Freebie marketing. A free gift knitting row counter given away by Woman's Weekly in the 1980s-1990s. Freebie marketing, also known as the razor and blades business model,[1] is a business model wherein one item is sold at a low price (or given away for free) in order to increase sales of a complementary good, such as supplies (inkjet printers and ink cartridges, "Swiffers" and cleaning fluid, mobile phones and service contracts)[2] or game consoles (accessories and software).[1] It is distinct from loss leader marketing and free sample marketing, which do not depend on complementarity of products or services. Though the concept and its proverbial example "Give 'em the razor; sell 'em the blades" are widely credited to King Camp Gillette, the inventor of the disposable safety razor and founder of Gillette Safety Razor Company,[1] in fact Gillette did not originate this model.[3] Development[edit] Free gifts[edit] Free lunch[edit] The phrase free lunch, in U.
Gillette[edit] Applications[edit] Standard Oil[edit] Bcg smart marketing. How Companies Learn Your Secrets. Put Your Customer on the Product. Lately, I’ve highlighted the various ways companies (and even colleges) are putting their customers in their ads by using social personalization or other means. In Australia, Coke took the idea one step farther, and put customer names directly on its product: Australians can pick up a personalised bottle or can at a supermarket, or get their name printed on a can of Coke for free at one of 18 Westfield Shopping Centres. At select outdoor sites, such as Kings Cross in Sydney, the names of passers-by will be projected on to the billboard via SMS. People will also be able to download one of 150 ‘name songs’, produced in partnership with Southern Cross Austereo. Here’s a video highlighting the “Share a Coke” campaign: Sharing is Caring The theme of the Coca Cola name promotion is “sharing.”
Less Obvious: Ego Stroking In discussing personalized ads, we looked at the “doppelganger effect” – the increase in brand preference caused by the customer seeing an image of himself using the product. Fresh Impressions on Brandmarks (from my 5-year-old)
INNOVATION. MASLOW. BRAND. PAY WHAT YOU WANT. 5 Rules Of Marketing To Women. There's a shortlist of mistakes companies and brands typically make when trying to sell products to women. Marketing missteps can hurt sales, but more importantly, they can actually turn women off from your brand entirely. If you've ever committed the sin of "pink it and shrink it," it's time to reimagine your strategy.
Here are five pitfalls to avoid. 1) Don’t pink it and shrink it The cardinal sin of marketing towards women is to "pink it and shrink it. " 2) There’s no need to overtly target us If you try too hard to push exclusively to women, we’ll see right through it. Far too many products are rammed down our throats yelling "Look at me! 3) An emotional connection is a big selling point Studies have proven that women are likely to form more of a lasting emotional attachment to products, and campaigns that make an effort to engage with this often prove to be very successful. 4) Too much choice is no choice at all 5) It's more about show than tell.
Shaking Things Up at Coca-Cola. Since Muhtar Kent took the helm of Coca-Cola, in July 2008, he has set a course for ambitious, long-term growth—even in a supposedly mature U.S. market—with the goal of doubling revenue by 2020. Kent has tried to rejuvenate an inward-looking, “arrogant” corporate culture and has reinvested cost-cutting dividends in brand development. In an edited interview with HBR’s editor in chief, Adi Ignatius, he talks about the company’s sustainability initiatives, the value of having 33 million Facebook fans, and why an executive should never have dinner alone.
“Most of the meetings we were holding were just with ourselves. We we ren’t going out to see how the world was changing.” HBR: Since Roberto Goizueta died, in 1997, his successors as CEO at Coca-Cola have had pretty short tenures. Kent: Well, tenures had been very long up until Roberto’s death. When you became CEO, in 2008, what was your top priority? There were two: establishing a long-term vision and restoring growth in North America.
“Here’s to the crazy ones. The misfits. The. The big idea versus small idea debate is dumb. Here’s why. | Life. Then strategy. Strategy | Comments | Last built on 23 August, 2011 The debate about big ideas versus small ideas is dumb. It’s Fox News narrative re-framing applied to advertising. It’s a dubious act of political rhetoric that I’ve seen mostly deployed by digital agencies to make older agencies look their age; often the older agencies oblige. I’m tired of hearing it, and I’m tired of it nearly getting in the way of coming up with good stuff. Do you know why it sometimes works? Because the comparison is not about big ideas versus small ideas. It’s actually about a whole bunch of digital executional stuff versus a TV script.
In reality, there are only ideas and ‘some thoughts I’ve had’. What’s an idea anyway? Next time you hear someone use the big vs small idea rhetoric, nod politely then ask them what they think an idea is – preferably in front of the audience for whom the rhetoric was intended. Let’s take tennis. And let’s now throw in ballet. Perhaps we should create a tennis ballet? OK. Simple. Exactly. The Creator Of TED Aims To Reinvent Conferences Once Again | Co. Design.
Is it time for a new twist on the TED model? The esteemed Technology, Entertainment and Design Conference, soon to be pushing 30, has become a juggernaut--what with sellout events, the viral success of online TED Talks, and the spin-off of smaller TED-X conferences. But the conference’s original founder, Richard Saul Wurman, is working on a new creation that radically overhauls the formula used by TED--much as TED itself reinvented the standard business conference model when Wurman launched it in 1984. Wurman, who is no longer affiliated with TED (he sold most of the rights to Chris Anderson’s Sapling Foundation back in 2002 and broke off his remaining ties with the spin-off TEDMED Conference earlier this year), recently announced plans for his new WWW.WWW conference, slated to debut in Fall of 2012. But here are a few things the show won’t have: Speeches, slide shows, or tickets. Wurman hopes the result will be “intellectual jazz.”
Can a conference succeed without slick presentations? Optimism: Unfashionable Perhaps, But Necessary - Jeff Kehoe - Our Editors. Googlethink - Magazine. Jacob Thomas I type the letter p into Google’s search box, and a list of 10 suggested keywords, starting with pandora and concluding with people magazine, appears just beneath my cursor. I type an r after the p, and the list refreshes itself. Now it begins with priceline and ends with pregnancy calculator. I add an o. The list updates again, going from prom dresses to proxy sites. Google is reading my mind—or trying to. Google Suggest, like the similar services offered by other search engines, streamlines the discovery of information.
It felt a little creepy, too. I like Google—it’s a cuddly company, and endlessly helpful—but I also resent it. Matthew Crawford, in his book, Shop Class as Soulcraft, writes eloquently about our modern affliction of “displaced agency.” Software programmers are taking the displacement of personal agency to a new level. Nicholas Carr is the author of The Shallows: What the Internet Is Doing to Our Brains. Royal Marketing : zoom sur le dispositif digital de la Couronne. Si la cérémonie du mariage du prince William et de Kate Middleton devrait drainer, tout autour du globe, quelque 2 milliards de personnes devant leur poste de télévision, le Wall Street Journal estime à près de 400 millions le nombre d'individus qui suivront l'événement sur le Web.
Un chiffre impressionnant qui témoigne des nouvelles habitudes de consommation média d'une audience de plus en plus connectée. La famille royale ne s'y est pas trompée. Elle a mis en place un important dispositif numérique afin de multiplier les points de contact avec son public, avant et pendant la cérémonie du 29 avril, notamment par le biais des médias sociaux. Le Social Media Club France a passé en revue cette stratégie avec l'aide de deux de ses membres. L'élément central du dispositif est le site officiel lancé il y a quelques semaines: l'internaute pourra y suivre l'événement en direct via un «live-stream video» fourni par You Tube.
Ce contenu officiel est relayé sur les médias sociaux. Full List - 10 Ideas Changing the World Right Now. We Must Be Superstars. Brand new: Think Small. Paul Van Slambrouck: The Gift Economy. Want to fix the economy? Next time you buy coffee, purchase a cup for the person behind you. Or as you grind your way through the morning commute, pick up the tollbooth charge for the driver behind you, draped over his steering wheel and ranting at the long delay.
You've heard that famous Gandhian quote about being the change, well these are good measures to start with, packing more punch than you might imagine. This approach to life starts with the following premise: What exactly did I (or you) do to deserve to be alive? If you can process that question and come out thinking it was a gift that you can't ever pay back, then beginning a life of greater giving is the only logical and remotely reciprocal way to go. Let's review what ails us. Barter is a good way to survive a lousy economy. Learning to function in something like a "gift economy" is far more subversive, though, and worth thinking about. The literature about the gift economy is rich. Here's something to think about. Les limites de la mesure de soi.
Kevin Kelly, cofondateur du Quantified Self a prononcé la conférence de clôture de la première édition de la conférence sur la quantification de soi qui se tenait la semaine dernière à Mountain View en Californie, permettant, comme le dit Ethan Zuckerman qui en rapportait les propos, d’offrir un contexte pour comprendre les propos échangés pendant deux jours. Pour Kevin Kelly, auteur de What technology Wants (Ce que veut la technologie), la quantification de soi fait partie d’une tendance plus large vers laquelle nous allons.
Cette tendance plus large consiste à être à l’écoute de la technologie, parce que « la technologie nous dit où elle va ». La quantité d’information ne cesse d’augmenter, plus rapidement que tout ce que nous faisons. On estime d’ailleurs que le volume d’information croit de 66 % par an. Image : Gary Wolf et Kevin Kelly sur la scène de la première édition de la conférence Quantified Self, photographiés par Marc Smith. Nous n’échapperons pas au Lifestream. Lancement des ateliers Wikipedia au Centre Pompidou. Optimism: The Cure For The Recession. Optimism has taken a bit of a beating over the past several years. Behavioral economists have highlighted our tendency to assume the positive in our endeavors and capabilities. The reality is that many businesses fail, many projects don’t make it off the ground and previous success is no guarantee of future success.
This research combined with a global economic implosion has made us all a lot more wary. Jeff Kehoe writing for the Harvard Business Review blog argues that its time to reassert the importance of optimism. I’m not talking about delusional, starry-eyed optimism, but rather the simple, clear, energetic belief in the potential success of an idea. Kehoe argues that this state of anti-optimism is slowing the economic recovery today. Harvard Business Review Blog: Optimism: Unfashionable But Necessary. Genevieve Bell, Intel anthropologist - 10 visions of the future. When Intel hired Genevieve Bell in 1998 she was tasked with two things.
The first was to help the company understand women, and the second was to understand the rest of the world. Thirteen years later and Bell says she hasn’t even started to get anywhere near an answer, nonetheless, we caught up with the Intel Fellow and Director of Interaction and Experience Research at Intel on a brief visit to London to find out how she was getting on working out how the entire planet thinks. “You have to make your something compelling enough to make someone unplug something else,” chimes Bell at the start of an hour long talk that will see little silence. Bell’s main job is to look at what motivates people, and in turn understand how they think, so that ultimately Intel can work towards creating better products. So what has Bell learnt over the last decade and what have we got to look forward to? 1) The Internet will get more feral “What will the internet look like in the car?” It's a fair point.
Why? Thriving in the Relationship Economy by Jerry Michalski on Prezi.