Alex Woodruff Biz Buzz

While the world’s eyes were on South Africa for the World Cup, Bavaria beer from Holland (who’ve already featured on this blog for “spoofing” the classic Heineken ad) pulled off one of the highest profile examples of ambush marketing I’ve ever seen.

Source: Guardian News/Andrew Boyers/Action Images
The official sponsor, Budweiser, were clearly not amused. FIFA [...]

Pick up better habits
This example of conative marketing - ie, A for Action, caught my eye a couple of years ago. You see a cigarette on the pavement, pick it up, but then find it contains a message on how to quit smoking.
It’s simple and effective.
What really hits home though is the way it [...]

My eye was caught recently by an item in a specialist marketing and advertising magazine about guerilla marketing. An ad agency in the relatively small German town of Eschweiler had obviously been briefed to create as much hype as possible for the opening of a new Tamaris shoe shop. The publicity stunt they came up [...]

Try me kids, buy me parents.
The conative part of the AIDA process involves motivating people to buy. With some buying processes it’s hard work convincing people they’re about to invest their money in a good buy.
So what you do is place the product right in front of them. In fact in some markets [...]

The Action part of AIDA is important when it comes to finally getting someone to do something (ie, buy). One approach is to let people try the product for themselves. Like test driving a car (by which time advertising for awareness and gaining interest should be under the bridge).

Try me. Break me…
This product tried [...]

In a market where a loyal customer counts as someone who buys your product 4 times a year (washing powders), it’s always difficult to keep people interested. Let’s face it: nobody spends their whole day thinking about washing powder.
Especially in the summer, lots of Mums and Dads are on holiday or away, out and about [...]

In the top left-hand corner of the Ansoff matrix you are encouraged to achieve business growth by sticking with the same products and sticking with the same market or customer. Easier said than done.
But loyalty promotions and below-the-line activity that encourage customers to use more are one way of doing this.
Here’s a good example. Ocean [...]

Being the leading brand in your sector - with the highest awareness and plenty of interest and desire from your target market - isn’t everything. You still need something to stimulate customers to buy. Action.

Catching kids unaware
Haribo does this by using pester power. Kids have so much influence over parents that all you need [...]

In the AIDA process, getting the A for Action can be an expensive exercise.

PoS marketing, reaching out to the consumer
One way to get customers going in consumer markets is to reach out to them at the point of sale (PoS). This allows you to enter into instant dialogue with the target market, especially at [...]