Zagg (Experiential/Sampling Case Study)

Zagg wanted to capitalize on the launch of the new iPhone 3G to promote its invisibleSHIELD product and in turn, called on MINDWISE to create and execute a 5-market nationwide sampling campaign.

The top 2 apple stores in each New York, San Francisco, Atlanta, Chicago, Denver markets were selected as sampling and demo sites to show thousands of people in line waiting to buy the iPhone, how the invisibleSHIELD product looks, works and acts. In addition to product demos, MINDWISE created interactive competitions for new iPhone shields like “text olympics”, “text spelling bees” and more.

Giveaways, online coupon codes, bulky case mascot, mobile message marketing and picketing signs supported the campaign.

Mother Knows Best

“Economic downturn,” it’s a phrase we’re totally sick of hearing, but maybe instead of trying to pretend it’s not there, we should stop and pay attention.  We’ve heard that somehow we can make lemonade with these recession lemons.  How? Let’s start with mom’s.  There’s a really great article that explains how to market to recession moms. (http://promomagazine.com/retail/news/marketing-recession-tips-0428/index.html)  Really it seems as though experiential marketing, sampling, guerrilla marketing, etc. may be the way to go with these newly created prudent shoppers.  We’re seeing less and less of the spontaneous, spur-of-the-moment shoppers and more and more of the wise, cautious shoppers.  This is why experiential marketing is key.  Shoppers need to be able to try the products first-hand now.  Also, they’ll need to understand how this product is worthwhile financially.  The shopaholics’ days are numbered.

Have you heard of the new human race, mommy bloggers?  You may even have one living and breathing in your home.  Not only that, but their population is exploding.  Tropicana’s decided to accommodate this new market by creating an online digital kitchen specifically for these tech-savvy mommas. http://www.blogher.com/groups/juice It’s a great form of viral marketing that allows women to share their kitchen, health, and whatever other secrets they’ve learned about woman-living.

If you’re doubting the kind of pull that these online moms have, just read about the Johnson & Johnson Motrin video ad that was taken off the internet within an hour due to mother’s complaints. (http://bigfatmarketingblog.com/2008/11/19/mothers-brigade-on-the-march/)  How many of us listen to our mothers?  Now mom’s have found a voice like never before, which can mean great and terrible things for business.  We just have to get the moms on our side.

Who says this is Guerrilla Marketing?

I just read an article in AAAA Smartbrief (an Adweek article) with the headline of: T.J. Maxx, Marshalls team up for TV, guerilla effort

So as we specialize in Guerrilla Marketing, I naturally gave it a read. After chuckling at the classification of Guerrilla Marketing, I thought I'd offer my 2 cents.  Although I agree the platform and message are creative, labeling this as "Guerrilla Marketing" seems a little too far fetched. Let's call this what it is: Outdoor. (Out of Home even) It seems with all the buzz about Guerrilla Marketing, many brands, agencies and others want to jump in the sandbox and start playing...although they don't really know the rules.

Here's a few suggestions on what we would have done: What if they had this same group of women "intervene" with real shoppers on the streets of these large cities, with Marshalls and T.J. Maxx shopping bags...directing shoppers to stores with promotions, coupons and special offers. And how about static displays of these same women- only this time as mannequins, in public areas sporting the shopping bags and directional messaging...and what about teaming up with non-competing businesses to lease their window displays (live mannequins?) all promoting the "intervene" theme...now THAT would be Guerrilla Marketing.

read the article here.

Guerrilla Marketing? Not Quite.

I just read an article in the Salt Lake Tribune about Microsoft's new ad campaign. You can read the article here

I personally use a Mac and love all Apple products.  But...I also think this is a good  ad campaign. My problem with this isn't the campaign overall, its the misleading headline proclaiming this as "Guerrilla Marketing". Um....not quite. A multi million budget, traditional mediums-sniff. Smells like traditional. 

Its funny when everyone wants to play the "Guerrilla Marketing" card and are not willing to invest the time, resources or creativity needed to pull it off. Call us next time. 

The Mtn. partners with MINDWISE for “Mtn Mayhem” during the Mountain West Conference Basketball Championships

Company to develop and execute a series of interactive activities for fans before, during and  after games.

DRAPER, UTAH –March 2009 – MINDWISE, a Utah-based experiential and live event marketing agency announced it has been hired by The Mtn.- The MountainWest Sports Network- to develop and execute “Mtn. Mayhem” - a promotional event during this year’s Conoco Mountain West Conference Basketball Championships- held March 11-14 in Las Vegas, Nevada. 

“The Mtn. frequently offers Mountain West Conference fans the opportunity to win great prizes during the course of the year, from branded merchandise to high-definition televisions” said Pam Stinson, Director of Marketing for The Mtn.  “Mtn. Mayhem is going to be a fun promotion for fans to participate in on their way into the Thomas & Mack Center before the game and on their way home afterwards.”

“We’re thrilled to team up with The Mtn. for this promotion” said Trevor James, Partner-MINDWISE. “Our goal is to provide an unparalleled fan experience on behalf of the Mtn. Network, it should be an exciting week.”

As part of the promotion, fans attending the tournament can experience Mtn. Mayhem, March 11 – 14 outside the main entrance of the Thomas & Mack Center. Beginning 90 minutes prior to the first game of the day and continuing through the last game of the day, attendees can participate in three interactive games and activities based on some of the network’s original programming including “It’s a Numbers Game”, “Mountain View” and “On Campus Cam”.

About MINDWISE:

MINDWISE provides the opportunity to touch, taste, feel and experience a client’s brand- creating a more enduring impression than traditional media alone.  Through channels such as custom promotions, events, sampling, sponsorships, partnerships, and guerrilla marketing MINDWISE will engage, interact and inspire!

About The Mtn.:

The MountainWest Sports Network – The Mtn. – premiered on September 1, 2006 as the first network dedicated to a college athletic conference - the Division I Mountain West Conference (MWC).  The Mtn. annually covers more than 200 collegiate sporting events, including football, basketball, Olympic sports, and conference championship coverage.  The Mtn. also provides news programming, coaches’ shows, pre and post game analysis and feature programming about MWC athletics.  The Mtn. is jointly owned by Comcast and CBS College Sports Network.  For more information, visit www.themtn.tv.