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Online communities

Posted on May 15, 2009 by Liz Rowell

Remember my post a few days ago on IAG? It seems Coles is getting into the act too. COLES is turning to an army of mothers for help with the direction of its own-brand products, proof that mum really is the word.The chain is quietly building a panel of mothers, thought to number more than 1000, to test everything from the quality and packaging to shelf wobblers and in-store marketing.

I’m not sure how they’re managing it – it doesn’t say it’s online – but yet again proof (if proof is required) that the customer is king,particularly in these straitened times. The Marketing Department is not holder of all wisdom about the consumer. I’m not really one for quotes, but David Ogilvy’s “the consumer isn’t a moron, she’s your wife” still sort of stands up (more likely it’s your husband or boyfriend). So how can we start a conversation with him or her and find out what’s on his or her mind?

According to new research from the Internet Advertising Bureau (IAB), carried out by the Opinion Matters Tickbox.net panel, 28% of people would be happy to join a group if they were offered exclusive content or something relevant and free, whilst over a third (37%) would join a group if there is a genuine interest in what is being offered. 

So a bit of a plug for Red Ark here. We have recently partnered with a provider who manages the online communities for major brands like Woolworths, Hungry Jacks and IAG. They are getting hugely valuable insights. Put our communication skills with their techy know how and you have a winning double act. So if you want to have your finger on the pulse of what your customer is thinking and feeling 24/7 then by all means do give me a call (02 9437 1377).

Meanwhile it’s Friday and time for a bit of a laugh. Not sure what The Parent’s Jury would say about this though. They’d probably go,like, really viral or something.

But it just goes to show that if kids really want junk, they’ll get it by hook or by crook.

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