Tool of the Trade #38

[ Size up the competition. ]

Mood-factory

Problem: Mood-factory was launching a new product line, a brand new line of light bulbs on a very limited marketing budget and in a seriously competitive environment. Many retailers have exclusive agreements with manufacturers of bulbs, and consumers don't know how to use colored lighting (or perceive it as a 70s thing).

Analysis: Mood-lites had to differentiate itself with retailers upfront, and did not have a multimillion dollar advertising budget to do it. This had to be creative. We needed to launch a serious PR effort that established itself as a cool product, thus showing retailers that consumers would like it.

Tactics: Primarily public relations, radio interviews, product giveaways, great in store displays educating on product, and product packaging that 'sold' product.

Outcome: Successful launch of new product line in market, and distribution in Linens N Things, Wal-Mart, Bed, Bath & Beyond, and QVC within 3 years of launch. International press coverage with hundreds of millions of impressions.

Tool of the Trade #51

[ Spread the word. ]

iFred

Problem: Depression has an extremely negative association with the disease, and because of that less than 25% of people with depression are getting treatment.

Analysis: iFred had to 'rebrand' depression. The negative photography / pictures / etc. with depression has to change before people will even consider donating (and then start researching the disease) seriously. The front page of the 'Dummies' series (distributed internationally, made on every subject) summed up the overall imagery of depression - hands in head which is ultimately a sign of shame and hopelessness. This all needed to change.

Tactics: Obviously not much money, so iFred utilize the launch of Mood-lites to educate on the disease and shine a more positive light. It created a 'brand' focusing on the positives and outcome once treated: the color orange (symbolizing energy / vitality), the time of day at sunrise (hope, a new day), the symbol of sunflowers (growth, happiness), the month of May (spring, a time of new beginnings), October 10th (Fall, getting ready for changes / pumpkins!). This will be done through a website, posters, brochures, a celebrity poster, Facebook, MySpace, and other educational materials.

Outcome: iFred has created an extensive website on depression, created the brand, and is in the process of implementation. Millions of impressions have been made, thousands of brochures distributed, and two field of hopes planted. The second stage of launching the actual brand with branding research is soon to occur.

Tool of the Trade #44

[ Take it one step at a time. ]

Clue Bar

Problem: Clue bar needed to generate additional revenue stream. The product was not very well known, competed against the major health bar companies in a saturated market, and did not have a multi million dollar advertising budget.

Analysis: Clue Bar had a unique product line filing a major need, but it was competing in a very saturated market. It needed to come up with an innovative way to get customers returning to purchase and get its brand recognized.

Tactics: We created the 'Clue Club', a monthly program people get on to continually / automatically get product delivered to their home or work. We also obtained research from the Health and Wellness Club, getting a seal of approval and research for the company to use with potential retailers. We also recommended a partnership with the American Heart Association.

Outcome: Clue implemented the Clue Club, and it is their largest income generating stream today.

Tool of the Trade #67

[ Pound the pavement. ]

Paul Goetzke's Campaign for Judge

Challenge: Run a successful political campaign against three sitting incumbents very well known and connected in the county.

Problem: Paul Goetzke had the guts, determination, and desire to be a judge in Maryland. However, he was against three incumbents – and beating them was highly unlikely in an area where he did not have the majority of voters registered with his political affiliation (last time someone did it was in the 70’s). To top it off, he had the challenge of overcoming a disability perception – he had an accident four years prior that had left him paralyzed.

Analysis: Think of the political campaign as not just another political campaign, but as a product with great brand equity – because that is what Paul had (a great brand quality with many features / benefits).   There is major crime in the area of Annapolis (more murders per capita than NYC) yet few knew about it. Judges were lenient. Focus on how he will be tougher, educate on crime, and spread the word.

Tactics: The biggest, best looking signs that were not the ‘ordinary’ political signs - ones that jumped out. An extensive public relations push, e-mail blasts, community initiatives, talking engagements, posters, direct mailers, and flyers in papers.

Outcome: Paul came in first place and was elected to a 15 year term for judge.