Posts tagged ‘singapore airlines’

POP UP MARKETING

Next time you enter your nearest mall, don’t be amazed to see a huge replica of an airplane, which is surrounded by beautiful air hostesses that makes you a feel as if you are about to enter a real plane ready to take off.

Welcome to the world of pop-up stores—temporary shops that usually sell goods for a limited period of time. Designed to generate buzz and ensnare shoppers with a get-in-while-you-can appeal, pop-ups allow brands to move quickly, opening up shops to test a new product or market, and closing them without much commotion. The trend involves ‘popping-up’ one day, and disappearing the next. These small and temporary stores have a tendency to pop up unannounced, draw in big crowds, and then disappear or morph into something else the next day. This creates a unique environment of relevance and interactivity that creates a buzz by generating consumer exposure.

Recently Singapore Airlines, in few selected malls across Kolkata, Bangalore and Chennai, popped open 400 square feet facilities complete with mock-up seats, flight attendants welcoming you, in-flight amenities and cutlery to announce the launch of its enhanced economy and business class seats in a new way.

It can be called as an evolution of the modern retail environment providing a win-win situation. A comparatively low-overhead option for the brands, pop-up store allows them to step outside their traditional walls and meet a broader audience. It results in a flow of extra rental income and more traffic (footfalls) for the mall owners and it gives an opportunity to shoppers to touch and feel a product, sometimes even before it is available in the market.

Not surprisingly, brands such as Nokia, Singapore Airlines, Sony, Panasonic, Samsung , Canon, Acer and Dell are hopping onto pop-up store bandwagon warming the customers to here-today, gone-tomorrow brand tactic. Japanese major Canon is setting up 100 pop-up stores during the ongoing festive season for promotion of the latest range. NIKE is entering this innovative marketing trend with the Nike Runner’s Lounge, a temporary location where athletes can, among other things, rendezvous for a run, get free massages, drinks and snacks and perhaps most significantly, test-drive Nike’s line of running shoes. Nokia’s focus on pop-up stores in India started since the time the company rolled out its services under the Ovi brand last year. The company had then set up smaller stores to familiarize consumers about its array of services and also download content into compatible handsets. Enthused by the success, Nokia runs numerous pop-up stores across the country in electronics and mobile phone retail chains like The Mobile Store, Reliance Digital, Croma and Spice.

So, just ‘pop-out’ to the nearest mall and experience this emerging, innovative and effective marketing tool.

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December 1, 2010 at 12:33 pm 2 comments

SENSORY BRANDING

Have you ever wondered what the aroma of popcorn at a movie hall, the texture and smell of cornflakes, the smell of a brand new car or the popping sound of a new can has to do with branding?

Most marketers today use sensory branding as a tool to stimulate a consumers relationship with a brand and to enable a long-lasting emotional connect and build brand loyalty on that.

sensory

Our senses (Sight, Sound, Touch, Smell and Taste) help build emotion and thus remain in our memory longer. Sensory branding may or may not be related with the quality of the product yet they play a vital role in customers purchase decisions

Companies like Kellogg, designs the sound of their cereals in the laboratory. Singapore Airlines is considered as the pinnacle of integrated sensory branding and has a consistent visual theme. The color of the uniform of flight attendants is coordinated with the interiors of the flight. Rolls Royce emits a scent called “Old Rolls” from under its seats of all its new cars.

All though sensory branding is not a new phenomenon, companies today are integrating two or more senses to gain brand dominance. The most commonly used senses for branding are Visual (sight) and Audio (sound) however with so many advertisement cluttered on television and radio it is losing its effectiveness.

Marketers are increasingly moving toward the sense of smell in addition to sight and sound. The smell of scent reduces anxiety, enhances mood, brings excitement and triggers memory hence companies like Singapore airlines use the same scent (Stefan Floridian waters) in the perfume worn by flight attendants to the hot towels as well as other elements of service. 7-11 (Seven Eleven) introduced the smell of freshly baked bread and noticed a significant increase in sales. Research states that people stay 40% longer in fragrant places and 75% of our emotions get formed by what we smell.

Thus companies using multiple sensory branding are likely to be more successful and I’m sure the wait isn’t long before we see all marketers attract their customers via similar neuromarketing. Now thats something that smells fishy.

November 3, 2009 at 1:53 am 1 comment


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