UK supermarkets push value

LONDON: Supermarkets such as Tesco and Waitrose are highlighting low prices in their latest marketing campaigns, reflecting consumer fears over Britain’s stagnating economy.

Waitrose is launching a new integrated ad campaign focusing on its low-cost Essentials line, an offer of free home delivery of goods ordered online and a pledge to match prices offered by rivals Tesco on around 1,000 products.

For its part, Tesco launched its Big Price Drop initiative last week, which involves the firm spending £500m to cut the price of 3,000 key own-label products.

Ads promoting the move claim that certain Tesco lines will now be 50% cheaper than branded equivalents.

The supermarkets’ renewed focus on value follows the release of offical figures reporting GDP grew by just 0.1% in the second quarter of 2011 and unemployment reached 2.51m over the three months to July. 

“Our position on value has never been stronger,” a Waitrose spokeswoman told Marketing Week. “This campaign has the aim of highlighting that.”

Waitrose marketing director Rupert Thomas added: “Our customers are telling us that value is now more important than ever.”

In announcing the Big Price Drop, Tesco specifically cited the economic volatility as having informed the development of the campaign.

It claimed that around 80% of consumers are currently experiencing an income “squeeze”.

“Across the country families are telling us the same thing - their budgets are under real pressure,” Tesco UK CEO Richard Brasher said.

“They want more help today to afford everyday essentials." 

Data sourced from Press Association/Marketing Week/Waitrose/Tesco; additional content by Warc staff, 6 October 2011 


Ralph Santana, was most recently Vice President - Sports, Media, Digital and Branded Entertainment at Pepsi-Cola, where he helped spearhead the Pepsi Refresh campaign.

Now as Samsung Chief Marketing Officer Ralph Santana explained during his keynote presentation this afternoon at Ad Age’s Digital Conference, “the choice of these two binary choices is flawed.” Marketers need to do away with the distinction between traditional and digital to embrace a seamless media landscape.

Samsung’s approach looks for the intersection of a brand’s DNA with contemporary cultural trends and values so as to engender culturally relevant approaches. Such an idea, which Samsung calls “culture casting,” need mass sensibility, so by utilizing a mix of media platforms, it’s possible to begin to target specific audiences accordingly using relevant tools.

Mr. Santana identified three key criteria for mass brands to find market success:

  • broad reach
  • meaningful engagement
  • financial impact
Integrated Marketing is No Longer Optional

Marketing strategies have always required combining different practices and media in an attempt to reach the widest range of potential customers. Today, technology innovations such as social media and database development have increased the options available to marketing teams. There are more ways to reach a potential customer, and more ways to provide an individualized message to those customers.

As noted in the chart below, people of all ages are online, not just the younger demographics.


Of course, all of these options can lead to confusion. Many marketing budgets have shrunk, and companies are looking for the most bang for their buck. Social media and email marketing may look like cheap alternatives to direct mail, but poor execution can alienate your potential customers. Here are three tips to help you create a successful integrated marketing strategy.

1. Know your customer. Although the tools and tactics have changed, the bottom line of marketing success is still to know your customer; know what your customer wants and where your message will be most effective. If your customer is tech savvy, they may respond more to web and email messages more so than print.

2. Create a consistent message. No matter what mechanisms you use, your message should be consistent across all of them. Keep color schemes and graphic design similar in both email and direct mail messages. Use the same tag lines in radio ads and on your website landing pages. This way your potential customers will be familiar with you when they encounter your message in different places.

3. Create cross-platform activities. Get your potential customers involved by having them move from one marketing media to another. Include a link in your email marketing to a website landing page. Use personalized URLs in your print media to get your prospects to visit your website and to opt-in to future email marketing. Use text message information in radio ads to capture mobile users.

In today’s markets, integrated marketing is no longer optional. In order to best reach your customers, a strategy that combines multiple media mechanisms is critical to achieving conversion success.


Manny and the Staff




(original post/credit: Thank you!

QR Codes are Dangerous, in the Wrong Hands...

By wrong hands, I mean 95% of the ad agencies and brands currently using them. See here’s the thing about QR codes, done well, they can take a consumer to a useful, meaningful curated experience. That actually gives a consumer a reason to interact with a brand again. (Guess where that works really well.. Korea.)

Unfortunately, as I walk around NYC on a daily basis, here’s what I see happens with QR codes:

–Well known Cable channel– that should know better! – Scan the code- link doesn’t work on iPhones #FAIL

–Well known Electronics Retailer – Scan the code - OUTSIDE their store – it takes me to their online store. Here’s a hint, you know I’m standing in front of your store, why not give me something that will make me come in the store. You know coupons work, really, they do. #FAIL

–Well known American Car Brand – Scan the code - it creates a fun game where scanning unlocks goodies on a scavenger hunt and the prize is something expensive. Result, the campaign is what marketing is supposed to be: fun, engaging & simple. #SUCCESS

 As someone who lives and breathes on mobile devices, it’s unfortunate to see that brands are going for the shiny object, forgetting that it’s about the STRATEGY first. Here are some foolproof ways to use QR Codes effectively: 

1. Ask yourself: What am I trying to do? – Is it a brand awareness play or drive people to buy your product? This should NEVER be a standalone campaign. Connecting it to social media, an experiential event, location based check-in, something. The channels are easy to merge now, remember that’s what QR are codes are, a channel!

2. How does my customer relate to my brand in other channels? If your customer is willing to print out a coupon and bring it into a store to get 10% off – odds are if you make that process simpler, they will do it. Remember, discounts are your friend.

3.Do you care about metrics? This just a stunt or are you tracking sales – decide what you want- FIRST!

4. Use a QR company that knows what they are doing. There a number of QR companies that claim “they can get you a million scans in 30 hours” – Run, like they stole your wallet, b/c  these people are lying. Here’s a test, go onto their website and try more than 3 of their codes, if they work, that’s a good sign. Here’s why, if they’re working that means they have active campaigns and they haven’t mysteriously closed their US business and have 19 year olds in Russia managing your campaign.

5. Try it! Look, QR Codes are not going anywhere, so you might as well start small, but SMART.


Using INSTAGRAM, a photo sharing APP to promote your brand

INSTAGRAM’S story is by all means impressive:  

It’s an Iphone only Photo Sharing service APP that was launched a short 9 months ago, but already has 5 million users and almost gets 1 million photos posted every day.

The application’s success is such that a Blog called INSTAGRAMERS was created in Madrid and Barcelona; today the Blog has more than 80 affiliate groups from as many countries and keeps growing by the minute… I must point out that the blog is not the “Official” blog of the INSTAGRAM App; it was created independently by Philippe Gonzalez of Madrid.  My guess is that it won’t be long before the founders contact Philippe and make him an offer he can refuse…

How can we integrate this APP into our blended Marketing strategy?  

INSTAGRAM is a lot like Tweeter, instead of words, you share pictures and of course…there is the hashtag.  The hashtag makes a world of a difference and it is what ultimatelly will facilitate the integration of INSTAGRAM in you blended marketing strategy. 


Here are two great examples of brands using INSTAGRAM to get users involved with the brand.  

The first example is the campaign created by TERRITORIO CREATIVO for NH HOTELES in Spain.  The concept was called WAKE UP (taken from their claim: Wake Up to a Better World).  Since INSTAGRAM is a Photo sharing APP…The contest was all about posting your photos.

The main idea was to post your best WAKE UP pictures under the #WakeUpPics hashtag, the two best pictures won two NH Stay Packs. 

The second INSTAGRAM contest is from Sony Music and this one goes a little further with a Crowdsourced video.

The brand here is a band: “The Vaccines” and the idea is to submit your festival photos by tagging them with #vaccinesvideo hashtag. 

Selected photos will form part of the first Crowdsourced INSTAGRAM video for their upcoming new single called “Wetsuit”. 

These are great ideas but I’m certain more will come.  

INSTAGRAM is a fun way to integrate social media into your blended marketing strategy, what do you think?


What means does an integrated jobbing be like to wonting?

1. Advantage Per Click (PPC)

PPC advertising allows companies to select valuable keywords and phrases that are important to inner self and actually start paying for ads on search terms way out the search engines platonic love Google. This provides the all-knowing level respecting responsibility and produce an hurried implication as companies are able up to see the results and conversions through searches performed by means of users on a regular basis. When other self are in a specific place and looking for someone to products you engage, that are aforetime visible through the search engine, which provides an immediate way to increase visitors, lead capture, and sales in the shortest time possible.

2. Search Engine Optimization (SEO)

SEO is the most long-term value for companies in competitive markets than can remain displayed on the Classification as respects organic search engines without paying for ads on see to terms that are perfectly important so as to them. Albeit you are able to appear on the first servant of results, nonetheless the number one position, where your competitors are liquidation now keyword placement value is clear. From the rummage terms that are significance in the air of $ 1 to $ 25 +, shown on behalf of free organically built sad levels touching credibility, and direct conversions.

3. Affair Media Optimization (SMO)

When you have a fan base and we are seeing customers and the constant traffic, for this reason the link of GOS by what name a valuable marketing tool is a great way toward increase its reach and really keep the conversation going vis-a-vis and round their products and services. Offering users an stintless and unbiased to dispute, share and stores information about your gate-crasher that is incalculable to keep things viral and use the Internet users upon put their commercial relations wherewithal a “noncompliance sale” fashion.

An integrated search pancake engine sales campaign approach takes all the underscored aspects influence these methods of marketing and combines them to produce the most powerful and conversion of wholly aspects available. Producing a return on settlement interval spending seeing that little proportionately possible is what all companies are looking for and by combining all the advantages and in no way of the thin-set points within an assembled approach to SEM that are able to see the results in the lead was not real.

Be sure in do your nose around and see how an integrated marketing come up vin be written down in their campaigns and budgets and all SEM integrated companies are not equal. Want to see a high level of accountability, reporting, and par excellence important results upon a company you choose till work. This last expedient taking your often and not ahead of the design, as there are a weird of affordable search engine marketing out there, still the company did not all provide the indistinguishable level of services and results. Conduct an analysis to find the one that pride suits your needs and not outsource the slogging they do for you and you want so as to be able to get present-day touch with your market team when superego need them and within a country as yourself.

Sales And Marketing Alignment: Get Aligned Or Fall Behind: Gone are the days when marketing and sales could sit on opposite ends of the office pointing fingers at one another. Technological advances, like CRM and automation software, along with a shift in customer behavior have brought these two previously feuding organizations closer by necessity. And why shouldn’t sales and marketing work together? They might […]