Wednesday, November 12, 2008

Marketing Musings: A New Take on the Prescription Pad: Marketing as Utility

Mass marketing still works for awareness, IF you have enough money. Obama’s 30 minute infomercial the week before the election cost in excess of $5 million, just for the airtime. If like most businesses, your market is a lot smaller than that, you need to reach out and engage this audience and “utilities” are a great way to do this. Nothing magical here, drug companies have been handing out pens and prescription pads for decades. The question is, how are you putting tools (functional, educational or entertaining) in your customer’s hands so they reach out and touch you everyday?

Oakley just released a very cool iPhone application. They are probably paying Surfline for content and offering it to surfers free. Brilliant. Simple. It is like having a billboard in front of the surf community as they check the waves from the shore, only it is interactive, you can put a new billboard up whenever you feel like it and be sure that it will be relevant to 100% of the audience.

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