Big Marketing Ideas Blog


Wednesday, December 16, 2009

Gift Card Trumps Coupon

Gift CardThe trouble with a majority of promotional coupon campaigns (especially during the holidays) is that their intrinsic value is often much higher than their perceived value. That is to say, they cost more than they are valued by the recipient.

Here's a big idea. Offer a coupon card whose value has a minimum (say, $15) and a maximum (say, $500). The actual value of the card can only be determined at checkout. Then, send the cards to your loyal customer base, ideally multiple times.

Imagine, if you will, the excitement of purchasing something knowing it's $15-off but hoping it's up to $500-off. That beats a static coupon any day!

Thursday, December 3, 2009

There's someone in my tea!

There's Someone in My TeaThese are made by German design company Donkey Products. They come in three sets, each with five tea bags: RoyalTea (shown), DemocraTea, and StripTea. We're not sure what each of the flavors are. I shudder to think actually.

From a marketing perspective, you can't help but appreciate the humor-meets-function aspect. There's something to be said for novelty value, especially in marketing and product design.

Way to 'Resist the Monkey' Donkey Products!

Tuesday, December 1, 2009

Scorched Earth Branding

Crocs Brand BurstHot Brands tend to end up in one of two places. Some burn too bright and fade quickly. These are remembered as fads. Some others burn hot and simmer steadily for decades. These Brands become iconic.

So, what's the trick to steering your Brand toward iconic? The good news is, you have more control than you think. That's also the bad news.

Take Crocs™, for example. This ugly-but-functional shoe manufacturer pioneered a proprietary light-but-tough foam shoe and, initially, marketed it to sporty customers unimpressed with style-over-function.

Crocs' sales soared in the early years until their own Brand bubble burst just a few years later. Where did Crocs go wrong?

No Supply Limitation
Remember Economics 101? If you saturate the market with your product, demand and/or price will plummet. While they racked up some amazing short-term sales, the strategy turned out to be "scorched earth" in the long term.

Line Extension Indulgence
Rather than sticking to the line of products that built their brand, Crocs extended their line to include products that—gasp!—looked good. This strategy ended up turning their Brand from a quirky-functional shoe company to a company that makes mediocre shoes for the masses.

Loss of the Core
A Brand's core customer should be held on to with a death-grip. Once you began marketing to the masses, all bets are off. Unfortunately, when you try to appeal to everyone, you end up appealing to no one.
What's the learn? If your brand is burning brightly, consider yourself lucky. Now it's time to utilize strategies to make it an icon. The scorched-earth strategy your investors are craving will leave your brand a fad wearing Crocs.

Learn more about How Crocs Crashed on Ries' Pieces branding blog.


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