If you build it, they will come. Without marketing, a business cannot survive and if you are ignoring online marketing then soon, it will be buried under the ground. But you need to make sure that this time your marketing plan needs to be unique, awesome and innovative. There are many diverse ways in which businesses have marketed their product online.
Market with a Tagline- It Works Like Magic?
Did you ever notice why everyone prefers Hotmail over yahoo or Google or any other emailing services? No, you never thought about it. What is so cool about hotmail that everyone goes crazy and wants an account on it? The real magic lies in the Tagline, “Hotmail: Free, trusted and rich email service. Get it now.”
‘Free’, ‘trusted’ and ‘rich’. A perfect combination of three words which pulls the reader in and unconsciously makes him do as it orders ‘Get it now’. Hotmail was launched in 1996, and back then it grew rapidly. It was one of the very first webmail providers with killer marketing idea. This idea was none other than the tagline itself. No extra finances required on marketing, whenever an email was sent the tagline automatically informed the people that they were receiving it from a ‘Free’, ‘trusted’ and ‘rich’ webmail service, and the action which followed was ‘Get it now’.
But on the other hand, not everyone wanted to advertise hotmail. There were people in businesses who abandoned the free webmail service due to the tagline which went everywhere with every message.
Market through a College Project- Where Intel and Sony Combine
Sony, a huge brand, needs absolutely no introduction. But at the same time, it requires giant marketing strategies for its every product. Because its competition is with giants like itself. And in order to target a certain age group, the marketing strategies should be relevant. Because this is called innovation in marketing. With the growing number of tech companies introducing their products in the market every day, it becomes definitely difficult and challenging for every product available, to prove that yes, it is the best. But Sony did it again.
It was in April that they created ‘the Rocket Project’. Eight young students were chosen and provided with Sony VAIO CW series laptops to design and build a high power rocket. They created a Rocket which was about 25 feet tall and weighed over 500 pounds. It was made capable of reaching the stratosphere. The project showcased the amazing capability of both the Intel chip and the Sony VAIO laptop. Recently, the rocket was successfully launched in the air (after a slight delay of few weeks).
The students gained an amazing learning experience and are now termed as rocket scientists. Today, it is believed, that Sony VAIO has more computing power than the first rocket to reach the moon. The marketing strategy which was taken up by Sony and Intel has had an amazing outcome where many students are ran off to buy Sony VAIO, in a hope that one day they might also built something as amazing as a rocket.
Each and every part of the project was recorded. Videos of the project on various blogs and websites showcased an amazing outcome. These videos are a proof f their success and are used to market and advertise both the Intel chip and the Sony VAIO CW series laptops. When we talk about videos the marketing strategy applied by Sony here was also used by the company in advertising for Sony Bravia (which we covered recently).
The Sony Balls Bouncing Down The Road.
The bloggers and other such enthusiasts made videos of the advert in which Sony used 25,000 colorful bouncing balls jumping down the streets of San Francisco. The videos were than rapidly shared on the internet and Bravia received remarkable advertisement.
The bloggers were given mini Bravia TV in return, so that they can film it contentedly and place the video on their blogs. Samsung LCD TV was ranking top on the web right before Sony advert was launched. But allowing social media bloggers on the set, allowing them to film it and allowing them to upload the advert in any downloadable format, Sony‘s ball did win the race. That is when Sony claimed the top ranking on every search bar with its Bravia advert. And Samsung died a sudden death on the search bar.
Amazingly, each appointed an entirely different approach, but at the end of the day they were amazingly successful in their way of marketing.
Hotmail with its tagline, Intel and Sony targeted a certain age group through The Rocket Science Project and Sony Bravia went viral through bloggers. Because these are the times when you need to know who exactly you wish to target and which would be the most effective way to reach out to your audience.