This week’s Smart Marketing Move of the week goes to TWO companies, Doritos and Pepsi.
They have joined forces in radio commercials while both introducing a new sub-product. Pepsi now has Pepsi Max – Cease Fire, and Doritos now has 1st, 2nd, and 3rd degree burn flavors. The commercial went something along the lines of a male calling into 911 because the Doritos he just ate were so hot, so 911 instructed the gentleman to use Pepsi Cease Fire, with lime, to cool him down. It got the point across and got my curiosity. Exactly what they were going for in this commercial!
They even took the cross promotion further. They’ve included each product on their packaging. Smart! Although they are both owned by the same larger company, in consumer’s minds they are separate and that’s an even better reason to marry the two.
Lesson Learned: Cross Promotion can be a powerful source that is untapped. Even a small business can take advantage of this by partnering up with another local business where you will both benefit. Start thinking of your customers, where they shop, what they do and see if any businesses are interested in starting up a cross promotion. It could be your secret weapon.
This week’s Smart Marketing Move goes to Liberty Mutual.
In an ever increasing environment of disrespect, lack of civility, and self-centered attitudes it is not only refreshing to see the Liberty Mutual Insurance's campaign built around responsibility, but highly motivating.
Responsibility is not easily defined, but Liberty Mutual expressed it very well visually in an impressive manner in their commercials. They then followed it up through efforts throughout their company even down to the grass roots where the idea touched a nerve in thousands as seen by the response the company received, unsolicited, from the public. They continue to encourage positive action by all of us. Their management not only deserves kudos, they get our: "Smart Marketing Move" Award because they proved how being smart and caring pays off.
Here's one commercial for Liberty Mutual:
Lesson Learned: Your core values as a company and a person can be reflected in your marketing. It can span from TV, radio, print, and grassroots marketing. This can turn into word of mouth marketing which is one of the most powerful sources for any company. But be careful, make sure everyone in your company is on the same page, an employee's bad attitude will make your campaign feel dishonest to customers and bad word of mouth is even worse.
This week’s smart marketing move goes to South of the Border for their ingenious billboard marketing.
South of the Border would be nothing if it weren’t for its billboards on I-95 South going towards Florida. I remember as a kid being excited every time I saw one. Why? Well, they counted down the miles to Florida and they were amusing!
South of the Border has one way of marketing and they do it extremely well. These billboards, are a play on words like “Pedro’s Fireworks, Does yours?” they count down the miles on every billboard and they get you excited even if you don’t know what it is! I know I was as a kid. Yes, many say this is a tourist trap, but even if it is, it doesn’t mean they are doing it wrong. They’re doing it all right. Their target audience is tourists and tourists travel on I-95 which spans the entire east coast. So their CAPTIVE target audience is traveling I-95, this is a no-brainer if you ask me! Many travel from NJ, PA and NY to drive to Florida. They have nothing else to focus on and after so many billboards kids are excited as well as parents.
It’s a good reason to stop and be a tourist. South of the Border, you’ve done it right and now it’s time we learn from you.
Lesson Learned: Know who your target audience is, learn where they are going, what they are going to do, and learn what they want to spend. South of the Border has everything from Fireworks to beer to small kitschy items. Even though they don’t tell you exactly what they offer and who they are, you know it’s a tourist area. So for your marketing, don’t be over wordy but make sure your target audience knows what your business is and why they would want to use your business. Learning about your audience can pay off big, just like it did, and still is, for South of the Border.
Law firms are not generally known for the smart marketing but Black and Older did something that easily gets through the massive amounts of ads we see everyday, including their competition. It’s not their brilliant use of words on a billboard, their catchy music on a radio ad, or their off the charts website, it’s their phone number!
Everyday we are bombarded with ads and all of those ads have numbers, so how are we supposed to remember them? Even if we try it’s hard. Well, the Black and Older Law Firm secured a phone number that you won’t forget, EVER! It’s their local area code, plus 5-6-7-8-9-10. Yep that works out to a phone number! They’ve also played up the numbers even more with their catch phrase, “The Number You Can Count On 5-6-7-8-9-10”, what a smart marketing move!
Lesson Learned: Even something as simple as a phone number is just as important as any marketing you may do. Don’t forget to look at the small things, they add up to something memorable and catchy!
These two words - Integrity and Reputation - are locked together; they are permanently intertwined and cannot, nor should not, be separated.
Over the last few years the business community has gotten pretty well beat up due to the behavior of some big players. Does that mean all business people are dishonest? Absolutely not! But there is a fact of business life that holds true today as it did a hundred years ago. It takes far longer to build a good reputation than it takes to lose one.
It is not only imperative, but a smart marketing move to ensure all aspects of your business is ran with integrity and transparency because when you do it will pay big dividends in customer retention and profitability.
This week’s Smart Marketing Move goes to Menz’s Restaurant!
They won this award because they made a smart move with their business card. It’s not the plain ol’ card with just their name, logo, and contact info. Yes, it’s on there, but they also included more information, which is great for a person just learning of their restaurant.
First off, they are located in a town outside of a vacation town in southern NJ. So, they’re off the beaten path for tourists but they get a lot of business and their card helps! Below is their business card:
How does their business card help with business? They’ve maximized their space by making it a folding card, just that move doubled their space. They’ve even used the back, which is space that is usually wasted on most cards. All of which influences customers.
They have also included what they specialize in. Unlike the business card dumb marketing move, to view it click here, they have told everyone that they are a restaurant and bar but have also included that they serve seafood, steaks, and poultry. Now you know what type of restaurant it is and that there is something for everyone!
Finally, which I have rarely seen, they included a map and directions! What a genius idea, not all vacationers have internet to look up directions when their on vacation. Since they are offshore from vacation homes and hotels, they have included 5 of the closest tourist towns. Overall, I think Menz Restaurant and Bar made all the right moves with their business card. Take notes! Here's a Bad Business Card Design.
Lesson Learned: Maximize the space on your business card to tell others about your company. It doesn’t have to be a folded card, but don’t forget about the back of your business card. Also, tell people who you are, what you do, and how your business can help them.
Who thought that the Postal Service was good at marketing?
I’m sure most haven’t even thought of it but I’m sure we all know someone, or heard of someone collecting stamps! The first stamp was from England with a young Queen Victoria. It wasn’t until the 30’s, in the US, when older stamps that were shaped as a triangle became rare and people thought that they were to become valuable since very few were not used and/or torn.
The smart marketing move wasn’t just the value that these little stamps promised, it was the limited editions! Although this might have been on purpose, the Postal Service created collectible limited edition prints, almost as artists do today. This made the stamps worthy of holding onto and not using. Brilliant!
While still making ordinary stamps, they continued to make stamps with all sorts of designs, like the Simpsons stamps that are out right now. Basically, someone is paying for a service and not using it. Although, as a business you want people to use your services they buy, this was a great idea on making something ordinary collectible.
Lesson Learned: Ask yourself; is there something we offer already that will offer more value to my customers? Or ask can I make something we offer collectible? There is always an opportunity that is not being taken advantage of in every business.
Have you ever wanted to give your company a recognizable face? Use Dell as your guide. Dell was the first computer company to use a human face to represent their computer company. And they used him, the Dell Dude, successfully. He created a brand, he created a following, they used him consistently enough that everyone knew who he was, and they got rid of him when they needed to.
Apple is also doing this successfully today. They’re using their guy in a slightly different way, rather than the cool guy persona Dell went for they’re going towards smart, and making non-Mac users “dumb”. But back to Dell! Dell used their face to casually inform prospective buyers of all the perks of owning a Dell, not their features. Usually, when they were sold on the idea, the Dell Dude would close with the catchphrase "Dude, you're getting a Dell". (Unfortunately I couldn’t find a clip with the catchphrase). The campaign was a huge success and helped bring Dell to the forefront of the marketplace.
They marketed to the influencers, tweens and teens; in a very smart way because we all know they are not the buyers. They used teens in their commercials, their Dell Dude looked young, and he exuded the “cool factor” even if it was over the top. They used him in all of their print, all of their TV, and all of their radio. He saturated the market, which finally took hold and stuck.
Dell then, quickly fired their spokesperson. Why? He was arrested. I’m bringing this up because this was also a smart move on their account. When finding a spokesperson, your contract must be cut and dry about activities that will damage your company, because you’re putting your entire company in their hands…and now customers see him/her as YOUR COMPANY. There’s a fine line and it must be defined before your marketing campaign starts.
Lesson Learned: Hiring a spokesperson to put a face to your company is a smart move because it opens the door to communication by giving it a human touch. Like Dell focus on marketing your benefits not features, but be careful who you hire, make sure that they are reputable and will serve your company right. Also, keep in mind deceased celebrities or animated spokespersons are great too! They won't embarrass your company.
Everyone wants to know the weather, even if they can see it right outside of their window. They want to know what’s to come, and what damage has happened from the force of past wind or rain. So what channel do you watch for the weather? Is one really better than the other? Meteorologists are all looking at the same clouds, and mostly predicting the same outcome of weather. But there is one NBC station, located in Philadelphia, which recently started thinking differently about their weather guy.
Their weather man, Glen Schwartz, always wears bow ties. Since I can remember he’s worn these ties. It’s his thing. Before it was just something quirky he did and something everyone laughed about to themselves while watching the weather; now they’re taking advantage of it. This is the perfect example of thinking differently, and out of the box. They’re using this bow tied character to create loyalty to their weather than any other broadcaster’s with one simple phrase, “Trust the Bow Tie” and a simple photo of the tie in their advertising.
The bow tie has been staring NBC 10’s marketing team in the face for years, and it’s about time they use it the way they should! Maybe this only dawned on them after Glen Schwartz was named the 79th Certified Broadcast Meteorologist (CBM) in the country, in Oct 2005.He is one of the first broadcast meteorologists in Philadelphia to earn this prestigious recognition. Whatever the case, NBC10’s marketing team in Philadelphia gets the “Smart Marketing Move” Award, Jan 1, 2010.
Lesson Learned: You might be ignoring your best asset for your marketing efforts.
I have always believed there are only four choices in business and life … do something or do nothing …Think negatively or act positively. It is amazing how many people make the wrong choices complaining about budgets, staffing or whatever other excuses makes them cover up their level of inaction. Even in "down" times history has shown those who are aggressive in tough times gain market share when the good times return. Plus tough time environment generates some of the most creative "outside the box" thinking. It just makes common sense.
If you have a Smart Move you have made, observed or read about email marketingsmartly@aol.com with the subject line SMART MOVES SUBMISSION. You contributions will be appreciated. You can even nominate each month some individual or firm you feel made a smart move for the Smart Marketing Move of the Month Award. Who knows they, as well as you, could benefit from such contributions..
