Know-How Exchange : Just for Fun

Richard B,

Best marketing Ideas:

Exploring the many uses of a Peanut & Crop Rotation

An idea was developed by a former slave who was purchased for the cost of a race horse. That young man became a scientist and a man who had to learn how to market to a very ignorant community of people who did not know much about farming and crop rotation. He was recruited by Booker T. Washington to come down to the Tuskeghee Institute in order to direct the Science department of which they did not have one. Without start up capital or financial backing George Washington Carver bootstrapped his way into history and saving a country called America from poor soil errosion. He took the peanut and created over 100 ideas from it and then numerous products from the sweet potato and other plants.

If you would like to know more check out

www.fcps.k12.va.us/KingsParkES/technology/bios/carver.htm

Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

Hmmm.... what about the Sports Illustrated "swimsuit edition" of their magazine?

That's a marketing effort that has done more than increase circulation (no pun intended!), it's turned the publication into a household name and almost created a national holiday when that issue hits the shelves. The PR buzz is deafening, too.

- Shelley

Richard:

Some more best of the best:

"Calgon, take me away"

"20 mule-team Borax"

Michelob Ultra (vs. say Aspen Light from Coors - bad marketing, what were they thinking? They wasted a perfectly good existing brand name)

Miller Lite - all of their campaigns especially "More Taste, Less Filling" which broke new ground, and now look at the fact that they have been low carbo since the beginning, they didn't have to re-create anything, just change the marketing message a little bit for that target market segment.

Corona Beer - Blew Heineken away as largest selling import in less than 10 years.

Wonder Bread - Been around since the early 1920's and we all grew up on it "Helps Build Strong Bodies 12 ways".

This could go on forever.....

I hope that helps!

Pepper Blue listed some effective beer brand marketing, but I officially vote for the beer ads that pushed their way into our minds and our everyday lexicon, making us all say "Wasssssuuuup?!" at least once during any telephone conversation. Budweiser.

The one ad which keeps coming to mind for me is the "Keep America Beautiful" campaign, with the crying indian. I agree with the writer of the article below - that one tear really seemed to do a lot to turn the tide in the US.

https://www.kab.org/media.asp?id=246&rid=250

Hi Richard B

well here are some of the best Marketing Campaigns i have seen in recent times in my country Bangladesh.

1. 100% Halal Soap.

A new entrant in the beauty soap industry of Bangladesh introduced their brand "Aromatic" against the dominant LUX of Unilever with a punchline

"Only 100% Halal Soap"

back in 1998. This was well communicated through all the media. This "Halal" concept bore into the mostly religious Muslim Bangladeshi consumers mind and saw the market share, sales, profit of Unilever Bangladesh plummeting.


2. GP-GP (Mobile To Mobile Service)

When Grameen Phone (majority owned by Telenor of Norway), the largest cellular operator in Bangladesh, launched their service,they faced the interconnection problem to access the landlines(due to stateowned landline provider's intrancigence). It was getting difficult to sell "true mobile service-one with incoming and outgoing facility to all phones" connection.

To counter this problem, GP devised a unique product called GP-GP which is basically a mobile to mobiel connection. one can have incoming and outgoing calls all mobile networks but NOT to any landphones.

THis ensured that if anyone buys a GP-GP line, to be connected with him his near dear ones have to have at least 1 more GP-GP line. this is actually fueling the growth of sales for the company.

Still today, 90% of Bangladesh's mobile users dont have access to landlines.


3. Launching of Grameen Phone in Chittagong

When Grameen Phone, the largest cellular operator in Bangladesh, launched their service in the port city of Chittagong, they had Buntings/Streamers and Posters and all other kinds of POS at every possible space, Mobile outlets, wall etc. They decorated all the traffic round-abouts with these buntings and entirely changed the look of the city. The city walls were pasted with posters with simple message

"Grameen Phone in Now in CHittagong".

All this was done overnight and the launch day morning the entire city was surprised. Obviously the consumer reaction was complete sell out of available connections in less than 96 hours.

thats all for now. if i remember more, i'll get back.

cheers!!

Richard, last time you asked this question, I offered a completely fictional "best" example of Willie Wonka's golden tickets.

Last night we watched a movie I never get tired of: Miracle on 34th Street.

Remember how Kris Kringle told Macy's customers they could get roller skates at Gimbel's and fire engines at another store? It started a brilliant marketing war between all of the retailers. Care about the customer! Send them to a competitor!

Could be another addition for your deck, just to lighten it up a bit. ;]

You must be going through a tough time sorting out these ideas -- hard to pick which ones people will relate to. I see a lot of regional suggestions (local and international) that won't have much meaning for a global audience. Are you targeting the U.S. or the universe at large?

- Shelley