Archive for Customer Relations
Fictitious Fiction – ABC Publishes Novels by “Real” Writer
Posted by: | CommentsRichard Castle is a pretty awesome guy. He’s good-humored, likable, and he’s someone you can depend on when things are tough. Sound too good to be true? No – he really is like that. So what’s the catch, then? Well, he’s not real . . . sort of. Richard Castle exists Monday nights for one hour beginning at 9 o’clock. In case you haven’t heard of or seen the show (and I recommend you do; it’s pretty entertaining) Richard Castle is a bestselling thriller writer living in New York, who, in an attempt to draw inspiration for his writing, spends his time solving crimes with NYPD detectives. He’s not real. Yet something strange is occurring, because by some weird turn of events, Richard Castle’s novels are being published in our world – and they’re available at a bookstore near you!
Castle, a member of the ABC family of television programs, has so far proved relatively successful for ABC, currently airing its third season. In fact, it seems to have become so successful that a series of books, entitled the Nikki Heat Series, has begun to be published. Its first title, Heat Wave, was published in 2009, with its second installment, Naked Heat, following earlier this year. However, these aren’t your normal TV-tie-in books. Reading the book synopsis and author biography, one begins to see that the publisher, Hyperion, treats both Heat Wave and Naked Heat as if they were, in fact, the actual novels from the Castle show. For example, the author biography goes so far as to reference an earlier series of books written by Richard Castle. A fusion of realities has occurred, in which the “real” world of Castle has become part of our everyday life – for the benefit of creating a “Castle Culture” for the program’s fan base. A pretty smart move by ABC and Hyperion; and if Castle continues to entertain, it can be assumed a new Nikki Heat novel won’t be far off.
For a person entering a bookstore, the purchasing of a book is generally not considered to be a life-changing decision; therefore it would be an example of a low-effort decision. So, being low-effort, what could compel a shopper to pick up a Richard Castle novel? For one, there is the availability heuristic, where the shopper may recall details from Castle which would create a positive and vivid show-related experience that has the potential to not only spur them to purchase the novel, but to remind them to tune in as well. The novels can really be an extension of the DVD products, and if placed together or in close proximity, they may increase the creation of the “Castle Culture” for fans.
Buying books, being a fan of a television program – it all comes down to the feelings that one gets from reading a good book or watching an awesome program. We read the types of books that we like, right? We watch shows that give us positive feelings, correct? We do this because of feeling-based decision making, a part of low-effort processing. ABC has tried to capitalize on this fact – in a rather successful manner, it would seem. Let’s go back to the bookstore shopper: so they are browsing and come across Heat Wave. What goes through their mind? If they pick up the book, flip a few pages, and tuck it under their arms to buy on their way out, they’ve probably undergone affect referral. Seeing the book reminded them of Castle, which, being a show they like, they associate it with feelings of happiness (it’s part comedy, after all), and as a result the intent to buy the book has happened. However, not only has the book been sold, but there’s also been a reinforcement and reminder to watch the upcoming episode of Castle. This same situation plays out on the ABC website for Castle. Fans logging on to catch the latest episode online will see the advertisement for Heat Wave or Naked Heat. This may prompt them to stop by the bookstore and buy a copy. These techniques are serving to increase the brand familiarity of ABC, reinforcing their current viewers and hopefully also championing new ones. Bookstores and websites are also performing another task: together they are engaging in co-branding. The shopper who buys the book tunes in later to watch Castle; the viewer who goes online stops by Barnes & Noble or Borders to buy Heat Wave – in both cases, ABC and Hyperion are reaping the benefits. Co-branding is allowing them to reach an even wider audience then they would be able to alone.
In partnership, both companies are growing in popularity – not to mention profits. And we, the consumers, are enjoying immersing ourselves in the life of Richard Castle, through print and images. ABC’s on to a good idea – combining the imaginary and the real into one and the same. What’s next? How about airline tickets to the island of Lost . . .
BP: Taking Responsibility or Polishing Up Public Image?
Posted by: | CommentsThough it seems like a distant memory to some, the fiery demise of BP’s Deepwater Horizon drilling rig occurred only six short months ago. Within this six-month time frame, BP has experienced relentless criticism from a surfeit of media, politicians, and Americans. (See: South Park’s interpretation or President Obama’s candid reaction)
Unlike the Exxon Valdez, BP faced a media landscape that disseminated information and images in a matter of seconds for the whole world to see. And while the Deepwater Horizon oil well was successfully capped in mid-July, enduring images of 4.9 million barrels of oil blanketing beaches, wetlands, and the ocean are engrained in the minds of Americans. Who could forget the oil-soaked pelican on the cover of Time magazine? Or the outraged shrimp boat captains advocating for financial assistance on the nightly news? The BP oilpocalypse is an unshakable memory.
In an effort to reshape public perception, BP spent $93 million in corporate advertising between April 2010 to July 2010 to inform Gulf Coast residents about the recovery effort. From a YouTube channel (with 5.8 million plus views to date) to national TV commercials, BP’s expansive Make It Right campaign delivers messages about the steps BP is taking to restore and revitalize the Gulf Coast in the wake of the oil spill disaster.
Initially, the campaign featured former BP CEO Tony Hayward assuring the American public that BP was taking responsibility for the spill by responding to claims at no expense to the American tax payer. However, the campaign quickly shifted its focus after heavy criticism about the message and the disgraced CEO.
Is it any coincidence that BP’s new messaging strategy incorporated iconic images from the spill? BP’s strategy is smart – reframe public perception by allowing the public to reinterpret BP’s role in the oil spill tragedy. In the BP Make It Right Wildlife commercial, Time‘s oil-soaked pelican is oil free and released into clean waters. In the Mississippi Fishermen message, the angry fisherman is happy once again and open for business. BP enhances the reinterpretation of their role in the disaster by recirculating the same message through a variety of different advertisements and vehicles that reinforce BP’s agenda – “BP has got to make things right and that’s why we are here”.
Once the well was capped, media coverage of the spill evaporated quickly. As a result, BP uses these messaging vehicles to improve the view of the organization in the eyes of the American public and company shareholders. The Make It Right messages provide insight into how BP continues to improve lives in the Gulf Coast area long after the TV cameras and journalists return to their news desks.
Yet, are these messages necessary? Does a $93 million campaign justify the means?
Some may argue that BP should be syphoning advertising dollars into the bank accounts of those impacted financially by the spill. And though this is a valid argument, BP must generate revenue in order to pay the hefty price of their transgressions. The mismanagement of the crisis in the early months of the spill is indefensible, yet the steps BP is currently taking to “right their wrongs” should be commended. If deemed a success, BP is faced with a unique opportunity to parlay this initiative into a model to follow for future crisis communication advertising.
Though the line is thin, BP has to take responsibility for the spill in order to polish their public image because the implications of this campaign are crucial to BP’s future success. After all, memories are powerful predictors of future behaviors.
Tropicana Brighter Mornings
Posted by: | CommentsOn January 8, 2010, Tropicana, with BBDO, brought sunlight to the town of Inuvik, Canada for the first time in 31 days. The Florida orange juice company lit up a helium balloon with 100,000 lumens over the entire town, creating an artificial sunlight. The event coincided with Tropicana’s new campaign “Brighter Mornings for Brighter Days”.
This commerical is inspiring. Being from sunny South Florida, I can’t even imagine what it would be like to live in a place that goes without sunlight for months. The reactions on some of thes people’s face are uplifiting and it brings about such a great feeling about the brand.
Such an awesome idea, and I’m sure Tropicana brightened the lives of people from Inuvik, Canda.
Whopper Face
Posted by: | CommentsBurger King’s tagline- Have it Your Way was brought to the next level when Ogilvy in Lisbon, Brazil set up a security camera and a printer behind the ordering station at the fast food restaraunt. When customer’s gave their order they would take a picture of the customer and put their face on the wrapper of the burger. Very cool!
All the customer’s were surprised and excited when their personalized order came out with their face on it. This was a really cool way to reiterate Burger King’s tagline and philosphy. It gives the customer a good feeling about the company and the food, and puts a personal touch on the fast-food process which is always rushed. In pretty much all fast-food restaraunts you are given a number that corresponds to your order. With the Whopper Face campaign, it puts a personal touch on the experience that I am sure that Burger King’s customers will not forget.
