Too many brands following the ‘norm’ are missing out on effective communication with women. Women are earning, consuming, and influencing spending at a greater rate than ever before. They buy for themselves, for the family and are also known as ‘impulse’ buyers. Women are in control of 85% of the household wallet, which is a fact not to be ignored. Despite this, many brands are lacking insight into why and how women buy. Whilst those that might already hold the insight, are failing to translate it into persuasive strategies that female consumers are likely to respond to. Read More »
The whole essence of the marketing model today is that brands should focus on adding value to consumers and offering them remarkable experiences as opposed to focusing on simply attracting consumers attention to your brand. It is all about how you engage with your audience and sustain their attention over a period of time by making your message ‘sticky’ and building credibility and trust to ensure the best ‘return on engagement’. But what really makes a message stick? Read More »
We had an interesting debate with RPM and Itch, at the International Confex, discussing what will be happening to the experiential sector this year and further. Event Magazine editor Jeremy King raised important questions regarding whether experiential marketing would ever replace above the line marketing and if the Olympics would leave a lasting legacy for our industry. Read More »
The current mobile revolution is shifting consumers expectations for more functionality and usability. In the modern marketing arena, it is no longer enough for brands to solely focus on mass produced above-the-line communication. Consumers demand a more individualised and transparent communication with brands, and companies are now required to go above and beyond the usual marketing remit, acting as a ‘butler’ to meet their needs and expectations. Read More »
Much has been discussed with regards to the meaning of brand engagement. A recent article entitled ‘The great brand engagement myth’, featured in Marketing Magazine, made us think and re-think about the definition of consumer engagement and why we come across so many different interpretations. As Alan Mitchell’s article highlights, “every brand wants to engage better with its customers, so why should the ‘e’ word put marketers’ backs up?” Read More »
Storytelling has always played an important role in our everyday life. Passed on through word of mouth, stories have the power to relate to different people in different ways, through various touch-points, which inspire an individualised connection through feelings and emotions. By understanding how your brand emotionally resonates with consumers, you can engage people with great content and bring your brand to life with a tale that consumers can personally relate to. Read More »
In today’s cluttered marketing landscape, the key to a successful live brand experience is the ability to invent new ways for people to interact with your brand. Creating a live marketing campaign is not just about coming up with the next best idea; the success of a campaign relies on distinctive elements of creativity, coupled with sensory cues to help consumers identify with your brand. Read More »
Sampling requires implicit knowledge of your objectives so you can weight up your efforts according to your brand needs. At Hotcow, we have much experience in the creation of innovative, eye-catching and most importantly successful sampling campaigns. A recent research by BDRC Continental, reiterates our support for this experiential marketing activity, proving that field marketing is the most successful platform for appealing to customers, when integrated with other elements of experiential marketing. Read More »
Remarkable real life shopping experiences are craved more and more these days, due to the growth of impersonal online retail. As we discuss in our blog post How buying behaviour has changed, consumers always look to develop a feeling of belonging with brands, through innovations to simplify their lives and value for money. It is clear that developing the relevant solutions to suit consumer needs is therefore of vital importance. Read More »
More and more consumers are savvy and very familiar with most advertising tactics. In addition, within the current cluttered media landscape, consumers are bombarded with more marketing messages than ever before. Therefore, our question is: how are you drawing consumer’s attention to your brand?
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