4 things marketers can learn from Willy Wonka- ‘The Marketing Legend’

Charlie and the Chocolate Factory (starring Johnny Depp, obviously) has always been one of my favourite films- such a child at heart!!

 

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This version was released when I was nine. I would have been sitting in front of the TV drooling over all the delicious chocolate and sweets, desperately wanting little Charlie Bucket to find the last golden ticket. Twelve years on, I’m not afraid to say I still love the film however I am watching it from a PR and marketing perspective… yes, my Saturday nights are exciting!

This is totally my own opinion, after all I’m only a final year student, I’m an amateur but from my placement year working in a marketing department I think businesses could learn a thing or two from this fictional character.

  1. Being the best

Aside from the catchy songs that I sing along to, every decision Willy Wonka makes shows us that he’s entirely focused around being the best. As the saying goes ‘businesses should “be the cheapest or be the best”.  With all the success Willy Wonka has he still recognises the need for cheaper products e.g. when he creates high-quality Everlasting Gobstoppers specifically “for children with very little pocket money”, transmitting a chocolate bar by television, and a stick of gum that tastes like a three-course meal. He makes sure that he is front-page news; fame is at the heart of what he is trying to do and he wants the promotion to be talked about, shared and trending.

  1. Competition is fierce

 

He closed the gates of his factory for good merely because competitors kept stealing his recipes, this as a result shows us just how advanced he was in his thinking in comparison to his competitors.  Now, I wouldn’t say that it’s a good idea to close up shop just because you have competitors but this is why we have creative marketing strategies, to make us ‘stand out from the crowd.’ The lesson from Willy is that if you do not have a plan for improving your current products or services and developing the next game changer in your industry, your competitors probably will.

  1. Re-opening and the media

A great creative idea will always capture the imagination of the media and echo with the audiences. What other way to do this than to hold a good old competition. In the world of social media today we see competitions for winning literally EVERYTHING from TV’s to Holidays to a huge makeup give away and the thing is, does anyone ever actually win the prizes? Is it a tactic to gain more followers and raise more brand awareness on particular social media platforms? Surely someone is going to catch on to this! The beauty Willy Wonka’s competition was that he didn’t really need his target audience to do anything, except buy as many chocolate bars as they wished to find the golden ticket, then again for any child this would be a dream, so it’s no chore!

He relied on the media like newspapers, television news and brochures. As soon as the word got out people of all ages were delving through stores in search for one of the five select Wonka bars, sales went up and profits surged!

  1. The Golden Ticket

Considering the fact that no member of the general public had ever stepped foot inside the chocolate factory, limiting the number of tickets to 5 meant that Willy Wonka automatically created a demand and major FOMO (the fear of missing out) in winning a golden ticket, it nearly becomes feverish. It created a buzz and had got everyone around the world talking about it. It was as if it was something that money couldn’t buy, you just had to believe in hope!

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As I said, Willy Wonka and his marketing strategy are fiction and not everything he does works in the real world. I mean, if companies could hire Oompa Loompa’s instead of people we would all be in trouble! However I think this is a fun way of looking at the opportunities for marketing and improving performance!

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CHOCOLATE DOES! Go on, have that chocolate that I have been tempting you with this whole post.

Laura Duffy is a final year Public Relations Student at Ulster University. She can be contacted on Instagram @laura_duffyy and on Linkedin: https://www.linkedin.com/in/laura-duffy-8803b7105/ 

Road Tripping the West Coast of California

Travelling the West Coast of California was the most incredible experience I have had to date and I’m excited to share it all with you in the hope that it is on your bucket list by the time you finish reading this post.

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First things first, when booking flights, accommodation and car hire set yourself a budget in advance and this will make it much easier to manage and save your money.

TIP: Book all accommodation through booking.com (cancellation up to 24 hours), look out for car hire deals on Rentalcars.com on a daily basis (if you are under 25 it will be more expensive), luckily, we got a deal which included the young driver fee.

On 28 August, we arrived in beautiful San Francisco or ‘Fog City’ as some prefer to call it, where you are surrounded by stunning architecture, parks, VERY steep streets and the gorgeous bay area.

 Three of my favourite days in San Francisco

  1. Hop-on-hop-off tour bus, I know what you’re thinking… tourist central, but it is honestly the best way to see the city and after all, you are a tourist!
  2. The Alcatraz Tour, this will take up most of the day and is worth every penny
  3. Fisherman’s Wharf and Pier 39 are beautiful areas to walk, eat and people watch

TIP: 5-7 days is enough time to explore the city, bring comfortable footwear, it is chilly so bring jeans and a jacket and I assure you, this is the only time you will need this attire on your trip!

During our time in San Francisco we allowed 2 days to travel to Yosemite National Park, where we reserved a camp space ($18) 5 months in advance. Yosemite gave us the full camping experience, from cooking dinner & breakfast on a campfire to having zero phone signal.

TIP: Hike to Nevada Falls, it was unbelievable. The route is ranked ‘difficult’ but is definitely doable and took us 4.5 hours.

 

 

Back in San Francisco, we picked up our little blue racer and headed for Highway 1, not before Cathal almost drove into the side of Walmart, the sound of the American woman’s voice is still ringing in my ears ‘WATCH WHERE YOU’RE GOING, DUMBASS.’

Our next stop was Avenue Inn and Suites in San Luis Obispo (SLO), a small ‘student’ sort of town, although we didn’t get to a sorority party it was the cutest town EVER. A one night stay was perfect!

TIP: Stop in Monterey on the way down for lunch at any restaurant on the pier. In SLO look out for ‘Bubble-gum Alley’ it is disgustingly cool.

Next up was Santa Barbara, the quirkiest town with beautiful houses, cobbled streets, unique shops and restaurants all within walking distance from our accommodation, the Orange Tree Inn.

TIP: There is a handy bus stop every 200 metres down the strip, the open bus comes every 10 mins, this will take you to the beach for ($1.50).

Hi View Inn & Suites in Manhattan Beach was by far the best accommodation of the whole trip. We chose to stay just outside LA and used Uber which was cheap and cheerful. Manhattan Beach is a relaxing area with very few tourists which we loved!

TIPS: Stop in Santa Monica before you reach Manhattan Beach, hire bikes and cycle the boardwalk to Venice Beach it is SO much fun!

Hike to the Hollywood sign, it takes about 2 hours and you will get amazing views of LA.

Visit Rodeo Drive, the more luxurious side of LA with a strip of designer shops.

Finally, have a coffee break at Alfred’s Coffee House (490 N Beverly Dr, Beverly Hills, CA 90210, USA).

 

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San Clemente was our second last stop, this was really only to ‘rest our heads’ for one night. There isn’t much to do here except chill on the gorgeous beach which is walking distance from San Clemente Inn.

TIPS: Stop off at Laguna Beach before you reach San Clemente, parking is cheap, it is a beautiful place to have lunch and a walk around the town.

In San Clemente, dine at The Fisherman’s Restaurant and Bar with the sound of the waves crashing right below you.

Last but certainly not least of our West Coast (‘best coast’) experience was San Diego. We stayed in the amazing Kings Inn, it is 10 minutes out of the city centre but easily accessed from Highway 1, driving into the city was super easy (says me in the passenger seat) but Cathal agreed! It was comfortable, spacious and had a great pool and Jacuzzi.

TIP: Visit the zoo (we are children at heart), it is the rated the No.1 in the world and I couldn’t agree more!

Pay a visit to Fashion Valley outlet shopping mall for all the best deals

Dock the boat from downtown San Diego to Coronado Island for $5 and cycle around the 84.6km island, the 15-minute boat ride provides breath-taking views of San Diego’s skyline.

I mean… you can’t fly all the way to the states and not pay a visit to the big apple. New York was our very last stop before heading back to Dublin.

TIP: The trusty hop-on-hop-off tour bus, in just 4 days we were able to see the city under no pressure.

Our favourite places where Brooklyn Bridge, Top of the Rock (go during the day), Central Park, 230th Roof Top Bar on 5th Avenue, 911 memorial… I guess all of it was pretty amazing but those are the ‘must-dos’

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GENERAL ‘MUST KNOWS’ FOR THIS TRIP:

  •  All accommodation SO easily accessed from Highway 1
  • Do not pay extra for a GPS from the car hire company, your iPhone is just as good
  • You’ll notice that there isn’t much negativity in this post, that is genuinely because everywhere we visited and stayed was amazing
  • If I have been successful in inspiring you to book a trip to palm tree paradise & spectacular New York City, I hope you enjoy every minute of it!

 

Laura Duffy is a final year Public Relations Student at Ulster University. She can be contacted on Instagram @laura_duffyy and on Linkedin: https://www.linkedin.com/in/laura-duffy-8803b7105/ 

If we’re not obsessing over Zara’s new season, we’re talking about its ongoing controversies!

A message, or you could say, a cry for help has been secretly spread about seeking support for a campaign for better labour standards from third-party factory workers for the high street fashion brand Zara. They work for Bravo Tekstil in Istanbul, who work for one of the largest fashion retailers, Inditex who is Zara’s parent company along with Next and Mango.

Bravo Tekstil reportedly shut down overnight, leaving employees with no work and three months owed wages. According to the workers, the idea is to pressure Zara to pay them the wages they are owed.

How on earth have they been able to reach so many customers in Istanbul and now globally without anyone knowing!?

Believe it or not… through notes that have been slipped into the pockets of garments and that have even been stitched onto the clothes themselves as a label!

One of the messages said:  “I made this item you are going to buy, but I didn’t get paid for it.”  

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Now, can you think of a note that makes you feel any guiltier?

The way in which the employees have grabbed attention, I think, is extremely clever, (although ‘clever’ may not have been on their agenda and it was done out of pure desperation) to beg consumers directly, pulling on their heart strings rather than fight with the company itself was an ingenious way to get their voices heard.

What is really disgraceful is that Zara has previously been accused of using slave labour to make their clothes. Zara’s founder, Amancio Ortega, recently overtook Bill Gates to become the richest man in the world! The least he could do is pay his workers the fair amount or as some employees have protested ‘give us our basic rights!’

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Being a lover of fashion, I follow various social media fashion accounts. This recent fast fashion disaster has been all over my newsfeed in the last few days, the likes of Harper’s Bazaar fashion magazine Facebook page has shared the article and wrote ‘This is shocking!’ Individuals have shed light on the situation with comments ‘this is exactly why I detest fast fashion, these unethical practices continue to plague Inditex, the leader in fast fashion.’

Labour Rights Forum also hopped on the bandwagon and pleaded their twitter followers to sign the petition that currently has 20,336 signatures.

A spokesperson for Inditex stated that a hardship fund for the workers affected by the unexpected disappearance of the Bravo factory’s owner.

“This hardship fund would cover unpaid wages, notice indemnity, unused vacation and severance payments of workers that were employed at the time of the sudden shutdown of their factory in July 2016. 

“We are committed to finding a swift solution for all of those impacted. “

I have tried to put myself into the shoes of those customers who found a note, my heart would have sunk, I would have genuinely put the item down and walked out of the store. If the item was already bought I would have returned it without a doubt.

However, considering 50% of my wardrobe comes from Zara, I feel awful that these items could have possibly been made from unpaid and ill-treated employees.

A public relations and ethical disaster, Zara have a huge mess to clean up.

Yet, they are not the only ones guilty of this, public relations and business code of conduct is a global matter for major businesses now and disasters like this could potentially lead to the exposure of other companies exploiting workers.

I have signed the petition, why don’t you?

https://www.change.org/p/justiceforbravoworkers

 

Laura Duffy is a final year BSc in Public Relations student at Ulster University, Jordanstown. You can find her on Instagram @laura_duffyy and LinkedIn @lauraduffy