We have posted earlier on Hyundai’s award-winning marketing program from 2009. For an update, see this NPR story “A Year After Program, Under 100 Hyundais Returned.”
This neat little article might work well as you teach chapter 2 — and need relevant examples of marketing opportunities. Many of us in the U.S. (and our students) can relate to an unusually cold winter. Some brands see this as an opportunity — and not only makers of coats, gloves, and snow shovels. In this article “Marketers Make Most of Falling Mercury” (AdAge, January 11, 2010 – sorry subscription required, so I am providing a longer post than usual to give you some ideas. If you don’t subscribe, you might be able to find the article through your library database.)
- Campbell’s Soup increases radio advertising in cities with miserable weather,
- Online retailer Zappo’s promotes coats and boots more often,
- Snuggie reported shortages of their blankets with arms and legs — so it cut back on promotion activities,
- Sales of Ugg boots and electric blankets jumped, too.
At a local level, you can read about what New Orleans businesses are doing in response to the cold spell “Cold snap creates business opportunities for some,” in the New Orleans Business News, January 8, 2010.
Telemarketing tends to get a bad rap. Yes, I have added myself to the “no call” list to keep my dinner hour undisturbed less disturbed. But for B2B, well run telemarketing programs can be a key part of a strategy. When the right customers are targeted, the business buyers are happy to talk to a supplier. And for sellers, telemarketing (or inside sales) can be an efficient and effective method to generate leads for an outside sales force or close sales and service smaller customers. This article, “Case Study: Hewlett-Packard division uses outbound telemarketing for lead generation” (BtoB, January 4, 2010) provides an example of the success HP is having with such a program.
In Basic Marketing chapter 20 looks at cross-functional issues in marketing — “Marketing’s Link with Other Functional Areas.” Note: the cross-functional chapter is not in Essentials of Marketing. This video looks at Mama’s Kitchen, a non-profit that functions as a business incubator in Los Angeles. This might supplement a chapter 20 lecture with an interesting example of production. If you like to talk about small businesses in your class, you might find the video useful, too. Link to the video: “Build a Business in ‘Mama’s’ Kitchen” (CNN Money, January 11, 2010).
I have to agree with Paul Williams over at MarketingProfs this “Mini Cooper Ad Fires on All Cylinders.” It certainly grabs people’s attention and generates interest. The ad also achieves the objective of developing the brand’s positioning. Just another great example of the fine advertising and promotion work we are used to seeing from Mini Cooper. Note, if you wanted to show this in class, you could right click on the image, copy it, then paste it into a PowerPoint.