If the “Get a Mac” campaign is winding down, you may want to review it. Over at AdWeek’s AdFreak.com you can see all 66 (as of this writing) TV spots at “ Apple and TBWA’s ‘Get a Mac: The Complete Campaign .” The campaign started in May 2006. Here is one of the earliest ads in the series from October 2006.
The depressed economy has American consumer behavior acting in a strange way. As a group they have cut back on purchases, but still stand in line to buy the new iPhone and buy their $3 latte at Starbucks. Many malls are still busy. What is happening? This story — the cover story in the latest issue of Bloomberg Businessweek, attempts to get to the better understand this schizophrenic consumer behavior. See “ The New Abnormal ,” (July 29, 2010).
What about you? Do you trust advertising more — or recommendations from friends? According to a survey conducted by Nielsen last year — 90% of peole surveyed trusted recommendations from people they know — versus 62% trusting TV ads, and only 24% trusting text ads on mobile phones. Facebook hopes to capitalize on people trusting recommendations from others they know. This recent Wall Street Journal article “Facebook Touts Selling Power of Friendship” (Wall Street Journal, July 7, 2010 – subscription required click here for a back door link , follow the search results). The video is 6:52 long, but the part on Facebook is in the first 3:30.
The Cannes ad festival is an annual affair in Cannes, France. The festival includes many advertising awards. Here are last year’s best ads according to Cannes. “The 18 best commercials of 2009-10 as chosen by the Cannes ad festival” (courtesy of Adweek). What do you think? Are these the year’s best? What makes for a good ad? The winning entry was from Old Spice’s wildly popular and viral campaign, “The Man Your Man Could Smell Like” (see below).
We love the LEGO story! The LEGO turnaround (as recently as 2002 the company was losing money) was stimulate by a number of brilliant marketing moves — including creative use of social media and design. This article focuses on design – something we discuss in the Product chapters in our books. See “How LEGO Revived Its Brand,” (Bloomberg Businessweek, July 23, 2010).
This was part of an interesting series I heard on the Marketplace radio show. You might be surprised at how sophisticated segmentation and targeting can be after reading (it is radio and text) “ Data mining pushes marketing to a new level ” Marketplace, July 26, 2010. For a follow-up with more information on clusters, see “ Hey Baby, What’s in Your Cluster ,” (Marketplace, July 27, 2010 – text version of radio story).
In our text books we have a boxed example on “freemium” in one of our pricing chapters. Freemium refers to “giving away service to users and making money when some opt to pay for additional features.” As consumers we love this strategy — who doesn’t want something for free (especially when living on a student budget). It certainly encourages people to try your product. But how can you make money giving something away? Evernote, a suite of software and services used for taking and storing notes, has used the freemium business model with great success. This Fast Company article, “ Evernote CEO Phil Libin’s 3 Steps to ‘Freemium’ Success [Continue Reading …]
As we all know the job market is tough right now. One area that is booming for marketing people — social media (think Facebook, Myspace, Twitter, Foursquare, etc.). Here is an area where many students have better experience than someone in marketing for 20 years. This article describes the rush in hiring people who can help firms with social media — see “ Twitter, Twitter, Little Stars, ” (Bloomberg Businessweek, July 15, 2010). What do you think? Is this a good opportunity for today’s marketing students? What type of experience or training should a student have to better prepare themselves for this opportunity? Share [Continue Reading …]