I am not 100% a pizza lover. For me, pizza is a simple and quick solution to solve my hunger issues within short time and these are the main reasons I love it. So, what is the insight for a pizza lover? A delicious pizza, easy order, and fast delivery are all necessary. Maybe one more thing matters as well. That is personalized service experience which helps to enhance the customer loyalty because of human nature. People always love something unique!

Clearly understood those insights, Red Tomato Pizza launched an innovation which combined a simple technology and mobile device to create a new customer experience!

Background: 

Red Tomato Pizza is a neighborhood food chain in Dubai. Home delivery is popular but also hard to execute because of more than 200 nationalities in a city. Even though some competitors tried to fix this issue via mobile apps, the process in apps was still not simple enough to fully satisfy customer need.

Offering:

innovative one-touch pizza ordering device to loyal customers

1.Easy to set up

-Set up magnet with mobile via Bluetooth

-Press button to order

-Automatically update pizza flavor preference

2.Easy to use

-Click the button

-Receive a message to confirm

-Send message to confirm order

-A Delicious pizza comes!

3.Right order placement

-No language issue to misplace the order

4.Predicable delivery

-Show the required time to delivery

5.Works for all kinds of phones, not only smart phones!

Strategy: 

1. Exclusive to loyalty customers to create the uniqueness

2. Two-tiers youtube videos to create online buzz

The reasons I like this campaign

1. A simple technology, just Bluetooth, to provide a simple solution for customer unmet needs

2. Created exclusiveness to loyal customers and at the same time provide opportunities to everyone who has a phone

3. Deliver a new service experience to customers and engage with existing current customers

4. Full of future potential usage

-Add location-based function into device or apps. For customers with smartphone, they can order anytime and anywhere. For customers with traditional cell phone, they can still order whenever at home.

-Design magnets of different flavours with different styles for people to collect.

-Easy to collect and analyze customer data for flavor development, promotion, and CRM usage.

The video:

http://204.42.145.61/Awards/2012/VIPFridgeMagnet/

The campaign:

http://204.42.145.61/Awards/2012/VIPFridgeMagnet/Details.html

Resource:

http://www.canneslions.com/work/2012/mobile/entry.cfm?entryid=8621&award=2

http://www.redtomato.biz/

http://digitalmarketingnerd.com/vip-fridge-magnet/

http://www.marketingsherpa.com/content/?q=node/5410

PARKING DOUCHE by THE VILLAGE.
One of the gold winners at Cannes Lions 2012

A simple solution to satisfy people’s unmet need.

It sounds very attractive, doesn’t it?

Before answering the question, let’s clarify the definition for each term.

1. Web marketing: A kind of marketing with web as platform. The web is an information-assessing model using HTTP to transmit data.

2. Internet marketing: A kind of marketing with a real-time internet connection as a requirement. Internet marketing is different from web marketing because of the broadness of the internet. The internet means networks of networks, no matter what kinds of models, such as HTTP, SMTP, and FTP.

3. Digital marketing: The kind of marketing uses digital media to deliver message to target, regardless of whether they are online or not. Since the internet relies on digital device to communicate message, digital marketing is even broader than internet marketing.

Based on the definition above, what is happening now is more about digital marketing even though most of ideas require access to the internet. For example, in mobile marketing, it requires internet connection for some apps and at the same time, does not need any internet connection for sending txt message. For me, the internet marketing sounds more like one part of integrated marketing simple because the internet is one kind of channels to touch customers. However, the digital marketing itself means a new point of view to integrate all channels which require digital signals, especially the internet, and try to leverage networking effect among each other. Through this way, a marketer can simply have two ways to think about how to connect with customers. One is traditional media, which focus more on one-way message delivery with higher cost in general. The other is digital media, including paid and un-paid ones, which emphasize more on customers’ feedback and two-way interactive communication.

Which one will dominate the future? I would say that it would still be digital marketing but it can be seen increasing importance of internet connection exists in it. Several reasons account for this situation. People nowadays keep deeper and deeper relationship within the internet. Increasing time people spend on the internet and growing numbers of website or apps on the internet are examples of this phenomenon. Besides, the cost for people to access the internet is almost zero since it has become a must in daily life. And, the internet is the best platform to leverage or maximize networking effect which is absolutely one of the purposes in any marketing campaigns. Therefore, I believe that in the future, digital devices will all include internet connection as a necessary and marketer will take advantage of this to further maximize the effectiveness, efficiency, and profitability of campaigns.

“Don’t make me think” was written to those who may know a little or even nothing about web design. The purpose is not to teach people how to design a web page but to introduce several basic principles to evaluate and improve web designs. In response to this objective, it was not hard to guess the style in this book- fun and easy to understand! It was written with simple and easy words as well as lots of examples for better understanding, which responded well with the book title, “Don’t make me think”!

The first part of the book was used to set up “true” understanding about people’s web using behaviours and treat them as basic principles for web design. Web using behaviours share some similarity with newspaper reading. People ask for something self-explanatory and are always not so rational. That means people always scan message, choose the first reasonable option, and muddle through the web. Besides, because of people’s customs, several basic components should be included into web design, such as visual hierarchy, defined area, clickable layout, and reduced message itself and background noise.

The second part was about detailed principles for navigation and home page. For navigation, it should include brand logo, page name, and indication of “you are here”. For home page, four questions should be answered so as to make sure it succeed, what is it, what do they have here, what can I do here, and why should I be here. Since home page is for everyone who has chance to browse it, the identification should be clear, including logo, brand name, and brief mission of the company. After providing some guidelines, the author introduced some methods to improve and validate the design. Usability testing should be included during the initiation stage of the design. Three to four persons are enough to provide valuable feedbacks and a comparable design, for example current competitors, must be chosen for better comparison. Finally, the author reminded the importance of accessibility since it did not mean anything if a web cannot be successfully assessed.

Throughout the book, the easy and simple way to introduce web design was the most salient strength, which fitted well with the author’s objective. Plenty of examples of current companies also benefited readers to put those general principles into practice. For example, the author usually had two web pages to ask reader to provide recommendations. And he provided some thoughts and reason behind for readers to think through. For example, at the end of chapter 7, the author discussed his recommendation for eTour home page and provided three versions to compare. Meanwhile, he also listed the revised version by the company itself. Through this practice, it can be seen what is different logic behind web design and what is the right way to judge a web design. Therefore, it can be reasonable to conclude that this book is a good guild book for outsiders and beginners to learn to evaluate web design and the author did achieve the goal of writing this book.

Without doubt, it was full of fun in reading this book. The reading experience was great and did provide useful takeaways for readers. However, in my point of view, some improvement can make this book even better.

1. Provide more perfect design examples and analyze the whole logic to demonstrate why it is so good so as to make readers review all concepts in one example.

 2. Include the influence which was caused by new emerging trends on Internet.

2.1 Social media

With the popularity of social media, facebook in particular, almost every company starts to create its company page on facebook. Is there any difference in terms of design consideration and evaluation criteria with traditional home page? How?

2.2 Web 3.0

Web 3.0 is a popular word on Internet for these years, probably because it is predicted to include one important characteristic-interactive to readers, which is the key focus to improve in current design. How can it be judged? Is there any different guideline to design and judge? How? Why?

Web design is an area which changes rapidly because of new technology and new demand. It also plays an important and replaceable role in delivering and gathering information. Thus, learning how to judge and improve a web design is so necessary for people nowadays. With continuous updates, “Don’t make me think” will be one of the most useful guidebooks in web design.

The truly integrated marketing is always powerful. Of course, all kinds of media should follow the same central idea.

Such a good practice for a consumer packaged product to engage with its consumers.

Good to check the link for an article about ways to evaluate a brand’s health. Not necessary to be good at all criteria, it depends on a brand’s characteristics.

http://mashable.com/2012/06/11/social-media-brand-data/