Tag Archives: marketing strategy

Clarity of Vision by Oldsmobile

 

Recently I received some much-needed clarity and it came to me in the shape of an Oldsmobile.

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Pinball Wizard

Creature pin

I love pinball machines and that’s partly because they remind me of those halcyon days of my youth – inexorably linked to car culture – of carefree days (and nights) cruising to games arcades, milk bars and making a play for pinball wizardry.

Apart from the nostalgia trip, they’re also works of engineering, design and art crammed into a wooden cabinet.  If you don’t know what I mean, get a load of one some day and take note of the artwork, the design, the colour, the screen-printing (yes, screen-printing; heard of that?), the lights, the sounds, the themes and of course the design of the game play.  Way more character than a PlayStation, but I digress.

Most of all though, I simply love the challenge of playing them because no two games are ever the same (ever).  That got me thinking about the insight to be drawn from pinball, applied to marketing and business planning (particularly in the context of a more strategic, longer run view).

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Feedback

Positive feedback equals recognition, reward, motivation and satisfaction.

On the other hand, negative feedback means something’s wrong.  The current method or strategy isn’t working.  The plan isn’t rolling out.  A new course needs to be charted.

One hears a lot about positive feedback and the need to feel “loved”.  Articles abound that theorise the need for positive reinforcement as a route to engaged staff and teams.
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Rejected? Try Hippo Skin!

A hippopotamus has skin that’s an inch and a half thick and is 25% of its total body weight.  For an animal that weighs 1,800 kilos, that’s a lot of skin.

It’s almost impenetrable (some say bullet proof) and yet a hippo’s very survival out of water depends on a coating of oil it secretes that acts as a moisturiser and sun-screen.  So even though a hippo sports some of the best body armour in the animal kingdom, it still needs to adapt when called for.

It occurs to me that when it comes to dealing with rejection, sometimes hippo skin would come in very handy.
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A marketing tip from Agent J

There’s a scene in the movie MIB that offers a valuable piece of insight.

When Officer Edwards (Will Smith’s character) of the NYPD turns up for his MIB recruitment interview, the competition is hot. The best of the best (Army, Navy, Air Force, Marines) are all in the room vying for a single position in the MIB.

The recruits face a series of tests (or two, so a short series).

Edwards gets the job.

Why not one of the highly-educated, combat-experienced and government-trained members of the military elite?
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Beer Brand Eats Own Young!

I’m not going to pretend that I know the exact thought process behind this, but from what I see here it looks like the beer parents of one brand are eating their own young.

In this case, the parent is XXXX Gold, a grand old staple of the Aussie beer fraternity.  The young is a new brand on the market in XXXX Summer Bright, Lion Nathan’s Cerveza-styled entry to the market.

Lion Nathan launched XXXX Summer Bright nationally earlier this month with a campaign that included outdoor (having been tested in several Australian geographical markets over the past year).

Here’s the Summer Bright campaign…..

Summer Bright 2010 outdoor

And here’s one of at least 5 billboards I saw yesterday on a cross-town trip.

XXXGold 2010 outdoor

The creative executions are vaguely similar but it’s the media choice (outdoor) which is the factor proving my headline most strongly.
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