Marketing Memo: For The Company Coca-Cola (Essay Sample)

Marketing Memo
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Marketing Memo
There are several ways of advertising and they include the internet, TV, radio, billboards, and people. People are used as a mode of advertising since they influence others to use the same product. This paper illustrates the ubiquitous nature of advertising by discussing six contagious principles and how Coca-Cola uses them to boost its marketing strategies.
Social currency- Game mechanics
Social currency is all about sharing to influence others positively. As human beings, we like sharing experiences and opinions. A company can use social currency to achieve marketing success through leveraging game mechanics. Game mechanics is one of the three strategies of social currency (game mechanics, remarkability, and making people feel like insiders). Game mechanics is appertaining things that make the game attractive to non-game activities (Allen, 2016). Coca-Cola marketers can leverage the social currency factor by creating a vending machine that requires a consumer to solve puzzles to get a coke for free. This could encourage customers to drink more Coca-Cola and invite more friends to play puzzles, consequently marketing the product. It is an example of social currency factor because it positively influences others by providing customers with a positive experience.
Triggers
According to Allen (2016), triggers are prompts around people that spark-off associated thoughts and ideas. Hence, the objective is to link one’s brand with a trigger that consumers will experience often. People would buy a product more often because they were triggered to do so, whether aware of it or not. Straplines are good examples of triggers. Coca-Cola can use straplines to improve their marketing by coming up with catchy yet straightforward straplines that associate their product with an occasion, environment, or other stimuli. An example of a strapline would be like, “Weekend chills taste better with Coca-Cola.” In this case, if a consumer ever feels uneasy during the weekend, they would most likely take a Coca-Cola to ease up due to the strapline trigger. Coca-Cola serves as an example of the trigger factor since it offers comprehensible thoughts and ideas that breed action.
Emotion
Also known as physiological arousal, emotion is a factor of contagiousness that focuses on feelings. Emotion can be negative or positive; however, a positive emotion tends to have a high impact on people than a negative one. Therefore, when a company decides to market a product, positive arousal emotions are crucial because adding psychological arousal to a story or advertisement can significantly influence consumers' willingness to share (Allen, 2016). For instance, Coca-Cola is associated with happiness. In simple terms, the drinking and sharing of Coca-Cola resembles the spreading of happiness to others. This encourages consumers to spread happiness by sharing Coca-Cola with others, thus motivating people to action. Coca-Cola is therefore an example of this factor since it triggers happiness from its customers.
Public Visibility
One of the critical factors in advertising products is public visibility. Making a product noticeable makes it easier to copy (Allen, 2016). Coca-Cola company can improve public visibility by giving out Coca-Cola branded merchandise such as umbrellas to consumers upon buying their products. As one consumer uses the product, it is easier to attract the public. As human beings, we love imitating, and it is most likely to invoke other consumers to purchase the same merchandise. Each time a consumer uses a product, they also convey passive approval because usage is noticeable; thus, it helps advertise it to others. In this case, Coca-Cola is an example of this factor because it also offers other products such as t-shirts and umbrellas which have highly improved their visibility.
Practical value
A consumer expectation is a critical factor in featuring the incredible value of a product. Sale offers that appear astounding or exceed expectat