Beats by Dre
“People aren’t hearing all the music.”
Beats electronics founded in 2006 by legendary producer Andre Young, known as Dr. Dre and Jimmy Iovine. The company slogan is “People aren’t hearing all the music.”Beats family (products) includes headphones, ear buds, speakers and beats music.
In a social context, whoever wears or owns any Beats products are seen as a fashionable, flashy music enthusiast. Beats products are considered fun, trendy, good quality and high-performance products.
In the marketing world, Beats is known for its compelling campaigns and creative marketing strategies. Beats uses its product a certain image which allows the consumers to interact with their products. Beats use an image of quality and style of their product to attract desire. By making their products “cool” and trendy, as one of the strategies that make Beats stand out.
Strategy
It is unusual to see headphones or audio equipment advertising because many companies in this industry relied on the retailer’s recommendation to their clients.
Celebrity Influencers
Beats uses celebrity influencers in their campaigns (musicians, athletes, actors), they believe young people might idolize them. Below are the examples of celebrity influencers:
- JustBeats Solo by Justin Bieber
- Heartbeats by Lady Gaga
- PowerBeats by LeBron James
Compelling Campaigns/Visual Branding
Ambush Marketing
During World Cup 2014 and summer Olympics in London 2012, Beats used ambush marketing to capture their customers. To get its message across at the Olympics, Beats sent every athlete a pair of Beats headphones. Beats was also banned by FIFA at the World Cup 2014 and players from all 32 teams. Sony was the official sponsor. This generated a lot of buzz for Beats and although Sony sent free headphones to every team, players stuck with Beats. Just because the Beats was not the official sponsor, it did not stop them from spreading its message and have a presence. Beats is a fearless brand and it turned a negative situation into an opportunity. Beats used this Ad below:
Emotion
Beats uses emotions in most of their campaigns. For instance, “Hear What you Want” campaign, it uses real stories from athletes. Emotions play a huge role in marketing, and an effective way to connect with your audience/customers. Other companies like Dove have also used this strategy. Even if your product or brand is not emotional, it is important to implement a story that will connect with your consumers.
Beats remain authentic while they take risks, think outside the box and using an emotional feel to their products to boost their brand.
Social Responsibility
Beats by Dre fights for an Aids-free generation by creating (RED) merchandising. Beats contributes $5 from each Solo2 (PRODUCT) RED Special Edition. In addition, $17 from every purchase of Beats Loves (RED) Special Edition T-shirt.
Apple acquired beats music & beats electronics for $3.2 billion. Bingo!
Email Marketing
Email marketing is still one of the most effective marketing tactic. A research by Experian states that $1 invested in email marketing initiatives still yields roughly $44.25 return for marketers. Email marketing has the ability to create leads because most consumers find comfort with email marketing. When it arrives to lead generating, it is significant for marketers to decide their lead. For instance, your goal might be for consumer to fill out a form on your website or to download an e-book or an invite to attend a webinar.
I decided to check all the emails I receive on various accounts. I actually have many promotional emails are shopping related, mostly from shops I visited or made a purchase. These e-mails are personalized for me and the call to action is either to visit the site for a deal or to view my cart. Some shopping emails have the same pattern for mobile and desktop, but mostly the invention is different on mobile. The placement of the images is arranged narrow compared to desktop. I realized many emails have auto-downloaded images and the call to action is very clear.
Most of the marketing emails I receive on my NYU email are about digital marketing. For instance, free webinars, networking events and job recommendations.
The call to action of these emails is either to subscribe, apply or RSVP for an event and subject lines are very precise. The integration of social media networks on these emails is very crucial for my action as a consumer.
Email marketing is not the prettiest marketing tactic, but it is nevertheless one of the most efficient in acquiring leads efficiently. As a marketer, it is important to implement these steps: engaging subject line, relevant images, call to action, follow-up steps, integrate social links, and be concise. If you take these steps you will see an amazing lead engagement.
Mobile
Mobile marketing is rapidly growing and is becoming essential for any business. Mobile drives business growth and closer to consumer engagement. Consumers are changing with technology, they no longer simply go online, and they go on-line on the go.
Mobile is one of the fastest growing industry. Businesses are discovering ways to utilize mobile marketing, and it is very essential for business development. Marketers have enormously started to spend their dollars on mobile. According to eMarketer, in 2010, a mere “2.1% of all digital search ad dollars were spent on mobile devices.” That amount increased 22.1% in 2013 and is expected to exceed 59% by 2017.
In the past week, I decided to track my mobile movements. At beginning, I thought this might be baffling but I soon realized that I do spend some time on my mobile mostly marketing related. On a daily basis, I go over the latest news, trends and sometimes I record my favorite shows through my phone via a mobile App. When it comes to marketing news, I normally share the latest news with my followers on Twitter. Second screen plays a huge part when it fares to certain shows, for example; I tend to tweet when I watch a show called Shark Tank. One thing I realized since I came back from my vacation is that I see a lot of travel/vacation Ads, mainly the places I visited before.
Marketing is increasing becoming proactive with targeting consumer whereabouts. One mobile solution that I believe will definitely change the mobile industry is the ability to find my current needs or emotions instead of behavior targeting, which could sometime not be accurate. For instance, I still get the hotel deals while I am not planning to travel anytime soon. But I believe soon this type of targeting will end.
In Guatemala, a specialty shoe retailer called Meat Pack, uses location data to detect when its customers are in rival’s store in the same area. In return, it then sends offers to the customer’s phone. This shows how the future of mobile is changing. In Bangladesh, there is a computer program evolved by researchers, the program recognizes user’s emotions. The program tracks keystrokes dynamics and analyzes patterns. The future of this wonderful technology is very bright.
Go Mobile, it saves time, money and makes life easier!
Sources: thinkwithgoogle.com
AdAge Marketing Fact Pack
Mobile Marketing Watch
Forbes (http://www.forbes.com/sites/drewhendricks/2014/09/11/5-tips-for-perfecting-mobile-marketing/)
Marketo Blog – My Favorite Blog
The Marketo blog is one of my favorite marketing blog. This blog has so many features and categories to choose from social media to marketing automation as a digital marketer I find that very useful. The blog doesn’t have a lot of comments which is very un-usual for a blog of this magnitude, but most of their articles are shared on social media.
The most intriguing part of this blog is the fact that I can spend hours digging into the archives. On top of the page they have different sections like the new post, featured posts and hot posts. These features give me an option to which section I would like to visit. On the side of the blog, you can see the most shared articles, top articles and how a reader can connect with them on social media.
In addition, they offer podcast with different episodes plus their expertise on free tools and best practices for marketers.
This blog is very informative and as a reader, I feel a connection with the writer. This blog is a perfect example of “simplicity”.
“The art of art, the glory of expression and the sunshine of the light of letters, is simplicity” ~Walt Whitman
Kmart Christmas Ad Airs In September
I watched my first Christmas commercial of the year last week (3 months earlier). The commercial, which features a giant gingerbread man and promotes the company’s layaway program, warns shoppers to not “let the holidays sneak up” on them.
My $0.02
This is a great marketing strategy by Kmart, this means customers can plan ahead of time and spend wisely. Planning well in advance leads to more savings, more creativity, more choices, more flexibility in your schedule that can lead to more generosity. I suppose it also reduces impulse buys, last-minute panics, price gouging and out of stock must haves.
The National Retail Federation says more than 40 percent of holiday shoppers start buying before Halloween. I realize that several retailers have already announced their layaway schemes. I think Costco is one of them, I haven’t been there in a while to confirm this assertion.
http://www.youtube.com/watch?v=HDSz7APFmAk
What do you think of the timing of Kmart’s Christmas ad?
Too soon or just right? or is it great marketing strategy to make customers become more budget conscious?
Carlton Draught – Big Ad Commercial
Carlton Draught, the Australian beer. The Big Ad is a larger than life commercial.
This ad was a genius idea by George Patterson and Partners (Young & Rubicam) of Melbourne, Australia. Big Ad parodies the visual style of battle sequences used in notables movies like Lord of the Rings, the story is about two battle teams. In the end one group looked like a man and the other as a pot of Carlton Draught beer. The ad was catchy, interesting, musical, very dramatic with a touch of humor in it.
This was considered an expensive ad, but it entertained people, and the ad took 7 months to launch. The agency used viral marketing techniques to promote the ad before it was broadcast on television. A half a million people watched the ad on the web. Within 24 hours after release, the “Big Ad” had been downloaded 162,000 times; two weeks later, it had been seen by over one million viewers in 132 countries making it the biggest viral Australian beer launch in history.
The “Big Ad” has since received over 30 awards globally. But it was reported that given its popularity, it didn’t increase the shareholder value to match the hype and popularity.
Enjoy “The Big Ad”
Placebo Effect in Advertising
This A new study suggests that the placebo effect can be invoked by advertisements.
As with all kinds of placebo effects, the placebo effect plays an important role in advertising especially during drug trials. The strongest factor behind the placebo’s in advertising is that it can influence the actual effectiveness of a product.
The expectations play an important role in the placebo effect; companies use the placebo effect in advertising to influence customer buying behavior. For instance, a placebo effect on price, you’ve probably had discovered that many companies sell items at $99.99 instead of $100.00 or at “25 percent off the retail price.
From a scientific standpoint, it’s a positive response which does not derive from the actual ingredients but from the patient’s perception and expectations. These expectations can lead to inappropriate and excessive prescribing. Just as placebo (Latin word) means, “I shall please”
http://io9.com/bizarre-study-shows-that-advertising-improves-effective-992610371
The Marketing Explorer 