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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February 1, 2019

Ironman Triathlon

M Dot

An Ironman Triathlon is one of a series of long-distance triathlon races organized by the World Triathlon Corporation (WTC), consisting of a 2.4-mile swim, a 112-mile bicycle ride and a marathon 26.2-mile run (for a total of 140.6 miles), raced in that order and without a break. It is widely considered one of the most difficult one-day sporting events in the world.

Most Ironman events have a limited time of 16 or 17 hours to complete the race, course dependent. The race typically starts at 7:00 a.m.; the mandatory swim cut off for the 2.4-mile swim is 9:20 a.m. (2 hours 20 minutes), the mandatory bike cut off time is 5:30 p.m. (8 hours 10 minutes), and the mandatory marathon cut off is midnight (6 hours 30 minutes). Any participant who manages to complete the triathlon within these time constraints is designated an Ironman.

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January 28, 2019

Twin Films

A Bug's Life

Twin films are films with the same, or very similar, plot produced or released at the same time by two different film studios. The phenomenon can result from two or more production companies investing in similar scripts around the same time, resulting in a race to distribute the films to audiences.

Some attribute twin films to industrial espionage, the movement of staff between studios, or that the same screenplays are sent to several film studios before being accepted. Another possible explanation is if the films deal with topical issues, such as volcanic eruptions, reality television, terrorist attacks or significant anniversaries, resulting in multiple discovery of the concept.

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December 30, 2018

The Negro Motorist Green Book

The Negro Motorist Green Book was an annual guidebook for African-American roadtrippers. It was originated and published by New York City mailman Victor Hugo Green from 1936 to 1966, during the era of Jim Crow laws, when open and often legally prescribed discrimination against non-whites was widespread.

Although pervasive racial discrimination and poverty limited black car ownership, the emerging African-American middle class bought automobiles as soon as they could, but faced a variety of dangers and inconveniences along the road, from refusal of food and lodging to arbitrary arrest. In response, Green wrote his guide to services and places relatively friendly to African-Americans, eventually expanding its coverage from the New York area to much of North America, as well as founding a travel agency.

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November 5, 2018

Dumb Starbucks

Nathan Fielder

Dumb Starbucks is the fifth episode of the second season of the American television docu-reality comedy series ‘Nathan for You,’ and the thirteenth overall episode of the series. Written by series co-creators Nathan Fielder and Michael Koman, as well as Dan Mintz, it first aired on Comedy Central in 2014.

In the series, Fielder plays an off-kilter version of himself, who tries to use his business background and experiences to help struggling companies and people, offering them strategies that no traditional business consultant would dare.

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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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