“I trust today’s advertising and marketing model is damaged. We are using old-fashioned thinking and painting structures to create new global opportunities…The traditional advertising version is outdated.”- Jim Stengel, Global Marketing Officer, P & G, Association of National Advertisers, Oct 2004.
The perception that advertising, marketing, and advertising attitudes ought to trade is not a principle just banded about by Internet entrepreneurs. Even the massive boys and the primary world gamers accept that the mass advertising techniques of the remaining 50 years are no longer penetrating audiences like they used to. There needs to be a shift in the complete advertising and marketing techniques. It’s miles going to keep any relevancy with an increasingly cynical customer. When discussing
advertising, it would not get any bigger than Proctor & Gamble, one of the largest family merchandise providers internationally and virtually one of the largest advertisers. MM manufacturers like Ariel, Head and Shoulders, Pampers, and Crest should mainly utilize new strategies to get their merchandise into humans’ houses. With the mega-brand now not revered as a few kinds of deities, P & G must learn how to speak with influential consumer networks and influence them to talk positively about their merchandise.
P & G has a long tradition of innovation and groundbreaking within how they broadcast their messages. They were the first to start marketing nationally, manner lower back in 1880, and have taken the concept of product placement to some other degree with their Soap Opera productions designed to hook girl visitors onto their indicates and shampoos. Recently, P & G enlisted an army of 600,000 ‘connectors’ to spread the message of their ‘Vocalpoint’ campaign (an extension of their advanced ‘Tremor’ scheme among young adults).
Their ‘connectors’ have been furnished with coupons to distribute to their colleagues and free samples to initiate conversations about P & G products. As Steve Knox, Vocalpoint CEO, regarded, “We realize that the essential shape of advertising and marketing is an advocacy message from a relied-on friend.” With Vocalpoint, P & G uses social networks’ influence and relevancy to promote their products through interplay and agreement. People might no longer pay attention to manufacturers, but they’ll always listen to the advice of friends. The belief that alternate becomes on the horizon had already been identified with the aid of their former international advertising and marketing officer, Bob Weiliing. In a 2002 interview,
Bob’s view becomes that the Internet won’t update the mass ‘push’ medium of TV but may be tailor-made to the character. Online surroundings may be used when there’s a personal passion for learning more about a product or service. Gaining advice, courses and modern product news are offerings no longer effective on only a ‘push’ medium. TV is ready for the mass marketplace message, whereas the net is perfect for a man or woman relationship building. Bob’s end, on P & G’s advertising fulfillment destiny, lay in operating out a way to combine the two. They needed to hold the 30 2D TV advert’s relevancy while using
prolonged online attention and interplay. This also intended to persuade the two warring advertising and marketing factions to work together to discover an answer – to get the technophobes speaking to the net evangelists. It has been obvious in current years that Bob’s successor, Jim Stengel, subscribes firmly to the latter camp. In 2005, P & G cut their TV ad spend by eight to a negligible $677.3 million, a formidable pass and a definitive shift onto non-conventional media. Earlier this year, they contacted virtual and interactive companies within the UK to prepare its first digital employer roster for Western Europe and to locate modern new approaches to populating their brands online.
We now see the upward push of interactive websites designed to maintain hold of eyeballs and inspire return visits. Last year, a song-themed website for Old Spice was launched with unfastened downloads and music samples to enchant the sixteen-24 iTunes technology. Another splendid instance turned into the marketing campaign for Pringles crisps during the FIFA World Cup. An internet site created wherein human beings should upload videos of themselves imitating the TV ad,
mirroring the appeal of YouTube for a young internet-savvy audience. Both content-driven sites are designed to broaden the brand through interaction, relevancy, and fee. P & G have also learned the classes preached through legions of commercial enterprise bloggers. By providing value statistics, you increase consideration and self-assurance; therefore, human beings will need a courting together with your emblem and become customers. Their Pampers internet site builds an affinity with its target market by providing recommendations and help. As a valuable resource for younger mums, it enriches their association with the emblem and will initiate a desirable reaction next time they move shopping for nappies.
P & G’s Home Made Simple website is a flagship online advertising, with its TV show and publications on accurate housework. Instead of being blasted with product placement, the website, in reality, develops relationships with its target audience via its information and articles. Once your consideration is gained, you may inevitably sign on for the newsletter, with further guarantees of loose samples, coupons, and unique gifts. Sweepstakes are all pulling you into their entice to become a convert to their merchandise. ‘Home Made Simple’ affords the ideal buying environment via growing to agree with, and the preference to have a courting with their logo, what the brand new fashion of online marketing is all about.
At the Association of National Advertisers Conference, in advance this month, Jim Stengel and P & G’s CEO, A.G. Lafley, mentioned their undertaking to carry their manufacturers into the ‘pull’ age of courting advertising. Lafley bolstered the views of Bob Weiling, and they had to discover ways to make connections with their target audience via the various ‘contact factors.’ Their future lay in gaining knowledge of how to combine their method across all mediums, in preference to counting on the old one-way ‘push’ bombardment of advertising messages.
His key point was that they needed to learn how to “allow pass” as “the greater on top of things we’re, the greater out of contact we end up.” P & G needed to move beyond thinking in phrases of simple transactions and rather recognize constructing relationships to be more responsive and receptive to what their target audience, the ‘boss,’ desired.
