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Best and Worst Marketing Ideas
Best making the best of a bad image: Las Vegas' "What Happens Here,[link widoczny dla zalogowanych], Stays Here" campaign
After a failed attempt to promote itself as a family destination,[link widoczny dla zalogowanych], Las Vegas finally embraced its Sin City image with its "What happens here, stays here" advertising campaign, launched in 2003. It's still going strong: 2007 marked the city's fourth consecutive year of busting tourism records. "It resonated because it's what people already believe,[link widoczny dla zalogowanych]," says Laura Ries, president of marketing strategy firm Ries Ries.
Some marketing missteps make you kick yourself. After Mars passed, director Steven Spielberg went to Hershey's, which took the offer. It paid off. Time magazine reported in 1982 that Reese's Pieces sales rose 65 percent in the months after the movie's release. Even though the movie never mentioned the name of the product, showing the distinctive orange package was enough, and the placement enjoyed heavy promotional support from the manufacturer.
Lesson: Placing your product in the right media vehicle can boost sales.
Best video ad: Get a Mac
Apple's "Get a Mac" campaign, which launched in 2006,[link widoczny dla zalogowanych], puts the hip,[link widoczny dla zalogowanych], easygoing Mac against the hapless, problem-prone PC. "Every one of them says, be this guy.' You don't want to be the PC." The TV ads also appeared online, and the company released a series of web-only ads to capitalize on consumer interest in the characters. People got the message--Mac's market share grew by 42 percent.
Lesson: Create engaging characters in your online video to help grow an audience that's receptive to your brand.
Best contest: Nathan's Famous Hot Dog Eating Contest
Launched in 1916, this homage to gluttony plasters the Nathan's name across international media each year. Brothers George and Richard Shea launched the International Federation of Competitive Eating in 1997. and abroad, spurring a subculture of competitive eating celebrities who receive international media attention.
Lesson: Don't be afraid to be outrageous if it suits your brand.
Best use of YouTube: Blendtec's "Will It Blend?"
Blendtec,[link widoczny dla zalogowanych], a maker of high-end blenders, created a series of online videos that depict founder Tom Dickson using his durable machine to smash everything from small electronics to sneakers to credit cards. The videos are on Blendtec's site as well as YouTube, where,[link widoczny dla zalogowanych], through viral marketing,[link widoczny dla zalogowanych], some have been viewed more than 5.5 million times. It shows people are interested--and it saves money,[link widoczny dla zalogowanych], since Blendtec didn't pay for all that band-width. The simplicity of the slogan lends itself to a wide variety of advertising interpretations, ranging from humorous
TV ads to the celebrity-driven milk mustache print series. "The images of glamour and fame contrasted with the hominess of a milk mustache make the versatile tagline a hit," says Crall. A year after the campaign launched in California,[link widoczny dla zalogowanych], the state saw an increase in milk sales for the first time in more than 10 years.
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