Station Ads – An Eye Opening Experience

This summer I finally realized my dream vacation to France and the UK and traveled from Paris to London in a Eurostar that goes from under the English Channel. Yes!! I was super charged to soak in every bit of this experience that I had been planning since I can remember, and most importantly take a much deserved break from work (or so what I thought). But I guess, as a marketer you cannot stop appreciating the different and most creative ways in which companies are reaching out to their customers.

This is where I want to share my overwhelming experience both as a marketer and a consumer while taking the metro (in Paris), train and tubes (in London).

gare du nord              Gare Du Nord Station (Paris)

station-london_st_pancras-_c_eurostar_30=4-b1c88                    St. Pancras station (London)

euston           Euston station (London)

Notes from my travel diary:

  1. Taking a metro or a tube is an inescapable part of everyone’s life here…be it a resident or a tourist
  2. It is much more than a journey; it is an experience!
  3. Interestingly, each station and train journey leaves you with a different experience
  4. You are certainly not alone…there is so much to observe
  5. Between the hackneyed sequence of thing, you have time and some attention (beyond your phone and laptop) to spare

BAM!!! That for me sums up as: A pool of audience, under one roof, literally waiting to be entertained.

In Paris, I started talking to a fellow passenger named Clara who was generous enough to share her views me with. Very honest, she said “glad it’s Sunday today…or else I would have been wearing my earphones and reading a book”. I asked her if that’s how she prefers to be while commuting and does that allow her time to look at the company/product ads. She said, ” I look at them all the time, you can’t not look if you know what I mean. For someone like me who travels every day, I wish they would change these ads more often”.

This interaction which did not even last for more than 6 minutes because I had to get down, left me with statement that was deep – You cannot NOT see them! That is so true…it is everywhere, it is bold, it is funny, it is asking questions and it is provoking you to act. It is solving your problems, it is giving you a better price, it is sharing your concern and it is all true!

In London, I bugged another co-passenger named Sashi (yes, I am like that stranger who talks…a lot J) but he was also quite generous in sharing his views. “taking the tube is like a ritual for me”, he said. “when you spend so much time commuting, you get attached even without realizing. Be it the people, the newspapers, the hoardings…the whole atmosphere actually. I once booked a holiday trip after looking at an ad, you can say it was a compelling ad”.

Compelling indeed!

So here are my thoughts…

  1. Outdoor branding in stations has evolved from being ‘stuck in a place’ to being ‘travel companions’. The language, visuals and overall feel of the ads have embraced the different components of a commuter’s life.
  2. It is much more than awareness and visibility now! Station ads can easily become a dinner table conversation topic for a family which for me is important engagement.
  3. There is space for everyone here. Your brand can shine beside another because you relate as you are. Surely brands are becoming more creative in indulging with the commuters but everyone has their space that fills a void for someone if not all.
  4. It’s upbeat and it’s digital. One is looking forward to the next thing that will be on the screen and enlighten them. For creative agencies it is like a blank canvas to make something that no one has ever seen before.
  5. As a brand you will disappoint and also be disappointed if you miss the gala. Maybe there is a pair of eyes staring in the blank and you could have been there.

paddington

tube

euston1

 

 

How heavy use of social media is linked to mental illness – The Economist

https://www.economist.com/graphic-detail/2018/05/18/how-heavy-use-of-social-media-is-linked-to-mental-illness?fsrc=scn/tw/te/bl/ed/?fsrc=scn/li/te/bl/ed/howheavyuseofsocialmediaislinkedtomentalillnessdailychart

Customer Loyalty- Retain Your Valuable Customers

Loyal customers are the biggest asset any brand can have. Yes, one needs to grow their customer base, add new markets and target groups…but that one bunch of “we love you for what you are” customers will always be special for more than one reasons;

  1. They share an emotional connection with your brand
  2. They are more than happy satisfied customers, they are your brand evangelists
  3. They are willing to spend more on your brand

Customer loyalty programs highly interest me as a marketer who is trying to woo customers for our brand. I came across this amazing read which truly is an ultimate guide for professionals.

Customer Loyalty: The Ultimate Guide

What Is Customer Loyalty?

Customer loyalty reflects a customer’s willingness to buy from or work with a brand again and again, and it’s the result of a positive customer experience, customer satisfaction, and the value of the products or services the customer gets from the transaction.

 

 

 

most expensive keywords google adwords – WordStream

Since the vast majority of Google’s profits come from AdWords advertisingthese high CPC keyword categories are responsible for a large part of Google’s profits. The results of our research are illustrated in an infographic of the most expensive keywords.

Where Does Google Make Its Money? [ infographic ]

Read through: https://www.wordstream.com/blog/ws/2011/07/18/most-expensive-keywords-google-adwords 

How to Write a Marketing Plan: A Comprehensive Guide [w/ Templates] — NCMA

Written by: Sarah Brady Preparation is key. Abraham Lincoln once said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” Whether you are chopping down a tree or executing an integrated marketing plan, the steps you take ahead of time to lay out your plan and […]

via How to Write a Marketing Plan: A Comprehensive Guide [w/ Templates] — NCMA

Who Would The Avengers Be In The World Of Digital Marketing? — The Comic Vault

2018 is looking to be a busy year for digital marketing, with brands searching for new ways to reach their customers and drive engagement. 2018 is also set to be a great year for superheroes and a film I’m looking forward to seeing is Avengers: Infinity War. Before I let my inner fanboy take over, […]

via Who Would The Avengers Be In The World Of Digital Marketing? — The Comic Vault

5 P Approach to Content Marketing

Every time I think I am getting closer to knowing what the whole content game is, more amazing stuff comes around. It may sound frustrating but really it amazes me as to how much each word, order of words, color palette and even your choice of bullets can actually make or break the deal. And that to me is sheer power! power of compelling action using just the right content…wow.

If you think the intro is too over the top (like that thought never crossed my mind) then this will help your belief system – “Copywriting isn’t that mysterious. We’ve got over 100 years of data on tested and true tactics that always work when you want more people to buy or take some form of action.”

In this post I’d like to share a study material (along with the above mentioned quote) from one of my ongoing courses on Coursera – The Strategy of Content Marketing by Sonia Simone, Chief Content Officer, Rainmaker Digital, LLC. The material is light and easy to digest, especially for beginners, and it leaves you with some very basic pointers that will come in handy when trying to create effective content (print, audio or video).

Here is a link to the booklet: www.flipsnack.com/5Papproachtocontent/the-5-p-approach-to-copy-that-crushes-it.html

Here are my key takeaways from it:

  • Winning Premise – this is the foundation to what your content will be for your customers. will it be just another ad in the noisy prime time section or will it something your consumers will relate to. Establishing a groundbreaking premise determines the reaction/action of your target audience. The premise holds in it the core emotion or message that the customer will live with for days to come. Remember how Coca Cola has been selling happiness.
  • Premise is not always the USP – i will go back to Coca Cola for this one. take a moment to realize that the product is a fizzy drink that might go very well with a pizza but there are no earth shattering aspects to a carbonated drink. And then there is competition which is selling more or less the same stuff. So the premise of your content should not rely on USP that might not always be unique or the selling proposition that your customers are looking for.
  • Research and more research – so now that we know that obvious is not obvious when it comes to content marketing, go out there and find answers. Content is the king because customers make it the king. A thorough understanding of your target audience, their requirements, expectations and emotions is probably the step before step 1 of content marketing.
  • Broader picture – Do Not Forget the Broader Picture! All the words, sounds and visuals are there for a reason which is to make the customer act. Having a clear selling proposition and call to action allows the customer to react to your content. It happens more often than you think,  you start with a winning concept, jazz it up with the keywords but lose track of what the customer is supposed to do when they come across this content.
  • Keep it simpler than simple – and i couldn’t agree more with the example given in this course material. Nike has given you the success mantra of life in just 3 simple words – Just Do it. As a marketer I cannot even begin to express how overwhelming all the product or company information could be to begin with, because let’s face it every company thinks they are the best and their product unbeatable. The process of boiling all that information down to a phrase that has literally shaped many a lives is beyond genius. And it is part of content marketing to simplify things and present to the customers the most refined version of your thoughts.

I know what you are thinking…what are the 5 Ps to Content Marketing? well that you will find in the link mentioned above and honestly it is what you NOW already know. My attempt was to build a **drumrolls** PREMISE and that starts with a P 😀

Thanks for stopping by and let me know your thoughts…