Drew's Marketing Minute header image 1

Entries Tagged as 'Marketing'

Bring your marketing to life

February 1st, 2013 · Marketing, Media, Strategy

image[1]For the past decade, we’ve been talking about experiential marketing. It’s not enough to create an awareness of your product — you need to, when you can, connect with your consumers (B2B or B2C) in as tangible and memorable a way as possible.

So it shouldn’t really surprise us that TV spots are literally living the flat screen and moving into our 3D world.  And the TV spot component of this isn’t the mandatory part.  You could create this sort of experience off a trade show booth or product launch in lots of different ways.

image[4]A great example is what the folks at Axe have been up to.  They’re launching a new line of product called Apollo.

Yes, the did the obligatory TV spot, which you’ll see during the Superbowl (watch it below). But they also came alive in a couple ways.  First… Axe astronauts are showing up in crazy places, like Times Square and the subway.  They’re handing out products and a chance to win a trip to space. Yes… a real trip to space.  You can enter at by clicking here.  They even held a press conference with Buzz Aldrin to announce their Axe Apollo Space Academy.

Check out their TV spot:

What makes all of this so interesting is that — a TV commercial isn’t enough anymore.  Even a Superbowl TV spot.  You’ve got to be able to breathe life (literally) into your campaigns so they capture people’s attention, imagination and ultimately, interest.

So how can you, who probably don’t have Axe’s marketing budget, do the same thing?

Go where your customers go — and stand out:  Don’t just be at the tradeshow in your logo wear and expect them to notice you.  You’ve got to take the risk and be a little outrageous.  Gauge it to your audience but do what most people would call “a crazy idea.”

Extend the campaign into your prospect’s lives:  You need to hop off the webpage, printed page or TV screen and “come alive” in some way.  Do you need to don a space suit and walk around Time Square?  Hardly.  But figure out ways you can take some 3D form in their world.  Maybe it’s as simple as providing them with a tool they’ll use every day.

Know your audience: Axe knows their 15-25 year old male audience and plays to them perfectly. If your audience was female attorneys 40+, you probably wouldn’t be giving away a trip to space.  Experiential marketing is not a one size fits all deal.  You need to tailor fit your choices.

How might you bring your marketing “off the page”?


Enhanced by Zemanta

→ No CommentsTags:········

The new phone book is here — where’s yours?

January 17th, 2013 · Marketing, Media

photoNormally at MMG, we caution clients to be careful of the “I don’t listen/watch/do therefore neither does my target audience” trap.

We usually do not represent our target audience and even if we are like them — there are plenty of exceptions to the rule.  And sometimes the exception is you!

But in this case I will say — how you (and I) use our trusty, dusty phone book is probably pretty similar to how the rest of the world responds to them as well.

Mine?  It went from bag on the lawn to recycling bin in one fluid motion.

If you are still spending money on phone book ads — unless you know that your target audience still uses them (pretty much the 65+ crowd), there are better places for your money.

P.S.  And don’t let the “how did you hear about us” question fool you.  TV and the phone book are the usual answer when they respondent either doesn’t remember or doesn’t want to say.

Enhanced by Zemanta

→ 9 CommentsTags:······

Are you ready for the attention?

January 8th, 2013 · Business Owner/Leader Stuff, Marketing, Strategy · 14 Comments

Let me paint you a picture. You have a new product that you’re bringing to market in the next 60 days. You have the opportunity to showcase this new product at the world’s largest and best attended trade show for your industry. You showcase the product and within hours — you have over 45,000 stories [Read more...]

Five trade show mistakes to avoid

December 13th, 2012 · Marketing, Sales, Strategy · 5 Comments

Mistake #1: Not having a pre-game plan. Trade shows are one of those things that sneak up on you. You’re going to have to be out of the office for a few days, you need everything shipped in advance and you’re juggling your regular work. But the prep work should be done months in advance, [Read more...]

Could your marketing strategy benefit from an outside audit?

November 30th, 2012 · Marketing · 2 Comments

Drew’s note ~ Here’s some practical advice from the folks at Simple Machines Marketing and we couldn’t agree more.  We often start our engagements with new clients with an audit like Charlie describes: As a marketing strategist who works directly with clients, I’m very familiar with the frustration businesses feel when it comes to marketing. [Read more...]

5 Marketing To Dos to get done before 2013

November 28th, 2012 · Business Owner/Leader Stuff, Marketing, Strategy · 13 Comments

This is the time of year where work grinds to a halt. We have another two weeks or so before the holiday frenzy, parties, hangovers and the general professional apathy creeps in and productivity becomes a dirty word. But don’t give up hope yet.  I think there’s still a few things we can get done [Read more...]

Are you Marketing Smart

October 17th, 2012 · Books, Marketing · No Comments

Marketing Smart by my friend John Gumas from Gumas Advertising is a collection of proven strategies and tips to help you take on your competitors and win! The book is straight-forward, pragmatic and actionable! Be prepared to dog-ear, highlight and nod your head as you read.  You know I don’t love books that tell you [Read more...]

The power of we

October 15th, 2012 · Collaborations, Marketing, Web/Tech · 2 Comments

Today is Blog Action Day*.  What does that mean? It means that thousands of bloggers from over 108 countries will come together today to blog on a single topic.  Ironically — this year’s topic is the power of we. The essence of Blog Action Day, really. Each blogger shares his/her own slant on the theme…with [Read more...]

7 keys to compelling case studies

October 2nd, 2012 · Content Marketing, Marketing, Storytelling · 6 Comments

Why do case studies work so well? It’s simple really. Everyone loves a good story. And there’s a reason why Aesop and others opted to teach their life lessons through stories that have been told and re-told for many years. Smart parents know this trick too. They teach lessons to their children through stories of their [Read more...]

Marketing in the Round (is your marketing a 360° effort?)

July 13th, 2012 · Books, Marketing, Strategy · 7 Comments

You know those people who modify who they are, based on who’s around or where they are? They behave one way at work, one way on Friday nights and another way on Sunday mornings. I think it’s difficult to trust people who don’t live one, integrated life. We react the same way to brands and [Read more...]