In today’s class we looked at various case studies. We discussed the way in which a story was told to link with a client’s needs. For example, we went over an example where an egg farm worked with the CNIB to promote the importance of eye health and in turn increased sales of Omega 3 eggs. We also discussed an example of how home fraud was used to promote the importance of title insurance. Both cases used effective techniques to engage people and persuade them into using a product.
Prior to today’s class, I never would have thought to use these tactics in a campaign. However, after having analyzed these cases, I see how effective creating a story can be to promote a product. In the examples above, a need was first built and then a solution was provided. Conversation was sparked amongst consumers, thereby increasing product knowledge and sales.
On the opposite side of the spectrum, we also talked about a case where marketing public relations was used poorly. Snapple decided to freeze their juice and create the world’s largest frozen popsicle, however, it melted and flooded Time Square. I completely agree with David Doze’s advice: while it is important to be creative, it is critical not to be stupid.
Sunday, May 20, 2007
My First Blog
The purpose of this blog is to provide a response to the material covered in class. Before I dive into my entry for today, I would like to point out that this is the first blog I’ve ever written. Therefore, this blog process is a new learning experience for me. Here I go!
Subscribe to:
Posts (Atom)