by Mimi Nicklin (@MimiNicklin) In June 2014, brands and agencies alike watched the global stage as the 61st Cannes Lions rolled out shiny gold statues to the most inspiring and creative work worldwide. I want to look at a winner of an entirely different awards ceremony: The Effies.
Tag archives: mimi nicklin
The Sell: How a cupcake can change your shopping habits
by Mimi Nicklin (@MimiNicklin) Every three months or so, I use this column as a review of existing shopper work ‘on the ground’to summarise the current state of the nation. This time, I was reminded how much I love doing this by something as simple as a cupcake painted in blue and white…
It was game day, the Currie Cup final, and the Cape was proud, excited and nervous all mixed into one. From as early as 8am, the men were dressed in Western Province shirts and the traffic lights were alive with hawkers selling, well, anything that allowed for a stripe. I, being the non-rugby-fan shopping addict that I am, chose thatmorning to grocery shop.
It is estimated that, at any one time, there are 600+ live activations (promotions, sampling, activations, offers) in most large grocery stores in South Africa and,that Saturday, Checkers Hyper was buzzing. I could barely walk for a sample, prize or tasting heading my way.
The Sell: What retailers could learn about fan creation from Lady Gaga
by Mimi Nicklin (@MimiNicklin) Globally, the rules are changing all the time and what one might have once thought were experiences to be owned by the music loom and entertainment brands are now creeping into retail. So, while it is harder for PnP that it ever would be for Lady Gaga, there are many lessons it can learn from her fan creation, brand interaction and her provision for entertainment when purchasing her ‘product’.
The Sell: The Invisible Gorilla in your shopper strategy
by Mimi Nicklin (@miminicklin) I am at the office. I know that I drove here (because it would have been impossible to walk!) but the truth is, I cannot remember the drive at all. An entire forty minute journey on auto drive. A scarily absent-minded, habitual, subconscious set of decisions that took me from A to B and achieved my set goal successfully, albeit without much conscious decision making. Not unlike the standard trip to the grocery store.