I just looked up MARKETING on Wikipedia. I have a headache. Here’s what Wiki says;
Marketing is the process of exploring, creating, and delivering value to meet the needs of a target market in terms of goods and services; potentially including selection of a target audience; selection of certain attributes or themes to emphasize in advertising; operation of advertising campaigns; attendance at trade shows and public events; design of products and packaging attractive to buyers; defining the terms of sale, such as price, discounts, warranty, and return policy; product placement in media or with people believed to influence the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and attempts to create awareness of, loyalty to, and positive feelings about a brand.
That’s one sentence. It has one period, which comes after the late and singular appearance of the word “brand.”
Maybe we need something simpler and more memorable. How about this: Marketing is an ARC: The business of Acquiring, Retaining, and CultivatingCUSTOMERS.
Acquire: Attract customers you don’t already have.
Retain: Keep the customers you have, work to keep them satisfied.
Cultivate: Grow spending and engagement from the customers you have.
The Rosser Reeves Star Ruby was donated to the Smithsonian by Mr. and Mrs. Rosser Reeves in 1965. Rosser Reeves was an American advertising executive and pioneer of television advertising. His ads were focused around what he coined the unique selling proposition (USP), the one reason the product needed to be bought or was better than its competitors. These often took the form of slogans such as M&M’s “melts in your mouth, not in your hand.”
Don Draper, the main character in Mad Men, is based on Rosser Reeves. It was Reeves who created the “It’s Toasted” slogan for Lucky Strike cigarettes. In “Mad Men,” Don Draper saves the Lucky Strike account with his last-minute “It’s Toasted” pitch.
Now, here is where it gets local. Rosser Reeves son, Rosser Scott Reeves, Jr., was our neighbor right here in Little Rock. Not only was Reeves Jr’s dad the real-life Don Draper, but his uncle was the even-more-famous David Ogilvy. Talk about a marketing pedigree!
And that’s how I’m three degrees of separation from Don Draper.
Maybe you’ve heard the story. Maybe you’ve seen the photos. In case you haven’t, here’s the recap:
Forty-two years ago today, early in the morning of December 21, 1970, Elvis Presley showed up, unannounced, at the gates of the White House to deliver a letter he had written to President Richard Nixon.
Elvis wanted to meet with the President and he wanted the title and badge of Federal Agent for the Bureau of Narcotics and Dangerous Drugs. Elvis got everything he asked for. By lunchtime. That day.
How did Elvis do it?
THE BRAND: By 1970, sixteen years into his show biz career, Elvis Presley had evolved into Elvis. The bejeweled, cape-wearing, “See See Rider” singing, Vegas-playing Elvis. Elvis was a brand that everybody recognized and many respected. When Elvis showed up at the door — even the…
If you don’t live in Arkansas (and there’s a good chance you don’t) you’re missing the fun of Arkansas advertising. Today in my fair city of Little Rock I was listening to a local radio station and the spokesman for a Chevrolet dealership pitched the Impala as “the car for the man who’s not trying to impress anybody.”
I doubt that’s what the folks in Detroit had in mind for copy, but you have to admit it’s unique. Not unique in the way Rosser Reeves intended for a USP. I’d bet nobody else positions it the way we do in Arkansas. The 2014 Impala. Shown here in Razorback Red.
The 2014 Chevy Impala. It’s nothing special, and that’s what’s special about it.
Its name is simple, its logo features a capital A, but too many people call it “Sports Academy.” WRONG!! It’s Academy Sports. OK, officially Academy Sports + Outdoors (with a plus sign). Maybe people confuse it with Sports Authority, a smaller competitor with little to no retail presence in my neck of the nation. Drives me nuts. It’s a good store with good stuff. Get it right.
Have a nice day, and enjoy the 4th of July weekend, States United of America.
A clever Canadian company, Bin There Dump That, knows how to differentiate even a most mundane and unglamorous thing. Not only have they chosen a unique, funny and memorable name, they promise a higher level of customer service and a “residential friendly dumpster.” http://www.bintheredumpthat.com/
I feel like the kid who just found out about Santa Claus, or, in keeping with the season, the Easter Bunny. My illusion has just been shattered.
Ozarka® water is not made in Arkansas.
I just assumed it was. But what do I know, I live in Arkansas. Nonetheless, I was just being logical, or intuitive, at least. “OZARKA” sounds like it’s from around here, our “Natural State” of hot springs and rolling hills and trout fishing. And the Ozark Mountains.
Ozarka’s packaging boasts it’s made in Texas. Texas? Texas water? Is that supposed to be good? I grew up in Houston. I think the tap water in Little Rock tastes better. And there’s no such place as Hot Springs National Park, Texas.
Pull back the curtain, Toto. Egad, the Wizard of Ozarka is just one of many brands pumped out by Nestlé Waters North America. Thus we have an Arkansas-sounding label coming from the Texas operations of a North American company based in Switzerland. Yodelayheehoo.
Oh well, it’s just water, the commodity that’s increasingly never common. Last time I checked, a liter of Evian was selling for $1.99 at the local Kroger. A liter of Kroger’s store-brand water was 69 cents. That’s a 188% premium for Evian. Some people take this brand thing way too seriously. And the marketers smile.
Their website says, “We’ve been in your home for over 60 years. It’s about time we got our own place. Discover a fresh approach to dry cleaning…We combine GreenEarth® technology with amazing stain removal, color maintenance, and a clean so fresh you can smell it. All to bring your clothes back to life with an experience you’ll love from your very first visit.”
A bold move in brand extension. It will be interesting to see how this goes. Will consumers, awash in a mix of mostly local and regional dry-cleaning brands, move to something so popular yet so foreign? Will Tide lead the pack?
Maybe it was just a bad run of their label-making press. Maybe it’s my inability to discern fifty shades of pink. Maybe I just don’t grasp the concept of subtlety in packaging.
I’m having a hard time reading the label on this bottle of Aquafina Flavor Splash Sparkling Berry Loco Four Berry Blend Flavor, a product of Pepsico under its popular Aquafina bottled water brand.
I like the beverage, but I can’t read the label easily. It doesn’t jump off the shelf at me.
In British slang, the word “bottle” means “courage” or “mettle,” as in “He’s a skilled footballer, but he lacks bottle.” Pepsi had the bottle to design a pink-on-pink bottle, but I don’t think it scored a goal.