The power of video gaining viral legs can create incredible visibility for a brand. One of my personal favorites – the Evian roller babies – brought this brand back to life for me after moving it to the passé section of my mind sometime in the 90s. However, even though I loved the video, I still haven’t been motivated to pick up a bottle. I just smile when I see the logo and pay heed to the creative talent who developed the video.
Interestingly, Evian started running the ads on TV a few months ago. Apparently the sales pipeline thinned out from the online push and they’re trying another approach.
This week, SymphonyIRI released the latest sales data for Old Spice body wash, the product that has risen to the number one most viewed video spot thanks to the muscular Isaiah Mustafa sending messages from the shower.
Bad news Mustafa – sales are down. Apparently these past four weeks, the campaign has been running without a corresponding coupon, leaving consumers less motivated to purchase. Sales have dropped 30-33 percent since the buy one, get one free sales promotion ended, giving Mustafa quite a bit less muscle on his own.
This serves as an important reminder that motivating target audiences to take action requires more than an entertaining video. Today, capturing a consumer’s attention takes a minimum of 3-5 touch points from multiple sources. Companies must create 360 degree campaigns which reach their targets in all the places they are engaged — media, blogs, point of purchase, social networks, online video sites, events, etc. And there has to be a compelling call to action and/or incentive. For the general consumer, coupons are particularly hot right now as the recession has conditioned us to look for ways to save.
Regardless of your target audience, the importance of having a multichannel marketing plan is imperative. A one legged stool just won’t stand up. Unless of course your only goal is to be the number one viewed video and have people smile at your water bottles. And let’s not forget – viral isn’t a given, so even this goal has no guarantee.
What brands do you think are the best success stories when it comes to multi-channel marketing? Failures?