Happy Freakin’ Monday Ep 34 – How To Generate Marketing Buzz

Generating Buzz is essentially word of mouth marketing but with a loud speaker. When we talk about generating buzz, we’re not only referring to getting people talking about your brand but doing something that is even newsworthy where that word of mouth is amplified by the media.

This approach is obviously appealing because the media and word of mouth exposure is free. That doesn’t mean that generating buzz itself is a cheap form of advertising. It can be quite expensive but here are some ways to appeal to your audience in a way that will get people talking because people love telling stories. So create stories for people to tell by doing one of 4 things (that I will share over 2 episodes). Here's are the first 2 ways to generate Buzz:

If you’re really brave, do something controversial. Not always a great tactic but if calculated well it could work in your favour. One of my favourite stories of a controversial buzz campaign was from a video game company called Acclaim Entertainment. They created a series of games around a character named Turok who was a Dinosaur Hunter. But they launched a campaign in the UK around the a new Turok game and they announced that they would pay any new Parents £10,000 to name their newborn “Turok”.

As you might guess this caused quite a buzz. It was kinda funny, kinda stupid, and only really harmful if anyone took them up on it. As far as I know, noone did. The thing about this story however is that Acclaim pushed the envelope with another campaign and not only found the line of controversial buzz marketing, but they crossed it. They took the same approach with another video game launch and they offered to buy ad space on people’s tombstones. The public had a hay day with this and they were forced to quickly revoke the offer and I’m sure it was a pr nightmare. So bottom line is that I don’t recommend this tactic often.

Something I do recommend is doing something Extraordinary - Something your audience has never seen before.

Ok this one can be difficult and costly. Like one of my favourite examples that fits this category is Red Bull’s Stratos stunt. Remember when that guy jumped out of a weather balloon from the stratosphere, over 36,000 meters above the earth and broke the sound barrier as he fell to the ground? Ya you can’t afford that but what an awesome way to generate buzz. Here is the highlight video from that event, in case you missed it.

Something more budget friendly and realistic might be a flash mob. All you need are a couple of actors/singers/dancers and someone to film it. A flash mob can be a great way to give people an immersive and unforgettable experience that they are sure to talk about. Here is a flash mob campaign from T-Mobile: 

And here is a pretty buzz worthy campaign from ING Netherlands, promoting an art exhibit where a famous painting comes to life: 

Next 2 ways to generate buzz coming next week. See you then!

Please follow and like us:
error

Happy Freakin’ Monday Ep 32 – Marketing to Cannabis Culture

It’s Monday October 15th which means that in just 2 days CannAbis will officially be legal in Canada. Cannabis, marijuana, pot, weed, dope, ganja reefer, whatever you want to call it, has been illegal in this country for over 90 years and this change is going to have a profound impact on our society on so many levels.

Of course, I want to talk about marketing and what this widespread social and economic change means to big brands as well as me and potentially some of my clients.

The fact is that most brands will steer clear of this subject just like alcohol consumption but with this change in legislation will come a change in attitudes and stereotypical demographics.

Speaking of stereotypical demos One notable brand already jumping on board the cannabis train is Hershey’s with their oh Henry 425 bar which is targeted directly at a younger “pot smoking” or “stoner” demographic. Obviously referencing 420 which if you don’t know what that means, here is a link to the urban dictionary definition. But they’re basically saying it’s perfect for 5 min after you get high and have the munchies.

Hershey’s partnered up with a youtube channel “epic meal time”, a Canadian based channel with 7 million subscribers to promote the bar. Now this is not a new strategy there are lots of channels, producing content for big brands but  what’s interesting is the utter lack of subtlety in this video. In the spot they act high and create a 100lb version of the bar to satisfy their munchies. To me, it’s a bit of a bold move to be so blatant about a product created for stoners but it’s kind of an obvious tactic and one we might also see from brands like Doritos or Taco bell.

However, good marketing is about understanding human behaviour and attitudes and what I am really interested in seeing is how decriminalizing marijuana will change attitudes and a lot of those stereotypes. The fact is that it’s not just consumed by a young 18-25 male demographic. It was decriminalized because it is used recreationally,  medicinally by people from all walks of life. So where before we might have used a cliche of busy mom comes home from work and pours herself a glass of wine, we might see a shift to cann ibis products whether it be a joint, oils, or edibles.

It’s like that Nike spot I was talking about a few weeks ago featuring Colin Kaepernick. The brilliance of that ad was the subtle yet impactful message that was a direct reflection of the times we live in and the times they are a changin’. Especially come Wednesday.

See you next week!

Please follow and like us:
error

Happy Freakin’ Monday Ep 28 – The RnR of Advertising

No unfortunately this episode is not about Rest and Relaxation as much as I would love it to be. Instead we are talking about Repetition and Recognition. Two very important words that I want you to remember and I will ensure that you do remember  through use of Repetition and Recognition... see it’s already working.

If there is one takeaway from my entire series I hope it’s this and here’s why. When I was in Highschool I had an art teacher who changed my life. I was really into drawing and he challenged me and taught me a lot but probably the most important lesson I learned and always remember was just 4 words. He would say “Black, White, and Grey”. He would say it constantly to remind us that good drawings should have variety of black white and shades of grey. Not just black and white as most kids tend to draw.

He would also reinforce that by showing us drawings that used a full range of black white and grey. It was through repetition and recognition that I never forgot his words and was able to produce some pretty amazing drawings. Just check out this portrait of my parents I drew in my 20s.

So how does this apply to your advertising? Well have you ever ran a single ad, that didn’t send any leads so you stopped? I’m sure many of you have because it can seem risky to put money into something that may not provide a return, so you pull the plug. The fact is however, if you only ever run one ad, chances are it won’t provide a return anyway because there was no repetition and recognition. This is key to being in the right place at the right time.

Talking about being in the right place at the right time, just this past weekend I was contacted by a potential new client who knows about BFresh.Media because of watching Happy Freakin Monday. So right there, a weekly video series is the repetition. Getting in front of my audience and staying top of mind. However, she admitted that she contacted me after seeing my branded car drive past her on the street. There’s the recognition in the right place at the right time. Sometimes it’s luck, but this client I don’t think believes in coincidence.

That’s why social media can be very effective because if you put in the effort, it can be a lot more cost effective to get that repetition going. For more on recognition, I have a past episode on Brand Consistency that can really help with that.

But that’s it for me. For more repetition and brand recognition, tune in next week.

See you next week!

Please follow and like us:
error

Happy Freakin’ Monday Ep 26 – Start Planning Your Holiday Campaign

I know! It seems way too early to be talking about the Holidays... unless you're in marketing. As much as I hate to say it, the Holiday season is right around the corner. However, that means that it's not too late to start planning your campaign. The holiday season is obviously a good time for many businesses, especially in retail but many don’t consider how much time it takes to plan a great holiday campaign.

This week  I want to share a very important public service announcement to not put it off but start planning. Right now, today, before it's too late.

Basically if you think of putting together a campaign for the holidays in late November, there's no helping you. Now is the perfect time to start planning to get ahead. I’ve even put together some (made up) stats to help prove my point.

Let’s talk about Starbucks for a moment. Here is a brand that is very good at embracing the holidays. Not in a way that is in-your-face, or over the top but they really mix in just the right amount of holiday cheer into their customer experience. It’s funny how something so simple as a cup design  can make such a huge impact on consumers but it really does. It gets noticed and even talked about on the news (for some reason).

But do you think Starbucks decided in late november “oh hey, we should do something for the holidays”?. NO, of course not. It must take months to design, print and distribute those cups to all of their locations.

So whether it’s something simple and subtle like changing a cup design or rolling out a mass media video campaign, do yourself a favour and start now and plan for success. You will thank me come January.

See you next week!

Please follow and like us:
error