Trained as a journalist from the age of 18 and enjoying a long career in regional newspaper reporting and editing, Sally Hooton joined DMI (Direct Marketing International) magazine as editor in 2001. DMI then morphed into The GMA, taking her with it!
The science behind successful retail design has been explored by a consumer psychologist, who has published an in-depth report into how emotional engagement influences consumer behaviour. Kate Nightingale’s report – Sensory Retail Design – can be viewed here and examines why certain retail environments are more commercially effective. She discusses the power of vision, sound, smell, haptics and taste and reveals fascinating insights…
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There is no excuse now for marketers failing to communicate on a one-to-one basis – but here’s some how-to advice on leveraging data insights to make your communications dynamic.
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A new spring event – MINT Global – drew international B2B marketers to Amsterdam yesterday, for a top-level conference and valuable networking opportunities – plus a brewery tour and a canal cruise! Organised by MINT (Marketing Innovation Networking) Global, it was focused on conquering B2B marketing in the digital world we live in – where being customer-centric, data-driven and tech-savvy is…
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Female marketers are the most likely to freelance, start a business, or work in another field during a career break, recruitment specialist Robert Walters has revealed. Thirty per cent of women in marketing who have taken a career break started a business during their time away from the workforce, compared to 21% of women in other professions; 33% worked…
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Various studies have proven that video content helps you achieve your marketing goals – but don’t cut corners; amateurism will have the reverse effect.
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Data hygiene has experienced a significant spike in interest and take-up over the first quarter of 2016 according to sales figures and incoming leads from UK-based data quality and hygiene specialist, W8 Data. The organisation – to mark its tenth anniversary – compiled a quarterly hygiene tracker for the past decade and the last three months…
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Almost a half a million female and ethnic minority jobseekers in the finance and IT sectors in the UK will not be considered for roles purely because of the name on their CV, reports headhunting platform Nottx.com The platform – which launched this year in the UK and US – says that even though employment in finance and…
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It was all part of a personalised campaign by Cheil Worldwide for the local education network.
The aim was to tell hard-studying students that their lives mean more than mere grades, through the ‘Healing Exam’ campaign. On the day of the Korean SAT – which is a major exam to determine which students will progress to college – the short film was revealed on YouTube (click English subtitles below the video). It first shows students in a classroom taking an exam then, one by one, crying over what is written on the paper.
Cheil teamed up with EBS, South Korea’s education broadcasting TV network, to encourage students by telling them that they are already perfect no matter what grade they get – with the help of letters from their parents included in the exam paper.
Usually starting at the age of five, pupils’ educational efforts are judged on this one day; the day of the SAT, making students in Korea very anxious. South Korea is ranked the lowest in students’ life satisfaction index among OECD nations as they suffer from stress and depression.
To embark on the personalised campaign to boost students’ self-esteem, Cheil secretly contacted students’ parents to write a letter to their son/daughter. The contents of the letters were inserted into each student’s exam paper as a personalised article, for the students to read and then write a reply.
Some of the messages from parents were, ‘It breaks my heart to see you come home late at night exhausted’, ‘You have done your best, so never regret’, ‘We’ll always be here for you’, ‘From your loving mom and dad’. The film’s total views exceeded seven million in just two days.
After the exam, schools held exhibitions where the exam papers and answers written by the students were displayed. The trend of the healing exam spread across to other schools, where teachers sent messages of encouragement to students. Further extending the campaign, EBS added the related documentary video to a programme on the topic of school education and also review the team treehouse or pluralsight comparison for those who were insecure on what to study next.
Personalised campaign sent loving messages
A student sheds tears while taking the Healing Exam created by Cheil Worldwide. Inserted in the Healing Exam paper is a personalised message from the parents of each student.
Sungjun Park, creative director of Cheil Worldwide, said: “The Healing Exam project is about curing the stress caused by exams. We wanted to send a message to students who learn how to grade themselves even before they learn to love themselves, to cherish their lives more and realise that their lives cannot be judged by scores.
Sungwook Chung, chief producer of EBS, added: “I hope that students of South Korea realise the preciousness of family is more important than test scores and feel warm-hearted.”
As changing consumer behaviour, channel proliferation and technological advancement all converge, corporate infrastructure must be re-engineered if brands are to thrive in the digital age, argues Matt Holt.
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A new spring event is taking place in Amsterdam next month and potential attendees are advised to book now.
Aimed at international B2B marketers, the event on Tuesday April 12 (from 8.30am) is being organised by MINT (Marketing Innovation Networking) Global and focuses on conquering B2B marketing in the digital world we live in – where being customer-centric, data-driven and tech-savvy is all-important and all-consuming.
It’s never too early to think ahead for your marketing strategy, and many CMOs are doing just that. B2B marketers are expecting 2016 to be consumer-centric, with data and technology strengthening efforts to connect those consumers with products and services they want. It is time to rethink how you build out your capabilities to serve customers’ needs and desires – and this event has been designed to help you do just that.
Speakers are some of the greatest B2B marketing practitioners and will challenge you, encourage debate and spark new insights. T-Mobile, LinkedIn, Millward Brown, Arcadis, Acer and Paragon are just a few of the companies sending their top marketers to this great new event.
The conference package also includes a networking party dinner, drinks, a brewery tour and a canal cruise. So don’t miss that boat! Register now, here.
DIARY DATE:
Make a note of Tuesday May 10 – 6-9pm in London when top class speakers will discuss what Virtual Reality really means for digital innovation in 2016, and how to master the platform This is a networking evening with information kudos! Hosted by the MINT Global team, book your place at the event here and watch out for more networking opportunities coming up.
Cheil teamed up with EBS, South Korea’s education broadcasting TV network, to encourage students by telling them that they are already perfect no matter what grade they get – with the help of letters from their parents included in the exam paper.
pabilities to serve customers’ needs and desires – and this event has been designed to help you do just that.