Author Archive
Brand Building Guerrilla Tools: 1. Product Placement
Posted by Silvia Azmitia on August 14th, 2009 at 11:58am
A few nights ago I was changing channels when the image of a terrible product placement hit me in the face. The show was Packed to the Rafters and the product was a bottle of Masterfoods tomato sauce. The bottle was in a privileged position within the shot with the label was facing the camera. It was obvious and false. The first thing I thought was: ‘What a waste of marketing budget…’ Continue reading…
Posted in Branding
“Marketing in a Recession” by Drew Zagorski
Posted by Silvia Azmitia on May 22nd, 2009 at 4:05pm
Here’s an excerpt from an interesting article written by Drew Zagorski entitled “‘Marketing in a Recession. Why marketing Your Business in a Downturn is Just Plain Smart.”
“Many studies indicate that cutting back on marketing during downturns is not a smart move. A study by PIMS Associates found:
Firms that increase their marketing spend during a recession grow significantly faster than firms that maintain or decrease their marketing spend.
Continue reading…
Posted in Marketing Strategy
Really cool examples of ambient media
Posted by Silvia Azmitia on April 1st, 2009 at 9:41am
Here’s a couple more really cool examples of ambient media that we found.
Bubbles Hair Salon: Comb crossing…
Posted in Advertising, Imagination
Different approaches in traditional media
Posted by Silvia Azmitia on March 17th, 2009 at 10:12am
When was the last time that you saw a campaign with a creative media buying strategy?
When I joined an ad agency in 2002, everybody was talking about integration of the different agency departments, how ATL and BTL should be synchronised and have input at the beginning of the project. That sounded very good but was not easy to implement.
Posted in Advertising
Needs-Based Segmentation
Posted by Silvia Azmitia on January 11th, 2008 at 4:24pm
A summary of “The Mechanics of Needs-Based Segmentationâ€, by Marketing Leadership Council.
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In many markets, adding value to the product might be the most consistent way to differentiate from the competition and therefore, maintain or even gain market share. But as companies focus on solutions selling and the provision of value-added services, they often experience an increase in their average cost-to serve.
Posted in Insight