A Marketing Lesson From Stephen Colbert

by Brady on May 6, 2012

As marketers, we sometimes forget there are individuals behind the audience profiles, segments, demographics and other classifications we use for consumers. This can lead to marketing copy that’s out of touch and impersonal. In this day and age when brands engage with consumers through various channels, rather than hiding behind an 800 number, we need to make sure brand interactions are relatable, not robotic.

Our friends at Little Duck Organics embrace this idea and their copy reflects their audience. Here are a few lines from the back of their Tiny Fruits organic snack for kids:

Ever experience a toddler meltdown at the bank or while jamming some J. Biebs in your super sweet minivan? Mom. Dad. Aunt Becky. We’ve got your back. Not only are Tiny Fruits perfect for mealtime and snacktime, but they’re also awesome for thwarting any impending disaster with a sometimes temperamental toddler.

Little Duck created a brand voice that’s fun, hip and down to earth, rather than corporate.

This post originally appeared on the GY&K Marketing Innovation Blog. Continue reading here.

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Why We Go West

by Brady on March 13, 2012

This week a few of us from GY&K head West…..South by South West to be exact.

South by Southwest (SXSW) is a conference in Austin, Texas that encompasses technology, music, film, fashion and more. As I said in my post last year, the SXSW event tagline sums it up – Tomorrow Happens Here.

The tagline is a nod to the fact that products often launch or release major updates during the event each year, hoping to catch the attention of the predominantly tech savvy audience.  Speaking panels tackle forward thinking topics like the future of video on the web, and companies of all sizes mix and mingle at more events than one person could possibly attend.

Three years ago I took personal time off from work to see what the SXSW hype was all about. The experience was truly life changing, and the education, networking and entertainment far exceeded my expectations. I immediately recognized the need for GY&K to have more of presence at this event, especially given our commitment to marketing innovation.

So with that in mind, we teamed up with our fellow Granite State innovators from Dyn Inc., and pulled off our first SXSW event in 2011. This video shows how the Foo Fighters almost spoiled our fun by forcing a last minute venue change!

This post originally appeared on the GY&K Marketing Innovation Blog. Continue reading here.

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Keeping You Relevant: Pinterest and the Primary

January 11, 2012

A new image sharing platform has taken the web by storm and it’s time for marketers to pay attention.
Pinterest (combining the words pin and interest) is a ‘virtual pinboard’ that lets users collect, organize, share and link back to the images they find on the web. While most ‘pins’ and ‘boards’ are public, the platform [...]

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When TV and the Web Truly Merge

December 20, 2011

Our TV viewing experience is on a collision course with the interwebs. Some of us already own internet enabled TVs, while others connect their TV through peripheral devices like AppleTVs, PS3s, DVD players, etc. Alternatively, we’re able to view TV programming online through sites like Hulu and apps from networks like HBO, ESPN and many [...]

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Generating Pre-Launch Buzz

December 2, 2011

In keeping with the theme of our recent post about the unexpected, a construction site near our office has deployed some unconventional branding tactics that are worth reviewing.
Our office, proudly located in “Live Free or Die” New Hampshire, sits across from a hotel and restaurant that have changed ownership several times. Everyone around town knows this [...]

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The Unexpected Should Be Mandatory – Five ways to consistently surprise and delight consumers

November 20, 2011

A friend recently said that when it comes to rewarding customers, surprise leads to delight. I think he’s absolutely right, and I believe all brands should include a positive unexpected tactic in their marketing plan. That’s right, you have to plan for the unexpected, or at least develop a framework for how this can come [...]

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Field Trip: Walmart

August 25, 2011

The marketing industry is changing on so many levels. Therefore, we’re always testing new ideas at the GY&K school house and measuring to see what works. There are tried and true principles that we rely on (30+ years in business means we’ve hopefully learned a lot!), but now more than ever we have to keep [...]

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Brands, Ballparks and Event Marketing

August 19, 2011

This past weekend I had a chance to visit the new Yankee Stadium for the first time. Growing up, I went to the old stadium every summer with my father and a group of friends, so experiencing the new park was bittersweet.
When I was a kid, I didn’t think much about the brands that were a part [...]

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Is Your Website Optimized for TV?

August 1, 2011

There’s a fascinating battle taking place between retailers, device manufacturers, technology companies, content owners and various others. They are all jockeying for position as more and more consumers access the Web through their televisions.  Look no further than the recent Netflix announcement as an indication that the TV viewing experience may be changing faster than anyone [...]

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GY&K APPtitude Test – Photo Contest

June 3, 2011

The GY&K APPtitude Test is an ongoing feature that involves members of the GY&K team ‘test-driving’ mobile apps and reporting our findings.
For our latest APPtitude Test we’re going to showcase just a few of the many photo apps currently on the market.
In addition to sharing life’s great moments with friends, photos are another way for [...]

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