Category Archives: Video

Creative Branding Hooks $1M Investment from Shark Tank’s Mark Cuban

Founders Brad Schultz, Amy Steadman and Justin Fenchel (left to right) make the Shark Tank pitch for BeatBox Beverages – October 24, 2014. Credit: BeatBox Beverages.

Last Friday night on Shark Tank, Mark Cuban invested $1 million in a boxed, wine-based cocktail business. Why?

Excellent marketing and branding.

The founders of BeatBox Beverages, launched in 2013, have done a terrific job with creative branding, customer target definition, and positioning.  Cuban was sold on the growth opportunity for this fun, lifestyle, experiential brand. Continue reading

Verizon Seeks Big Gas Results from Half-Fast Advertising

First Kmart. Now Verizon.

These companies think a play on funny word expressions not normally allowed in commercials will drive sales.  So I ask, and wonder:  What’s the big attraction with double entendre advertising?

The answer is eyeballs and attention.

In the case of Kmart, I get it.  The brand has long since lost relevance and is suffering financially.  The marketing team needed to break the brand out of its 1970s/1980s cement.  So, last year they came up with a free shipping offer that integrated in-store shopping with their e-commerce website, and created “Ship My Pants.”

The ad won’t go into any time capsules celebrating the best of American culture, but it did go viral and generate tons of attention.  Ship My Pants has reached 22.7 million views – and that’s just on the Kmart YouTube channel.

Seeking to leverage the popularity and build on the momentum, Kmart quickly rolled out a companion ad called “Big Gas Savings.”  Ouch.

 

However, for all the notoriety, the marketing probably didn’t make a business difference (not clear what could have).  Kmart, part of Sears Holding Corporation, continued to lose money. Looking at the rough time frame for the two ads, Adjusted EBITDA for the 13 weeks ending November 2, 2013 was -$139 million.  That was a bit better than the -$169 million loss for the 39 weeks ending November 2, 2013.


That brings us to the Verizon FiOS ad I saw over the weekend.

 

My first reaction was disappointment.  I guess I expected more from Verizon.

Continue reading

Coke Turns Used Soda Bottles into Fun Tools in Vietnam

What if you could turn a used soda bottle into a paint brush, pencil sharpener or water squirter?

You can.  In Vietnam.  Thanks to Coca-Cola.

The soda giant has launched a simple, yet brilliant marketing promotion that combines environmentalism with brand building.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coca-Cola 2nd Lives marketing program in Vietnam. Photo: Ogilvy & Mather China.

Coke is giving away a series of 16 special caps that screw onto used soda bottles and transform them into fun and useful objects. Consumers get the caps for free upon product purchase.

The program is called 2nd Lives, and is part of Coke’s sustainability efforts. Continue reading

Swedish Flooring Company Gives Away Flip-flops To Sell New Product

iStockphoto.com

Photo: iStock.

A Swedish flooring company demonstrates you can breathe new life into an old marketing tactic: sampling.

No, I’m not talking about carpet squares mounted on a board or a child’s toy-sized piece of wood floor.

Forbo Flooring Systems, working with agency Valentin&Byhr, figured out how to break-through to the architects who spec their products.  They created flip-flops made from the floor material, and packed it up in a gift box: Continue reading

Dodge Durango Marketing and the Legend of Ron Burgundy

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.

Photo: Dodge Facebook.

Photo: Dodge Facebook.

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

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

For Commodity-Busting, Idea Generating Inspiration: Think Hamburgers.

The next time you’re blocked on marketing or business-building ideas, think about hamburgers.

Photo: iStock

Photo: iStock

Because, what’s more of a commodity than hamburgers?

Author Dave Dolak provides this succinct definition:  Commodity products are largely undifferentiated products that offer little or no perceived differences between competitive offerings.

Yet, consider the creativity spawned by the ubiquitous hamburger – so many variations on the same idea that excite consumers every day.

This is top-of-mind for me because I just learned about a hamburger chain called Bareburger, which opened a restaurant in Edgewater, NJ.

It got me thinking.  There seems to be an endless amount of brand concept, product development and overall food establishment new business activity across the country, built around hamburgers.

Obviously, the challenge is to create meaningful differences or reasons to buy.  Build the news or make new news out of existing products.

So, if you’re running a commodity business, tasked with marketing a commodity product, or just in need of some new business ideas, be encouraged.  Draw inspiration from USA hamburger chains. Continue reading