Do you like to read? Do you like fantasy or urban fantasy genres? Help me out by taking this 5-minute, 6-question survey.
And share the url, please, with anyone you think would like to share their opinion:
This past April 2018, I had the privilege of interviewing my friend and colleague Karen Vernon, to gain her insight on how entrepreneurs might approach marketing and communications. At the time Karen was a Senior Consultant in Marketing & Communications for Mission Health, concentrating most of her time in human resources and internal communications. Since that time Karen has been promoted to Director of that team, and her advice still rings true.
Spend a mear 25 minutes listening to her expert advice, it might help you make a great decision in your marketing strategy:
Join A.D. White author of urban fantasy novel series, Asheville Hustle, for a drop-in book signing and launch party for book one. A limited number of books will be available for purchase by cash or check.
Light snacks will be served and great beer, wine, and non-alcoholic drinks are available for purchase at the bar.
Habitat offers free off-street parking around back.
Party is 3pm-5pm
Habitat is open 2pm-6pm on Sundays if you want to come early or leave late.
If you have already ordered your book on Amazon, bring your copy for a signature. https://www.amazon.com/dp/1983218405/ref=sr_1_2?ie=UTF8&qid=1530374354&sr=8-2&keywords=Asheville+Hustle+book
The purpose of this exercise for ENT 645- EntreprenurialMarketing is to understand your customer base. For AD White, it’s a matter of understanding three customer bases: e-book readers, paperback readers, and “buy local” enthusiasts. Watch the screencast for more detail.
Happy Independence Day!
This summer semester I am starting a class called “Entrepreneurial Marketing,” and after reading the syllabus, I realized I have more experience than I initially thought with modern marketing tactics. So much of what I do every day is internal marketing and I partner with some great vendors to tell our stories more widely.
This past year, I was asked to be on camera with some other colleagues at Mission Health to tell the success story of how we helped transform performance and engagement through a tool called “StandOut.” The Marcus Buckingham Company powered by ADP captured our story to share with prospective clients. I want to share those videos here because they are excellent examples of compelling case study videos (of course I may be a little biased).
StandOut & Mission Case Study Video:
StandOut & Mission Strengths Video:
StandOut & Mission Leadership Video:
Outdoor ads have a long tradition in marketing. There are entire sites dedicated to unearthing vintage ads and collectors who buy up old signage. Most of us recognize billboards and outdoor signage as a part of our memories and current everyday lives. I have found some very creative outdoor ads for you, some that may cross over into a slightly different genre and be considered more of an advertising “stunt.” I hope you enjoy and learn from these great examples:
Objective: Show people how much carbon is released into the air for only one day of driving. Additionally, the WWF received a lot of press/news coverage in China and gained many new volunteers because of the balloon stunt.
Target Market: Young commuters (Millennials and Gen X) who understand their environmental impact but need concrete tips and facts on how to change their behaviors.
Action: Convince drivers to refrain from driving one day per week to reduce carbon emissions.
Value Proposition: By reducing the number of days you drive, you will reduce the amount of pollution in the air. Drive less, breath better.
Objective: Papyrus, a mostly paper and stationery company, decided to use their name to help bring attention to stress and anxiety among students.
Target Market: Students who bottle up their stress and anxiety during exam/finals time each year.
Action: Papyrus urges students to talk about their stress rather than remaining silent. They posted these flyers around schools with information at the bottom of each on how to seek help.
Value Proposition: Companies who extend goodwill and help are remembered as “good” companies. For a student who isn’t stressed, it’s a sweet gesture. To a student who uses the referenced resources, Papyrus will forever be a name they trust.
Objective: Relaunch the Prius brand as a “mainstream” environmental alternative in a down market.
Target Market: Expand their demographic to be wider than just the “environmental crowd.” Market to all car consumers by proving a commitment to their local businesses and communities.
Action: Allow consumers to interact with the lovely displays and widen their demographic through the interactive traveling show that looked more like art and less like a car ad.
Value Proposition: To the consumer, this approach said, “Prius isn’t just a car brand, it’s a commitment to a lifestyle and Prius is committed to that lifestyle beyond just the car.”
Objective: Combine digital outdoor advertising boards with a new technology, Periscope, that allows specific preselected passengers of the Royal Caribbean to show live adventures aboard the cruise ship.
Target Market: Adults in New York City who were considering a vacation and who had never considered a cruise as an option. Reportedly, due to these ads, Royal Caribbean saw a 19% increase in bookings from New York from passengers who had never previously cruised.
Action: Passers-by of these live billboards had a hard time looking away. The real-time feed showed beautiful blue water, fun in the sun, and it was easy to relate to the selected “influencers” who were broadcasting from the cruise.
Value Proposition: The value to the consumer was a real-life glimpse into what a Royal Caribbean cruise was like. Many people view cruises in a certain stereotypical light, but the live feed to the New York billboards showed a younger, more fun and adventurous side of cruising.
Objective: Creatively get the point across that the broadcast of the Cardinals baseball games would be moving to a different station after 52 years at a different station.
Target Market: Adult men (and some women) in St. Louis who typically listen to baseball games while driving in their cars.
Action: The Cardinals on the billboards physically “flew” to a different sign to signify that they had moved to a 550 KTRS radio station. This creatively informed the consumer to tune into a new station.
Value Proposition: The value to the consumer is they were informed of the change in the station in a clever and fun way.
**Cover Photo Credit: http://www.vintageadoftheweek.com/1971-mercury-cougar-xr-7-billboard/ follow them for a vintage ad of the week**
This week I’m analyzing Magazine Ads, and wow, there were so many good ones to choose from! I decided to go international for you. Most of the ads I’m exposed to are from my home country of the US, so I really enjoyed spending some time on the adsofthewold.com site. Here is a selection of ads that really get their point across:
Objective: The very simple ad states, “yes we can- 2008” at the top and “Small can be powerful. 118kW 1.4l TSI. Das Auto. Volkswagen” at the bottom. They are comparing the small but powerful Obama campaign slogan to the small but powerful VW car.
Target Market: South Africans who had followed the US presidential election of Barak Obama.
Action: Inspire trust. Invoke a sense of power and simplicity through comparing the short campaign slogan to the design of the VW.
Value Proposition: If a short but powerful slogan can win an election, just imagine the power of this small car.
Link to Ad: https://aef.com/ad-campaigns/polar-bear-3/
Objective: Expand sales of season passes to the zoo by showing reasons a consumer might want a season’s pass zoo card.
Target Market: Adults, children, adults who have to comfort little children who have been disappointed in not seeing their favorite animal at the zoo.
Action: Buy a zoo card. It’s worth the cost when you can’t see everything in one day. Upgrade to a season pass and come any time you would like.
Value Proposition: If the polar bear or whatever favorite animal you came to see won’t come out on the day you go to the zoo, there is a good reason to get a zoo card. The consumer can always come back another day.
Objective: Highlight one of the many reasons that someone might need to buy a new bed. Use humor and the thought of a recent Valentine tryst to convince the viewer that they too, might need a new bed.
Target Market: This ad particularly targeted couples, the day after Valentine’s day in 2015 to persuade them with humor that they need a new bed.
Action: Come buy a bed at Dream. They understand your predicament.
Value Proposition: It’s ok if your Valentine’s Day gets a little wild because Dream is having a sale the very next day!
Objective: This is one of a series of four ads depicting someone on the beautiful blue water enjoying the scenery. The objective is to entice the viewer to want to “just fly there.”
Target Market: Young, working adults, with some vacation time and some disposable income.
Action: Use some of your time off and just go somewhere cool, wonderful, relaxing.
Value Proposition: Travel can be as easy as a little money and a plane ticket. The value is in the reminder to take time away and go to places the viewer has always dreamt of.
Objective: These two ads show the problem of wasting energy in homes. ClimaSmart technology is their solution. They use: #wehatewaste
Target Market: Adult homeowners with some climate control problems within their homes.
Action: Look further than your car or recycling for your environmental impact. Energy in homes is a great place to start. Their tagline is, “A better climate starts from your home.”
Value Proposition: E.ON can help you reduce waste, better control the temp in your home, and help you have a better environmental impact.
**Cover Photo Credit: https://www.picxclicx.com/free-stock-photos-stack-of-magazines-12/ **