4.23.12 Adam & Co in rehearsal! 3rd London Show?
Apr 23, 2012 17:44:55 GMT -5
Post by Q3 on Apr 23, 2012 17:44:55 GMT -5
Not to bore everyone with marketing strategy -- but I want to take one more stab at explaining the way marketing is shifting. Marketing of everything music to cars is changing. (I promise to tie it back to Adam.)
Here is an example:
Ford in its “Fiesta Movement” campaign, Ford invites 100 Gen Yers selected from more than 4,000 applicants to drive a Ford Fiesta for six months and report their experiences on various social media sites and blogs.
Why it’s important: The Fiesta Movement shows adversity is a powerful motivator. Ford’s program is creating buzz among one of the most powerful, vocal and connected generations in the market — Gen Y. Launching in Europe first, Ford is doing a fine job already building buzz for the future U.S. launch.
What you can learn: The typical product marketing launch cycle now starts many months earlier than it used to. It’s also global and more dependent than ever on your customers because of the social internet. Strong relationships allow leading brands to create open dialogues with customers that can get them talking about those brands even before they’re launched.
blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html
(Yes, I just posted a link to the Harvard Business Review here.)
So in the Ford example, the are TV commercials for the new Fiesta. So the old world survives. But there is now a pre-campaign designed to build buzz and pre-seed the market with advocates.
In the music business -- the same thing is going on. And it is working.
From live streaming media to free downloads -- artists and their labels are using free access to build advocates.
It doesn't negate the importance of radio and TV promo -- just changes the timing and sequence of activities.
Here is an example:
Ford in its “Fiesta Movement” campaign, Ford invites 100 Gen Yers selected from more than 4,000 applicants to drive a Ford Fiesta for six months and report their experiences on various social media sites and blogs.
Why it’s important: The Fiesta Movement shows adversity is a powerful motivator. Ford’s program is creating buzz among one of the most powerful, vocal and connected generations in the market — Gen Y. Launching in Europe first, Ford is doing a fine job already building buzz for the future U.S. launch.
What you can learn: The typical product marketing launch cycle now starts many months earlier than it used to. It’s also global and more dependent than ever on your customers because of the social internet. Strong relationships allow leading brands to create open dialogues with customers that can get them talking about those brands even before they’re launched.
blogs.hbr.org/cs/2010/01/ford_recently_wrapped_the_firs.html
(Yes, I just posted a link to the Harvard Business Review here.)
So in the Ford example, the are TV commercials for the new Fiesta. So the old world survives. But there is now a pre-campaign designed to build buzz and pre-seed the market with advocates.
In the music business -- the same thing is going on. And it is working.
From live streaming media to free downloads -- artists and their labels are using free access to build advocates.
It doesn't negate the importance of radio and TV promo -- just changes the timing and sequence of activities.
). Before you turn up your noses or throw rotten veggies, think about that tasty Wanted demographic - yum~~.