Hello there,
I was on a long drive home on Wednesday night after I came back from the UK and I heard a new advertisement which caught my attention. It was a "silly-song" like a rap type song and immediately, I thought "this should be Jumbo" (Jumbo for those who don't know, is the largest retail company in Greece, Cyprus and Bulgaria for toys, baby products, stationary, home products etc.) In the end I was wrong and the advertisement was from another company (wont mention which; for legal issues). I thought it should be Jumbo's because its been a few years now that they keep the same strategy and "template" on their advertisement and it seems that the specific type of silly-song advertisements is linked to Jumbo.
I will start with "brand awareness" to help me to support my argument. According to all the marketing gurus, there are two types of brand awareness, the Aided awareness and the top of mind awareness. To begin, aided awareness is when a consumer recognises your brand, for example, when you see apple's logo, you recognise it and you know what the brand is about. On the other hand, top of mind awareness is when a researcher ask you to mention the first brand that comes to your mind; lets say, for soft drinks (Which would be coca cola? I guess so! ). Second one is more important because its more likely that the consumer that have your product/brand top of his mind will purchase your product over the competitors one.
So when you hear a Jumbo advertisement and you immediately recognise it, its Aided awareness, if its top of mind or not; I have no proof to say so (not any research to support this) . Although when another brand's advertisement reminds the consumer of another brand too, then your marketing plan is OVER SUCCESSFUL (at this point I would like to say that its not only my experience but few other friends said the same) In the end you have (well, Jumbo does) more advertisement for your company than you pay for!
Furthermore, some silly quotes that Jumbo uses in these advertisements, are used daily by people (eg. E ρε Jumbo που σας χρειάζεται, Jumboσακούλες [sorry guys can't translate that]) which will remind you of.. Jumbo without any advertisement at the time!
That's enough about Jumbo and brand awareness, I have tried to analyse Jumbo's marketing approach (I have no idea if it was intentional or with a plan but it seems to be successful) and until next time, thanks for reading and please leave your comments. (positive or negative)
EXTRA (Select the free space between the * or ctrl+a to see my top of mind selection)
Whats the first brand that comes in to your mind for:
Vacuum cleaner: *Hoover*
Web search engine: *Google*
Beer: *Carlsberg*
Sport Clothing: *Nike*
Men deodorant: *Nivea*
Toy retailer: *JUMBO*
EXTRA (Select the free space between the * or ctrl+a to see my top of mind selection)
Whats the first brand that comes in to your mind for:
Vacuum cleaner: *Hoover*
Web search engine: *Google*
Beer: *Carlsberg*
Sport Clothing: *Nike*
Men deodorant: *Nivea*
Toy retailer: *JUMBO*
