WEI LIANG
Mutually Beneficial
Digital technology transforms creativity and promotes mutual benefits between brands and users.
Marketers are creating engaging content on an increasing number of channels, creating multi-faceted connections between brands and consumers.
The business models spawned by digital technology at this level mainly include e-commerce, digital finance, social advertising, communities, and other new business models and new enterprises. And this kind of business model relies on content output with creative value.
The following Trader Joe's coffee product review video is an example of "Earned Media" (Mattke, J., Müller, L., & Maier, C.). This video not only brings views and clicks to the content creator but also enhances the commercial value of the brand.
MorganDrinksCoffee. [MorganDrinksCoffe]. (2021, March 12). I Tested Every Trader Joe's Coffee Product (so you don't have to). YouTube. [Video]. https://www.youtube.com/watch?v=1o0v-iXXXWg
Analyze
Good public relations means the brand's name is in the media. @MorganDrinksCoffee uses social media accounts to promote Trader Joe's coffee products well, but at the same time, it's free for Trader Joe's. This also earns reviewers a fee to purchase the product.
Part of the audience for this video is the blogger @MorganDrinksCoffee, which has over 887k subscribers, including coffee-loving fans. Or, people who like the Trader Joe's brand might also watch this video when they search for this keyword on YouTube.
I think the audience for this video is divided into 3 parts. First, Deep L enthusiasts; second, regular Trader Joe's shoppers; third, subscribers to @MorganDrinksCoffee.
In the comments below, we can see many users complimenting Trader Joe's, and even other items. For those watching the video, this positive feedback, including the blogger's testimonials, was one of the most influential factors driving a potential customer's purchasing decision. However, @MorganDrinksCoffee mentions that vanilla coffee will have some artificially added flavor that may affect sales of this product. In addition, coffee is not a necessity, and viewers who don't like coffee may not have the need and desire to buy this video.
I also think the video is likely to drive sales of merchandise other than Trader Joe's. For example, when people walk into Trader Joe's to buy the coffee in the video, they're drawn to other items on display in the store.
There is no doubt that the video was not part of the Trader Joe's ad, which was not paid for by the company but was spread spontaneously by others. This is the highest level of media communication, and it also brings potential business opportunities to the supermarket.
Trader Joe's has evolved with digital marketing, which is why people in PR should be focusing on it now and in the future. This allows them to adjust the item with @MorganDrinksCoffee's less-than-satisfying views. Maybe after adjustment, this product will sell better.
Gustafson, M. A. R. Y. (2008). Trader Joes Remarkable Journey. Private Label Buyer, 22(11), 42-46.