Smart Differentiation Powers Wholesale Fish Purveyor

You wouldn’t expect to hear “differentiation” and “wholesale fish” in the same sentence.

Until now.

Credit: Red's Best.

Credit: Red’s Best.

Boston entrepreneur Jared Auerbach created a company that brands wholesale fish under the Red’s Best name. He’s combined brand management, technology, a keen understanding of end users and storytelling to craft his go-to-market business strategy: Continue reading

Has Crowdsourcing Gone Too Far?

Have marketers thrown in the towel on making decisions?

Specifically, I’m wondering:

Where is the line between using informed judgment to make solid, on-strategy decisions, and just opening the proverbial office door to say “Hey customer, you decide.”

Credit: Binghamton Mets.

Credit: Binghamton Mets.

The prompt for my contemplation is a re-naming contest initiated by a minor league baseball team in upstate New York.

It’s part of a business and brand overhaul initiated by new owner John Hughes, who purchased the Double-A Binghamton Mets (affiliated with the New York Mets) in December 2015. The team had been owned by a local group for 24 years. Continue reading

Topps Hits Marketing Home Run with New 24-Hour Baseball Cards

This is how to keep a 65-year-old brand fresh and relevant!

Topps, which offered its first baseball cards in 1951, has launched a new card series catering to today’s always on, Internet-connected fans.

TOPPS NOW is a limited edition, 24-hour-only series of baseball cards that’s been available since opening day 2016. New cards are offered for sale based on actual, daily performance.

Credit: Topps.

Credit: Topps.

According to the company:

“The physical cards will be available the very next day to purchase through, but for just 24 hours, and will not be available for purchase again.”

“Magical moments will be captured on baseball cards the very next day, giving fans everywhere a chance to own a piece of history almost immediately,” added Clay Luraschi, Topps’ Vice President of Product Development.

This new baseball card product range is a terrific marketing idea. Continue reading

Take Poll on New March Madness Basketball Courts

Notice anything different with the basketball hardwood this March Madness?

The NCAA has implemented a complete “packaging” change for this year’s men’s basketball tournament.

2016 NCAA men's basketball tournament. Dunkin Donuts Center, Providence, RI. Credit: Connor Sports.

2016 NCAA men’s basketball tournament. Dunkin’ Donuts Center, Providence, RI. Credit: Connor Sports.

The most important new design feature is highlighting the “March Madness” brand with a giant center court logo. It replaces the blue, circular NCAA logo. That’s a smart brand management marketing move. Continue reading

Basketball-Playing Cop Demonstrates Power of Touchpoint Marketing

Everything can be marketing and everyone can be a marketer.

Officer Bobby White and neighborhood basketball players. Credit: Gainesville, FL police department.

Officer Bobby White and neighborhood basketball players. Credit: Gainesville Police Department.

Consider the unlikely example of Officer Bobby White from the Gainesville, FL police department. The policeman responded to a complaint of kids playing basketball too loudly on a residential street. Maybe the neighbor who called police should have been investigated, but I digress.

What does this police story have to do with marketing?

Everything. As you’ll see in the video below, Officer White produced more in a few minutes than any multi-million dollar community relations campaign the town of Gainesville could have commissioned. Continue reading