In my last post I mentioned about how Ikea have are phasing out their 100 watt bulbs and are now only selling their energy saving ones to display their commitment to the environment also along in line with California's state wide ban on the 100 watt bulb. But this change does not come easy as it involves educating consumers about the benefits and features of energy saving bulbs. This approach has been found quite favorable by many brands who have now taken to educating consumes about benefits in their product category, rather than just promoting their own brands. The return of the Infomercial?
This type of advertisement was used by the beer makers Samuel Adams in the US, in which they educate consumers that Beer tastes better when it comes in brown bottles, and fortunately for them all their beer is available in brown bottles. So is this truly for the benefit of the consumer or the brand? or do they both win?
This is also used in educating people for social benefits. One major problem in the States (and elsewhere) is
texting while driving, and to combat this the auto industry is coming up with a range of solutions which includes having an array of gadgets, hands free of course, on the dashboard to help, such as Chevrolet's voice to text feature which enables you to access social media via voice controls.But is this enough? Often enough people have to be educated about the benefits and dangers of such devices, and one such example is Ford's campaign in US high schools to educate about safe driving.
Sometimes educating people is the best way to gain new customers. P&G have created a new microsite targeted towards men in which they educate them in virtually everything from money to career, relationships & sex etc. Through this they hope to create a central destination for men to go to when need information and they wish to discuss matters, a segment which has high growth potential. In the past, these type of sites have usually been targeted towards women, but now there is a growing realization that men would find these sites useful and they would use them, so men are not that different after all....But what does P&G hope to gain from this? Besides the fact that they offer products in all these areas and experts on the site would recommend their brand over others, thus creating a brand community of followers. P&G also offer a range of household products, and since men are increasingly active participants it can be hoped that their loyalty will extend to these brands as well. Check out the website: Man of the House
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