Golf Ball Sized Apples Bring Easy, Healthy Snacking Innovation

Photo: Havelock North Fruit Company.

Photo: Havelock North Fruit Company.

A New Zealand company has come up with a new, innovative concept to market a product that’s thousands of years old:  the apple.

It’s a combination of agricultural technology and smart marketing.

The Havelock North Fruit Company developed the capability to grow mini apples that are just 1.5 times the size of a golf ball (via cross-breeding selected varieties).  Next came packaging inspiration that put five apples into a hand-held , transparent tube.  The concept was tied together with an attention-generating brand called  Rockit™.

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How NOT to Engage Customers: NY Mets Strike Out with Fan Letter.

Talk about a wild pitch!  Last week’s fan letter and call-to-action produced by the New York Mets baseball team is bad marketing.

However well-intentioned it may have been, the letter is a misfired effort at fan engagement and boosting game attendance.  Note that I’m a big Mets fan, so I take no joy in writing this post.

Source: NY Mets website.

Source: NY Mets website.

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There are so many missteps that I hope the marketing department was forced to implement this idea.  Let’s break it down.

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Get Ready for Google Air Force. Strategy Makes Sense Even if Planes Don’t Fly.

Self-driving cars. Computer glasses. And now, solar-powered, jet-sized drones.

Photo: Titan Aerospace.

Photo: Titan Aerospace.

Last week, Google acquired two-year-old start-up Titan Aerospace, apparently outbidding Facebook for the company.  What the heck is Google doing?

For starters, Google’s management team hasn’t lost its marbles or fallen down the Alice in Wonderland rabbit hole.  The Titan purchase is part of a smart, sophisticated business and marketing strategy that has technology as a key enabler. Continue reading

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

Fun Test at School: Get Your Healthy Lunch from the Food Truck

You might think it’s a mission impossible marketing challenge to get high school students excited about, and actually eating, healthier school lunches.

Perhaps not.  A Colorado high school nutrition team, facing an 80% non-dining rate, has come up with a creative, disruptive action plan.  

Photo: iStock.

Photo: iStock.

Last week,  the Boulder Valley School District agreed to accept a $75,000 donation from Whole Foods to acquire a used food truck and create their own healthy eating food truck program.

It’s smart marketing for two, key reasons: 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

Nuclear Sub Commander Transforms Leadership, Gets Winning Performance

TurnTheShipAround Book CoverA nuclear submarine commander has written a must-read book about how to achieve great performance at every level of your organization.

David Marquet’s  Turn The Ship Around! A True Story of Turning Followers into Leaders is terrific for all team players in your company.  It’s especially powerful for those entrusted with leading direct reports.  

I loved the book.  Marquet has distilled his philosophy into a concise, attention-keeping,  easy read filled with examples of how he and his crew turned the worst performing nuclear sub into the best.

You, too, can apply this philosophy, but first you’ll have to adopt a new mindset that will lead to different actions.  Marquet’s thesis is that we need to transform leadership from a “leader-follower” mode to one of “leader-leader.”  That’s how he transformed the USS Santa Fe from a dysfunctional “one captain and 134 crewmen” into a high-octane operation of “135 thinkers.” Continue reading