One nice thing about those category lists over in that right hand column — I can see areas that need more coverage — like B2B. It is much easier to find articles about consumer marketing. This blog post, “B2B Social Media Marketing: Branding or Lead Generation?” from the Modern B2B Marketing blog is a short post that looks at the changing buyer and evolving market trends with respect to media. There is growing interest in social media among B2B firms.
Best Buy is one of the most innovative retailers around in its use of social media. They are always experimenting. In “What Best Buy Learned About Service as Marketing and Empowering Employees“AdAge, November 24, 2009 (subscription may be required), we hear how the company has found a creative way to use Twitter. I still question the value of Twitter to most marketers — I guess it depends on your target market. What do you think about Twitter? Should marketers be using it?
This is the viral army of 2,200 Best Buy employees who answer questions and solve customer problems via the customer-care channel we know as Twitter. Self described as “a collective force of Best Buy tech pros offering tech advice in Tweet form,” the program has nearly 15,000 “followers” and it’s growing. Think Apple Genius Bar but without the physical counter.
I really like this Toyota commercial. It is entertaining but also makes a clear point about Toyota’s hybrid engines. The ad simplifies and demonstrates benefits for a pretty complex topic. It would make a great complement to the very popular video case on the Toyota Prius (in our books’ video package). The video goes well in the Product chapters. After showing the video, which describes new product development for the Prius, a professor might ask how this product could be advertised. After some discussion, the ad below might be shown.
These videos are hilarious — maybe more so for married men and women than for most of our students. So maybe it will work better for those of you with nontraditional students. The original “Beware of the Doghouse” viral video was popular last holiday season and so JC Penney created a new version “Back to the Doghouse” with new twists (see “JC Penney’s ‘Doghouse’ Lives to Bark Another Season,” Brandweek, November 20, 2009).
More and more companies are using the courts to challenge competitors advertising claims. This three minute video (link only – the NYT doesn’t let you embed videos in blogs) would be great to include in a discussion of comparative advertising or legal issues for advertising. Some good examples and an informative discussion are included as well. There is a related article, “Best Soup Ever? Suits Over Ads Demand Proof” (New York Times, November 21, 2009) for more background.