Category Archives: Social Media Marketing

At One Stadium, Rookie Zevia Pushes Pepsi From Starting Lineup

It’s fun to watch the marketing underdog in action.

Starting this season, the Oakland Athletics will sell the first-ever naturally sweetened, zero calorie soda in Major League Baseball.  That’s because California-based Zevia Zero Calorie Soda is now the team’s official soda sponsor.

Photo: Zevia.

Photo: Zevia.

It’s quite the accomplishment for underdog Zevia, which produced $60 million in 2013 sales.  Pepsi held the soda sponsorship in previous years, and will still be available at the stadium, though.

The Zero Calorie Soda of the Oakland Athletics partnership includes: Continue reading

T-Mobile Creates Ticked-Off Parents to Sell Global Travelers

It’s bill-shocked Mom and Dad versus globetrotting son Jeremy in T-Mobile USA’s smart, new, integrated marketing campaign.

The message comes across loud and clear, but there’s some doubt whether T-Mobile can deliver a positive customer experience.

Photo: T-Mobile website.

Photo: T-Mobile website.

The wireless provider is touting its plan that saves users on international data service charges:

“With the Simple Choice Plan, each line comes with unlimited talk, text, and data while on our home network—and starting October 20, unlimited data and text in over 100 countries at no extra charge.”

The marketing campaign includes television advertising, a dedicated website, social media interaction, a contest to win a trip around the world, and airport communications.   There is also a companion effort in Spanish.

Photo: T-Mobile YouTube.

Photo: T-Mobile YouTube.

What stands out, though, are the TV ads.  

Give T-Mobile and its creative partners credit for coming up with an advertising idea that both gets attention and communicates the service benefit.  There’s no “did you see that great ad, but I don’t know the company” here. Continue reading

Engage Customers with “Content Marketing”

Imagine this:  Your marketing mission, if you choose to accept it, is to convince Global 2000 CIOs (Chief Information Officers) to use Serena Software’s orchestrated IT solutions.  The company’s “core purpose is to advance the business value of IT.”

Photo: Serena Software Website

Photo: Serena Software Website

Tough one!  I’m not a CIO and I don’t speak the language of “orchestrated IT solutions,” but I can share a clever way to solve the problem.  Let’s talk about the smart marketing Serena Software developed and implemented to bring a rather dry product/service to life with its prospects and customers.

Perhaps you know something about “content marketing” and “inbound marketing” and maybe you’re applying these marketing techniques today.  Basically, content marketing is leveraging “owned assets” (and “earned assets” too) such as websites, social media pages, and a variety of custom produced material to further your sales and marketing objectives.  Inbound marketing, according to Hubspot, “is a set of marketing strategies and techniques focused on pulling relevant prospects and customers towards a business and its products.”

If you’re not leveraging some form of content and inbound marketing today, you’re missing the boat.  In particular, video offers excellent opportunities to engage, inform and persuade customers.  Serena Software created an excellent five-part video episode series called “Doug Serena, CIO” to  bring the benefits of its orchestrated IT solutions to life with its CIO targets.   Continue reading

Marketing Lessons from the Axe Brand Team

Image: Axe Facebook

Give the marketers at Axe another round of applause.

Simply put, they just get what their brand means and know how to bring this understanding to life with compelling messages to their customer base.

It’s a great lesson for all marketers.  Success starts with solid customer understanding and clear brand definition: positioning, personality, etc.  Marketplace success requires the ability to brief and collaborate with talented partners who create the marketing communications that keep the brand on-strategy, top-of-mind and relevant with customers.  And success is durable because the brand management team has a fact-based commitment to stay-the-course (or switch gears if required).

The latest Axe brand communication is Showerpooling, a social media-driven marketing campaign that integrates the Axe brand essence with a tongue-in-cheek nod to environmentalism:  “When you Showerpool, you can save water while enjoying the company of a like-minded acquaintance, or even an attractive stranger.”

Continue reading