By 2020 customer experience will overtake price and product to become the new key brand differentiator. Technological investment to build omni-channel experiences and data engagement aside, how will brands apply this customer demand to media buying, advertising and marketing channels?
There is a lot of complexity to defining Customer Experience, however systems and process aside, it is also about memorability – leaving your customer with a ‘piece’ of your brand a new form of loyalty.
Along the path to digitisation, many companies have lost the personal touch, their sense of uniqueness and spark of creativity that makes their all-too-human customers sit up and take notice of their brand has evaporated. And how better to achieve this than to engage with the strengths of established media.
Campaign creativity and socialising
A global campaign by Fanta used the sensory nature of print to offer its customers not just an image of its latest flavour, but an actual taste. Billed as ‘The world’s first tastable print ad’ the company created a magazine ad that people could tear a piece off and chew, releasing the orange flavour of the new formula.
Then there’s IKEA, who never shy away from creativity, and talkability, in their marketing, who created an ad that encouraged women to pee on it to see if they were pregnant. Containing similar technology to that used in pregnancy testing kits, the print ad revealed a special discount on cribs if the woman was pregnant – information and reward in one handy package.
The New Zealand not-for-profit organisation ‘It’s Not OK’ raises awareness of domestic abuse and partnered with NZ interiors magazine HOME to demonstrate that domestic abuse can happen in any family or situation. Along with agency FCB New Zealand, the magazine created an eight-page spread of ‘Paradise Hill’, a modern home with a few disturbing signs that violence was occurring in a higher socio-economic home – a smashed vase, upturned chair, blood smear. Only on the final page was the truth revealed, that violence can happen in any home.
Making use of the format
Magazines and newspaper often follow a standard format – use this in the creative application to stand out. Magazines have a fold that creates a 3D curve, Newspapers have columns. None exploited this better than Ogilvy & Mather in Columbia who used the columns of the classifieds to promote Carulla Knives. A series of ads show images of fish and vegetables sliced and diced between the columns, adding colour and light to the section whilst highlighting exactly what the knives do – slice with precision.
Potential for future success
Whether pushing products or campaign messages, print media is ready and waiting for brands and organisations to use its full range of capabilities and creativity. If brands want to increase their customer experience and create talkability leading to that all important ‘memorability’ that drives experience, then it’s time to re-explore its potential. Just think, you could have a campaign that people will talk about for years.
For any further information please contact:
Duyen Nguyen / firstname.lastname@example.org/ 03 9421 2206
About The Real Media Collective
The Collective is a not-for-profit industry association representing paper, print, publishing, packaging, mail and distribution sectors of media across Australia and New Zealand.
All activities and communications are delivered in a considered, researched, balanced and verifiable manner offering a sophisticated industry voice across producers, distributors, buyers and end-users.
Please visit The Real Media Collective websitefor more information.