From the category archives:
It’s a music video! It’s an iPhone ad! It’s… well, the internet-dwellers aren’t quite sure what it is, but this somewhat-enigmatic YouTube video features the band Atomic Tom performing a catchy tune on a New York City train… entirely on their iPhones! Whatever it is, it’s a good example of subtle and effective marketing for everyone involved.
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People want to be excited today by the things they work on. That’s why, if you go to a Williams-Sonoma, the kitchenware place, they’ve got the coolest ice cream scoopers, and garlic presses, and they’ve actually engineered simple things like that, to create a net-new value proposition.
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Just when we thought we had exhausted our creativity with YouTube, up comes this small brand with a truly and literally “out of the box” idea. Bringing to mind those old “Choose-Your-Own-Adventure” books that became a fad among young readers in the 90′s, this recent promotional spot from Tipp-Ex lets viewers interact with the video to change its outcome.
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nnovative, Indispensible, Inspirational. These are the three I’s of an effective Value Proposition. If you want to make your brand work, you’ve got to cater to your target consumers’ needs. We’re not just talking about basic needs here. A product or service can also satisfy emotional and perhaps even spiritual needs. It all depends on how you position your offering.
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No brand is immune to competition. Even market leaders can have their nemeses, and direct competitors keep a company from having the entire pie for itself. In many cases, competition can actually be mutually beneficial, as it keeps the competing parties from becoming too complacent. In always trying to outdo each other, the companies will push themselves to improve their brands and the products or services they carry. It is a welcome cycle that not many businesses want to admit.
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When Old Spice and its advertising agency, Wieden + Kennedy, saw its latest campaign was becoming a viral success, they immediately capitalized on it. Now, not only has the Old Spice Guy, perpetually wrapped in a bath towel and flashing a debonair smile, become a household name; product sales are growing and the company is enjoying a breath of new life in its industry.
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So the lesson here is that you need to really rethink- especially in older type industries- whether or not what you accept as a true value is a true limitation or is it just a habit. Or maybe it was a limitation that was born from boundaries that your industry had from years ago that is no longer true with newer technologies?
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QT: Blogging Innovation “Joy is BMW – Marketing Innovation or Marketing Failure?” “I came across the following video of a BMW advertising installation thanks to a tweet…”
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Jose Palomino is President of Value Prop Interactive and author of the book, Value Prop. Jose combines tactical creativity, strategic orientation, marketing savvy, and technical acumen to deliver insights, leadership, and results.
In his book, workshops, and coaching, Jose makes this strategic marketing methodology practical and immediately usable. Learn more »
