This blog serves as a follow up to my ranting blog on Desert Sun. In that post, I talked about how several companies tend to focus on short term gains such as bringing in first time customers, but often fail to keep their customers happy and wanting to come back. Without happy and loyal customers, you're sure to have a weak brand that won't last.
While I was prepping for my week in the sun in Hawaii, I became a customer of Seattle Sun Tan, a brand in the tanning world that is continuing to grow in popularity. What's their secret to success?
First, they are using all the newest trends in marketing effectively, including strong social media promotions and QR codes within and outside their stores. Most importantly, however, they treat their members right! They have random free tanning days where they celebrate their members, have a lotion of the day, reward customers on their birthday, and so on. It's little things like that that count and create a strong relationship, making a customer think twice about switching brands.
Since all of us students are currently in the midst of dead week, I thought I'd keep today's posting light and humorous. I saw this "viral" ad by Jennifer Aniston as a spokesperson for Smart Water yesterday and I have to admit it made me laugh. In the video, Jennifer Aniston is going to talk about Smart Water, but then realizes that she can't do that without doing crazy things to make the video go "viral". This video is a mockery of all the crazy things others have done (Children lip-sinking, Evion babies, sex appeal, the double rainbow guy, etc), that have gone viral. Check it out!
Do you think this was the desired effect that Smart Water hoped to achieve even if it is a little off brand? What do you guys think of the video?
Alright, time to bring in my personal life frustrations again and mix them with my marketing thoughts. Desert Sun is a tanning salon that may be a well known brand name, but it is severely flawed and here's why.
What they're doing wrong:
Focusing ALL their attention into attracting new customers with promotions, and then offering next to no actual decent promotions for their returning customers
Terrible customer service. Never actually expect to get into your tanning bed until about 10 minutes or so after you've made the appointment. I've rarely ever had a positive experience that has made me want to go back.
What they're doing right, kind of:
Suggestive selling: They track your purchases and try to get you to buy things that you haven't purchased yet or haven't purchased in awhile (i.e. tanning lotions, facial lotions, leg lotions). While this is great, I would caution them to not be too naggy in the suggestive selling. It gets annoying when EVERY time you go in you are trying to be sold to. It needs to be a little more moderated.
My suggestions for improvement:
Try to find ways to increase brand loyalty and repeat customers. I hardly know anybody who actually likes Desert Sun. I only chose to go there because it's conveniently located and I like their mattress bed. I can tell you, after my second time having a membership with them I do not ever intend on going back. If they don't find away to keep customers coming back aside from dragging them into 3 month long memberships, they they will eventually lose that cherished brand name.
Holy cow how did a 16 year old get so popular, so fast? Still one of the hottest trends on twitter, out with a 3D movie, and even on Conan's show, will this blast of fame be temporary or forever? This is what I think:
Fad... Justin Bieber will probably not be popular once he hits his later years. I believe a lot of the reason for his popularity as a brand is that he's "cute" and brings a little success story with him. Is this sustaining? Nope. What happens when his voice matures? What will he need to do to maintain this huge streak of popularity before people get over him? I think he's just another teenage fad like Hillary Duff, but on a larger scale.
What are your thoughts? Will the Bieber fever live on? What does he need to do in the future to sustain his popularity as a music artist brand?
When you picture a luxury car, what are the first places and who are the first people that come to mind? Surely not Eminem and Detroit right? Wait...don't judge just quite yet.
When I was sitting in my room, eating pizza, and watching this Super Bowl commercial, I was definitely moved by this commercial. There's no doubt about it that I thought the message was powerful. Then, I started wondering..did they just advertise a luxury car with Eminem and Detroit?
After giving this some thought however, I actually think this is a great campaign. Chrysler has been in a world of hurt with bankruptcy and failure over the past couple of years, and what a great way to take a new stance into the market by showcasing their comeback. Will Chrysler be the same as it used to be? No. I think by embracing this idea of a comeback using Eminem and Detroit, Chrysler will attract a new segment of people interested in luxury cars. I believe that, granted the car isn't a piece of crap, they will attract those wealthy Americans that actually had to struggle and work hard to earn their way in life. People that might appreciate what hard work and money really comes from. Chrysler probably won't appeal to the normal luxury car owners who perhaps did not have to work as hard. Anyway, it will be interesting to see what happens with Chrysler's future.
What do you guys think of the "Imported From Detroit" campaign? I'm really interested in everybody else's opinion, especially those marketers with a little experience.
For the last couple of years, AT&T has enjoyed exclusive rights to the top selling smart phone, the iPhone. However, now that Verizon has its hands on the iPhone, consumers have been swarming to break from AT&T and get their hands on it. Uh oh, AT&T's in trouble!
It's not only bad news that Verizon is taking some of their customers away, but it is also bringing to light the long time frustration AT&T customers have had with their terrible reception. With this constantly being brought up, from what I've seen a lot in my own use of social media, I'm not entirely sure AT&T will be able to hold its #2 market share spot for much longer.
What I think AT&T needs to do:
QUIT advertising that you have better coverage than Verizon!!! AT&T, i'm sorry but that is a loss cause.
Invest your advertising dollars and branding strategy into something that actually does set you apart from Verizon. Maybe you offer better plans? I dunno.
Don't turn the iPhone battle into a price war. Offer exclusive things for the AT&T iPhone that Verizon users cannot have. With the opening of the Verizon iPhone so fresh, people might have doubts as to whether or not it has beginning flaws in technology. This would be a way for AT&T to capitalize on that and convince people that their iPhone has more value.
Bottom line, I think AT&T was riding on the idea that iPhone would lead its success for too long. I believe their marketing and branding strategies have been terribly off because they have been trying to send advertising messages that appear to be false to most consumers.
Do you guys think AT&T will lose its number 2 spot eventually to Sprint/Nextel? What do you think they should do? Anybody have the Verizon iPhone? How do you like it?
Branding and marketing are often used interchangeably with advertising. While it is true that advertising is an excellent and important tool to help build a strong brand, it is not always 100% necessary! There are companies out there who have built extremely successful brands without a dime spent on advertising, and I happen to work for one of them: Costco Wholesale. So, what's their secret sauce?
Three key words: Word of Mouth
Costco's strategy is consistent, strong, and followed in every warehouse in the United States and its other countries of operation. Their mission statement promises the best possible treatment of employees, vendors, and members and they stay true to that. They follow these core principles by supplying employees with amazing benefit packages, great wages, and time and a half Sundays. Even though their power over several vendors is strong, they do not bully them. As for their members, they offer great prices, the chance to test their products through sampling, and amazing return policies. They have also created an adventure out of the Costco experience by a brilliant merchandising strategy. People are proud to say they found a great deal at Costco.
By consistently and uniquely bringing this exciting experience to shoppers seeking great deals, Costco has generated a lot of talk! Jim Sinegal, the CEO, refuses to spend anything on advertising, yet Costco has been showcased in several talk shows and even used in the filming of a movie, Employee of the Month.
Here's a special done by Jimmy Kimmel at Costco that was shown to me during my Corporate Internship. It's pretty hilarious.
The point is, Costco has been able to communicate the essence of their brand in every way possible through its many actions, whether it be the way Jim Sinegal dresses (always simple and never classy), forever promising the $1.50 hot dog/soda combo, or by simply providing an entertaining shopping experience.
My closing points: Remember, marketing requires much more than advertising if you ever want to make it as a successful brand. You have to communicate your brand by every action you take and decision you make.
So, anybody have a crazy Costco experience to share? Can you think of another brand who is successful without advertising?
