New York Times reporter Michael Moss went to advertising agency Victors and Spoils with a challenge: How would you get people to want to buy and eat broccoli? What would your campaign look like? What would the message be? What would you do that all the well-intentioned government-funded campaigns have failed to do for generations? The result was an extended story in the New York Times Magazine section “ Broccoli’s Extreme Makeover ” (November 1, 2013) — a story that provides a great marketing case study. Even though the campaign was never actually implemented, the article and video provide some insight into the [Continue Reading …]
Archives for 2013
Don’t follow the crowd! All that competition isn’t the best way to make money. Instead, find a way to deliver unique value to a new market. GoldieBlox isn’t following the crowd — how many “construction toys” are there designed specifically for girls? Even LEGO Friends line is mainly a doll toy. GoldieBlox thinks that product-market exists, and that perhaps it can help solve a larger societal problem — the lack of women in engineering and the sciences. GoldieBlox needs to target moms (buyers) and girls (users) — and this ad does both. The general subject — lack of girls in [Continue Reading …]
Wow, this is a brilliant! Citibank, yes the same bank the government bailed out to the tune of $476 billion, has found a way to change its image. Citigroup now sponsors a bike share program in New York City. In the program’s first few months (May – July 2013) Citigroup internal surveys showed customers’ (presumably in New York) “favorable impressions toward the Citi” jumped 17% and those calling Citigroup: “an innovative company” rose 12%; “a socially responsible company,” also up 12% and “for people like me” climbed 14%. You can read the whole story at Bloomberg Businessweek in “ Citi Bike: Citibank’s New York Marketing Coup ” (October 31, [Continue Reading …]
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 …]
It can’t be easy selling airplanes for Boeing. It is a long selling cycle, you have to deal with large buying centers, and you have tough competition and powerful customers. And what if your hyped new product starts fires on planes — while they are flying! That can be a really hard selling job. That describes John Wojick’s job — he is Boeing’s top salesperson. You can read more in this article in the Wall Street Journal “ Boeing’s Top Salesman Works to Rebuild Customer Trust, Fend Off Airbus ” (October 8, 2013, non-subscribers may need to click here ). The article offers insights into key account management — when customers are very large. Sales is a common route [Continue Reading …]
Are you working on your personal marketing plan? You should always be thinking about strategy for your current or future career. In the personal marketing plan, a key element of the promotion blend is the cover letter. This short Fast Company article, “ Don’t Be Boring: How to Write a Cover Letter That Can Get You the Job ” (September 4, 2013) will give you some tips.
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 …]
Seth Godin is a master of saying a lot with relatively few words. This time, in “ The trust brand ” (Seth’s Blog, September 7, 2013), Seth suggests that every brand is really a “trust brand.” What do you think? Is that what a brand should be? Is every brand a trust brand? Is a brand just a promise you can believe – a promise the brand will offer you some set of benefits?