Scream’s Yellow Card

Being into Consumer Psychology I’m not supposed to be fooled by loyalty cards, but I’ve got to say I’m obsessed with this little beauty!!

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When me and my uni buddies go out for lunch in Bangor, we always discuss where to go and we always end up at the same place pretty much every single time, a pub called “Yellow”. Funny thing is.. the pub’s name isn’t even “Yellow” it’s actually called.. “The Old Glan” (or “Ye Hen Glan” for the Welsh) but I don’t think anyone has ever called it that, or even know that’s its name for that matter.

I originally thought the reason everyone calls the pub “Yellow” is because the outside of the building is yellow, but turns out it’s because it is part of the student-orientated pub chain “Scream” which is the creator of the yellow card!

So what’s so great about this little card and why does it work so well??

Well card owners are able to get 50% off food. Yes, that’s right, HALF PRICE FOOD!! So you can get a meal for like £2/3. Bargain. Obviously this is great for poor little students who don’t have much money (who probably shouldn’t be blowing their loans on pub grub…). If that’s not good enough, you can even get something like 25% off drinks (draughts and certain spirits).

So get the students in for lunch in the day time and provide them with a meal for a couple of quid then you’ve got them all happy, loyal and willing to come back in the evening for drinks!! I’m a prime example of a loyal customer as I still like to go there in the evening for drinks despite the offer not applying to the drinks I buy.

Another clever tactic that Scream’s company use is by placing the pubs close to universities. Like I said, it’s a student-orientated pub chain so it makes sense to be close to a uni as that’s where the students are. But not only are students going to be tempted to eat there due to the Yellow-card scheme but by putting it close to the uni’s facilities then they’re going to be even more tempted. This is more likely going to make consumers go there rather than having to walk further to some other pub, they can just pop there during lecture breaks and what not. Oh oh, also they offer free WiFi, to tempt students in to do work whilst they enjoy their £2 lunch.

I’d definitely recommend eating and drinking at Yellow to any new student joining Bangor this year. Make sure you get yourself a yellow card!

Despicable Me 2

Here’s one for the Despicable Me Fans!!

An interesting way to promote and get consumers excited for a new animated film.. interview a ‘real life’ cartoon character haha (This is Steve Carell dressed up as his character Gru from Despicable me talking about the new movie).

Sorry I don’t have chance to write much for this post as I’m rehearsing for a presentation I need to give at uni tomorrow.. but thought it was too good not to share. Drop me a comment if you have any thoughts on how or why you think this is a good (or bad) idea for promoting a new film.

Gru

Share a Coke

I know I may seem a little late with this “Share a Coke” blog as it’s been going for a couple of weeks, but if I’m honest the reason I haven’t wrote one already is because I have read so many other blogs on this topic and I thought everything had been covered. But after having a conversation about these bottles with pretty much everyone I know, I thought I had to have my say!!

Just a brief explanation for those who may not know what I’m rambling on about: Coke have replaced their iconic brand name with the top 150 most popular names in the UK. The chosen names are on individual 500ml and 375ml bottles of Coca-Cola, Diet Coke and Coke Zero.

At first I thought it was a great idea, seeing people going crazy in shops searching for a particular named Coke. I also saw loads of people complaining on Facebook or Twitter that they wanted a Coke with their name on. Then I saw the people who had managed to successfully buy or receive a Coke with their name on, post their photos on to Facebook. Such as my friend, Lisa, who was bought this bottle of Coke Zero as a gift:

Lisa coke

Before this genius marketing technique it is unlikely that people would have thought “Lisa (or whoever) would really like a Coke Zero, I’ll buy it for her” whilst out shopping. Usually you would just purchase this size bottle if you wanted a quick drink when you were out and about, so in terms of marketing I thought Coke had done a fantastic job with everyone getting excited and wanting to purchase bottles so they could share with their friends and family.

I did a bit of research (MAJOR scientific here..) I asked a whopping 6 people what made them want a bottle of coke with their name on. They said it was just because of the novelty, the quirkiness, a bit of fun and because everyone else was showing off their new and personal Coke they wanted to join in too, even if they weren’t big Coke drinkers! Some people said that they wouldn’t go out purposely looking for a Coke with their name on, but if they were choosing a drink and couldn’t decide, they may be influenced to buy a Coke instead of something else if they saw their name. And this is exactly it, people have ALWAYS loved name gifts (mugs, keyrings, signs for your bedroom door etc) and the reason for this is because you get the feeling of belonging, ownership and pride when you own something like this.

But it was today when things changed. I was at uni doing some work when my friend, Dave, came and joined me. He had just come from Asda and had a bottle of Coke with him.. I picked up the Coke thinking “he’s bound to have Dave on it”.. when I was surprised to see this:

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MICHAEL? Who is Michael? This shocked me that he would have chosen “Michael” when I knew I had seen “Dave” on the Coke bottles.

Dave told me he was going to buy a Coke regardless, as he would usually buy Coke anyway, but when he got to the stall he couldn’t help but become frustrated that he couldn’t see his name. He said he didn’t want to look stupid shifting through all the bottles to find his name, so he picked up the first one that was “similar”. He said there were lots of bottles at the front with girls’ names on.. and he would feel silly buying a bottle with a girl’s name. So he went for the next best thing.

Another thing I came across when talking to people about this, is that some people can find this whole name thing a bit embarrassing and actually purposely go out of their way to buy a Pepsi or some other alternative to Coke to avoid looking like they had fallen for this marketing trick.

So Coke may be encouraging people who don’t usually drink Coke to buy more bottles, but are they risking losing regular Coke users by frustrating and even embarrassing them???

But overall… despite it may be frustrating and a little embarrassing for some shoppers, I still think it’s a great idea and it’s just a bit of fun for the majority of consumers! And just in case you were wanting to buy me a bottle of Coke, unsurprisingly “Sinae” isn’t on the bottles. You’ll have to wait until the summer when Coke are going to do personalised bottles.. or just resort to buying me chocolate with my name on instead 😉

Monumite – A Shrine to Marmite

Me and my boyfriend had the day off from uni and work and couldn’t decide what to do for the day. So being the cool person that I am, I suggested we go on an adventure around Burton on trent (our home town) to track down the Marmite statue!!! Our adventure was successful. Not that it was particularly difficult to find…

So what’s the point of this statue?? Apparently it’s all a massive addition to the love/hate debate. There was a competition back in 2010 to find out if there were more Marmite lovers or haters. The Marmite lovers won, and this is what they wanted to do to show their appreciation for Marmite by placing a shrine in the town where it’s made. Its been revealed that the sculpture has been made to pay homage to Marmite’s wonderful legacy and will mark the nation’s unconditional affection towards one of Britain’s most iconic brands.

As someone who has lived in Burton my whole life (apart from uni during term time). I can’t help but find it a bit odd, there wasn’t much talk about the statue and not many people here even know it exists, it’s literally just plonked behind the town’s library and next to a local park, but I guess it is kinda cool that we are the creators of such a big and successful brand and this had been placed here to “mark the appreciation” 🙂

please excuse my squinted eye – stupid sun

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Wonderbra’s safety line

Back again with the guerrilla marketing rambles.

Today I wanted to talk about one that’s completely different to the Lego advert, just to broaden knowledge as have no idea what will come up in the exam.

wonderbra

So this advert is advertising Wonderbra. Just to remind you that this is what the Wonderbra logo looks like:

wonderbra 2

So as you can see it’s a clever little thing they’ve done here.. put the logo on an additional yellow line on the tube station platform, so it all looks like part of the platform design. As the original yellow line is a safety line informing travellers to stand behind so that they don’t get hurt by the tube train, some suggest that Wonderbra’s additional line is trying to suggest that buying this brand’s bra will make you so enhanced you will have to stand even further back… but I’m not so sure I agree with that one lol.

Market Segmentation
So this advert is initially targeting female consumers and Wonderbra is aimed at women around their 20’s. So this placement here is great; as many women in this age group travel by tube for work or leisure.This age group have a great need for peer acceptance, and they are often influenced by their peers; placing this ad in a place where consumers are likely to be travelling with their peers is a good idea! This age group are also less likely to be loyal to a brand than more mature age-groups; so Wonderbra reminding them to try out their brand is cool.

Attention-Grabbing?
In terms of grabbing our attention; I don’t think this ad does it very well :/. It’s not big, it’s not really intense or unexpected because tube travellers probably don’t take much notice to it as they think it’s just the platform design. However, it is isolated – there are no other adverts in its immediate area. The colour is a tricky one to analyse, it is good because its yellow (high arousal colour meaning more attention grabbing), but because it is the same colour as the other safety line people may just think it’s part of the platform design and not may much attention to it.

Another thing, adverts are more likely to grab consumers’ attention if they are eye-level or high up, this advert may not be very effective with it being on the ground.

Needs and Interests
As I mentioned in the Lego post, for an advert to be effective it should connect with consumers’ needs. Whether it is to influence the consumer on how they perceive their current state “Do I need a new bra?” . Or even if it’s to remind them of their needs “Maybe I need a new bra to go with the dress I’m wearing on Friday night”. I think this advert does well here, especially if the consumer is catching the tube to head shopping.. they will be reminded of Wonderbra’s brand and this may influence their decision when shopping. This advert activates the following human needs: need for social image (show off how great their figure looks) and need for variety (have a variety of different bras).

Another way to grab attention is to connect with consumers’ interests, as consumers are attentive to things relevant to their interests. Not really sure if this is relevant.

Memory
This ad does well in helping the consumer remember the brand in a number of ways.
For one, it’s a good way to remind the consumer of the brand, I doubt most women would be thinking about bras during their travels, so it’s a good way to make them think about it. Clarity is also a way for companies to get consumers to remember their brand, this advert works with that as it is clear and simple, without loads of confusing words or pictures distracting the consumer from the brand’s name.

A brand is remembered if it uses concrete words (which it does ‘wonder’ and ‘bra’) and suggestive names (which it does, Wonderbra = a bra that does wonders). So this is good for the advert as when the consumer goes shopping she will easily remember the brand Wonderbra due to it’s name, more so than maybe other competitive brands. I know this is more about the brand its self, but of course it’s all a part of the marketing.

If the consumer does notice the advert and if they do understand the joke then it will be remembered as it’s funny, as positive moods and humour make people remember things.

To end
Aaaaah, this one was a lot more difficult to analyse than the Lego one (you could probably tell lol). Wanted to set myself a challenge though in case the one in the exam is difficult :/ But I will say that the advert is good and effective due to its humour and placement in the tube station.. IF it is noticed.

Lego!

My exam is approaching in a couple of days and we have been told that part of the exam will be an essay about guerilla marketing (this is basically an advert that is outside). We haven’t been told what the essay is exactly going to ask or what advert it’s going to show, but I thought I’d try and write a couple of posts about this type of marketing to get my practise in. Also to inform you guys in the process!!

At random I decided to talk about this ad, dunno why.. it just looked cool.
,ego

Who is it aimed at?
Let’s start at the marketing segmentation. Who is it aimed at.. we’ll say mainly children shall we? (debatable, I know grown men who like to play with lego..) but yeah, we’ll say children. But as children aren’t really going to be the buyers, this ad is also going to be aimed towards their parents too – parents buy but kids are still involved in the purchase decisions.

What are Lego trying to do?
This advert is trying to grab our attention. As I previously mentioned, in order for an advert to be attention grabbing it needs to be big, intense, colourful, unexpected and isolated. Quite simple really.. this ad definitely ticks all these points.

Remind Consumers of their needs and interests
In addition to this, in order to grab attention, ads want to connect with consumers’ needs. This is because people are attentive to things relevant to their needs. Whether this may be to influence the consumer on how they perceive their current state “Do I need more lego?”. Or if it is to remind them of their needs “I need some more lego” or “My nephew’s birthday is coming up.. maybe he’d like some lego”. This advert activates the following human needs: need for pleasure (Lego provides fun for the consumer), need to possess (this one is particularly valid to people who collect, so lego collectors) and we could also say the need to give (may have the desire to give gifts – lego may be that perfect gift).

Another way to grab attention is to connect with consumers’ interests, as consumers are attentive to things relevant to their interests. Fairly simple that one “I like lego… Seeing this big thing makes me want to buy lego”.

General influential psychological factors
When adverts are outside of stores they are more likely to be noticed by consumers if they are either at eye-level or high up! So this Lego advert works well as it is waaay up high in the skyyyy.

Another thing.. feelings activated by adverts can influence attitudes towards brands or products. I would probably say that this advert activates feelings such as excitement and amusement?? So these positive feelings are great as consumers will associate these feelings with Lego.

The colour is good as the use of red and yellow are high-arousal colours, this means that they are more attention grabbing.

Finally, memory.
An ad that is memorable is extremely important. For a company to help consumers remember their brand or product, their advert should be attention grabbing (which this is..). It should also remind consumers about their brand/product, this advert does this because as it’s a guerilla ad it is reminding consumers about the product even when they’re not shopping. Also, a consumer is likely to remember an advert if it improves their mood – we could say that this advert improves a consumer’s mood positively (walking down the dull street and then seeing this unexpected advert is quite amusing), thus consumers are more likely to remember it.

Soooo overall, from a consumer psychological perspective I would say this is a very good advert.

Obsessed with Snapchat

The new craze that’s taking over the smart phone world is a new app called Snapchat (ok, it’s not so new, but us Brits are only just catching up with it). I was wondering what the psychology behind Snapchat is all about – what makes this so fun and why consumers are obsessed with it.

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The Snapchat app allows users to quickly send a picture to any of their mates who have the app, the user gets to control how long the receiver sees the picture (any time between 1-10seconds). After the chosen time the photo self-destructs.. never to be seen again*.

Let’s be honest, this app is kinda pointless.. All Snapchat users have mobile phones so could just text their friends, if it’s the photos they so wish to share they could even send them photos via text messages or upload to social media sites. So what is it about this app that people are loving??
Well here’s the thing, snapchat isn’t your usual photo-sharing site like instagram or facebook. The creaters revealed the purpose behind this app was to build an app that doesn’t conform to unrealistic notions of beauty or perfection but rather creates a space to be funny, honest and ‘now’. The creaters behind Snapchat wanted this to be a way to communicate with the full range of human emotion — not just what appears to be pretty or perfect.

So Snapchat is all about the silliness!!!!

Being silly and relaxed and knowing the photo will delete after 10 seconds I guess increases self-esteem because you’re letting someone see you as your natural self being relaxed and silly (not the usual way you’d like to appear in photos) but then its’ almost like they’ll forget about it in 10 seconds.

Another thing I came across when looking into this is that it makes people feel ‘wanted’. For the receiver to view your image they only get a couple of seconds to look so they have to use concentration when opening up the pic, which means they are giving you their FULL attention otherwise they’ll miss the pic.

Then there’s the simple reason as to why people are obsessed with Snapchat – people love authentic communication. Being able to send quick pics (for free) to your mates is a quick and easy way to show them what you’re up to right now, without having to send a lengthy text or a time consuming phone call.

Why do you like Snapchat? 🙂

*obviously these pictures don’t actually disappear forever. Any photo shared over the internet will always remain around in the technology air lol. Also you can screenshot the photos but the app does notify you when someone has done so.