Tag Archives: marketing mix

Viral Videos for May 2017

This week’s viral video is a great mix of ideas, with several longer videos in the top spots. Hyundai’s short adventure film features its cars on an icy trip in “Shackleton’s Return.” Heineken also retains a top spot for its short film, “Worlds Apart.” The film pairs strangers (who happen to have opposite viewpoints) working together to build a bar, then finding out who they have really been talking to. It’s time to be open-minded, listen, and talk about differences.

There are three key factors for viral video success:

  1. Reaching the tastemakers.
  2. Building a community of participation.
  3. Creating unexpectedness in the video.

Regardless of the type of product or service, the country of origin, or the importance of the message, what matters is reaching the audience in a way the both entertains and informs. It might be YouTube, and more often now, it’s on Facebook and other social media. Check out this week’s top videos and discuss what makes them “go viral.”

Group Activities and Discussion Questions:

  1. Bring up a recent Ad Age’s weekly Viral Video chart: http://adage.com/article/the-viral-video-chart/viral-video-chart-5-1-17/308885/
  2. How effective is each video at getting the company’s brand and message across to viewers?
  3. In teams, have students design a viral video for a product of their choosing. What are the elements that are needed to go viral?

Source:  Advertising Age

Leave a comment

Filed under Classroom Activities

The Power of Packaging

Do you use packaging to help determine the quality and value of a product? If so, you are not alone. In marketing, we discuss the four Ps – product, price, place, and promotion. In reality of course, there are more than just four – a powerful fifth P is “packaging.” Packaging has the power to guide and influence consumer behavior. A creative package has the ability to totally change how a consumer perceives a product. Case in point: Suave.

Suave’s mission was to get beauty bloggers to try – and love – Suave’s low-cost shampoo. But instead of telling the bloggers it was Suave, the company repackaged and renamed the product “evaus.”  (Suave spelled backwards.) The beauty bloggers were then sent the new product and asked to use it for two weeks. Their responses were overwhelmingly positive. When the bloggers later attended an event in New York, it was revealed to them that they were using Suave, and not a premium-priced shampoo.

The subterfuge helps the company position itself for price-conscious millennial women. It also reinforces the notion that we can’t judge a book by its cover, or a shampoo by its bottle.

Group Activities and Discussion Questions:

  1. Discuss the role that packaging plays in marketing a product.
  2. Show the Suave case: https://secure.suave.com/campaigns/trying-is-believing/
  3. Divide students into teams. Have each team identify at least three products with packaging they like, and another three products with poor packaging.
  4. How does packaging influence perception about the product and quality?
  5. Next, assign each team a common household product and have them design new packaging.
  6. Debrief the exercise by showing the packaging and asking for responses.

Source: Brandchannel.com   

 

Leave a comment

Filed under Classroom Activities

Smash Rooms!

smash

Have you ever wanted to smash something? I mean, really, really smash something to bits with a sledgehammer or bat and feel the tension and anger flow out of your body. If you’ve felt that, you’re not alone, and in places in Dallas, Toronto, Houston, Niagara Falls, and Australia there are companies that specialize in letting you smash items to smithereens.

One company, Anger Room in Dallas, started in the owner’s garage where friends smashed objects for $5 while music played. Word quickly spread about the new stress-relief option and the owner got so many calls that a four-month wait list developed. Eventually, a location was rented in downtown Dallas and the business took off.

For $25, customers get five minutes to smash furniture, computers, printers, alarm clocks, glasses, and other breakables. Custom set-ups are also available for $500. One notable example – a fake retail store including clothing, racks, and all.

Customers are outfitted with safety gear and get to choose their weapon of destruction. Once a sound track is selected, let the hammers fly!

Group Activities and Discussion Questions:

  1. Discuss the various promotional tactics that can be used for launching a new business.
  2. Have students come up with tactics and list all the tactics on the white board (ex: billboards, print, direct mail, etc.).
  3. Show the Anger Room Web site: http://www.angerroom.com/
  4. Another company is The Rage Room: http://www.battlesports.ca/rage-room/
  5. Divide students into groups to work on this exercise.
  6. For Anger Room, have each team select three different tactics. For each tactic, explain why it was selected and how it will be used.
  7. Debrief by putting together the entire suggested lists on the white board. As a final step, have the entire class vote on the top three tactics to use.

Source: New York Times

Leave a comment

Filed under Classroom Activities