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 …]
Nike is a fascinating and powerful brand. Growing an already large brand can be difficult as often many of the largest opportunities have already been exploited. Nike has set its sights on the highly fragmented (many competitors) action sports market. This article describes “ Nike Tries to Enter the Niche Sports It Has Missed ” (New York Times, June 1, 2011) describes Nike’s latest efforts to sell to participants and fans of youth action sports like skateboarding, snowboarding, surfing, trick-bicycling and others – see. Nike is approaching this market using some familiar tactics — using top athletes in each sport to endorse Nike products, supported with dynamite advertising that appeals [Continue Reading …]
Or maybe, like most companies, a bit of both? Facebook’s image has always bounced between good and evil. Privacy advocates have complained about the company. It turned out that most users didn’t much care about privacy. “ The Social Network ” did not paint a very pretty picture of founder Mark Zuckerberg. Then along comes some positive press — this week’s Bloomberg Businessweek cover story lauds the company’s COO and #2 in “ Why Facebook Needs Sheryl Sandberg ,” (May 12, 2011). Bad timing for Sandberg — now Facebook is getting bad press for more bad actions “ Facebook Admits It Hired PR Firm to Smear Google ” (Adweek, May 12, 2011). Yikes, lots of stuff here. [Continue Reading …]
Air New Zealand’s creative agency, .99, put together a funny pre-flight video that took off as a viral video. Within a few hours of posting the video it was the ninth most tweeted about video on Twitter. It features Richard Simmons — have you guys heard of Richard Simmons. He is a fitness personality who was quite popular in the U.S. in the 1970s and 1980s ( click here for Simmons’ Wikipedia entry to learn or refresh your memory about the fitness guru.). Check it out and then read on… I wondered if the quirky humor fits Air New Zealand’s personality. I didn’t know much about [Continue Reading …]
Now Guy Kawasaki is a Silicon Valley venture capitalist and a big name author in the tech community — I think this is his tenth book. He already has an incredible network. With the publication of his new book – Enchantment: The Art of Changing Hearts, Minds and Actions , Kawasaki relied on low-cost forms of social media to get the word out and drive great initial sales. Read about it at Mashable “HOW TO: Launch Any Product Using Social Media,” (March 31, 2011). The book is already on the bestseller lists at the Wall Street Journal and New York Times. In other words, it worked. This is a great case study on how to use social [Continue Reading …]
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 …]
What do you think of a company that replaces its products before you even ask? Well that is what Rogue Wallet did. Check out this story over at the Consumerist blog, “ Rogue Wallet Replaces Entire Batch of Bad Wallets, Stuns Customer, ” (September 15, 2010). What are the costs and benefits of this type of move? Is this a smart move? Too much customer service?