Fish&Friends – Receiver’s Response Model and Learning Mode

Our project continues through an analysis of Fish&Friends’ receiver’s response model and target audience learning model.

From our analysis, it appears that the company regrettably does not implement a clear advertising strategy and thus it does not follow a specific path in consumers’ response process. Therefore, we could not apply to Fish&Friends’ advertising a unique, standard and traditional response model.

This situation seems particularly clear in the analysis of the social media advertising posts, as you can see from the images below, where there is not a well thought-out scheme of stages. Here, the only step of the process which appears recurrent to us is the cognitive stage.

Fish&Friends InnoVE 21.04 (1)Fish&Friends InnoVE 21.04 (2)

 

However, the results are often just feeble attempts to spread awareness and generic information about Fish&Friends’ products, without deepening the knowledge about, for example, its technologies and its offer.

In other social media advertising, such as the following post on Instagram,

Fish&Friends InnoVE 21.04 (3)

it emerges an attempt to access to the affective stage, which should reach for the receiver’s feeling. Nevertheless, it appears to be insufficient to obtain enthusiastic response from the audience.

Furthermore, the absence of a clear call to action in almost every post denotes a lack of planning of the behavioural stage, which usually is a relevant part of a communication strategy.

 

On the other hand, we were still able to trace the AIDA receiver’s response model for the personal-selling strategy in supermarkets:

Fish&Friends InnoVE 21.04 (4)

Does our point of view convince you? A widespread quote says that what we learn becomes a part of who we are, so: what we can learn from Fish&Friends’ strategy?

If you want to find out more about our analysis, in particular about the learning mode observed in the target audience, look for further information in our presentation!

Fish & Friends – InnoVE

InnoVE

Fish&Friends – External Analysis

“Value innovation places equal emphasis on value and innovation. Value without innovation tends to focus on value creation on an incremental scale, something that improves value but is not sufficient to make you stand out in the marketplace. Innovation without value tends to be technology-driven, market pioneering, or futuristic, often shooting beyond what buyers are ready to accept and pay for. In this sense, it is important to distinguish between value innovation as opposed to technology innovation and market pioneering.”

W. Chan Kim, Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant

InnoVe is working on the case of Fish&Friends. Starting from a wide range analysis of consumers’ attitude, potential target and positioning, our main achievement is to find the right balance between value and innovation to better exploit company’s potentialities.

 

You will discover more about our work on the 21st of April and, in the meantime, our presentation of yesterday is avaiable on the following attachment:

Fish & Friends – InnoVE

Cheers!

InnoVE

Save the date: 20 April – Lecture on Media and Digital Strategy and Planning in Advertising

experior guest speaker

Next week on April 20 (12:15-13:45 3B classroom), there will be the lecture by Matilde Orfino, Online Campaign Manager at Axa Italy:

Media and Digital Strategy and Planning in Advertising

Matilde has worked in the media field for leading media companies such as Mediacom and GroupM (WPP Group) since 2009. Later, she specialized in the digital field at Weborama, a Data Management Platform supplier. In 2015, she joined AXA Italy in Milan to manage their digital communications campaigns.

For more information, check the news on Ca’ Foscari University’s page.

How Delta’s Focus on Customer Experience Turned a Bankrupt Airline Into a Powerhouse Brand

Dear all,

today we’ve found the interesting case of Delta, Eleven years after filing for bankruptcy in 2005, Delta recorded record profits in 2016 while receiving kudos from inside and outside the industry, landing on lists for customer affinity and best places to work.

How they are able to do this?

Here’s how Delta built a powerhouse brand, and how its Atlanta roots have contributed to its success:

 

  • Sharing the love

    Throughout its history, Delta has followed the adage that “happy employees equal happier customers.”

  • Southern hospitality

    “There’s no doubt that being Southern brings this airline an aura of hospitality,”

  • Experience counts

    Improve the customer experience. Since it acquired Northwest Airlines in 2008, Delta has been on a mission to reinvent air travel, upgrading the in-flight experience with better food, craft beer and more movies on flights. In February, it introduced free in-flight meals in 10 domestic markets as part of its investment in improving the onboard experience.

“The challenge is to make every customer feel like one in 180 million versus one of 180 million.”


Here the full article.

Alfa Experior