Aston Martin's Fake Advertisement

You know you're not the first but do you really care?

Bobbie Atkinson October 2015 Aston Martin the luxury British sports car manufacturer has released a new ad for pre owned vehicles. Or so everyone thought, recently an advertisement of what people believed was by Aston Martin has gone viral over Facebook and Twitter. It is of a provocatively dressed woman kneeling on a kitchen work top only showing her from behind, with the slogan " you know you're not the first but do you really care? This is a piece of traditional marketing however various experiential marketing techniques have been used to attract their target audience.

As it is a sports car brand, the vehicles sold are not cheap with most cars being priced at over £100,000. Most men dream of owning a sports car since they are in there teens, therefore the company targets a more mature male audience. When thinking about the audiences schema, the beliefs of middle aged men are quite obvious. Anything associated with cars and attractive young women is going to grab the attention of any male buyer. 
Despite this piece of advertisement being a fake, it still managed to go viral and catch the attention of many men across the internet. This has been proven as on the Aston Martin's website discussing the false ad one male customer commented "Aston Martin is a car for guys…..that ad !…is for guys..come on Aston Martin lagonda… lighten up..Its the best Advert you've had for years". This shows that whoever made the ad knew exactly how to use experiential marketing even if they did not know it themselves and maybe just did it for a joke. As well as having a fantastic understanding of the consumer's schema and ensuring how they interpret the ad relates to their beliefs, sensory marketing focusing on vision was also used. The image displayed of the young woman is going to catch anyone attention male or female. Also the slogan used is associating relationships a lot of men have with women to the next car they might purchase. Of course most men would want their first sports car to be brand new, however this is showing them not everything has to be untouched for it to be a good experience.

This rating has been chosen as the ad caught a lot of attention and was used very well, however as it was fake it did not contribute positively to the company.

Juice Plus Goes Viral

How do they do it? 

Bobbie Atkinson October 2015
Juice plus is a whole food based nutrition which includes juice powder concentrates from thirty different fruit, vegetables and grains; that is supposed to be the difference between what the customers are supposed to eat and what they do eat. It comes in different forms such as fruit, vegetable and berry capsules that you take each day, or shakes that go along side the consumers meals. Each type of capsule and shake are supposed to have different types of benefits, which gives the company and representatives an advantage to aim their products at different audiences. For example the benefits of the berry capsules are clearer skin, quicker hair growth and an increase in energy levels, this means Juice Plus is not only for people wanting to loose weight or improve their health. 

Juice Plus has been so successful not only because of the physical results, but because of how clever the company has been with experiential marketing techniques. Within marketing schema is a set of beliefs that everyone has, and certain groups of consumers may also have the same beliefs. It has been clear this year that most young women between the ages of 16 and 25 have been focusing on getting fit, healthy, and improving their overall well-being.  The staff marketing this product have noticed this and used it to their advantage. Social media has been the main source for marketing as Facebook, twitter and Instagram are the best and quickest ways of reaching out to their target audience.

There are thousands of Juice Plus representatives working on-line to promote the product and share their experiences and progress with the world. Whilst focusing on the potential consumers schema they also use sensory marketing by stimulating the audiences visual, taste and hearing senses throughout the promotions. They firstly do this by posting motivational videos of eating plans, exercise routines and inspiring messages to encourage people to either carry on buying the product or to start the journey to improving their health. Taste and visuals are focused on a lot throughout the marketing as representatives post photos of healthy and nutritious meals and shakes, aiming to encourage people to eat healthier along side their Juice Plus programme. Consumers will then see an improvement in their weight loss resulting in them continuing to purchase the product.

Priming is a process that adds layers to the marketing material to keep the consumers interested long enough so that they are 'hooked' to the product and make a purchase. Juice Plus is extremely consistent with this method as not only do they advertise straight from the company to the public, they ensure their representatives update social networking sites daily and sometimes even hourly promoting how well their consumers are doing and how well the representatives are doing themselves. It has become almost impossible to scroll down Facebook and not see a post about the product.

It is clear the company has been successful with the amount of people on-line using the product and seeing fantastic results. I believe not only from a marketing perspective but also from a personal perspective that the techniques used have been a success because I personally have purchased this product after seeing the constant inspiration and encouragement on social media. The only weaknesses is that the product is mainly aimed at younger people, however with the benefits of Juice Plus for overall health it should be targeted more broadly so that everyone has the equal opportunity to hear about this product. Also all Juice Plus products are only for sale on-line therefore people who do not have access to the internet are not able to purchase this product. 



This rating has been chosen as it is clear the marketing techniques have been successful however as it did not result in me personally purchasing the product it does not deserve five stars. 

Experiential Marketing of the English Defence League's Protest Against Militant Islam

English Defence League's protest

against militant Islam

Bobbie Atkinson October 2015
The English Defence League members were extremely passionate about their beliefs, and showed this using vision as a sensory marketing technique. This came across very strong as they were showing angry facial expressions, holding large banners with the English Flag on and using their bodies in an aggressive manner against the locals of Scarborough. They brought a lot of attention to themselves as they wanted however it came across in a very negative way. 

On Saturday the 17th of October the EDL political party brought themselves to Scarborough, to discriminate against the none English citizens. They did this through a street protest in hope of converting the opinions of the English locals in Scarborough. 

This is an example of experiential marketing as the protesters used many marketing techniques when trying to promote their party. It was clear throughout the protest that sensory marketing was used. Vision and hearing were the main senses focused on, they were used in a way that the consumers so to speak would have noticed straight away.

Hearing was the other main sense used throughout the protest, this was because of the amount of shouting and discriminative language used. The EDL group used intensity of a way of trying to get people to adapt to their opinions, instead of calmly sharing them. Instead they decided to abuse, attack, shout and offend anyone that had a different opinion to theirs. 

This is an example of bad marketing as instead of promoting their group in a positive way, they offended most people in Scarborough. The protest also resulted in most of the English Defence League getting arrested and the others forced out of Scarborough by the locals. This example shows that intensity is not always the best way to try adapt people to your way of thinking, especially if it offends people in the process.  

Here is a link showing a demo posted to the EDL Facebook page from the protest in Scarborough:

https://www.facebook.com/EnglishDefenceLeagueLincolnshireDivision/videos/910689965685411/

This rating has been chosen as despite the senses being stimulated and people's attention being caught the protest did not change anyone's opinion and only had negative results.