Everything can be marketing and everyone can be a marketer.
Consider the unlikely example of Officer Bobby White from the Gainesville, FL police department. The policeman responded to a complaint of kids playing basketball too loudly on a residential street. Maybe the neighbor who called police should have been investigated, but I digress.
What does this police story have to do with marketing?
Packaging can play a role in delivering your marketing objectives.
Get some creative packaging ideas into your marketing mix by giving this topic attention and focus during your plan development process. While “package design” or graphics tends to get more attention, don’t overlook opportunities to leverage the actual product container (“structural packaging”).
Plus, depending on your product or service, there may be integrated, total experience, packaging-related benefits and/or news you can create.
Here are two recent examples that caught my attention. They’ll give you some food-for-thought this summer.
Bluetooth Tray Liner Keyboard – KFC Germany
For fast-food marketers like KFC, creating news and staying top-of-mind with customers are always primary objectives. But there are only so many price-oriented product promotions to roll out.
Plus, since some of the KFC menu items are eat-with-your-hands foods, it can be difficult, or should we say greasy, to operate a smartphone at the same time.
European outdoor clothing brand Peak Performance is running some outstanding marketing right now.
The brand, founded in Sweden in 1986, is owned by the Danish IC Group. They sell clothing that caters to five broad target sectors: ski, outdoor, running, mountaineering, golf and bike.
I was not familiar with Peak Performance until I saw this advertisement (thanks Creativity):
It’s rare to see such marketing harmony between advertising, positioning, branding and promotion. That’s why the Magic Hour marketing concept is terrific.
Specifically, the marketing/advertising idea captures the pure brand essence. It delivers the brand idea in a stimulating way that makes core consumers, and maybe even potential consumers, want to get outside, be active and enjoy life.
“Power branding is not an intention, nor is it merely an action. It’s a commitment.”
There’s a guy in New Mexico who really understands brand marketing.
Steve McKee is founder and president of McKee Wallwork + Company. He’s also the author of When Growth Stalls and Power Branding.
In Power Branding (2014), McKee provides concise, 2-3 page chapters that each deliver a key thought with examples. It’s an easy read that will challenge your thinking and/or reinforce any brand marketing discipline that may have gotten a bit out-of-shape.
Here are 5 Power Branding Pointers to whet your appetite:
1. Branding is everything a company does, from the logo on its letterhead, to the way it handles customer complaints, to whether its uniformed personnel keep their shirts tucked in.