I recently attended and presented at a marketing summit in Toronto held by Canada Post. In addition to some great discussion groups (and a video interview with me that I am yet to see- yikes!), the keynote speaker was Canadian talk-show personality Terry O’Reilly. He brought to the table some great marketing advice and answered audience questions. What stuck with me was tactile creative examples of great marketing, none of which relied heavily on technology or timeliness, but just creativity.
I loved this example, because it not only was incredibly affordable, but contained brand imaging in the most unusual way, from bugs stuck to the ad. As passer’s by saw the ad develop over a span of days, the logo eventually appeared. This marketing piece got people talking, sharing, and remembering the pest company.
I had seen this example before, but what I really liked is that they literally put “Their money where their mouth is.” If someone actually broke the glass, they were out a considerable sum, so their own faith in their product shined bright and clear.
As a dog lover, this one cracked me up, and showed how an ad can actually do more with negative space than it could have if including all of the elements. The ad was placed along the floor of a shopping mall, and when viewed from above, the people walking on the ad actually appear to be the fleas. For a product as un-sexy as flea control, this marketing device hit a home run.
Love this one. Land Rover in Dubai came up with an ingenious idea for the "rugged" drivers of their vehicle. So just in case the driver and passenger get marooned in the desert, the company sent 5000 survival guides to existing customers and to be distributed in sports shops. The book came complete with reflective backing for an SOS, a metal coil for cooking, and made the pages and ink edible (with roughly the nutrition of a cheeseburger. This great idea was such a hit, they produced 70,000 more to be included in a car magazine distribution.
Lance Burton, Vegas Magician
How on earth can you have your message resonate in Las Vegas? You could spend a ton of money and get a billboard on the strip, or you could spend a couple hundred dollars and do what Lance Burton did. See below. (Hat tip to my friend Rodrigo Padilla for reminding me of this one)
Effective marketing not only reminds people of what they need or want, but also sticks with them. All of these examples were undoubtedly shared, talked about and remembered. They ended up reaching more than the initial touchpoint, and with social media, have likely been seen by millions now. What creative elements have you seen in your mail?