Changing behavior is one of the hardest things to do in marketing.
In drought-stricken California, the nonprofit Southern California Water Committee (SCWC) has rolled-out a creative marketing campaign to persuade consumers to conserve water.
Did you see Will Ferrell being interviewed in Ron Burgundy character last week on Conan O’Brien? Funny stuff.
It was part of the marketing for the upcoming movie sequel: Anchorman 2 – The Legend Continues.
That marketing also includes Dodge Durango using Ferrell portraying Ron Burgundy to sell cars.
Dodge-Anchorman Marketing Connection
Beyond the Conan O’Brien show laughs, I noted and then had to check Conan’s comment about how the Ferrell/Burgundy commercials increased Dodge Durango sales 59% in October. Yep, Conan had his math right. As for the causal effect, more in a moment. Continue reading
Is it time for the NFL’s Washington Redskins to change their name?
A Native American organization says yes, and has mounted an aggressive marketing campaign to see it happen.
Let’s look at five key aspects to this story:
How do you motivate alumni to give money to libraries?
Or, more generally put, how do you persuade someone to do something that’s not top of mind?
You tell meaningful stories.
Storytelling has been a powerful marketing communications tool for a long time. Today, it’s often talked about in association with content marketing.
And while it’s not a new tactic, when used effectively, it can produce important business results.
Take this ad for Duke University Libraries, for example.
The photo caught my attention and led me to read about how Duke assigns a librarian to every first-year dorm.
To me, that’s an interesting story I’d like to know more about. The eye-catching visual, along with the text, quickly dimensionalizes an abstract concept and makes it easy to understand and relate to. There’s a URL to get more info.
The result: Duke has a greater chance to raise funds earmarked to its libraries. Continue reading
Even industrial marketers can utilize consumer marketing tactics to get their message out.
The latest example is transportation company Norfolk Southern. If you’ve watched any television during the past two months, you still might be humming their song “What’s Your Function?”
Since being hired in 2010, the marketing challenge for Norfolk Southern’s agency RP3 has been to turn an industrial brand into a magnet brand. Previous work was built off the tagline: “One line, infinite possibilities.”
The overarching message this year is that “trains connect us all.”
Specifically, the new ad is designed to “remind everyone how Norfolk Southern connects businesses, creates jobs, and keeps the economy moving.” That’s bold. Continue reading
When you compete against “big box” retailers such as Best Buy and Walmart, you need a clever way to win.
Especially if you’re a one-store, “little guy” electronics retailer.
Sundown One, located in Central Illinois, has found the formula.
The company has put together a nice marketing mix to carve out a distinctive brand image and personality, featuring:
(Disclosure – I’m a satisfied former customer who’s on his own with this marketing commentary.)
Here’s the postcard for their June 2013 event: