3 Brands That Are Killing It In Ownership Marketing

Marketing

What is ownership marketing? It’s when a company completely dominates and owns a certain event or genre. This year we’ve seen some amazing guerrilla marketing campaigns from some major brands that truly showed what ownership marketing can do.

One of the most recognizable brands, Coca-Cola, recently was honored with the Cannes Lions 2013 Creative Marketer of the Year Award. It is certainly no surprise they won this prestigious award as they found a campaign that is quite memorable. Let’s take a look!

1. Coca-Cola

One of their most creative campaigns has to be the ‘Happiness Machine’. It’s a campaign they did several years ago, but is stil receiving many views. They played with this concept that a vending machine couple provide more than just a refreshing beverage.

Since then they’ve continued with this theme of surprising customers with a special treat. They realized that they needed to go mobile. No, we aren’t talking about smartphones. Coca-Cola took to the streets in Brazil to spread happiness to the streets of Rio De Janeiro.

Their most recent campaign took to a mall in South Korea where they got people dancing for a chance to win a free coke.

The Coca-Cola company leaves us waiting for they next happiness campaign. Not only does the campaign get the product in the hand of potential consumers, but it also serves as a wonderful video that is fun and lighthearted. They find ways to capture real joy and use it to market their product. It’s raw. It’s fun. It’s Coca-Cola!

2. GoPro

It took Nick Woodman 10 years to perfect his action camera business GroPro–just in time for YouTube to launch it into success. For those of you who don’t know, Nick Woodman is the founder of the tiny, wearable, high-quality camera, GoPro. Woodman grew his GoPro company organically by using guerrilla marketing tactics. He developed a product with the soul purpose of helping surfers capture photos of themselves while surfing. It soon evolved to something so much more with the help of their customers.

The marketing team over at GoPro must keep quite busy as customers and athletes around the world share their quality content with the world via YouTube and Vimeo. Known for their extreme video, GoPro took their marketing efforts to their consumers and make their viral videos sell the product.Their videos show the fun of being an amateur film-maker / pro awesome person. When you think extreme, you’ll think GoPro.

3. Red Bull

Ok, think of one major campaign Red Bull did this year. Ok, pencils down. Most likely, if you’ve been following them, you thought of the Red Bull Stratos! The video broke social media records when the jump was viewed live through YouTube. It was also a jump that broke a World record. Much like the previous example, Red Bull also owns their own sports and tries to get into the extreme and unusual. The Stratos jump certainly took the cake as it broke records and is arguable their most memorable campaign to date.

What you might not have known is that they also OWN certain teams and events. Red Bull has a diverse international marketing campaign where they take part in a range of extreme sports from air races to the Flugtag. They own several sports teams from soccer teams to Formula One teams. They also own the rights to certain events like the Red Bull Flugtag event and the Air Races.

3 Brands That Are Killing It In Ownership Marketing Guerrilla Marketing

Now that you’ve seen my top 3 companies, which companies do you think own their marketing niche? Let me know by commenting below!

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5 Successful Marketing Tactics for Savvy Businesses

5 Successful Marketing Tactics for Savvy Businesses

Marketing

5 Successful Marketing Tactics for Savvy Businesses Guerrilla Marketing

Mad Men – one of the most successful television shows around today – is set in an era when taglines and print advertisements ruled the marketing world. But nowadays, it’s not enough to just send a direct-mail flyer or buy space on a billboard, pushing your product. Modern audiences want to connect with the brands they buy and follow. Marketers have developed new approaches to connecting with clients, like humorous videos, absurd online campaigns and characters who act as brand advocates.

1. Humor and absurdity

The Internet caught fire when Old Spice first began its “The Man Your Man Could Smell Like” ad campaign. It was next to impossible to click a link without a video queuing-up of Isaiah Mustafa moving from a shower to a beach to horseback. The humor and absurd nature of these videos pokes fun at marketing campaigns that promise too much, all while promising immense benefits to Old Spice users. The main strength of absurdist humor in marketing is that it is memorable and sparks discussion. One could assume that at the height of these commercials’ popularity, they were the subject of many water-cooler conversations.

2. Entertaining, but helpful

Insurance companies have all developed distinct campaigns incorporating humor, like Allstate’s commercial series featuring fictional stuntman Johnny Nevada. But while this character’s clumsy antics are humorous, the commercials are also informative, offering consumers important information about driving safety.

3. Visual branding and identity

The goal of any successful branding campaign is to develop a distinct persona to separate your company from competitors. Who has done a better job of this than Apple? From the minimalist design of its computers, the iPod and its accompanying ad campaign that used silhouettes and the distinctive logo, Apple has built strong brand visibility. Apple has also built a loyal base of customers, and that’s apparent if you’ve ever heard arguments between “Mac people,” and “PC people.”

4. Social media and interactions

Facebook, Twitter and other social media have grown rapidly in the past decade, with millions of people using these platforms daily. About half of surveyed customers said Facebook had the greatest impact of their purchases. With the new Facebook Timeline and the new Twitter layout, brands have a wonderful opportunity to develop their social media profile and interact with customers. Several large companies have recognized the importance of images in social media. Oreo, for example, showcases photos of its cookies, remade to portray a theme or topical event.

5. Tradition and nostalgia

Appealing to the nostalgia of aging generations can give companies great results. That’s a fact auto makers know, as evident by the music they use for commercials. Budweiser appeals to nostalgia by featuring its Clydesdale horses in commercials near the holidays, or during the Super Bowl. Whether your company is a forward-thinking startup or a long-standing business in the community, marketing now demands that you reach out to customers and interact with them. They’re no longer just passive consumers, and if your message resonates with them, they will help spread the word on social media about your product or service.

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The Changing Landscape Of Creative Outdoor Advertising

The Changing Landscape Of Creative Outdoor Advertising

Marketing

The Changing Landscape Of Creative Outdoor Advertising Guerrilla Marketing

Advertising is constantly changing, and in order to be at the front of the pack, companies need make sure that their advertisements really stand out. Creative advertising is the key to ensuring that the public see your advert, and you can really make a difference by going outside. The scope for advertising outside using creative templates has never been larger, and you can get your products or business noticed by using creative campaigns combined with modern social trends. Using ideas such as street arts, graffiti and internet ‘memes’ can give your advertisements the edge.

Creative outdoor advertising doesn’t have to be expensive, but if you want to create an impact then shock and amazement should be the chief focus points of your work. For example, you may want to follow in the footsteps of the Martor Solingen razor company, who created a shocking image of a large razor with rubber portions of pigeons scattered on the ground. This was designed along with a slogan which said “Extremely sharp”. Other adverts, such as those promoting Ravensburger Puzzles, have used common features of the modern landscape to produce eye-catching images. The puzzle advertisement used rubble from a building demolition, combined with an over-size image of a puzzle box, to promote their products. The Kill Bill advertisements placed blood-coloured paint in an arc from the advertising billboard onto the road below, even leaving a ‘car shaped’ space in the parking bay nearby. In order to provide shock to the viewers, an anti-smoking campaign used cigarette butts to fill a set of glass lungs, demonstrating the effect that smoking has.

Other creative outdoor advertising campaigns have encouraged participation with the adverts. For example, the Economist advert depicted a single, large light bulb. This was illuminated by people walking underneath the bulb (triggering a hidden motion sensor), which then illuminated the board.

The Changing Landscape Of Creative Outdoor Advertising Guerrilla Marketing

Another promotion, this time by James Ready beer, encouraged people to take a photograph of their advertisement, and then take the picture into a local shop,  “Helping you save [dollars] for James Ready Beer”. By combining this advertisement with local companies, they created a winning photograph. The ‘Hand from Above’ billboard, which used digital photography, combined with a moving hand image on the billboard itself, to poke, flick or otherwise interact with the people walking past.

When designing creative outdoor advertising, it is important to remember that interacting with the outside world involves unpredictability. One example of the way in which advertising can go wrong is the Bic razor advert which involved a cut line of grass leading up to a 3D razor. While this looked good to start with, showing the neat trim which you might get from a Bic disposable razor, the grass eventually started to grow back, giving the ‘shaved’ patch a stubbly and uneven look. In order to work, this advertisement really needed to be regularly maintained.

The Changing Landscape Of Creative Outdoor Advertising Guerrilla Marketing

These examples of creative outdoor advertising show what can be done when companies try to think outside the box.

————

Jennifer is a guest blogger interested in writing articles about Outdoor Advertising and Marketing. She works along Picture This Advertising, a company that provides outdoor advertising solutions.

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Let Your Business Spread Like Wildfire In The Internet Through Viral Marketing

Let Your Business Spread Like Wildfire In The Internet Through Viral Marketing

Marketing

Let Your Business Spread Like Wildfire In The Internet Through Viral Marketing Guerrilla Marketing

Viral marketing is a new term that first flourished in the internet around the 90s. Although it is derived from viruses which are something people definitely avoid getting at all costs, our technology savvy generation is informed of its meaning due to constant exposure. Older folks should be more familiar with its predecessor, the word of mouth. Viral marketing and word of mouth both involves people spreading a company’s product information, or idea however viral marketing exceeds its predecessor by leaps and bounds when talking about the extent of spread due to the wide scale reaches of the internet.

The common ground between virus and viral marketing is that they both multiply exponentially. If your viral marketing is extremely effective, it is plausible to get thousands or even millions of fans, from a startup of tens. While going viral might be a marketer’s dream, for every single success, there are hundreds of failures. Fortunately, viral marketing requires a relatively small investment to start and mostly depends on how you manage your material and channel.

Known companies would opt for a multichannel approach that doesn’t need to be connected for it to work. With smaller businesses that mostly depend online for viral marketing, more thought is needed in order to reach a large number of people at a short amount of time. To save you the effort, we have compiled a simple list of guidelines that help ensure your viral marketing attempt doesn’t fall on its face.

Aim for Simplicity.

Like in most things, people are receptive to viral marketing that delivers a simple message. This is also takes in consideration that people have short attention span so the easier they get the message, the quicker it is for them to share.

Challenge your creativity in storytelling.

It’s one thing to tell a story that drives a simple point, it’s another thing to make it memorable. Your story doesn’t need to be a novel; it doesn’t have to laud your idea or product’s advantages over its competition. Go for a striking image that symbolizes what you offer and tell your story in a way that makes it stick in your audience mind in just enough time for them to share it on their social networking site.

Be bold.

Companies can be hesitant in jumping in with viral marketing due to its uncontrollable nature. Once you have shown your viral content to your audience, it’s theirs to interpret and to share. There will be times when your audience’s interpretation of your presentation will be off-kilter and that’s fine. As long as the ideas resonate with your audience, your marketing is working as intended.

Think ahead.

It can be easy to base a viral marketing campaign on what’s currently popular since that should open you up to a large initial fan base. That’s good until you look around and see several other companies having the same idea. And then when time passes, and people are interested in newer fads, your viral marketing becomes old and boring. To make it more exciting, think outside the box and you might be rewarded by starting new trends that others follow instead.

 

Whether you’re creating viral content for blogs, videos or pictures, these guidelines should work on getting your viral marketing attempt start on the right track. It can be a bold move for many businesses that are used to traditional marketing; even scary at times however, the rewards of a successful viral marketing campaign are definitely worth it.

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Jaskirat S Talwar is the owner of Impinge Solution. Impinge Solutions is a web design company which offers full-cycle services in areas of custom web design, web development, mobile application development, offshore PHP development, SEO, hosting & support in all over the Globe

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Red Bull: Masterminds of New Age Marketing

Red Bull: Masterminds of New Age Marketing

Marketing

Red Bull: Masterminds of New Age Marketing Guerrilla Marketing

When Neil Armstrong took his first steps on the moon he famously said “One small step for man, one giant leap for mankind.”  As I watched Felix Baumgartner’s superb achievement on Sunday I thought “One small step for man, one giant leap for Red Bull.”

It’s been 43 years since Neil Armstrong stepped on the moon, an event with no marketing persuasion.  In 2012 with new media, experiential, progressive, guerrilla and buzz marketing so prominent it’s no surprise this event was a different story.  Furthermore it’s no surprise Red Bull were the big winners as Felix fell 120,000ft from space, as they continue to push the envelope and build on their unique marketing strategy.

Red Bull has masterminded a marketing strategy that is anti-traditional, spending next to no money in TV, radio or print media.  Instead, their revolutionary approach prefers to create and organize their own extreme events around the world.  Red Bull Crashed Ice is a prime example.  An event launched in 2001 see’s skater’s race down a 535 metre urban ice track with jumps and speed.  It now has 5 stops in the annual ‘World Championship’ with each event providing fast races, wipe outs galore, large crowds and great after parties. Red Bull cleverly created a sporting event with the sole purpose to have its branding all over it.  And this event is just one of many, in total Red Bull has created over 90 individually branded events including Red Bull Road Rage, Red Bull Air Race World Championships and Red Bull X-Fighters.

By inventing, creating and branding events Red Bull is able to have authentic ownership.  When a brand pays to sponsor an event they are often 1 of 100 hundred sponsors, and their branding gets lost in the clutter.  There is also a big difference between paying for a logo and putting time and energy into creating an event.  Creating an event shows a commitment to a sport and audience, something that resonates with the consumer.  Other brands may have X marketing dollars and chosen to spend on the supposed best fit.  Red Bull didn’t see immediate fits in many cases, thus invented events they wanted to be associated with.  They’ve done it all their own way.  The events are now two fold for Red Bull, they are marketing outlets and assets.

Red Bull’s events are all social media relevant, a skill with increasing importance.  Events are exciting and therefore increase likelihood of attendees sharing the experience with their network.  Having organic social media amplification is great for brand credibility and enhances brand visibility.  #Spacejump #RedBullStratos #LiveJump #Stratos were all trending worldwide on Twitter on Sunday, this is PR money can’t buy.

PR that can’t be bought seems to have become Red Bull’s mantra.  In an interview with the Financial Times last year, Dietrich Mateschitz who co-founded the company in 1984 and remains its largest shareholder stated “Our media philosophy is as simple as it is correct: the onus is on the media to create content, not on us to provide it.  If our results, achievements and activities are worth reporting, you will read about them.”

So how does the strategy transfer into sales?  It’s hard to measure individual events but currently Red Bull has a 70% market share amongst energy drinks, selling 4.2 billion cans in 2010 alone and is available in 162 countries.

Granted Red Bull’s market share is not solely down to events.  Amongst other things they have a renowned and yet again innovative Student Brand Manager program which seeks college students who are active in campus life to promote Red Bull.  However, their event marketing / ownership strategy is the nucleus of their branding, one which they have successfully made their own.  Sunday was simply the latest milestone in a long list of masterstrokes.  Congratulations Felix, and hat’s off to Red Bull.

Note:  This was written at 2.45pm on Sunday 14th October.  At 3.18pm Felix Baumgartner tweeted “One small step for man, one giant step for energy drink marketing.”  Thanks Felix, for bringing branding to new heights

Red Bull: Masterminds of New Age Marketing Guerrilla Marketing

Red Bull: Masterminds of New Age Marketing Guerrilla Marketing

Red Bull: Masterminds of New Age Marketing Guerrilla Marketing

Red Bull: Masterminds of New Age Marketing Guerrilla Marketing

Red Bull: Masterminds of New Age Marketing Guerrilla Marketing

Photos via Red Bull Content Pool

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Guerrilla Marketing Partnerships – Learning From Microsoft

Guerrilla Marketing Partnerships – Learning From Microsoft

Marketing

Guerrilla Marketing Partnerships – Learning From Microsoft Guerrilla Marketing

I recently read an article about Microsoft using guerrilla marketing to promote its forthcoming Surface touchscreen tablets. The graffiti – style campaign in Chicago utilized the side of an independent car wash, a large brick wall.  The aesthetics looked great, with the brick wall providing a level of ‘guerrilla’ authenticity something I am sure Microsoft were seeking.

It would have provided great exposure for Microsoft as well, as commuters no doubt walk and drive past this location every day, so the element of surprise would have provided some lasting impressions.  Marketing dollars are no stumbling block for Microsoft.  Therefore Microsoft using an inexpensive strategy shows the value they place in it, something small businesses should take note of and guerrilla marketers should take pride in.

All this being said however, it wasn’t the aesthetic look, strategy chosen or potential cost of the campaign that got me thinking.  It was the obvious opportunity this should demonstrate to small business owners.  Microsoft clearly would have paid money to the car wash to use their wall, which is bonus revenue for the car wash.  This strategy could be implemented by small businesses often, a guerrilla marketing partnership if you will.  A guerrilla marketing partnership is a win / win scenario for both parties involved. Here’s why:

Company A: In this case Microsoft

Company B: In this case Local Car Wash

  1. Company A can use property owned by other businesses to advertise their own business for short term periods.  Graffiti art or basic messaging being the prime example.
  2. This provides Company A with increased exposure in a local area.
  3. Company B receives new / unexpected revenue.
  4. Company A can negotiate with Company B to ensure the advertisement is less expensive than traditional alternatives, and financially worthwhile.

Granted, not all businesses with exterior walls would be interested in this and there would have to be logistics agreed between both parties.  However it is an opportunity where two businesses can prosper.

We’ve all heard of the 100 mile diet and various buy local initiatives, this isn’t far off the mark, local businesses need to help local businesses.  Guerrilla marketing partnerships should be hunted by start-ups and small businesses when considering their marketing plan.  Microsoft’s graffiti was a block away from an Apple store.  This immediately makes me think of this strategy being used by stores for grand openings, discount promotions and events. Restaurants could also consider it to advertise new menu’s, prix fixes or private rentals around holiday seasons. The options are endless.

As an entrepreneur and someone who works in marketing, this is something I would consider for future client campaigns.

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3 Viral Marketing Lessons Learned From The Red Bull Stratos Jump

3 Viral Marketing Lessons Learned From The Red Bull Stratos Jump

Marketing

3 Viral Marketing Lessons Learned From The Red Bull Stratos Jump  Guerrilla Marketing

Today a world record was set for the highest skydiving jump by Austrian extreme athlete Felix Baumgartner. A couple days ago the just was thwarted by high-winds, but today the skies were clear.

What was a huge record for the books was also a huge hit for energy drink company, Red Bull. The company engaged over 7 million people via social media and that is only the start of it. From this amazing stunt sponsored by Red Bull, we can take away several key lessons as marketers. Maybe your next campaign will be the next world record!

Lesson 1: Go Big or Go Home

What made the Red Bull Stratos jump such a success as a marketing stunt was the fact that it broke records. The team positioned the mission as a mission to the edge of space. Felix Baumgartner set off to break several records today. Baumgartner hoped to break mach 1 speeds of over 760 mph and break the world record for longest freefall held by Joseph Kittinger. Since the claim was so outrageous and unique, people from around the world tuned in to watch Baumgartner jump LIVE from the stratosphere today. More than 7.1 million people tuned in to watch the live jump on YouTube, setting an Internet video record. 

That’s a lot of people that will talk about the Red Bull brand and amazing world record.

Lesson 2: Embrace Social Media

Social media played a HUGE role in the success of this campaign. Briefly mentioned in lesson 1, over 7.1 million people tuned in on YouTube to watch the jump. Tweets are pouring in for #stratos and the @RedBullStratos account. The team encourages viewers to ask questions via their Facebook and Twitter pages. The Red Bull Stratos page already had over 576,000 likes.

Instead of asking users to contact via email, encourage the public to use social media! It’s a much more open form of communication that is being widely adopted by younger and older generations.

Talk about engaging the audience!

Lesson 3: Just Jump

As guerrilla marketers, we are often trying new and sometimes risky marketing stunts. There have been several guerrilla marketing fails over the past couple years that made people a lot more careful. I ask, what’s the fun in that? We must continue to push boundaries and break away from the usual into the unusual. Try things that have never been done before. As Felix Baumgartner did today, just jump.

3 Viral Marketing Lessons Learned From The Red Bull Stratos Jump  Guerrilla Marketing

Image courtesy of Mashable

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Google’s Plan to Take Over Holiday Shopping

Marketing


Top toy lists are typically the purview of major retailers like Toys ‘R’ Us, Walmart and Target, but this year, Google unveiled its own list of hot toys. It’s no ordinary list. Consumers are able to view the toys in 3-D, using a cursor to turn an item in circles and view it from all angles. There are also listings of online stores and nearby stores, as well as reviews.

It’s just one example of how Google is marshaling its resources in an effort to become shoppers’ information destination. Sameer Samat, VP-Google shopping, says the company’s efforts are in response to changes in consumer behavior and the merging of the online and offline worlds, particularly when it comes to shopping habits. Seventeen percent of shoppers will visit a store, then buy online, while 51% who buy in store, researched first online, he says.

“That exemplifies where we want to go from a company standpoint,” Mr. Samat said. “We want to make the customer’s life easier, save them time and turn intentions into actions as quickly as possible. That’s the backdrop for us.”

Continue reading at AdAge.com

[VIDEO] Volvo Ballerina Viral Video Stunt

[VIDEO] Volvo Ballerina Viral Video Stunt

Marketing

[VIDEO] Volvo Ballerina Viral Video Stunt Guerrilla Marketing

It’s hard to argue with success.

And when you rack up more than 5 million views on YouTube in less than one month for a video that cost less than 1 percent of your TV Commercial budget, no one can argue you are a success.

Volvo recently joined the ever growing list of YouTube video believers when it created a video to demonstrate the precision and control of its new FH series.

What They Did

Volvo asked Faith Dickey, a world class rope walker, to go from one moving Volvo FH to another by crossing a rope tied between two Volvo. Of course there is a time bomb element. Otherwise, it won’t be exciting. The two Volvo FH trucks were driving towards two side-by-side tunnels with beams in the middle. Each truck is to go through one tunnel. If she doesn’t make it on time, she would hit the beams and she will most likely die.

The Result

There was no chance in hell Volvo was ever going to risk her life. She was on to the other truck kilometres before the Volvo FH ever came close to the two tunnels. However, the editing was brilliant. It sure looked like she was made only in the nick of time. It was Hollywood drama at its finest.

But there were able to accomplish two important things. First, they were able to demonstrate what they meant when they said “precision” and “control” in a way that only a true truck driver can understand without alienating the non-truck drivers.

More importantly, they got almost 6 million people to watch them boast about their product.

The Lesson

Not that Volvo is the first to have done it but they are successful in reiterating that you don’t have to trick people in thinking that your video is non-branded when you want to launch a product. You just have to make sure that your video is exciting enough to be watched shared.

[VIDEO] Volvo Ballerina Viral Video Stunt Guerrilla Marketing

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The Passage Helps The Homeless via Guerrilla Marketing

Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

Sometimes all it takes is a simple message and the right execution. The Passage is an organisation in London, UK with the mission to help the homeless. In order to get the word out about their organisation and encourage donations, they had volunteers stand in Victoria station with several clever cardboard signs.

The agency chose to use cardboard signs as it is often associated with homelessness and often catches the eye.

The campaign was quite successful as it engaged people walking by and during the three hours the campaign was run, donations increased by over 25%! The campaign also reached over 650,000 people on Twitter.

The cost? A volunteer’s time, recycled cardboard and a couple marker pens. I’d say that is some great guerrilla marketing!

Sometimes it’s just as simple as the right execution and clever copy!

Find out more about the mission by visiting The Passage’s website.

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

The Passage Helps The Homeless via Guerrilla Marketing Guerrilla Marketing

Advertising Agency: Publicis Life Brands Resolute, London, UK
Creative Director: Shaheed Peera
Art Directors: Nick Robinson, Shaheed Peera
Illustrator: Nick Robinson
Photographer: Nick Robinson
Published: August 2012

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