Magazine article CRM Magazine

Marketing, the Internet, and Brilliance

Magazine article CRM Magazine

Marketing, the Internet, and Brilliance

Article excerpt

IN KEEPING with the age-old tradition of a new year bringing a fresh start, I'm presenting a great idea that I recently spotted, which may ignite one for your company.

A feature story in CRM magazine's March 2006 issue ("Thinking Outside the Mail(box)" covered several creative, customer-inspired campaign initiatives, one of which from Kao, the maker of Ban deodorant. On its Web site the company asked consumers, "What would you ban?" A marketing observer might have argued that the campaign was a waste of time and resources, as it wouldn't affect sales. But, it did, attracting roughly 50,000 visitors to the site. One source in the article attributes Ban's roughly 16 percent one-year increase in new product sales to this campaign.

So it should have come as no surprise to me that only a couple of days before writing this column I ran across an ad from P&G, the manufacturer of Secret, a deodorant branded as one for women, promoting its shareyoursecret.com campaign. It's simple, and brilliant--it creates a personalized branding experience for women by sparking various feelings (excitement, relief, intimacy, et cetera) through reading other women's "secrets" (in large part anecdotal) and anonymously posting their own. What's remarkable is that these emotions and feelings are attached to something very simple--deodorant.

A quick analysis of why this works reveals several winning elements to the overall formula: It's a clever way of using the Internet as a powerful, cost-effective marketing channel. …

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