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Harry Potter Turns 20 and Facebook Celebrates!

It has been 20 years since Harry Potter and the Philosophers Stone was released to the public unknowing that this mild mannered wizard would become a billion pound phenomenon!

Facebook has shown their appreciation to this magical collection of books by releasing a few spells of their own.

The social network provides you with some special powers when you share a status that includes ‘Harry Potter’. They also alter the house names in Hogwarts: Gryffindor, Hufflepuff, Ravenclaw, and Slytherin.

harry potter books

Since the success of the first book a further 6 books were released in the series accompanied by 8 films! The latest release is a spin off – Fantastic Beasts and Where To Find Them.

This amazing tribute to J.K. Rowling and her awe-inspiring tales is worth a try!

The Danger of Social Media

If it’s not online it didn’t happen, right? That is the mentality of many social media users nowadays who have grown up in the digital age.

For many of us, interacting with others online has become second nature to the point where we don’t even notice how often we’re pulling out our phones to brows through Facebook and Instagram. The social media epidemic has hit us all, with over 2 Billion of the world’s population on social media and 90% of them being young millennials.

Now let’s take a moment to ask ourselves- Is living through an online profile on a glass screen worth our mental health?InstagramStudies from The Royal Society for Public Health have revealed that Instagram is the most dangerous social media platform contributing to negative effects on young mental health. As serious as this issue is, it has clearly been overlooked rather than being addressed head-on. Some of the side effects linked to damaging health and well-being include: anxiety, depression, loneliness, bullying and body image.

Although many people have positive intent on using these platforms as a force for good, nobody is immune to these negative side-effects. If you agree that social media is fueling a mental health crisis then it’s time to speak up about it and change the way we use it.

Real is rare

REAL IS RARE CAMPAIGN. The durability of a diamond, symbolic of the life-long commitment that marriage brings, had been fiercely promoted by De Beers. Recognising that competitors in the diamond industry were free-riding off the back of their marketing campaign, De Beers halted their advertising efforts. Since then, marketing to the public has been little to none. As a result, there has been a lack of expressed interest amongst millennials. Considering that a younger customer segment offers lifetime value opportunities, leaving this market untapped would be a grave mistake.

The Diamond Producers Association (DPA), formed by market leaders including the likes of De Beers and Rio Tinto, aims “to protect and promote the integrity and reputation of diamonds”. To investigate the seemingly puzzling nature of millennials and their views on the diamond market, the DPA budgeted $5-$10 million to take action and answer the question, ‘Are millennials even interested?’

Results illustrated that while there was resounding interest from millennials, the segment had little interaction or experience with the industry. For the digitally-minded consumer relying on social media and online touchpoints for purchase decisions, the old-fashioned industry was failing to deliver. The findings also revealed changed views on the institution of marriage. In comparison to ‘our grandparents’ generation’, the concept of marriage is increasingly becoming considered ‘outdated’ – particularly in Western societies. The bashing of gender stereotypes and the rise of the ‘Independent Millennial’ have contributed to a delay in marriage. These valuable insights present a challenging task for marketers. Traditionally, the first interaction a consumer has with a diamond is prior to engagement. If millennials are postponing marriage – if marrying at all – how can a stone so closely associated with marriage be marketed?

The ‘Real is Rare’ campaign, comprised of three separate clips, tackles this question boldly and daringly. Wanting to relate to the younger consumer, the campaign portrays a modern-day representation of romance. Identifying the US as the market containing the highest number of potential millennial customers, the DPA tailored the marketing activity to the US audience.  Additionally, the campaign addresses the rise of artificial diamonds, encouraging viewers to recognise the rarity and value of ‘real’ diamonds. The videos focus on emotional commitment rather than on traditional proposals. Promoted on digital platforms, the campaign is actively targeting a younger customer base.

‘Wild and Kind’ depicts the emotional turmoil between a young man and woman whose relationship remains intact, driven by raw emotion and commitment. ‘The Runaways’ documents the carefree spirit of a couple ‘on the run’, escaping real-world responsibilities. The final video of the trilogy is set to be released early this year.

Contemporary, different and pertinent (albeit somewhat forced), the Real is Rare campaign’s efforts are clear. The modern twist on a traditional purchase delivers a message which should resonate with the intended audience. While the effectiveness of the campaign remains to be seen, the seismic shift in a seemingly out-dated industry is to be admired.

Basecamp 2030 presented by They Don’t Love You

They Don’t Love You presents Basecamp 2030: Marketing and Creativity in the Millennial Era

In a TEDx fashion, speakers from companies such as MediaCom, Quantcast, BBH, GE, Vodafone, Unilever, Post Collective and Makers Academy will be sharing their stories on 16th of March. 

From fresh, ambitious millennials to skilled marketing entrepreneurs, speakers will be providing rich insight into the rapidly changing marketing and advertising landscape. By 2030 millennials will represent 75% of the workforce and this tech-savvy, hyper-connected generation is set to revolutionise the way businesses today operate.

Come along to hear about how others’ business experiences can prepare you for your career. With digital technology defining the future success of a business, an appreciation of the role millennials play is crucial.

Make your way down to Metric (details below) and get involved.

Need convincing? Tickets are free!

Register for FREE tickets: https://tdlybasecamp2030.eventbrite.com

 

Special Thanks to Imperial College Business School and the MSc Strategic Marketing Administration Team

 

Event details

16th March 2017 – 18:00 – 21:00

Metric Bar, Imperial College Union, Beit Quadrangle, Prince Consort Road

London SW7 2BB

 

Are brands getting overly personal?

“Do unto others as you would have them do unto you”

The adage above holds true now more than ever. If we behave well, care about others and respect those around us we naturally stand a better chance in receiving the same in return, and as a result form quality relationships. However, one specific member of society seems not to get this. Who is this you ask? The answer- brands. The aim of this article is therefore to show that brand relationships are no different from personal relationships but unlucky for us marketers they are indeed as equally difficult to create and maintain.

Getting to know each other

Imagine a party with your friends, everyone is having fun, talking about their lives, sharing their stories, and discussing what matters to them. All of a sudden, a guy who nobody knows starts shouting that he is the best, the most fun to be around, the best lover, the most kind hearted etc etc.. Even worse, he does not seem to stop even when nobody seems to care and he keeps repeating the same things over and over again. What are the chances he’ll be invited to the next party? Low, very low.

Yet, companies are doing exactly the same thing, just in the form of advertising. And they don’t boast only at parties. They are desperately trying to appeal to us everywhere. They do it on the streets, they do it on our computers, on our phones and tablets, and really, wherever it’s possible.

Solution? Listen to the conversations that happens at the party first, and only when you’re certain that your input is relevant, desired, and will be heard say it. This will increase the chance of your audience valuing what you’ve just said and them wanting to hear from you again. The lesson here is to listen to customers first before actually saying anything. This approach is also known as customer research, sound familiar?show off, boast

Talking

Ok, so let’s assume that the first guy has learnt his lesson and so for the next party he goes to he’s figured out that the attendees are interested in environmental issues. So, logically, he starts shouting all over the place that killing whales is bad and that he just loves it when he can clean some rocks from leaked petrol, which all goes towards making the world a better place particularly thanks to his efforts.

Surprise, surprise! Ain’t nobody got time for him, nobody cares. The problem is that nobody bought it. Your typical try-hard. The same occurs with brand perception. Let’s say a company claims via its mission statement that they pride themselves on innovation, yet they actually do nothing innovative -and thus are perceived by the public as untrustworthy and outdated.

The better method is to find a match between the brand’s objective and their current/potential customer’s desires. This may sound difficult -but not impossible since the previously conducted customer research will hopefully reveal what customers want. Therefore you, the brand, can now implement appropriate, realistic and admirable changes. So to keep with the persona theme, you’re ultimately looking to be the trend-setter and not the try-hard.

Bar, alcohol, chat, talking

 

Flirting

Now it’s going to get quite competitive. The trend-setter and try-hard spot an attractive female customer. You probably know already who stands a better chance of going home with her but let’s be unbiased and see how it unravels..

First up is Mr. Try-Hard; “Hey, I see that you love nature, and that you’re a 23 years old female living in London, so I can tell you that if you go on a date with me we can make Earth great again, we’ll save sooo many dolphins and I can then show off how many other girls I was able to attract”. Well, he has some knowledge, he is pretty honest, yet she would probably refuse him even if it means loosing a free dinner -but this does of course depends on her values and her current income statement.

Next up, Mr. Trend-Setter who, after some time talking, and letting his quality and authenticity shine (which also draws an attractive contrast to the previous suitor) he asks her whether she would like to join him on his next trip to Ocean World, which he likes so much because all the animals there get much needed care, without which they would not have survived in the wild- an authentic, informed, amicable, personal and realistic request.

One may argue that the second guy seems to be too perfect, he can’t be authentic, but look at it from the girl’s perspective. Doesn’t every girl want a guy, for whom she will be the centre of the Universe? Doesn’t every customer want a company to be customer-centric?couple

Relationship

Long story short, the customer chose Mr. Trend-Setter and had an amazing time at Ocean World with him. A few more dates followed shortly after. And then during one amazing evening, the girl acquired the guy’s product. The foundations for a relationship has formed. And the relationship was getting stronger and stronger every time they were together. It wasn’t always perfect but they were both committed to keep the other happy and they never breached the other’s trust. So it worked quite nicely for both of them.

However, one day, the girl met her gal-pal, who actually fell for Mr. Try-Hrad as she was really desperate for a free dinner back then. But, as time went by, it was getting harder and harder to escape the relationship with Mr. Try-Hard even when he was not really able to deliver what he promised. The emotional barriers and the switching cost in the form of effort were too high

After a few casual drinks and some girl talk, it quickly became apparent to the unhappy friend that she would really prefer to have the kind of relationship Mr. Trend-Setter was offering. Conversely, the happy girl benefited from the word-of-mouth too as it allowed her to appreciate the unique relationship she has with her boyfriend. Unfortunately for the unhappy one, it is very unlikely that the relationship the happy couple built would benefit from one more member. In the world of brand-relationships, however, a happy customer is more than happy to recommend an authentic, relevant and quality brand to whomever as it is socially acceptable for brands to have poligamic relationships.couple

Epilogue

Please don’t take the author’s humorous tone as uncultivated. If you are a man, just ask any girl which one of the presented guys she would prefer. Chances are she will ask where to get the nice guy from this story even before finishing the article. And then take her response as the customer perspective. If you are a woman, I do not know where the good boys hide away, but I know, that all the guys just try their best to acquire a long-term profitable customer. Finally, if you’re homosexual, congratulations, the rest of us kind of envy you.