Whether it’s keeping up with trends or creating them, advertisers are staying active, with a few examples highlighted below.
Fads
Borrowing a leaf from the thriller Netflix series ‘La Casa de Papel’,a Spanish confectionery brand Chupa Chups marketed its Black Friday Sale using the Dali mask, which was recently popularised through its association with the show. The series took viewers by storm and has attracted affinity marketing strategies. While the show aired its final season on 3rd December 2021, avid marketers already had products in store ahead of the release date (See image below, Rhêmes-Notre-Dame Italy). While it’s expected that the series will still attract viewers for some time, it’s likely that active marketing using the Dali Mask will soon fade as other shows and newer trends emerge.
QR Codes
In modern advertising, simplicity is something to note as organizations become more comfortable with the use of QR codes, accompanied by short messages. Both large and small organizations have employed its use. See examples below (Image on the left, UBS Global, Remetschwil Switzerland. Image on the right, Eis Finanzplaz, Luxembourg Luxembourg).
In some cases, the websites associated with the QR codes provide information that may otherwise not be placed on a typical poster. For instance, this code (see image below, bottom left of the picture) at the St Petri-Dom leads to an official website by the Bremen tourist office that provides information on eight other sites one can visit in addition to this one. The second code (bottom right of the picture) leads to a Wikipedia site that provides more information about the St Petri-Dom, Bremen Germany. Go ahead and scan it on any internet connected device. (To scan a QR code you may use your phone camera or connect to a QR-reader App). The use of QR codes is also an easy way to reduce reliance on paper/brochures as information is available digitally.
Though QR codes have not yet achieved ubiquity (widespread use) they have replaced words altogether in some instances. See examples below (Image on the left, Bath and Body Works, Amsterdam the Netherlands. Image on the right, Globus, Basel Switzerland). Notice that the QR codes that are unaccompanied by explanations/words are used at the point of purchase and not in remote marketing locations.
Value-based Ads
It may seem counter intuitive for an organization selling clothes to rally consumers against buying new items but this is the case for Lët’z Refashion Luxembourg (see image below).
This mode of cause marketing is especially popular for brands targeting Gen Z consumers. In their book ‘Marketing to Gen Z’, Angie Read and Jeff Fromm highlight three questions an organization can ask to help themselves build a proof of purpose that resonates with this generation.
- How is your brand committed to making the world a better place?
- How is your brand aligned with the core values and ideals of young consumers?
- Is your brand a force for good?
While these are relevant questions to ask when employing a value-based approach, one must be keen to ensure their brand retains authenticity and can truly resonate with a particular cause, otherwise your target audience will see right through the marketing gimmick.
Status-quo
Recognizing the present economic situation, this Italian retail store chain targets customers by promising to lower the prices of their products when the cost of living goes up (see image below, Esselunga, Milano Italy). This is an example of an instance where the actual product receives little mention but the focus is on the individual and how to better their state given external circumstances. Such ads would be targeted at customers who are familiar with the store’s products.
Final thoughts:
In this article I’ve highlighted what stood out for me in terms of marketing techniques in different regions in Europe. From passing-trends to modern modes of marketing using QR codes, marketers are adapting to the fast-changing nature of society and consumer behavior. An upsurge of value-based ads, both online and offline shows an awareness of consumer values in the marketplace. Certainly, in different instances, price and availability still determine purchase behavior therefore a blend of various criteria remains evident. While mobile penetration may limit the disposition towards QR codes in other regions, it is worth recognizing that more organizations are adopting their use. In the end, at the heart of any sale remains the question ‘What is your product, and how does it add value to me?’