GLOCALISATION MATTERS

On a recent trip to Vadodara, India I came across a Starbucks hoarding announcing the launch of their new cafe in Vadodara. 

Instead of the usual names that they put on their cups, the hoarding mentioned endearing terms that are used all over Gujarat for known and unknown people - Kaka (Uncle), Bhai (Brother), Bapu (Elder Man), Ben (Sister), etc.

This piece of outdoor advertising brought a smile to my face. In marketing, we are always told and taught that global brands need to localize (glocalisation) to connect in a stronger way with their audience.

Here is a great example by #Starbucks, where they are going a step further in bringing the cultural nuances of a state in its advertising and communication to make people feel closer to the brand and see the #brand as their own rather than an alien brand. 

I then went to check the #Instagram handle of Starbucks India and they had very smartly used the same creative on their Instagram feed as well, bringing consistency in their messaging and reaching the audience across touch points. 

Here is a very simple yet effective lesson for all marketers out there.

PS: The hoarding picture was clicked, while sitting in a moving car, so I could not get the best shot.

ASSISTANCE OR NO ASSISTANCE?

Shopping behaviour differs from shopper to shopper. Some shoppers prefer to get help and assistance while they are shopping while others like to browse on their own and then reach out for help only when they need it. 

When it comes to beauty products, the shopping experience is even more personal, and hence some customers want assistance while others are happy to shop on their own.

Sephora understands this quite well and therefore, in a lot of their stores, it provides two kinds of shopping baskets (black and red). Shoppers can choose the basket based on their need. This allows the different shoppers to get exactly the kind of #retail experience that they want and it also gives a clear indication to the store staff on who needs to be assisted and who doesn't. 

Such a simple and effective solution!

DON'T STORIES AND DRIVE!

We have always heard the message 'Don't Drink and Drive'. But today, the number of people texting and driving is far more, and it is as dangerous as drunk driving.

#Mitsubishi understood this danger, built on the consumer insight and rolled out a series of print ads in Chile recently. All the ads use the #WhatsApp and other social media and messenger #emoticons brilliantly asking people 'Don't Stories and Drive' because a quick reaction can change your story, for good or worse. 

What makes it even more special is that the company is not showing its product or trying to promote one of its models. There is just a subtle logo on the left hand corner because the objective of this ad is to educate, inform and warn the consumer. 

I really liked this set of ads. How about you? 

                                   #advertising #insight #automotive #print #communication