In fact, 89 percent of the brand-name laptop computers sold by U.S. Its popularity is shown by the fact that major electronics companies in the United States outsource the manufacturing and often even the design of their products. Outsourcing has become a popular strategic action but has also been highly controver- sial, even playing a role in major political debates in some countries. Ketika program sedang disiarkan, akan muncul tweet yang menyebutkan brand klien sehingga para penonton yang menjadi follower program tersebut akan membaca tweet promo brand tersebut. Kemudian promo secara digital dapat melalui twitter atau jejaring sosial lainnya dari program yang disiarkan. Bentuk promosi off air dapat berupa event-event di kampus atau tempat umum lainnya atau road show ke beberapa kota. Iti merupakan bentuk promosi secara soft sale. Dalam percakapan di program tersebut, artis tersebut akan menyebutkan brand dari klien dan pada saat itu juga akan muncul superimpose logo dari brand tersebut. Misalnya, dalam salah satu program NET., “Sarah Sechan” mengundang seorang artis cantik, menarik, dan terkenal, yang menjadi brand ambassador produk atau brand klien. menjual iklan dengan paket “360 Degress.” Paket ini meliputi pengiklanan secara soft sale atau lewat siaran program televisi dan promosi melalui off air dan digital juga. Jika TV-TV lain hanya menjual spot kepada advertiser, NET. tidak banyak karena memang iklannya masih sedikit dan dibatasi. Strategi marketing yang diterapkan oleh Net adalah “360 Degrees.” Jumlah iklan yang ditayangkan di NET. The approach worked for a number of years- revenue grew at 15 percent to 30 percent annually-until an ill-fated foray into canned soda and selling through mass market retailers Target and Walmart resulted in some devastating financial losses and a vow to return to the company’s personal-touch roots. Famous for unusual flavors such as Turkey and Gravy, Pineapple Upside Down, Berry White (a pun on singer Barry White), Purple Carrot, and Lemon Drop Dead, the company also adds pithy words of wisdom from customers under the bottle cap to create additional relevance and distinctiveness. Customers could also purchase bottles with customized labels. Although only a small number were picked from tens of thousands of entries, the approach helped create relevance and an emotional connection. The Jones Soda Web site would encourage fans to send in personal pho- tos for possible use on Jones Soda labels. Jones Soda initially was sold only in shops that sell surfboards, snowboards, and skateboards. Jones Soda Peter van Stolk founded Jones Soda on the premise that Gen Y consumers would be more accepting of a new soft drink brand if they felt they discovered it themselves.
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