Es agradable cuando la publicidad hace entretenida, diferente, te saca de la monotonía de la calle, y no sólo vemos publicidad impresa que se pierde ante un bombardeo de imágenes.

En este grafico se proponen 5 conceptos de gestión básica para ofrecer soluciones de mejora continua con orientación al cliente

Mas información del porgrama de Excelencia

Posted via email from signal’s posterous

New York went nuts! thanks for the support www.dreemzdenim.com send more pics people!!! Next Tokyo Guerrilla marketing/sticker bombing.

Una muy buena idea, simple, barata y que llama bastante la atención. Espero que no sea trucha.

by Andrew Loos

There is a right way and a wrong way to book talent for a promotional event. Approaching staff fulfillment with the mentality that you can simply place a certain amount of people, for a certain amount of days, in a varied number of markets (or the “filling-in-the-blanks” approach as we sometimes call it) is not only the wrong way, but is also a sure fire way to ruin the incredible brand experience your agency partner has designed.

You must make sure that your promotional staffing supplier is screening potential candidates and talents NOT only for their open availability, but also for their relevant experience around the brand you’re promoting. They must be able to relate, connect, and be the embodiment of the brand you’re promoting while always keeping the target consumers in mind.

Being an ambassador for a brand is simply not enough anymore. In order for your promotional staff to “break through” to the people who need to hear the message the most, they need to deliver their speaking points as an enthusiast, not just as a person wearing a brand’s t-shirt that happened to be available to work that day.

A few questions your promotional staffing partner SHOULD be asking their talent in the screening process:

Does this person look the part? Will he/she be able to relate and communicate with the brand’s target demographic?

Does this talent rep have experience with a brand in this category? For example, if you’re promoting a new rum at nightclubs around the city, does the promotional model you’re placing have relevant nightlife experience? Ask for specific examples.

Is this person comfortable not just with the brand itself, but with the uniform, speaking points and overall experience associated with the event?

Remember, there is nothing eventful about a brand-centric event without the most professional brand-loyal talent. Successful events must have effective promotional staff, and effective staffing is contingent on properly personifying your client’s brand.

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EXPERIENCIAS TOTALES DE EXCELENCIA DE MARCA / BRAND EXCELLENCE

La identidad de la marca, desde la perspectiva de los consumidores, es la base de un buen programa de construcción de marca.

La gestión eficaz de la marca que abarca la personalidad de la marca y la excelencia de las interacciones con los clientes es de vital importancia para alcanzar los objetivos globales de una empresa:

La satisfacción del cliente, su lealtad y la rentabilidad.

Nuestra misión es desarrollar las estrategias eficaces de construcción de marca y su adecuada administración para lograr un valor óptimo para los clientes y con esto conseguir a largo plazo ventajas competitivas.

La mercadotecnia no crea “LA MARCA”.

“LA MARCA” , “TU MARCA” es creada por la experiencia total que los clientes tienen con TU empresa.

Es claro que a menudo esta experiencia comienza con una impresión de mercadotecnia o publicidad: un anuncio, un sitio web, una postal en el correo.

Esas piezas empiezan a crear una impresión de TU MARCA con los clientes y consumidores

Sin embargo “TU MARCA” es realmente construida por el total de las experiencias que TUS clientes tienen con TU producto o servicio.

¿Es fácil de usar, o frustrante?

¿Cómo contesta tu teléfono? ¿Se trata de una persona o una máquina?

¿Una persona que actúa como una máquina?

¿O un agradable y cálido ser humano?

¿Tu personal interactúa con TUS clientes cara a cara mirando a sus ojos?

¿Están realmente interesados en ayudar a TUS clientes?

En resumen, TU marca depende de mucho más que sólo un gran plan de marketing y publicidad

Todo lo que haces – las grandes y pequeñas cosas – construye TU marca.

La experiencia con el producto, su distribución de las tiendas, cada una de las interacciones de TU personal con TUS clientes, eso es lo que construye TU marca.

TU comercialización es sólo una pequeña parte de eso.

¿Te has tomado el tiempo de echar una nueva mirada a la experiencia total que reciben los clientes y consumidores de TU empresa?

Si la experiencia total de TU cliente no está a la altura de las promesas que hacen TUS materiales de marketing y publicidad, estas destruyendo TU marca, no colaborando en su construcción.

Ninguna empresa y menos la TUYA puede permitirse eso

Si quieres saber cómo implementar procesos de Excelencia, cambio y mejora continua visita nuestras páginas y envíanos un email

Podemos ayudarte en SIGNAL…tenemos la respuesta

http://www.signal.com.mx/spanish/capacitacion/index.htm

http://www.video.com.mx/productivity_training.htm

1@signal.com.mx

1@video.com.mx

Posted via email from signal’s posterous

“Traditional marketing measures its performance by sales or responses to an offer, hits on a website, or store traffic. Those are the wrong numbers to focus on. Guerrilla Marketing reminds you that the main number that merits your attention is the size of your profits. I’ve seen many companies break their sales records while losing money in the process. Profits are the only numbers that tell you the truth you should be seeking and striving for. If it doesn’t earn a profit for you, it’s probably not Guerrilla Marketing.”
-Jay Conrad Levinson, Guerrilla Marketing

Dale Richardson
Certified Guerrilla Marketing Coach

DRCOP MARKETING
www.drcop.com

by Sean Captain

WHAT’S HAPPENING

• A New Yorker purporting to be the “world’s fastest nudist” flashed across computer screens in about a dozen YouTube videos. The story was picked up by blogs Gothamist, Gawker, and the Huffington Post as well as CNN’s Anderson Cooper. The media had egg on their faces when it turned out that the runner was a fake (NYTimes.com 10.28.09).
• The “nudist” was actor Kyle Overstreet, hired by online retailer Zappos for a viral-video campaign promoting the company’s clothing sales. In the final video, a team of Zappos employees emerges from a van and dresses up the nudist.
• Prior to releasing the final video, Zappos and its ad agency, Agent 16, provided no hint that the videos were a stunt. Mr. Overstreet even gave an interview, in character, to Brooklyn’s Park Slope Courier, a paper owned by News Corporation.

WHAT THIS MEANS TO BUSINESS

• The Internet and its content-hungry 24-hour news cycle provide new opportunities to promote products — not just through advertising and traditional PR, but by actively creating news stories.
• Disguised guerrilla marketing raises ethical questions. Perhaps it’s OK to let material loose on the Net and see what happens. But is it fair to misinform journalists during an interview?
• News organizations face a double threat to maintaining credibility. With fewer resources, they have to sort through ever-more media to separate true stories from gags.

RESOURCES

• Zappos
• Agent 16

Una extraña campaña para un supermercado Francés, bien raya la idea.

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Jakarta

REAGISCI

REACCIONA

REACT

REAGIR

Acciona è una società spagnola che si occupa di energia. Ha da poco lanciato la campagna Re_Acciona  per sottolineare il suo impegno per creare energia senza lasciare alle generazioni future un pianeta peggiore.

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This is exciting. My first post on a blog organized by Trafford, publisher of my book on sales and marketing. I will be posting here regularly, but I also want you to know that if you would like to receive a “bright idea” each business day (with emphasis on marketing and selling in a tough economy) I welcome you to visit my ‘other’ blog titled ‘Marketing Dangerously.’ Here is the link: http://www.neilgodin.com/mdblog/

Wish you the very best. And. Let’s stay in touch!

Ad-agencies are finding it more and more difficult today to get through to the average consumer, and marketing saturation only grows with every year. It’s for that reason that guerrilla ad-campaigns are becoming so prevalent in the industry.  Here we take a look at some of the recent, most effective and ingeniously simple guerrilla marketing found since our 8-part series last year.

Simple Ideas

(images via onthegroundlookingup, gothamist, stephengates)

It doesn’t take much to get a reaction from people when it comes toguerrilla marketing.  Above we see how sandal-maker Havianes used the vibrant colors of their own products to catch eyes in Paris.  Cleverly placed prop-replicas from V For Vendetta caused thought-provoking pause in the step of passers-by, and coffee-giant Folgers had the bright idea to use a manhole in New York to remind city-goers just how good a steaming cup of coffee can look in the morning.  Meanwhile, an adventurous plastic surgeon found success in a local coffeehouse.

Good For Any Purpose

(images via geckoandfly, arrestedmotion, adofdamonth)

Many public-awareness campaigns are using guerrilla tactics in their ads.  Here we see smoking targeted in a Cancer ad giving us a glimpse of our early demise.  Cities around the globe began spottinggraffiti referring to the then-upcoming Watchmen movie, in a bold move that not only mimicked the film and its graphic-novel predecessor, but also made viewers think a little more politically.  DHL took the comedic route in a fun global stunt that showcased their package tracking, by placing large pixelated mouse-pointers on their couriers.

It Shows Up in the Most Unexpected Places

(images via pzrservices, whatsthecrack, myselectedads, parsons)

Reynolds Wrap had a great idea for inner-cities with their wrapping of storefronts campaign; it was nearly impossible to walk by and not notice the familiar household item now super-sized.  Beach-goers were surprised to find enormous clams scattered about, only to then find an advert for a local eatery sealed inside them.  An Indian BBQ seller got creative with street-drains, while Nationwide Insurance got friendly with a paint company, and created a hilarious, building-sized ad that was absolutely impossible to miss.  It really is the simple things that are most overlooked, unless they’re guerrilla.

Here we have 13 more great examples of Guerrilla Marketing that people couldn’t help but notice.  Guerrilla ads continue to surpass traditional ads by leaps and bounds in their effectiveness, and they’re showing that the genre has the staying power to keep catching eyes for years if not decades to come.

Its Got a Sense of Humor

(images via trendhunter, Aaron Bergeson, adrants, myselectedads, thumbshots)

Guerrilla Marketing happens in the most usual places, which is to say that you can happen across a guerrilla-ad right in front of your house, down the street, or in an airport.  It has no ideal or worst location.  Dulcolax used the all-too-familiar posting pillar, present in nearly every city-center, to showcase their name in a comedic way.  Humor is probably the most often used shtick when exercising guerrilla marketing tactics; FHM put the Mini Cooper’s curvy, feminine body-styling to use in such a way with great results.  Volkswagen may be known as one of the most successful large carcompanies in this game, often showcasing the dependability of their product in new and always-surprising ways.

Creative and Spontaneous

(images via computerarts, businessweek, onthegroundlookingup, thumbshots)

The line that divides guerrilla marketing from viral marketing can seem thin to non-existent sometimes.  While a full-scale viral campaign was underway for The Dark Knight, cleverly placed Bat-Signals could be spotted from time to time as a guerrilla side-project to get noticed.  Volkswagen, showing their commitment yet again, left a Polo, carved out of ice, sitting on a London street for the local denizens to find in the morning.  It may have melted hours later, but the effect was immediate.  In Mumbai, the strategy was used to get a point across; by placing a child’s toy in a sidewalk drainage grate, Aseema drives home the thought of children living on the streets.

Limitless Potential

(images via stylemag-online, woostercollective, businessweek, stuff4restaurants)

The endless uses for guerrilla marketing cannot be stressed enough.  One street may have an ad touting humanitarian-awareness, like Amnesty International’s example, while a rural road near a bridge could have a public-service warning about bungee-jumping.  CSI, being a huge show on cable-networks around the world, used fake crime-scenes in bathrooms and odd areas throughout Singapore.  Instead of police tape, showtimes and network-branding was printed on the yellow tape.  Marketing goes both ways, too; in New York City, local street-artists banded together for a raid on corporate ads that used public space without license.  When New Yorkers awoke that morning, they found that the usual commercial ads had been replaced with clever guerrilla protestations against the assumed injustice.  This all goes to show, with nearly unlimited uses, guerrilla marketing can be expected to give us many years more of actually enjoyable advertising in a world saturated with bland corporate ads.

There are a lot of valuable marketing lessons to be learned from this guerrilla marketing tactic.

1. Casting a wider net for free.

In this case, the dealer knows that not everyone driving down the street is going to come by the dealership. By putting a brand new car in a high traffic shopping center helps attract more eyeballs to their inventory and gives more exposure to their dealership. And the best part is, parking the car in the shopping center is free! It’s like having a unique billboard in front of thousands of people that doesn’t cost a cent.

2. Things that seem out a place are great attention grabbers.

The first thing that caught my attention was that this car was out of place. Subconsciously I knew that this car was suppose to be on the dealer’s lot and not in a shopping center parking lot. This caused me to focus in on this out of place object, burning an image of this out of place car into my brain. And when something makes you do a double look, you know they got you.

3. Always increase the number of touches.

This is an often overlooked and really important point. It takes 17 touches before a potential customer actually makes the decision to do business with you*. A touch is any thing that makes the customer aware of your business. The first touch may be a newspaper ad, the second touch may be that they find your website, the third touch may be someone talking about your business to them, the fifth touch could be the customer seeing you ad one more time. As more and more touches interact with your potential customers, the more likely they are going to to do business with you. The Ford Mustang in the shopping center parking lot is just another touch. (Psssst! Some touches are more effective than others.)

*How do I know this? I heard it at marketing training class a few years ago. Sorry I don’t have a good scientific reference, but I believe it 

4. When times are tough get creative.

The overall moral of this story is that the Ford Dealership is getting creative. Everyone knows that American car dealerships are hurting right now. In order to get those cars moving off the lot it’s going to take more than the normal marketing approach to stay afloat.  Always invest in creativity. Arm your creative resistance force with the freedom to try different marketing approaches. It’s fun and you will learn a lot about your business and your customers.  Creative marketing tends to have the highest return on investment if done correctly.

I have attached some pictures of some creative guerrilla marketing advertisements:

via Don’t Forget To Do Guerrilla Marketing.

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive^[1]; andconsumers are targeted in unexpected places.^[2] The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.

Introduction

Levinson’s books include hundreds of “guerrilla marketing weapons,” but they also encourage guerrilla marketeers to be creative and devise their own unconventional methods of promotion. A guerrilla marketeer uses all of his or her contacts, both professional and personal, and examines his company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, others are free.

Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage instead of a disadvantage. Small organizations and entrepreneurs are able to obtain publicity more easily than large companies as they are closer to their customers and considerably more agile.

Yet ultimately, according to Levinson, the Guerrilla Marketeer must “deliver the goods”. In The Guerrilla Marketing Handbook, he states: “In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits.”

Levinson identifies the following principles as the foundation of guerrilla marketing:

• Guerrilla Marketing is specifically geared for the small business and entrepreneur.
• It should be based on human psychology instead of experience, judgment, and guesswork.
• Instead of money, the primary investments of marketing should be time, energy, and imagination.
• The primary statistic to measure your business is the amount of profits, not sales.
• The marketer should also concentrate on how many new relationships are made each month.
• Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
• Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
• Forget about the competition and concentrate more on cooperating with other businesses.
• Guerrilla Marketers should always use a combination of marketing methods for a campaign.
• Use current technology as a tool to empower your business.

Associated marketing trends

The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as:

• Reverse Graffiti — clean pavement adverts
• Viral marketing — through social networks
• Presence marketing—marketing for being there
• Grassroots marketing—tapping into the collective efforts of brand enthusiasts
• Wild Posting Campaigns
• Alternative marketing
• Buzz marketing — word of mouth marketing
• Undercover marketing — subtle product placement
• Astroturfing — releasing company news to imitate grassroots popularity
• Experiential marketing — interaction with product
• Tissue-pack marketing

Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses.