This isn’t about the kind of discipline you get in the principal’s office.
I’m talking the good kind of discipline here, what I refer to as Marketing Discipline. You’d better have some in your business, or don’t be surprised when the CEO calls for the wrong reasons.
To me, the concept of Marketing Discipline is a fundamental criterion of success. Yet, with the unrelenting focus and fascination on shiny new tactics, the discipline part of marketing often gets lost in the wash. Continue reading
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.
KFC Germany’s Bluetooth tray liner. Translation: Try the zinger burger. Credit: photo from KFC video.
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.
So, while their American colleagues are pushing the return of Colonel Sanders, the German KFC team (and partner Serviceplan) came up with a clever idea. They turned a common tray liner into a useful tool – a Bluetooth connected “Tray Typer” keyboard for smartphones and other mobile devices. Continue reading
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.
What is the brand?
“Peak Performance is a lifestyle brand with a real story and long history. The Peak Performance consumer is not divided into age groups or by gender. We simply call our core consumers “Social Adventurers.” Continue reading
StratGo Marketing 