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 …]
As you prepare your personal marketing plan, don’t forget the importance of the cover letter. It is a key component in your promotion blend. As you prepare your cover letter, keep in mind some of Drake Baer’s tips in this Fast Company post “ Don’t Be Boring: How to Write a Cover Letter That Can Get You the Job ” (September 4, 2013). What are your favorite cover letter writing tips?
Prankvertising — that crazy practice of advertisers creating a prank, filming it, and then hoping the video goes viral and does great things for the brand can be a risky strategy (see AdAge, “ Prankvertising: Are Outrageous Marketing Stunts Worth the Risk? Liabilities Galore ” April 1, 2013). What do you think of this video? What are the potential benefits for LG? The potential risks? Is it worth the risks?
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 …]
When Cape Town Tourism sought a creative way to increase visits to the South African jewel (see photo to the right), it decided to highlight its “unexpected side.” Cape Town Tourism understands that many of the city’s charms are those “never heard of places” that don’t even make it into the travel guidebooks. They designed a creative Facebook campaign that offered people a “virtual” trip to Cape Town; a trip they could “share” with their friends. Results data from this case study indicate the campaign worked. What do you think of this campaign? What other products might be sold in [Continue Reading …]
Facebook is now combining data from outside the social network with the data it already has to better target advertising. For example, Facebook knows its users “likes” and their friends — and has access to their attitudes and behaviors from their posts (though it is not clear if they have figured out how to effectively mine “posts” or pictures — I know they are working on developing this capability). Facebook has signed agreements with outside data vendors, so it can create individual customer profiles that include – where some shops, public data like car registration, retail purchases (from loyalty cards), [Continue Reading …]