Nasza klinika Nova z Kędzierzyna Koźla będzie nieposzlakowanym wyborem dla wykonania zabiegu wazektomii. Jest to nowoczesna placówka, posiadająca najwyższej klasy sprzęt i luksusowe wnętrza. Opiekę nad chorym na każdym etapie sprawuje u nas doświadczona grupa specjalistów z zakresu urologii. Nasi eksperci zajmują się oceną i leczeniem ustroju rozrodczego Panów każdego dnia. Dzięki temu gwarantujemy kompleksową opiekę nad pacjentem na każdym kroku. Intymność i poufność to podwalina, dzięki której osoba decydująca się na zabieg w klinice NOVA może liczyć na kompletną bezimienność. Wyśmienite samopoczucie naszych chorych jest dla nas nadzwyczaj istotne, a nie bez znaczenia jest pełność obsługi biorąca się z aspektu naszej kliniki. Główną ideą jest przedsięwzięcie poprzez chorego wstępnej decyzji i chęci poddania się wazektomii. Później należy skontaktować się z Kliniką Nova i umówić wizytę doradczą. W jej czasie nastąpi omówienie zabiegu wazektomii, pacjent uzyska informację o odleglejszym postępowaniu pozabiegowym i o kosztach. Elementem takiej wizytacje jest także poznanie chorego z przydatną dokumentacją. Część informacyjno-konsultacyjna procedury kończy się parafowaniem zgody na poprowadzenie zabiegu. Po zabiegu wazektomii zbliża się termin na wizyty testowe, mające na celu ocenę sytuacji pooperacyjnej chorego a także zweryfikowaniu obecności plemników w badanej spermie.
How do you market your company in a relevant, engaging way? How do you solve a real problem that’s affecting your country? Can you do both?
Spies Travel, based in Denmark, answered these questions in a rather intriguing and very European way. They said of course we can do both! We’ll solve it by answering the number one problem Denmark is currently facing. We’ll solve the low birth rate with our product. Yes, you did read that right. That was not a typo and they did it in a brilliant way. Warning, the following campaign does have mature content.
Pinterest is known amongst its users as being a platform where they can dream about their ideal lives, closets, and homes. The site offers various images of rooms, clothes, furniture, and other items that help people think of resourceful ways to improve their own lives. Though many of the products are out of reach for most users, especially when the Pinners are unaware of where to purchase or even the cost of the desired product. If the site is designed to focus on people’s aspirations than the question must be asked, how can a company that is built on the idea of showing people what their lives could be like able to gain loyalists? Pinterest may have become aware of this problem because within the past two years Pinterest has become more active with their members to try and create a community of loyalists.
In 2014, the company decided to reach out to their most popular Pinners, those that have a high community following. These members have a substantial influence on the site. These five individuals were asked to pick a room within a New York City apartment to decorate by pinning various types of furniture and room layouts. Once the Pinners had selected their favorite products, Pinterest allowed everyone on the site to vote for their favorite pieces. The winning product was placed into the New York City apartment. The slogan of this campaign was, “The First Apartment Pinterest Built.” (Pinterest, 2014) The concept of this campaign was to make the Pinterest community feel as if they had a hand in the process. The Pinners were able to make their dreams a reality.
In 2015, the company decided to make price and brand information available to their Pinners. A rather bold move for a site that’s members most likely don’t want to know the shoes they pinned are almost $300. The price markers could take away from the appeal of Pinterest. The biggest error Pinterest made with this update was that the company did not make a connection to their previous campaign, Apartment CB2. The theme of Pinterest, making your dreams a reality might have been tarnished, especially since the company did not introduce the update as adding benefits to their consumers’ lives. Instead, Pinterest wanted to focus their attention on improving their relationship with their partner brands, in order to be perceived as a “commerce generator.” (Slefo, 2015) Pinterest in hindsight should have attempted to make a connection with both their brands and their members. This could have been done by framing the new pricing marker in a positive light. Pinterest should have advertised the function as offering their Pinners a goal to achieve. If they are able to save up a certain sum of money, than they would be able to afford their dream product. Pinners could also get excited when they realize that they are able to afford one of their desired products. This positive spin on a feature that could have left negative impressions on the minds of their members now provides them with motivation or the feeling of accomplishment. A theme that was present within their Apartment CB2 campaign. Brand recognition will increase because the item that the Pinners are interested in buying have a location and a price point, which the initial Pinterest update lacked. These products are now within the Pinners consideration set.
In summary, Pinterest should continue to create innovative strategies to gain the attention of their members. However, the company must be aware that great ideas do draw attention but they do not create loyal consumers. If Pinterest would like to be seen as a “commerce generator,” than the company must be willing to stay active within their community and build relationships with their members. (Slefo, 2015) This could be through gamification tactics, such as rewarding consumers with badges for pinning 20 images in a day. The company must also remember to maintain a set image within the market. If the company would like to be known for making their consumers dreams a reality, than the future advertising campaigns and site updates should reflect that same motto.
Today almost every company has a Facebook page and a Twitter account to communicate with their customers. Companies seek every platform that they can use to reach their target audience, hoping to better attract, engage and keep their customers.
Connect with consumers in today’s world
Brands want to be on Facebook and Twitter because they want to get influencers to spread their messages. They want their social networks. Therefore, when we talk about brand community, we often think of building a brand community on social networking sites first. But is that the most effective way?
What is a brand community?
First we want to clarify what is a brand community. According to Albert Muniz Jr. and Thomas C. O’Guinn with their study on Brand Community for the Journal of Consumer Research, a brand community is a specialized, non‐geographically bound community, based on a structured set of social relations among admirers of a brand. Forget about the abstract definition, brand community is basically a place for customers to live together, like what they do in a real community. How are they going to live? They are going to talk about their lives, share their ideas, and help each other. What’s the role of brand in the community then? Think of the brand as the community administrator. He/she provides the opportunity to network, encourage open discussions, and the essential thing, he/she seeks every way to better serve the community.
Why build your own brand community?
Communicating with your customers on Facebook and Twitter is great, but is it the most effective way? Going back to our earlier discussion on what is a brand community, it’s easy to see that an account on Facebook/ Twitter couldn’t fully function as a brand community. While you may have lots of followers, the strict format and complexity of these social networking environments might hinder your potential to interact with customers. Therefore, having your own community is a great alternative(or plus) to engage your customers, especially loyal customers. There are many existing brand communities that have been proved successful. Recently, Fabric softener brand Snuggle jumped on the ship as well.
Snuggle is building its own brand community
In 2014, Snuggle launched an online community called Snuggle Bear Den. When you land on the page, it will first ask you to register; after you log in, the contents are then available.
Snuggle Bear Den Customer Log in landing page
The community has a Dashboard that’s regularly updated with special offers, a discussion forum, product reviews, and consumer surveys. The discussion forum, which we can find under the “Snuggle Connect” , features different topics such as “Sleep Better Chat” “Snuggle Chat” launched by Snuggle to encourage discussions. By clicking into any topic, you can see hundreds of posts from consumers, and some good interactions between consumers.
Snuggle calls every registered customer part of “Team Snuggle”, and regularly assigns its site members “missions” that earn them virtual points, which can ultimately lead to exclusive offers. It most recent post is the “SeptemBEAR Mission”. The brand was donating 5,000 teddy bears to children in need, meanwhile it encouraged consumers to post photos and videos of their “favorite teddy bear moments” on Twitter and Facebook with the hashtag #ShareABear. Participants could win prizes that include Snuggle products.
Tessa Wegert wrote a great article on how Snuggle is leveraging the power of its own brands community. My favorite idea from the article is a quotation from O’Marra; “The Bear Den allows us to develop a more personal relationship with our most valuable consumers, and a true two-way exchange, That’s something that you can’t really do at scale with a paid Facebook campaign.” Based on that, if we rethink about how brands build customer engagement and customer loyalty, having an own brand community is really something marketing managers should take into consideration.
For further reading, check out another great article about the comeback of brand community: