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The current BBC series Mary Queen of Shops seeks to transform the Charity Shop culture in the UK. It changes the traditional view of everything as bargain basement and a hotch potch of somebody’s junk. It transforms into a modern boutique to offer specific products for customers and to move with the times.
The issue is that the staff are mature volunteers who are used to charging rock bottom prices. £20 for a Jimmy Choo handbag, I don’t think so. Yet the challenge is not just meeting the changing perception of the consumer but also the way the staff run the business. It was not an easy task for Mary.
Following some opposition, staff training and a total refit with Conran designers. The result is that more people come into the shop and spend more money in a day than they did in a week. The new manager then has to attract new stock, manage the staff and to deliver the cash. All within a very limited budget.
The marketing lessons are to focus on a different business model. Challenge the way the shop presents itself, build the brand, improve the perception of the consumer and also to change the culture.
Mary Portas Queen of Shops, look for the next progamme, easy watching and lots of good marketing examples
The following article from PR Week, shows the way in which communication is changing. The big name brands are allowing and some are indeed encouraging their customers to build content and community. Coke is a major brand and realises the importance of the change from above the line to more on line media. The effects of this are far reaching for companies, customers and indeed the media business. Those who see the advantages of using Facebook and Twitter will be seen as first mover in the market.
Enjoy the article
Rose Gordon, News Editor of PRWEEK, believes Coke is the “latest thing” in the social media realm. Having just recently spoken with Coca-Cola, the top SVP of Coke Corporate Affairs believes interactivity will drive business. When introducing the new department in a memo to staff, which the beverage manufacturer shared with PRWeek. “ Above the line advertising is declining. Our future success depends on our continued ability to connect people to our brands and our company all around the world, one person at a time,” Tuggle wrote. “Our new office of digital communications and social media will help us become even more comfortable and effective in these new spaces.”
In a recent interview with dna13, Phil Mooney, Director of Heritage Communications (otherwise known as “keeper of the brand”) for Coke shared: “Don’t be afraid to let your community, not the corporation, take ownership of your brand identity. They can be the customers who form more naturally to develop brand attributes.”
Mooney cited the example of the Coca-Cola Facebook community that spawned virally, a result of “two guys in LA who created a fan page.” Facebook asked Coke to take-over and manage the Facebook group — as per its policy that brands own their named real estate. Instead, Coke contacted the two group creators and let the fans decide where to take that conversation.
“This Facebook effort was in pure viral form,” said Mooney. “Today, our Coke Facebook community has 3 million members. The only larger community out there on Facebook is for Obama for President,” he added. Consequently Coke made the decision to “not go corporate” and let the group remain in the fans’ hands.
Mooney also cited Coke’s social media outreach during the NCAA basketball tournament and its “March Madness” sponsorship as another integrated Coke campaign that harnessed social media networks.
This blog is for students of marketing, if you are a full time student studying a degree course, or a part time student studying for professional qualifications.
Here you will find easy to understand analysis of key marketing topics. It will cover the key marketing concepts and the usual models. You can then use the ideas for assignments and exams. Examples will be used to bring it all to life and show how each of these key concepts work in practice.
It will also help you to apply to current marketing issues and for your business or impressing an employer with your marketing insights.