People have thousands of ways to relax, for me, museum is my first choice. To make it clear, I am not a geek, well... I think I am not... I do have passion about every details in my favorite museums, but I don't recognize myself as a geek. I love museums, they inspirit and aspirate me. When I was in museum, I felt that I am a small creature, but I know why human is human and how great a small creature can make a difference.
1. The Getty Center
Getty Center locates in Los Angelas, California. Getty museum was originally J Paul Getty's house collection. After he died in 1976, his collection turned over to Getty Trust for museum purpose.
Getty center is not only famous of the precious collections but also the architecture. White tune building shining in the L.A.'s sunlight. Lower level garden surrounds museum, Getty center is the paradises of both human's art and nature's art.
I went to Getty in 2014 Spring, time is pretty tight, I only went to West Pavilion, where exhibited Vincent van Gogh's Irises. Cloude Monet, Sunrise. All of them are genuine not a copy! I love Monet's paintings a lot. I love the different view the pairing presents when seeing in various locations. The color is deep and transparent.
Anyway, if I go to L.A again in future, I will definitely revisit Getty Center.
2. Smithsonian National Museum of Natural History
Smithsonian Institute has 19 museums in Washington, 11 of them on the national mall. I have been to Washington for twice, and visited Natural History Museum for twice. It was so fun! As the name, this museum tells the history of nature based on human findings. The museum have two stories exhibition rooms. The first floor provide a broad pictures of what is mammal, how animals evolution, from Ocean to land, then some groups back to ocean, and some remains on the land. The second floor exhibit detail sciences or specific animal groups, I love Bones part and Live Insect Zoo. It was so interesting, all the bones are real in museum, as little as tadpole, as large as whale.
I did not take enough pictures there since I was learning then.
Another favorite part is Insect Zoo, where a lot alive insects are exhibited, I love the bees' home so much, museum uses a tube for Bees transfer from home to outside, visitors can see clearly how bees work without sacrificing bees natural life.
3. National museum of American History
This is another Smithsonian museum on national mall, she is classical and eternal, tells story about who is American, and how she grows.
During the past two weeks, I continued to monitor Kiehl's 1851this charming old lady, from last report and on class presentation, I found that to energize local target audience is something Kiehl's need to do right away. New Campaign
In past weeks, Kiehl's launched new limited time holiday edition teamed up with contemporary artist Kenny Scharf.
This campaign committed that Kiehl's would give all the net profit up $200,000 from world wide of this limited edition to support children charity around world. Creme de Corps Gift Set
Objective, creme de corps is a very long history and famous product of Kiehl's, people use it for more than 4 decades, so for product itself, this campaign has a good beginning, that is high quality product. And this times' brought back can make people fell excited.
The following is customer's comments on this products, clearly it is a good products.
Subjective, this campaign keeps Kiehl's good tradition-- making for better citizens, better firms and better communities, care about children's wellbeing. And also with partner the contemporary artist Kenny Scharf's new bottle design, and the limitation of time, Creme de corps set can draw a lot of attention I. How Kiehl's market this new campaign by using of social media
Website page
This Campaign was highlighted a lot,
the Creme de Corps set with Kenny Scharf's design in limited time, pretty clear.
Youtube Channel
Kiehl's put the new campaign's video on the Youtube, while I do not think Youtube helped Kiehl's a lot.
Youtube Page
They put video on Oct. 31st, however, until November 6th, there are only 42 viewers.
This means they did not fully use youtube, this great channel to broadcast their products.
Facebook Page
I can not find any information about the 2012 holiday collection.
and no link to Twitter page.
No star
Suggestion: 1. update as same pace as official website.
2. Bridge social media together
findings:
1. Kiehl's usually take 3-4 hours to reply customer's common and positive questions.
2. There are some comments have not been replied more than 7 hours.
Twitter Page
Same thing happens in twitter too. No any information about the 2012 holiday collection.
No link to Facebook page.
No star
Suggestion: Same as Facebook
Wordpress blog page
No any information about this new campaign, but on Blog page, it is easily to find out links to Facebook and Twitter. One Star
Suggestions: 1.Updated as quickly as possible.
2. Make your blog a place customers can talk and sharing experience.
II. Data from Social Media Monitor Tools
Social Mention
From Oct. 30, to November 1st, strength soared from 0% to 21%. and passion is also very high in these days, Mainly due to the new campaign.
But how to keep this enthusiasm for kiehl's is very important.
This is the data of Kiehl's on Nov. 14th.
The increasing in the strength really become a fad.
2. Google Trends
From left chart clearly see that the interest was upward after Nov. 2.
From Nov. 4, the interest has go downwards, from 100 the hightest point to around 80.
3. Ice Rocket
From Ice Rocket tends, we can see people's enthusiasm reached highest at the beginning of Nov. but now the interest decreased a lot! III. Suggestions for Kiehl's
1 Connect with customers. Problems: Social Media did not updated, the connection between newest campaign and customers has been cut off. Solution: a. Make fully use of different social media, people may not that easy to think of search to your official website, however, all most all people have facebook, twitter account, make your social media page looks updated, useful, and interesting.
b. Kiehl's has 135,161 fans of Facebook and 29,589 followers on Twitter. Why not use these source to advertise yourself. I can not find Kiehl's Facebook link on Twitter page, and also can not find twitter link on Kiehl's Facebook page. You lose chance of self promoting.
c. Make Friends with your customers, reply their comments, even it is just an expression of thanks would show your care of customers. We all knows that good friends always comment our Facebook comments, because we care about each other, especially in this word of mouth marketing, small but warm action can be more important than direct advertisement for your customers
2. Make your social media pages become a skin care community Problem: Besides Kiehl's and products no other helpful tips for customers, people may not feel your pages are useful and interesting. Solution: a. Make your skin care into a fashion, like introduce model customers using experience to other customers. How they solve their particular skin problems, besides Kiehl's what living habit they have been using to keep their skin healthy.
b. More product pictures, like the detail of the texture, give more tangible information to customers to choose.
c. Connect brand with fashion, since cosmetic and skin care are anything but fashion, I found a lot of fashion magazine talking about Kiehl's, but in Kiehl's official website and Facebook page I can not find this information
3. Energize your fans in all kinds of ways Problem: Lacking of different ways of energizing customers.
Solution: A good marketing leader may not always try to lead their customers, actually, they are more willing to be lead by their customers, since that is the guarantee from your target audience. Such as Budweiser did a great job of this by allowing fans to vote on what commercial they thought should air in the 2010 Super Bowl. Fully understand push and pull strategy would definitely helpful for your market positioning. What Kiehl's used most as marketing tool is the free sample, it is true that great product can speak itself, however, but combine multiple marketing ways to promote, to potential customers excited about the brand can release more power of free sample.
IV. Conclusion
During
the Monitor of Kiehl’s 1851, I deeply feel how important the social media works
over the whole campaign process, social media is crucial when launch a
campaign, because this is the fastest and most direct way to target audience.
During the campaign, organization can monitor the whole campaign process, make
changes when the direction seems out of track. After campaign, organization can
evaluate the campaign result and lasting by using social media.
For
today’s company good reputation is the warm heart, interact with groundswell
and always energize them are the ways to make your audience always believe you
can provide what they like timely.
As a customer, I feel that selling companies sometimes failed to match my needs with their products. Why? Because I never fell that I have deeply cared by the companies. But once I have this feeling, I would definitely buy something from that companies. Why, since I feel I connected with the brands, and the brand know me.
I am a big fan of Kiehl's for a long time. Because I feel the company always can solve all my skin problems, or I say I trust this brands so much.
With the launch of the new skin series, Kiehl's provide a customer selection part, to mostly energize customers,like me
In this part, it helps customers to choose products based on skin type, weather condition, and also customer's preference.
After that the system would provide the customer with a skin plan based on Kiehl's products. Unlike telling the customers how good this plan is, The Kiehl's use word of mouth way to advertise their products, they would show a customer's photo who almost has the exactly same condition with you, and through her mouth, and a 3 months' before and after comparison, customers would buy their products without any doubt, because they solved all the questions in customer's mind.
In Groundswell by Charlene Li and Josh Bernoff, there are three essential steps for companies to make customers can feel that the company is customer centered, 1st, the companies should make the transformation from company centered to customer centerted step by step. 2nd, each steps leads in a natural progression to the next step. And the third, you have to have internal support.
In the case of the Kiehl's their website has a very good log relation, make customers feel very comfortable, they first put the post page of the new product, Rosa Arctica at the front page of the home page, make people aware the existence of the products, form the "Top Mind Awareness", by the click of the pictures, goes into the specific page of the rosa arctic, where first introduce the products, then give the true stories of the products, the bottom chart is the "Shop" choice, which is actually action Kiehl's want customers to do. But with the natural flow to the purchase, customer would feel that this company is not a company only look in my money, they really care about me, and want to perfect my skin.
The following video is the Coca's new machine. Companies like Coke Cola they are still trying a lot of ways to make their customers fell they care about the customers, they are always updating themselves. Since excitement, new things are the top mind awareness from customers to Coke Cola
In the chapter 12, the authors talking about energize the groundswell inside, which means make employees say yes first to your products, however, in my opinion, in this inside part, loyal customers should also be included, through them you can know what you need to change, and also some times they can represent the needs from customers, their customization sometimes for your company can be a matter.
160 years ago, a small pharmacy in New York city opened, located in the intersection of Third Avenue and Thirteen street. From that moment a miracle was showing up, it is Kiehl's. Kiehl's is like a charming old lady, with her experience, telling story about the attitude of being beauty.
There are thousands of cosmetics brands in U.S.A, why I choose Kiehl's. There are four main reasons,
1st, Kiehl's works well. Kiehl's originate from pharmacy, and also they have good reputation on the dermatology solutions, which always can solve targeted skin problems, and also the reason why Kiehl's works out is not due to the combination of the harmful chemical elements, it is due to the combination of nature and human intelligence, the ingredients of Kiehl's are finest nature driven, no harm to human being and also no harm to animals.
In the following video talks about how Kiehl's traveled around world to source the ingredients for the Aromatic Blends series.
Second, because Kiehl's has a simple characters. This "simple" mans a lot but ordinary. Kiehl's use simple, efficient, and recyclable packages. They believe that good quality can speak itself loudly. The luxury of Kiehl's is not outside but inside. Without thoses "chic" clothes, Kiehls uses 80% of annual marketing budget in free samples giving. They provide current customers with free samples, and trust their customers, by using words of mouth, they grow to this big. Lynn Upshaw in Truth writes"The Kiehl's way of selling is not to sell at all. They believe the products will do what they do and no hype will change that."
Third, Kiehl's has a real warm heart. In Kiehl's mission statement," making for better citizens, better firms and better communities." What they care is not only the attitude about beauty of appearance, but also about beauty in deep heart of every one. Kiehl's has a very good philanthropy reputation. They pay attention to charity especially in the fields of: HIV/ AIDS education, prevention, and research; protecting and nurturing the environment; children's well-being.
I love children so much, children are the gifts from god. Kihel's pay a lot of their attention to children and think all the children deserve to have a fair shake.
And also Kiehl's is always updated itself. Kiehl's always provide customers new things to try, new techniques to play with. Like what they expect for customers' life, enjoy life, and refresh all the time.
Target Audience:
Kiehl's Marketing segmentation is pretty clear, they are almost from "Young Cloud", the Kiehl's is not a women most fan Brands, the truth is that male consumers contains 45%-50% of the total customers.
And also Kiehl's do care about their male customers, in their web site, they made a particular most favorite products for male ranking. Due to male's characters they care more about numbers and rankings.
Because Japan is a high context culture country, which means most of the information is part of the context in their communication system. In country like this, marketing needs different ways, people more care about what other's comments, peer recommendation is much more important than detail numbers and descriptions.
Kiehl's Japan
In Kiehl's United States official website, with the launching of the new Rosa Arctic, straight picture, with the functions and price, everything is clear. Because United States has a different culture context with Japan. Thus the marketing way is also varied.
Kiehl's United States
New Technique in the website
In the campion of the new Kiehl's products Rosa Arctica, Kiehl's launched a new technology gadget to make customers enjoy their shopping experience, and also they used "electronic "word of mouth strategy, this would make the whole shopping process much more warm, and customers can feel the caring from Kiehl's. Click here to experienceFind Your Rosa.
Google Trends
From Google Trends graphics, it is clear to see when is the peak time of customer paying attention to Kiehl's, for Kiehl's enough stock, various and effective marking strategies can make a lot of different.
Social Mention
Social mention have several index to tell the popularity of you social media
Sentiment: ration between positive reviews and negative reviews ( Great )
Strength: is the likelihood the brand being discussed in social media.( Poor) Passion: is the likely hood, person talk about the brand repeatedly ( Great )
Reach: The influence of the brand. (Good) Findings: 1. Social Media engagement is totally not enough, word of mouth is not enough
Social Mention of Apple
The following picture indicates the geographic location of the social media visitors, for Kiehl's this can be a matter, these visitors are interesting to the Kiehl's, so they can be current and potential customers. Based on this index, Kiehl's can pay more attention with the featured location, organize more effective interactions with groundswell in those area.
Current and Potential Customer Geographic Location
This is all I found in the past few weeks, in the coming weeks I will still monitor Kiehl's from diffent monitor channels, and figure out more detail reason about why the discussion of Kiehl's is not that lot, and also analyze how to improve these points.
For me, the most interesting categories on the youtube is baby, all the babies are so cute. Not only me, there are a lot of adults love these interesting babies.
Why is that in adult world these cute babies could become so popular.
I doubt no body have no idea about Charlie and his brother, they got 488,551,989 viewers! What this means? The population statistics based on 2011 Census Bureau, that the population of U.S was 311, 591,917. See? They may already have fans much more than U.S population.
The popularity of babies is not a sudden thing, it has a large connection with the whole society development. With more and more competition from work, adults want to have a pure happy environment, they want to leave all the disputes, camouflages, struggles alone. Actually, adult are pretty poor, they try best to look pretty, to look strong, to look happy. But the truth is that a lot of adult feel unsafe, unhappy and lack of belonging. When the adults go back to the home after home, especially for young adults, they feel much more lonely, they may hang out with some friends, to drink, to dance,but are these real happy, ask a hundred men, no body would say, the bar happy is a true happy. What they want desperately is pure happy, no body can have more pure happy than babies. The happiness babies could bring to us is something we can never expected.
The boy in this video made every body laugh, why? Because he is so true, say anything in his mind, this is how children's mind are as precious as diamond.
For adult, it is so hard to express the true feeling, since we all have different pressure, expectation from different aspects. We have to watch our behavior all the time, it is tired, but we have no choice.
In the following video, the laughing points are so much, first, we can see the genuine reaction when we lose something, for adult, this true feeling expressed has gone so far. And also some children act so much like an adult, looks so warm and funny
In the following video, why adults are so enthusiastic about babies eating lemon, does the lemon tastes different in babies mouth? No! Because babies act exactly what they feel without any other considerations. They are true so they are precious.
Social media for a adult can mean a lot, from them they can get released from works, these babies truly are gifts from life, social media make these gifts world widely shareable.
Companies always wandering why is the customer review so important. For a seller, what I need to do is just precisely describe my products, then left the choice to customers.
The truth is that customer reviews are as important as products descriptions. Why? Because, this two parts together complete the loop of customer purchasing. The first need, of course, is to know WHAT you are buying (description, images help), the next need is to know IF it is a good purchase and will suit your needs (reviews fill this needs). Both are essential to the shopping process. For organizations what one need to do is providing chance for customers to do the word of mouth message transformation in many ways to express their enthusiasm toward the products. And also react, based on customers feeling, and your reaction would tell your customers you care about their opinions, this would very helpful for the future business. And in Groundswell , it calls " energizing groundswell"
From The chart in left, it is very clear to tell that how important the customers reviews is, because that is the place where business happens. Opinions of a friends or acquaintance, but it is hard to control, and not easily to acknowledge of. However, for the review and ratings of the product, it is something organizations have control and can act with. There are a lot of ways to do so, but all in all, making your customers talking like own home. We all know that, people may act as different roles in different situation, if the company offer a warm, and free place to customers where is like a home, they would become soft and also more enthusiastic toward the products. The other side is , if the organization do not care about customers' opinion, and strictly about their opinions, the customers would arm up, and ready to fight, for a company this would be a nightmare.
This two pictures are the screenshots from L.L.Bean.
They used a lot of way to make the customer reviews useful, they use star ratings, content review, chart, and also they give other customers to judge the usefulness of the comment. All these words, numbers make the single review page become a community. People would become more serious about their review, since other customers can judge it. For L.L Bean, this is really good, become their customer kind of self-monitoring each others.
In this video,we fell how and in what extent the groundswell can work for an organization.
Provide your customers with a community, let them talk, listen to them, act and provide feedback to them. Then the customers know that they are cared by you, not only now but also will be the same in the future. In this way the groundswell become your eternal friends.
