Dove // Real Beauty Sketches

http://realbeautysketches.dove.us/?fb_action_ids=10200468448488296&fb_action_types=og.likes&fb_source=other_multiline&action_object_map=[120914261437529]&action_type_map=[%22og.likes%22]&action_ref_map=[]

The above video is Dove's latest video in their True Beauty campaign. We discussed Dove in class a few weeks ago, and talked about how creative and different it is from the traditional ad campaigns of cosmetic companies. This video absolutely blew me away. From the incredible script to the professional cinematography and video quality, it was an all around success. I think that this is the kind of video to which social media will respond well.

Companies have been struggling with how to reach their target markets. My words of advice: Do something like this. This video is one of the best examples of social media marketing that I have ever witnessed. I am sure that the responses to this will be very positive. The video was very raw and real, and probes the viewer to ask the question: "Do I see myself as more unattractive than I really am?"

One of the concerns that our class expressed in our case discussion was that they had used all plus-sized models in their last campaign. The concern was that this would be irrelevant to the large market of girls that are naturally and healthily skinny. I think that Dove did an excellent job of model selection in this video.

Even as a guy, I will be re-posting this video on my Facebook wall. I recommend you do too.

Combating Showrooming - The Wrong Way

www.petapixel.com/2013/03/28/store-wages-war-against-showrooming-by-charging-a-5-just-looking-fee/

I ran across the above article today while on PetaPixel.com, a great online photo blog. The article shows a sign found on the door of a specialty food store. The sign reads:

"As of the first of February, this store will be charging people a $5 fee per person for "just looking." The $5 fee will be deducted when goods are purchased"

I will have to agree with Matt Brownell of Daily France that this is “the most misguided strategy we’ve seen for dealing with showrooming.” While stores like Target and Best buy combat showrooming with competitive pricing, small stores like this are coming up with seemingly desperate practices like this. Personally, I feel that this is almost an angry response. Nevertheless, it is short-sighted, and it reflects a lack of understanding of the customer.

Matt Brownell goes on to say

"While it’s undoubtedly frustrating to have people use your store as a showroom just so they can buy the same goods online, imposing a cover charge is hardly the ideal solution. The goal of any retailer should be to impress customers with competitive pricing and great customer service — not treat their customers with suspicion and hostility from the moment they walk in the door.
That approach won’t just keep the showroomers away, either — it’s inevitably going to turn off a lot of potential customers who had no intention of showrooming, but aren’t about to step into a store that forces them to pay an entrance fee if they don’t find anything they like."

 The "suspicion and hostility" shown to the customers will surely drive their showrooming - and purchasing - patterns elsewhere.