Juicing Up Guerilla Marketing

Purity.Organic is proving that you don’t need a large marketing budget to effectively market your brand.  The organic juice maker went guerilla with their $10,000 marketing budget and decided that in order to garner maximum attention they were going to New York City.

Purity.Organic’s agency placed giant cardboard straws in garbage bins around NYC, which touted the health benefits of its drinks.  The 200 giant cardboard bendable straws were planted in 25 high traffic locations.

The campaign was a success for the company.  The Purity.Organic website traffic grew significantly and consumers have been circulating pictures of themselves online with the giant straws.  Some people even stole the straws, instead of getting upset the company saw those straws as running billboards.

One additional component to the Purity.Organic campaign was an online video called “Those Motherf@#!ers.”  The video features a businessman shouting bleeped out profanities during a phone call, but once he takes a break to sip his Purity.Organic juice he instantly calms down and stops the cussing.

This is another example of great marketing innovation.  $10,000 isn’t a lot of money to get your product noticed, but if you are smart and you maximize your money without spending it all on one newspaper ad, you can not only have fun, but create a lot of buzz for your brand.

For more information about this launch, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ia2224c3f78e5a3ceba0e529d3c631fb4

Word Of Mouth Spending Grows to $1.5B

Spending behind word-of-mouth advertising rose 14.2% in 2008.  Food and drink brands were the biggest spenders, accounting for 30% of all w-o-m spending.  Word-of-mouth advertising includes buzz, influencers, community and viral marketing.

PQ Media forecasts that w-o-m spending will increase by another 10.2% this year, even with the recession taking place.  PQ Media also believes that total spending is expected to grow at a compound annual growth rate of 14.5% between 2008 and 2013.

Most of the w-o-m spend was spent researching consumers via online communities like Twitter, Facebook and MySpace.  These channels saw a growth of 26.6%, bringing the marketing dollars to $119 million.  By far the most money with $832 million, was dedicated to w-o-m strategy and consulting.  Agencies that specialize in w-o-m grew 18.7% to $197 million.

Getting w-o-m right is tricky, it can either make or break a brand or a campaign launch.  It is not surprising to see that w-o-m consulting agencies have grown as many traditional advertising agencies haven’t had the time or resources to put together an in-depth study on their online, social networking target audience.

For more information on this study, go to: http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&newsId=20090729005726&newsLang=en

How to Market to the New 65 Plus Consumer

In a new Pew Research Center Social & Demographic Trends survey, 60% of respondents aged 65-plus said they feel younger than their actual age – in many cases much younger.

  • Among respondents ages 65 to 74, 1/3 say they feel 10 to 19 years younger than their age
  • One in six say they feel at least 20 years younger than their actual age
  • When asked flat out whether they “feel old,” 78% of the 65-74s and 61% of the 75-plusers said “no.”

So, how should marketers address people who are old, by conventional measures, but whose self-perception and physical condition doesn’t match up? One school of thought promotes using images that reflect the target market’s age less 10 to 12 years.  Another is to practice ‘ageless’ marketing, while being sure the ad reflects your understanding of the values and stage of life of the targeted populations and how the product and service meets their needs.  Another important role to the 65 plus consumer is the role of them being a grandparent.  Per the report, 65-plusers value becoming a grandparent more than anything.  They also look forward to having more time with family and then spending time with grandchildren as they age.  So these are key points that marketers can also tap into to evoke an emotional response.

For a more in depth look at how to market to this demographic, go to: http://www.adweek.com/aw/content_display/news/client/e3i4d0a69ad29e1cca5bb846e33310e9dcb

Boomers: Still Spending

A new report by IRI, details how the consumer packaged good industry is poised to grow as the Boomers generation gets older. The study evaluated three different Boomer groups shopping habits, the groups were broken up into: Truman (53-62), Kennedy (44-52), and LBJ (34-43).

Some of the findings include:

  • 66% of Trumans purchased store brands
  • 83% of Trumans gave store brands “excellent” quality ratings
  • 70% of Kennedy Boomers gave store brands “excellent” quality ratings
  • 73% of LBJ Boomers gave store brands “excellent” quality ratings
  • Top private label products for Trumans are nuts/seeds/corn nuts, ice cream and chocolate candy

IRI believes that the Boomer group represents a $50 billion growth opportunity for consumer packaged goods companies in the future.

For more on this report, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3id7516b3f87ca901dfd066b2394569a67

Comedy Central Series to Feature Live Commercials

Comedy Central’s new show, “Michael & Michael,” which premieres on July 15th, will be featuring live commercials during six of its seven scheduled episodes.  Sponsors that have already signed with this show include Klondike, Dunkin’ Donuts, Mike’s Hard Lemonade and Palm Pre.  Klondike will be featured in the first episode and in conjunction with the live commercials, the brand is also sponsoring a web micro-series featuring the two stars.

The show is a sketch-based comedy and brands really feel that the actors can give the brands the humor needed to connect with audiences.  The actors stated, ” I think we felt like with this show in particular, since we were playing ourselves making a TV show, we could do something where we’re basically doing promotions for advertisers as ourselves and it wouldn’t necessarily pull you out of the show we’re making. We see it as the old-timey ad, the kind you hear on the radio all the time, where we just stand there and talk right to the camera, ‘This is the product, and this is why it’s great.'”

This is a very innovative idea and I think that the brands who have already signed up will see the benefits from going in a direction like this.  What do all of you think? Is this a silly idea? Would your company or brand try it? We want to hear from you!

For the full article, go to: http://adage.com/madisonandvine/article?article_id=137880

Break Dancing Babies and Water?

After Evian’s 17% drop in sales in 2008, they are ready to launch a new campaign “Live Young.”  The upscale water brand’s global campaign will appear online in the US and on TV in some overseas markets.  The message of the ads is to project Evian’s values of health, youth and purity in a more playful way than they have done in the past.

The ad’s messaging is “Let’s observe the effect Evian has on your body” which is then followed by the lively and happy break dancing babies on roller skates.

Evian is hoping for their ads to become viral sensations in the US.  Evian is posting its ads on YouTUbe as well as a new site, www.evianliveyoung.com.  There are two videos for users to watch, as well as digital teasers of the break dancing babies and “making of” clips.  There are also “interviews” with the babies as well as Facebook pages for each of them.

What do all of you think? Will this approach work for an upscale brand like Evian? I have my doubts…the use of babies in the e-trade commercials for some reason worked, but for an upscale water brand…I guess we will just have to wait and see.  It will be interesting to see if the consumer makes the leap of watching these dancing babies to actually buying a higher priced water brand.

More & More US Latinos Going Online

According to an eMarketer report, more and more US Latinos are going online.  In 2009, eMarketer reports that there are nearly 23 million Hispanics online, which is about 51% of the US Hispanic population.  Currently, Hispanics make up about 12.3% of the US Internet population and will increase to 13.9% by 2013.

The report also notes that this demographic is young, vibrant and growing, not only in numbers but in broadband connections and time spent online.  Sixty-three percent of Hispanic online users are under 35 years old.

This eMarketer report is important for marketers because the Hispanic demographic is one that has been left out of online marketing campaigns.  This young, hip demographic does respond to bilingual ads because it is prominently a culture that switches between languages.  Unfortunately, experts have not found the single best way to reach this demographic, but that can be marketers inspiration.  Each company or brand can experiment with ways to best reach this audience online.

For more information on this 22-page report, go to: http://www.emarketer.com/Reports/All/Emarketer_2000590.aspx

Paging Mr. Mom Aisle 2

Times are changing, especially when it comes to what used to be the conventional women vs men household roles.  While women used to be the housemakers and the ones to do all of the household shopping, studies now show that almost one-third of men are now the principal shoppers in the household.  This new Mr. Mom role is key for marketers, who have been skewing their supermarket advertising towards women, because now they have a whole new demographic that they can market to.

One of the biggest distinctions between men and women supermarket shoppers came from a 2006 article, “Secrets of the Male Shoppers,” which claims that “men buy, while women shop.”  This highlights that the sexes have different priorities when going down the aisles and is key for marketers to be aware of.

Nielsen data shows that while females used to dominate shopping trips in all channels except for convenience/gas stores, their numbers have consistently dropped from 2004 to 2008/2009, while the men’s numbers have steadily increased.  Research has shown that men have increased their grocery spending by 56% over a five year span.

To get more information about how men and women’s shopping roles are changing, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i1a1890f91e4cda9ae317111c0e19f1fa

Turner Cable’s New Ad Plan

The economic situation has forced marketers and broadcasters alike to really start finding innovative ways to reach target audiences.  Time Warner is finally entertaining an idea that advertisers have been asking for forever; allowing marketers to purchase ad time during the specific pieces of programming that pull a strong male audience.  There will be two packages available for the Turner cable networks (TBS, TNT, TruTV, Cartoon Network and Adult Swim), one that skews to men 18-34 and one that targets 18 -49 year old men.

Turner will also offer advertising on their digital properties and will work with marketers who are interested in creating “microseries” and other advertiser-sponsored content.  This against the grain marketing tactic comes as more and more marketers demand ways to go after their specific demographics.  The old way TV units were sold is not working anymore, especially in this economy when the ad budgets are the first things to go.

For the full article, go to: http://adage.com/mediaworks/article?article_id=137607

Taco Bell Thinks Outside The Bun And The Box

Taco Bell has decided to think outside of the TV box for their new marketing campaign which focuses on their new 79, 89, and 99 cent menu items.  The ad, which is called “Roosevelts,” as it is referring to the president featured on the dime, debuted Monday in National CineMedia’s FirstLook pre-feature program across 171 markets.

The spot will run in theatres before the new Transformer movie (which has already grossed more than $60 million), as well as other “Summer Blockbusters.”  These movies are the perfect place to debut these spots because Taco Bell’s target demographic is younger adults, the same people who are going to these films.  Taco Bell also considered research presented by National CineMedia which claims that 74% of moviegoers eat out either immediately before or after a movie and 88% of NCM’s audience is within a 3-mile radius of a Taco Bell.  Sounds like a no-brainer for Taco Bell.

Personally, I believe that more and more companies are going to be looking into doing movie theatre marketing because you have a captive audience.

For the fullarticle, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3i344418db676344f0847dc8afac665540