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World Wise: Navigating a Global Market with an Eye toward China (BtoB Online)
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Posted: 05/24/2009
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Domestic marketers looking to tap into international markets should set their sights on China. The best place to start? “Leveraging search engines, which drive close to 40% of most suppliers' traffic, is the best way to enter a lot of foreign markets at the moment, and for the best price,” said Marisa Edmund, VP-marketing and communications at Edmund Optics America. China’s gross domestic production (GDP) is projected to grow by 8% this year and new research from Accenture reveals ample opportunity exists for customer-focused U.S. companies. An alarming 55% of companies in China switched vendors last year due to a growing international intolerance for poor customer service.
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Industry:
Marketing, Design, & Interactive Communications,
Telecommunications
Topic:
Marketing Communications
Region:
North America,
Asia Pacific
Audience:
Business to Business
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Wise Foods’s Scan It To Win It Sweepstakes (Promo Magazine)
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Posted: 03/31/2011
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The 2009 launch of Wise Foods’s first sweepstakes generated 37,000 opt-in email addresses to its database. Last year, the company ran the same program during the same time frame and added another 20,000 addresses to its list. "The biggest chunk of our yearly database has come through this one promotion," said Kevin Foltz, marketing manager for Wise Foods. Designed to capture return visitors, this year, the 90-day sweepstakes is being tied to Wise’s 90th birthday celebration. The company promotes the sweeps via its Website and Facebook page, on partner Coupons.com Web pages, through text messages and banner ads and via in-store displays and header cards.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Business Intelligence,
Content Strategy,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Voices From The Crowd: Crowdsourcing May Be Ineffective Tool for Government (Fast Company)
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Posted: 09/02/2010
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Can the rise of crowdsourcing sway public policy? According to a Fast Company article, government should stick to the polls rather than relying on crowdsourcing platforms like IdeaScale, which allows the public to raise its collective voice and vote on ideas from state budgets and federal transparency to health care priorities and education. Government 2.0 crowdsourcing is an ineffective tool because it’s not reflective of the entangled way new public policy is brought to fruition – officials can’t simply tap into public opinion and then implement those ideas into law, no matter how popular they are. The article suggests that “what the government needs isn't more lofty suggestions ("End the income tax!"), but grounded ideas on how to actually get things done in Congress.”
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Industry:
Marketing, Design, & Interactive Communications,
Technology, Consulting, & Professional Services
Topic:
Business Intelligence,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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Video Voyeurs: Nordstrom Rack Previews New Store At Construction Site (Marketing Vox)
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Posted: 06/09/2010
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The Nordstrom Rack at Union Square in New York City generated buzz for the launch of its new store by integrating video screens into the facade of the construction. Peephole boxes offered the chance to preview the store’s up-to-the-minute fashion in 30–90 second looped video displays of models browsing racks of clothes and trying outfits on in a virtual dressing room. Touted as 'fun, provocative and playful,' digital out-of-home (DOOH) campaigns like this extend the reach of marketers looking to connect with consumers in places beyond their living rooms. Other successful DOOH campaigns include interactive exhibits and place-based video networks, reaching an estimated audience of 237.4 million in 2009. One Los Angeles shopping mall provides visitors the experience to transform themselves into Avatar’s blue-skinned Na’vi while video screens in Lego stores prompt reality checks when visitors hold a Lego product box in front of the screen.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Creative & Design,
Experience & Interaction,
Marketing Communications
Region:
North America
Audience:
Business to Business,
Business to Consumer
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Video Girl Barbie Goes Viral (Promo Magazine)
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Posted: 09/30/2010
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In true Barbie fashion, the social girl charged the virtual social world this July to build the buzz for her latest professional stint: videographer. Mattel tapped into social networks Foursquare and Twitter to launch a campaign that criss-crossed the boundaries of traditional marketing. The campaign celebrated the new Video Girl Barbie with a scavenger hunt that had fans scouring San Francisco, Los Angeles, Chicago and New York to locate Barbie’s real whereabouts. The first follower to find the fashion-forward doll in each city won a Barbie Video Girl doll. “We really embraced social media as a marketing platform a year ago as part of a major campaign in support of Barbie’s 50th anniversary,” says Lauren Dougherty, director of Barbie marketing at Mattel. Barbie currently has 17,600 Twitter followers and about 440,000 likes on Facebook—more than 200,000 of those added since January. Future plans include a promotion that puts the camera in the consumers’ hands with user-generated video, as well as introducing other members of Barbie’s entourage, including Ken, onto the social platforms.
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Industry:
Marketing, Design, & Interactive Communications,
Retail & Products
Topic:
Content Strategy,
Creative & Design,
Experience & Interaction,
Marketing Communications,
Technology Implementation
Region:
Global,
North America
Audience:
Business to Consumer,
Peer Groups & Communities
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We cut through the clutter of the web to highlight innovation and forward-thinking. The best stories from leading publications – hand selected and organized to provide you a single point of access.
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