Coca Cola cups were displayed prominently in front of judges Randy, Paula and Simon during the last season of American Idol. It’s consumer product placement, of course, and it’s growing.
Some recent stats by Nielsen show the growth. And it’s not tiny. Product placements grew 6% during the first quarter of 2008 alone. And product placement of the Top 10-featured brands on primetime network TV have grown by 52% so far this year when compared to last year.
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So, you want to sponsor a NASCAR racing team? “Think big and start small,” says Bob Parsons, CEO and Founder, Go Daddy Group, Inc.
Parsons sponsors winners. He started in late 2006 as an associate sponsor of Danica Patrick, who recently made history by becoming the first woman to win an IndyCar race. Go Daddy later sponsored the Indianapolis 500 itself.
Now Parsons has moved into NASCAR by sponsoring another proven winner, Dale Earnhardt Jr. Earnhardt will drive a Go Daddy car in six nationally-televised races. That equals lots of TV time for Go Daddy.
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Marketers often face skepticism within their companies when they embark on a new brand launch or corporate rebranding effort. Non-marketing types, particularly engineers, tend to think of branding as one of those fuzzy, feel-good exercises that don’t really have an impact on their jobs.
So, I was intrigued by a unique approach to this problem adopted by the marketing team at NetApp, which recently unveiled a new brand identity. (You can read more about this project in our Sherpa Case Study,(here).
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The first time I’d ever heard about social shopping sites like StyleHive.com, ThisNext.com, and CribCandy.com was when working on a special report for MarketingSherpa.
A source mentioned these sites as an inexpensive way for B-to-C marketers to get their brand name out there as marketing budgets are slashed. It made me question whether these sites are successfully generating leads for marketers in tough times.
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A few weeks back, MarketingSherpa founder Anne Holland recounted her frustrations with Web contact forms, speculating that the communication channel is where customer inquiries go to die. New data shows that the situation is as bad as she suspected.
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Should the US slip into a dreaded recession, 67% of US consumers said they’d be more likely to use coupons, according to an ICOM survey. If you’re looking to hold customers through the storm, maybe a coupon strategy can help.
If your eyes just rolled, you might be surprised to hear how coupons are changing. Cell phones are taking them out of the Sunday paper. Consumers are receiving and redeeming coupons straight from their phones.
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Behavioral targeting for online content has been around for a while, but your customers might have just learned about it. And they might not be comfortable with the idea.
Almost 6 in 10 respondents (59%) to a Harris Interactive survey said they weren’t comfortable with ads or content targeted to their online activity. Can you blame them? I was creeped out the first time I saw Gmail ads matching my emails.
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