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How to Raise Price

Posted by Joseph Mignano on Monday, June 25, 2012, In : Marketing Strategy 
Marketers are taught early on in their education that price should not be used as product differentiation. If a product is positioned correctly to the right audience, price (in an ideal world) will not be a factor in the purchase decision making process. While that concept sounds great in most Marketing textbooks, it largely ignores reality (and basic Economics). Consumers and businesses do have budgets and finite resources, and at some point reach a limit on what they can purchase.

Yet anoth...
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Is Your Business Branded Internet Friendly?

Posted by Joseph Mignano on Sunday, June 3, 2012, In : Marketing Strategy 
Companies can brand themselves in many different regards. The proliferation of smart phones and tablet computers amongst consumers, combined with the increasing importance of staying "connected" while on on-the-go, makes it paramount for businesses to ensure customers associate Internet connectivity (at no charge) with their locations. Two industries the concept of being "Internet friendly" plays especially well for are hotels and restaurants.   

I've stayed in four different hotels so far thi...
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Branding and Strategy

Posted by Joseph Mignano on Monday, May 7, 2012, In : Marketing Strategy 
A recent interview by Adage of Bud Light brand Vice President Mike Sundet revealed what Bud Light Marketing folks think they did wrong when it came to their Golden Wheat beer (a product they have since stopped producing).

Ad Age: Bud Light is your biggest and most important brand. How do you make sure you don't overextend it with new versions?

Mr. Sundet: The key is to make sure that it all ties back into the essence of what Bud Light is all about. Bud Light is a fun, social, spontaneous br...


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What Are They Selling?

Posted by Joseph Mignano on Tuesday, May 1, 2012, In : Marketing Strategy 
Many people have seen the New Era commercial where Alec Baldwin "relieves" himself while watching a Yankees-Red Sox game:



But did you know there was a series of these commercials created? Below is another in the series I hadn't seen yet:



These commercials are another example of an attention grabbing way to bring attention to a brand or product (in this case a hat company). The off-brand humor appeals to the target market (young males), and the celebrities do a terrific job of showing passion to...
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The Value of Viral

Posted by Joseph Mignano on Saturday, April 21, 2012, In : Marketing Strategy 
Self-correcting products (products you use to "white-out" mistakes on paper) are pretty boring. One way to promote that type of product, especially with a low Marketing budget that doesn't make television or print ads possible (which I presume is the case for this type of company) is with a viral, social media focused campaign.

Tipp-Ex has taken this concept further by creating a series of viral campaigns focused on a "hunter vs. bear" concept.

Here are two below:






While the campaigns do nothing ...
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Optimizing Campaign Materials

Posted by Joseph Mignano on Sunday, April 1, 2012, In : Marketing Strategy 
Flipping through the latest issue of ComputerWorld, I recently noticed a cool ad for Ontario, Canada (my apologies for the poor quality below, but it is the best I can find online):



I was initially critical of the ad from a creative perspective (I thought it could have been more clear at first glance what the ad was for...it took me a while for my attention to be drawn to the image, which seems too small, or to the bottom left hand corner). A different way to approach the ad could have been fo...
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Room for Two?

Posted by Joseph Mignano on Friday, March 16, 2012, In : Marketing Strategy 
Starbucks announced last week it will begin selling its own, branded coffee maker (called the Verismo) toward the end of this year. Interestingly enough, Starbucks does not plan on ending its relationship with Green Mountain, who produces Starbucks K-Cups for use in Keurig machines. The Verismo can be used for expresso-based drinks (which would be an additional feature compared with the Keurig). I can't find any details on whether the Verismo can be used for standard coffee as well. Either wa...
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Too Bad I Don't Use a Razor

Posted by Joseph Mignano on Saturday, March 10, 2012, In : Marketing Strategy 
I stumbled upon a DollarShaveClub advertisement today. If you haven't seen the video, check it out below:



After watching the video, I naturally checked out the website. A few seconds later I realized how impressive their Marketing campaign is. Here is why:
  • The creative is good. It is funny on many levels (the overstated confidence in the product, the ridicule of other products, and the supporting cast of characters) and it takes a very Old Spice feel (talking directly with the consumer).
  • ...

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Think Outside the Box

Posted by Joseph Mignano on Saturday, March 3, 2012, In : Marketing Strategy 
So here is a creative way to differentiate a bandage from the competition: include a bone marrow registration kit with your product! Click the image below to see the ad:





After researching a bit, this ad is apparently both real and for a real company (Help Remedies). And while I don't believe this company has the same market presence as say, Tylenol or Advil, they appear to have a fairly extensive line of products: http://www.helpineedhelp.com/#products (a word of caution...if a product on thei...
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Customer Surveys

Posted by Joseph Mignano on Saturday, February 25, 2012, In : Marketing Strategy 
A customer survey is a tool that many in both Marketing and business development forget about all too often. While at some level the concept of "build it and they will come" is true (and more efficient), the act of making similar decisions over and over again without any supporting data occurs too frequently.

One of the most important questions to ask a consumer is what the best way to market to them is. As an example, many consumers have strong preferences for being marketed to through email ...
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Behavioral Pricing

Posted by Joseph Mignano on Monday, February 20, 2012, In : Marketing Strategy 
Behavioral pricing is the idea of charging different customers different prices for the same product based on certain behavior. I've read many articles predicting that 2012 will be the year of behavioral pricing. Shockingly, much of the talk is on the opportunity to charge more for products or services based on certain behaviors (for example, if a person "likes" a particular brand on Facebook or follows that brand on Twitter, there is a reasonable expectation that person would be willing to p...
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Have you Heard of Apple TV?

Posted by Joseph Mignano on Saturday, February 11, 2012, In : Marketing Strategy 
I have heard of Google TV, but never Apple TV (until now). Apparently one can purchase an Apple TV unit and access anything they've downloaded to their iTunes account after they sync the devices (similar to uploading music onto an iPod) or items they've uploaded to iCloud. Items accessible include music, movies, TV shows, pictures, and more. Apple TV also has limited media streaming capabilities (but does not have the ability to purchase new media).

Besides this being another area Apple and Go...
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Microsoft Swipes at Google

Posted by Joseph Mignano on Saturday, February 4, 2012, In : Marketing Strategy 
http://www.youtube.com/watch?v=F2U3Fl5FESc

Microsoft is using Google's recent privacy policy change as a chance to remind consumers of its products and presence in the market place...pure branding (my type of campaign). This campaign, composed of mainly print ads, might lead with sentiments on putting its consumers first, but the call to action is a reminder of the main products in Microsoft's stable, all of which compete with a Google alternative..Bing, Hotmail, Internet Explorer, and Office....
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Bush's New Product - Urban Drinkers Only?

Posted by Joseph Mignano on Saturday, January 28, 2012, In : Marketing Strategy 
Anheuser-Busch InBev will focus two of their six Super Bowl commercials on a new product, Bud Light Platinum. This new beer is targeted toward "younger, urban drinkers" in an attempt to boost revenue, currently being adversely affected by a general market shift toward liquor amid younger consumers and poor or flat performance within rural markets.

ABI's Marketing VP is quoted as saying, "With Platinum, we feel like we can come up with compelling propositions that can compete on image and that...
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How to Expand into a New Market

Posted by Joseph Mignano on Tuesday, January 24, 2012, In : Marketing Strategy 
Without question, any company not looking to expand their product offerings is losing market security and possibly market share to other competitors (both current and future). I've seen the affects of breaking into new markets first hand at the two companies I've worked for since graduation, and I'm convinced through experience this is a true statement.

Starbucks recently announced an expansion of its own (or at least the testing of one). Now instead of coffee and breakfast/desert food and be...
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Rejuvenating Image

Posted by Joseph Mignano on Sunday, January 22, 2012, In : Marketing Strategy 


Two interesting things happened this week in the world of business. The first and most noteworthy (especially for anyone located in Western New York) was the news of Kodak's bankruptcy. After over one hundred years, a brand as associated with America as Chevrolet and Ford has dropped all the way from the top. The second piece of interesting news actually involves Chevrolet. After years dominated by lost revenue and government bailouts, General Motors has regained its title of top selling auto...

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Branding vs. Feature Advertising

Posted by Joseph Mignano on Sunday, January 22, 2012, In : Marketing Strategy 
I took notice of two new commercials while watching football this weekend. Both commercials were different in their approach to advertising their product.

Take a look at the first ad for Motorola's new Droid Bionic: http://www.youtube.com/watch?v=RVnxUJuRPTU.

This ad focuses on a particular product differentiator: the ability to access all files on a computer (even immediately after download), without manually synching the phone. Whether or not this is the only phone that can do this is irrelev...
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