There’s A “Mapp” For That
I can remember the old days when my dad used to go to the travel agency, obtain a large paper map, and then have me navigate the entire family vacation from Ohio to North Carolina. Then one summer I was replaced by a Google Maps directions list and my only job was to read off the step-by-step instructions that would lead us to where we were going. A few summers later, I sat back and watched TomTom take over my job.
Today, I sit in the back seat while my dad’s navigation app on his phone directs us to the beach.
Suddenly, our traveling lingo has turned from “Don’t forget the map!” to “Don’t forget the mapp!” – and there are several brands that have taken the “mapp” technology to a whole new level.
It’s not just about using a map to get you from one place to another. It’s about using a map to let consumers engage with brands on the whole – and in a different way.
The Brand: Tiffany & Co.
The App: What Makes Love True
The Experience: An interactive map – which mostly focuses around New York City – allows consumers to mark their best memories of love. Consumers pick a location, add their initials and their lover’s initials, and write a short sentence describing their romantic moment that happened at that place. Some of the places include large events like engagements and first kisses, while others focus on those special, small moments in a relationship, such as first meals together and fun nights out on the town. The map becomes a geographical love scrapbook for the consumer.
The Brand Benefit: Tiffany & Co. stands for love. Their products and brand assets – the little blue box, in particular – are symbols of love, usually exchanged during a romantic moment in a couple’s life. Tiffany’s recognized that there are many other “love moments” out there that do not include a Tiffany’s product, however the brand wanted to take part in these moments to demonstrate that their brand truly understands love more than any other jewelry brand. The app allows the Tiffany’s brand to be the keeper of love. Now, Tiffany’s doesn’t just provide you with a product that symbolizes love, but it provides you with a place to relive your fondest love memories and share them with the romancers of the world.
The Brand: Powell’s Books
The App: Powell’s Books
The Experience: Consumers no longer have to deal with computer searches, employees, or a confusing journey in the store to find the book that they’re looking for. The app lets consumers search for a title and then provides a list of turn-by-turn directions so that the consumer can find their book easier and faster.
The Brand Benefit: Today’s Kindles and iPads are making book purchasing much easier. Consumers no longer have to go to the store to buy a book, but many people agree that there is something great about reading the old-fashioned way. Powell’s Books now makes it easier to shop for books the old-fashioned way, too. Consumers feel more in control when they are in the store, and Powell’s is able to provide a better shopping experience. A better shopping experience is always a competitive advantage.
The Brand: Zappos
The App: Mappos
The Experience: The interactive map allows consumers to see what shoes, clothing, and accessories are being purchased on Zappos based on their shipping locations. The map updates in real-time as purchases are made. The consumer can select an item on the map and choose to tweet about that product or Like it on Facebook.
The Brand Benefit: Zappos is known for its excellent customer service, but Mappos takes the brand to a whole new level. When people purchase clothing, shoes, and other accessories, they are usually searching for the latest trends. Consumers want to be unique in their own style, while also wearing what everyone else is wearing at the same time. Until now, trend spotting took a good eye for fashion and constant examination of the fashion industry. Mappos makes it easy for consumers to see what products are trending in their area. Customer service in the fashion industry means being able to tell your consumers what is in-season at the moment. Now Zappos is able to trend-spot in a faster and more interactive way, giving consumers a geographical what’s-hot-right-now at the tip of their fingers.
Maps have taken on a whole new meaning in the marketing and advertising world. It’s time for brands to map out their marketing strategies and include the newest mapping techniques.
No matter what you’re advertising or marketing problem may be, I’m sure there is a “mapp” for it.
One that lets consumers interact with your brand on the whole – and in a brand-new way.
- by AWSC
- posted at 10:01 am
- August 9, 2012