One of our clients is very happy with the results of a recent Point-Of-Purchase Audio Marketing test we conducted. Read the mini-case study here. While the number of units sold is smaller, the increase in sales during our measured P-O-P campaign is dramatic.
BusinessVoice President Jerry Brown is featured as a satisfied customer in Buckeye TeleSystem’s new “We Chose Buckeye” campaign. Check out Jerry’s TV spot, his billboard, and his web ad.
Jerry is taking full advantage of his new celebrity. He’s signed on to appear on next season’s “Dancing With The Stars,” he’s already penning his tell-all autobiography, and he’s launching his own line of popcorn and spaghetti sauce.
The marketing industry as a whole can be an unfriendly place. Shops are criticized for decisions on spokespeople, underlying messages, and judgements are made within seconds by the public. But after reading this article in AdAge concerning Georgi Vodka’s clamoring for former Governor Spitzer’s call girl’s “butt,” I can’t help but feel those same negative feelings.
While this is not nearly as repulsive as the capitalization on tragedy that we saw with purchasing Internet key words in relation to the Virginia Tech shootings to boost website traffic, it certainly doesn’t bode well for us. Pushing the envelope is one thing; getting folks to think outside the box is evolutionary; but toying with the idea of launching a Vodka Brand titled “No. 9″ after Spitzer’s designation by the call-girl service? Putting a twenty-something escort who has come to be associated with lies and betrayal in the American political scene on the back of buses and tops of taxis? That’s low.
After 105 years, Miller Brewing Company is breathing new life into their original bubbly pilsner. The Milwaukee brewer recently launched Miller High Life Extras, a points-based loyalty program that rewards those who are “livin’ the high life.”
It’s simple. Just buy a specially marked 12 or 30-pack of Miller High Life, or Miller High Life Light, if you’re watching your figure. Each bottle or can is worth 10 points, which then can be redeemed with the click of a button at MillerHighLife.com. Proving once again that loyalty and enjoyment go hand-in-hand.
First put on the market in 1903, Miller High Life, also known as “The Champagne of Beers,” is Miller Brewing’s oldest and perhaps most dormant brand in the family. But over the last few years, High Life has more than doubled their advertising budget and enlisted the help of a quirky, down-to-earth delivery truck driver. And it’s produced results: shipments increased to just over 5 million barrels by the end of 2007.
With the huge push behind Miller High Life Extras, one can’t help but remember the enormous (and still ongoing) success of the 1996 launch of PepsiCo’s “Pepsi Points” promotion strategy.
While the Miller Merchandise doesn’t include multimedia prizes like MP3s, the rewards range from High Life screen savers (60 points) to branded fire pits (31,000 points). In between there’s a wardrobe to be earned, like deliveryman shirts and baseball caps. Unlike previous efforts in the beer industry, this promotion is running for a full-year. Maybe even longer.
Miller has done a phenomenal job in utilizing multiple facets of the marketing mix to revitalize an aging brand. The TV spots combined with the new loyalty program are hitting on two important consumer behavior points. Whereas advertising typically provides consumers a reason to buy, sales promotions offer consumers an incentive to buy. And a tangible giveaway, like a Miller High Life-branded fire pit, is a pretty good incentive. Consumers who may not have ever yearned to “live the high life” may want to at least try the brand now. And those who have a fiery brand loyalty to the bargain brew will be compelled to buy more, and buy often.
Miller High Life–aged 105 years and positioned as common sense in a bottle. But will consumers buy into it?
I saw a commercial the other morning that really made me laugh. It’s a Titan Tire commerical, which if you you would like to have a hearty chuckle, you can view here. Just click on the “kimono” link.
It was funny to me because of the recent state America’s relationship to all things foreign. Funnier still was seeing rugged cowboy types accessorizing a lasso with a beret and pairing a pitchfork with a silky kimono.
I thought it expertly and humorously isolated what’s different about American manufactured products.
But it wasn’t particularly funny to an editor at Indiana State University’s student newspaper, The Statesman. Her reaction to the commerical was markedly different than mine. Read her editorial here.
This editorial offended a member of the the Terre Haute community, so much so that he responded with a letter to the editor defending the family that was attacked in the Opinions column and highlighting the lack of journalistic integrity on the part of the editor.
My point is two-fold. Firstly, what’s funny to some people may not be funny to other people; so un-funny that, as in this case, it is received as offensive and malignant. The lesson? Be cautious in your advertising, but don’t be afraid to push the envelope. If you’re too cautious, people may not have a negative reaction to your efforts, but they may not react at all.
Secondly, I came across this information only because I was searching the Internet high and low for a way to share this commerical with you. In the course of my search, I came across the editorial. Then I came across the response to it. Only then did I locate the commerical. The lesson? You can find almost anything on the Internet. Be smart about what you put out there, and about how you handle criticisms about what you put out there.