Greatest Marketing Campaign-Print

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Hyundai Genesis Sympathy Card to Competitors-Deepest Condolences

Description: Nothing expresses emotion quite like a greeting card. And Hyundai felt it to be the best way in expressing its condolences to four formidable speedsters its Genesis Coupe R-Spec beat out in recent track tests conducted by AMCI. To help soften the blow of defeat, INNOCEAN USA created a line of “Sympathy Cards” for each of the four competitors with the simple message “Sorry competition, nothing personal.”

Objective: to Promote new Hyundai Genesis Coupe; appeal-bragging rights

Target Market: Automotive Enthusiasts

Call to Action: This coupe will have you leaving other sports cars behind; Buy Hyundai

Value Proposition: track test results which are noted in the cards

INFORMATION

NYC Botanics-GET WELL NOT HIGH-PIPE; Agency-GSW

Description: Campaign aimed at consumers open to the benefits of legalized, recreational marijuana. CBD oil, specifically, is a non psychoactive version (it won’t get you high because it lacks THC, weed’s main component for making you high) and is said to offer relief from pain, anxiety and depression, and have anti-inflammatory properties.

Objective: Offering an alternative to managing chronic pain without narcotic side effects; appeal-artistry-pipe hidden in word smoke cloud

Target Market: Individuals with Chronic Pain

Call to Action: stop using legalized marijuana

Value Proposition: better alternative relief for pain

INFORMATION

Montage Health-Needs a Walk

Description: California’s Monterey County gets pushed to get healthy. Or at least, healthier. An integrated TV, digital, ambient, print and transit campaign touts kale, soccer, hiking and the gym—and disses donuts—while it also serves as the launch campaign for the newly formed, nonprofit Montage Health, Monterey, Calif.; appeal-humor

Objective:  To create awareness for the new health association, which offers health insurance, clinic and home care, wellness/fitness centers, and also includes the county’s largest hospital; the community goal is equally important, and that is to improve the county’s overall health.

Target Market: people who live in the county.

Call to ActionMonterey county was recently named California’s 22nd healthiest, and the campaign comes as a call to “do better.”

Value Proposition: motivation for an entire county to do it together and bring up their ratings

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Hoscox-Women vs the Glass Ceiling; Agency-Gyro

DescriptionHiscox unveiled a powerful, strongly worded new ad in honor of International Women’s Day. The full-page ad, which ran in The New York Times, applauds women who courageously continue to break through the glass ceiling. It is the next evolution of the successful “I’mpossible” campaign created by gyro New York; appeal-a woman’s strength attributed to a hammer

Objective: Celebrate women – International Women’s Day

Target Market: Corporate America

Call To Action: Recognize women for their strength, courage, endurance and tenacity

Value Proposition: Women are making “it” happen every day

INFORMATION

Chicago Sun Times-The Blank Newspaper Cover

Description: The Chicago Sun-Times, Chicago’s oldest paper, is being transformed and has recently rebranded as “The Hardest Working Paper in America.” To signal the reset and compel readers to imagine the city without the paper, they left their most valuable piece of real-estate – the cover itself – blank; appeal- sympathy

Objective: Increase digital and overall subscriptions

Target Market: Digital readers

Value Position: history; rebranding and commitment to elevate content

 

 

 

Greatest Marketing Campaign – Outdoor

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McDonalds Light Burger and Light Fries

advertisement created by DDB, Hungary for McDonald’s

Description: McDonald’s wants to drive traffic to its McDrives, as well as celebrate their iconic products. The billboards depict an imagined long exposure shot, where the lights of cars on the road together make up the icon of a burger and a pack of fries. The billboards are placed near McDrives.

Objective: Directing traffic to McDonalds and illuminating it’s signature product; appeal-visual stimulus (has a northern lights aurora)

Target Market: All who love McDonalds burgers and fries

Call to Action: Stop in and celebrate with us

Value proposition: Open 24/7

INFORMATION

McDonalds-i’m lovin’______; Agency-Cossette

Description: On Valentine’s day, McDonald’s slogan became a love letter. I’m lovin’ it, was changed to I’m lovin’ ____ . People were invited to comment their partner’s name on the brand’s social pages to have it appear on billboards and social media publications across Canada.

Objective: Increase social media interaction; appeal – emotion of love

Target Market: Couples

Call to Action: Let the one you love know it and everyone else too by logging into social media site

Value Proposition: Date night at McDonalds

INFORMATION

Hot & Spicy-Shuttle

KFC-Hot & Spicy- Dragster

Description: KFC announcing their hot and spicy chicken through combustion

Objective: To show just how hot, hot & spicy chicken is; appeal-extreme comparison

Target Market: For those who can’t get enough of hot and spicy foods; an adventure for the tongue

Call to Action: Come in an take the ride (test it and see)

Value Proposition: Off the scale hot and spicy

INFORMATION

Outer Banks Visitors Bureau – Cubicles; Agency-BooneOakley

DescriptionThis simple, voiceless campaign is titled “BOX –> OBX.” “OBX” is the Outer Banks’ signature oval destination sticker, as well as the first three characters on all Outer Banks license plates. “BOX,” of course, is what you might be in if you commute on smoggy 8-lane thruways or taxi through grid-locked city streets, if your eyes stay glued to a data-entry screen or you work late nights in a featureless complex. This campaign is like a traditional product demo (minus the shouting spokesperson), where you see the benefit happen in front of your eyes. Instead of the cleanser that removes grass and wine stains, or the knife so sharp it can cut a shoe, in our case, it’s the barrier islands that can cure the common city.”

Objective: Entice viewer to escape to the beach

Target Market: Professionals or blue collar workers

Call to Action: Ditch the boxed in office to freedom on the sands of OBX

Value Proposition: Freedom and Relaxation; Change of scenery ; a new monotony

INFORMATION

KeVita-Alive Like You , 1; Agency-The Integer Group

Description: KEVITA LIVE PROBIOTIC DRINKS ARE ALIVE JUST LIKE YOU. Bubbling with live active cultures, Kevita probiotic drinks are ‘living liquids’ that revitalize you on the inside, so can feel truly alive on the outside. The campaign launches with films of real people sharing their stories of what it means to feel truly alive. From heartfelt aspiration and hard-won redemption to the life-affirming power of everyday joy, each film unpacks those life-defining moments with an intimate cinematic touch.

Objective: Promote the lifestyles that personify KeVita’s brand ideals; appeal-human joy in living

Target Market: Those whose thirst for life is equal to the life inside Kevita probiotic drinks.

Call to Action: come alive with this drink

Value Proposition: a product that gives you energy to make you come alive inside and to enjoy life

 

 

Greatest Marketing Campaigns-Television

 

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Johnson & Johnson/Motrin
J. Walter Thompson, 2017  & Multicultural Excellence Award, 2017

#WomanInProgress

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Johnson & Johnson/Motrin
J. Walter Thompson, 2017  & Multicultural Excellence Award, 2017

/Description: Motrin is supporting women who are in pain.

Objective: To show women that you can overcome through the pain and you can do the impossible for you. Compassion and strength are the appeals

Target Market: Women living with pain

Call to Action: Use Motrin to relieve pain

Value Proposition: testimonials create a safe place for women to receive support

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Sprint Alma DDB, 2017

Multicultural Excellence Award 2017

Greatest Hits

Description: Sprint decides to embed brand and promo messages through Latin Music Lyrics; showing clips performed by famous Latin artists like Rickey Martin and Jose Feliciano to name a few. Appeal through songs made popular by these artists

Objective: Increase sales

Target Market: Latino communities

Call to Action: purchase SPRINT cellular service

Value position: Unlimited Data Anywhere Anytime

 

INFORMATION

Xoom, Keyframe, Inc. 2017

Multicultural Excellence Award 2017

LOL Comedy Series 2

Description:  A young man is grateful for his mother’s help getting him through college so he is sending her money electronically. It shows all the negative consequences that affected his mother when he used another money transfer service. Appeal through humor

Objective: To persuade viewer to use Xoom for online money tranfers by showing all the negative consequences that affected his mother when he used another money transfer service. Appeal through humor

Target Market: Filipinos (22-35)

Call to Action: do not let your mother suffer because of your ignorance in selecting the best service

Value Proposition: When mother is happy, everyone is happy

 

INFORMATTION

Jockey International, 2017; Multicultural Excellence Award 2017

Show ‘Em What’s Underneath

Objective: Motivate Veterans; there is life beyond what happen. This ad shows a young Navy Vet who has embraced his loss with determination to live.

Target market: Veteran and military men

Call to Action: You have to keep pushing through adversity against all odds; never stop showing up

Value Position: Life Events change how you do things but not who you are

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Ford Motor Co., UniWorld Group, 2017-Multicultural Excellence Award 2017

Expo Speaker

Description: Young African American Female appears to be rehearsing her speak for and EXPO, but when we get to listen inside she is psyching herself up rapping to a song on the radio.

Objective: Sell more Ford Vehicles

Target market: African American Women

Call to Action: Make a bold statement by driving a Ford

Value Position: Long legacy of dependability and now adding more style

 

 

 

Professional Marketing Services – Do I Really Need Help?

A local radio station in my area Rejoice 100.9, ran their own advertisement to gage new clients that said, “Not advertising on radio is like winking in the dark…you know that you are doing it, but no one else does.” I thought it was quite clever to show that your non-marketing efforts were lost in the sea of darkness where the only sure one to show up is you. But we all know that starting a business is about sharing a product or service to a target audience for an attractive price to hopefully take your piece of the entrepreneurial pie or market share. Many new start-ups suffer because they are winking in the dark. Not enlisting the help of a professional marketing service is a great way to go out of business. Just because your family and closest friends think it’s a great idea, doesn’t speak for your target audience. A comprehensive marketing strategy can help a business mark its territory, brand their image and create a resilient presence.

The word itself mark-it, if you are southern, denotes a drawing the line between you and your competitors. Like a dog marking its territory, you want to “… ‘stake a claim’ to a particular space, area, or object by marking it, using a variety of methods at levels of intensity.” (Humane Society, 2018) You are making a statement of I am here to establish your brand.

Marketing helps with branding. They are not one in the same. “In the mind of customers, your brand isn’t the product itself, nor is it your company’s messaging, logo, website design, advertisements, etc. Your brand consists of the perceptions customers have about the business and how it makes them feel.” (Prendergast, 2015) A marketing campaign supports your business by cultivating trust now with continued trust for the future. It projects who you are as a business; not what you have to offer.

Many years ago, Wachovia’s, now Wells Fargo, slogan was “We are here. Where are you? Let’s get started.” They made their presence known in the community by intentionally cutting the lights on with advertising; hence no winking in the dark expecting customers to visit a branch because they were on the corner. Founded in 1879, Wachovia stood firm in the financial industry for almost 150 years. (Wells Fargo, 2018).

As an entrepreneur, we all have an expertise, passion or goals which cost. Small businesses that struggle to get off the ground often cut marketing budgets or have none at all due to trying to keep the doors open. Word of mouth and referrals are not a sustainability plan. In order for your business to grow, you should enlist the assistance of a professional marketing firm. Decide why you should obtain professional marketing services, then look for a firm that is compatible. It should never be like a blind date. But instead, it is similar to an online dating site. Fill out the profile of your company; then explore your obtains of compatibility. Do your research before you set up the first date. There is a process for finding the right one and you may kiss a few frogs before you commit to that royal an agency that meets your expectations. Let’s dig a little deeper into the reasons, process and expected outcomes for enlisting the help of a professional marketing service. The reasons are clear. The process may be tedious, but the outcomes outweigh the tensions.

Why do you need a professional marketing service?

As a new business owner, you may not have a pulse on the market. Yes, the classes that I am taking for this graduate program give me a snapshot of the real world of business ownership. It prepares me for what to expect and what I need to consider. It is a road map for what I can handle and what I should sub out. If you are expecting growth, you need help. Instead of picking your battles, pick your victories. What do you do very well? Allow others to help with the rest. “…the key is to stick to what you’re good at and find a partner for the rest. Marketing is a great place to start your outsourcing experiment because branding and outreach needs typically change at a rapid pace.” (Dearing, 2013)In the beginning you need to decide where to invest to ensure success or at least ensure continued growth and sustainability. I must continue to stress that word of mouth marketing may not be enough. You have to be strategic. Your real competitors will be and they have a pulse on what your particular market is doing.

With so many moving parts to a business, decide who your key team players will be. A marketing firm or consultant should be considered. Hiring outside help will create a success story for your business! Firms specialize in the business of moving your business. They have years of market research and trends specific to your business and market area. What could take you months to research is readily available through an outside agency in minutes. Their job is to be in the know so that you can focus on the product or service. Let them be great at what they do so you can be great at what you do.

Another reason to hire a firm or consultant is for the reality check. As an owner, you may not always be able to be objective. They can offer a realistic perspective about your business in relation to others in the market and give you the most advantageous plan to make your product or service a must have instead of an alternative. You pay them to be objective and honest. Whereas your view may take some emotional and illogical turns that could cost you growth. They will offer you a roadmap to follow and adjust as the business progresses allowing your dream to explode into a reality right before your eyes. They will strategically place your business in the eyes, ears and mouths of your market. A firm or consultant will give your business a face and a voice.

Like any relationship, when you make an investment, there is an expected return or ROI, known as return on investment. It is important to interview your potential marketing partner. You want to know that they not only have capabilities, but they have a proven track record of success. Inspect what you expect. Establish a master plan or blueprint of your expectations and come to an agreement with what is doable. There are many cuts of beef from a cow. You may talk prime rib or filet mignon, but your budget is sirloin. Or just the opposite, the firm may boast T-bone, but they only possess ground beef reach. Setting realistic and attainable goals are essential to meet or exceed expectations. Goals should also be measurable. There should be benchmarks for reaching the goals which allow you to track the success of your investment. Benchmarks also give you a place to park and evaluate for change. This change could be internal (financial, management, etc.) or external (shift in market trends, the local economy, or political shifts). You want to have a solid plan with an open mind that allows for flexibility and creativity.

Your reasons for trusting someone else to tell your story- marketing is the story of your business-could range from small beginnings for the mom & pop small town local shop on a two-way street in Smallville, to the major technology race on the 26 lanes I-10 in Houston. This is your brand; your statement of who you are. This partnership is not just about the product or service, but it is about who you are as a company. Whatever road map you choose with a marketing partner becomes a track for your success. Every aspect of this journey means engagement by you in the process in order to see the desired outcomes. Whether you start off big with a major campaign or small with event promotion, always remember you are the driver and they are along for your ride to success.

Resources

Dearing, G. (2013, December 18). Capital One SparkVoice: 5 Things to Look for When Hiring Your Marketing Agency. Retrieved April 30, 2018, from https://www.forbes.com/sites/capitalonespark/2013/12/18/5-things-to-look-for-when-hiring-your-marketing-agency/#6a7bc30c7bfa

Prendergast, C. (2015, October 08). 3 Marketing Mistakes Business Makes That Hurt the  Brand. Retrieved April 29, 2018, from  https://www.entrepreneur.com/article/251307

Urine-Marking: Why Dogs Mark Their Territory. (n.d.). Retrieved April 30, 2018, from http://www.humanesociety.org/animals/dogs/tips/urine_marking.html

Wachovia Is Now Wells Fargo. (n.d.). Retrieved April 29, 2018, from https://www.wellsfargo.com/about/corporate/wachovia

 

Small Business & Technolgy Development Center SBTDC

I had the opportunity to visit my local SBTDC and I wanted to share the services they offer with you. This NC based service will give entrepreneurs a wealth of assistance with you start-up or existing business.

History of the SBTDC

Established in 1984 by The University of North Carolina system, the Small Business & Technology Development Center (SBTDC) provides counseling, management education, and specialized market development services designed to help businesses and organizations meet challenges, manage change, and plan for the future. With approximately 80 associates located across 16 campus-based centers, the SBTDC serves a diversity of clients, including small to medium-sized businesses, as well as university, non-profit, and government entities.

The SBTDC provides in-depth management counseling and education services designed to help business owners make better decisions in achieving their business goals.   Unlike consultants who work FOR businesses, SBTDC counselors are experienced and knowledgeable advisors that work WITH businesses, providing information, guidance, and feedback to entrepreneurs.  The efforts of SBTDC professional staff are supplemented by the engagement of students and faculty from all University of North Carolina system campuses and several private universities and colleges.

The basic counseling services are provided without charge, as the SBTDC is funded in part by federal and state tax dollars.  Additional services, including management education and in-depth marketing research, are provided on a cost-recovery basis.

Services offered through the SBTDC

  1. General Business Servicers
  2. Business & Management Advice
  3. Financial Assistance
  4. Financial Analysis
  5. Marketing Assistance
    • Explore into new geographies, customer segments, products/industries, marketing channels.
    • The SBTDC has experienced professionals that can help you:
    • Access federal, state, and local government contract opportunities
    • Commercialize new products / technologies
    • Identify international export opportunities
    • Develop an impactful marketing strategy
  6. Research
  7. Strategy Development & Implementation
  8. Leadership & employee Performance

http://www.sbtdc.org/