Telling yourself the truth about what you’ve got to market is the first step to marketing with success.
Supporting yourself with the truth about what you could market is the second step to marketing with success.” —Seth Godin
A current campaign by retailer Uniqlo encourages site visitors to Tweet about featured items they’re interested in – in turn, the price of the product will be reduced. The promotional site features about 10 items, along with the price and by how much it has been discounted thus far. A special price will be announced on September 9th for redemption and purchase on Uniqlo’s UK website (which currently only ships within the UK).
A recent YouTube video ad for ink correction fluid brand Tipp-Ex allows offers a custom, interactive experience to viewers based on the product’s key functionality – allowing you to correct your original intention, or to change your mind. The video’s co-protagonist – a hunter/camper – is about to shoot a bear at his campsite, when he instead decides to use Tipp-Ex (taking it from the ad unit next to video) to correct the word ’shoots’ in the video title bar, and instead allow you to instruct what the hunter should do to the bear.
Don’t get too excited – like Burger King and Crispin Porter+Bogusky’s old ‘Subservient Chicken’ video, the hunter will not do anything inappropriate. Such requests will likely receive an ‘error’ message (in the form of a sign held up by the bear and the hunter) in response.
This Tipp-Ex work offers a great example of a very interactive and personalized branded experience via a YouTube video ad – and how creativity can take even a mundane product like ink correction fluid and make it relevant and interesting.
One way to start every morning with your team is to have them check in. Go around in a circle and let people update and contribute. It’s not a silly exercise, in that it helps people speak up and it communicates forward motion.
Another way, probably a better one, is to have each member of the team announce what they’re afraid of. Two kinds of afraid, actually. Things that might fail and things that might work.
What are you, chicken?
Yes, we’re chicken. We’re afraid. The lizard has us by the claws.
So, tell us. What are you afraid might happen that would destroy, disintegrate, or dissuade—that would take us down? And what are you afraid of that might work, thus changing everything and opening up entirely new areas of scariness?