Time Magazine has a disturbing story about people paying faux paparazzi up to $1500 to follow them around town with cameras. The trend is driven by the twin obsessions with chronicling one's life and experiencing fame. "We live in a culture where if it's not documented, it doesn't exist," says Josh Gamson, a University of San Francisco professor of sociology who studies culture and mass media. "And if you don't have …
Brand Identity Is More Than Copy Can Convey
John Moore of Brand Autopsy penned a piece for Brandweek about the needlessness of taglines. Here's a segment: The formula for advertising is a lot like stand-up comedy. A brand’s advertising consists of a setup and then closes with a tag line. Doesn’t matter if it’s print, OOH, TV, whatever … most advertising has a setup that leads to a tagline, which is designed to coax a Pavlovian sale from a customer. What if …
Continue Reading about Brand Identity Is More Than Copy Can Convey →
Nike’s Investing In Experiential. Big Time.
“We’re not in the business of keeping the media companies alive, we’re in the business of connecting with consumers.” - Trevor Edwards, Nike’s corporate vice president for global brand and category management This is a great time to be in the marketing services business. The inverse is also true—it's not such a great time to be in the TV commericals-making business. Nike spent just 33 percent of its $678 million …
Continue Reading about Nike’s Investing In Experiential. Big Time. →
Experiential Spawns WOM
Dockers is turning to trunk-shows in effort to convince a small gorup of influential women to wear the brand's clothes. Dockers is inviting between 50 and 70 women to each of eight events dubbed "Dockers Style Sessions," in hotel suites in cities such as Sacramento, Calif., Cincinnati, and McLean, Va. The first event is in San Francisco on Thursday. The shows coincide with a print-ad campaign in roughly a dozen …
Ronald Rocks The Brand
McDonald's is investing in experiential marketing. The QSR chain will host a free, 10-city concert tour featuring emerging recording artists performing in select McDonald's parking lots. Consumers can view the concerts, check the tour schedule and buy concert T-shirts at McDLive. Fans can also can vote for their favorite artists. The musician or group with the most fan votes at the end of the tour will be featured in …
Mainiacs Invest In Experiential Marketing
Associated Press reports that mail-order retailer L.L. Bean is looking to develop a theme park-style adventure center near its flagship store in Freeport, Maine that will build on the company's outdoors heritage, drive sales and add another attraction for tourists. Visitors to the site and another Bean-owned property along Casco Bay could try activities from biking and archery to kayaking and snowshoeing. There are …
Continue Reading about Mainiacs Invest In Experiential Marketing →
Psst…Buy This…Now!
Here's a way to put a bug in someone's ear. Is it a great new marketing technique, or really, really creepy? The Boston Globe has the story. Marketers around the world are using innovative audio technology that sends sound in a narrow beam, just like light, making it possible to direct messages right into consumers' ears while they shop or sit in waiting rooms. The audio spotlight device, created by Watertown firm …
Brave And Desperate
What do you do when everyone thinks your product is boring, overpriced and mediocre? You provide incentives...such as "90 Days Same As Cash." Which is exactly what The Atlanta Braves are doing: The Braves on Monday announced they have teamed up with GE Money to offer a 90-day same-as-cash financing plan on the purchase of full or partial season-ticket packages, which remain on sale. "It's a unique and interesting …
