The Blog of Babel

This site sits on the crossroads of Languages, Linguistics, Social Media Market Engagement, Marketing Strategy, Innovation Strategy, Creativity Theory, Ancient Mythology & Egyptology. Its a very small crossroads in the middle of cyberspace - so stay for a while - pull up a chair and coffee. 

Who says engagement doesn't translate to sales?

Everyone complains that sometimes engagement isn't enough!

People wan't to see the bottom line increase as well right? - not just the conversation of the brand and its products. Well, I say they are not thinking creatively enough about engagement.

meat-pack-hijack_campaigns_hr.jpg

Introducing Hijack - an app designed by a shoe store called Meat Pack in Guatemala. This engagement piece actually gets customers RUNNING to their stores - extremely creative and ingenious! 

But why do people run? 

  1. Customers download a Meat Pack mobile app that tracks their location using GPS.
  2. When the app senses you have entered a competitior's store (Nike, Adidas etc) a  message pops up.
  3. It gives you a challenge - gamification ( a very powerful tactic to drive interaction, turning brand or purchasing activities into games). Customers are given a 100% discount on any product in the Meat Pack shoe store - even though they are still standing in a competitor's store.
  4. THE CATCH. this offer is time sensitive - for every second you wait 1% of the discount disappears. This translates into significant customer behavior - people begin running to the nearest Meat Pack to claim their discount before it becomes too low! 

Think that engagement pieces can't translate into sales - think again!

 

Getting to grips with social media | Technology | guardian.co.uk

This article gives the case study of Cadbury, famous european chocolate brand, and their social media marketing campaigns to increase involvement and also virtual CRM.  

Examples of their Engagement pieces

  • Facebook pages with competitions to become a "Joyville Taster" for upcoming products
  • Live streamed an attempt to create build a "larger than life" Facebook like hand out of milk chocolate bars - resulted in 40,000 new fans and 350,000 engaged users. 
  • Creativity always wins in social engagement!

How Marketers Manipulate You Without Your Knowing | Psychology Today

For example, a leading beverage company created a sound when opening the can (My guess is Snapple) that was subtly different from other cans to trigger a unique craving for their brand’s drink. The manufacturer redesigned the can to create a differentiating snapping sound, a branded cue of delicious anticipation. They then recorded the sound in a studio and incorporated it into advertising. The manufacturer would play the sound at major concerts and sporting events, seeing an instant uptick in sales for their brand when they did so. Yet when consumers were asked why they suddenly choose that particular beverage over another they would say things like “I haven’t the faintest idea, I just fell for it.” 

We all know that science has entered the age of the brain, and it's now a rush to understand how to read, predict and ultimately influence the brain's neurological systems - but I don't know how to react yet to the marketing tactic above. Perhaps this is also due to the argument that the sciences advance at way too quick of a pace for law or morality to catch up with them.

As the science of persuasion marches deep into the depths of the mind, I worry that marketers will really no longer appeal to our free will and our own natural, individual autonomous decision making processes (which is already a hard thing to argue in itself). No doubt subconscious tactics are used now a days in marketing to drive sales and brand awareness - but what will the future of this look like? 

Regardless - this book looks like a very good read! It's on my booklist now.