Sean Kelly’s Post

Red Bull's marketing is trash. Literally. When Red Bull was launched in 1987, big names like Coca-Cola and Pepsi had absolute rule over the soft drink market. Red Bull knew that entry into the crowded market would be nearly impossible. They had to launch into a subset of the market when no subset matched their product. So they created their own. Red Bull took the risk and pioneered the "energy drink." From this, two main issues arose. First, nobody knew what this type of "energy drink" was; it was a completely new product category. Second, people were skeptical; they were already content with their drink choices. From a bystander's point of view, Red Bull lucked out when it was released in London in 1993. Miraculously, all the trendy people in town were drinking it. As the 90s grunge clubgoers flocked into the streets, the city was littered with empty Red Bull cans, and word about Red Bull was getting around at lightning speed. The people walking the streets saw the stylish cans, heard the chatter, and joined the bandwagon. Red Bull was the new "in" drink, a force in the market. However, this virality wasn't luck; it was meticulously manufactured by Red Bull. They knew standard marketing practices like billboard, newspaper, and TV ads would not cost-effectively address their product's challenges: social proof. Therefore, they had to think "outside the can" by secretly littering thousands of empty Red Bull cans throughout London - around popular nightclubs, bars, and even crushed up next to trash cans. They then gave out free samples to hip-looking individuals to address any skepticism. A key reason for their success was that the consumers were unaware they were being advertised to. Consumers saw these empty Red Bull cans on the street and figured everybody was drinking them. At this point in time, six decades of survey data showed that around 70% of consumers thought that advertising was often untruthful and persuaded people to buy things they didn't want. Therefore, deploying field marketing allowed them to avoid skepticism and execute their plan discreetly. Red Bull pioneered this thoughtful, practical, and daring thinking strategy, similar to how they pioneered the whole energy drink market. Their ability to think creatively and flawlessly execute is the definition of inspiring. So maybe their marketing isn't actually trash after all. Fun Fact: This case writeup is what got me into my master's program, USC Marshall Master of Science in Marketing #Marketing #Casestudy #MarketingInspiration #Redbull #Marketingstrategy #storytime

Marketing news you may have missed... 👏🏼 Definitely Maybe Our Campaign of the Week They’ve done it again! Fresh off the back of their Gymshark collab, cereal brand Surreal has jumped onto one of the biggest announcements of the year (the Oasis reunion tour) with a reactive out-of-home campaign. The band announced the tour at 8am on Tuesday 27th August… and by the very next day Surreal’s campaign was live. Remarkable in its creative simplicity, with ‘DEFINITELY Tasty’ and ‘MAYBE The best thing you’ve ever eaten’ on side-by-side billboards, this takes reactive marketing to the next level. 🎉 Hubspot Launches AI Tool to Support Customers CRM platform Hubspot has launched an AI tool to support its customers, following research that the use of ChatGPT to answer questions is up 37%, while searches using traditional search engines are down 11%. The new tool, AI Search Grader, will enable Hubspot users to understand how their brands are showing up in AI searches as well as on traditional channels. ✅ Snoop Dogg Fronts ‘Bluntest Ever’ Marketing Campaign... Following stealing the show at this year’s Olympics, Snoop Dogg now features in the latest ad for Solo Stove. Capitalising on Snoop’s resurgence, the brand has featured him in the ‘bluntest ever’ marketing campaign. Putting ‘bluntness’ at the heart of its strategy, the campaign revolves around a 30-second spot in which Snoop proudly states: “This is an ad for Solo Stove. You should buy a Solo Stove. I’m here because you’re more likely to buy this fire pit because I’m Snoop”. ⬇️ Discounting Results in Retail Prices Falling Discounts on fashion and household goods have resulted in the first drop in retail prices for almost three years. Figures from the British Retail Consortium (BRC) show year-on-year deflation of 0.3% in August. After years of inflation, is this a good sign? 🤩 Would You Stay in Polly Pocket’s House? A life-sized Polly Pocket House is now available on Airbnb - and it's an epic '90s throwback... Sadly, for our UK audience at least, it’s a bit of a trek being based in Massachusetts. The house brings to life Polly’s iconic 90s ‘tiny but mighty’ compact to celebrate the brand’s 35th anniversary. Brought to you by Awesomesauce Marketing - a full-service marketing agency serving UK and international clients. #Surreal #Oasis #AirBnB #Hubspot #ViralMarketing

A marketing plan outlines the strategies, tactics and activities that a business intends to employ to promote either a brand or product to a defined target audience. Similarly in the case of yum-moz. Yum-moz is the name of the company that launched its new business in LPU.They employed a highly creative and alluring marketing approach to transform a regular opening into a grand opening. They used to distribute brochures to customers and include a couple of special offers for their first 50 customers. Additionally, it was stated on the coupon that "Be our first customer and get one plate of momoz for just 1 rupee." Additionally, they mention getting one momoz add-on coupon in the second coupon. A significant twist is that they have included a tiny letter on the bottom of the coupon with the terms and conditions. That those clients Who receives the coupon? In the hopes of obtaining a momoz plate for just one rupee, they dash to the outlet with their coupon. They were surprised by the yummoz. When the customers asked for a plate of momoz for one rupee, the outlet staff told them to read our terms and conditions. So in their terms, conditions They have stated that 5 customers will be our lucky customers among the first 50 customers who receive the coupon. Has announced on date of 20th august . Thus, hope is not possible. obtains momoz for one rupee.On this coupon, however, those who receive a second coupon will receive a momoz add-on. They need to purchase a plate of momoz first. While working on this fascinating project of innovative marketing for attract attention of customers i would like to thanks time members Bharat Taak Atika Firdous Raj Singh Naman Agarwal Furthermore, they have strategically positioned and targeted their food, and I have discovered that they are fully committed to the primary marketing strategy of eye-catching and inventive marketing. We finished this project with Dr. Pawan Kumar's help and encouragement, and we look forward to learning more from him in the future. hashtag#lpu hashtag#MSB hashtag#marketing hashtag#project hashtag#teamwork

Marketing news you may have missed... 👏🏼 Definitely Maybe Our Campaign of the Week They’ve done it again! Fresh off the back of their Gymshark collab, cereal brand Surreal has jumped onto one of the biggest announcements of the year (the Oasis reunion tour) with a reactive out-of-home campaign. The band announced the tour at 8am on Tuesday 27th August… and by the very next day Surreal’s campaign was live. Remarkable in its creative simplicity, with ‘DEFINITELY Tasty’ and ‘MAYBE The best thing you’ve ever eaten’ on side-by-side billboards, this takes reactive marketing to the next level. 🎉 Hubspot Launches AI Tool to Support Customers CRM platform Hubspot has launched an AI tool to support its customers, following research that the use of ChatGPT to answer questions is up 37%, while searches using traditional search engines are down 11%. The new tool, AI Search Grader, will enable Hubspot users to understand how their brands are showing up in AI searches as well as on traditional channels. ✅ Snoop Dogg Fronts ‘Bluntest Ever’ Marketing Campaign... Following stealing the show at this year’s Olympics, Snoop Dogg now features in the latest ad for Solo Stove. Capitalising on Snoop’s resurgence, the brand has featured him in the ‘bluntest ever’ marketing campaign. Putting ‘bluntness’ at the heart of its strategy, the campaign revolves around a 30-second spot in which Snoop proudly states: “This is an ad for Solo Stove. You should buy a Solo Stove. I’m here because you’re more likely to buy this fire pit because I’m Snoop”. ⬇️ Discounting Results in Retail Prices Falling Discounts on fashion and household goods have resulted in the first drop in retail prices for almost three years. Figures from the British Retail Consortium (BRC) show year-on-year deflation of 0.3% in August. After years of inflation, is this a good sign? 🤩 Would You Stay in Polly Pocket’s House? A life-sized Polly Pocket House is now available on Airbnb - and it's an epic '90s throwback... Sadly, for our UK audience at least, it’s a bit of a trek being based in Massachusetts. The house brings to life Polly’s iconic 90s ‘tiny but mighty’ compact to celebrate the brand’s 35th anniversary. Brought to you by Awesomesauce Marketing - a full-service marketing agency serving UK and international clients. #Surreal #SnoopDog #AirBnB #Hubspot #DidYouSeeThat

This slogan transformed an industry. Learn how a clever line became marketing history. "𝐀 𝐃𝐢𝐚𝐦𝐨𝐧𝐝 𝐢𝐬 𝐅𝐨𝐫𝐞𝐯𝐞𝐫" slogan is a masterclass in marketing's ability to influence consumer habits and societal norms. The Demand Dilemma: In the early 1900s, diamonds weren't the go-to choice for engagement rings that they are today. De Beers, a leading diamond mining company, found themselves in a bind: they controlled a vast diamond supply, but the demand just wasn’t there. N.W. Ayer & Son Steps In: In 1938, De Beers enlisted the advertising firm N.W. Ayer & Son to boost diamond demand. The aftermath of the Great Depression had left luxury items, like diamonds, far from the average consumer's mind. Inventing a Tradition: The agency aimed to make diamonds synonymous with love and romance, positioning them as an essential purchase for engagements. The challenge was to reshape public perception and invent a tradition where none existed. The Magic of "A Diamond is Forever": In 1947, Frances Gerety, a young copywriter at N.W. Ayer & Son, penned the phrase "A Diamond is Forever." This slogan was designed to evoke the idea that diamonds, much like true love, never lose their value or significance. It brilliantly tapped into the emotional aspect of buying a diamond, linking it to everlasting love and commitment. Strategic Campaigning: This slogan became the cornerstone of a marketing campaign that featured diamond placements in Hollywood films, celebrity endorsements, and articles in popular media. These ads emphasized that a diamond engagement ring was not just an accessory, but a vital part of marriage, establishing it as a timeless tradition. The campaign was a monumental success. By promoting diamonds as a symbol of eternal love, De Beers and N.W. Ayer & Son dramatically elevated the perceived value of diamonds. By the mid-20th century, diamond engagement rings had become a deeply ingrained tradition in the U.S. and many other countries. The slogan also had a significant impact on the diamond resale market. By embedding the belief that "a diamond is forever," the campaign discouraged resale, ensuring diamonds stayed in circulation and retained their high value. The result? A cultural shift. Diamonds became the ultimate symbol of love, driving up demand and prices. The slogan's impact was so profound that it was named the best advertising slogan of the 20th century. The success of this campaign not only revolutionized the diamond industry but also highlighted the profound power of advertising in molding social customs and consumer behavior. In essence, "A Diamond is Forever" is a shining example of how a powerful marketing message can reshape consumer behavior and create a lasting demand that stands the test of time.

Exploring the history of marketing reveals its evolution and the changing strategies businesses have adopted to reach and engage their customers. Marketing, fundamentally, is about having something to sell for profit and needing to get it into others' hands. This journey from the agrarian era into the industrial era and beyond showcases the transformation of marketing practices over time. The first era of marketing, emerging around the 1850s, was characterized by simple trade. Merchants opened shops to sell goods like meat directly to consumers, eliminating the need to rely solely on market days. This period was marked by the straightforward exchange of goods for money, establishing the basic premise of marketing. Between the 1860s and the 1920s, as the Industrial Revolution took hold, marketing evolved to accommodate mass production and the efficiencies it brought. Advertising from this era emphasized the novelty of products being readily available to serve consumers, showcasing the second era of marketing where the focus began to shift towards reaching a broader audience. The period between the 1920s and the 1940s, including the Great Depression and leading up to the Second World War, necessitated a change in marketing language. Businesses needed to sell their stockpile of products to a market with diminished purchasing power. Advertisements frequently highlighted price and the essential nature of their products, ushering in the third era of marketing focused on sales and persuasion. From the 1940s to the 1960s, the "Mad Men" era of marketing emerged. Companies began to employ more sophisticated and intellectual strategies to convey their messages. This era saw the birth of marketing departments within companies, dedicated to creatively promoting products, like the Ovaltineys club for children, which became a cultural phenomenon. This was the fourth era of marketing, where branding and emotional connection started to play a significant role. Moving into the period from the 1960s to the 1990s, we entered the classic marketing company era. Companies like Coca-Cola exemplified this era by focusing on branding and distribution to ensure their product was within reach of everyone on the planet. Marketing strategies became experiences, aiming to embed products into the cultural fabric of society. This era was defined by the aim to create a comprehensive brand experience, marking the fifth era of marketing. From the late 1990s into the 2000s, with the advent of the internet, marketing entered the relationship era. This period allowed for two-way communication between businesses and customers, enabling feedback and fostering relationships. This era represented a significant shift towards engaging customers in a dialogue, setting the stage for the sixth era of marketing, characterized by the importance of building and maintaining customer relationships. #immigrationinnovation #intelligentcontentmarketing

Exploring the history of marketing reveals its evolution and the changing strategies businesses have adopted to reach and engage their customers. Marketing, fundamentally, is about having something to sell for profit and needing to get it into others' hands. This journey from the agrarian era into the industrial era and beyond showcases the transformation of marketing practices over time. The first era of marketing, emerging around the 1850s, was characterized by simple trade. Merchants opened shops to sell goods like meat directly to consumers, eliminating the need to rely solely on market days. This period was marked by the straightforward exchange of goods for money, establishing the basic premise of marketing. Between the 1860s and the 1920s, as the Industrial Revolution took hold, marketing evolved to accommodate mass production and the efficiencies it brought. Advertising from this era emphasized the novelty of products being readily available to serve consumers, showcasing the second era of marketing where the focus began to shift towards reaching a broader audience. The period between the 1920s and the 1940s, including the Great Depression and leading up to the Second World War, necessitated a change in marketing language. Businesses needed to sell their stockpile of products to a market with diminished purchasing power. Advertisements frequently highlighted price and the essential nature of their products, ushering in the third era of marketing focused on sales and persuasion. From the 1940s to the 1960s, the "Mad Men" era of marketing emerged. Companies began to employ more sophisticated and intellectual strategies to convey their messages. This era saw the birth of marketing departments within companies, dedicated to creatively promoting products, like the Ovaltineys club for children, which became a cultural phenomenon. This was the fourth era of marketing, where branding and emotional connection started to play a significant role. Moving into the period from the 1960s to the 1990s, we entered the classic marketing company era. Companies like Coca-Cola exemplified this era by focusing on branding and distribution to ensure their product was within reach of everyone on the planet. Marketing strategies became experiences, aiming to embed products into the cultural fabric of society. This era was defined by the aim to create a comprehensive brand experience, marking the fifth era of marketing. From the late 1990s into the 2000s, with the advent of the internet, marketing entered the relationship era. This period allowed for two-way communication between businesses and customers, enabling feedback and fostering relationships. This era represented a significant shift towards engaging customers in a dialogue, setting the stage for the sixth era of marketing, characterized by the importance of building and maintaining customer relationships. #immigrationinnovation #intelligentcontentmarketing

READ HERE: Trader Joe's Marketing Case Study Trader Joe's marketing strategy stands out in the competitive grocery industry due to its unique approach, which combines a limited product selection with an engaging, unique, one-stop shopping experience. Central to this strategy is the company's emphasis on private-label products, which not only differentiates Trader Joe's from traditional grocery stores but also fosters customer loyalty. By offering exclusive items that cannot be found elsewhere, Trader Joe's creates a unique value proposition that resonates with consumers and has captured a marketing ecosystem from within their stores. While Trader Joe’s has been around for a while, an established chain that has built up a loyal customer base, they continue to show stellar efforts in their marketing consistency regarding products. By establishing the majority of their marketing within store, Trader Joe's have all focus on creative, distinct marketing to the long-term customers, who have demonstrated value.  In contrast to adopting Trader Joe's exact strategies, I would advise industry players to focus on identifying their own unique, niche selling points. Such quality-forward, differentiated branding can be an effective way to carve out market share, similar to how a favorite artist establishes a distinctive appeal. How far can traditional marketing go in terms of retaining a market share? Is there value in investigating the niche, quality-forward methods of brands such as Trader Joe's? Trader Joe's Sean Choi 🫰

7 Strategies You Should Steal from Trump's Marketing Playbook US President-elect Donald Trump's campaign spells out how a definitive Stance, Relevance, and Clarity can make you win in politics as well as in business. ➔ Strategy 1 - Understand Prevailing Scenarios Understanding prevailing scenarios and aligning with them gives you a better chance of winning, and Trump got it. Ⓐ One of the pressing concerns for Americans was the 'rising cost of living.' Ⓑ. And secondly, their Position as Global Power was waning He aligned his campaign with them. ➔ Strategy 2 - Have a compelling Purpose. Trump addressed these scenarios with a strong Purpose. 'Make America Great Again' which resonated with all ➔ Strategy 3 -Address the 'Pain' Trump promised to reduce the 'cost of living', the one big pain of his core target audience ➔ Strategy 4 -Speak to a clear Target Audience. Trump spoke to voters who desperately needed the painkiller, non-college-educated young white men and minorities. ➔ Strategy 5 - Build a Brand Trump built a brand that portrays specific values that stand to deliver the promise. Trump took the 'Tough 'stance. His approach to immigration, China, and this iconic image. Sealed his 'Tough' brand image. Portraying someone who is out to deliver, come what may ➔ Strategy 6 - Speak like a 6th grader. Trump uses simple words. Instead of complicating his solution to the immigration crisis, he said, "Build a wall. A big, beautiful wall." In 2024, it was "Trump will fix it" (as America is broken) ➔Strategy 7 - Stay relevant Ⓐ Trump chose relevant platforms where his core target, 'young males', congregate. He was seen at UFC 302 with former UFC fighter Kabib. Ⓑ Trump used relevant channels and evangelists. Trump appeared on video game streamer Adin Ross's live stream, which was seen 2.6 million times. Ross's audiences are primarily young males. If this playbook can get Trump to the finishing line, it can for you to If you are a startup Founder / CMO, Trump's marketing playbook is a way to make your product win. The Checklist 1. Derive insights from current scenarios 2. Have a compelling purpose 3. Address a pain 4. Target resonating audience 5. Build Brand 6. Keep messaging Simple 7. Get reach and appeal via Relevant platforms, channels, and evangelist - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - 🍉 Want more insights on crafting a winning strategy? My free course dives into this and more. Connect and DM me on LinkedIn for the link! Manikandan Lakshmanan #thoughtleadership  #brandstrategy Image and Data credits : NYT , BBC , HT, NBC, BLUX, USA TODAY, GMFUS, pewresearch

What You Can Learn from Coca-Cola’s Marketing Strategy Part 1 Representing one of the most well-known brands in the world, well-loved from the west coast of the US to Japan and Africa, Coca-Cola has not gotten where it is by being idle. Other than producing copious amounts of the delicious beverage itself, for over 125 years, the execs at Coca-Cola have also been doing a fantastic job of selling the idea of enjoying a refreshing beverage on a hot day and sharing the feeling with your loved ones. They’ve even managed to make a summertime refreshment popular during the winter. We all know the brilliant commercials with Coca-Cola trucks rolling around suburbs and spreading joy together with Santa Claus. It's tough to beat a brand that’s got Santa on its side. Anyway, for a startup or a business looking to improve its chances of success in an already-crowded global market, there’s plenty to learn from the legendary status and success levels Coca-Cola’s enjoyed over the hundred-plus years it’s been in business. In this post, I will talk about Coca-Cola’s elaborate marketing strategies and what you, as a business owner, can learn from them to further your cause. Without further ado, here’s the deal. What You Can Learn from Coca-Cola’s Marketing Strategy At Coca-Cola, they’ve managed to foster a carefully built image over the years that’s family-friendly but also fun enough to avoid boring everyone and alienating young and energetic people. To do this, you must adopt a multifaceted marketing approach that targets a large audience with detailed and well-researched campaigns and commercials.  The folks at Coca-Cola have been doing a great job of this, as there is scarcely a commercial that ever came out of this company’s lab that could be described as ‘boring’ or ‘forgettable.’ Of course, it’s not all about just commercials.  Striking deals with celebrities, acquiring valuable sponsorships, and concocting an impressive portfolio of beverages and success stories all account for the massive success that this company has had on the global market. Emotional Branding In a recent Coca-Cola commercial, a guy enters a subway train, plays a video on his tablet, and starts laughing out loud. The guy’s laugh is so contagious that soon other passengers start laughing with him, too, even though they have no idea what’s so funny. Soon, the entire section of the train is laughing out loud, which is when a team of Coca-Cola representatives appear and start giving everyone a Coca-Cola pamphlet and a can of the beverage. This represents the perfect example of what Coca-Cola's branding ideology is all about. If you can get your customers to mentally connect your product with laughter and happiness, they will be more likely to buy it, as consuming it brings back positive feelings and memories. To Be Continued...