http://www.nytimes.com/2012/11/30/business/media/bazooka-gum-overhauls-brand-and-loses-comic-strips.html
I remember when I was a child and the neighborhood children and I would ride our bikes to the penny candy store. Well, I think even back then, it wasn't a penny. I think it was more like a nickel....but that is besides the point. :)
We would buy the Bazooka bubble gum...which had the comic inside of the packaging. I loved opening the gum and finding a new comic to read. It was a lot of fun and part of my childhood.
Bazooka is now changing its face. No longer will the package be the red, white, and blue.....it is now funky paint splatters all over the packaging (although that feels a lot like the 80's to me....but whatever! :P haha...). It is also losing that comic that I loved so much as a young child. Now, they are putting in things like brain teasers and jokes and stuff.
Basically, the company is rebranding so that they can try and make some of their money back. Sales have been declining for some time.
THE END.
Thanks for a great semester, Professor Lochiatto!!!
Monday, December 10, 2012
Week 14: Facebook selling
http://www.cmswire.com/cms/customer-experience/selling-on-facebook-now-easier-to-track-018316.php
This was an interesting short article about how Facebook has made selling on their website much easier to track than previously. The tool that will be implemented has been said to have been more effective than advertising on Google....which is considered prime advertising real estate, should you know how to navigate the ability to get your rankings high.
The tool will not only measure the click-throughs and apps downloaded. It will be able to do so much more. It will have a feature like Sponsored Stories, which highlights different companies.
This was an interesting short article about how Facebook has made selling on their website much easier to track than previously. The tool that will be implemented has been said to have been more effective than advertising on Google....which is considered prime advertising real estate, should you know how to navigate the ability to get your rankings high.
The tool will not only measure the click-throughs and apps downloaded. It will be able to do so much more. It will have a feature like Sponsored Stories, which highlights different companies.
Week 13: I KNEW I drank Coke Zero (or other diet sodas) for a reason!!!
http://www.adweek.com/news/advertising-branding/coca-cola-s-new-exercise-tool-145770
In the UK, Coca-Cola has unfurled a new tool on their website which is kind of funny......it is a Walk It Off Calculator. Basically, it tells you how much of a certain activity needs to be done in order to burn off the calories found in a can of regular soda. It is interesting that the company who puts out the soda is the one who is also putting out the calculator...b/c these findings are a little disappointing, especially if you aren't into diet sodas and fiend on the regular ones. I wonder if Coca-Cola was fined.....or if they were given an incentive (i.e. - funds from a certain company) in order to promote healthy well-being/exercise/etc. There doesn't seem to be any benefit to them for doing this??
It hasn't made its way to the US...there are no plans for this to happen (read: b/c Americans are super unhealthy and drink too much soda.... :) haha...) but people have heard about it from sharing it with people they know.
In the UK, Coca-Cola has unfurled a new tool on their website which is kind of funny......it is a Walk It Off Calculator. Basically, it tells you how much of a certain activity needs to be done in order to burn off the calories found in a can of regular soda. It is interesting that the company who puts out the soda is the one who is also putting out the calculator...b/c these findings are a little disappointing, especially if you aren't into diet sodas and fiend on the regular ones. I wonder if Coca-Cola was fined.....or if they were given an incentive (i.e. - funds from a certain company) in order to promote healthy well-being/exercise/etc. There doesn't seem to be any benefit to them for doing this??
It hasn't made its way to the US...there are no plans for this to happen (read: b/c Americans are super unhealthy and drink too much soda.... :) haha...) but people have heard about it from sharing it with people they know.
Week 12: It's gone VIRAL!
http://www.adweek.com/news-gallery/advertising-branding/20-most-viral-ads-2012-145652?page=18&js=1&view_name=news_gallery&view_display_id=node_content_1&view_args=145652&view_path=node%2F145652&view_base_path=node%2F145652&view_dom_id=1&pager_element=0#tnt-a-dramatic-surprise-on-a-quiet-square-2
The top 20 most viral ads of 2012 came out. Topping the charts at #1 was the Invisible Children: Kony....but in the mix are some Nike ads, which tend to fare well, along with VW, who tends to have a top 20 most years. Also, there was one for PBS with Mr. Rogers Remix and an Abercrombie & Fitch ad with a parody of Call Me Maybe. Of course Coca-Cola had an ad in there as well for Coke Zero with a 007 spinoff.
Viral ads are very important in getting the word on the street. People remember these ads and many, many people are subjected to them. This is a great way to advertise....and to get the most bang for their advertising/marketing buck.
The top 20 most viral ads of 2012 came out. Topping the charts at #1 was the Invisible Children: Kony....but in the mix are some Nike ads, which tend to fare well, along with VW, who tends to have a top 20 most years. Also, there was one for PBS with Mr. Rogers Remix and an Abercrombie & Fitch ad with a parody of Call Me Maybe. Of course Coca-Cola had an ad in there as well for Coke Zero with a 007 spinoff.
Viral ads are very important in getting the word on the street. People remember these ads and many, many people are subjected to them. This is a great way to advertise....and to get the most bang for their advertising/marketing buck.
Week 11 - Click Through Ads
http://www.marketingprofs.com/articles/2012/9575/pear-or-why-a-3-click-through-rate-for-a-banner-ad-is-perfectly-acceptable
We recently went over topic in class a couple chapters ago.....so I found it interesting to read this article. Basically, the whole point of the article is that a .3% click through rate of banner ads is acceptable because not everyone will be looking to make a purchase at that time. Therefore, what would be the purpose of clicking on a banner if you weren't looking to purchase at that time. No one is going to be doing research for a product if they aren't looking to buy at that moment.
A couple interesting facts about online marketing:
The author said that there were 5 ways to achieve PEAR:
We recently went over topic in class a couple chapters ago.....so I found it interesting to read this article. Basically, the whole point of the article is that a .3% click through rate of banner ads is acceptable because not everyone will be looking to make a purchase at that time. Therefore, what would be the purpose of clicking on a banner if you weren't looking to purchase at that time. No one is going to be doing research for a product if they aren't looking to buy at that moment.
A couple interesting facts about online marketing:
- 20% of advertising is made up of online ads.
- $32 billion dollars was spent on online advertising in 2011, which was a 23% increase from the previous year.
The author said that there were 5 ways to achieve PEAR:
- The banner ads need to be designed in a way that consisently shows your message and what you want conveyed.
- Research your audience and place them in places where it would make sense to put them.
- Make yourself visible on social media sites.
- Partner with bloggers in your specialty.
- Invest time & money.
Week 10 - I'm an Apple lover through and through...
http://www.inma.org/blogs/integrated-advertising-sales/post.cfm/what-advertising-sales-teams-can-learn-from-samsung
This was an interesting article about how Samsung has positioned their Galaxy III against the iPhone in advertising wars. Although I will never be swayed for my love of Apple products (sorry Android....you suck!), I was intrigued by the article. It gave three good points for how Samsung did well in their recent advertisement of their phone...
The first was that they repositioned the competitor. Samsung told the world what the Galaxy III could do that the iPhone could not possibly dream of doing.....albeit, most of the crap that the iPhone can't do is stuff that NO ONE needs to do....or if you want to do, there is an app for that! :)
The second was to assert the product advantages in new ways. The article shows an advertisment that they ran....it gave a long list of features of the Galaxy....next to a super short list of features of the iPhone. They repositioned Apple as a company that is behind the times.
The third was to be bold. By being bold and basically crapping all over Apple, it makes them look better and more powerful than Apple. In my opinion, it looks like they are crying out for attention....but hey....you aren't going to sway my love for Apple with a stupid advertisement! :)
This was an interesting article about how Samsung has positioned their Galaxy III against the iPhone in advertising wars. Although I will never be swayed for my love of Apple products (sorry Android....you suck!), I was intrigued by the article. It gave three good points for how Samsung did well in their recent advertisement of their phone...
The first was that they repositioned the competitor. Samsung told the world what the Galaxy III could do that the iPhone could not possibly dream of doing.....albeit, most of the crap that the iPhone can't do is stuff that NO ONE needs to do....or if you want to do, there is an app for that! :)
The second was to assert the product advantages in new ways. The article shows an advertisment that they ran....it gave a long list of features of the Galaxy....next to a super short list of features of the iPhone. They repositioned Apple as a company that is behind the times.
The third was to be bold. By being bold and basically crapping all over Apple, it makes them look better and more powerful than Apple. In my opinion, it looks like they are crying out for attention....but hey....you aren't going to sway my love for Apple with a stupid advertisement! :)
Week 9 - Everyone is getting in the Christmas spirit....even marketers! :P
http://www.nytimes.com/2012/11/29/business/media/more-brands-offer-campaigns-with-holiday-themes.html?ref=advertisingandmarketing
This was an interesting article about how companies who never before touched the holiday advertising now is trying to get a piece of the action. Companies like Coca-Cola have been doing holiday themed advertisements for years! This is no surprise; however, when companies like TBC (who makes the Smart Balance products like milk & butter) and ADT (the home security system company) come out with holiday themed advertisments with Santa, this is different!
A great quote from a spokeswoman at ADT was, “By tapping into the magic of the season, we believe we can better connect with consumers to demonstrate how our offerings help to enhance their lives.” She understands that this is a special time of year when most people are happy and nostalgic. They want things to be perfect and great for their families....so why not play on that?
This was an interesting article about how companies who never before touched the holiday advertising now is trying to get a piece of the action. Companies like Coca-Cola have been doing holiday themed advertisements for years! This is no surprise; however, when companies like TBC (who makes the Smart Balance products like milk & butter) and ADT (the home security system company) come out with holiday themed advertisments with Santa, this is different!
A great quote from a spokeswoman at ADT was, “By tapping into the magic of the season, we believe we can better connect with consumers to demonstrate how our offerings help to enhance their lives.” She understands that this is a special time of year when most people are happy and nostalgic. They want things to be perfect and great for their families....so why not play on that?
Week 8 - Seasons of Fragrance
With the Holiday season upon us, fragrance sales are at its peak. According to the article in the New York Times (http://www.nytimes.com/2012/12/06/fashion/celebrity-branding-scent-by-scent-skin-deep.html?pagewanted=2&ref=advertisingandmarketing), November and December make up 40% of fragrance sales. From January to August, they make around $55 million on celebrity scents.
The article was discussing how different A-list and not-so-A-list people are all getting in on their share of the fragrance pie. If you have had your pinkie toe dipped in Hollywood, it is the only natural step to take....get your own fragrance line. They really focused on Snooki, who has 2 different fragrances out. Most people who visited her at her Macy's showing weren't necessarily interested in purchasing the perfumes, they just wanted to get their picture taken with her.
A great point of the article was that social media is very pointed. You can get an understanding of your customers and it is very cheap to do. You can also get immediate results.
The bottom line of the article was that celebrities get a fragrance line at the height of their career before they fizzle out.
The article was discussing how different A-list and not-so-A-list people are all getting in on their share of the fragrance pie. If you have had your pinkie toe dipped in Hollywood, it is the only natural step to take....get your own fragrance line. They really focused on Snooki, who has 2 different fragrances out. Most people who visited her at her Macy's showing weren't necessarily interested in purchasing the perfumes, they just wanted to get their picture taken with her.
A great point of the article was that social media is very pointed. You can get an understanding of your customers and it is very cheap to do. You can also get immediate results.
The bottom line of the article was that celebrities get a fragrance line at the height of their career before they fizzle out.
Week 7 - E-Cig Advertising
I distinctly remember as a kid many "fun" advertisements with Joe Cool the Camel for Camel Cigarettes. People would walk around in t-shirts advertising the Camel brand cigarettes, there were TV commercials, and billboards all with this cartoon camel face on it. He was "cool"! They advertised that you would be cool if you smoked. Once the health reports finally made people realize that smoking was not cool but rather, detrimental to your health, they became banned.
Now, according to an article in the New York Times (http://www.nytimes.com/2012/12/06/business/media/campaigns-for-electronic-cigarettes-borrow-from-their-tobacco-counterparts.html?adxnnl=1&ref=advertisingandmarketing&adxnnlx=1355151992-euXkuBzFp4vAHsfZfVS58A&_r=0), advertisements will resume for cigarettes; however, they will not be real cigarettes....they will be the e-cigarettes. They are going to have the catchy slogans and fun phrases to attract the attention of customers, as good advertisements typically do.
It will be interesting to see how these advertisements make people react. I will also be curious to see if e-cigarette sales spike due to these "fun/cool" advertisments.
Now, according to an article in the New York Times (http://www.nytimes.com/2012/12/06/business/media/campaigns-for-electronic-cigarettes-borrow-from-their-tobacco-counterparts.html?adxnnl=1&ref=advertisingandmarketing&adxnnlx=1355151992-euXkuBzFp4vAHsfZfVS58A&_r=0), advertisements will resume for cigarettes; however, they will not be real cigarettes....they will be the e-cigarettes. They are going to have the catchy slogans and fun phrases to attract the attention of customers, as good advertisements typically do.
It will be interesting to see how these advertisements make people react. I will also be curious to see if e-cigarette sales spike due to these "fun/cool" advertisments.
Sunday, October 7, 2012
Week 6 - I thought a customer was ALWAYS right???
http://www.businessweek.com/articles/2012-10-01/because-the-customer-is-not-always-right
Interesting article on a new website that was created by a slighted customer. Peter Robideau created a website called BadConsumers. It is basically a database of all of the customers who have not paid or have been problem customers for the clients who sign up. Small businesses are really at risk from those customers who decide they want to haggle on the price after one has been agreed upon; or those customers who don't pay it at all. Small businesses don't have the means to chase the funds further than the collections department in their Accounts Receivable department. They do not have lawyers who can chase down these funds if not paid. I think it is a great idea. It helps those businesses from falling prey to those customers who tend to be repeat offenders of scamming people out of money, or just being difficult in general. I also thought it was a very creative title. It definitely caught my attention to read the article.
Interesting article on a new website that was created by a slighted customer. Peter Robideau created a website called BadConsumers. It is basically a database of all of the customers who have not paid or have been problem customers for the clients who sign up. Small businesses are really at risk from those customers who decide they want to haggle on the price after one has been agreed upon; or those customers who don't pay it at all. Small businesses don't have the means to chase the funds further than the collections department in their Accounts Receivable department. They do not have lawyers who can chase down these funds if not paid. I think it is a great idea. It helps those businesses from falling prey to those customers who tend to be repeat offenders of scamming people out of money, or just being difficult in general. I also thought it was a very creative title. It definitely caught my attention to read the article.
Week 5 - Cool Marketing Quotes
I am really enjoying the website Cool Marketing Stuff. All of the articles that I have read thus far have been very enjoyable and incredibly interesting. There hasn't been anything that I have read yet that I have found to be boring.
This article was no different: http://coolmarketingstuff.com/10-best-marketing-quotes-of-all-time/
One quote that I really found to be thought provoking was #1:
1. It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. -Charles Darwin
(Sorry about the italicized text....it won't switch back to regular text). I really like this quote because it is very true. We always have to keep changing. We cannot stand still and remain the same. Everything is constantly changing, so if we are not keeping up and changing with the times, we will fall behind and become irrelevant. It reminds me of one of my favorite quotes from Benjamin Franklin, "When you're finished changing, you're finished." Change is a lifelong process. When we succumb to not changing, we should just consider ourselves to be all over.
This article was no different: http://coolmarketingstuff.com/10-best-marketing-quotes-of-all-time/
One quote that I really found to be thought provoking was #1:
1. It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. -Charles Darwin
(Sorry about the italicized text....it won't switch back to regular text). I really like this quote because it is very true. We always have to keep changing. We cannot stand still and remain the same. Everything is constantly changing, so if we are not keeping up and changing with the times, we will fall behind and become irrelevant. It reminds me of one of my favorite quotes from Benjamin Franklin, "When you're finished changing, you're finished." Change is a lifelong process. When we succumb to not changing, we should just consider ourselves to be all over.
Week 4 - Purple Cow & Zappos
http://coolmarketingstuff.com/tony-hsieh-seth-godin-interview/
I was browsing through Cool Marketing Stuff and came across an interview conducted by Tony Hsieh, who is the CEO of Zappos, one of my favorite online shoe websites. They are a online webstore that is totally focused on customer service. Ever since I saw them on The Apprentice with Donald Trump, I was a loyal customer. Tony interviewed Seth Godin, who wrote Purple Cow, which is one of my favorite business books. A few of the key points from this interview were:
I was browsing through Cool Marketing Stuff and came across an interview conducted by Tony Hsieh, who is the CEO of Zappos, one of my favorite online shoe websites. They are a online webstore that is totally focused on customer service. Ever since I saw them on The Apprentice with Donald Trump, I was a loyal customer. Tony interviewed Seth Godin, who wrote Purple Cow, which is one of my favorite business books. A few of the key points from this interview were:
*Seth’s goal has never written books to
make money. Books spread ideas. Helping someone to think a different way and
make a change in the world is worthwhile. He talked about how the odds of making money on a book is slim, so that would be a bad motivation. He likes to know that he could potentially change the world.
*Highighting and talking about positive
things makes a positive difference – Zig Ziglar’s story about a high school that was full of grafitti and bad students, etc. was radically transformed.
*Passion is hard because people are
afraid. We want to fit in. You weren’t born with it or without it…it is something that is created.
*If you want to make an impact, you need to
find out where that fear stems from.
*Happiness & kindness are related; passion &
generosity are related. You can't have one without the other.
*Seth said that the world would be better if there were most
Tony Tsieh’s.
I definitely dug this interview! I wish it had been longer and had more information!
Friday, September 21, 2012
Week 3 - I guess I should Stay in a Hotel More Often
Interesting article in the Wall Street Journal regarding the MGM Grand in Las Vegas and how they are marketing some of their hotel rooms as "healthy". Here is the link:
http://online.wsj.com/article/SB10000872396390444165804578006342166438614.html?mod=googlenews_wsj
So, basically, the hotel will have a set of rooms that are set up in order to promote health. They will be more expensive...to the tune of around $30...but they will do things such as have lights that are toward the red side of the spectrum, which promotes better sleep; antimicrobrial coatings on surfaces, as well as UV wands during the cleaning process; better filtration (air & water) systems; EMI shielding; and healthy room service and room snack options.
To me, it seems funny that it wouldn't be hotel wide; but instead, marketing it for just a small segment of rooms. It seems like all of these practices would be beneficial for everyone who visited. I'd be curious to know the reasonings. It always comes down to the almighty dollar....but if there were other reasons, that would be interesting to know!
http://online.wsj.com/article/SB10000872396390444165804578006342166438614.html?mod=googlenews_wsj
So, basically, the hotel will have a set of rooms that are set up in order to promote health. They will be more expensive...to the tune of around $30...but they will do things such as have lights that are toward the red side of the spectrum, which promotes better sleep; antimicrobrial coatings on surfaces, as well as UV wands during the cleaning process; better filtration (air & water) systems; EMI shielding; and healthy room service and room snack options.
To me, it seems funny that it wouldn't be hotel wide; but instead, marketing it for just a small segment of rooms. It seems like all of these practices would be beneficial for everyone who visited. I'd be curious to know the reasonings. It always comes down to the almighty dollar....but if there were other reasons, that would be interesting to know!
Thursday, September 20, 2012
Week 2 - Red Bull - It Gives You Wings!
I was reading a cool article about Red Bull. Being a fan of their sugar-free energy beverage, I was immediately turned on to this little article: http://coolmarketingstuff.com/red-bull/
I have always thought that they have done an excellent job marketing their products. Their web presence is very, very strong. This particular article gave the five strengths that they are really good at. They talked about how they know their target audience, they use cool & engaging videos, they target the interests of the their target group, they have a lot of interactive material on their website, and they don't do a lot of in your face promoting.
One thing that I have noticed, not even about their web campaigns, are their strong street presence. In any campus across the country, you will find the Red Bull vehicle driving around handing out free samples. This is a HUGE marketing piece that I believe makes them very successful. Their brand is easily recognizable.
I have always thought that they have done an excellent job marketing their products. Their web presence is very, very strong. This particular article gave the five strengths that they are really good at. They talked about how they know their target audience, they use cool & engaging videos, they target the interests of the their target group, they have a lot of interactive material on their website, and they don't do a lot of in your face promoting.
One thing that I have noticed, not even about their web campaigns, are their strong street presence. In any campus across the country, you will find the Red Bull vehicle driving around handing out free samples. This is a HUGE marketing piece that I believe makes them very successful. Their brand is easily recognizable.
Monday, September 10, 2012
Week One Article - The Daily Twist
http://adage.com/article/digital/oreo-s-daily-twist-campaign-puts-cookie-conversation/237104/
I found this article on the AdAge.com website. It was discussing the Nabisco's Daily Twist Campaign that they are running with the Oreo cookie. Most familiar to me was the Gay Pride Oreo...which boasts 7 layers of rainbow colored frosting...in between the chocolate cookies. I had not heard about the panda cookie, the Mars Rover cookie, or the Elvis cookie. They will be coming out with a new idea for the next 100 days through October. Each day will be a different idea based on what is going on at that moment. It was interesting to see how Nabisco has really been focusing on the digital media campaign, as they realize that social media is so important to their growth. They have seen quite a jump in their social media outlet. It is just another example of how important social media can be to the growth of a company.
I found this article on the AdAge.com website. It was discussing the Nabisco's Daily Twist Campaign that they are running with the Oreo cookie. Most familiar to me was the Gay Pride Oreo...which boasts 7 layers of rainbow colored frosting...in between the chocolate cookies. I had not heard about the panda cookie, the Mars Rover cookie, or the Elvis cookie. They will be coming out with a new idea for the next 100 days through October. Each day will be a different idea based on what is going on at that moment. It was interesting to see how Nabisco has really been focusing on the digital media campaign, as they realize that social media is so important to their growth. They have seen quite a jump in their social media outlet. It is just another example of how important social media can be to the growth of a company.
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