Tag: branding

How to drive traffic to your website, using a lorry

My rather boring commute to work was improved this week when I stopped in traffic behind a White Logistics lorry. Truck number 54 to be precise.

On the back of the van was a brain teaser, tying into White’s ‘PROBLEM? SOLVED!’ strap line. I could clearly see one animal in the teaser but couldn’t for the life of me see the second:

Screen shot from White Logistics website showing truck 54 with a brain teasing illustration on it
The back of White Logistics’ Truck 54. Can you see the two animals in this illustration?

I was so annoyed with myself that I felt compelled to check the White Logistics website as soon as I got into work (don’t tell the boss). So White had successfully driven traffic (no pun intended) to its website.

I even told my colleague about it (poor girl). And had either of us been in the logistics industry or had a need for general haulage or Danish trolleys (whatever they are), White would have done a brilliant job of raising brand awareness and potentially converting to a sale. However neither of us fall into their target market.

So… in terms of driving traffic, White has done a great job. But it’s the wrong traffic. I am not a quality visitor. I am not going to convert. And even though I’ve ‘told a friend’ and even blogged about it, there are probably very few other people stuck in traffic behind a White Logistics lorry that would do the same.

I’m not taking anything away from the campaign- I actually love it. But… when considering referral strategies, make sure you invest in the ones that will drive the right traffic, the visitors that will convert into revenue. You don’t necessarily need a lorry to do this.

 

 

P.S. the two animals are a duck and a rabbit.

 

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We need to have a quick chat about the loo…

This month I had the pleasure of travelling on the Eurostar from London St. Pancras to Brussels. The experience from booking our trip to arriving back home has made Eurostar stick in my mind as an example of a business that truly understands how to convert a set of brand values into behaviours and marketing communications.

From the copy on their website to the toilet signs on-board the train, the tone of voice from Eurostar is:

  • Friendly, helpful, no-nonsense, fun, young and trendy.

It makes me want to engage in a long-term relationship with them. It makes me feel comfortable in my purchase and that I know what to expect in return for my money.

It’s the detail like: “That’s as long as each item is no bigger than 85cm…” and “…so make sure they’re not too heavy”, and “We need to have a quick chat about the loo” that works for me.

Screen shot of Eurostar baggage page
Eurostar website baggage page- informal language makes this effective
Photo of toilet sign on Eurostar train
We need to have a quick chat about the loo…

We know in life that sometimes the service delivered doesn’t match up to customer expectations. (The Marketing-Geek in me wants to tell you about the Serv-Qual model here). But with Eurostar the complete opposite happened.

My expectations were very high and Eurostar certainly delivered. My friend Vicky (I write about her quite a bit!) broke her foot on our trip and needed wheelchair assistance. Eurostar arranged this with no forward planning by us. They collected Vicky from our connecting train, wheeled her through customs, waited while we bought some coffees, got us on the train before everyone else, and supported her UK-side too.

While we were on the train home I spotted another piece of advertising that I liked:

“If you have any ideas about things we could improve, or fancy letting us know where we’ve got something spot on, text us…”

I like the informality of this and indeed it was effective- (I had to let them know our carriage smelt of wee!) (Oh how relevant that toilet sign really was!)

A poster asking for customer feedback on the Eurostar
A poster asking for customer feedback on the Eurostar

So Eurostar’s brand values, which came through in their messaging was also prevalent in their personality as delivered by their fantastic staff. The only let-down was an unfortunate smelling return journey. Smell aside, this adds up to make a proposition that sets them apart, for me at least, in the travel industry. I feel the value added through engaging communications and a service that marries up to the expectations they set, is unique.

brand proposition
A model for brand development

Have you had any similar experiences?

M&S add branded goods to its portfolio

Marks and Spencer announced today that following a trial last year it will add branded goods such as Marmite and Pantene shampoo to its stores.

The decision has come after the announcement of stable profits from this time last year.

The BBC report that ‘the move to stock branded goods would enable M&S to “meet more of our customers’ regular shopping needs”’. While it can be argued that being able to pick up your Kelloggs and Coca Cola with your M&S shortbread and ready meal may be convenient I think Marks and Spencer are trying to be all things to all people which is a strategy that we know doesn’t work.

Bloomberg.com says that the brands M&S have chosen to stock are in markets where they can’t compete and have low market share thus complementing their current portfolio.

My opinion is that it’s too late to not roll this out now it has been announced, so M&S should take the opportunity presented to them to re-think their entire marketing strategy and consider who they are targeting and what their positioning is. I think they’ve become a little lost and maybe forgotten what this heritage brand stands for. It’s ok to evolve as a brand and take innovative approaches but all M&S is doing here is becoming main stream- I think it needs to go back to its roots and stand strong and stable during these troubling financial times.