The deluge of information, tip sheets and whatnot you can find online about bolstering your brand can either make you gritty or giddy. Sometimes, at the end of the day, your understanding of the word “brand” can become slightly displaced.
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SOCIAL MEDIA TO THE CONSUMER’S RESCUE
How many times has it happened to you when food being advertised on TV or food porn pictures on Facebook automatically brings your salivary glands into overdrive. You get an insatiable craving for that food that you have little choice but to promise yourself to dine there at the next possible opportunity, like immediately that night.
And when you finally get a hold of the supposedly big-portioned burger oozing with juiciness with melting cheddar dripping all over, reality sinks in. Whatever you saw on the ad is nothing like whatever it is you are holding in your hand. The so-called quadruple-pounder of 100% Angus beef burger is a sad version of it’s pimped-up self on the media.
When false advertising happens, it is your right as a consumer to bring it to the attention of the Department of Trade and Industry. Among the objectives of The Consumer Act of the Philippines (RA 7I394) is to protect the interest of the consumer against deceptive, unfair and unconscionable sales acts and practices.
And they are doing it with a huge 3-day Wonderful One birthday celebration with bands, parties, a movie night and a food bazaar from late afternoon to midnight! There’s no other place to be on December 12 – 14 but at The Outlets at Pueblo Verde – the first outlet shopping mall in Vis-Min.
In Forrester’s $499 report called “Social Relationship Strategies That Work”, it is concluded that brands should “stop making Facebook the center of your relationship marketing efforts“.
Forbes’ article takes this further by saying “Don’t tweet. Don’t waste your time on Facebook. Email still works.” Marketers read the report and agree with this. But of course, some of us do not agree with such conclusion.
Backing up a bit, the use of social media in your overall marketing strategy is highly encouraged and in fact, known to show results for brands who execute their social media strategies properly. This has shown very good case studies and thus, encouraged most brand owners to believe that it is a solution to their sales problem.
And that’s the core of the problem.
Brands that know how to “laugh” at themselves can win the hearts (and attention) of their target customers. That is true if the placement is perfect and it is well within the marketing plan of the brands.
But what can brands do to ride on “memes”? It’s a concept known as memejacking.
What is a meme anyway? Hubspot mentions that “a meme is quite simply a concept, behavior, or idea that spreads, usually via the internet.”
Filipinos are now starting trends or memes where they poke fun at nostalgia. Take for example the recent viral trend of “Sarah ang Munting Princesa” and the “Patatas Meme”. You may have seen this meme shared on your newsfeed. Or maybe saw one but didn’t “get” the joke.
Some news outlets mentioned that no one knows where the trend started. Unlike other memes where origins are very much traceable, the source of the “patatas meme” still has to be uncovered. Checking some source online would bring you to the meme’s own Facebook page and Twitter profile. It has thousands and thousands of followers and fans in such a short period of time.
Now if only brands know how to tap these kinds of “viral” themes, it could well be a blast for them and their audience. Do you think it would be appropriate for these brands to mention a Princes Sarah Patatas Meme?
Browsing through my Facebook feed, I usually take the time looking at the ads served to me. It’s not just to bump their impressions, but I love looking at how advertisers execute their campaigns and personally determine if the ad was served right to me. Knowing that me and my son have a pet game called “Hay Day”, I was not surprised when I noticed this ad below from Clash of Clans, a game from the developer – Supercell.
What surprised me though was that the Tagalized ad. It was in Tagalog! Or rather in Filipino.
Apple recently launched their two new phones – iPhone 6 and iPhone 6 Plus. But only days after their launch, the company ran into a PR problem: New owners of iPhones reported that their phones can bend spelling a major media disaster for the company.
This became a major opportunity for Apple’s competitors to poke fun at Apple’s misfortune with their own phone’s better features and ride on the wave.
LG, Samsung, and HTC took their jabs at the recent news of Apple iPhone’s #bendgate problem. It has been a good angle for them to push for the features of their own smartphones that are actually made on purpose versus Apple’s design and hardware problems.