It used to be that advertising was all about planning reach and frequency. To a certain extent it still is for paid efforts, but when you're trying to milk free platforms, like your own anchored content through blogs and enewsletters, as well as social media, earned media and embedded editorial, REACH is the name of the game. You CAN control frequency of your own platforms, but … [Read more...]
3 insights from Sweden to harness media & generate word of mouth
The "Curators of Sweden" was a great example of tourism marketing. The campaign featured an overall initiative where the controls of the countries @Sweden Twitter handle were handed over to Swedish citizens for rotating one-week stints. People from all over the world were invited to ask questions and exchange thoughts in an unedited forum. The trust and openness was meant to … [Read more...]
Disruption: How Tesla changed automotive marketing
Mark the date April 4, 2016 in your memory. At some point in the future, this date will have huge significance. Elon Musk is also likely to roll off your tongue with the same broadly shared recognition that the name Steve Jobs from Apple does. That's because April 4th is the day that Tesla pre-sold 276,000 Model 3 cars worldwide, with an estimate to hit over 500,000 well before … [Read more...]
How to manage negative publicity: 5 lessons from Coors Light #BraveTheCold out of bounds skiing campaign
Somebody at Coors Light had a horrible, no good, very bad day last week. Several people at Rethink, a well respected Vancouver advertising agency responsible for the #BraveTheCold campaign, also likely had a sleepless night trying to put the breaks on creative that was set to launch that week, after negative publicity threatened to take over. And that doesn’t even credit the … [Read more...]
Disruption: What is your data NOT telling you?
I love disruption. Not many people can say that. Disruption is a breath of fresh air to rituals and expectations. Leveraged well, disruption is an amazing marketing tool. Take REI in America. They chose to CLOSE their store on Black Friday, the day after Thanksgiving, traditionally the busiest shopping day of the year in the US. While some accused the retailer of … [Read more...]
