Gatorade’s High-Tech, Sweat-Reading Vending Machine Delivers Brand Positioning

For the Gatorade marketing team, the old adage “never let them see you sweat” does not apply.

Quite the opposite.

Credit: Gatorade.

Credit: Gatorade.

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

Free Supermarket Turkey is Easy. Donating is Harder. Why?

Free turkey promotions are common at USA supermarkets leading up to the Thanksgiving holiday. But something’s missing: providing shoppers with an easy donation option.

I was next in line at a ShopRite supermarket the other day when the woman in front of me asked the cashier/bagger team: Is there a way to donate my free turkey?

ShopRite Free Turkey Promotion

Credit: ShopRite

What a great question, I thought. And missed opportunity – to foster a charity spirit and help those less fortunate at a point in time. Continue reading

When Strategy and Tactics Don’t Mesh, You Get Ruth’s Chris Steak for -50%

On Saturday afternoon, the management team of Ruth’s Chris Steak House in Ann Arbor, MI had a bad case of indigestion.

That’s because they faced a week of giving 50% discounts on every check.

Read on for the explanation and marketing analysis, but first the headline.

This is why you need Marketing Discipline. Strategy first, then tactics.

this-is-how-its-not-done


The Promotion

Ruth’s Chris Steak House (Ann Arbor, MI) decided to implement a sports marketing promotion tied to the local University of Michigan football team.

Beginning with Saturday’s game and running for the rest of the season, the upscale eatery would offer percentage discounts equivalent to the Wolverines’ margin of victory. For example, a 17-point win would mean a 17% discount.

The “Score Big” promo would be in effect, after the game, Sunday through Thursday. Continue reading

Bold Marketing: Travel Website Dares Customers with DNA Testing

The next time you’re facing a challenge that doesn’t have an obvious marketing answer, remember travel company momondo.

They came up with a terrific idea that wasn’t in any typical marketing playbook.

Credit: momondo

Credit: momondo

momondo partnered with an ancestry DNA testing service and created a poignant, emotional, and riveting video about people finding out who they really are – with surprise results, of course.

The powerful marketing idea? People will want to explore and learn more about their true ancestry and heritage. 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