It’s long been the holy grail for consumer brands to connect with their customers and"fans"via"earned media". That is,their message or campaign is carried by mainstream media as news. These days,it also means that what they’re spruiking is picked up in social media channels where users share the content with friends and broader networks. The aim of any of these exercises is to go viral.
For brands,the added bonus of this style of marketing is they don't pay a cent for the coverage,which takes some pressure off stretched marketing budgets. And because the coverage they get is considered to be news,or part of an organic conversation among like-minded people on social media,the information’s value skyrockets because it’s seemingly relevant and authentic.
Because believe it or not,there will be plenty of KFC-eating-Crocs-wearing people for whom this offer is unbelievably relevant,and they will see it as a nod from two brands who understand them. And for a much bigger audience outside that cohort,it’s a laugh and an exercise that humanises them a little.
But has it really come to this? In a cluttered and busy world,do brands need to resort to big and elaborate stunts to cut through the noise just to get in front of consumers in a big way? Or can you just be good at serving customers’ needs to survive?
One of the repeated refrains from our economic analysts in the end half of last year was the potential damage ongoing poor consumer sentiment would have on our economy. Low wages growth means many are stuck in their spending habits and aren’t feeling like it’s the time to upgrade their car or wardrobe.
Speaking generally,low inflation means we aren’t being whacked with higher prices,so that's good for consumers but that cycle doesn’t generate growth. Instead,we’re stuck on a treadmill and looking for something extra from retailers at those times when we do need to spend our hard-earned.