interactive a lively discussion about branding and the same with working in digital marketing.

Secondly, I learned that students at University are not a connected as you would believe. At the beginning of my second  lecture I asked the students, “How many of you are using more than one social media network a daily basis?” No one raised their hand. This was a little upsetting because this is where real world experience comes into play. We can all work in a day job that we simply go to and then go home from. But if you really want to rise to the top of your peers, then you must be willing to go the extra distance. We all know this, but I think that at times it is easier for us to get stuck in a rut and forget that. We could think of a new opportunity to promote our clients better, but instead of having brainstorming seasons at the end of the day most of us would rather head-out to the pub at 5:15 pm. That isn’t how you win awards, unless you client is in InBev and you are doing some secondary/participatory market research. I know that I have been guilty of this in the past, and, in England, what I learned is that Stella Artois really is known as the ‘wife beater’ of beers.

But the most important thing that I have come to realize from my recent trip is that there are opportunities everywhere. That you never know whose help you might need in the future, and it is better to keep as many contacts as you possibly can. My second lecture was for a professor who was my advisor during my dissertation, and we never really got along. But I have since learned that if I want to find a way to conduct Market Research on Transmedia Advertising, then he will be a key player to making that happen. So much of the world is about making and keeping relationships that you obtain along the way.

I have been asked back to lecture again, so if anyone has any ideas of what to speak about then I am more than eager to hear from you.

Cool Things and New Markets

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This is a second part blog that follows upon the Barriers to Entry that was posted earlier. Enjoy.

When I first started in International Marketing, we would play a game called ‘Noogle night life’ (a combination of Newman and Google).  We would name a client (one that we wanted to work with), the age for the target audience and the number of attendees for the event and with a given max budget. We would all attempt to name the best venue in London, which led to some debate. But I learned that this game could be used in other areas of marketing and use it with Cool Sculpting.

Using George Stigler’s definition of barriers to entrance, I thought it might be a fun idea to discuss the possible barriers to market entrance that certain real life products might face.  And see if anyone has thoughts or feedback on their own challenges of bringing products to market. For our first posting of this project, I thought that we would look at Cool Sculpting by ZELTIQ.

This is a non-surgical option to liposuction that involves a one- to three-hour procedure that crystallizes fat, which is then eliminated from the body.  Cool Sculpting is our product, with barriers to entrance being the topic of discussion.  To make it more interesting I thought that we would look at barriers to entrance for Germany. Not simply because I find myself in Germany, but because the International Society of Aesthetic Plastic Surgery has just released research showing that Germany is the top country in Europe for aesthetic surgery.

Barriers to entrance:

  • Training – It is going to take time, time for doctors, doctors-assistants and nurses who will learn the procedure before they recommend it to patients. Live demonstrations during events and other types of fundraisers should be used to generate awareness and interest among doctors, nurses and doctors assistants.
  • Awareness – Looking at a Google search, there is little known about the Cryolipolysis procedure (the procedure of using cold temperature to destroy fat), and in Germany there is almost zero awareness of this product. A PR campaign should be the first point to generate knowledge and positive attitudes. We would look into promoting Cool Sculpting to a younger target audience.  As this is a less expensive procedure and as it is non-surgical it is possible to generate awareness among younger people who are not more than the 10-15 pounds overweight, as described by Cool Sculpting.
  • Price – According to European Medical Tourist,“Prices in Germany are normally 75% below the cost of liposuction in the US and are individually quoted.” These costs are lower due, in part to a national healthcare system that enforces price regulations. This is important to consider when pricing the procedure for Europe.  While there is no direct competitor on the market, this procedure does overlap with liposuction and should be priced appropriately.
  • Distribution Partners – The middleman is very important. Distribution partners are essential to developing and promoting products in Europe.  Having been to the Hannover Messe and CeBIT, we have learned first-hand the importance of locating and finding the best partners for your products.
  • Competition in the Market PlaceCool Sculpting seems to be first in this new niche market.  But this does not mean that there is not already a surplus of competing products on the market.  This does appear to create a competitive oligopoly.
  • DiversificationCryolipolysis procedures are relatively new, PR efforts can be used to generate awareness and bridge it indirectly to Cool Sculpting.  Germans tend to be more homeopathic in nature, opting to have natural sedatives rather than taking drugs. This is a strong advantage for Cool Sculpting in this market.
  • Regulations from healthcare authority – Each country in Europe has its own regulatory body that reviews and decides if new medications and or procedures are able to be placed on the market. A new product can take anywhere from several months up to 3 years of testing, depending on the procedure or drug. I would suggest networking and building contacts with the ISAPS, BAAPS (UK), the BVL and BfR (Germany). Also, we would consider to applying for a sher gut test. While this isn’t necessary for most cosmetic procedures, it has been proven helpful for products that may later face market competition from similar products to distinguish themselves early on.As for traditional advertising, consult a local boutique agency, ie. Life Healthcare Communications for the UK. Because regulations are extremely strict for anything relating to healthcare advertising in Europe, you must have someone in the market who understands what is possible.

“And what would you have us do, merchant?”

It would be our suggestion that you enter the European market in two ways. A PR campaign to tie Cool Sculpting to the success seen in the United States that will generate general awareness among the public. But this should be done carefully as to not fall into the obesity problem in the US, and Cool Sculpting being seen as just another quick fix.

Secondly, plan events to promote Cool Sculpting to dermatological doctors and surgical specialists with the topic revolving around Cryolipolysis. Have them lead discussions regarding other possible uses for this procedure. Promoting KOLs who are not only relevant in this area of expertise, but if they should also be indirect spokespersons for Cool Sculpting. We wouldn’t recommend general advertising in the first instance.

Creating an event sponsorship budget, for any medical boards that relate to either Cryolipolysis, liposuction, the ISAPS, BAAPS, EADV and EMAA, is also high on our ideas for effective market entry.

Finally, social media carries a lot of weight in Germany. For instance Xing.com, the German equivalent of LinkedIn, has just begun their first above the line marketing campaign. We

Note: This is a hypothetical case, NPL in no way represents nor works with Cool Sculpting. The purpose of this is to generate feedback from people and see what their thoughts are regarding barriers to entry. If we have misrepresented anyone, product or organization then contact as soon as possible and we will attempt to correct this. Now that the legal is done, the floor is open for discussions about what you would do.