Don’t Shout, Listen
Don’t Shout, Listen
Traditional marketing methods are obsolete on social media according to Julian Thompson, Head of Digital Media at Mosh. ‘We operate on the assumption that unless the customer is actually choosing to get involved by giving permission or ‘liking’ an ad, you can’t guarantee its worthiness.’
Turning the sound down on the TV and wandering off to put the kettle on during ad breaks are commonplace in most households. You might worry about missing the first two minutes of Coronation Street but no one rushes back in to hear about the Anniversary Weekend sales and how much discount will be available on power tools. Thompson continues, ‘Marketing has to be relevant and add value to the consumer in an engaging and entertaining fashion. That in turn will be good for your brand.’
Mosh have recently marketed the world’s first augmented reality 3D zombie killing game on behalf of Hell Pizza. Jeremy Marks, Head of Strategy at Mosh says, ‘This app is the perfect example of reading your target market well and giving them something relevant and fun. You download the Hell Pizza app onto your smart phone then hold your device over one of the Hell Pizza boxes. An apocalyptic cityscape appears riddled with pizza crazed zombies. By killing the zombies, you earn yourself free Hell stuff. Hell pizza munching customers are clearly a competitive bunch because we launched a leaderboard app on their Facebook page and it went crazy.’
We as consumers are incredibly sophisticated compared to our parents in the same era. We also expect extreme value for money. New Zealand advertising is a long way behind that of the rest
of world. John Lewis, an upmarket department store in the UK, spent nearly $NZD 2m on their Christmas television advert in 2013 and had no mention of their products or brand until right at the end where the company logo was shown for a few seconds of the 2 minute ad. This is in marked difference to our own adverts, usually of an employee shouting in a shop about knockdown prices.
Jeremy Marks commented that companies don’t need huge budgets to emulate the subtlety and cleverness of the John Lewis ad. ‘All you need to do is think outside the box a little and empathise with your consumer – that part should be easy as we are all consumers. Social media is a great playground to practice being more thoughtful to your customers and get some conversations going.
It’s an open forum so feel free to ask your customers what they’d like to see and hear from you.’
Mosh Social Media marketing offer a number of products in planning, managing, monitoring and training using social media for business. See www.mosh.co.nz for more details.