Tag Archives: marketing campaigns

Marketing Campaign Blueprint

Marketing is the manipulation of consumer’s choices through reasoning and emotions. When Economists, Accountants, Physicians and even Psychiatrists have a basic blue-print to follow in their profession; why are marketers left behind? Why is it that the only basic formula marketers have is nothing but a checklist of avenues (5P) but nothing on what needs to be done – like a Marketing Campaign Blueprint?

I’ll tell you why. Even assuming that someone named ‘R’ discovered such a formula that is sure to increase brand awareness, engagement, returns and every other measurable that every employee is responsible for and in doing so wins the Nobel prize (for once Mathematicians are more promiscuous than Marketers. In your face Mad Men!!). By the time ‘R’ walks up to the stage to collect the prize, the conditions would have changed and the formula be no longer valid.

But let’s assume we stop midway. Somewhere between a checklist of variables and the exact formula. Let us assume for a second that we can do that. Have a Marketing Campaign Blueprint with constants and variables to account for the radically changing consumers and environment while still giving enough direction to the marketers for their work.

All we have to do is learn from Anthropology and Psychology to create a marketing campaign blueprint that would not only reach the target customer base but would also engage them with strong, long lasting messages.

Next post covers some of the design principles from all around us that we can take lessons from to engage the consumers in a whole different level.

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Guerrilla Marketing Olympics 2012: Beats by Dre

When Marketing historians (is there such a thing?) talk about marketing Olympics 2012, they may talk about the P&G ‘Mom’ campaign, the Nike ‘Find your Greatness’ campaign or even Visa. But when the Marketing Economists (the guy with the calculator) talk about Olympics 2012, I’m sure they would talk about the guerrilla marketing by ‘Beats by Dre’.

Personally I love this brand. I hope to own a pair someday to listen to their quality and pull off the coolness factor that they bring along with them. Seriously, why is it that everyone who wears Beats headphones on subways and streets is the most hip person you can see? Is it the pride that comes with owning one of the most expensive headphones or is it the fact that they don’t care about it?

Beats by Dre

Beats by Dre

Anyway, the point was trying to make is that they have a high brand awareness factor. One look at the ‘b’ on the side is enough for people to know that somebody’s serious about their music.

How does one use this at the Olympics? Simple – Flaunt it.

Marketing isn’t all about how crafty the message is or how cleverly you send out the message, sometimes the simplest campaigns show brilliance.

Instead of spending millions of dollars on being the official partner and get a small 2×4 poster in the stadium, the marketing brains at beats (Or was it HTC’s idea?) decided to send gear to athletes directly. Its like giving out HD TV sets at comic con, you could see an entire army of athletes flaunting the ‘b’ and giving priceless exposure. Something you couldn’t buy.

That would’ve been great right there, but beats went a step ahead and customized the headphones for athletes to match their country colors making them proud to wear the headphones.

Why does the marketing economist care? Pocket-lint reported that the sales for beats headphones have increased by 116%. (source)
I cant remember the last time a guerrilla campaign brought on 116% increase of sales. That’s SOMETHING.


Customized Beats by Dre

Customized Beats by Dre


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