Current Events:
Word-of-mouth may be the hot new trend, but when you want
people to talk about or recommend a brand, a new study shows that live
experiences do it best. Momentum Worldwide surveyed more than 6,500 people in
nine markets globally to compare the impact of 23 types of brand experiences,
including watching TV commercials, visiting the brand’s social networking page
and attending a branded music, sports or other events.
The takeaways:
Attending a branded live experience drives 65% of people to recommend
the brand and 59% to buy it at retail afterwards.
Here’s a visual that supports the study:
I think it is amazing what social media can do for a brand
nowadays and how fast it can create viral effects. However, physical contact
with the brand is still more impactful for people and their likelihood of
sharing the experience with others.
TTIY Project Update:
Since the launch of their new product in the past week, Bath
& Bodyworks has not done anything besides promoting the product on their
social networking sites. These include their current marketing efforts such as
coupons, discounts, and special delivery rates. To be completely honest, I was expecting more from them since the winter season is coming up.
There is, however an application that is creating ‘buzz’ for
B&BW. To add on to the previous blog post, I mentioned that B&BW has
created an application called “ScentSnap” – an app that enhances people’s
experiences with the brand. To quote one of the Fashion Editors, Anna Wintour
“Sometimes Geek Is Chic.” The new mobile app is available now for iPhone and
Android users last week. Fragrance fans are deeming in the most stylish way to
capture selfies and their 5 star ratings are pouring in.
This is what the actual app looks like on iPhone:
Top features
of ScentSnap:
1. Instantly connects to your camera as well as your
photo album (access permitting), so you can style all your snaps with over 20
colorful filters!
2. Our favorite social media channels are integrated
so you can instantly share your snaps via Instagram, Facebook, Email, Pinterest
and Twitter.
3. The “Find a Store” function navigates you to the
nearest BBW with a super helpful GPS map!
4. Exclusive offers, for app users only, keep you
connected to the latest arrivals and hottest deals in store & online!
5. It’s FREE!
You can download the app today on your mobile
devices:
I am starting to see pictures of holiday products on
their website. However, I do not think that there will be something new with
their marketing communications. I feel like B&BW has demonstrated
repetitive communication efforts in their marketing strategy – the executions
become routine and expected from B&BW. I think that it can definitely add
on to the current communications to better target the product at the users,
particularly for me as an active user. That aside, I am excited for the holiday
product offerings from B&BW as they bring back some of my favorite scents
of the year!
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