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Hub You - Contrarian Marketing at Benetton's
You know that hundreds, if not thousands, of people want and need your products and services. You're spending good money on advertising and mailings and you have a great looking website up, but you're still not getting all the clients you want or could handle. Why aren't more people responding to your marketing?The most likely reason is your small business marketing materials aren't answering the que
In marketing terms, that sugge
Running a workshop is a solid lucrative business most speakers are taking advantage of these days. But when amateurs get involved, they tend to miss out on the many things that make the difference between a successful workshop and a flop. Here are a few things to think about that separate the amateurs from the pros.Of course, you are not really trying to be a pro. You are only trying to establish
The subject: United Colors of Benetton's campaign to promote its clothing, using photos and stories about death row prisoners in the U.S. It's what journalist James Bone of the Times of London called the "latest in a string of deliberately provocative campaigns".
In an age when most advertisers try their hardest to avoid offending anyone, this company takes a clearly contrarian approach. A cynic might call it a cheap trick to get attention and free media coverage (like this article). But, Benetton has run campaigns like this for quite some time, and important communication lessons come out of them, regardless of how we feel about the subject matter.
Let's start with focus. Obviously, if the company willingly offends the moral sensibilities of many potential customers, it must focus on a particular part of the market, specifically people with liberal social and political attitudes.
In marketing terms, that sugges
Have you ever gotten a really horrible gift? Many of us have. This must mean that many of us have given a really bad gift in the past or are bound to do so in the future. How can you keep this from happening in the future? The complex world of marketing could teach us a thing or 2 about gift giving.By targeting the gift to each different recipient---giving them what they are passionate about---yo
In an age when most advertisers try their hardest to avoid offending anyone, this company takes a clearly contrarian approach. A cynic might call it a cheap trick to get attention and free media coverage (like this article). But, Benetton has run campaigns like this for quite some time, and important communication lessons come out of them, regardless of how we feel about the subject matter.
Let's start with focus. Obviously, if the company willingly offends the moral sensibilities of many potential customers, it must focus on a particular part of the market, specifically people with liberal social and political attitudes.
In marketing terms, that sugge
If you are a true entrepreneur then you are a problem solver. You see a desire of a consumer of a product or service and you ask yourself; can I produce that and still retain a profit? If you can produce it and you are pretty sure you can make money doing it then you are well on your way.This takes thought, creativity and innovation, there is no other way? Sure you can copy others who have done simil
Let's start with focus. Obviously, if the company willingly offends the moral sensibilities of many potential customers, it must focus on a particular part of the market, specifically people with liberal social and political attitudes.
In marketing terms, that sugge
I'm an alumni of Boston University Graduate School of Management, so I receive the Alumni magazine Bostonia. To be honest, that doesn't mean I read it faithfully at all. But this issue was different. George Labovitz, a professor in organizational behavior at the school wrote an article recently on his research into the application of alignment to achieve extraordinary results in organizations.He caug
Let's start with focus. Obviously, if the company willingly offends the moral sensibilities of many potential customers, it must focus on a particular part of the market, specifically people with liberal social and political attitudes.
In marketing terms, that sugge
The real estate market of India is becoming a hot selling property and is attracting the attention of real investors as they are getting huge profits and high returns on their investments. The real estate in India may still be a fragmented industry with high transaction costs and an absence of complete transparency; but it is whetting the appetites of domestic and overseas investors. In India, the world's s
In marketing terms, that suggests Benetton segments with psychographic criteria. Psychographics refers to the lifestyles, values, and attitudes of consumers, including social and political viewpoints.
Given that it has run campaigns like this one for some 20 years, we have to believe that Benetton knows this segment well and focuses on it intently.
Turning to positioning, just about every other clothing company uses warm and fuzzy advertising themes. Advertising that makes you feel good about yourself because you look good, which makes you attractive to others, and therefore popular, and all of that should satisfy some of your important goals.
Benetton, on the other hand, apparently wants its customers to feel good about themselves because they have a social conscience, because they feel moral outrage about one of the hot-button issues of our time.
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