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Daniel Todaro says DIY’s weather obsession needs to stop Adverse weather conditions often get the blame for retailers’ woes – and the fact that even in the middle of an heatwave we’re seeing many lament their bad luck demonstrates just how ingrained this mentality has become.

As I write this with temperatures sailing above 30C, Amazon reporting a 446% increase in paddling pool sales and Asda shifting BBQ sets at an increased rate of 204%, it seems strange to think it was barely a month ago that it was the rain causing all the problems for the sector. Headlines began with the same rhetoric: “wet weather hammers profits”, “coldest spring in 50 years prompts profit dive”.

Granted, these doom-laden headlines had something to do with our abysmally cold and wet spring but the message translates quite clearly; once again, sales drops were prefaced with the ready-made excuse of ‘bad weather. It’s repeated every year. Any fluctuation in the UK’s weather sees DIY retailers reach for the same tired excuses.  However, with the news emerging that spending on DIY fell for the fifth-successive year in 2012 to its lowest point since 2000, £5 billion less than the peak of £15.5 billion in 2004, DIY retailers need to look beyond the ‘seasonal’ approach they’ve taken in the past and endeavour to find innovative ways to being to drive their sales.

Good weather tends to go hand-in-hand with the desire to take to our gardens and the images foisted upon us by retailers in the summer tend to be rooted in aspiration and lifestyle – and indeed, lifestyle is the key word the DIY sector should be focusing on. In order to break-out of this industry-wide malaise, DIY retailers ought to look beyond the conventional approach and start to view themselves as lifestyle brands.

For even when these retailers are rejoicing at the sunshine, all we see is the same uninspiring campaigns, the same expected promotional offers we get every year, and the same wistful looks when the summer ends and autumn begins.  If they are able to position their offering as desirable and in synch with a certain sort of lifestyle, (in this case one that’s quite tropical), then the sector could see year round prosperity restored – and this is not as difficult as it sounds. Developments in technology mean brands can take advantage of outdoor advertising to create campaigns that adapt to real-time information.

Read the full article at http://www.diyretailer.co.uk/articles/item/407-the-last-word

We’re all in agreement that what characterised the London Olympics was the way in which it brought the nation together; how it immediately created a spontaneous sense of community and altruism we never thought we had in us.  Likewise, we were also quick to agree that from a marketing perspective it had been a rousing success for the brands who had taken the leap by investing in sponsorship.

By aptly integrating into the wave of patriotic and social spirit, these brands found themselves quickly dispelling the previous conjecture ‘censorship’ and the ominous ‘brand police,’ and reaping the benefits throughout the Games and long after the final medal had been awarded. No fewer than half of the top 10 most improved in YouGov’s 2012 Brand Index were Games sponsors, whilst the likes of BA, Adidas, P&G and Sainsbury’s were among the many that revelled in the critical acclaim.

However, at the time I wondered how long this Olympic spirit would last, whether this upsurge in enthusiasm for altruism, community, volunteering and a sense of love for our fellow man would eventually peter out; the status quo soon restored.

A year on and we’re much better placed to answer that question. Is there evidence of an Olympic legacy within the marketing industry? Well, yes, very much so.
What we’re seeing is a clear shift in the way the world’s largest brands are conducting themselves, they’re acting more human (and perhaps, in turn we’re humanising such brands too). It’s difficult not to notice the pure and wholesome nature of the TV ads we see on the airwaves and the promotional activity we see in our towns. More so, it’s largely those who played a key role at the Olympic Games leading the charge.

Coca-Cola, for example, has eschewed its own branding in order to encourage us to share a coke among pals, as if it represents an age-old friend we’ve known since childhood. Adidas and GlaxoSmithKline have both been vocal in their opposition to steroid abusing athletes; a far cry from an era not so far behind us when sponsors would refuse to take a moral stance. Today, they seek to adopt an ethical code in line with their consumers.

The explosion of organisations on Twitter taking on a simple human guise (First Direct and Solihull Police provide two highly diverse, but excellent examples) further provides evidence of this move towards humanisation. The most successful view those online conversations much like a real-world one. They adopt the same rules of etiquette:  Much like you wouldn’t barge into a real-world conversation trying to sell a mobile phone contract, these brands are instead seeking permission to join the conversation by trying to demonstrate an effervescent (or at least useful) personality.

With more and more brands experimenting with this approach, the trajectory only appears upwards and I cannot help but feel that this trend was kickstarted by the Games. London 2012 showed us all the power of humans, ordinary humans that shattered the perception of a soulless, IOC machine we all believed would characterise the Summer. Instead, we found human beings we could relate to, ones that were more worried about contributing to our good times rather than nitpicking over red tape and fretting about the threat of ambush marketing.

The difference for these winning brands is that they’re moving on from simple traditional, broadcast communication; taking that ATL message and delivering it through the line. They’re walking the walk as well as talking it, and doing it at the local level to encourage real social cohesion, becoming the catalyst that brings entire communities together.

Through brands acting human and investing in people, the Olympic spirit may just become a genuine legacy after all.

Five brands taking a more human approach:
 
Visa
Visa signed Usain Bolt for its 2012 ‘flow faster’ Olympic campaign. The ad’s demonstrated the various payment technologies on offer from Visa, with the message that it made life quicker and easier.

That theme continues in Visa’s 2013 activity, but the influence of the Olympic legacy is clear. The focus shifts from Usain Bolt to an old man and while ‘speed’ and ease of convenience is still a key brand message, the story of the old man racing to the birth of his grandchild is a significant, family-orientated step-change from what had gone before that adds a new human dimension.
 
Coca-Cola
Coca-Cola went Hollywood with its all-singing, all-dancing activation at London 2012, enlisting Mark Ronson to create the brand’s own song for the Games; something quite introverted. While the brand did commendably look to find ways to connect with and inspire young people, the national TV campaign was typically weighty in both celebrity endorsement and investment.

It provides the platform for perhaps the most significant change of direction, with the incredibly successful ‘Share a Coke’ campaign. Simple, effective and very personal

P&G
P&G won the hearts of the nation in record time with its ‘Proud Sponsor of Mums’ ads; notable for being the first time the multi-global corporation had directly addressed its consumers under the P&G brand name.

Since then, new Global campaign ‘Everyday Effects’ has been launched with a significant human feel. Throughout the world, P&G are distributing ‘Blue Boxes’, making a not-so-subtle, but effective demonstration of all the products within the P&G family.

Carrying on the soft theme, P&G quickly signed up the highly-endearing Kirstie Allsopp to lead the campaign and the brand giveaway action, as it seeks to speak to customers on a one-to-one level and become a household name.
 
Adidas
Adidas implored Team GB to take the stage during the Olympics and in the process, became a legitimate part of the iconography of the Games that we hold in our memories.

Adidas have rarely looked back since, continuing to make the most of those British connections with the recent Andy Murray and British Lions successes. The brand also did not blink in its decision to drop star sprinters Tyson Gay and Asafa Powell following failed drugs tests. Would this decision have been so clear cut five years ago?
 
Sainsburys
As primary sponsor of the Paralympics, Sainsbury’s were a key driver in ensuring the Paralympic Games were elevated to a level of attention and status that was unprecedented. The retailer went to great lengths to both celebrate the athletes, but also emphasise the human qualities of its brand.

Such was the adulation Sainsbury’s received for its sponsorship, arguably they could have left it there and moved on – but a year on and they’re continuing with a push to promote sport in schools and investment in both disabled sport and British Athletics as a whole. The Sainsbury’s Anniversary Games left us in no doubt of a lasting commitment.

Perhaps the biggest winner of all, Sainsbury’s demonstrated a human aspect that is leaving rivals in its wake. It goes beyond tasting a difference; Sainsbury’s is genuinely making a difference .

By Daniel Todaro

Read the Full article at: http://www.brandingmagazine.com/2013/08/15/what-have-brands-learned-from-the-olympics-a-year-later/

Last week Rajar announced that 91% of the UK population – 48.3 million people aged 15+ – tuned in to their selected radio stations in the second quarter of 2013, up by approximately 1.5 million adults on Q2 2012. The total average number of weekly hours listened to radio for this quarter is 1.03 billion.

Daniel Todaro of Field Marketing agency Gekko comments:

The latest Rajar figures are incredibly significant for we have reached a moment many never thought would arrive: the official ‘tipping point’ for digital radio. Moreso, we’ve reached it nearly 18 months earlier than Ofcom’s estimates which predicted November 2014 as the moment the UK would pass the 50% threshold.

With radio listening figures absolutely booming, no doubt this will prove the catalyst for the government to push ahead with the digital switchover – which this week also published a new report containing very strong hints the foundations are being laid for such a move already.

However, the steady upward trajectory of digital listening – or the consumption of radio via digital formats – should pique the interests of retailers, particularly with thoughts turning to the festive season in the not too distant future.

28 million people now listen to radio digitally – and increase of 16% YoY. If you couple that with the increase in listeners overall (91% of the population), we’re seeing not just a transition but an actual growth in popularity. Thus, particularly as consumers discover new stations through different mediums (TV, in-car, mobile, desktop), there’s a distinct opportunity for retailers to capitalise on this and drive product sales on the shop floor.

Read the full article at: http://mediatel.co.uk/newsline/2013/08/01/rajar-q2-2013-industry-reaction/

Freeview will be inviting shoppers to experience the Great British Tea Party this summer with its new roadshow campaign, which aims to promote the value of the service.
 
Freeview will look to celebrate the British summer in its roadshow, which has been conceived, designed and executed by Gekko, and is set to feature a green astro-turf area complete with deck chairs, picket fencing and a pop-up marquee serving refreshments.
 
Daniel Todaro, managing director of Gekko, said: “With the ‘empty’ summer of 2013 upon us, without Jubilee celebrations or Olympics Games to capture the excitement of the nation, we were keen to create a piece of experiential activity that really brought to life the best of British and what better way to celebrate the heat wave than with a proper British summer fete? We’re always delighted to work alongside Freeview and create something that will really surprise and delight consumers.”
 
There will also be Freeview ambassadors on hand to explain Freeview, as well as giving shoppers the chance to take part in a special prize draw to win a six month subscription to Netflix.
 
James Chambers, retail marketing manager for Freeview, added: “We are really looking forward to getting this show on the road this summer. With over 95 per cent of the most-watched TV programmes available subscription-free, we will be letting people know that they could be making considerable savings in the long-run by choosing an alternative to pay-TV. Value has always been really important to us and we have worked with Gekko to create a roadshow that excites, educates and engages the British public.”
 
The roadshow, which is set to take place throughout August, will be coupled with above the line activity.

Read more at http://www.thedrum.com/news/2013/07/26/freeview-unveil-great-british-tea-party-roadshow-campaign-gekko#LosTOrEgwOGVA24R.99

Digital television provider Freeview has enlisted field marketing agency Gekko to produce its new Great British tea party-themed roadshow.

The team will recreate a summer fete at four UK shopping centres, comprising of a green Astro Turf area with deck chairs, picket fencing and a pop-up marquee serving refreshments.

The roadshow will include four-day stops at Westfield London Shepherds Bush (1-4 August); Birmingham Rotunda Bullring (8-11 August); Liverpool One E5 (15-18 August); and Brighton Jubilee Square (23-26 August).

Shoppers will be able to relax in the sun, enjoy a cup of tea and cake and watch some clips of the programmes on offer from Freeview on a giant screen.

Brand ambassadors will also be on hand to demonstrate Freeview, including its smart functionality.

James Chambers, retail marketing manager at Freeview, said: “We are really looking forward to getting this show on the road this summer. Value has always been really important to us and we have worked with Gekko to create a roadshow that excites, educates and engages the British public.”

Daniel Todaro, managing director of Gekko, added: “With the ‘empty’ summer of 2013 upon us, without Jubilee celebrations or Olympics Games to capture the excitement of the nation, we were keen to create a piece of experiential activity that really brought to life the best of British and what better way to celebrate the heat wave than with a proper British summer fete? We’re always delighted to work alongside Freeview and create something that will really surprise and delight consumers.”