IKEA works with the ideology that a good design should always be made available for everyone and not just a select few and that is the reason as to why its products are designed beginning with the functional need and the price (Franchisor.ikea.com, n.d.). The corporation then employs the use of knowledge and creativity to create a functional product utilizing low-cost materials. Then, it expects that the public will embrace their products because of the affordable prices, which will lead to large scale purchases that will further drive its prices down. This makes the product more affordable.
This ideology is what the company aims at selling itself during the launch in Taiwan. It focuses on introducing its brand in the country, which will, thus, allow the public to have a taste of class at an affordable price. The launch intends to as emotional advertising by introducing the people to the company’s brand that will give them the idea that they can have quality products at affordable prices. The launch has the main aim of attracting customers. Therefore, if the clienteles find the products to be of high quality and affordable, they will spread the word, and many people will learn about it.
8 What do you want them to ACTUALLY DO in this campaign? e.g. call a toll-free number, receive samples, visit a store/event, go online to a particular site, redeem a promotional code instore or online, share WOM offline and online, Like/Follow in social media, instagram capture, try (trial), buy/purchase…AND is there an urgent deadline immediacy?
This is a part of brand sensitization that informs the target customers on what they should be doing after learning about the brand. The most effective way to ensure that this target audience responds in an intended manner is to guarantee that the company provides them with sufficient information regarding the products or services that they offer (McCaffrey, 2018).
By launching its brand in Taiwan, IKEA seeks to ensure that its brand image grows significantly and the company makes sufficient sales in the industry. Therefore, the firm’s main aim is to elicit strong responses from its target audiences that can be brought about by their enthusiasm. Passion can only be attracted by making sure that the campaign is provocative enough to make the customers react positively (Gotter, 2017). The company will, thus, expect the customers to like its social media pages to keep up with the new products that it intends to introduce. It will also presume that the target audience interacts with the corporation through these social media pages to make their requests and suggestions.
9 i) Our Campaign Proposition and BE SINGLE-MINDED on this (SMP)? This is an expressive sentence, NOT a paragraph. What is the ONE over-riding core benefit this campaign should communicate? The proposition should be a well constructed, short sentence, which states the over-riding opportunity, relevant to the target audiences’ pain/need, promises a solution, and is unique/first/scarce, driving the audience into affirmative action. You may also offer a slogan here in addition to your SMP.
The company works on the concept of providing customers with high-quality products at customer friendly prices. Therefore, the firm seeks to use this launch to create brand awareness to the target audience while, at the same time, ensure that it presents its signature products to the public to that they learn about it. It seeks to inform the customers that they can access high-quality products at relatively lower prices. This will ensure that the customers learn of the advantages they can obtain by using these products. This will give them a reason as to why they should buy the products (Kenton, 2018).
9 ii) Supporting evidence for the above? Directly first, then indirectly. What facts/stats, research, quotes and testimonials do you have to support your SMP created above? List at least 8 bullets as most relevant to least relevant.
Franchisor.ikea.com. (n.d.). Inter IKEA Systems B.V. – Product for a better everyday life. [online] Available at: http://franchisor.ikea.com/product-for-a-better-everyday-life/ [Accessed 1 Mar. 2019].
Gotter, A. (2017). 31 Call To Action Examples (And How to Write the Perfect One). [online] AdEspresso. Available at: https://adespresso.com/blog/call-to-action-examples/ [Accessed 1 Mar. 2019].
Kenton, W. (2018). Value Proposition. [online] Investopedia. Available at: https://www.investopedia.com/terms/v/valueproposition.asp [Accessed 1 Mar. 2019].
McCaffrey, B. (2018). Hook, Line, and Sinker: 7 Tips for a Killer Call-to-Action. [online] Wordstream.com. Available at: https://www.wordstream.com/blog/ws/2014/10/09/call-to-action [Accessed 1 Mar. 2019].
Supplierportal.ikea.com. (n.d.). The IKEA Concept. [online] Available at: http://supplierportal.ikea.com/aboutIKEA/Pages/default.aspx [Accessed 1 Mar. 2019].