Category Archives: Uncategorized

Ad-volution?


Several times in life we get impressed by things that really strike us at our visceral level. The Marketing industry sometimes exaggerates in the dose of sexuality, physicality and other things that might seem abusive to a larger audience. The Ad-volution(Evolution of Ads) has seemingly  and repeatedly tried all kinds of ads possible in order to grab people’s attention. But this is not the case.

This particular Ads represents a “quiet” and “inoffensive” portion of our society that has not being able to speak for themselves and most of the minorities have been able to. It talks about CHILD ABUSE.

But how can it send the message across without exposing parents and children under circumstances that could turn the situation even worse? This clever and well-elaborated ad seems to have found the solution. But secretly communicating with their target audience, the ads gets the attention of its exclusive ‘clients’. See images and video below and get the overall idea of it.

This first image is what adults see at the bus stop. Apparently, even though the title outlines Child Abuse,  there is nothing wrong with the child shown on it.

secret-message-sign

 

 

 

 

 

 

 

But for the children who see it there a huge difference. They can easily see this child beaten up. But how?

image

 

 

 

 

 

 

 

 

It all comes to the height and views perspective. By being higher than children, adults dont know catch the right angle and so are not able to see the beaten up kid. However it is clear for the kids to see the aggression that kid suffered. The below how this works in practice.

Child Abuse (1)

o-CHILD-ABUSE-AD-570

So the idea was to use the average height of a child and make them able to see the real message this ads intended to show.

How effective this seems to be? Too much controversy? Are future ads going to be that expressive in terms of bringing up a social and serious issue to society?

 

 

 

 

What’s  your opinion about it? Leave a comment, Don’t forget to have a look at the video.

https://www.youtube.com/watch?v=F8iAchhGYXc

 

Diego Romero

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Marketing is all about being authentic!


PEPSICO BEYONCE CANTake these two marketing actions side by side “Beyoncé endorsed by Pepsi” vs “007 Skyfall Coke Zero Challenge” , which one is more effective in your opinion?

You don’t know what they are about? Great! I will explain it to you. The first one is no big deal, a well-known formula of endorsement, where Pepsi will spend loads of money on the image of Beyoncé being exposed among cans of Pepsi. The second one is a more elaborated idea. According to Socialtimes.com, in preparation for the release of the latest Bond flick, Coke Zero has launched a campaign in partnership with Skyfall asking Coke Zero drinkers to “Unlock The 007 In You.”  In September they kicked it off with a sweet minute-long viral ad featuring the Bond theme and last week they launched an awesome vending-machine adventure that’s racked up over 9 million views and counting.unlock-007

In “Unlock the 007 in you. You have 70 seconds.”, Coke Zero challenges unsuspecting train passengers at Antwerp Central station in Belgium to become Bond for 70 seconds.  When they approach the machine to order a Coke Zero they’re offered an exclusive chance to win tickets to see Skyfall.  Upon entering their name, they are given 70 seconds to dash through the train station to Platform 6, faced with a number of hilarious Bond-like obstacles along the way.

As Forbes’ has recently posted on its blog “Consumers are seeking a much greater authenticity in marketing from the brands they love.” 

So why investing an estimated $50 million on ads and a Super Bowl halftime show when this idea had been used at least 15 years ago already??? Pepsi has certainly run out of ideas or it is hiring not many creative and inventive staff at the moment. Coca-Cola has apparently spent way less money than Pepsi did and besides a nice, pleasant and innovative idea its exposure may have been as broad as Pepsi’s.

So Brands, time to wake up! Consumers are not dumb, they are being engaged with a brand that sells water plus sugar and has Beyoncé – a gorgeous, fit and healthy diva as its image? I don’t see it as logic, they are clearly able to see that there’s no identification between her and the brand or what the product is. On the other hand you have basically the same product, but what an amazing customer experience! By giving them the opportunity to play James Bond, even for a single minute! That’s completely remarkable and it will immensely have more impact on consumers. That’s called the AUTHENTICITY we are talking about.

Being a Marketer can be a great career but it all about refreshing ideas and thinking out of the box by doing things that have never been done before. By investing in a successful idea of the past does not guarantee success in the present let alone future! It’s a basic concept but multinational companies seem not to be aware of it!

Diego Romero

Source: Forbes.com; Social Times.com

Endorsement for Brand exposure: Does that really work?


Create an awareness towards a brand is hard work.  That means elaborating tactics to come to consumers´ mind when thinking about a particular product category and that requires a lot of struggle from companies. The rules might be quite complicated but it can be summed up by these three scenarios:

1st -unknown companies that are trying to grab some market share but initially attracting attention to their products/services;

2nd – others which have a good reputation but aim at becoming more memorable;

3rd – finally the market share leaders ones usually widely known or frequently purchased, simply the Top-of-Mind brands. Their goal is to maintain high levels of brand awareness.

It is possible to see in the pyramid all these segments within the market with all organizations potentially trying to reach its top, showing pure progression in the hierarchy.

To boost that Brand Awareness, we may find well known strategies. Amongst many, we could easily cite celebrity endorsement as one of the most followed practices used in the market.

And this also can refer to associations and agreements within movie and sports stars who are on the spot.  Talking about sports, it simply means taking that spectacular player or the entire team – for example a national team – and sponsor it, ensuring that anytime the image of this player or players pops up or is screened on TV or any kind of press media, the brand will be exposed along.

The idea is to be associated with something or someone to reach the same level of importance and relevance they have to the public. The main feature is to capture the eyes and minds of the people on it, correlating one another and bringing them together – even unconsciously.

One outstanding example was the duo Nike and Michael Jordan. In order to promote the brand into the sports market, Nike idealized and foresaw potential in a skinny and talented college basketball player who was about to get into the most competitive league in the world – NBA – and took the risk of picking him to be the ambassador of the brand to sell more shoes. Nike never thought that this chemistry would work so well. Michael Jordan not just sold thousands of shoes but literally became a co-brand called Air Jordan. This is one of those memorable examples as well as Tiger Woods, Kobe Bryant etc.

However sometimes this can be a dangerous move for companies which do not plan it consistently and end up spending large amounts of money on something that they will never see a positive return. For example the Brazilian National Team, represented by the CBF (Brazilian Football Confederation) that has not less than 13 companies as sponsors. Yes thirteen! And this is culminating in problems for them because it is not generating the recall expected. A recent research done by Stochos Sports & Entertainment states that 40,5% of 8.329 interviewees were not capable of mentioning not even one of those 13 sponsors. That is seriously very worrying for them, regarding their efforts in exposure.

The picture shows Neymar (considered the best brazilian player at the moment)  and how the publicity of these brands are done on the background. Notice how it is actually confusing people´s mind instead of sending a clear message of its positioning. Apart from Nike – major sponsor – the rest looks like a mix of colours that resembles a disorganized rainbow.

The left side of the following picture illustrates the amount of money (in millions of BRL$ – Brazilian Real) spent by these companies and on the other side the percentage of recall – among those almost 9,000 people interviewed.

I believe that in the greed for more money to come in, CBF allowed that much of sponsorship to join the “Brazilian team Brand” as we can call. It is completely fair as they aim at profit and no longer at forming a good situation for the selection to develop. Money has become the top priority issue. Even accepting this sad reality as true, the brands are competing with each for space in that board – which based on the recall reaction survey – it is proved not to be working by its results.

For me it is a matter of replaning again that move from a companies ‘ perspective to get consistent and solid results, as showed the impact of such strategy is hitting consumers in a very low frequency and it tends to be ineffective and wasteful.  In my opinion,  the same amount of money they spend on the Brazilian team, could have been used to sponsor a club team. The argument is the exposure, in the Brazilian team´s case would be greater on the other hand you will be fighting for attention among others, which would not happen if you did it just in one club. Besides, sometimes is even better because clubs are regularly playing twice a week and they have their games broadcasted on TV, which means more exposure rather than twice a month as the Brazilian team is doing today. It is just an alternative and of course it has more details involved but that could be a money more well-invested than it has been today

What about you? What is the best thing it can be done if you were a marketing manager facing this situation?

Would love to hear from you…

Vodafone – The Market Audit


For this piece of work was determined to analyze some of the internal and external aspects of the brand Vodafone from a Marketing perspective.

The first assignment is a group project and the following report is as individual one whereby recommendations and why’s for using such strategy are exposed, considering internal and external aspects highlighted in the first piece of work…

I hope you enjoy my views about this global brand, present in more than 40 countries all over the world, including New Zealand….

The full report is here, on only one click

EXECUTIVE SUMMARY

 

This report is an extension of the previous work that contained market audit made on the company Vodafone in regard to its current situation and possible future projections.

Among many pointed out,  two of these key strategic issues from the previous report will be selected and its implications analysed in depth in order to reach the best pathway for the for corporate and business level strategic development.

 In fact these two elements might be connected and probably are the dictating the shifting moment in New Zealand where new companies such as 2degrees and Skinny are becoming a concern for taking part of the market share.

 Therefore on this piece of work aimed to provide solutions to some of those gaps identified in the last report with the purpose of:

 

1.      Promote the market share retention;

2.      As not cost leader, find attractiveness in other aspects of the business that not encompass call, text and plans rates

3.      Explore the ‘giant’ and proportions that a company like Vodafone has over competitor such as media and press presence.

INTRODUCTION

As stated in the last report, Vodafone is true example of what a brand and company is able to do in regard to globalization strategy operating in more countries than any other telecommunications company around the world.  Vodafone in New Zealand started with an acquisition when it attached BellSouth communications in 1998 to its operations.  With only 138,000 customers, the network was much smaller than New Zealand state owned network Telecom.  Then it surpassed Telecom becoming market leader in New Zealand with more than 2,400 million customers (The National Business Review, 2011) nowadays.

However, aiming at taking Vodafone out of its leading position, new companies are entering into the market relying on low cost rates as their main strategies and more worrying is that has successfully worked on the target audience who are shifting from those traditional companies represented by Vodafone and Telecom to new entrants such as 2degrees and Skinny.

Therefore, an immediate part of the strategy consists of:

–          Maintaining its existing market share and minimise impact coming from competitors

–          Rebuilding and enhancing the relationship with consumers by improving the customer service experience and educating consumers about quality – which will be perceived in a long-run;

To critically examine these aspects it is necessary to go through the analysis developed in the last report which contains SWOT and SFAS.

Yes but no shirts


EXECUTIVE SUMMARY

This report aims to reproduce an online business for the clothing market, a brand called “Yes but No”.

On the yesbutno.co.nz the company basically offers a customization service based on the “Yes but No” argument.

The “Yes but No” T-shirts are designed with statement contents that intend to be amusing, humorous and controversial. The campaign is going to be developed in an on line environment only, trying to grab attention of the online user by using the power of Social Media + Environmental issues in attempt to create a product that is well suitable to people – because it represents their feelings and way of thinking – and at the same time symbolizes a tangible sustainable attitudes– in this case the reuse of obsolete or wasted clothing.

Therefore, this piece of work aims to find ways for a brand to builds up an awareness and a consequent relationship through a product that seems adaptable to consumers wants and needs for being customizable as well as it comes close to external but overall concern which is sustainability.

But how do these “Yes but No” T- shirts look like?

Let us use Facebook – the most popular social networking service nowadays – as an example; we could have the following statement:

See the full report in here

The Google Brand Analysis


For this assignment it was required an analysis of the main reasons for Google being considered one of the most successful cases of our time as opposed to product Brands…

So I hope you really enjoy my report/views around this amazing search engine…….full report, just click on here

INTRODUCTION
32,467 employees; 70 offices in more than 40 countries around the globe; revenues over US$ 37 billion; assets valuation estimated in more than US$70 billion (Google | Investor Relations, 2011) and – even more impressive – with less than 15 years of existence.

This is Google.

A worldwide organization that is certainly featuring as one or the most successful ones within the Era of Technology. What can be considered more extraordinary about Google is that the company is a service organization, which is unlikely to be perceived by consumers for not selling tangible good or product like the companies that are part of this technological field such
as Apple, IBM, Dell, Microsoft, etc.

The simple thought inspired by the idea of providing accessibility to information and content, its business has wisely made an advantageous usage of the word Globalization and the ‘boom’ of the internet, whose access started to become easier and more affordable to people.

From a service brand perspective, Google has undoubtedly been in such an outstanding position, widening its operations as the years go by and hardly any other company seems to be capable of catching up with what Google has turned out to be.

It seems there are no boundaries for Google which has unquestionably reached hegemony in this segment. That is completely noticeable by stating that Google has become so intensely part of our daily tasks with the same intensity of having a meal or brushing teeth before going to sleep.

As Nicholas Carr states in his article “Is Google making us stupid”, our continual interaction with information on the web may be “chipping away our capacity for concentration and contemplation”. (Reeves, 2009)

 But are we actually dependent on this brand or Google have just found a shortcut and became a convenience within our crazy routine context?

Interesting? So carry on! see the full report in here

PRO vs ANTI BRAND ARGUMENT


Image

It is true……BRANDS come and go! Some of them seem that will last forever till the end of time thanks to the success they have made!

Some good examples can be seen in this blog’s wall paper, such as Coca-Cola, McDonalds, etc.

However, to understand this success, it is also essential to comprehend what importance a Brand has in a company’s life, which is more significant than “imaging” an organization.

But this Brand concept is sometimes over-explored by companies, bringing attention to them and making people investigate where all this success is coming from….that could result the movement Anti-Brand, described in this piece of work….

So sit down, grab a cup of coffee…. I will succinctly try to show this debate……

And more importantly I will be glad to have your comment on that!

Diego Romero

See the article in PDF….BSNS7454 – A1 – Diego Romero – 2012

1.      INTRODUCTION 

 1.1. DISCUSSION

 “TO BRAND OR NOT TO BRAND? THIS IS THE QUESTION”

Bringing this worldwide famous quotation and opening phrase of William Shakespeare’s play Hamlet to the context of this piece of work, it comes to a wide but perhaps not recent discussion in the corporate world.

To understand this argument is inevitable to mention that the corporate world of marketing and advertising has truly evolved thanks to the globalization. As a result of that, the always employed concept of world without borders has been enabling us as consumers to be more informed, to have more choices available and to make the best decision in regard to our needs and feelings. More impressive is that most of the time you do not even need to leave home, it is all accessible to you in one phone call or one click. Companies are no longer restricted by the old and classic vehicles such as television or radio, they are constantly seeking other manners to engage consumers to see, watch, hear, listen, read, test, examine or manifest any kind of reaction towards the huge investment in producing and advertisements they have made – regardless whether we are willing to accept it or not. In truth, we barely wake up and we are already bombarded and faced with brands surrounding our lives. And so they are consistently and deliberately doing it in order to fight for our attention just to get their message across that they are more an appropriate brand option to us at that moment as opposed to others.

In sum, the present context is filled of action towards the public, and it has converted the situation into a more and more aggressive environment, with brands attempting to hit and reach out people from all sides and corners. But what actually influences us? What determines which brand to choose? The answer for that might be found in the role of Brand Management, which seems to be within this scenario, featuring a key part and having become a crucial piece in Marketing terms.

Along with this scenario presented, there are two well-distinguished thinking versions. On one side of the boxing ring, we have the Pro-Brands, the ones who defend the creation of an identity in form of Brand, logo, name, thinking, philosophy, etc. Their beliefs include the transmission of value through a well-defined as well as powerful image which would help organizations to be promoted and revert it into sales and a long-term company life. On the other side there are the Anti-Brands, the ones who claim lack of alignment of values between what is sold and what the company has been actually doing. This argument also consists of few other elements such as the utility, profitability, practicality or even fairness of using and taking advantage of a brand’s image and/or name in order to open an easier way through and sell products and services to consumers

Image

Hence it is through this fight, that many interrogations may arise and should be consider with the purpose of finding out what is and what would be the best option for an organization to be run, in regards to operation, branding and how it would like to be perceived among customers. Some of these questions can be illustrated by the few following ones:

“Is it worth investing part of the available resources in something that sometimes is really hard or even impossible to measure? “

“Are the companies really selling and delivering the value they are promoting?”

“Should not the main focus be put on developing and designing products and services that would be better promoted by itself rather than image or logo behind it?”

“How long does it take and how expensive is to create a Brand people can definitely trust?”

“How consistent should be the message of a Brand to effectively reach consumers?”

“What could change in the consumer’s perceptions towards a company if some of its internal aspects were revealed?”

“Would damage to a brand turn around all the company’s reputation?”

The discussion here is around the creation and the giving of companies’ values towards consumers through the popularity and fame of their brands and names and how perhaps it has transcended what they are in fact in their essence– just another way of making profit. In other words, it also contests and question the way companies promote their products and services towards customers and for sometimes not having a synergic alignment between what is offered as value and what is actually done internally in their operations and after sales.

In general, Brands have proved they can be really efficient when communicating and “teasing” consumers about their wants, necessities, goals, expectations, dreams and needs. And so they are really proud of the effects, achievements and results they are able to get out of this relationship. However, are they at the same level of efficiency and pride when talking about their internal issues?

It is whereby the discussion takes shape.

The whole article can be seen here, on just one click:  BSNS7454 – A1 – Diego Romero – 2012

3 touches – Marketing event, Endomarketing and an ad….


The Marketing Event mentioned on the last post was undoubtedly enriching….

The guest speaker, Brian Van Den Hurk talked about the campaign he helped to develop against depression which based on statistics 5,7% of New Zealand’s populations is diagnosed with and in most cases it is the main reason people commit suicide. According to him, the campaign aimed to have a different approach by using a character which would represent the target public best about this delicate topic that is depression. So for that they choose JK – former All Blacks player – who had actually been through a depression years ago and got over from it. The idea was to establish a connection between a popular icon and the target market. By having a person as a mentor/advisor and not as specialist or authority around the theme, the campaign certainly stood out. These is how Brian and his co-workers divided the phases of the campaign.:

These are other important aspects to make it happen:

– Text messages from JK as reminders and to encourage completion of tasks

– Fully integrated systems

– 50 people on Pre-Research

Results: 71% had significant improvement

To find out more about this fantastic campaign on its website.

The other guest speaker Wendy Rayner, Brand Manager of NZ Lotteries, shared her secrets for career success and it can be summarized by the principles below:

– Find the best collaborations;

– Listen to other’s opinion; have a diversity when deciding.

– Have a strong attitude, be proactive ;

– “Manage” your manager

– Bring out the best in others;

– Achieve your best: EXCELLENCE – FOCUS – DISCIPLINE work together!

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Have you ever heard of  Endomarketing? Are you familiar with this term?

Endo, from the Greek “endons” means position or action towards the interior’.

Any clue now? No!?

So clarifying, Endormarketing is the marketing  practices directed to and towards the internal public – employees – in order to promote and provoke on them, a system of values that stimulate the excellent in customer service, the most sought and expected  thing in any manager’s view…

This term can be identified and applied by using Internal Communication, Motivational Campaign,  improving Salary and Benefit practices and others…. all in order to engage and involve staff and create on them a bigger commitment towards the company and consequently CONSUMERS!

Actually, that’s a very interesting topic and since when I was working as a Supervisor, I always wondered how would be possible to inspire people in such a way that they would be completely engaged and committed with the company’s goals and plans. So it took me to find out about this topic. Not satisfied with that, I decided to dig up and  for that reason Endomarketing  became my first degree’s final assignment.94 pages of theory and a study case at the end (with the application and results of this ‘marketing tool’)  . Unfortunately, it is in Portuguese. I hope some of my Portuguese speaking public enjoy that till I get this translated to English (I hope I have enough patience to do it with almost 100 pages!). If your curiosity is beyond your patience, try to use Google translator, it wont be accurate but will provide you a good notion of what is said on this piece of work….

Here’s the Portuguese version of thatENDOMARKETING

Anyway it’s a good theme as I said, it worth looking up and finding out more about it!

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To finalize, an outstanding ad from car manufacturer FIAT about its new model launched in Brazil, which was designed based on the ideas of consumers.

The name of the new model is FIAT MIO (Italian for MY FIAT) and the project lasted almost 2 years till the conclusion, it means the release of the car…the results and the explanation of this campaign can be seen in this well done and humorous ad with English subtitles (yes! I found it)

I hope you guys like it!

http://www.youtube.com/watch?v=aCPrg2TQui0

New Year, Old Expectations


That’s that!

Second and last semester of this adventure, here I go again for another amazing time that is about to start, time to roll up the sleeves!!!

Classes like Marketing Strategy, Marketing Planning, Strategic Brand Management and Advertising Practice starting next week with loads of assignments ready to be put on some action! Awww and I love them! I seriously do! They push me and make me think out of the box….lets see what they are keeping for me!

Apart from studies I’m really interested in getting involved with this Marketing World. In order to achieve this I will attend to an event called Northern Regional that is going to take place here in Auckland and which is organized by the Marketing Association of New Zealand.

“In this event two Award-winning marketers Brian van den Hurk, DraftFCB, and Wendy Rayner, NZ Lotteries, will share their stories with an audience of senior marketing executives, at this prestigious afternoon of learning and networking opportunities. “

This will be a good chance to make some contacts too!

Anyway the challenge has been launched! See you in the next chapters!

Diego Romero

HOME AUTOMATION – taking shape…..


Potential logo of the “new” company

In this section a more developed idea of the fictional company was scrutinized in order to bring a more realistic approach of what the business would be like…. I hope you enjoy the content as much as I enjoyed creating it!

Homation also available in PDF

1. Introduction

The previous work – Target Market Analysis – gave the main impressions about the market and how the automation applied to houses is perceived by customers.  So, through these results, this Creative Brief will be based on the fulfillment of these identified gaps the concept has.

The first, and maybe the most important, key noticed was about the low attention given to this market segment.  It means the concept is lacking of a broader awareness and knowledge, let alone brands or companies. Thus, to finally reach consumers on their visceral needs and desires, the strategy should be attention-grabbing at its start

›Therefore for the company to be differentiated from the others, it will have three main tasks, which are:

 1. Educating people about this segment of business (Automated houses)

2. Using this informational approach to attach the brand to it;

3. Affordable prices;

2. Name

›By the name of HOMATION, the impact desired is more than just the perception the name is an abbreviation of Home automation. The idea behind is that the name comes firstly to clarify the concept of Home Automation and secondly as a way to simplify people’s life.
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With the purpose of demystifying the concept and attaches the clarification straight to the brand or the usage of the product
›
So through one of the slogans: HOMATION – the easiest, cheapest and simplest way to bring automation to your home!  the company positions its name as a facilitator to consumers’ lives , the same way as the name was abbreviated, making it all simple.
3. Logo
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The purpose of the two colors has a significant meaning along with what the company offers and how it would like to be perceived by consumers.
›
The Blue color basically symbolizes technology and advance. Some examples can be seen in the current market through the brands HP, IBM, Intel, Panasonic, etc., they all have blue in their Logos. But the color can also be correlated to these following feelings: calm and relaxation to counteract chaos or agitation, to open the flow of communication, to broaden your perspective in learning new information; solitude and peace; which are areas the company intends to work on.
›
It must be one of the most explored color nowadays, always being linked to nature, ecofriendly issues and sustainability. The Green  color has many important components the company would like to be associated with because besides the highest quality of technological devices, the organization also wants to provide clean or reusable way of using resources.

4. Goal

›By being recognized as the corporation that enlightened the concept and position itself through this explanation, the consumers’ perception towards it may be positive.  In other words, the goal is to use this clarification as a way to promote the brand/company, keeping both as if they were one or at least the one more reliable to offer solution in this field.
›
As a result, the company has taken a position of an aggressive but progressive way of divulging and promoting its products/services. It means there will be noticeable impacts on consumers in a short term plus a continual campaign to reinforce its importance in a long term.
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The short term impacts will be featured by tactics such as the Demonstration Day, Non-Automated Day and the circulation of bill boards and outdoors all over the city center
›
In regard to the long term strategy, it will be featured by its website and blog info as well as the usage of social medias and TV ads in form of the well-known Infomercials.
4.1. The Jetson’s Approach”
In order to expand people’s awareness towards the concept of Home Automation, the company will adopt the characters THE JETSONS, more specifically George, which is the family man. The allusion is to link George with the target market – man at the age of 35, 40 years.
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In contrast, the image of The Flintstones will be screened to represent the partial proportion of people who still have not used the company or have not even adopted the concept of Home automation;
›
Associate the company and the benefits of applying its products and services with the futuristic life style the characters The Jetsons have. Apart from mentioning technology, the approach will be made in a very amusing and humorous way and it can certainly bring a lot of attention to the company;
›
Considering that the cartoons The Flintstones and The Jetsons were launched in the 60’s, these ads will probably have an Emotional Appeal on consumers who were in their childhood at that time and it might cause strong and good feeling about these characters;
›
Hence to illustrate this comparison, there will be many billboards/outdoors distributed throughout the city to reach people’s awareness of the product and at the same time hit them with the contrast Jetsons vs. Flintstones that might make them think of changing behavior towards the concept;
›
These ads will encompass two categories of consumers the company wants to reach: other companies’ users and new users;
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Greater effort on the new consumers, regarding the new trend of Home automation identified in the Target Analysis
Here are some examples of billboards which will be distributed:


4.2  Demonstration Day

›In order to promote and educate people about its offering, a replica of a house will be built and open for public in Aotea Square which has capacity of 20,000 people and is located in middle of Auckland – on one Saturday in November, 2011.

›This is a special day for the company to show its range of products and services. This event intends to be huge and attracts as many consumers as it can.
›This demonstration will be grounded on effectiveness of these offerings. So customers will be able to see the functionality of the products/services  live.
›The questioning will be freely stimulated by the guide (someone who will represent the company and will take action by showing customers what are and how the devices work);
To make the approach more appealing some representation of George Jetson and Fred Flintstone will be the hosts and entertainers, distributing souvenirs such as T-shirts, toys and giving autographs to the public in order to create a positive and good environment to consumers
George and Fred entertaining the crowd
Some examples of souvenirs distributed by the characters
4.3 Non-Automated day
›Based on the purpose of a Guerilla Marketing, which are campaigns with little usage of resources but great impact on consumers attention. On this specific day, the doors at Britomart station will be temporarily replaced by stone doors in allusion to the Stone Age –  like The Flintstones. The idea is to demonstrate how the technology, especially automation, influences our routines. After getting into the station,  people will see a big sign which says:

4.4 Social Medias, blogs, TV ads and other components

›These “tools” will be used in order to inform and explain products/services definition as well as answering any kind of questioning the customers might have and discussions will be stimulated in order to increase consumers interest
›On YouTube and TV ads, videos will be weekly uploaded to expose to customers how efficient and  easy is to manage the  control of their homes using the products.
› An association with the deal-of-the-day websites (such as Groupon) is also a way of promoting and also measuring the company’s effort through a daily analysis of the sales
4.5 Interactivity
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Apart from the control inside the house, costumers will be able to control functionalities such as temperature, lighting and other aspects  by distance using their mobiles. Besides, they also are able to learn more about the products and services the company will offer and solicit quotation of those.