A while back I posted my thoughts on the future of G+.
I’m just going to say… I told you so. Android all the way!
Lowe’s announced on its Facebook Page that it will be pulling its ads from the TLC show “All-American Muslim”. They announced this decision via a note, which has since been deleted. Over 23,000 comments were posted on the note many of which were back-and-forth banter between pro and anti Muslim supporters. Here is a slice of the action via Mashable:
When using the Community Strategy with social media there is one golden rule: Never alienate individuals. Secondly, have a set of guidelines, publicly posted so that you can enforce them. The guidelines should include a policy of racial remarks, political commentary, sexism and religion. Essentially outline the same rules of a first date.
So where did Lowe’s go wrong? For one, they posted it on Facebook! That decision did not need to be shared inside the community. That was a business decision and certainly a tough one. It should have been posted in a blog or on the official website. If the community decided to pick it up and discuss it, then, and only then, should the brand feel it is accountable to answer. Secondly, as soon as racist remarks were being posted someone on the Lowe’s social media team should have been deleting them and reminding the community of the guidelines. These are the simple tactics that could kept the negative energy at a manageable simmer instead of the heaping boil-over it became.
Better late than never, Lowe’s did put out this post explaining their stance on the recent comments. Good for them! They’ve redeemed themselves.
It important allow your community to have a voice, but it is unacceptable to stand on the wayside while a turf war is brewing in your community. And lets be a little more tactful about where we post business decision…
Even a cheese omelet can be an epic journey if it’s done right. Lurpak took emotional marketing to heart (pun intended). How else can you make butter sexy?
When considering marketing a product, you are sometimes faced with seemingly boring challenge. It’s butter, so what? We need to make this butter stand apart from all other butters, better or not. That’s where the story telling comes in… How it’s made, how it used and the variety of ways it can portrayed in it’s use. Using a fairly simple matrix you can take a “boring” product like butter and mash it into a series of interesting situationz and characters to make it sexy.
The truth is, cooking with butter is a sexy activity – the Food Network would be in a rut otherwise! The genius behind this Lurpek video is that it hits the Lord-of-the-Rings-epic-warrior-battle-preparation in every man. Just listen to the music. Sometimes making a meal after work does feel like a battle! This is a highly targeted ad, that plays to the emotions and interests of the targeted audience and when played at the right time of day, will create action.
Check out a few of the other strings Lurpeks strums…
Staying true the great priced electronics and customer service Best Buy stands for, they’ve put together a series of ads that make consumers feel good. Ignoring the “hectic holiday” feeling, they have turned Mom’s image into a savvy, level-headed and competitive shopper. The women portrayed are confident and taking on the world without breaking a sweat. A much closer representation of the shopper we want to be during the holiday season.
This year’s holiday season brought out the big players in Black Friday ads. Every department store was boasting their best sales on the biggest shopping day of the year, but there was one company that stood out…. like a splinter under your thumbnail.
Target’s “crazed” Christmas Champ seemed to miss the mark by a few feet. This hysterical woman is so excited about the deals offered at target she literally loosing it. This series of videos is an okay attempt at humor, but when put into contrast of Target’s other advertising and that of it’s competitors it doesn’t seem to sit right with consumers.
Consumer already have an overwhelming feeling about the holidays. Especially those courageous mothers who battle in hand to handbag warfare for the perfect gifts. Target’s commercials are unsettling as they are a blatant reminder of the chaotic crowds to be dealt with on black Friday. Do those women, mothers and Black Friday consumers want to would admit to relating to the wired Christmas Champ? She’s the epitome of the anxious, awkward, powerless consumer that is crumbling under pressure and quite honestly a turn-off to female consumers.
Christmas Champ is a harsh contrast to the level headed, cheap chic, happy, Target Fashionista of yesteryear that was excited for designs by Mossoni, Alexander McQueen and Zac Posen. That was a campaign female shoppers could relate to. A shopping experience they wanted to be a part of and did not dread. And yet, despite all that, @ChristmasChamp still has a strong following and support.
How do you feel about Christmas Champ? Did these ads sway your shopping in any way?