Tag Archives: Ole Lynggaard

Amazing new WOM technology creates sales…

16 Monday Mar 2015

Posted by in Content Marketing, Digital, Digital marketing, Marketing, Social Media

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In this over-hyped digital marketing world in which we live, it’s always good to discover something that really works, rather than claims to really work.

During the recent Summer holidays my family took a cruise with Royal Caribbean Cruises. We even broke a couple records while cruising the South Pacific. My son was the first into the medical centre, within 18 hours of departing Sydney, after a girl accidentally glassed him in the face with a plastic cup (long story). It resulted in gluing and stitching so he couldn’t do any water activities for the first week.

While I broke the record for the fastest face-plant on a Flowrider, as I again attempted to relive my youth. Though my enthusiastic efforts did motivate a couple 70 year old blokes to have a go as well.

Click here to view the video.

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On return lots of people asked us “how was the cruise” because as you probably know dear reader, everyone has a horror cruise story. Well here’s what happened. My bride used the amazing technology called her voice. In social situations with our real friends and family, she shared the stories of our holiday and how much we enjoyed ourselves.

Her content obviously engaged with our friends, because already some of them and my family, have booked eight suites on the same ship next Summer. That’s sixteen people who are cruising on the back of my bride’s engaging word-of-mouth content marketing.

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Bloody amazing this new technology.

And here’s another example. Regular readers will know one of the reasons my blood pressure occasionally hiccups, is my bride’s loyalty to Ole Lynggaard. As a result of her wearing her Ole jewelry, dozens of other brides have asked her “where did you get those?” (I feel a Singo jingle coming on).

My bride then uses the same technology – her voice – to share the news that she bought the jewelery at Ole Lynggaard. Consequently a number of her friends have now bought Ole’s jewelery (and who knows how many of their friends?). Obviously her content marketing is working.

And at least three husbands have joined my support group – MWBLO – men whose brides love Ole. We share our war stories and enjoy a drink or three together.

support group

But imagine if this word-of-mouth stuff takes off online? Before you know it there will be new buzzwords – word-of-mouse comes to mind sooo easily.

You can see it now – people will post images on Instagram and Facebook. They’ll share their content with their online friends, who will Like the posts. But the friends won’t have to ask “where did you get those?” because there will be a link to the website within the post!

There will be seminars, webinars and a whole new breed of experts. Thought leaders will appear along with influencers – or is that WOMfluencers – on LinkedIn?

Gotta luv technology – what’s old is new again, again.

I’m off to tell my friends about it…

Ole Lynggaard’s secret women’s club plot to keep me working…

28 Friday Nov 2014

Posted by in Advertising, Branding, Customer Service, Direct Marketing

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You may have read my post about how the prestige Danish jewelry brand Ole Lynggaard uses direct mail to build its brand and sales – and what a loyal fan my bride has become.

Well today, while visiting our kid’s school for a student presentation, I resigned myself to a lifetime of working for a living. Because like some unexplained phenomena and before I could divert her attention to our daughter’s project, my bride just happened to start chatting with the Country Manager for Ole Lynggaard and a Danish designer – the wife of the Danish Ambassador and friends of “Our Mary”. And of course they’re all wearing the jewellery aren’t they!

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In fact, the delightfully charming Kamilla (the Country Manager) is more like a walking pop-up store for the brand. You could put a deposit on a harbourside apartment with just her necklaces. My heart rate immediately accelerated as they started comparing jewelry, instead of looking at our children’s projects.

And just to help my blood pressure head further north, they agreed the Ole gals were a like a secret women’s club. They all know about the brand, how to mix n match items and the best pieces. Which of course means they have to keep buying the stuff.

To help motivate the ‘club members’ further, Kamilla talked about a new range. “A new range” I blurted – “my bride isn’t finished with the current range.”

“But that’s one of the benefits of the brand for men” smiled Kamilla. I looked quizzically at her with a “please explain” expression. She did; “There are so many designs and different pieces you can match together, that men can buy any piece knowing it will be kept forever. Their partner won’t throw it away next year because it is no longer fashionable. In fact, they’ll want to add to it over time, so it’s a perfect gift for any occasion.”

I stumbled away beaten and unable to counter, as my bride enthusiastically agreed, repeating the phrase “any occasion dear” while the secret women’s club connected with each other on Instagram.

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Let’s connect so we can look at the jewelry all day…

But that’s a valuable insight for a brand. The more reasons you can find for people to buy your brand, the more you will sell. And the target market is not always the user, but the buyer – poor sods like me for instance.

I’m off to ask the Danish Ambassador for a second job – given my bride’s ongoing contribution to his economy, it’s the least he can do.

 

 

 

 

 

Prestige Danish brand prefers real to virtual for customer engagement (and sales)…

26 Tuesday Aug 2014

Posted by in Advertising, Branding, Content Marketing, Customer Service, Digital, Direct Marketing

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Last year, “Our Mary” returned to Sydney to open the first Ole Lynggaard store in Australia. (That’s Princess Mary of Denmark for you uncultured lot)

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Our Mary opens the Ole Lynggaard store

My bride became what is known in marketing jargon as an early adopter of the brand. While she didn’t quite kick in the doors on opening day, she was one of their first customers, which is one reason I’ll be working til I’m 90!

Ole Lynggaard is a luxury jewellery brand created by Danish designer Ole Lynggaard in 1963. His daughter and son now also work in the family business and it is expanding globally. The brand is living proof there is rarely a recession at the top end of the market.

So last week a courier knocked on our door and asked my bride to sign for a parcel. She had no idea what it was, but opened it with interest.

Here’s what was inside:

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An embossed cream box from Ole Lynggaard. It contained a hand written personal card to my bride, signed by Ole Sydney. (I would have signed it from an individual, but that’s just me).

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Postcard

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Personal message on rear of postcard

The card was sitting atop a 128 page colour book (coffee table quality) featuring all the latest products in this year’s range.

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Cover of 128 page 4-colour book

The book is chock-full of stories and beautiful photographs of the jewellery, including a number of evocative shots of Helena Christensen taken from the current advertising campaign.

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Helena Christensen & jewellery

Here are some of the jewellery images.

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Did I mention there were evocative shots of Helena Christensen?

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The book and packaging would have cost well over $150 each. But any marketer worth their salt knows the power of tactile mail and the massive ROI when executed properly. It is far more emotionally engaging than anything in the digital world. The science proved that years ago.

Yet so many marketers seem to have forgotten the power of the proven channels and have followed fashion into the unproven ones. But hey, who cares? It’s not their money – it’s just a budget.

As my bride said while conducting her nightly fawn through the book (it’s now a bedside table read) “I would never spend as much time on a website as I do looking at this book. Plus I find new things every time I open it.”

She has even taken it from our home to show her friends – I pity their poor partners. If Ole had included an offer or incentive of any kind to encourage first-time buyers who knows how many new customers he would have?

Did I mention there were evocative shots of Helena Christensen?

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And guess what? My bride’s birthday just happens to be on the very near horizon. The word “hint” doesn’t come close to describe her subtle suggestions for a gift – if you get my drift. This cannot be good for my forthcoming annual health check.

Ole’s lucky he doesn’t live locally – we might have a word with him about toning down his brilliant marketing. Although I must admit, I do enjoy flicking through the photos – from a creative design point of view of course.

In fact, I might just take another peek for a minute or two to see if anything inspires me to write a blog post. In case you’re digi-impaired, writing a blog post is now known as content marketing.

Did I mention there were evocative shots of Helena Christensen?