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Video marketing: 3 Irish examples of best practice

This week’s blog is focused on video marketing. Video marketing is using videos to promote and market a product or brand. Video marketing is an element of marketing that seems to be on the rise year after year. There are many factors that influence this statistic, for example, it is easier to convey emotions such as sadness, happiness and humour through the use of videos than it is through pictures or blocks of text.

Today, I am going to flag 3 Irish examples of video marketing in which I think are companies benefiting from their use of video marketing. The company’s and ads that I have chosen to discuss are “Kerrygold- The Sod”, “Guinness-Christmas advert” and “Paddy Power-Blind football”. I personally think that these three adverts have been very proactive for their respective company’s in terms of video marketing.

Firstly, Kerrygold’s advert “The sod”.Kerrygold advert. There are many factors that make this advert an example of successful video marketing. The advert begins with interesting music playing as the camera scours the rugged Irish landscape. For me, this immediately grabs the attention of viewers as they are drawn in by the intriguing music.  The digging of the sod of rich Irish turf adds an element of mystery as the viewer is trying to figure out the message that is being conveyed. This is also a clever way that Kerrygold get across the point that they only use the healthiest and richest soil to make their butter. We are also given an image of a typical Irish home in the country side, which appeals to the Irish viewers. There is also the prominent use of Kerrygold butter to be seen in the ad. Multiple emotions are also used in this ad, the contrast between humour and sadness compliment each other nicely as we get a sense of the emotion from both sides of the story. We see an element of sadness from the mother in the ad as we watch her try and come to terms with the fact there is a woman in her sons life and they are all set to emigrate to Germany. She then makes a joke suggesting that Ireland export all there best stuff, implying that Kerrygold produce is one of Ireland’s best products. The glancing look towards her son also shows her love and affection towards him and the overall sadness that she is feeling. This would appeal to a huge number of viewers who have experienced love ones emigrating to different countries. Sadness is once again conveyed as we see the mother shed a tear as her son takes off for Germany.

As they head on their way, they are surrounded by the beautiful scenery of the rugged Irish countryside, showing the waterfall bashing off the rocks and the multiple shades of green through out the many fields. Humour is once again brought into the ad as the son clutched his box tight with the sod of Irish soil. “Although he may be born in Germany, his feet will touch Irish soil first” is said as the couple head for Germany. This gives the viewers a sense of pride to be Irish, which is a trait that they also share with Kerrygold as an Irish company. The scene finally cuts out as the couple get a last glimpse of the beautiful Irish countryside.

I think this ad was a very successful campaign for Kerrygold because it relates to many people. More than this, the ad also relates to many Irish people on the basis that they are proud to be Irish, and also to many people on an international scale, with regards to people who have emigrated away from their family and loved ones. Portraying the fact that Kerrygold is like a taste of home. Moreover, it also appeals to many people on an emotional level which helps them to build a relationship with their viewers and potential customers.

Secondly, “Guinness-Christmas ad”. Guinness Christmas advert. This is another excellent example of video marketing from an Irish company. Guinness in their Christmas ad expertly use music to set the scene for their ad. The slow and iconic music brings to life the magical feeling many people experience during Christmas time. This, along with the subtle fall of snow, which is a rare occurrence also captures the attention of people who long for a white Christmas. This is well backed up by the images of people having fun in the snow, throwing snowballs and laughing. This, to me, gives the viewer a real sense of togetherness, something that everyone longs for at Christmas. The use of animals is also another technique used by Guinness to capture the attention of the viewers as “animals in advertising increase brand recognition and sales. That’s for sure!”  . “Scientists have found out that using animals in adverts is one of the most common and effective tools in grabbing the audience’s attention. Consumers willingly associate the brand with the animal.”Pressfoto.com.

Beautiful imagery of white, snow filled streets accompanied by a large Christmas tree and Christmas lights also engage with the viewers as it attempts to get them excited for Christmas. Thus, relating the Guinness brand with happiness and excitement. Guinness expertly create the iconic image of a pint of Guinness in their add by having snow on the large black gates of the Guinness brewery, this symbolizes the Guinness brand and associates Guinness with happy times at Christmas. As the advert comes to an end, Guinness play a clever slogan to relate to the viewers as the also long for a white Christmas. “even at the home of the black stuff, they dream of a white one”. The final image to be seen on the screen of the Guinness Christmas advert is the drink sensible logo, which once again aims to position the Guinness brand in a positive light in the mind of consumers by promoting themselves as a responsible brand.

Finally, “Paddy Power-Blind football”. Blind football advert. Although in 2010 in the UK, Paddy Power’s blind football was the most complained about advert of the year. I believe it to be an excellent example of video marketing. This was a very successful advert because it was a good example of shock advertising. It created a buzz and forced people to talk about the ad due to its controversy. This was free talk for Paddy Power, going with the approach that there is no such thing as bad publicity.

In this advert, the lack of music ads to the comical effect of the ad. The ad shows a blind team playing a game of football, using a bell in the football to figure out the balls position because they cannot rely on their sense of sight. Humour is hugely used in this advert as one of the players kicks the football out the door of the court. As the ball leaves, a cat enters the court, with a bell on its collar. Due to the fact that the players are blind, they cannot differentiate between the cat and the ball. Although when the cat is kicked it is a very controversial scene, but is an example of how well a company can use controversy and shock advertising to generate free talk for their company.

After this scene, a Paddy Power representative enters and gets the point of the ad across by handing one of the players money while explaining Paddy Power’s new money back guarantee. To me, this was excellent timing to get the point of the advert across as all the viewers were sure to be watching thanks to the comical effect that was previously displayed in the advert. This was also a clever way to appeal to customers, many customers would be interested in gambling if they felt like they had less of a risk.

For all of these reasons, I strongly believe that Kerrygold, Guinness and Paddy Power have proved to be fantastic examples of Irish video marketing with regards to best practice.

Thanks for reading!

3 great brands that blog and 3 great brands on Twitter.

Hello again, today’s blog will be directed towards brands that blog successfully for their company and also brands that conduct themselves to the best of their abilities on Twitter. It’s true to say that blogging is quickly turning into the new internet craze, which makes this such an important topic for marketing. Although many companies currently blog on a regular basis, the three brands that I am going to discuss here are “coca-cola”, “Disney” and “AirBnB”.

Coca-Cola blog under their campaign name “Coca-Cola Unbottled” Coca-cola Unbottled blogging website. Coca-Cola share a wide variety of rich content through their blogs which in my option really grasp their consumers which ultimately build up a better relationship between the consumer and the brand. From a marketing point of view this is very important. What makes this a very successful blog in my option is that Coca-Cola are very responsive to engagement from consumers who have expressed interest in their blog. This gives them a chance to directly engage with their customers to gain feedback and also build up that ever important rapport with the consumers. Throughout their blogging website interesting articles and creative and intriguing imagery can be found. Also the theme of red and white which is the colour of the Coca-Cola brand are maintained throughout. This to me shows that Coke are not afraid to express themselves as a brand to best reach their consumers and to position their brand in the best light in the minds of the consumersimageFor these reasons I think that Coca-Cola Unbottled is a brand that is definitely benefitting from the strong work that is being done through the new social craze of blogging.

The next company that I am going to look at who do well in the world of blogging is “Disney”. Although Disney may not be the strongest company in the world in terms of blogging, I must commend the, for coinciding their blog directly to the attitude of the brand. Business grow said “It’s the happiest blog on earth featuring insights on Mary Poppins, Winnie The Pooh and Magic Kingdom trivia”.Business grow.com. Although, unfortunately it is true to say that the Disney blogs lacks the human aspect that it once had by making the current bloggers and writers post material anonymously, I still think that Disney’s blog is admirable to say the least.Disney’s blog is easy to use for all age groups so can therefore target a larger audience. They successfully do this by having a well laid out explore page with categories of preference that users can choose to explore. Also their use of bright and light colours to me goes hand in hand with the personality of Disney’s reputable brand.image

The Final company in which I think runs a great blog hitch shows a clear impact on their company are AirBnB.(AirBnB blog). AirBnb take more of a practical and minimalist approach to blogging and I firmly believe that this best reaches the their desired target market travelers generally want as little hassle as possible. For this reason I think that the minimalist approach is a great aspect of their blog. Another reason that makes this blog successful is that AirBnB have personalised it so that recent traveller who have used AirBnB can get the story of their travels and dealings with AirBnB posted onto the black g under the stories category. This is clever use of customer interaction because it opens up the opportunity for two-way communication to take place and also allows AirBnB to hear first hand what kind of experience they are offering to customers. On a personal note, AirBnB are my favourite blogging brand at this moment in time. According to cement marketing, articles with images get 94% more views than articles without.Cement marketing.com. AirBnB for me, once again stand out from the crown by showing beautiful photography from around the world which is more likely to catch the reader’s eye. 94% more likely in fact.image

Although I have no doubt that these companies and brands also have great Twitter accounts. The three brands that really strike me as market leaders in terms of their Twitter accounts are “Starbucks Coffee”,”PlayStation” and “Paddy power”.

Starbucks Coffee : Starbucks Twitter account. Starbucks can boast to an impressive 11.8 million followers on their twitter page. I think personally that what makes Starbucks such a great brand on twitter is the volume and regularity of their posts which allows then to position their brand as positively as possible and often. By having regular posts, theyre increasing the number of people who see each post and positioning their products in the minds of their  consumers. Starbucks also follow nearly 1 million other pages on Twitter. Personally I think this gives them another big advantage to  the rewards of their Twitter account because they can provide the element of personalization to nearly 1 million followers.starbucks

Not only is Starbucks a leading brand on twitter due to its huge volume of followers. Starbucks also Tweet in such a way that makes consumers feel like they need Starbucks. For example, their statement “Inspiring and nurturing the human spirit – one person, one cup, one neighbourhood at a time.” This statement, for me, tells the starbucks Twitter followers that Starbucks care. More than this, Starbucks also post rich and flavourful imagery to appeal to the senses of its followers to essentially make them want to  physically go and buy a Starbucks coffee.starbucks-imagery

I truly believe that a lot of Starbucks success offline is due to its strong online presence such as its Twitter page and for this reason I think that Starbucks is a great brand on Twitter.

The next brand in which I believe is a great brand on Twitter is none other than Sony’s “Playstation”Playstation Twitter account. Playstation, like Starbucks, is another brand that can boast to a massive following on Twitter. Playstation has an astonishing 12.4 million followers. Personally I find this figure very impressive as Playstation would only attract the interest of gamers. Playstation expertly keeps their followers interested by releasing trailers and sneak peaks of upcoming games that are yet to be released for purchased. This keeps gamers loyal to the Playstation brand as Playstation gives them something to constantly be looking forward to. The next big release. red dead.PNG

For me, the best part about Playstation’s twitter account is their spin-off account called “ask Playstation”.@AskPlaystation. Ask Playstation is a feature of Playstation’s twitter account whereby followers can post their queries and questions to issues they have with Playstation and get as response on how to best solve the problem. personally, I think this a fantastic concept and also one that sets Playstation apart from other companies as  brand with a great presence on twitter.ask-playstation

The Final company that I think is a great brand on twitter is “Paddy Power”. Paddy Power Twitter account. Paddy Power is an Irish bookmakers and although it cannot boast to the huge following that Starbucks and Playstation can, there are other reasons that make Paddy Power stand out to me as a great brand on Twitter. Firstly, Paddy Power uses comedy as a basis for many of their marketing stunts, and their Twitter account is no different. I think this approach to their Twitter account is very beneficial for them, especially amongst their Irish followers. Much like PlayStation’s “Ask Playstation”, Paddy Power greatly utilise the use of their hashtag “#WhatoddsPaddy?”. This is a service to help their followers and potential customers to get the best quote for a bet in the fastest time and at the least convenience to the customer. This is  once again a fantastic approach and technique to get potential customers engaging with Paddy Power as a brand.what odds paddy.PNG

For all of the above reasons, I believe that the brands that I have mentioned are some what market leaders  in respect to utilising blogging and Twitter accounts to best promote their business.

Adam begins blogging : millennials are mobile-first. What marketers need to know.

Hi there, my name is Adam O Regan, and today I am going to discuss how millennials are mobile first, and what marketers need to know.

It doesn’t take a genius to recognise that millennials, along with the youth of today are a technology crazed generation. Millennials span from the ages of 18-35, and their interests can greatly vary from each other . According to Anne Gherini, director of marketing, Stumbleupon, “Millennials are also responding to advertising more than past generations, and there has been a shift in what sponsored content needs to be in order to really connect.” This means to say that in the modern era, it is an easier task to market to the age group of 18-35, which we call millennials, than it ever was before. This is why millennials are are so important to marketers. In the U.S. Alone, there are about 80 million millennials, making them by far the largest demographic in the world. There are also more millennials in the workforce than any other generation. This is important to marketers because it shows that the biggest demographic with the highest level of disposable income is the millennials. June 10, 2016 Kim Speier. Therefore to run a successful marketing campaign with the highest sales for your company, you ,it’s be targeting the “tech-savvy” millennials of the modern era. Although it is recognised that millennials have still not reached their full potential in therms of purchasing power due to the fact that they are indebted to student loans and rented accommodation, to a marketer, they are still the main focus in terms of demographics to aim marketing campaigns at due to their strong online presence.

Some companies are doing well in the “marketing to millennials strategy ” which could really benefit other companies and marketers seeking to break into this huge demographic of potential profitability. For example, Adblock is a company that stops ads from popping up online, they have an estimated 41% of millennials using software such as Adblock because it it original and practical. Give the millennials what they want. Netflix are also another market leader when it comes to millennials. Studies show that 75% of  millennials with a connection to a television are using it to watch Netflix . This is a truly astonishing figure and although Netflix have a wide target market, they would not be where they are today with out the influence from the “open-minded “, “free-spirited” , “tech-savvy” millennials of the 21st century.Millennial content strategy