Feedback- The best job in the world response from the winner himself!

After posting "The best job in the world campaign" could this be the best marketing campaign in the world? blog I was intrigued to find out what the winner of the best job in the world had been doing since he won the job of Caretaker of the Islands back in 2009. Ben Southall beat over 34000 other applicants to look after Hamilton Island for 6 months and write a weekly blog about his activities on the Island. Due to my curiosity I took a look at Ben's blog from his time on Hamilton Island and discovered that he carried on both his blog and his adventures after leaving Hamilton Island. I decided to follow Ben on Twitter to keep an on his adventures and to my surprise a couple of days later Ben actually sent me a message via twitter (see comment below). I'm glad Ben liked what I had written about his adventure and winning the competition and I look forward to seeing the rest of his adventures. 

  

 

Eastern culture vs Western culture

References

http://bsix12.com/east-meets-west/ 

http://www.visualnews.com/2013/10/02/east-meets-west-infographic-portrait-yang-liu/

'Best Job in the World' could this be the best marketing campaign in the world ?

Many companies have effective and successful marketing campaigns, John Lewis Christmas adverts, Nike-Just do it, McDonald's I'm lovin' it and Cokes- share a coke with, are to name just a few. However the world hadn't seen anything like Tourism Queensland's "Best Job in the World" campaign.   

Back in 2009 many industries were still feeling the effects of the economic downturn, including the tourism industry. Many tourists decided to holiday at home instead of travelling abroad. Tourism Queensland wanted to attract more visitors to its glorious white sandy beaches, unexplored outback and spectacular Great Barrier Reef. They appointed marketing agency Sapient Nitro in order to attract more visitors. 

Tourism Queensland set them the task to-

• Attract a worldwide audience to Hamilton Island, Queensland 
• With a budget of $1.7 million dollars

Sapient Nitro came up with a brilliant idea to advertise the job of 'Island Caretaker'.

The Job

• Write a weekly blog post whilst living rent free on Hamilton Island for 6 months. Feed some of the many species of fish that can be found around the Islands and collect the islands mail whilst earning £73,000

In order to apply for the 'Best job in the world' which required no experience applicants were instructed to upload a 60 second video explaining why they should be selected for the job. The videos had to be uploaded to www.islandreefjob.com 

The Result

The response to the job advertisement were extraordinary within just the first six weeks of the job vacancy being advertised over 34,000 applications had been received coming from almost 200 countries! Altogether over 550 hours worth of applicant video's were uploaded to the www.islandreefjob.com website. The website received 6.8 million monthly visitors, 54 million page views and earned more than $260 million in media value.     

                                                                                 

 Ben's winning video.

The Winner

Ben Southall a charity fundraiser from Petersfield, Hampshire in the United Kingdom beat 15 other finalists to be appointed Caretaker of the Islands on May 6th 2009. Since becoming Caretaker of the islands Ben has been Scuba diving in 15 different locations across the Great Barrier Reef and travelled by catamaran, yacht, jet-ski, kayak, motorcycle and seaplane in order to explore as much of the islands and the Great Barrier Reef as he can during his 6 months on the island. 

Ben's Adventures 

The Awards 
The campaign has won numerous awards including, the Cannes Lions PR Grand Prix and the Cannes Lions direct marketing Grand Prix. After the success of The Best job in the world campaign in 2009 a further campaign was launched in 2013 this time with 6 jobs available.    

Surely this has to be the best marketing campaign in the world ?

References-

http://www.doz.com/content/case-study-best-job-world
http://blog.queensland.com/best-of/best-job-in-the-world-best-of/
http://www.bensouthall.com/blog/
http://www.theguardian.com/media/2009/jun/23/best-job-advertising-awards

Classical Conditioning

Pavlov's Classical Conditioning 

Classical conditioning also known as Pavlovian conditioning was first discovered by Russian physiologist Ivan Pavlov in the early twentieth century. 

Classical Conditioning is where two stimuli are linked together in order to produce a new learned response this can be by an animal or person. 

Pavlov first came across Classical Conditioning when he noticed that his dog started drooling while it were eating. The dog drooling was called Unconditioned Response as the dog had not learnt this. However later on he noticed that his dog would begin to drool when he brought the dogs food into the room. As a result of this Pavlov began experimenting with different forms of stimuli. He began ringing a bell before feeding his dog and overtime the dog began to drool after hearing the sound of the bell even when there was no food present. The bell became a Conditioned Learned Stimulus and the dog drooling became a Conditioned Response. 

Pavlov's Terminology - 

• Unconditioned Stimulus (UCS) using Pavlov's dog this is the food as this caused the dog to drool naturally and this was unlearned behaviour.
• Unconditioned Response (UCR), the dog drooling while eating.
• Conditioned Learned Stimulus (CLS)- the bell.
• Conditioned Response (CR), the dog drooling as a result of hearing the bell even when food is not present.

Classical Conditioning in Marking and Advertising

Classical Conditioning is now used within both marketing and advertising, organisations use Classical Conditioning so that the viewer will both feel and react positively to their product. Many organisations use celebrities to endorse their products so that the consumer associates the products with the celebrity. Almost all industries use Classical Conditioning within their marketing and advertising, one example is the fragrance industry. Keira Knightley and Brad Pitt both endorse products for Chanel. Consumers associate the attributes and qualities of both Pitt and Knightley with the Chanel fragrance they are promoting. Both celebrities are viewed as successful, attractive and likable and as a result of this consumers who like Pitt and Knightley associate there attributes with the products they are endorsing, in this case Chanel perfume and aftershave. This in turn convinces consumers to buy the product. 

Another example of an industry using Classical Conditioning is the Tourism industry with Thomas Cook having celebrity couple Jamie and Louise Redknapp promoting Thomas Cook Holidays. Both are viewed as successful, Jamie for his successful football career and as a pundit on Sky Sports and Louise as a singer and presenter both are seen as attractive, likable and down to earth as a result of this viewers see their Thomas Cook advert and associate their attributes to it.

  

References

http://www.marketing-schools.org/consumer-psychology/marketing-with-celebrities.html
http://ccima.blogspot.co.uk/2012/10/classical-conditioning-in.html?m=1
http://www.marquisoffashion.com/brad-pitt-chanel-5/
http://stylefrizz.com/201103/keira-knightleys-chanel-coco-mademoiselle-perfume-ad-campaign/

The Marketing Mix explained

What is Marketing ?

The Chartered Institute of Marketing (CIM) defines marketing as 

"Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably."

The Marketing Mix 

The Marketing Mix often referred to as the 4p's, these are the elements that companies and organisations consider so that they can effectively meet the needs and wants of their consumers. The 4P's consists of-

• Place
• Price
• Product
• Promotion 

Place

This is a key part of the Marketing Mix. There's a well known phrase within the marketing industry that describes marketing as,

" Putting the right product at the right price, at the right place at the right time."

Having a product or service positioned in the right place plays a key part in whether the product/service will be a success. Key market research is carried out before a product or service is launched in order to ensure the product is positioned and distributed effectively to its intended target market. 

Price

Another key element within the Marketing Mix is the price of a product or service.

Companies and Organizations don't want to either sell their product or service too cheaply or price them too highly as by doing this they could price there intended target audience out of the market. An example of this is a new bar opening in Huddersfield with its intended target market being University students but then charging a high price for drinks. In order to ensure this does not happen vital market research is carried out to look at what competition is out there for the product or service and how much they are charging so that when the products or services are launched they could undercut their competition by offering them at a lower introductory price. Another advantage of looking at similar products or services is that the organisation gains a better understanding of how much these products/services are currently being sold at and where they are being sold. In addition to this the organisation can also asses the quality and standard of the competitors products/services so that they can see if there new products/ services are of a higher standard and quality and if they are they could charge a higher price or if there of a lower quality and standard charge a lower price. 

Product

Another element of the Marketing Mix is the product or service itself. When a company first looks into producing a new product/service they have to carry out key market research in order to establish whether there is enough demand for this product/service from their intended target market. In order to do this the product life cycle of the new product/service is researched. The product life cycle consists of, Development, Introduction, Growth, Maturity, Decline and some products and services also go through Rejuvenation. 

Marketers often give new products and services a unique selling point as a way of making them stand out from other similar products already on the market.

Key Questions considered by organisations interested in launching a new product or service -

• Who is our intended target market for the product?
• What will our customers gain from this product?
• What does our product offer that our competitor products don't?
• What is our USP?
• Where will our product fit within the market?

Examples of companies that have unique selling points-

Promotion

The finale element of the Marketing Mix is promotion. Positioning any new product/ service in the market place is a difficult task. Promoting and advertising a new product or service plays a key role in whether they will be successful or fall short of the mark. Previously Traditional marketing use to be used by all organisations in order to help them promote and advertise new and existing products and services. Traditional marketing includes advertising on Television, Radio ads, newspaper ads, leaflets and posters. However another form of marketing is now assisting organisations to engage customers with their products and services. Experiential Marketing encourages consumers to get involved with the product. One way of doing this is a new restaurant offering free food samples to encourage people to eat at the restaurant. Many companies now use both Traditional and Experiential marketing. Ensuring that new products and services are seen by their intended target audiences is key to whether they are a success. Vital market research is carried out before an advertising campaign is launched in order to find out how consumers within the product/services intended target audience buy their products, either online or in store for example.        

http://marketingmix.co.uk/ 

Traditonal Marketing vs Experiential Marketing

 So what is Traditional Marketing and Experiential Marketing ?                                                                                                                                                     

Traditional Marketing 

Traditional Marketing focus's on strategy and planning. Traditional marketing methods include the following-

• TV advertisement 
• National Radio Advertisement 
• Regional Radio Advertisement 
• Advertising in National Newspapers
• Advertising in Regional Newspapers
• Magazines
• Posters
• Leaflets
• Flyers 
• Billboards    

These  use to be the main methods of marketing used by nearly all companies and organisations. However with advances in technology such as the Internet, Mobile Phones and the introduction of Social media websites, nearly all companies and organisations are now using a mixture of Traditional marketing methods and Experiential marketing methods in order to reach as many of there intended target audience as possible and to engage them with the products and services they offer as well.

Experiential Marketing 

David Moth defines experiential marketing as 

"The premise of Experiential Marketing is to create a closer bond between the consumer and the brand by immersing them in a fun and memorable experience."

This also fits with Schmitt's (1999) argument that " the experience of consuming something is more important than the product/service itself."

Experiential marketing methods include-

• Promotional experience via a live event, i.e. Food tasting at the opening of a new restaurant  
• Either a live event or activity that is an experience, i.e. Festivals 
• Having celebrities promote the product, i.e. Adidas offering customers the opportunity to meet David Beckham and get his autograph if they have bought one of there new 2016 footballs.    

Companies that have used Experiential Marketing 

• Milka Chocolate-

Milka took one square of chocolate out of over 13 million Milka Chocolate bars and gave the consumer the options to either claim the square back for themselves or send it to someone else such as a friend or family member. (Ryan Lum, 2013)

• UK Ikea, Essex shop 

The Ikea in Essex held a sleepover and gave 100 people from the Facebook fan page "I  wanna have a sleepover in Ikea" the opportunity to sleepover in the Essex shop. They were treated to manicures and massages, also a reality television star read a bed time story to them. ( David Moth, 2014) 

References

Ratcliff Christopher (2014), Econsultancy, What is experiential marketing and why do you need it?

Retrieved from,  https://econsultancy.com/blog/65395-what-is-experiential-marketing-and-why-do-you-need-it/ 

Moth David (2014), Econsultancy, 10 very cool examples of experiential marketing.

Retrieved from, https://econsultancy.com/blog/65230-10-very-cool-examples-of-experiential-marketing/

Schmitt (1999) Journal of brand management, Experiential marketing.  

Lum Ryan (2013) Guerrilla Marketing, Milka Chocolate bars now missing square in new campaign.

 Retrieved from http://www.creativeguerrillamarketing.com/guerrilla-marketing/milka-chocolate-bars-now-missing-square-new-campaign/