Ana.Placinta

ma asteptam ca intrarea BK pe piata romaneasca sa fie mult mai ‘zgomotoasa’ si mai ales sa aleaga o locatie independenta pentru primul restaurant… nu s-a intamplat asa. piata incepe sa devina crowded pt profilul tragetului…iar orice noua lansare tinde sa devina un zgomot de fond. in plus, primul contact cu targetul trebuie sa fie unul memorabil (de altfel o conditie sine qua non pt un brand care se respecta).

o prietena a sugerat ca aceasta locatie este o ‘locatie-test’. daca e asa atunci e destul de ciudat si ineficient. intradevar investitia este mult mai mica decat in cazul unei locatii independente, dar si rezultatele sunt superficiale. nu poti avea niste rezultate anticipative pt celelalte viitoare locatii, deoarece datele nu sunt obiective. se bazeaza pe niste fluctuatii artificiale: noutatea locatiei (Baneasa Shopping City, un mall recent deschis), consumatori ocazionali intr-o proportie mai mare (generata de vizitatorii din BSC sau din celelalte spatii comerciale) carora li se adauga o variabila predictibila (chiar si pt o locatie independenta) noutatea restaurantului (in acest caz generata mai mult prin WOM)

de altfel, un element extrem de finete este experienta pe care o creezi consumatorului. in acest moment acesta este un element esential de diferentiere fata de McDonalds…experienta ce depinde de segmentul de target pe care ti l-ai propus sa il switch-uiesti de la Mc la BK. segment pe care daca-l asculti iti va face jumatate din treaba. asa cum magazinele de bijuterii si ceasuri isi aleg pozitionarea geografica in functie de ‘versantul cel mai mult luminat de soare’ pentru a pune in valoare frumusetea acestora, tot asa si BK ar trebui sa isi justifice pozitionarea pe piata in functie de segmentul de target vizat.

BK se afla oricum intr-o situatie dificila. McDonalds va ramane pentru mult timp TOM…iar portia sa de consumatori fideli este una maricica, desi cred ca cea de consumatori ocazionali este huge (!) Poate ca cel mai bun plan din partea BK ar fi atragerea si in timp fidelizarea ultimilor. Atragerea unor consumatori fidelizati, fara un background puternic este o risipa de timp si bani.

As vrea sa cred ca urmatoarea mea vizita intr-un BK va fi o locatie independenta, cu un consumer engagement ridicat….

saptamana trecuta ma plimbam prin Baneasa Shopping City, un mall ce te incanta si te surprinde placut prin decor si spatiozitate, si mi-am dat seama ca succesul mult asteptat nu va aparea atat de repede la orizont. erau mult mai multi oameni pe culoar decat in magazine, nu stiu in schimb care era situatia la casele de marcat, plus pozitia sa (geografica) nu e tocmai favorabila. Baneasa e destul de departe de centrul Bucurestiului, destul de inaccesbila datorita traficului, plus nu as miza pe ‘bogatasii’ cu vile sau apartamente rezidentiale acolo, pentru simplu fapt ca ultimul trend nu e ’sa imi cumpar haine din mall’, ci ’sa imi cumpar haine de afara’.

oricum, ar trebui sa il mai vizitez de cel putin 10 ori pentru a avea o opinie consistenta, insa prima impresie spune multe. in acest moment se bucura de un succes ‘artificial’ dat de noutatea si exotismul specific, si cu siguranta ‘articolele’ benevole vor infrumuseta si mai mult situatia. probabil cat de curand vor implementa cateva programe de fidelizare.

totusi, cred ca in acest moment are un ’succes’ mai mare decat City Mall. Nu mai stiu care e situatia acolo…long time, no see….dar presupun ca din moment ce au renuntat la comunicarea intensa, se incearca o recuperare rapida a capitalului investit, si apoi ce-o fi o fi. in cazul City Mall, pozitionarea geografica a fost esentiala…iar comunicarea ‘la 5 minute de Piata Unirii’, useless faced with the reality. perceptia negativa acelui cartier e un fapt ce nu poate fi schimbat de catre campania de promovare a unui mall (unde mai pui, ca peste drum este si un cimitir(!))

in acest moment majoritatea mall-urilor s-au pozitionat ca si glamorous, fancy, un pic exclusiviste etc. mall-urile nu ar trebui sa fie percepute astfel (cel putin nu toate) , deoarece acele valori nu le apartin: 1. nu iti ofera intimitate, 2. magazinele brandurilor de lux isi pierd din user experience, 3. sunt supuse unui tranzit/trafic foarte mare. toate aceste valori ar trebui atribuite unor locatii independente pentru brandurile de lux. de aceea vad o buna oportunitate construirea unui mall accesibil financiar consumatorilor cu venituri medii (1000-1500 RON). contrar impresiei generale, mall-urile nu sunt chiar atat de accesbile d.p.d.v. financiar…Bucurestiul are 3 spre 4 milioane de locuitori, Romania are 21 milioane de locuitori. cu siguranta cineva din Satu-Mare nu va veni sa isi faca cumparaturile f des in Bucuresti, dar cineva din Ploiesti cu siguranta ca o va face daca va stii ca gaseste preturi accesibile si accesorii diversificate intr-o singura locatie (mai ales daca nu are cunostiinte in Buc., va prefera sa termine repede seria cumparaturilor, pt a pleca in aceesi zi). bineinteles, in acest moment sunt multe persoane din afara Bucurestiului care isi fac cumparaturile aici…insa mai mult pentru ocazii speciale sau produse cu high-involvment (si aici e debatable)

se discuta despre deschiderea unui mall pe terenul actualului magazin Obor, dar daca targetul va fi middle spre low income (cel ds care discutam in paragraful anterior) si nu high spre middle income, atunci pot sa mizez pe un succes real si constant. desi l-as vedea mai degraba ca pe un ‘mall’ american, si nu un Bucur Obor stilizat.

cum spune si titlul sunt niste consideratii personale, bazate pe impresii formate dintr-o acumulare de date spotty, pastelate si neuniforme. cu alte cuvinte, mi s-ar parea challenging sa lucrezi la construirea unor astfel de branduri, desi nu am avut niciodata ocazia…

Me thinks, that me had a freaky idea [so mind me not, this time only :))! ]

What if we’ll start a contest…Unriddle the riddle.

You frequently use emoticons during your daily chat on the YM (everywhere actually). So what if you’d only use emoticons…and create words or, more likely, phrases out of them?! Why saying a hundred words when you can simply add 20 emoticons…giving your chat an even more expressing touch?![of couse you'll use text also...but more seldomly]. There will be ppl that vote the best emoticon sequences…so that everything to be fair for everyone.

In the end you may have an emoticon vocabulary…Or even create a emoticons-phrase code at the expenditure of a similar numbers of symbols as the ones used for a single emoticon.

E.g. \ ? -captain Hook, as introduced by Dan Dascalescu

Usefulness: possiblity to get branded, just for fun, time pressure limits our words…why not limit the words (without cutting down the meaning) & not the time.

PS…probably more to add

Online is supposed to be the ultimate thing in todays media advertising. If you take a look at Romania’s evolution on this ground you’ll fetch the trend. Actually, ro. advertisers are fighting over 5 millions of ro. users…I guess that’s the reason why not so many companies trust the online’s efficiency.

now, it may sound silly, but when you’re fighting for 5 million people how much do you expect to win?

really, my point is that online advertising should start with the content and end with the form. actually, i can’t name it advertising, cause adverstising is the form. promote the content in offline, so that’s appealing & entertaining-and after a period you may release the form.

if your brand is online and is not interactive, then destroy it and create an interactive one; unless, of course, you want it to die or to be killed. i’m an offline addicted, but if i see a brand that has a corporate website [stiffed with information] and a couple of banners, i wonder why the f**k did it do that? it would have been more effcient with a couple of DMs, and a 3 months of open spreads in the top 3 magazines. if you can’t create interactivity, then don’t go online…after a while you’ll feel embarassed.

interactive means involvment, engagement…sometimes even control. in online you’ll find that truth has a constellation of posibilities, that strives to become a single one.

so i wonder in how many ro. cases have i seen such a thing…?

another point is that almost nobody thinks about offline when planning the online strat map…viceversa is available too. i wonder again…how could you separte things like that? more often a brand works with several agencies (communication companies) on different areas : PR, ER, branding, ATL, BTL, digital, media buying /strategy/planning etc, each having its own vision, its own expertise, its own focus of approach. i’m not saying it’s a bad thing, but when you don’t have a person to link them all and make a complete circle, it’s most probably to end up in making rays of communication. in Romania, is likely to be considered respectful for having all this agencies to work for you.

ps: I’ve seen that Ramona wrote smth somehow resembling

What’s the easiest way to find out if an online campaign is/was successful? Ask someone from offline. [just joking :)]

givedanabuck.com has its story. A successful one? I’d say, yes. Not always the winner is the first in a race. Bullshit you’d say, bullshit i agree too. And then again should Dan Berte raise a 1 million$ to say that givedanabuck.com was a brilliant idea?

if you’ve already entered the page and didn’t find it interesting, or even annoying for asking you a buck without promising to change the world, think again! probably you’ll still find the world tomorrow as you left it today, but giving a buck will prove that online is all about sharing.

On the link you’ll find lots of info, searching on technocrati.com you’ll find lots of opinions.

I’ll give him a buck by April’s end [just for fun]. Also, if i was Orange I’d buy him

[No, i'm not a seeder. You may ask him and see that he doesn't really know who i am :p]

No more APG seminars, just when I got used to it! No more Thursdays at IAA, no more strategists to learn from.

There are also good news. It seems that the APG series of seminars will continue…this time for money. Fair enough!

In the end… from every seminar I’ve learnt smth that I’m now applying; if someone asks me what you’ve learnt exactly in there…I can’t actually describe. Is as if from every speaker’s experience you’ve pulled out smth and paste it in your own, unconsciously.

I felt quite bad last Thursday, at the APG seminar…and some how disappointed. There were just 3 people [4 with me] at the Costin’s seminar. I mean, i understand that 3 or 4 of them probably couldn’t come [from a wide variety of reasons] and didn’t have time to announce [it happens, it happened to me too...once] but there were like 16 people missing. Sad… . I guess responsability is a dying habit/quality nowdays…

Well, on the other hand Costin’s seminar was fast/short enough for all the mobs of information he had in his ppt . I’ve learnt some useful tips & tricks (the triangle scheme sounded interesting and appliable ). Most important: a planner is a planner, whether he/she does creative or digital planning.

Luckly, I got to see John Griffiths, after the seminar, at Cafepedia…
I guess next week will learn some Macarena movements from Razvan Matasel…:). As it is the last seminar I expect more people to show up, hopefully.

1st of April[no bluffings]. [ro]Twitees are meeting, i guess, for the first time…this is going to be fun and interesting :D…
There’s even an account for this purpose… http://www.twitter.com/RoTweetMeet

Wanna tweet about?

Some of you may know…some just don’t, but recently [2 weeks ago] i’ve moved to Saatchi&Saatchi [in the CS still]. I’d say more about the agency and the people inside it , but this ain’t a recruitement site :)… Now i’m working on even more challenging accounts

There’ve been stiring weeks [take it as an excuse for not updating my blog :P]…and more to come. I only hope to keep in line with the APG seminars…I’ll feel bad to lose the last 2 of them.

Cam acum 2 luni, am gasit un proiect interesant: Adcademy. Un proiect ce dureaza 2 saptamani, timp in care rezolvi diverse task-uri asemenea unui angajat full-time, la sfarsit primesti un brief, il rezolvi si daca e ok…te intorci in toamna(sper ca nu am omis ceva )…dar nu mai mult de 4 persoane.

Proiectul este desfasurat de catre Publicis UK, London. Pentru a te inscrie trebuie sa completezi un formular, pe care il trimti la grads@publicis.co.uk, pana pe 7 Martie. Daca te califici urmeaza un interviu in Aprilie…si apoi cele doua saptamani, de la sf lui iunie, inceputul lui iulie…asta daca te califici. Foarte important, trebuie sa fi absolvent al unei facultati pentru a te inscrie.

Poate ceva mai multe detalii si lamuriri pe blog, de altfel au si un network pe Facebook . Esentialul vi l-am spus…ce urmeaza voi decideti.

Eu voi amana pana saptamana viitoare completarea formularului…caci am o binevenita, desi total accidentala, VACANTA (hi, hi, hi)!…poate voi scrie ceva si pe tema asta. De ce as participa? Pai, in principiu vreau sa vad daca chiar umbla vreun caine cu covrigu’n coada …