Why “Pop-up” Thinking Can Boost Your Marketing

What can marketers apply from the “pop-up” go-to-market concept popularized in recent years by Halloween costume stores, and now chefs?

iStockphoto.com

iStockphoto.com

First of all, think about “pop-up” as a business mindset, not just a retail brick and mortar tactic.

Applied this way, pop-up thinking encapsulates a range of important ideas such as customer choice and variety; experimentation and testing; and an agile, asset-light business approach.

For example, writing in The Wall Street Journal, Jane Black highlighted how chefs are using a modified pop-up model to build their brands and make money. A common approach is to join forces with an existing restaurant owner and “take-over” the physical space at a designated time to produce and deliver the chef’s concept. As Black explains, “permanent pop-ups also feed diners’ hunger for all things new.” Continue reading

“See Thru Can” Is Vivid Example of How Packaging Can Drive Marketing

Despite the yearning for disruptive marketing ideas, the challenge in much of the day-to-day world of marketing is identifying and applying new ways of thinking about existing products or services.

Take canned vegetables. The process of canning goes back about 200 years. So what’s the marketing team assigned to launch a new brand of canned vegetables to do?

Use packaging innovation as a marketing change agent.

South Carolina-based McCall Farms has introduced a new brand of ready-to-eat vegetables called Glory Farms. The kicker: the products are packed in “see thru” composite containers.

Credit: McCall Farms/Glory Farms.

Credit: McCall Farms/Glory Farms.

The packaging innovation achieves three crucial, marketing and sales objectives: Continue reading

5 Pointers for Writing a Letter to Your Customer

We all get “letters” from companies we do business with. Most go right in the garbage.

But, sometimes, a letter stands out.

The letter I’m going to tell you about was noteworthy because it reflected these 5 Pointers for Direct Customer Communication:

  • Be Authentic
  • Be Relevant
  • Keep it Straightforward/Concise
  • Convey appreciation/thanks for the business
  • Provide a Call-to-Action


“A few personal words.”

kingsize-brand-manager-letterThat was the title of the letter I received after a recent purchase from online retailer KingSize.

The one-page communication was a surprisingly good example of customer relationship engagement — that almost didn’t happen. That’s because the envelope and letter felt like just another typical piece of unneeded “junk” mail and I almost threw it out twice before reading the letter.

So, what made me read?

It was the title of the letter’s author: Brand Manager. That stood out to me as a marketer and former Brand Manager myself. Continue reading

Topgolf Provides Marketing Inspiration. Fun Entertainment. And Even Practice If You Want It.

Topgolf is a marketing story.

It’s a cool example of being able to think creatively and reimagine a commodity activity.

Consider: a golf driving facility where nearly half of its customers play regular golf once or less per year! If that makes no sense, it’s because Topgolf is something completely different.

The team behind Topgolf took an existing, mature business (golf driving range practice) and transformed that into a new business concept that’s a fun, social, entertainment experience. With a much broader customer base. And with much greater revenue potential.

Credit: Topgolf

Credit: Topgolf

Continue reading

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