Search Results for “Marketing”

May 9, 2016

Guerrilla Marketing

mooninite

taco liberty bell

Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grabbing the attention of the public in more personal and memorable level. Some large companies use unconventional advertising techniques, proclaiming to be guerrilla marketing but those companies will have larger budget and the brand is already visible. The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum exposure.

The term and concept were first described by Jay Conrad Levinson in his 1984 book ‘Guerrilla Marketing.’ Traditional advertising media channels such as print, radio, television, and direct mail are falling out of fashion, forcing marketers and advertisers to look for new strategies to get their commercial messages to the consumer. Guerrilla marketing tries to create surprising and memorable experiences for potential consumer, to increases the likelihood that will tell their friends about it and via word of mouth.

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February 19, 2016

Inbound Marketing

hubspot

content is king

Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, electronic newsletters, whitepapers, SEO (search engine optimization), physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the purchase funnel. In contrast, buying attention (marketing stunts), cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing, and traditional advertising are considered ‘outbound marketing.’

Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. Many companies are now realizing that their technical documentation, often considered a ‘necessary evil,’ is authoritative, trustworthy content that can be their most effective inbound marketing channel, generating more than half of overall site traffic and over half of lead generation.

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February 17, 2016

History of Marketing

Customer Purchase Funnel

darcy

The study of the history of marketing as an academic field emerged only recently with the publication of ‘The History of Marketing Thought’ by Robert Bartels in 1976. Broadly defined marketing is any activity that connects producers with consumers, which was previously considered a subtopic of economics. Wroe Alderson’s book, ‘Marketing Behavior and Executive Action’ (1957) is also considered a break-point in the history of marketing thought. After Alderson, marketing began to incorporate other fields of knowledge besides economics, notably behavioral science, developing into a multidisciplinary field.

Marketing historian Jagdish Shethhave identified three schools of marketing: Managerial (systematized marketing emerged during the late 1950s and became arguably the predominant and most influential school of thought in the field), Consumer/Buyer Behavior (the use of behavioral science to market goods and services was popularized in the second half of the twentieth century), and Social Exchange (recently, ‘exchange’ has been forwarded as the fundamental concept of marketing).

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November 17, 2010

Multi-Level Marketing

mlm

Multi-level marketing (MLM) is a marketing strategy in which the sales force is compensated not only for sales they personally generate, but also for the sales of others they recruit, creating a downline of distributors and a hierarchy of multiple levels of compensation. Other terms for MLM include network marketing, direct selling, and referral marketing. Although the products and company are supposed to be marketed directly to consumers and potential business partners by means of relationship referrals and word of mouth marketing, critics have charged that most MLMs are pyramid schemes.

MLM companies have been a frequent subject of criticism as well as the target of lawsuits. Criticism has focused on their similarity to illegal pyramid schemes, price-fixing of products, high initial start-up costs, emphasis on recruitment of lower-tiered salespeople over actual sales, encouraging if not requiring salespeople to purchase and use the company’s products, potential exploitation of personal relationships which are used as new sales and recruiting targets, complex and sometimes exaggerated compensation schemes, and cult-like techniques which some groups use to enhance their members’ enthusiasm and devotion. Not all MLM companies operate the same way, and MLM groups have persistently denied that their techniques are anything but legitimate business practices.

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May 22, 2018

Mezcal

Mezcal (lit. ‘oven-cooked agave’) is a distilled alcoholic beverage made from any type of agave plant native to Mexico. Agave, which is often misidentified as a variety of cactus, grows in many parts of Mexico, though most mezcal is made in Oaxaca, a southern state. A Oaxacan expression regarding the drink is: ‘Para todo mal, mezcal, y para todo bien, también.’ (‘For everything bad, mezcal, and for everything good as well.’)

It is unclear whether distilled drinks were produced in Mexico before the Spanish Conquest. The Spaniards were introduced to native fermented drinks such as pulque, a milky-looking, alcoholic beverage made from the fermented sap of the maguey plant (also known as agave americana). Soon, the conquistadors began experimenting with the agave plant to find a way to make a distillable fermented mash. The result was mezcal.

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May 31, 2017

Pop-up Retail

kith

Pop-up retail, also known as pop-up stores or shops or flash retailing, is a trend of opening short-term sales spaces that started in Los Angeles and are now found all over the United States, Canada, China, Japan, Mexico, France, Germany, the United Kingdom, and Australia.

Temporary retail establishments date at least to the Vienna December market in 1298 and the European Christmas markets that followed. Seasonal farmer’s markets, holiday fireworks stands, Halloween costume shops, and consumer expos are other examples of temporary retailing.

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May 24, 2017

Product Naming

rose by any other name

Product naming is the discipline of deciding what a product will be called, and is very similar in concept and approach to the process of deciding on a name for a company or organization. Product naming is considered a critical part of the branding process, which includes all of the marketing activities that affect the brand image, such as positioning (the place that a brand occupies in the mind of the customer) and the design of logos, packaging, and the product itself.

The process involved in product naming can take months or years to complete. Some key steps include specifying the objectives of the branding, developing the product name itself, evaluating names through target market testing and focus groups, choosing a final product name, and finally identifying it as a trademark for protection.

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March 21, 2017

Manosphere

MGTOW

Red Pill

The manosphere (or androsphere) is an informal network of blogs, forums, and websites where commentators focus on issues relating to men and masculinity, as a male counterpart to feminism or in opposition to it. Some of these forums have been described in the media and by the Southern Poverty Law Center (SPLC) of the United States as promoting a misogynistic worldview.

The content of manosphere articles varies widely. Common topics include the men’s rights, fathers’ rights, and Men Going Their Own Way (MGTOW, a movement cautioning men against romantic relationships with women) causes; male victims of abuse; antifeminism; self-improvement; and pick-up artistry (PUA, a collective of men discussing seduction and sexual success with/access to women).

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February 16, 2017

David Ogilvy

david ogilvy by lars leetaru

David Ogilvy (1911 – 1999) was an advertising tycoon, founder of Ogilvy & Mather, and known as the father of advertising. Trained at the Gallup research organisation, he attributed the success of his campaigns to meticulous research into consumer habits.

His best-selling book ‘Confessions of an Advertising Man’ is one of the most popular and famous books on advertising, and there is a strong suspicion that Ogilvy is the inspiration for the suave creative director ‘Don Draper’ in the TV series ‘Mad Men.’

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November 28, 2016

Subscription Boxes

mr burns

A subscription box is a recurring, physical delivery of niche-oriented products packaged as an experience and designed to offer additional value on top of the actual retail products contained in a box. Subscription boxes are a marketing strategy and a method of product distribution. Subscription boxes are used by subscription based ecommerce businesses, referred to as ‘subcom’ for short.

Subscription commerce falls into two categories: discovery commerce and convenience commerce. Both categories are meant to foster brand loyalty and increase sales, but discovery commerce is for customers who are looking to try something new, while convenience commerce caters to customers who want a specific product regularly and enjoy having them delivered.

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September 27, 2016

Logo

manet bass

A logo is a graphic mark, emblem, or symbol commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the organization (a ‘logotype’ or ‘wordmark’).

In the days of hot metal typesetting, a logotype was one word cast as a single piece of type, e.g. ‘The’ (as opposed to a ‘ligature,’ which is two or more letters joined, but not forming a word). By extension, the term was also used for a uniquely set and arranged typeface or colophon (a brief description of the manuscript or book to which it is attached). At the level of mass communication and in common usage, a company’s logo is today often synonymous with its trademark or brand.

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September 6, 2016

Generation Jones

peace-symbol

strauss-howe

Generation Jones is a term coined by the author Jonathan Pontell to describe those born from approximately 1954 to 1965. This group is essentially the latter half of the ‘Baby Boomers’ to the first years of Generation X. The name has several connotations, including a large anonymous generation, a ‘keeping up with the Joneses’ competitiveness, and the slang word ‘jones’ or ‘jonesing,’ meaning a yearning or craving.

It is said that Jonesers were given huge expectations as children in the 1960s, and then confronted with a different reality as they came of age during a long period of mass unemployment. When de-industrialization arrived full force in the mid to late 1970s and 1980s, they were left with a certain unrequited ‘jonesing’ quality for the more prosperous days in the past.

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