OK, so advertising is not actually ‘dead’; however it’s syntactical position as the exclamation mark or full-stop in a campaign has been usurped by the genuine need to engage and interact with consumers.
It’s interesting to see how different brands, different businesses and different sectors are employing this need to engage with their customers. This weekend, I visited Tesco as usual to carry out the weekly food shop, when the following piece of in-store signage caught my eye:
i) It blurs the boundaries between the offline shopping experience and online engagement. Supermarkets have traditionally bombarded us with in-store signage in order to tempt us with special offers and multi-buys. However, this piece of advertising clearly goes beyond that and considers the shopper long after they have left the store.
ii) The QR code is a nice touch – it allows smartphone users to access more information (and thus, engage more deeply) with the brand right there and then. My only criticism is that the social media handles are not signposted clearly for those who do not use QR codes – an ‘@Tesco’ for example would allow customers to search specifically when they got home.
iii) There is an opportunity for genuine two-way interaction and engagement – customers are asked to submit their own recipe and get involved with Tesco’s new venture, the Real Food TV show.
iv) The platform on Facebook itself is innovative, dynamic and adds value, offering a place to compile and view recipes. Not only is this a nice tool in itself, but it offers clear potential for several repeat visits.
v) It ties in with Tesco’s key business – the app details food that is ‘in season’ etc., providing a clear call-to-action for consumers to return back to the store and spend money.
In a previous post, we saw how Facebook’s marketers are talking about the new cycle of social engagement, and this piece of social marketing activity adheres to each step in that cycle:
AWARENESS: In-store signage
INTEREST: Competition mechanic and recipe feature
DECISION: QR codes and social channels visited
ACTION: Interaction with the application online
RECOMMENDATION: The ability to share / tweet tool with friends
Engagement is not solely the preserve of social media channels, as we saw in my recent ‘Social Media is a Budweiser Bottle’ blog post. Social media undoubtedly acts as the platform in which brands can engage consumers more deeply than ever before, but successful brand engagement is an integrated phenomenon.
And this first-class example from Tesco highlights how the offline and online channels are becoming ever more intertwined.