Chapter 16 introduces earned media (including positive press mentions) and social media. An article in Bloomberg Businessweek “ Proof You Can Sell Sunglasses Using Social Media ” (November 4, 2016) shows how the Spanish sunglasses brand Hawkers has utilized social media to grow its brand. The company’s Instagram and Twitter accounts have more than 450,000 and almost 200,000 followers respectively. The article also describes a guerilla marketing campaign tied to the iPhone introduction. Look at the list of “Key Terms” (terms listed in bold/red in the chapter) at the end of the chapter. For how many of the terms listed can you find an example from this article? List each [Continue Reading …]
When we were researching and writing chapter 16, Snapchat was a somewhat distant 6th place finisher in the social media race. Just one year later — which shows how fast this space is changing — Snapchat is a real player, especially when targeting Generation Z (those born since 1995). More importantly for marketing managers, Snapchat appears to have figured out an advertising strategy — while Twitter and Instagram continue to struggle in that area. Hubspot’s Marketing blog identifies “ 10 of the Best Brands on Snapchat Right Now (And Why They’re So Great) ” (April 27, 2016). This article is long – so read the first section and then choose to review 2 of the 10 [Continue Reading …]
We have all enjoyed the ALS Ice Bucket Challenge over the last few weeks — with their attention on social media, many of our students have seen more buckets dumped than us. But what lessons we can take away from this viral smash hit? This article in AdAge begins to answer the question, “ What [they think] Marketers Can Learn From the Ice Bucket Challenge ?” (August 20, 2014). The article also offers some background and history of the Ice Bucket Challenge. One of the earliest video launching the phenomenon is shown below (see article for more details). While the Ice Bucket Challenge has been wildly successful in helping ALS raise awareness and money — it [Continue Reading …]
The Thai Life Insurance Company has produced a video that is beginning to take the Internet by storm. This clearly demonstrates two qualities important for viral success — generating emotion and telling a story. This story needs only a little translation — which is provided with subtitles. It will surely bring a smile to your face. Will it sell more life insurance? Why? or why not?
General Electric (GE) sells some of its goods directly to consumers — but most of its sales are to other businesses. While lots of B2B advertising and promotion is pretty boring, GE wanted to avoid that trap. According to CMO Beth Comstock “We are all emotional beings. We want context. We want relevance. We want connection.” This article at Advertising Age, “ GE Tells the Secret of Making Geeky Cool ,” (October 5, 2013), provides a great summary of some of the interesting promotion GE is doing right now: See its Datalandia site its web series that attempts to show how big data solves problems, Inspired scientists (young and old) use [Continue Reading …]
A couple years ago Chipotle scored big with its animated video “ Back to the Start ” that championed natural food and farming and featured Willie Nelson singing the Coldplay song “The Scientist.” That viral video got more than 7.5 million views while clearly reinforcing the positioning Chipotle seeks in the market. Now Chipotle is back and this time it has Fiona Apple singing over a dark animated, dystopian video (see below). There is also an iPhone video game . For more background, read an interview about the latest ad with Chipotle’s CMO Mark Crumpacker in the Village Voice, “ Chipotle’s New ‘Scarecrow’ Video and App: An Emotionally Powerful Marketing Tool (INTERVIEW) ” (September 13, 2013). Check out Chipotle’s website and those of [Continue Reading …]
New social media tools are emerging all the time. Marketing managers should think about them as potential new tools to add to their Promotion blend. We hope L4Ps offers you some ideas that you won’t find in your textbook. Vine is a “mobile app that enables its users to create and post video clips” ( Wikipedia – link through for more details) . Think of it as Twitter for video — in fact Twitter bought Vine in October 2012. Videos are limited to six seconds. Some companies are finding creative ways to use Vine as a marketing communications tool, for examples see “ The 9 Most Creative (Least Gratuitous) Brand Vines ” (Co.Create May 24, 2013) [Continue Reading …]
What is that next big thing? Many of today’s trendsetters can be found in high schools. So Jeremy Hobson reporter for the radio program Marketplace visited a New Jersey high school where he interviewed students and a tech teacher. You can listen to the radio story at “ The next generation unfriends Facebook ” (May 3, 2013). It is 12 minutes long, but worth it. Scroll down for the Audio Extra — a four minute interview with the tech teacher. While we should be cautious in how we interpret the results of a small convenience sample, there are some quick takeaways that merit attention: Facebook is [Continue Reading …]