Great Marketing Moves The evolving art of getting noticed
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Over three decades, Inc. has seen entrepreneurs, often with little cash but lots of creativity)’, produce clever marketing campaigns time and again. Here are 3U classic examples from the archives. —Kelly Fairdoth
Make a article summary from 2-3 paragraphs.
THIRTY YEARS OF/WC.
Great Marketing Moves
The evoiving art of
getting noticed
Over three decades, Inc. has seen entrepreneurs, often with little cash but lots
ot creativit)’, produce clever marketing campaigns time and again. Here are
3U classic examples from the archives. —Kelly Fairdoth
1. ¡Bienvenidos! As the
demographics of Miami change.
Expressway Toyota changes with
them, adding Spanish-speaking
salespeople and sponsoring
Latino community events.
Revenue jumps ¿00 percent
from 1980 to 1986.
2. This is what we do In 1981,
Ashton, Maryland’s Ruppert
Landscape turns its training
program into an annual Field
Day, on which employees spruce
up public spaces for free.
1988 with a stroke-of-genius
slogan: “Great legs!”
9. Experts love it Magellan
Systems’s challenge in 1989 is
getting customers to trust this
new GPS thing. The company
places units with a few taste-
makers, including a team of
botanists exploring the Amazon.
Articles and TV mentions follow;
sales go through the roof.
10. Killer instinct In 1989,
knowing there is no salesman
like a competitive
kid, Suntex Interna-
tional promotes its
math game 24 via
3. Cosmic sponsorship In
1983, Owen Ryan gets atten-
tion for his marketing agency locai tournaments.
by launching a promotional H.NOaffectations
campaign for Halley s comet.
ü. Never cross a hippie Upstart
Ben & Jerry’s learns in 1984
that Pillsbury, owner of Häagen-
Dazs, is pressing distributors to
drop the new brand. B&J kicks
off a campaign asking, “What’s
the Doughboy Afraid Of?”
5. Two birds, one stone In the
mid-’80s, the Rochester, New
York, pizzeria Mr. Shoes gets a
little wicked; Rip a Domino’s ad
out of the yellow pages and get
$2 off a Mr. Shoes pie.
6. Y’all enjoy Since the mid-
’80s, customers have flocked
to Amy’s Ice Greams stores in
Texas for a cone and a show.
The counter staff juggle, sing,
and break dance.
7. Virgin voyage Promoting his
new airline, in 1987, Richard
Branson crosses the Atlantic
in a hot-air balloon.
8. Got it Suzanne Somers
launches the ThighMaster in
marketing in the
late ’80s takes the tone of
an education program about
animal testing.
12. Newbies love f reebies
Sunday River Skiway builds a
business in the late ’80s by
courting novices. Buya lesson
and everything else is free.
13. Use what you have I n the
late ’80s, Springfield ReManu-
facturing starts a fishing tourna-
ment in the bass lakes near its
home in Springfield, Missouri.
14. Not gonna take it Reeling
from a frivolous lawsuit, in
1991, the owners of Provi-
dence, Rhode Island, temp
agency Job Link run a mock
PSA; “Gall us and we’ll sue
someone for you,” Business
is up 30 percent within a year.
15. It’sonusln1994, Ganyon
Cafe outlets in Dallas send an
offer for free champagne to local
workers who receive promotions.
16. Overcaffeinated In the late
’90s, Maine Roasters Coffee
hammers on the fact that
Starbucks isn’t from Maine. It
works perhaps a little too well;
A rash of vandalism breaks out
against Starbucks locations.
17. Represent To promote his
urban clothing line. Madsoul, in
2000. Marc D’Amelio distributes
hip-hop mix tapes. Between
tracks, artists give shout-outs
to the fledgling brand.
18. Know your audience
Equipment manufacturer
Brooks Instrument promotes a
big product launch in 2001 via an
online comic strip packed with
engineering humor
19.My new favorite In 2002.
Cisco Brewers needs a way
to launch Triple Eight vodka.
Forget the drinkers—Cisco
goes after the bartenders, via
a contest with lavish prizes.
20. Bare essentials Tbe soap-
makers at Method introduce
themselves in 2003 by placing
booklets in magazines. Pretty
conventional—except for the
naked man on the cover.
revolting Thanksgiving flavors
like Brussels Sprout.
2A. We’ll make dinner Internet
grocery store Peapod fights
back against the summer sales
slump in 2006 by distributing
coupons with the paychecks
of Chicago-area office workers.
25. Reading the market In 2006,
New Hampshire discontinues
toll tokens. Bookseller Richard
Mori starts his own redemption
program, accepting tokens for
up to half a book’s value.
26. Captive audience Cold-fx
introduces its cold-busting
supplements to Americans in
2006 by way of a board game
attached to airplane tray tables.
27. Dinero es dinero In 2007,
Dallas-based Pizza Patrón
casually starts accepting
pesos left ¡n Latino customers’
wallets after Christmas trips
home. An avalanche of media
coverage ensues.
28. Model behavior In 2007,
Ford Models notches up its
brand awareness via YouTube.
It gets millions of hits on clips
of glamazons shopping and
applying makeup.
2^. “Cheese!” \u
the early 2000s. Dov
Charney showcases his
employees in prurient
American Apparel ads.
22. Mission accomplished For
its first Super Bowl ad, in 2005,
Web hosting company Go Daddy
settles on a busty girl in a too-
tight T-shirt. When the media
howl, it’s a runaway success.
23. The value of eeewmv.’ Jones
Soda makes waves in 2005 with
29. Prime time A year of
promoting its products
for TV placement pays
off forNeuroLogica.
The producers of ER
discover the company’s
new scanner and place
it in a 2007 episode.
30. Engage the consumer
In 2008. TerraGycle, the
eco-friendly fertilizer maker,
runs an ad on the cover of
Newsweek that people can rip
off, fold into an envelope, and
redeem for a reusable tote bag.
1 8 INC. JULY/AUGUST 2009 ILLUSTRATION BY TIM BOWER
.t.
