What brands can learn from celebraties – by Velma Botha, head of OIL
In the world of personal profiling and branding, more and more celebrities are attempting to raise their profiles to outshine competitors, attract new fans and stay in touch with the ones they already have.
Although most entertainers struggle to create the type of personal image that can achieve this perfect matrix, some individuals have adopted behavioural patterns that brands and marketers could learn from and incorporate into their marketing strategy.
At OIL we thought it a worthwhile exercise to put the spotlight on a number of different celebrities to see what lessons we could adopt for brands operating in a marketplace where securing consumer loyalty is getting harder by the day.
When evaluating the images created by the likes of Kanye West, Justin Bieber, Victoria Beckham and the unstoppable Lady Gaga, we noted with interest that many brands could apply elements of their constructs to their own marketing strategies.
Firstly, one should never underestimate the value to a brand of having a clear and distinctive point of view.
In a crowded marketplace, standing for something is the one thing a brand can rely upon to make it more noticeable.
Lady Gaga has quite a distinctive view point that strives to celebrate being different. At times, one might feel she is pushing the boundaries, but the 25-year-old American pop star gets her message across.
Kanye West can be regarded as a narcissistic egomaniac, yet when you dig into his profile you see he oozes that hip hop swagger, even referring to himself as the Louis Vuttion Don. He uses his blog as a window to his mind, and a platform for influencing pop culture.
If a brand cannot polarise people, even causing a stir at times, it will end up standing for nothing. Bear in mind though, such an approach is not about being controversial for the sake of it.
There has to be some element of substance and integrity to the point of view to pull it off. Many celebrates have learned the hard way that opinions devoid of substance and integrity can be off-putting.
Secondly, you have the constant connection with audiences.
Being a celebrity usually means you have a base of fans and followers behind you. The same assumption could be made about brands.
The way Lady Gaga and Justin Bieber hold a social dialogue with their fans is notable, as it nurtures a level of loyalty to them that other entertainers would die for.
Brands can learn to adapt to these constant streams of conversation that happen around them in real time. They can develop timely responses, even join in on the dialogue, or adopt a consumer suggestion.
Domino’s Pizza recently did an entire campaign responding to consumer complaints around their quality management, which resulted in an entire process turnaround.
These approaches are the makings of great connections, and we can learn a lot from celebrities who take advantage of these networks.
Thirdly, maintaining a strong brand image is paramount.
It is sometimes said that the person who actually owns the brand is the consumer. While I can appreciate this argument, I also believe the custodians of the brand have a responsibility to be just that, custodians.
There is a strong place for image management and PR. In looking at Victoria Beckham, she has carefully cultivated her profile and transformed it over the years from pop star to fashion icon and business woman. The transition was smooth and well crafted. Those old “Posh Spice” days are but a memory.
Lady Gaga clearly manages her image well, as does Justin Bieber, who has so successfully won the hearts of millions of teenage girls since hitting the big time a couple of years ago.
Crucially, brands must learn to control the type of message management being done on their behalf.
Yes, in this increasingly connected age it does become harder to control, but with active brand and message management the right image can be cultivated.
What Accounts for our Changing (Culinary) Tastes? – by Kathryn Aquadro, strategist at OIL
Recently, two of my colleagues questioned why it is that some people pair cheese and wine together. I immediately launched into an answer – only to realise I had no clue at all – and ended up resorting to: “Well, it’s just most often the way we have it.”
We then went on to discuss various foods eaten by our respective families, and how certain things that were once a complete enigma are now part of our daily lives. Think of droewors, bobotie, melktert, samp and beans, sushi or bunny chow, to name a few. All are characteristic of different cultures, yet every one of them can be bought at your local grocer. They may not contain the original recipe, but they have been adapted over time as consumers acquire different tastes.
My question is, how is it that we acquire these different tastes? How and why have we adopted eating regimes that would make our grandmothers turn in their graves?
Surely one of the key influences is globalisation. South Africa, especially, is a melting pot of cultures from the world over, so it is bound to be a melting pot of traditional foodstuffs. But with this globalisation has come the ‘Keeping-Up-With-The-Jones’ rat race. We are hungry (excuse the pun) for bigger, better and new – in almost every aspect of our lifestyles, including food. To know or have tried something that others haven’t feels good because we then feel unique. For example, I recently went to a braai where the Israeli host brought out a tray of Israeli-style mini pickled aubergines and gherkins. To every person who tried them, he had a story to tell and an opportunity to stand out. He loved it, and so did the guests! We are clearly a culture that likes to experience the new and different, and so our appetite for new foods is insatiable.
Along these lines of trendsetters and early adopters comes a conspicuous consumption typical of up and coming individuals, and South Africa’s new and rapidly growing middle class is a prime example. These individuals want people to know when they are making it by either flossing the brands buy-into, or being seen to be living a high life. And part of the high life is what food and drinks you have been exposed to and can now appreciate. Being seen at a cheese and wine event or eating sushi with friends is likely to elicit some form of respect and acknowledgement from others that you are making, or have made it. Of course there is no doubt that having the meal your mum gave you brings nostalgic fulfillment, but for many in the new middle class, some of these meals are associated with tough times and deprivation – and are therefore slowly being rejected from their everyday eating.
It is important to note, however, that as much as it may be a culture thing, it is also a lifestyle change in the ever-growing need for all things convenient. Time is precious, and slaving away over a stove is not in vogue…allowing the Woolworths of the world to react swiftly, and bring all sorts of readymade things (at a not-so-convenient price) to our fingertips! So now having a Greek Mezze platter, Indian curry with poppadoms or Thai Noodles for lunch is just a matter of course. Let’s not forget all the foreign ingredients in the world being sourced and brought to us by our supermarkets.
In addition, what seems to be emerging is a generational gap in expectation of what is the norm – ask any varsity student today what is available in their canteen and they’ll name anything from sandwiches to sushi to chill poppers or baked baklava. These foodstuffs are there because there is a demand for them, and a demand for variety. Everything and anything should be accessible to most, but the younger generations in particular.
Finally, we get to the point of education and awareness (or paranoia!). TV shows like Masterchef educate us by glamourising experimentation with food and recipes, but it’s the articles that warn you about the hormones in your milk, the conversation with a friend who is lactose and gluten intolerant, or the pamphlet that tells you what foods fit your blood type – that create a whole new awareness and appreciation of eating differently. There is no denying that knowledge is a lifesaver, but it also sparks myths and fears that, even if not medically proven to be the case for you, will affect what it is that you and your family eat. And it’s likely to forever shape what your children grow up eating (well, until the next “Atkins” is born or “You are What you Eat” is published, that is!).
So what does all this mean for those in the advertising and branding world? In the foods and beverage industry it highlights the importance of innovation, exposure and education: variety is demanded, trying and sampling is necessary, and education influences habits. Outside of this industry and for almost any brand, it simply brings to life the expectation that consumers of today have for constant change.
Adapt or die. No pressure…
TOP TIPS WHEN MARKETING TO HIGH INCOME WOMEN
By Velma Botha, MD of OIL
South Africa has undergone a dramatic change in the gender of its workforce since the implementation of the new democracy. But are we seeing an appropriate shift in the communication out there?
At OIL, we have explored the most effective ways to cut through the clutter and to ensure that communication connects with the female consumer.
Let’s start with the formidable challenge of getting through to her
Life’s hectic!
A woman usually does not just have herself to think about – she has a husband or partner, kids, career, household etc. Guilt is a forceful driver, and she constantly has 100 things to think about. At some point she knows that she has to compromise, which leaves her uncomfortable.
Skimming
The ability to skim media and messages is a woman’s forte. She doesn’t have the time or energy to consume whole chunks of information, and has therefore developed the useful skill of skimming the information that she consumes within her media choices.
Set in her ways
No longer in her twenties, she has developed a keen sense of who she is and what she likes. She knows what works for her and doesn’t want to waste time trying too many new things.
The constant pursuit of control and perfection
Doing anything halfheartedly or mediocre is just not an option. These women feel that they have a lot to prove, and they have a lot to juggle – so dropping balls is equivalent to a personal failure.
Light media consumer
Talk radio is a preferred medium and is consumed during the many hours that she spends in traffic in her car. Yet it is very important to realize that she will not be dedicating her attention to the medium. She is most susceptible to media and messages when she has a bit of me-time…magazines play an important role here.
So how does one reach these busy women who are set in their ways, suffer from attention defecit disorder & don’t really consumer a lot of media? From conducting thorough ‘insight mining’ for brands that specifically target these women, OIL put together the following five recommendations/tips that can assist in connecting with them:
#1 Add value
An example of a brand that adds value while taking the challenges to heart is Woolworths. The brand’s quality promise and innovative offerings give her the illusion that she can have it all AND be it all. Woolworths thus makes it easy for her to put on a trendy outfit with accessories and also be the ultimate home-maker by offering her convenient solutions – thereby alleviating guilt.
#2 Make her feel good about herself
There must be an understanding of ‘me vs. the best of me vs. not me’. When communicating to her, the cast/model(s) should not be a mirror image of her – there is nothing aspirational about that. But they should also not be too far away from her frame of reference, thereby alienating her completely. A delicate balance is required.
Let’s think back to the rebranding of Femina being positioned as the magazine for women over 40 vs. a magazine like Women & Home. Both of these are examples of magazines that target the 40+ woman, but they have very different approaches. Women & Home approaches it from a content point of view, ensuring that their editorial and fashion are relevant and relatable – thereby highlighting ‘the best of me’. Femina, on the other hand, made the error of overtly stating that it is a magazine for the 40+ woman, thereby being ‘me’ and making her feel as though she is being labeled when buying into the brand.
#3 Apply the French philosophy
Grey is not a swear word to French women. They age gracefully and remain sexy. These women live by the philosophy of ‘bien dans sa peau’ – which literally translates to ‘well in her own skin’. They embrace who they are and make the best of what they have… and their confidence makes them absolutely irresistible.
It is very interesting to note that women 35+ feel alienated by communications. Brands are clearly either targeting the youth and those in their early 20s (e.g. Diesel), or pensioners (e.g. Bernina, Hush Puppy etc.). There are very few brands that speak to those consumers who actually have the spending power. Country Road, Trenery, Jenni Button and Hilton Weiner are examples of brands that are getting it right.
Another thing that can be learnt from the French is that there is a difference between fashion and style. These women are not fashion followers. They do incorporate an element of the ‘must have’ item in their wardrobes, but it is much more about having a personal style – combining the things she loves in a way that flatters her.
#4 Push vs. pull
Subtlety is the key in this market – don’t oversell! She has a good idea of who she is and what she wants, so don’t pursue an aggressive or pushy approach – think Brand Power or Verimark.
At a recent Elle ‘love being a woman’ workshop, it was fascinating to see which brands connected with the women attending and which didn’t. The common thread between the brands that got it right was the fact that they added value and didn’t try too hard. Standard Bank, for example, failed to follow in the footsteps of the successful brands. A representative of the bank addressed the crowd at the end of the event and tried very hard to push a newly launched product with all its benefits. It was clear that the bank didn’t consider the environment – or the audience – in putting together their presentation.
#5 Incorporate depth
Brands tend to box women in. Women are either portrayed as one dimensional e.g. focused on fashion only or, at the other extreme, the depiction of the multi-tasker. The latter has become quite a cliché in communications, depicting her like a Hindu god with multiple arms taking on the world. She is perfectly aware of her situation and is very skeptical about a brand’s ability to relieve this tension. Promising her the world is unrealistic – rather offer her something that demonstrates an understanding of her needs. She has a need for substance – in the conversations she takes part in, the brands she consumes and the people she admires.
Incorporating depth can be applied when considering brand spokespeople or endorsers. Ensure that the person representing the brand is someone with character and substance. It should be someone who has worked hard to get where they are, who respects others and who is active in his/her community
In conclusion, this is not an easy market to connect with, but it is possible! This is a market that has traditionally been overlooked – although it is one that has massive spending and decision-making power.
So why then, are we ignoring her and her needs
OIL focuses on brand strategy and planning and is one of the companies within the Lowe Bull Group of companies. For more information, contact Velma at OIL on 021 487 8900
