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Creative Uses of Guerilla Marketing

26 May

Guerilla marketing involves innovative, unconventional, and low-cost marketing techniques that seek to achieve maximum consumer exposure for a product. Although the concept has typically been applied to low-cost tactics used by small firms, guerilla marketing is now being used more often by larger companies to stand out better without eating up large parts of their budget.

“Guerrilla marketing works because it’s simple to understand, easy to implement, and outrageously inexpensive. These creative marketing campaigns are the perfect example of how firms use some of the most creative minds in the world, by thinking outside the box, to produce effective advertising strategies for their product that forces us to hear their voices.”

“I’ve seen many people complaining that street advertising doesn’t have much room for innovation, but here we are about to contradict these complaints. Just like any other ad space medium, streets are also allow you to reach more specific audiences, but streets are not limited to that because it can be a space for creative imagination, and these creative street marketing campaigns are good evidence of this.”

 

These examples are all from InstantShift.

 

Clever Way to Promote an IWC Schaffhausen luxury watch!

 

Folger turning a sewer into a steaming cup of coffee!

 

McDonald’s French Fries logo on a walkway!

 

Adidas spans the globe (or at least a highway)!

 

Motivational Quotes to Get You Going

2 May

There are times when all of us need some inspiration to keep us motivated. Our favorite (as reflected in the blog subtitle is to “live life every day.” 🙂 What is YOUR  favorite  inspirational quote?

For more inspiration, check out the 50 motivational quotes from Inc. (curated by Jeff Haden). Here is Inc.’s top ten:

  1. “The way to get started is to quit talking and begin doing.” Walt Disney
  2. “Fear is the disease. Hustle is the antidote.” Travis Kalanick [Uber]
  3. “The question I ask myself almost every day is, ‘Am I doing the most important thing I could be doing?'” Mark Zuckerberg [Facebook]
  4. “The best time to plant a tree was 20 years ago. The second best time is now.” Chinese proverb
  5. “I attribute my success to this: I never gave or took any excuse.” Florence Nightingale [founder of modern nursing]
  6. “The most difficult thing is the decision to act, the rest is merely tenacity.” Amelia Earhart [aviation pioneer]
  7. “Do or do not. There is no try.” Yoda [Star Wars]
  8. “Twenty years from now, you will be more disappointed by the things that you didn’t do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails. Explore, Dream, Discover.” Mark Twain [author]
  9. “When I let go of what I am, I become what I might be.” Lao Tzu [Chinese philosopher]
  10. “The most common way people give up their power is by thinking they don’t have any.” Alice Walker [author]

 
And check out this Inc. video on Richard Branson.

 

Five Fashionistas That Are Thriving

27 Apr

Although many fashion firms are undergoing difficult times, there are some bright spots among specialized fashionistas  and related companies.

Fast Company has identified five of them:

“The following five companies illustrate the power of building a brand atop an authoritative editorial voice, whether it’s in the form of viral videos and lifestyle blogs or influencer ‘grams and disappearing Snaps. They’re also fostering conversations with consumers—sneakerheads, fashionistas, and beauty obsessives alike—that inform everything from product design to distribution and marketing. In their hands, content has become a robust engine for commerce.”

  • CLIQUE MEDIA GROUP — “For parlaying fashion advice into retail gold. Clique Media leaped out of the digital world and into the physical one in January 2016 with a clothing line for Target. The millennial-minded Who What Wear collection offers runway trends at big-box prices ($34.99 for velvet pants, $44.99 for a cape blazer) and keeps up with the frenetic pace of fashion by committing to 12 updates a year. It’s a natural evolution for the company, which grew out of the Who What Wear blog started by Elle magazine veterans Katherine Power and Hillary Kerr.”
  • GLOSSIER  — “For collaborating with customers to create cult cosmetics. The beauty industry has generally flowed in one direction: Executives in glass towers decide which products they’re going to put on shelves, and women buy them (or don’t). Glossier founder and CEO Emily Weiss has turned this process into a two-way conversation by asking readers of her beauty news and reviews website, Into the Gloss, to weigh in on every aspect of her skin-care and makeup company.” 
  • HYPEBEAST — “For uniting sneakerheads into a lucrative demographic. ‘In the world of hype, in the world of cool, you need to be the coolest platform selling the coolest products,’ says Kevin Ma, the unflappable founder of the Hong Kong–based streetwear site Hypebeast. Championing edgy brands such as Raf Simons, Vetements, and Hood by Air, Ma’s site has grown from a simple sneakerhead review hub (created in his Vancouver bedroom) to a multifaceted arbiter of all manner of urban fashion and culture that includes Hypebeast, the year-old female-focused Hypebae, and an online marketplace called HBX that sells everything from Yeezy Boosts to Leica cameras.” 
  • KENZO — “For ripping up the seams of fashion marketing. When actress Margaret Qualley shot lasers from her fingers during a dance routine in the Spike Jonze–directed short film Kenzo World, that’s likely when marketers went slack-jawed. Commissioned to celebrate the launch of the French fashion house Kenzo’s Kenzo World fragrance, the spot (which went viral) and won a top industry award, led to a wildly successful soft launch of the perfume — no paid media or marketing required. (Parent company LVMH cited the campaign as helping drive the 8% growth in its perfumes and cosmetics division in 2016.)”
  • REWARDSTYLE — “For giving influencers a must-have accessory. Founder Amber Venz Box has channeled her frustration as a fashion blogger who wanted to make more money into a full suite of back-end publishing and tracking tools. Today, RewardStyle allows her and her fellow bloggers and Instagram personalities the chance to earn commissions on the products they promote. ‘Our mission is making [influencers] as economically successful as possible,’ she says. Users who like a RewardStyle influencer’s ’gram receive an E-mail on where to buy the featured look.”

 
Click the image to read more about these five firms.

“There [is] no reason to be shy. The world is hungry for new things,” says Kenzo co-Creative Director Carol Lim of the approach she and Humberto Leon take to content marketing. [Photo: Pari Dukovic]


 

Can Mark Wahlberg Help AT&T?

26 Apr

The competition among TV service, Internet, and cellphone service providers is more intense than ever — especially with the discount cellphone service pricing from T-Mobile and Sprint. Both AT&T and Verizon have seen this competition hit their bottom lines.

As a result, AT&T has just signed up celebrity Mark Wahlberg to headline video commercials that encompass all of the services that AT&T offers. Will this “all in one” campaign succeed?
 
 
Here is is a 90-second ad that AT&T uploaded to YouTube on April 24, 2017.


 
No matter how well the campaign does, Mark Wahlberg will do VERY well!!! 🙂


 

Attributes That Employers Study for Their Marketing Hires

25 Apr

What attributes do employers most value when considering candidates for marketing positions? Certainly, there are many possible answers to this question depending on the company, the specific job, and other criteria.

Nonetheless, here is an interesting delineation of factors that employers consider, as suggested by Geoffrey James for Inc.:

“Hiring great marketers can be challenging, though. Some marketers are great at appearing to be useful when they’re really accomplishing next to nothing. And, in my experience, some of the worst marketers have MBAs or years of experience. With that in mind, here’s what [employers should] look for in a marketing candidate.”

  1. A person who understands that marketing is a service. The first question to ask any candidate for a marketing job: ‘Define marketing.’ The answers will fall into three categories: (a) ‘Say whut?’ You’d be surprised how many marketers (including people with MBAs) don’t have a working definition of what they do, or plan to do, for a living. (b) ‘Marketing is strategic.’ Some marketers define marketing too broadly. Candidates who hold such bloated notions tend to squander their energy in too many directions. (c) ‘Marketing is a service.’ A top marketing candidate will tend to define marketing as a service that helps sales do its job more easily.”
  2. A person who likes being measured. Strong marketing groups (and the candidates you’d want to hire in them) are all about quantitative measurement. They’re familiar with marketing metrics (like conversion rates) and more than willing to have their work  judged on the basis of verifiable numbers.Weak marketing groups focus on activities, regardless of whether those activities generate sales opportunities or help salespeople close them. Such activities include brochures that nobody reads, fancy ads that generate zero sales leads, trade shows that are networking parties for the marketers, and more.
  3. A person who can write concisely.  We live in a constant state of information overload. Thus, the only marketing messages that are heard and remembered are short, vivid, and original. Unfortunately, some marketers are prone to use $5 words when 50¢ words would do the job better; biz-blab like ‘reach out,’ ‘circle back,’ and ‘pick your brain’; and clichés like ‘disruptive innovation,’ ‘industry-leading,’ and ‘state of the art.’ These sins can be deadly to marketers who must communicate with customers who are notoriously unwilling to wade through thick business prose.”
  4. A person who’s had some experience selling.  Great marketers have a deep respect for the job of selling. They realize that marketing is only meaningful if it helps salespeople do their job, which is much more important than any marketing task. You needn’t hold out for someone who’s sold for a living (although that would be ideal), but it is important that a marketing candidate know what it’s like to actually sell.”

Click the image to read more.

                   CREDIT: Getty Images

 

Another United PR Disaster: You Can’t Make This Up!

18 Apr

After its recent public relations nightmare, when it forcibly removed a passenger from a seat due to overbooking (overloading)  and dragged him from his seat, you would think that United Airlines would have learned its lesson. Social media and TV reports skewered United for its actions. Just this one video received more than 3.6 million views in a single week after the incident.
 

 
As a result of the continuing social media barrage — and after several PR missteps, United’s CEO finally issued a more consumer-oriented message to the public. As reported by Brandon Morse for THE BLAZE:

“United CEO Oscar Munoz has stated that in light of the recent deplaning debacle [on April 9, 2017], United Airlines will no longer use police to remove passengers from planes. In an interview with Good Morning America, Munoz stated that he felt ‘ashamed’ over how passenger David Dao was forcibly removed from the flight, and promised to review his company’s passenger removal policy. According to United spokesperson Maddie King, the passengers who witnessed the incident of flight 3411 will be reimbursed for the price of their ticket [if they sign a waiver against suing]. This news comes on the heels of the announcement that two more officers that were involved in the incident have been put on leave.”

From Fox News:

“That is not who our family at United is,” Munoz said. “This will never happen again on a United flight. That’s my promise.” In the future, law enforcement will not be involved in removing a “booked, paid, seated passenger,” Munoz said. “We can’t do that.”

So did CEO Munoz really mean what he said? You decide! On April 15, 2017, less than one week after the above incident, United removed two passengers on the way to their wedding. NPR’s Doreen McCallister reports that: “A couple flying to Costa Rica for their wedding were removed from a United Airlines flight in Houston on Saturday. The incident happened nearly a week after a video showing a passenger being dragged off a Chicago-to-Louisville flight went viral. Michael Hohl and Amber Maxwell are scheduled to get married on Thursday.
 
Here’s a video clip from USA Today on this latest incident.
 

 
More!! The parodies of United Airlines are brutal. Here’s one example (recorded before the wedding couple incident).
 

 

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