Tiffany & Co and Cartier Advertising Campaigns
Section 1: Branding
Tiffany & Co. and Cartier are the two most prominent jewelers across the world as they are well known for their status and luxury appeal that accompany their products. Advertising plays a very critical role in establishing the company brands in a competitive industry. However, the manner in which every brand is marketed to the target audience is quite different for every brand. One of the most outstanding advertising campaigns employed by Tiffany & Co. is the use of color. This is one the most vital non-verbal form of communication that can be used by advertising and marketing professionals. Peoples’ minds are programmed to respond to the power of color. The subliminal messages that people gain from the power of color normally shape people’s actions, thoughts and behavior. Robin blue color that is normally associated with American based jeweler is given the nickname of Tiffany Blue. The color has been used extensively in promotional materials such as boxes and bags. The Tiffany blue boxes are normally associated with low-lighting backgrounds thus making the boxes stand out from among other boxes. The boxes are also wrapped with a bright red ribbon, which makes the boxes more attractive. The use of vivid color is very purposeful since color is normally associated with certain feelings such as love, passion, and excitement. Red color is symbolic of Christmas and the spirit of giving and as such, the company seeks to provide the best gift to its customers. Tiffany & Co. has a slogan, which states that “the perfect holiday comes wrapped in blue”.
The other campaign that Tiffany & Co uses to brand its product is the aspect of emotions of love. The company uses tools of advertisement to express affection and love thereby making jewelry appear as a universal symbol of love. Jewelers understand that everybody yearns for love and as such, they use this powerful emotional theme to appeal to the target audience and any other individual yearning for love. The company can adopt advertisement strategies involving images of holiday décor (ornaments, Christmas tree, and garland), and other intimate scenes such as babies playing with dogs as they wait for the Christmas morning. The advertisement can also include other intimate scenes such as a couple sharing a plate of meal or sharing a tender kiss. On the other hand Cartier uses a Winter Tale campaign, which involves putting the audience through a nostalgic journey directed by the company’s trademark (baby panther). Unlike Tiffany, Cartier uses a kind of packaging that displays the name of the company on the inside of the boxes. Cartier aims to direct the attention of the viewer towards the product and not the packaging. Cartier strives to make the consumer remember the product in the container and not just the boxes. The company also tries to diversify the products by creating features that attract both female and male audiences. This is different from Tiffany’s branding strategy, which only focuses on women. Carter establishes its holiday advertisements to prolong the Winter Tale Campaign and since nostalgia entices consumers, it ensures that the brand remains n the minds of everyone to an extent that even the individuals who are not interested in the product would tune into the messaging.
Section 2: Messaging
There is increasing low customer loyalty in the market due to a large number of rising retailers and as such, it is important for a company to develop a reputation of matching and mixing conspicuous brands rather than just sticking to one brand. This is the only way to pass a strategic advertisement message to the target customers. In order to eliminate customer fickleness in the market, Tiffany has introduced other high end brands into the market as well as starting online marketing and advertising campaigns aimed at reaching out to the target customers. Tiffany has also incorporated online characteristics that majorly appeal to the younger generation. Most of the wealthy potential buyers, who are middle aged, normally prefer purchasing their luxury products overseas and this means that having a local advertisement that is focused on young generation will have a great impact on the messaging strategy. However, online messaging strategy is important since it reaches out to the middle class as well as the affluent who get involved in online activities either at home or in their offices. The company has also set a strategy of exclusive distribution. This is whereby only authorized dealers can sell a particular within a specific territory. The reason as to why Tiffany has an exclusive distribution is that it is not possible to find Tiffany & Co’s jewelry being sold in another retail store or jewelry store.
Section 3: Two Campaigns: Effectiveness According to Theory
Tiffany & Co.: “A Very Tiffany Holiday”
Use of color is a powerful marketing campaign with undeniable ability to move the audience or customers. Tiffany & Co. has taken advantage of color given its appealing nature. Although Tiffany & Co. deals in sterling silver, crystal, fragrances, leather goods, china, stationery, and personal accessories, its multinational luxury jeweler is the company’s most iconic commodity sold in little blue boxes. Color has emerged as one the most effective and moving non-verbal communication campaign that is gaining popularity in advertising and marketing. The programming of human mind is such that it is sensitive to color, therefore, responding to pictorial or color communications and campaign. According to Flores and Palgrave Connect (2014), the subliminal messages and information that the audience gains from pictures and colors have the capacity to shape their actions, behavior, and thoughts. The name “Tiffany Blue” that is popular among Tiffany & Co. customers is just but a nickname for the Robin Egg Blue color often associated with the U.S based jeweler. The robin blue color was first used in 1845 on the Tiffany’s Blue Book cover and has since been extensively preferred on Tiffany’s promotional materials like bags and boxes. It is on this account that the robin blue color became Tiffany’s trademark color.
In the “A Very Tiffany Holiday,” Tiffany & Co. emphasizes on the blue boxes by using low-lighting background decorations, thus making these boxes to stand out with accompanying images and appealing coloration. The boxes have a bright red ribbon wrapped around them. The company’s choice of vivid blue and red color is attributed to the fact that color has an impact on feelings and emotions such as love, passion, and excitement. In an effort to protect its famous color, Tiffany & Co. trademarked this blue color, hence permanently branding the company’s master symbol in the hearts of its customers. According to Flores and Palgrave Connect (2014), if wisely used, master symbols are commonly associated with emotions and power to stimulate and move large-scale mass actions. The most outstanding and powerful emotional appeals that is associated with color is love. Tiffany & Co. among other jewelers position their jewelry products through color advertising as a tool of expressing affection and emotional appeal, hence the establishment of jewelry products as the universal love symbol.
Gilman (2008) asserts that advertising packages promotional pieces of information that make them attract large number of audience who attend to advert. On the other hand, the promotional messages conveyed by adverts attract interests from people with little interest in such emotional campaigns. It is this power of advertisement that companies like Tiffany & Co. opts to promote their luxurious jewelry products and personal accessories by color advertising. Tiffany & Co., among other jewelers deeply understand the role of love in emotional campaigns given the power of love in emotional issues. Advertisers also use love concept in their adverts to appeal to their audience. Although the message in the adverts can be passed by infinite stimulus carriers, musical, spoken, pictorial, and written mediums are the most popular. Tiffany & Co. in its recent adverts, present color and emotional stimuli that is consistent with the Gardner’s visual/spatial, musical, and interpersonal intelligences. One of such emotion stimulating adverts is the “The Christmas Waltz”, which is a holiday music accompanied by images such as holiday décor (including ornaments, garland, stockings hung, Christmas trees, and mistletoe).
The AIDA Model of Advertising Persuasion
AODA model give preference to customers interest, desire action and attention. For the company to attract the customers and appeal to their emotional feelings, their attention should be capture to determine how emotionally they feel towards the product (Behm, 2009). This can be achieved through advert with the celebrity that have been using the company product and how thy emotionally feel towards it for instance showing how the celebrity fits when he or she puts on the jewelry.
After capturing the customers’ attention, then their interest should be guaranteed and protected. The company should build the customers interest and the interest should be based on emotions and love for it to appeal to customers that their purchase is second to none and they have made the right decision in buying the jewelries. The company should realize the difference between desire and interest to enable them converts their targeted customers’ interest to a strong desire by offering what appeal to the emotional needs of the viewers (Behm, 2009). The advert should create a strong motivation and generate the need for buying the products even when the need is not there.
After capturing customers’ interests and desires, a decisive action should be taken to convince or enable the buyers’ make the final buy or be inquisitive to know more about the products. The action is taken to facilitate brand positioning in the minds of the customers. The company should create a strong impact by highlighting the benefits, luxuries or comfort customers will get should they purchase the company products.
Diffusion of Innovations Theory
This theory explains how innovations are taken up in a population and further indicate that innovation is an idea, object or behavior that is perceived as new by its audience. This theory offers valuable insights in the process of social change for example the qualities that make the innovations to spread importance of pee-peer conversation and network, and understanding the various needs of users segments. Diffusion sees change as being the primary drivers of evolution and reinvention of products and behavioral change hence become better fits for individuals or groups emotional needs. In this theory, it is the innovations that change and not people (Rogers, 2003).
Factors that will facilitate the penetration of innovations diffusion will depend on the relative advantage it offers to customers, compatibility with the existing values and practices, simplicity and ease of use, the trial ability of the products, and the observable results of the brand. These factors will determine the percentage adoption of products in the market.
The company should fast tract the reinvention of its product to facilitate their diffusion in the market. They should make products geared towards meeting the ever demanding needs of the luxurious customers’ in the market. The importance of peer-peer conversation will facilitates the diffusion of the products in the market since peer groups are the best agents of convincing others to buy the products. The company should designed brands for different peer groups in the society and this will help them market the luxury and other products easily since the peer have a wide network that link many customers in the market (Rogers, 2003). The company needs to segment the market and take keen interest in each market segment. Segmentation of the market will enable the branding of different products targeted for different users for example the products for the youth may be different with that of the adults hence facilitating diffusion of the brands.
Behm, J. (2009). The AIDA model – Wrong spelling in advertisements as an attention-seeking device. München: GRIN Verlag.
Flores, L., & Palgrave Connect. (2014). How to measure digital marketing: Metrics for assessing impact and designing success.
Gilman, L. (2008). HYPERLINK “http://www.indiana.edu/%7Eintell/mitheory.shtml” The Theory of Multiple Intelligences, Indiana University.
Rogers, E. M. (2003). Diffusion of innovations (5th edition). New York, NY: Free Press.
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