Want a Cuppa?

I don't drink tea or coffee.  I like the odd hot chocolate but, not being very healthy (or thirst quenching), I only have them as "treats".  But I just can't get over how many coffee shops are springing up everywhere!  And it has just been announced that Costa has overtaken McDonalds to become the number three food and drink chain in the UK [click here for more details].

But what has caused this increase?  Is this demand led growth (i.e. are we demanding more coffee shops to quench our thirst for premium drinks)?  Or it this growth leading to demand (i.e. because coffee shops are so convenient, do we just pop in and grab a latte to go)?

I think it is both: yes, a hot cup of coffee is nice on the way to work or to have with friends but equally, just seeing the Costa or Starbucks sign (or smelling a fresh pot) might attract you in (even if coffee wasn't on your mind at all).

However, the coffee shop owners are clever.  They first started springing up in "linger" areas such as train stations, then high footfall areas such as shopping districts.  But, the cleverest places they have entered into are in business parks and offices, where employees can grab a coffee as a "pick-me-up" or, to meet colleagues in either a social or business setting.  With their  WiFi, comfy seats and relaxed atmosphere, it is easy to see why they appeal to workers.  Additionally, and I have noticed this a lot around where I live, they are popping up in (busy) residential areas.  And they are hoaching.  People meeting socially, often mums and babies having a catch-up or retired people.  They have also become cool hang-outs for young people and students, desperate to catch-up on gossip before (or instead of!) lectures.

Strangely, it seems that coffee shops are "recession proof" - while I don't holeheartedly agree, this article does seem to suggest that people will cut back on lots of expenses, but not their daily visits to a coffee shop.

My opinion is that the coffee shop marketers have got their 4 Ps of marketing right!  
PRODUCT: good quality and range of drinks available at most shops (most now serve chilled as well as hot drinks).  And added value of  sockets, wifi and comfy seats (or stools)
PLACE: As my rambles above stated, high linger areas, high footfall areas and convenient areas close to homes and offices.
PRICE:  In my opinion, well over priced, but obviously not but most people!
PROMOTION: branding is excellent with the big chains.  Especially with their branded take-away cups.  I'm sure people carry round their cup way after they've finished the drink just because they like holding it.

My only wish is that the independent coffee shops show the same growth as the big chains.  I would hate for them to disappear under a cloud of Costa-Starbucks obsession.  In my opinion, the only way for the independents to succeed is innovation!  So, to the likes of Loopy Lornas (who operate in a very crowded, and brand loyal, market), well done!  They focus on tea (not coffee), their cakes are delicious, there is a shop selling tea cosies and other items, they offer added extras (like free nappies) and the teahouse itself is so quirky!  So please, Loopy, start doing take-aways!

No Words from Waterstones

I like books and I like reading them.  I have to admit, I don't buy many, I usually swap with friends and family or if I'm without a book, I buy from a charity shop.  But that said, I do like Waterstones and I'll be very sad if it goes down the tubes.  Although Amazon is nearly always cheaper, I do try and support Waterstones where I can.  For example, I recently searched Amazon to find Maisie goes to School and to my astonishment, it was selling at its RRP (no reduction!) so I went to Waterstones and although it had sold out in the store I was at, they reserved a copy at another store and I picked it up the next day for the same price as it would've been on Amazon (plus I didn't need to wait for it to be posted) - result!

I have just read this article announcing that Waterstones is to drop its 3 for 2 offers on books from today and instead use money off individual books.

Okay, so Waterstones need to do something if they want to survive and if the marketing chiefs say this is what to do, I would go along with it.  But what I absolutely do not get is why they refused to comment on this massive change.  I mean, they've been doing 3 for 2 for more than a decade!

A decade's worth of one particular tactic with no comment to settle the fears or to excite customers about the new tactics?  Why?  I don't understand their thinking.  Surely the best plan would be to get as much publicity and be as open as possible about the change so people got interested and maybe, I don't know, went to the shop and bought something?! 

If I were in charge of Waterstones, I would have been running a teaser campaign to get people interested in what the "big change" at Waterstones could be.  I would then do a big launch and answer journalist's quetions to give them all the information they wanted, thus getting more positive PR out of it.  Social media would also be an important aspect to make the launch go viral and to allow dialogue between customers and Waterstones.  Finally, if the budget allowed, a comprehensive advertising campaign would help tie the whole campaign together.

I hope there is a future in Waterstones but I really don't know if there is.  Only time will tell...

P.S.  If Waterstones want hire me, I'm available :-P

I say NO to the Lucozade YES Campaign

When I was at uni (not that long ago), Lucozade was put on a pedastool on the "how-to" of brand repositioning: it went from a medicinal drink to a sports drink in less than one generation.  Brilliant!

But I am not so sure about the YES Campaign...

With a £32 million campaign, they are trying to reconnect with the 18-24 demographic.  A demographic, which I happen to belong to.

The campaign has three adverts - one featuring Tinie Tempah, another with DJ Fresh (specifically for Lucozade Lite) and finally, one featuring an unsigned band called The James Cleaver Quintet doing a cover of Feeder's Buck Rogers.

Now, I don't have too much to say about Tinie Tempah's advert because although I don't particularly like him, the advert does a job.  Apart from the fact it is an energy drink that doesn't feature anything particularly energetic?!

Again, the Lucozade Lite advert with DJ Fresh has a catchy tune and features females (clearly the target audience) as well as males.  They are doing roller skating (with a bit of boarding too) which is a strange choice to me because it's not a particularly big sport but still, nothing too bad.

However, the last advert is the worst advert of the lot.  By far.  The band is unknown but are singing a famous song badly.  Apparantly, "The YES campaign is about living – it’s about passion, giving your all, not giving up and doing things your own way,"  Doing things your own way - so why sing a cover?  Why not pick a band who can write decent songs?  Plus, it's all skateboards again.  I don't get it.  By the time you're 18 (never mind 24) not that many still skateboard...or think it's particularly cool.  Personally, if I was at Grey Marketing and in charge of this campaign, I would've gone for something like an unsigned band, performing at the Pyramid Stage at Glastonbury.  It would also tie in with the energy thing - drink Lucozade when you're wanting to party all night.

So from me, the YES Campaign, is a big fat NO!  Targeting a sports drink for music listeners, OK I can get this at some level (as I said, you need energy for festivals and gigs etc) but I really don't think using skate boards and rubbish covers are the way to go.

Social Media and Childcare

So how can social media help with childcare?

I'm not meaning signing your three year old up to Twitter or even your tweenager.

No, I mean how can you use social media to help you raise or look after children?

Well, there are lots of ways - 

The most obvious avenue would be having "down time" or "time to yourself" - every parent and nanny needs some!  It helps your relax, rest and have more energy for when your are next "on duty".  Light hearted relief is readily available from blogs and funny video clips can be found with a simple search on YouTube.

But what about Facebook and Twitter?  Can they really help when it comes to child rearing?

Well what I find (being a part time nanny) is that sometimes I need inspiration of new things to do and go and this is where there is real potential.  For example, when was the last time you went to The Botanics?  Add them on FB and Twitter and they'll regularly update you with special events and ideas of what to do there and it really helps you keep long-lost attractions to the front of your mind.

It doesn't end there though, oh no, want to share photos of your little darlings?  Flickr is great!  As is FB if your friends family have that too.  For video, there is YouTube.  And remember, you can still make it private so randoms can't be watching.

Last but not least, peer reviewing is great.  Not sure about buying the latest delicate-looking toy, read reviews to see how sturdy it really is.  Been to a great child-friendly restaurant?  Let people know!!  Personally, I believe reviewing is a two-way thing - you should be prepared to review yourself if you like to read reviews.  Not about everything you buy or experience but for stuff that noone else has reviewed or if you have a particularly good or bad story to tell, tell it!  There are plenty of sites where you can review, shopping sites like Amazon as well as on blogs and discussion boards like this discussion on isofix or seatbelt fixed car seats on Netmums which can really help you make a good decision (or at least avoid a bad one!).  And it's not all about buying stuff, advice on things to do, difficult behaviour, anything you want is out there if you can find it.

Hope that was at least interesting, if not helpful,
HA