Communication and Sales Effect
Coke wanted a campaign that would encourage consumers to connect with the brand on an online and offline platform. The soft drink market had also become so competitive hence there was need to establish a brand connection with customers. The Coca Cola company had a successful advertising campaign dabbed as share a coke. Promotion involves the communication of information between a seller and a potential buyer or other people in the channel in order to influence their attitudes and behavior. Promotion requires effective communication in order for it to be effective. There are instances where a promotion message can not be heard at all or even not understood. There are various promotion methods that can be used such as personal selling, mass selling with advertising as the main form of mass selling, sales promotion, publicity and so on. A marketing manager in any organization has to ensure that they set priorities when it comes to the promotion objectives. The promotional objectives are an important indicator which the marketing managers within an organization use when choosing the promotional tool they will use (Perreault, Cannon, & Mccarthy, 2010)
There are various reasons why the share a coke campaign was successful. The first reason is the advertising objectives. Each advertising campaign needs to have clearly defined objectives that should arise from the overall marketing strategy of the organization. In the case of coca-cola, the primary objective of the campaign was to increase the consumption of Coca-Coal during the summer period. The secondary objective of this campaign was to make sure that people were talking about coke again. The campaign aimed at making sure consumers see coke in such a way that they would be encouraged to consume the product and not just merely loving the brand.
Coca-Cola wanted a core idea that would reunite its customers with the idea of getting together and having a good time over a bottle of Coca-Cola. They wanted to jumpstart real conversations and remind people of those they have lost touch with in their lives or have not yet met. Coca-coal wanted to encourage people on a more personal level with sparking a conversation using ones first name. Coca-Cola initiated these conversations through encouraging its customers to connect and share a coke. They printed 150 of the most popular names on coke label bottles in order to keep a reminder of people they might have lost touch with hence giving them a reason to connect. These advertising objectives that had been set are crucial when it comes to making a strategy decision. Therefore with these objectives in place Coca-Cola was able to come up with strategies they would use to achieve these objectives. The share a coke campaign was a sort of reminder advertising whereby is to keep the Coca-Cola brand name before the eyes of the public (Marketing, 2012).
The campaign involved a multiplatform communication strategy that acted as an invitation to share a coke with a person one knows or want to know giving people tools for finding, connecting and sharing with one another. This was meant to bring the consumers together using the coke brand. Through this the consumers will be bale to connect with one another and at the same time be conversant with the Coca-Cola brand.
When it comes to advertising the organization aims at reaching a wide audience with the message. The campaign was successful in reaching a wide target audience due to the creation of a varied content that would be able to suit the audience. This allowed many people to take part in this campaign in varied ways, in different degrees and using different contact points. This made the campaigns relevant to people that wanted to be highly involved or even those who just wanted to be part of the fun. Therefore, the campaign was successful as it was able to reach a huge audience.
In order to make sure that the promotion is successful an organization should be on the ground and know the behavior of the customers towards the promotion. In this case, Coke was successful because they listened to what their consumers were doing with the campaign so as to be able to surprise, uphold the momentum and spark future conversations all through the campaign period (Marketing, 2012).
Once Coca-Cola decided on how the message would reach its target audience, they came up with a strategy on how the information was going to reach the audience. The medium chosen to convey the information on the campaign was appropriate. The share a coke campaign story broke on the pages of newspapers followed by a flow of other marketing trade coverage. There was also television campaigns that featured photos of volunteers that shared their names aired in sports such as football and rugby leagues.
Many people associate with celebrities and media and therefore using these would be effective in a campaign. Coke was successful since they involved key media and celebrity influencers who have a large social media footprint. They sent them personalized seeding kits containing coke products with their names and campaign messages so that they could share with their fans. This made customers more aware of the campaign since they associated it with people they like.
For an advertisement to be useful the consumers have to have something they can associate the advertisement with. Coke created songs that were broadcasted on air nationally. These songs were then used by consumers as inspiration for connecting through facebook. The consumers were also invited to send a name of their friend that was then projected on a live iconic Coca-Cola sign. The internet is also a very good tool that is sued for advertising. Coca-Cola used a key internet tool; social media for its advertisement. Participation and mass sharing was conducted through facebook providing the consumers with tools to connect and share a coke.
This campaign exceeded its initial expectations, with millions of people getting together to share a coke both virtually and literally. The consumption of coke by young adults went up during the campaign which made 2011 the most successful summer coke has ever experienced. This campaign also changed attitudes as teens stated that it gave them a positive impression of the coke brand (Marketing, 2012).
It is important to evaluate communication and sales effects in markets. This is because through this evaluation an organization is going to gauge whether the promotion to be used is going to be successful or not. This evaluation is also going to assist in finding out the most appropriate promotion tools that are effective within the particular market. It is also useful since it helps in gathering information on mistakes that might have been done making the promotion not effective in the area. This helps in rectifying these mistakes and hence avoiding them in future.
References
Perreault, W., Cannon, J & Mccarthy, E. (2010) Essentials of marketing, 12th edition, McGraw Hill, chapter 13 & 15
Marketing. (2012). Share a Coke campaign post-analysis. Retrieved October2, 2014 from http://www.marketingmag.com.au/case-studies/share-a-coke-campaign-post-analysis-15944/#.VCzvIWddWE4
Food stuff South Africa. (2013). Coke’s ‘sharing’ advertising campaign a worldwide success. Retrieved October2, 2014 from http://www.foodstuffsa.co.za/news-stuff/food-marketing-innovation-npd/2994-cokes-sharing-advertising-campaign-a-worldwide-success
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