20 January 2015
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The people have spoken . . .
The feedback for the new version of MarketingNOW has been very positive. I appreciate the great feedback.
Current informaton, easy navigation, and links to great articles and multi-media stand out among the most common strengths.
If you teach marketing--check this out!
As always, email me with ideas, suggestions, concerns or complaints!
A peek at PepsiCo's Super Bowl marketing playbook
There's chopping, slicing, blending, breading and sautéeing going on in this second-floor kitchen at the famed Culinary Institute of America.
There's also some bantering and brainstorming — as well as a heaping serving of corporate branding.
It's a Saturday afternoon, and eight CIA students are showing off their cooking chops in a bid to win scholarship money and a trip to the Super Bowl via PepsiCo's "Game Day Grub Match" competition.
These rookie chefs are tasked with creating the ultimate Big Game party fare. But there's a caveat: They must use at least three PepsiCo products as ingredients. For the students, it's about 15 minutes of fame and some prize money for good measure. For PepsiCo., it's yet another corporate-created marketing move to make the most of its multimillion-dollar Super Bowl sponsorship investment.
The students — who were told a few days earlier that they were selected to compete — came with prepared recipe concepts. Yet their final dishes could come to fruition only after they saw the PepsiCo products provided as potential ingredients.
Read the entire article here.
How does this approach differ from more traditional campaigns?
How will success be measured?
Do you believe this campaign will deliver results for Pepsi?
Naming rights deals vary greatly in MWC
It’s difficult enough to compare naming-rights deals for college basketball arenas because of the numerous differences in local economies, arena marketing – both nationwide and locally – of arenas, the population and such. But it’s even tougher to compare based on the new numbers of arenas that have sponsorships.
Matt Ensor, assistant director of communications at UNM, researched the number of collegiate basketball venues with title sponsors before the school’s deal with WisePies was announced. His discovery is that UNM is in rare company following its $5 million, 10-year deal with WisePies.
“In looking at all 345 NCAA Division I basketball programs, I researched the number of programs who play in a college basketball arena (no professional or semiprofessional teams) with naming rights from a company headquartered or founded in the same state. Including the University of New Mexico, I counted a total of 25 schools out of 345 (7.2%) in this unique situation. Of the 25 facilities, only eight are west of the Mississippi River.
“This applies to naming rights deals for the facility itself and not department-wide naming rights deals for all facilities. This research is preliminary and in no way error free.”
That said, the Journal contacted every school in the Mountain West Conference to compare basketball arena naming rights sponsorships, and found the following:
Read the entire article here.
How do corporate partners benefit from naming rights?
Why do so few college venues have naming rights sponsors?
Could naming rights work for a high school venue?
Online 'influencers' make (or break) businesses
After making a chancy investment to open a temporary storefront at a Los Angeles-area shopping mall this Christmas season, online retailer Revolve Clothing clicked open what it calls its bible and did more than just pray for success.
For Revolve’s five-person marketing team, the sacred text is an Excel spreadsheet listing nearly 100 consumers, most of them young women, who could make or break the bricks-and-mortar experiment.
High on the list was Chriselle Lim, 29. A committed Revolve fan, she immediately said yes when asked to help promote the storefront. Revolve paid for her Uber ride to the store on a rainy day in early December and gave her credit to buy a light-pink leather jacket and a camel-colored coat that had caught her eye online.
It was a great deal for Revolve: Lim blasted two photos of her Grove visit onto Instagram, drawing more than 12,000 “likes” combined.
A mix of attractive looks, a knack for creativity and devotion to their fans has brought Lim and each woman on the Revolve list thousands, if not hundreds of thousands, of supporters on social media. Many of the women treat their social media pages as digital billboards, earning thousands of dollars a year — and in some cases more than $100,000 — by promoting the offerings of companies such as Revolve.
Read the entire article here.
Why do "influencers" play such an important role now?
What are the key traits of an influencer?
Seth Godin calls them sneezers. Why.