Coca Cola has been working the “happiness” angle on its positioning for a few years now. Five years ago it was the “Happiness Factory” ads — click here for a link to a long version of one of them. About a year ago a Coca Cola video of a vending machine delivering happiness on a college campus went viral. The video below shows Coke delivering happiness on the streets of Rio de Janiero, Brazil. I like how the entire campaign creatively reinforces the “happiness” positioning that Coca Cola has been fostering. Fun.
Archives for February 2011
One of the goals of this blog is to keep you current on issues that change so fast that marketing text books cannot keep up. A survey of 400 top marketers by the American Marketing Association and Duke’s Fuqua School of Business provided some data on current and future spend on social media. While current spend is less than 6% of the marketing budget — surveyed firms expect spending to approach 10% in the next 12 months. In the next five years, social media spending is anticipated to reach about 18% of the marketing budget. The study also breaks our [Continue Reading …]
We are seeing more examples of businesses that are effectively leveraging social media that works with customers. This article describes a New York City baker that has found success — and almost 3000 likes on Facebook. This short article “ A Bakery Gets Sweet Returns From Social-Media Blitz ” (Wall Street Journal, February 14, 2011, non-subscribers may need to click here ) offers examples and qualifies the example by suggesting that bars and restaurants may be special cases with social media. What do you think? What other small businesses might be able to take advantage of social media? How? Offer some examples.
Somehow this article slipped by me – and it is now more than a couple of months old, see “ The Future of Selling: It’s Social ” (Forbes, December 3, 2011) But it is chock full of great information and ideas from Brian Fetherstonhaugh, Chairman and CEO of OglivyOne Worldwide, one of the world’s largest advertising agencies. He provides some brief highlights of research OglivyOne conducted on sales professionals in the U.S., U.K., Brazil, and China. The results show quite a variance in the role of social media in personal selling across different countries. The article also suggests some strategies for companies and salespeople. While there [Continue Reading …]
For many products, the first place consumers shop is on the internet using a search engine like Google. Marketing managers know that getting to the top of the “organic” listing. The organic listing is what appears in the main search area, not the sponsored links (ads) at the top or right hand side. Because of the importance of appearing on the first page of results — and hopefully at the top of the page — marketing managers often engage in various activities under the category of search engine optimization (SEO). This article “ The Dirty Little Secrets of Search ” (New York Times, February 12, 2011), [Continue Reading …]
Is the future of online advertising one of incredibly targeted advertising based on your interests, online activities and Facebook “likes,” or is it one dictated by robust privacy controls that keep those details out of the hands of marketers? This article at CNN.com “‘ Like’ it or not, online ads are getting personal ” (January 31, 2011) starts by asking this question. It is my belief that many of my students care very little about their personal online privacy. The article describes behavioral advertising and notes that the Federal Trade Commission is considering a “Do Not Track” list similar to the “Do Not Call” list created to curb telemarketing. [Continue Reading …]
Fortune magazine’s annual ranking of the “ 100 Best Companies to Work For ” just hit the streets (February 7, 2011). The package includes a listing and thumbnail sketches of the top employers, a list of 25 from the list that are currently have at least 700 openings each (137,000 available jobs), a slide showing of 25 top paying companies, and more. You can also link to videos to see some of the best employers in action. Maybe some of these firms should be in your target market as you develop your personal marketing plan. It also helps to review the qualities that landed many of [Continue Reading …]
As a Packer fan, I really enjoyed yesterday’s Super Bowl. As a marketer, I also like the advertising. The Super Bowl is an expensive opportunity for a firm to get a wide exposure — and more attention since many TV viewers actually want to watch these ads. As students of marketing, you might want to watch all the ads again and perhaps read some critiques. Here are a few links to get you started: USA Today article “ Best Super Bowl Ads ” (February 7, 2011) and the USA Today Admeter rankings are a long-time ranking based on consumers who watch and react to the ads [Continue Reading …]