Continue Marketing After the Sale with Packaging Messages. Even B2B!

The marketing job doesn’t end when the sale is made and the product is purchased or shipped.

Many factors contributing to company image and brand perception continue to be in play after the product leaves your premises. Top of the list is likely product performance. There’s something else though, perhaps underappreciated and deserving of more attention, that contributes to the overall customer experience.

The packaging that comes with your product — whether it’s the retail shopping bag, the shipping box, the actual product contents structure or even the B2B product container — can be a strong influencing factor in how you feel about what you just bought.

Credit: Harvey Chimoff.

Case in point is clothing and sports performance marketer Under Armour. Buy something in one of their factory stores and you’ll take your items home in a bag that boldly declares: Everything here was engineered to make you better. Continue reading

8 Brand Management Success Factors Drive Hess Toy Truck

Credit: Hess Toy Truck social media.

Both of these marketing statements are true:

  • The Hess Toy Truck brand is thriving.
  • The Hess consumer-retail brand is dead.

No, this isn’t a strange SAT logic test. It’s an example of how a strong sub-brand can flourish even though the parent brand is essentially defunct.

Keep reading for the explanation, and the eight, winning brand management success factors. Continue reading

This Is Marketing: We Are in the Holy S*** Business

A new corporate brand campaign for MGM Resorts International has a hidden benefit.

It helps translate and demonstrate what some business leaders consider “mumbo jumbo.” That would be marketing cornerstones such as branding, positioning and customer experience.

These critical building blocks, and others, are like oxygen to marketers and business leaders who believe in the power of smart, disciplined marketing to help build and grow profitable businesses, and keep them relevant.

But, not everyone is a believer, and not all practitioners have instilled confidence.

Credit: MGM Resorts International.

So, particularly for the marketing skeptics, this new MGM marketing is instructive. It’s strong, bold marketing that grabs attention. And seemingly has a chance to be effective.* Continue reading

All Aboard. Back-to-School Marketing Refresher from 1929 Blue Comet Train.

It’s back-to-school season. Even though we’re not heading off to class, those of us done with our formal education understand that learning and subject-matter refreshers never stop.

Sometimes that happens in unexpected places. That was the case for me this summer, while taking my visiting, young nephews to a local museum. For the price of admission, I got fun time with my buddies and:

◉ A marketing communications refresher about the importance of painting an image and creating anticipated, sought-after experiences in the mind of the target customer. Continue reading

Don’t Retreat Marketers. Ben Franklin to the Rescue.

What the heck is going on in the business world?

Judging by all the negative stories, one would think that a plague of incompetence has afflicted commercial teams across the country.

However, beyond the obvious blunders (e.g., United and airport security personnel), some of the backlash is a bit perplexing.

Are corporations and their marketing teams failing at higher rates or is something else going on?

I suggest the latter. That’s partly because social media has, for better and for worse, totally disrupted the way so many now get and process their information.

Continue reading