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Creating a new category to be first in is one of the most powerful rules of marketing. If you can pull it off, often, you win.
When you think of the categories of marketing products or tools that national brands invest in, you come up with TV, Print, Online, Promotion, Radio, Out of Home, etc. But over the past few years a new category, Out-of-Home Video has been created. Creating a category or sub-category you can be first in, being relevant and differentiating your product against its competitors are three keys to the successful launch of any new category.
Suzanne Alecia, president of the Out-of-Home Video Advertising Bureau, shares how she was able to accomplish this and define a category in the process.
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Nine out of 10 marketers rate themselves “below average” with respect to their utilization of social media. How should a marketer be utilizing these tools? That was the question posed to a man who has been involved in cutting edge technology ever since his start at Apple.
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Of the $450 Billion that big brands spend on marketing each year, about 1/3 of it is spent on Media, TV, Print, Online, Out of Home, etc, etc. So how do they decide ‘how much goes where?’ If you have any interest in having a brand direct some of those dollars to you, you must understand how they think.
And since this practice began in Europe, who better to learn from than one of the UK’s top communications planners and founding partner of IDCOMMS, Tom Denford.
I had a meeting last week with a marketer who is in charge of a Billion dollar brand. She shared with me an interesting finding from a market research study she conducted in June. In sum – there are a lot of consumers who like talking about brands, and believe that they can market them better than the marketers! So we figured we would test that theory. She was right!
If brands can find a way to get a scalable enough number of consumers engaged in thinking about how they would market their product differently – and leverage social media to spread those conversations – that is a brand revolution. And it wont be televised – but probably will be on Twitter.
