Friday, April 28, 2006

Creative Marketing Stories

Guy Kawasaki has put together some really interesting stories on companies driving their competition crazy with creative marketing.


  • When Security Pacific Bank merged with Bank of America many Security pacific branches were closed. First Interstate Bank rented trucks and parked them in the lots of the banches that were closing. Then First Interstate employees in those trucks then helped people open new accounts as there were leaving the banks.


  • In 1986 British Airways ran a promotion to give away 5,200 seats for travel on June 10th. Virgin Atlantic Airways ran ads that said, “ It has always been Virgin's policy to encourage you to fly to London for as little as possible. So on June 10 we encourage you to fly British Airways.” The British Airways promotion generated a lot of news coverage, but most of the news coverage also included a mention Virgin's funny ad. It cost British Airways a lot more than Virgin to get this coverage.


  • A research company surveyed 750 white-collar worker around the United Sates. The research showed that 81 percent of the people believed that casual dress improved morale; 47 percent believed that it increased productivity; 46 percent said they considered casual dress as a attraction to work for a company that permitted it, and only 4 percent thought a casual-dress standard would have a negative impact. When Levi Strauss found out about the study, it let thousands 0f publications know about it. The company also even put in a toll-free hotline to help companies implement a casual dress standard. Guess who was sure to benefit from greater knowledge of this study? Levi Strauss, of course, because of its Dockers line of clothing.

  • A Goodyear store in Chattanooga, Tennessee faced a predicament: it wanted to put up two Goodyear signs. However, the local law stipulated a one-sign limit. Undaunted, the store manager spelled out Goodyear in marigolds in a flower bed. The city inspector considered this a violation, but the public supported the store, so the city government backed off.

  • An electrician with only one truck was constantly razzed by his competition because his company was so small. To fake them out, he finally painted three different truck numbers on the right, left, and rear of the truck. International Harvester couldn't get steel to its factory in Melrose Park, Illinois because of a truckdriver's union strike. The company couldn't use non-union labor because of snipers on the freeway. Finally, the company rented school buses and dressed drivers as nuns, loaded the buses with steel, and made the deliveries. No one would shoot at school buses driven by nuns, right?


  • Check the original blog out at: http://blog.guykawasaki.com/2006/04/six_more_crazy_.html




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