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In the run up to Christmas, which British retailers are going the extra mile to fuel their sales?
Christmas campaigns have become as much of a staple as turkey and brussel sprouts - get it right or face the wrath of the people.
Although we would rather have a face full of mince pies washed down with mulled wine, it’s British retailers’ Christmas campaigns that are right in our face this November.
‘Storytelling!’ It’s up there with ‘big data’ as a phrase that’s kind of annoying but has yet to be improved upon by a better alternative.
Ultimately shorthand phrases are necessary because they save time. I’ve been guilty in the past of going ludicrously around the block to avoid the phrase ‘big data’. I believe if you look back through my previous articles you will find far more instances of me saying “the massive volume of available data” rather than “big data”.
I realise now that this is stupid. Most digital marketers know what you mean when you use ‘big data’ so therefore just say it. The annoyance comes from when people either use it wrong or use it blindly, this is why buzzwords are so excruciating.
So how about ‘storytelling’ then? It’s not only a phrase we’ve all heard at conferences and meeting rooms for a number of years now, but it’s also one we’ve grasped from our earliest days.
Lidl surprised consumers in the UK recently with its new TV campaign that aimed to alter perceptions of the brand.
Popular opinion suggests that you get what you pay for at Lidl, so the products match the low, low prices.
However the #LidlSurprises ads play on that image by showing consumers who are pleasantly surprised at the quality of the retailer’s various produce.
The campaign comes as the grocery chain is plotting a £220m UK expansion that will help it to further capitalise on its already soaring sales figures, with revenue expected to reach £4bn in 2014 up from £2bn in 2010.
It’s rival for the crown of the people’s favourite budget retailer comes in the form of Aldi, which achieved sales growth of 35.3% in Q1 2014.
Both retailers have been trying to reinvigorate their marketing with a focus on digital and social media, so I thought it would be interesting to see what Lidl and Aldi are up to on Facebook and Twitter...
In which I'll be loftily discussing the art of storytelling in a not-so-subtle attempt to justify a squandered film studies degree.
Love or hate the phrase, storytelling as a method of mass communication for brands is here to stay. Stories, anecdotes and metaphors that take an audience on a narrative journey to subtly reveal a branded message along the way are far more memorable and shareable than any brazen sales focused advertisement.
A recent survey by Aesop last month last month asked more than 2,000 people in the UK to rate brands against criteria including brand personality, memorability, credibility and purpose, in order to find out the most popular ‘storytelling’ brand.
The top-level results aren’t particularly surprising. You’ve got Apple in there, as well as McDonalds and Coca-Cola. However there ‘s a small list of brands that have snuck in under the radar to become the fastest rising companies over the last year in terms of storytelling.
Let’s take a look at those brands and see what accounts for their success.
Here are the top 10 UK brands of 2013, as nominated by YouGov's BrandIndex.
This is based on brand perception, acquired by conducting approximately 3,700 daily interviews and asking the question "If you've heard anything about the brand in the last two weeks through advertising, news or word of mouth, was it positive or negative?"
It seems the most popular brand of 2013 in terms of positive regard is the BBC iPlayer, which has remained at the top spot for the last two years.