Now here’s an example of a great use of marketing to respond quickly and effectively to things as they happen.
I hadn’t heard anything about Virgin Trains trying to cut down on people kissing and hugging at the passenger drop-off point at Warrington Bank Quay station. Apparently a sign banning kissing was put up in a light-hearted manner to ease congestion and suggest people should go to the short-stay car park (and pay!) if they want to hug and kiss someone leaving on a trip.
Instead, the first things I saw were:
Mills and Boon respond to Virgin
It was apparently done by St Lukes, who handle advertising for Mills & Boon, and it’s timely, considering news about the sign only appeared two days ago.
It’s also relatively low cost – there’s a Facebook group, a Twitter account, and a Flickr group. And people are being encouraged to interact and upload images of themselves kissing etc.
It’s already had a bit of coverage via Brand Republic and The School of Life.
But most importantly, it’s effective because it was done quickly, enthusiastically, and allows people to get involved.
As a result, if it becomes a huge runaway success, then it’s great. But if it only achieves minor success, then nothing has been lost except a bit of time.
And it ties in brilliantly with Mills & Boon promoting romance, rather than books about romance.
I’d guess it didn’t take much negotiation around permission and planning, which is a benefit of having clear beliefs and trust.
And suddenly a brand which I’d associate with my grandmother now seems lighthearted and fun enough to check out the next time I want to buy a romantic present.
How NOT to do social media – The Motorola Mishap
Found on CrunchGear, and originally on Boing Boing Gadgets is a great example of one or more people spamming the comments of everywhere they can find to promote a new phone by Motorola. One comment on Boing Boing demonstrates how much hard work this individual has been doing to shoehorn his stock comment into completely bizarre and irrelevant posts – just look at the posts.
Incidentally, from May 26, 2008, the Consumer Protection from Unfair Trading Regulations 2008 came into force.
This includes measures to prevent companies or marketing agencies posting on online forums and social networks to advertise goods or services in a way which implies they’re a normal consumer.
Part 2: Banned Practices: (22)
“Falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer.
A second-hand car dealership puts a used car on a nearby road and displays a handwritten advertisement reading ‘One careful owner. Good family run-around. £2000 or nearest offer. Call Jack on 01234 56789’. The sign gives the impression that the seller is not selling as a trader and hence this would breach CPR” See more, here.