Gender issues are vividly discussed in society, they affect the lifestyle and decision-making of people, and therefore are interesting to marketers. So interesting that the very strategy of development and communication of brands depends on the issue of gender and identification.
From early childhood we are surrounded by gender stereotypes. Gender stereotypes are neither bad nor good they simply exist. Moreover, no matter how progressive a society becomes, no matter how tolerant it is, a person will always prefer brands with a bright gender. Just because he associates himself with the personality of the brand.
Understanding this, brands deliberately label their products with emotional tags. By avoiding feminist attacks, companies make women’s products tender, emotional, sociable, kind, and generally enjoyable.
At the same time, men’s goods sparkle with aggressiveness, rudeness, activity and independence. Visual codes are also used. Female products are still marked with pastel colors and pink color, the names are written in elegant fonts. Male brands are cold, dark, dynamic.
This gender visualization helps to find the right products. A simple example is this shelve inthe supermarket. The department with men’s shampoos, gels and deodorants looks completely black or dark blue. However statistically men prefere more bright colors, such visual marking has become boring. If you do not want to be boring and are interested in unique and effective marketing campaign, you can use services as Delivra and bring your marketing strategy to a new level.
How Skittles embraced a YouTube superfan
Skittles candy was ahead of the curve incourting brand ambassadors when it inked a deal in 2012 with new spokesman Nathan Barnatt. Barnatt had gained a following on YouTube playing wacky characters, and when Skittles announced its YouTube vendingmachine contest in 2011, Barnatt made a promotional video starring his character Trale Lewous. His popular video won the contest — and the vending machine. Skittles subsequently sent Barnatt a candy-coveredboom box and asked him to feature it in a YouTube video. He did, and the clip hasearned more than 2.27 million views.
Offering something in return
Starbucks launched an ingenious contest in 2014, asking users to draw their own art on a Starbuck’s white cup and submit an image of their artwork via social media. The winning design would be featured on reusable cups sold in stores.
Starbucks was able to greatly expand its reach on social media because of this campaign, and it also collected nearly 4,000 images that it could use in marketing and advertising materials.
The appeal of this campaign for fans was the opportunity to be recognized — and one year later, the winner reported her art business had really taken off, thanks to the publicity from the Starbucks contest. Offering people something in return for their contribution is a must, if you want people to participate.
Sorting out legal details
Before soliciting videos, images or other content from the public, get some legal advice about how to create a terms of service agreement that spells out who owns the content and how it may be used. Most agreements of this nature specify that the users own the content, but that upon submission, a brand has unlimited license to the content and may feature it in marketing and promotional materials.