Mr. Cunningham highlighted the need for companies and brands to differentiatethemselves due to the overwhelming variety of options there are for any one goodtoday. In order to sustain a competitive market share companies must emphasisetheir USP to
“stand out from the crowd”.
Ask yourself…why wouldn’t anyone want to pass that on?
Word of mouth can potentially create unbeatable ‘buzz’.
In order to maximise thepotential of this medium companies must ask themselves this question. If they cananswer it adequately
, and correct the reason why people wouldn’t pass on the
message, then they are one step closer to their preferred destination of a majormarket share.
Influencers in social groups can have a large say on the actions of a group.To emphasise this point Mr. Cunningham described the revolution of Cadbury Wispa,where due to the persistence of peers and the use of internet social networks tovoice opinions, Cadbury re-released the product this year.This point was confirmed by a Cadbury spokesperson who stated
“This is the first time the power of the internet played such an intrinsic role in the
return of a
In order for companies to differentiate themselves from the crowd in our modernsociety, it is essential to involve the customers in your advertising campaigns and toignite their imagination. Companies are now appealing to people with newadvertising techniques, such the Cadb
ury ‘glass and a half production’ ads.
These adshave installed curiosity in the
minds and as a result has
around the brand and helped to appeal to a mass audience in the process.This is something that Mr. Cunningham feels is essential in the modern era, as statedin his first point, we now talk with, not to our customers.Mr. Cunningham himself is a walking advertisement of how we can embracechange. As previously stated he
didn’t work with email in college, and yet he was
here informing a younger, technology driven demographic, iPhones in pocket andlinked to every social media you can imagine, how we are going to be reaching thenext batch of better informed, more computer literate people.He has identified the troubles that lie ahead for traditional media, particularlythe turbulent business model that newspapers lie in. The old vision of a familydressed in their Sundays best, sitting upright while watching the television is nowmarred with the traditional family now having the kids watching the exact contentthey want online while the parents have the dilemma of choosing one of theinnumerable channels available to them.
It’s probably this kind of insight and market
knowledge that escalated Carat Ireland to become the largest media andcommunications agency of the modern era. They were the first Advertising Company