Photo: Fiber One.
You’re in a conference room being pitched ideas for the marketing rollout of your new product and the recommendation is to use iconic marijuana-smoking characters from a 1970s movie. What do you do?
Let’s talk about General Mills’ marketing – Magic Brownie Adventure Movie – to promote its new Fiber One Brownies featuring actors Cheech Marin and Tommy Chong. Continue reading
Posted in Advertising, Branding, New Products, Positioning, Video
Budget Rent a Car at Hartsfield-Jackson Atlanta International Airport - July 20, 2011. Photo: Wrap Media Group and Associated Press.
We’re all familiar with shrink-wrapped ads on local buses. And NASCAR race car sponsorships. Now, get ready for rental car rolling billboards.
An independent Budget Rent a Car licensee in Atlanta is finding out just how far renters will go to save money. Continue reading
Posted in Advertising, New Products, Promotions/Tactics
Gillette, a Procter & Gamble brand, has an impressive marketing innovation track record with razors.
Photo: P&G.
Besides the technology commitment and investment, the number one strategic highlight for me is that first Gillette and now P&G has not been afraid to compete against itself and to cannibalize, if necessary, existing products for higher priced/higher margin sales.
Since the 1971 launch of the two-bladed Trac II, Gillette/P&G have rolled-out continuous innovation with the Atra, Sensor, Mach3 and Fusion product families. Each of these brands has also had a follow-up series of sub-branded product upgrades. Although they work for the same company, P&G’s razor marketers are not afraid of some in-house competition. Continue reading
Posted in Advertising, Innovation, New Products, Strategic Marketing, Video
Three CEO marketing leadership examples stood out to me recently. Ponder the meaning and implications from 3M, Wal-Mart and United Continental for your team and company.
Photo: 3M
Singles and Doubles Win Games Too
Sometimes the desire for the new product home run obscures the ability to win by stringing together lots of hits. From innovation superstar 3M, we’re reminded that a series of smaller, yet profitable new product introductions can also lead to company growth. Sure, there needs to be an understanding about benchmarks and hurdles. And, yes, the opportunity costs to execute against new product launches need to be carefully considered. If you can get the home run, great. If you can’t, don’t rule out the singles and doubles, though.
“3M is everywhere. That’s the point George Buckley, the chairman and CEO of 3M, is trying to make as he talks about his favorite subject, inventing things. Last year, he says, “even in the worst economic times in memory, we released over 1,000 new products.”
But 3M has never been about inventing the Next Big Thing. It’s about inventing hundreds and hundreds of Next Small Things, year after year.”
3M’s Innovation Revival - Fortune – September 24, 2010
CMO Strategy from Ad Age Sales & Marketing Management Adweek Marketing
