Btomg

I think it is a given how important it is to target your audience in the right way, with the right amount of advertising combined with critical timing over the correct platforms, it should be relatively easy to become a market leader in any business sector…in theory! You just have to be mindful of the economy, changing market perceptions and competition.

It is so easy for a company to under promote its brand by not exploring the right advertising channels, resulting in a poor return in terms of sales versus the amount spent on marketing and advertising. About as easy as it is for companies to throw huge budgets into marketing strategies and over promote something without successfully targeting the right audience. It is imperative to get the balance right! We can get so used to seeing something, that it no longer becomes recognizable – I’m sure all you UK motorway drivers have noticed an Eddie Stobart lorry at some point in your life – but I guarantee you don’t notice them as much anymore. This isn’t because there are less of them to spot on the road, but because our eyes are now immune to the racing green transporters, only noticing them when ‘Clean Me’ has been left on the back doors!

The children’s brand ‘Moshi Monsters’ has gone about generating its brand loyalty in a very successful way by rolling the brand identity over a number of different platforms when the time has been right over a number of years, becoming “…one of the most well-known and loved children’s brands of recent times…” (Sarah Sibley, Marketing Director at Bazooka Candy Brand). Initially Moshi Monsters was set up as a social networking site for youngsters, almost like a mini Facebook, where users can adopt and care for fictional pet monsters. The game was developed in 2007 by Mind Candy, and by June 2011, it was announced that Moshi Monsters had 50 Million users. The success of the site has turned the brand into that all important cash cow status, providing a springboard to launch a variety of physical Moshi merchandise such as toys, books, magazines and trading cards to penetrate further into the market. Now the clean crisp vector graphics of the Moshi Monster identity can be seen not only on a computer screen, but everywhere else as well! They are now penetrating the confectionary market by launching Moshi Monster Fruity Yummy Gummies!!

So, the conclusion to this blog is that you can’t create loyalty for your brand solely by overloading a market place with imagery, products and promotions, nor can you create enough interest in just having the basics on display. You really have to analyse your target market in depth, and the economy also and come up with a strategy that best suits your projections and budget. It’s all about building that brand loyalty in the correct way – quite often this can come when you least expect it! The Moshi Monsters creators have been quite lucky as I doubt no-one would have projected the success of the online social networking platform. What they have done well is capitalize on brand extensions when the time is right. The marketing for the brand (so far) has been exceptional. I wonder if this means that more companies will adapt and explore other business sectors to generate more brand awareness…Chocolate Angry Birds?

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