Targeting the Properly Posh

This week a few of us here have been doing some work for Berry Brothers & Rudd, looking at the luxury consumer market. As an established and premium business, BB&R still carries the royal crest today. Indeed one of BB&R’s quirkier spirits brands, The King’s Ginger , was created specifically to satisfy the ‘needs’ of King Edward VII after his physician prescribed a ginger liqueur to keep him warm on country drives(..!).

Beyond the royal consumer base, BB&R’s consumers are still a pretty elite bunch and tend to be what we would scientifically refer to as ‘Properly Posh’. Our analysis of research such as Conde Nast’s trend report and TGI Premier has shown that these wealthy individuals are, as you would expect, motivated by quality and desirability over price. Although they have been affected by the recession, this extends to deliberating over purchases whereas previously they were happily buying on impulse. Note that they are still buying. For now, at least. They also still agree, despite the apparent contradiction, that there are several ‘luxuries’ that they ‘just can’t live without’. Those people who were stretching themselves to buy luxuries and designer brands are now having to make do without, but those who comfortably inhabited the world of luxury are still enjoying shopping – as long as it can be justified as ‘investment’ buys.

If you're interested in insights into the Properly Posh, take a look at our Luxury presentation, or get in touch.

While on the subject of class, a rare insight into the psyche of the British middle classes can be garnered via the Twitter hashtag, #middleclassnightmares. it’s now long gone in terms of trending but was great fun while it lasted. Favourite tweets included ‘Ocado delivery came early, interrupted French lesson. ’ and ‘the kids want to put England flags on the Volvo for the World Cup’. Genius.

World Cup - sponsor visibilty research from Marketing Magazine

The other day I noted that according to Nielsen research Nike, despite not being a World Cup sponsor, had out performed everyone. The obvious lessons are there for all to read, especially the fact that Nike remain consistent in their investment, leverage the living daylights out of it and follow a religiously creative credo...apart from the odd meltdown as also noted. Now Marketing Magazine have teamed up with Lightspeed Research to examine the returns for official sponsors; http://www.marketingmagazine.co.uk/News/1009918

It makes fairly grim reading given the multi million Euro cost of World Cup sponsorship; Coke lead the way with 65% recognition (which of course says nothing about 'liked' or 'engaged') whilst Emirates Airline trail with 23%. Perhaps worse still is that brands, which perhaps don't natural enjoy a place at the front of a consumers conscientiousness, such as Visa, were being regularly confused for key competitors like MasterCard. Quite probably that's because MasterCard have their own football led strategy with the Champions League.

The fact that Nike and Coke are prospering whilst the likes of Emirates and Visa are struggling just goes back to some fundamental principles of communication planning and brand association; invest seriously (or not at all), invest consistently and leverage like crazy (but dont just think advertising, instead think of other integrated brand signals). Vitally the success of your sponsorship will depend as much on what you do in the years before the event as within it. And of course, whatever you do, don't just look at your competitors, panic and copy them...find your own space, build your own content, lead your own conversation.

World Cup communications - the story so far

So far the world cup has been processional as teams play with everyman behind the ball. Thus far the greatest spectacle has been the Ghanaian supporters and England’s arch nemesis the German team in action. The best save was ITV’s coverage of Marcel Desailly’s celebrations (after showing a car ad instead of the England goal to the HD viewers) and the worst foul is the constant drone of the vuvuzella trumpets. But how has the brand communication shaped up so far?

The TV advertising breaks are wall to wall with brands looking to associate with football and the world cup. In keeping with ‘event TV’ there are some efforts worthy of Messi’s trickery, most obviously Nike’s homage to Rooney, Ronaldo et al (including the marvelous fall from grace version: http://www.youtube.com/watch?v=LSr4QnwOePQ) and Carlsberg’s call to arms (now looking somewhat flaccid after that calamitous effort versus the USA)http://www.youtube.com/user/EnglandTeamTalk?v=66OuJZGDCHE&feature=pyv. Nike is not an official sponsor of World Cup 2010, yet according to Nielsen research, has achieved a far stronger association than any other brand. I guess it kind of helps to not only be so dominant beforehand but also to equip 9 of the 32 teams (but then again Adidas have 12). However, it’s not all communication perfection for brands like Nike, some of their localised support media is lamentable. There is a mind boggling example of this on the Cromwell Road with Nike recreating Mount Rushmore with what I assume are the faces of some of our English heroes but they may as well be chimps for all I know. The execution is appalling, in fact i’m not even sure it was Mount Rushmore, it looks more like a failed attempt at a climbing wall with some inexplicable features to clamber over. Man alive it’s dreadful – Nike’s very own Robert Green moment.

As governing body communication goes the FIFA site is slick and up to the moment, if a little starchy. The official sponsor links are somewhat hidden in ‘competition’ sections like the Castrol match predictor although the link to Visa’s Facebook match planner is well positioned in the news section. As often happens with ‘official’ websites it lacks a sense of fun which is somewhat at odds with the Ghana fan club and even ITV’s Desailly moment: http://www.fifa.com/index.html

These days the best campaigns so often cast TV advertising in the role of the invitation with a far richer, more interactive experience on line. That sense of ‘fun’ and integration with the core campaign is threaded through everything that Nike do, so on the website you can ‘write your future’ as the brand is (locally) imploring England to do the same: http://www.nike.com/nikefootball/write-your-future/campaign/tools?locale=en_GB

And if it is the lighter side of football that you’re after you can do no better than sign up for The Guardian’s Fiver; written in the very best traditions of British satire and English football fatalism:http://www.guardian.co.uk/football/series/thefiver.

A final word goes to Hyundai; quite brilliantly they were the only car marque to grow in the USA through the recession by offering to buy back any new Hyundai if you lost your source of income. Simple but deadly smart value creation from marketing. So is their most creative effort on the ITV sponsorship bumpers to replicate the Top Gear car football idea?

The World Cup - it begins

Every four years the whole world witnesses a cavalcade of colours lights and sounds. Reputations are made or broken, there are cheers and there are tears, and in the space of five weeks, people will speak fondly of heroes who they previously didn’t know from a bar of soap...and apparently there’s going to be some games of football played as well.

Yep, it’s World Cup time, and a majority of well known FMCG, fashion and technology brands are gunning for your awareness like a Eric Cantona Karate kick, with global football stars and global budgets. Even more interesting is the role that the internet will play in capturing and keeping the global audience’s attention.

Previously, brands would spend the majority of their WC budget creating awareness campaigns featuring press activity and TV commercials, followed with little or no CTA for the consumer; the latter hoping that the brand logo would be enough to activate a response, or at least stay long enough in the audience’s memory for an extended period of time....like when they need to buy a new pair of trainers. Through the introduction of the internet, brands were able expand on their campaigns with websites that follow on from the commercial and allow users to find out more information on the brand and its products.

On the eve of the 2010 tournament, the activity has evolved into fully integrated TV and digital campaigns that have a very strong focus on capturing and keeping potential customers with Social Media channels. A commercial is now accompanied by a brand dedicated microsite, youtube channel, Facebook page and Twitter feed.

Due to the WC, these channels will be global, as opposed to being localised for a county’s market, and as a result, the opportunity for a brand to engage with an audience is greatly increased.
Nike’s Write history ad has generated 13 million hits and 25,324 comments from users. As the ad has only been live for three weeks, these are amazing statistics. I’d imagine that throughout the tournament, the amount of feedback and data generated through Social Media channels will be valuable enough to keep big Neville Southall in meat pies for a year....well almost.