Finding your target audience – the Jim Beam lesson

By Dan Lavie / October 10, 2011

Jim Beam launched its Red Stag in 2009. This black-cherry infused bourbon was aimed at the male market. The company opted for a strong masculine product name and enlisted rapper Kid Rock to promote it. Much to the company’s surprise, the drink was a hit with women. Female drinkers appreciated the sweeter taste compared to regular bourbon. Jim Beam began to investigate. As its global chief marketing officer Kevin George stated: “We wanted to understand the emotional reasons why women…

Marketing your Error 404 page – how to handle it

By Dan Lavie / October 4, 2011

Your corporate website will sometimes show an Error 404 page to your website visitors. There are several reasons why this occurs: The URL written in the Address Bar may have incorrectly been written. The link to the page may be broken. The page may have been moved to another site. From a marketing aspect, the Error 404 page offers an opportunity to engage the visitor. Having a good Error 404 page may even be as important as having great web…

How Spirit Airlines uses Weinergate for it Marketing

By Dan Lavie / June 9, 2011

Spirit Airlines is known for its non-traditional marketing. Even before social media took off for promotion, Spirit made it a habit to leverage controversial trends (MUFF, MILF) and scandals (Tiger Woods) to advertise its low fares. The current Anthony Weiner scandal (dubbed “Weinergate” by the media) fits nicely into Spirit’s marketing strategy. On Tuesday, June 7, Spirit Airlines sent an email to its customers containing the following sales promotion: “Check out our Weiner Sale boasting fares just too hard to…

Article Marketing

By Dan Lavie / February 8, 2010

One of the best ways to promote a company is with opinion articles. Many magazines (online and hard copy) welcome well-written articles. These articles should not be biased though – nobody wants to read a (blatant) sales pitch. As marketing professions will tell you – educating your target audience/potential customers is an effective marketing strategy. Before starting to write, identify the target audience. Who are the readers of the magazine you want to send the article to? What are their…

Article Marketing

By Dan Lavie / December 20, 2009

One of the best ways to promote a company is with opinion articles. Many magazines (online and print) welcome well-written articles. These articles should not be biased though – nobody wants to read a (blatant) sales pitch. As marketing professions will tell you – educating your target audience/potential customers is an effective marketing strategy. Before starting to write, identify the target audience. Who are the readers of the magazine you want to send the article to? What are their interests?…

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