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Thread: Elements of a marketing strategy

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    Site Caretaker Dave A's Avatar
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    Elements of a marketing strategy

    Marketing is more than just advertising. It can touch virtually every aspect of business.

    Given the current discussion on powerful, affordable advertising here I thought it might be an idea to generate a list of elements to think about in your marketing strategy.

    I'll kick off with some obvious one:
    Packaging
    Labels
    Print media adverts

    What else are elements of an effective marketing strategy?

    Thinking caps on - I'm hoping some really out-of-mainstream ideas might pop out.
    The trouble with opportunity is it normally comes dressed up as work.

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    to quote myself -
    Quote Originally Posted by Ryan Sletcher View Post
    Honda was one of the first companies to use social marketing. Car companies try to capture the youth because they believe the first car you own will very likely establish you as a brand loyal customer for at least a couple more purchases in your life. So the aim for all car manufactures is for their entry level cars to be desired by the youth. In the US Honda's entry level car the Honda CRV wasn't popular at all. So, after a lot of research, they changed the name of the car from CRV to Crave and created a microsite to host a competition that challenged people to submit a picture of their 'favorite crave' along with a few lines about why they craved it. The top half of the page was filled with thumbnails of the entries. viewers could mouse over the image and vote on how good the entry was. Now the cool thing was people that submitted an entry told their friends and family to go to the site and vote for their entry. When they did they were inspired to upload their own entry and tell everyone they know to go and vote for it. They wrote about it in their blogs and on their myspace page, they put links to the site and tagged in on digg and del.icio.us and the site got top ranking with goggle. The traditional media found is very interesting and wrote stories about the site (not adverts). it was even talked about on TV. The micro site cost Honda a few thousand $ but brought millions in free publicity. Over a very short period the CRV went from nowhere to one of the top 10 selling cars in the us.

    Thats the power of web 2.0. 'Marketing 2.0' is basically a way to tap into the the best form of advertising. Word of mouth.
    Norri, do you still want more examples?

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    Silver Member Norri's Avatar
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    Of course, Ryan!

    And for those with GMarketing.com accounts...
    http://www.gmarketing.com/articles/r...g_Weapons.html
    Norio De Sousa - Done4U.co.za (Web Design & Copywriting)
    Maxiware CC Reg no. 2000/048244/23 (Maxiware CC)

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    Site Caretaker Dave A's Avatar
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    I love external links to members only content on other sites
    Are they free to join (hopefully quicker to ask than search)

    Here are a couple more:
    Logo
    vehicle signage
    staff uniforms/dress code
    sex tape for "unauthorised release"
    Last edited by Dave A; 31-Jul-08 at 07:27 AM.
    The trouble with opportunity is it normally comes dressed up as work.

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    Similar to the Honda story, Jeep was looking to create some awareness for its entry level vehicle. The Jeep Patriot. Most people who buy SUVs imagine themselves hurtling across open terrain even though in reality they would never leave the tarmac. The young mail target group for the Jeep Patriot were those who led a particularly vivid fantasy life, had a tendency to geekiness and adored comic books and graphic novels.

    Jeep Ran an online competition that would get these young guys immersed in the brand for a long period of time. A partnership was formed with marvel comics and the first four pages of a comic were created and published on a competition microsite. To win the competition, you had to write a story that completed the comic, and it had to star four friends in their jeep patriot. Visitors could read the entries and vote for them. The Prize? 15 seconds of fame!! The twelve winning stories would all go in to production at marvel, and the be published with the writer credited on the title.

    The great thing about this competition is that participants that wanted to win spent hours studying the cars technical specs and features so they could accurately represent it in their story. They put links on their blogs and on social networks and much like the CRV campaign, immediate brand awareness, millions in free publicity, great search engine rankings and once a month for a year a comic book was published about the Jeep Patriot.

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    Silver Member Norri's Avatar
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    Quote Originally Posted by Dave A View Post
    I love external links to members only content on other sites
    Are they free to join (hopefully quicker to ask than search)
    Yep, I'm pretty sure it's free to join. The newsletter is also awesome. Tell me you know who Jay Conrad Levinson is, please. If you don't, I'm afraid we can't be friends anymore :P
    Norio De Sousa - Done4U.co.za (Web Design & Copywriting)
    Maxiware CC Reg no. 2000/048244/23 (Maxiware CC)

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    Site Caretaker Dave A's Avatar
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    Guerrilla marketing guru - Heard of him and it, but I've never gone hunting it down. I guess now's the time to change that.

    It looks like you get a 1 month free trial. I'll take a closer look once I'm past all my month-end routine.
    The trouble with opportunity is it normally comes dressed up as work.

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    Email problem Alta Murray's Avatar
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    I liked the sex tape idea, that alone will ensure hits really tut-tut

    I believe in image and exclusivity. on the latter excellent case study in property and selling puppies.

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    Site Caretaker Dave A's Avatar
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    Quote Originally Posted by Alta Murray View Post
    I liked the sex tape idea, that alone will ensure hits really tut-tut
    Just trying to shake out some imaginative thought on this. So far I reckon we've barely scratched the surface.
    The trouble with opportunity is it normally comes dressed up as work.

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    Pest Control.
    Have replica's of a cockroach made in chocolate - with a fun "pun of pests" advert, hand them out at your local supermarket! You will be remembered!

    Hey! Sex tapes! - (I am a prude!) - I hope the sex depicts "pests"!

    What about being "hot-wired" in the electrical field!

    Hygiene - could also have a lot of fun with this one!

    Viral - basically means being remembered and promoting conversation!

    Yvonne

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