Category: Uncategorized
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BMW Markets with Audio Books
After attracting plenty of attention by producing original films, BMW is now trying a less expensive but perhaps more sustainable campaign of audio books. These audio books are designed to be heard while driving, and although BMW owners and active shoppers may be the first to hear them, I can see these books becoming an…
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Super Bowl has become an Advertising Festival
When Apple ran its "1984" commercial, I had just finished an MBA in marketing and started my first job in advertising. Nothing in my marketing education prepared me for how well that commercial worked. Now in 2006, I confess I didn’t realize what an advertising festival this year’s Super Bowl would be. It’s been creeping…
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Anheuser-Busch May Ditch Media for Direct-to-Consumer
The beer companies have never been big direct marketers, but signs are surfacing that Anheuser-Busch may view the internet as its big opportunity to get one-to-one with its audience. As tv commercials become easier to avoid and audiences become more fragmented, more of advertisers’ money is going into web-based advertising ventures where return on investment…
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Concert Movie Showing Low-Risk Way to Draw Fans
Sponsoring music performances is an excellent way to generate good will and awareness. Does sponsoring a rock concert seem too risky and expensive? Then consider sponsoring a movie-theatre showing of a rock concert movie. Heck, you could sponsor the airing of a classical or jazz music performance tape if that’s more appropriate for your audience.…
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Best Buy Begins to Supply Customers, not Store Shelves
Best Buy is discovering that "big box" idea has run its course as a competitive advantage, so it’s pushing supply chain management further into the selling process. Instead of minimizing costs, maximizing customer access to products has become the focus. HBS Working Knowledge Best Buy’s Supply Chain Transformation by Ken Cotrill The strategy, dubbed "customer-centricity,"…
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Dunkin’ Donuts Catches a Ride on JetBlue
JetBlue will start serving Dunkin’ Donuts coffee (not donuts) on its flights. Most people see this as a boost for JetBlue, but as a devoted coffee drinker who prefers their taste, I think this is a coup for Dunkin’ Donuts. Many, many more people from outside Dunkin’ Donuts current market areas will discover the smooth…
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News Corp Plans Commerce Tools for MySpace
Ross Levinsohn is in charge of marketing the advertising space at all the News Corp. web sites. In an interview in the Wall Street Journal, he describes a very interesting idea to enable mulit-level marketing at Myspace. It’s just an idea that’s ‘out there,’ but one that could greatly increase the power and loyalty of…
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Avoid Betraying your Customers
Over at ClickZ, Pete Blackshaw has a great article which puts a recently published book into context. I’ve always been skeptical of "easy answers," but Fred Reichheld says the Ultimate Question is all you need to measure success. Pete Blackshaw compares this with his experience collecting customer feedback, and agrees with Reichheld that companies need…
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An Advertising Experience to Reflect the Consumption
The best advertising gives the audience a taste of the consumption experience. Austin-based advertising agency T3 created a special web site (or micro site) for Marriott to show off the innovations it’s developed for business travelers: www.ExperienceMarriott.com. iMedia Connection: Experience Wanted by Gay Warren Gaddis of T3 Developing ExperienceMarriott.com required more than a little fortitude…
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Espresso Dating
On finding out that the most popular place for a first date is a coffee shop, Strarbucks reaches out to the dating community. Starbucks does a good job of staying in dance step with its customers. Espresso Dating (sighted by Page Rockwell at Salon, subscription required) Subscribe to Yahoo! Personals, and we’ll send you a…
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