The Koozie Effect

I'm not sure when it started, but more and more companies are using a student ambassador to serve as a liason for their brand and the communities of students on campus. It is a strategy being used by a huge variety of companies, from Taco Bell, www.tacobell.com, to Southern Tide, southerntide.com, to Zaarly, zaarly.com.

These companies are looking for a means to tap into an existing network provided by the Rep in order to increase their brand awareness on campus. In return, the student gets hands on experience in both an executive and networking role, as well as all the koozies, Croakies, and stickers they and their friends could ask for.

VV Croakies

Indeed, all it takes is one box of branded freebies and a bright student to turn an entire school's Facebook feeds into a rolling slideshow swamped with pictures of friends in branded plastic sunglasses (we call them Rage-Goggles). That is the true power of this Campus Ambassador/Rep, they can make any social gathering into a marketing event. You would have thought my pre-party for Day Glow last Friday was sponsored by Zaarly because of how much of their stuff my friends and I have accumulated.

The truly savvy companies look at the trends and fads on campus, the Rage-Goggles are a prime example, and focus on those for their freebies. I can't even count how many of the above I have, and when I am at a party you'll always see me with a koozie from a brand I'm probably wearing at the time. This instant conversation starter makes me, and all the other kids with the same, into tiny billboards, but unlike a real billboard, I can talk.

So, here's to koozies, Croakies, and rage-goggles, and if you see a purple one anywhere, grab it 'cause that's the only color I'm missing. 

Selling War

Its no secret that the American military establishment works and collaborates with Hollywood, it has proven a fruitful relationship for both since it became a real partnership following World War One. Hollywood gets access to areas and equipment and the Military gets some good PR and advertisement.

Recently, we've seen such films as Battle: Los Angeles, www.battlela.com, which portrays the Marine Corps fairly accurately (The tactics and lingo are slightly off, but they got the most important part, the attitude, correctly) and Battleship, www.battleshipmovie.com, which features the modern US Navy. These films serve almost unapologetically as feature length commercials, everyone knows they aren't winning Academy Awards. And yet, we still flock in droves to watch Marines kill aliens.


There are however, films that seem to depict the negatives of military service, Platoon or Jarhead are notable examples. But in the words of novelist Matthew Swofford, they still work as a recruitment tool, "because the magic brutality of the films celebrates the terrible and despicable beauty of their fighting skills."


So whether they mean to or not, any movie that displays the violence and character of action present in war will serve as a commercial. And, as one of the kids who fell for it, I am totally okay with that.


Sources:
http://www.brandchannel.com/home/post/2011/09/09/Brandcameo-090911-Warrior-.aspx


http://www.npr.org/templates/story/story.php?storyId=92421139

ADD? More Pills!

It might be the cynical side in me, but while watching Millionaire Match-Maker tonight, a commercial for Intuniv, a new medication for children who have ADHD, came on. It was interesting because I hadn't seen a commercial for an ADD/ADHD medication in a long time, and it raised my eyebrows a little because of the show selection. I mean, let's be honest, when I watch Match-Maker, I know I'm indulging in a bit of trash-TV. I consider it a guilty pleasure, and I know a lot of people who feel the same way. So, that brings us to my point.
Does Intuniv purposely market to the kind of woman/mother who watches that kind of TV? If so... I guess I sort of applaud them for shamelessly picking the correct demographic. What kind of target does that kind of company seek? The Mom who worries if her kid's got ADD, and I apologize for this mindset of mine, but I think that's the sort of adult woman who's watching this stuff at 9pm on a Sunday night. I found the TV spot on YouTube, at 1:07 we see a Mother watching her son do what to me seems like totally normal kid behavior. If I was in a maze at the age of 11 I guess I'd appear like a candidate for an ADD medication as well. The Mom states that the doctor agreed, and then we cut to Happy Family at Breakfast watching the son pack his backpack, then Approving Teacher nods as the son presents a diorama, then karate practice, Happy Family at Dinner, and finally, Happy Family at Board Game Night. The whole commercial seemed so tiredly cliqued that I immiediately didn't take this product seriously. Oh well. I guess my future kids will just have to handle their ADD without a bunch of pills.

Intuniv's official site:
http://www.intuniv.com

The Twitter Friend

I noticed an interesting thing, the other day. I spent some time on the East Coast this summer, and one of the small boutiques near the resort I was staying at, Jimmy and Sook, really sold me. I purchased one of their polos and tweeted about it to a blogger I follow, @GreatLakesPrep, he then did a blog post about the polo. Which was noticed by another blogger, @BowsandBoats, who I then tweeted to about a sweater I purchased as well...

This all sounds very complicated, and it goes on with even more shared purchases and advice from one of us to the other. My point, though, is what this means for the companies who's products we admire. Andy Smith, the owner of Jimmy and Sook, and I have exchanged emails on what the kids at Marquette are into, and what that means for his brand. In the little circle of like-minded people in this area, preppy kids who live the East Coast life here on the Third Coast, Twitter is just one way for small companies that cater to our tastes to directly communicate with us.

It makes me wonder if they realize this, I purchased a belt from Chesapeake Ribbons, @chesapkeribbons, and was rewarded with a tweet back asking me to let them know if everything was what I expected once it arrived... For large companies, Twitter is a novelty, or a way to see big trends. But for the small business, the person who packs my order could well be the one handling their Twitter. The potential for incredibly personal marketing and relations is something that they cannot afford to miss out on.

#FollowMonday:
@GreatLakesPrep
@AnchoredStyle
@KnotBeltCo
@BowsandBoats
@JosephPScannell
@Total_MU_Move

The Few. The Proud. The Really Good at Marketing.

The bane of the college student's summer, the internship. While many of my friends and peers slogged through their time in an office building for credit and a little pay, I enjoyed a different environment. My office was not air-conditioned, I had no desk, and my bosses were a little more vocal.

     I spent the last half of my summer at United States Marine Corps Officer Candidate School in beautiful Quantico, Virginia. I can succinctly describe it as the hardest thing I have ever done in my life, the most fun I never want to have again.

The above video does a great job, though, of showing why, despite the difficulty thousands of college students apply every summer. It has been said that our generation is the most service-oriented in American history, that some kids honestly don't know if they want to join the Peace Corps or the Marine Corps.

It is commercials such as this one that understand that desire to serve, to improve, to be something greater, a part of something, and use those sentiments to attain an end. In this case, the spot educates and inspires those like-minded individuals on what they can do if they possess the determination.

What Brand Am I?

      My name is Gustavo Alan Lopez Villanueva. I was born in Ramos Arizpe, Mexico. My parents were migrant workers and emmigrated to the United States when I was 6 years old. And, my brand is Highland Park Whiskey.

      Highland Park Whiskey is best known for the man who founded it, Magnus Eunson. He was a beadle by day, and smuggler of illicit alcohol at night.

      “Although Eunson was never formally trained in the ways of distillery, he was said to be cunning, and sly, and made it through many tough times because of ingenious ability to outsmart the authorities.”

50 Year Bottle

      Highland Park has received a great deal of accolades for its excellence, and as a spirit has the clear social schema of a good time. One look at its website, http://www.highlandpark.co.uk, displays the serious tone these people have. Highland Park is all about producing the highest quality product possible, to continue their legacy. But once you look a little more closely you see how proud they are of their founder's lifestyle, an attitude of chasing victory and success using what little one has.

      Now, there are a great deal of high-end whiskeys, what sets Highland Park apart? Well, it is known and respected as “The Best Spirit in The World.” It stands for tradition, first-class living, and having a backbone. It was a preferred drink of Winston Churchill and various other heads-of-state. Magnus Eunson created this company from nothing; using only wits and cunning he established a distillery that is known worldwide. And that is why I identify with it. I also just plain love whiskey.

      By day, I attend a private Catholic school, am a member of the world's most respected military force, and take both my academics and professional life seriously.

      At night, I loosen my tie and have a good time, never forgetting that without work, there's no play. I pride myself in my wit, taste, and pursuit of excellence. I connect with Highland Park because I, and my family, came from nothing but now know success. I've always been willing to do what it takes to win, no matter what, and my reputation often precedes me. I am known for hard work, my professional appearance and demeanor, and my ability to take what I'm given and turn it into a winner. My brand is Highland Park Whiskey.

Awards won:

http://www.highlandpark.co.uk/news--media-centre/awards

FaceBook Link:

http://www.facebook.com/HighlandParkWhisky