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Halloween – A Great Time for Marketing Campaigns

Posted on October 26, 2012 9:00 am by EmilyL Comment

Every year around this time, there is a huge boost in candy sales due to a very important upcoming event– trick-or-treat night. And as such, many candy companies are focusing their current marketing campaigns towards Halloween themes. Many adults are also getting into the spirit of things. According to the National Retail Federation, 36% of adults are hosting or attending a Halloween party, which is an increase of 11% since 2005. Because Halloween is a very universal holiday, candy companies are using this time of year to increase marketing tactics and offer their products to a wide range of customers.

The candy bar Snickers, produced by the Mars brand, is advertised in a new commercial that makes a joke of a traditional Halloween character – the headless horseman. Not only is the commercial clever and funny, but it appeals to both kids (who are featured in the commercial) but to their parents as well who know and love this particular candy bar. Mars is ranked behind candy leader Hershey in terms of the share of the chocolate candy market. Mars currently has a 37.9% share while Hershey has a 43.3% share.

On the other hand, Hershey is introducing 10 new Halloween themed products this year. One of which is a new twist on an old classic, the Cadbury Crème Egg. Popular at Easter with its white crème filling, the new Halloween egg features an almost creepy green colored filling. Besides Halloween products, Hershey is marketing to an even larger audience by using packaging that focuses on using fall colors and graphics such as yellows, oranges, and browns instead of just orange and black. This particular strategy allows Hershey to sell its products at full price way past Halloween, as opposed to competitors who are forced to steeply mark down their Halloween-themed candy products as soon as the holiday has passed.

Whether you purchase products with a fall or a Halloween theme, you can be assured that both are a very festive and great way to celebrate this time of year.

This entry was posted in Advertising, Branding, Marketing - General, Marketing News, TU-AMA and tagged Advertising, AMA, Branding, candy, chocolate, fall, festive, Halloween, hershey, marketing, mars, snickers, Temple. Bookmark the permalink.
Mercedes-Benz: Appealing to Audiences Who Love Golf, Fashion, or Football.

Posted on October 19, 2012 9:00 am by EmilyL Comment

What do you get when you mix Mercedes-Benz and a prestigious golf tournament? A hole in one, literally. Using its new marketing tactics, the luxury car company hoped to earn new customers through strategically placing its cars amidst the well known Ryder Cup tournament. It is also important to note that Mercedes-Benz has been the “official patron” of the PGA since 2009. With over 230,000 people attending and a massive television audience, Mercedes eagerly reached its target audience. The typical Mercedes customer is married, male, middle-aged, and has a household income of over $185,000. These demographics also readily describe the typical golf player and tournament watcher. The National Golf Foundation also discovered through a survey that 47% of golf players intend to purchase a car in the next year, and more than one quarter had paid over $40,000 for their last vehicle.

In order to attract customers at the Ryder Cup at Medinah Country Club, Mercedes-Benz strategically placed an interactive fan area in the midst of all the golf-related activities where over 40,000 people were expected to visit. The major attraction in this fan area? The hole in one challenge, where golf fans can try their hand at achieving a hole in one at the 16^th hole on the Medinah No. 1 golf course. The odds? Around 12,000-to-1 on this 150-yard par 3 hole. The prize? A brand new 2013 Mercedes-Benz GLK 350. Unfortunately, no one has won this challenge yet at any golf event hosted by Mercedes-Benz, but it has given the company major feedback about its brand and valuable marketing data.

Watch a video of the hole in one challenge here:

Not only does Mercedes-Benz patronize the golf crowd, but it focuses its sponsorship on other prestigious events as well. These include tennis, New York’s Fashion Week, and a brand new deal that will aim its vehicles toward football fans. Football, on first glance, may not seem to appeal to the more preppy crowd that enjoys tennis, golf, and fashion. But, Mercedes aims to cover new demographics by targeting their cars towards NFL fans through a $50 million dollar deal to the naming rights of the Superdome in New Orleans. One thing is for certain, if you are a fan of any of these sports or a fashion fiend, you are sure to see a Mercedes-Benz commercial or interactive area at an event in the very near future.

Read the rest of the article here.

This entry was posted in Advertising, Branding, Marketing - General, Marketing News, TU-AMA and tagged AMA, Branding, cars, Fashion, football, golf, marketing, Mercedes, Mercedes-Benz, Ryder Cup, Temple. Bookmark the permalink.
Gangnam Style Re-Created- Temple AMA STYLE

Posted on October 16, 2012 9:33 am by bethbauer Comment

This entry was posted in Advertising, Branding, Fox School, Marketing News, TU-AMA and tagged AMA, AMA Style, Comedy, funny, Gangnam Style, marketing, Promo, Spoof, Temple, temple university, TU-AMA. Bookmark the permalink.
Is it really the end of the world? Or has guerrilla marketing struck again?

Posted on October 5, 2012 9:00 am by EmilyL Comment

The Zombie Apocalypse is upon us. At the end of August, hoards of “zombies” with their rotting flesh, deadpan faces, and blank stares laid their siege upon the streets of New York City. Is the end of the world actually upon us or is this really a brilliant publicity stunt? Those of you with apocalyptophobia have nothing to fear; the end of the world isn’t coming anytime soon. I also don’t mean to disappoint any zombie enthusiasts out there, but the Zombie Apocalypse was actually a brilliant marketing campaign created by AMC. An incredibly popular TV show, The Walking Dead, was cut from Direct TV due to a contract between AMC and Dish Network that has not been renewed. By using guerrilla marketing to grab people’s attention, AMC set its zombies loose to make a statement and to try to garner even more support for the already popular TV show. You must watch the video below and witness guerrilla marketing at its finest. So the next time you see a zombie on the street, dressed in police uniform or carrying a stretcher, do not be alarmed… it is merely just the work of brilliant minds at AMC.

This entry was posted in Advertising, Branding, Marketing - General, Marketing News, TU-AMA and tagged AMA, AMC, guerrilla, marketing, Temple, TU, walking dead, zombies. Bookmark the permalink.
Diet Coke Chic.

Posted on September 28, 2012 9:00 am by EmilyL Comment

Soda Can Be Fashionable

I personally consider myself to be a fashionable young woman who keeps up with current trends. Whenever I get thirsty for a cold soda, my drink of choice tends to be a Diet Coke. At the moment I am very much appreciating the Coca Cola Company’s current marketing campaign whose purpose is to make the already well-loved soda to become even more fashionable. Upon a quick check of the Diet Coke Facebook page, fans of the soda are greeted with pictures of the drink being used in creative and trendy ways especially through the use of Instagram photos. This campaign comes at the perfect time to support New York Fashion Week which took place about two weeks ago. Here, a t-shirt to advertise Diet Coke designed by Gustavo Alonso was featured. This shirt, which is another great marketing strategy for Diet Coke, will soon be available at Target. With a tagline like “Diet Coke chic” it’s obvious who the Coca Cola Company intends to be the target market for Diet Coke products.

This entry was posted in Advertising, Branding, Marketing - General, TU-AMA and tagged Advertising, AMA, Diet Coke, Fashion, marketing, Style, Temple, Trends. Bookmark the permalink.
Welcome Back to Reality!

Posted on August 29, 2012 4:32 pm by bethbauer Comment

Brush off those summer cob webs and knock the sand out of your ear because beach days are behind us. It’s tough getting back into the swing of things once you’ve had a glorious break but now it’s time to hit the books the remember why you loved marketing so much!

What was the AMA doing while you were relaxing? Well, Nate Rosen, Erin Culp and myself, Bethany Bauer, presented to some incoming freshman who were Marketing Majors.

The topic that was focused on was personal branding. This pertains to more than just Freshmen, we all personally brand ourselves as we go through our employment and academic lives. So what kind of brand are you portraying to a potential employer? Is is Quality work ethics and real marketing experience? Or are you sending a different message, one that reads “I didn’t really care about my past 4 years at Temple University, but I have lots of drunk Facebook pictures, woo hoo!”

Always be conscious of your personal brand image and seek to enhance it as often as possible! How can you enhance it? By joining SPO (Student Professional Organizations), by being active on campus in these organizations and by seeking to differentiate your degree by gaining real life Marketing experience with AMA. The American Marketing Association here at Temple University offers committee involvement and networking opportunities that will benefit you. Take advantage of the opportunity before it’s too late!

This entry was posted in Advertising, Fox School, Marketing - General, Marketing News, TU-AMA and tagged AMA, Bethany Bauer, Erin Culp, Freshmen orientation, LLC students, marketing, Nate Rosen, Personal Branding, Promotion, Temple. Bookmark the permalink.
Monday Night Music Video Gets Jiggy Wit It

Posted on January 23, 2012 9:18 pm by mwaz77 Comment

It’s been awhile since the last Monday Night Music Video and I know everyone has missed it greatly. Syllabus week is now over and school work will slowly (or rapidly) start to increase as we approach February. With that being said everyone needs to take a break on this rainy Monday and enjoy the first music video of this semester, by none other than the Philly native…Will Smith. Enjoy!

This entry was posted in Monday Night Music Video and tagged AMA, getting jiggy wit it, Monday Night Music Video, Music, spring semester, Temple, will smith. Bookmark the permalink.
Playing Dirty in the Business World

Posted on December 2, 2011 9:10 am by bethbauer Comment

So you want to be smart in the business world? They say a company is only as smart as their competition so what happens when people get creative with getting the edge? Well this is the result of some clever corporate trickery:

1. When Security Pacific Bank merged with Bank of America many Security Pacific branches were closed. First Interstate Bank rented trucks and parked them in the lots of the branches that were closing. Then First Interstate employees in those trucks then helped people open new accounts as there were leaving the banks.

2. In 1986 British Airways ran a promotion to give away 5,200 seats for travel on June 10th. Virgin Atlantic Airways ran ads that said, “ It has always been Virgin’s policy to encourage you to fly to London for as little as possible. So on June 10 we encourage you to fly British Airways.” The British Airways promotion generated a lot of news coverage, but most of Continue reading →

This entry was posted in Advertising, Branding, Marketing - General, Marketing News, TU-AMA and tagged AMA, Competition, marketing, stories, Temple. Bookmark the permalink.
10 Best Funny Marketing Screw Ups

Posted on November 17, 2011 10:24 am by bethbauer 4 Comments

While surfing through articles I came across some hilarious examples of what not to do. So learn from the mistakes of others and before settling on an ad campaign and even if you are working for a business that is small and only on American soil, take into account that once that company grows they may want to expand internationally. It’s always good to be resourceful and think ahead before you are kicking yourself all the way back to the drawing board.

1. Coors put its slogan, “Turn it loose,” into Spanish, where it was
read as “Suffer from diarrhea.”

2. Scandinavian vacuum manufacturer Electrolux used the following in an American campaign: “Nothing sucks like an Electrolux.”

3. Clairol introduced the “Mist Stick”, a curling iron, into Germany
only to find out that “mist” is slang for manure.

4. When Gerber started selling baby food in Africa, they used the same
packaging as in the U.S., with the beautiful Caucasian baby on the
label. Later they learned that in Africa, companies routinely put pictures on the label of what’s inside, since most people can’t read.

5. Colgate introduced a toothpaste in France called “Cue”, the name of a notorious pornographic magazine.

6. An American T-shirt maker in Miami printed shirts for the Spanish
market which promoted the Pope’s visit. Instead of “I saw the Pope” (el Papa), the shirts read “I saw the Continue reading →

This entry was posted in Advertising, Marketing - General, Marketing News, School, TU-AMA, What's Good Wednesday and tagged Advertising, AMA, Blog, Funny Marketing, language, marketing, Temple. Bookmark the permalink.
Monday Night Music Video: Headlines

Posted on November 14, 2011 8:22 pm by mwaz77 Comment

It’s been a long day but the frustrating part is that its not even close to over. You have been up since 7 and won’t be sleeping again until 3. Papers need to get finished and midterms studied for, not to mention that accounting assignment that’s due Wednesday. Don’t worry though, take a deep breath, put down your pen and watch the Monday Night Music Video!

This entry was posted in Advertising, Branding, Marketing - General, Marketing News, Monday Night Music Video, School, TU-AMA and tagged AMA, drake, headlines, Monday Night Music Video, study break, Temple. Bookmark the permalink.