For the Gatorade marketing team, the old adage “never let them see you sweat” does not apply.
Quite the opposite.
The Gatorade brand is all about sweat and countering its effects on the body. For the past three years, Gatorade has activated marketing around the “sweat it to get it” idea.
Now, Gatorade’s team in India has evolved the idea with a high-tech vending machine that dispenses free bottles of Gatorade to workout warriors. It’s technology powered marketing that delivers positioning and product benefits in a fun, content-friendly activity that’s well-suited for social media and mobile Internet sharing. Continue reading
Food ingredient suppliers are gathering this week in Las Vegas for the annual SupplySide West trade show.
And food and beverage marketing teams will be paying attention.
Credit: SupplySide West.
That’s because, in recent years, marketers have realized they can win with food ingredients – if they do it right. Keys include science-based credibility, great taste and mainstream-type products. It’s not easy, but there are wonderful opportunities. Consumers care about what they put in their bodies, more so than ever. They are proactive about what they want to eat and don’t want to eat.
As someone who has worked on the both the ingredient marketing and consumer brand management side of the desk, it’s been interesting to monitor how suppliers and marketers are increasingly coming together. Continue reading
Everything can be marketing and everyone can be a marketer.
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
I just couldn’t get 100% comfortable with the gunshot-type-sound every time my partner hit the ball during a round of golf this summer.
If you’ve played golf or listened closely on TV, you understand the thwack of the driver or the whoosh of a good iron hit. And, if you’ve been to a gun range, you know the sound of a firearm. But you wouldn’t expect a gun sound on a golf course.
That’s what you get with the EZeeGolf Power Driver, which automatically drives a ball down the fairway.
There’s also a worthy strategic marketing discussion to be had.
This is part two of a three-part series on marketing differentiation.
Part 1 highlighted New York City wine retailer Taste Wine Company (User Experience Innovation Creates New Kind of Wine Store). The innovative idea propelling this new venture: shoppers can taste every bottle before buying!
Today, in Part 2, we take a look at global hotel brand Mama Shelter, and how its founders are putting a different spin on the US boutique hotel business.
Credit: Mama Shelter.
Redefining Boutique Hotel Experience for an American Audience
The Mama Shelter hotel brand is an example of both marketing differentiation and a global-brand applied geographically. Continue reading