Smart brands don't go dark
When the people couldn’t visit the little penguins at Phillip Island, Phillip Island took the penguins into lounge rooms across the globe - 25 million times.
Madeline Blaer, Monash University uncovered a number of insights from this virtual initiative that included; watching the penguins became a ritual for people, helped people cope during lockdown, built communities, audiences built relationships with Rangers wanting to visit to meet them, conservation messages connected and the audience took action, and the initiative positively influenced future visitation from intrastate, interstate and overseas.
Phillip Island Penguin Parade did not go dark. They built stronger relationships with existing visitors, amplified their voice globally when competitor brands fell silent, and built their brand awareness and knowledge.
Phillip Island Nature Park grew their share of voice in a mostly silent market, as a result the little penguins and Phillip Island have entered the consideration set of a higher proportion of consumers.
Congratulations Phillip Island Nature Park on an exceptional industry leading marketing initiative.
If you need a hand developing with your marketing or brand strategy, or next marketing campaign, give Alison McDowell a call to discuss how Roadmap Strategy help you get the rubber hitting the road and your business achieving their marketing and business goals.
The risk of going dark
It might be tempting, easier, and maybe even save you a few bucks by letting your brand go dark, but the result could be catastrophic for your business.
Your customers care about your brand, and personally invest in your business and what you do. They want your brand to be successful, they want to share your story, and their experiences with your product with their family and friends.
However, if you go dark, you risk a competitor or alternative product grabbing your customers attention, and the place in their heart that you once owned.
Increasingly, your Marketing Partner or agency are critical to help guide and support you through this period of change.
Consider the following
1. Do you need to adjust your business goals?
2. Have your customers’ needs changed?
3. Does your product need to be adjusted?
4. Can your marketing effort deliver better results?
We encourage all businesses to bring their external Marketing Partners to the table to work with you help you review your approach and reach out to your audience with the right message, at the right time, in the right place to achieve your marketing and business goals.
MONA - a brand thinking differently
The light instillation is a work called ‘spectra’ by artist Ryoji Ikeda and can be seen up to 100kms from Hobart, reaching over 250,000 people. In addition, this monumental installation is live streamed to a global audience through Facebook.
As always MONA is being noticed, be it through media promoting ‘spectra’ or locals and people across the globe experiencing MONA from the safety of their own home.