Technique: Notes
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Tessa Johnson analyzed various marketing methods used by successful brands. She created a comprehensive list of marketing channels including online video/text/photography, print materials, environmental advertising, merchandise, other media, and maintaining a strong brand identity like (RED). The Obama presidential campaign effectively used social media platforms to build a cohesive brand and facilitate self-organization among supporters. Red Bull engages customers through creative contests and scavenger hunts that advertise the brand through non-traditional methods and fuel ongoing customer dialogue.
Technique: Notes
- 1. method three: technique by tessa jonson For this final method of research, I decided to look at various forms of marketing and how different successful brands used them to the fullest. I began by making a long list of all of the different ways to promote a brand so that I have a resource to look back at in the future. online: • video based marketing, using such resources as podcasts, a YouTube channel, a Vimeo channel, and on my own website • text based, such as blogging, writing on my own website, and using network- ing sites or established communities • with photography based, you have Flickr, again on my own website, and by using an established community print: • printed materials include such things as brochures, direct mailing, and leaflets environmental: • Advertising within one’s environment can be very successful, through media like posters, giveaways, booths, and billboards merchandise: • a way to have your customers advertise for you is by offering merchandise such as clothing, posters, buttons, and stickers. other media: • any form of media such as radio and television adverts brand identity: (RED) • A strong brand image can be the difference between success and failure. One example of a great brand identity is (RED), a global campaign aimed at elimi- nating AIDS in Africa. Although they work with many, many different compa- nies, their image always comes across the same way and always includes the color red and the word red, enclosed in two parentheses. • This simple execution ensures that the brand is not only universally recognized, but also easily adapted to a huge variety of media, from iPods to shirts to web- sites. This way, (RED) presents itself with a very unified image. social media: obama presidential campaign • Like (RED), the Obama campaign began with a cohesively designed image. Then, they built up their campaign by making certain they were on every net- work possible. Above is the current list of networks that Obama’s team still keep up to date: Facebook, Twitter, MySpace, LinkedIn, and so on. • These online communities provided a platform for people to find other support- ers and get together to campaign for Obama. This sort of self-organization was truly a first in American history. social media: obama presidential campaign • On 3 November, 2008, the day before the presidential election, Obama had approximately 400% more online supporters than McCain. This easily exempli- fies how important online networking can be, as the campaign concluded as possibly the most successful one in history.
- 2. creative marketing: red bull • This company is very well in tune with their audience and distinctly cater to them. In doing so, they created a Procrastination Station online that pro- vides high-quality interactive games; They hid Energy Shots around the U.S. and gave out clues on how to find them on their Facebook page; Finally, they created a scavenger hunt for signed baseballs around San Francisco and uploaded photos of where they were hidden for fans to go find. creative marketing: red bull • These interesting contests fuel an ongoing dialogue with their customers. • It also gives the customer an incentive to interact with Red Bull. • Finally, it successfully advertises the brand without using any traditional advertising methods.