3.3 Explore The Various Campaign Results
Case: Walkers
3. Explore the various campaign results. Do you think the campaign was successful?
The main objectives of the campaign were to make the association between crisps and sandwiches top of mind and make sellers site Walkers next to the sandwiches in stores. This would lead the consumer performing a dual purchase of the single-packets of crisps together with their sandwich at lunch. The results show that the Great British public noticed and enjoyed the campaign. Also journalists picked up the story, which lead to publicity in many magazines, online and on TV. A value equivalent to advertisements of £ 3.3 million was generated this way. Many stores added stackers with crisps at the front of their stores or launched Walkers meal deals. …show more content…
People might link Walkers with their sandwich now, and the sellers in the shop might have launched Walkers meal deals and put the crisps at the font of the stores shortly after the campaign, but this doesn’t have to lead to long term remembrance. Possibly, only a few weeks later, the meal deals might have been replaced by other deals already. Of course people reacted to the campaign as it was truly ‘exciting’ – to use the words of the VP of sales of PepsiCo UK – but it doesn’t mean that people’s mind will be changed on the long term or that these people will be truly convinced of the idea and become loyal customers.
Another effect that plays is that people know that Walkers paid for this campaign. This can lead to sceptical people. Villagers of Sandwich posted all kind of nice things about the campaign, but the sceptical people might start thinking ‘What is true and what is media-paid?’. This effect is known as persuasion knowledge and leads to avoidance of the advertisements on Walkers crisps.
A last concern is that people might link crisps in general to sandwiches, but not Walkers crisps. They might have noticed the campaign and picked up the idea of eating crisps together with their lunch, but did not pay enough attention to the brand. In this way, other brands of crisps will have taken advantage of the campaign too, while this was clearly not the objective of …show more content…
These buyers should become loyal consumers who don’t switch brands too easily. Walkers should show them why they are different from other, maybe cheaper, crisps brands. Stressing the quality and added value of Walkers crisps over other brands or over private labels crisps can do this. One starting idea could be to use brand activation. This might not immediately influence the mind (which would lead to loyalty), but influences the buying behaviour of the consumers at that moment in the store. They could let people taste how good Walkers are and stress the quality. This is a type of point of sales marketing and is, at the same time, a form of direct marketing. People are personally addressed in the store and convinced to buy the
3. Explore the various campaign results. Do you think the campaign was successful?
The main objectives of the campaign were to make the association between crisps and sandwiches top of mind and make sellers site Walkers next to the sandwiches in stores. This would lead the consumer performing a dual purchase of the single-packets of crisps together with their sandwich at lunch. The results show that the Great British public noticed and enjoyed the campaign. Also journalists picked up the story, which lead to publicity in many magazines, online and on TV. A value equivalent to advertisements of £ 3.3 million was generated this way. Many stores added stackers with crisps at the front of their stores or launched Walkers meal deals. …show more content…
People might link Walkers with their sandwich now, and the sellers in the shop might have launched Walkers meal deals and put the crisps at the font of the stores shortly after the campaign, but this doesn’t have to lead to long term remembrance. Possibly, only a few weeks later, the meal deals might have been replaced by other deals already. Of course people reacted to the campaign as it was truly ‘exciting’ – to use the words of the VP of sales of PepsiCo UK – but it doesn’t mean that people’s mind will be changed on the long term or that these people will be truly convinced of the idea and become loyal customers.
Another effect that plays is that people know that Walkers paid for this campaign. This can lead to sceptical people. Villagers of Sandwich posted all kind of nice things about the campaign, but the sceptical people might start thinking ‘What is true and what is media-paid?’. This effect is known as persuasion knowledge and leads to avoidance of the advertisements on Walkers crisps.
A last concern is that people might link crisps in general to sandwiches, but not Walkers crisps. They might have noticed the campaign and picked up the idea of eating crisps together with their lunch, but did not pay enough attention to the brand. In this way, other brands of crisps will have taken advantage of the campaign too, while this was clearly not the objective of …show more content…
These buyers should become loyal consumers who don’t switch brands too easily. Walkers should show them why they are different from other, maybe cheaper, crisps brands. Stressing the quality and added value of Walkers crisps over other brands or over private labels crisps can do this. One starting idea could be to use brand activation. This might not immediately influence the mind (which would lead to loyalty), but influences the buying behaviour of the consumers at that moment in the store. They could let people taste how good Walkers are and stress the quality. This is a type of point of sales marketing and is, at the same time, a form of direct marketing. People are personally addressed in the store and convinced to buy the