Archive for the ‘Branding’ Category

Amazon + Prime Day = Boss!

steveparkhurst | July 12, 2016 in Books,Branding,Earned Media | Comments (0)

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Drudge: Google Search Favors Hillary Clinton?

steveparkhurst | June 9, 2016 in Advertising,Branding,Content Marketing,Earned Media,Marketing,Visual | Comments (0)

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The deeper story here is about content and SEO and getting information in the right places at the right time.


Shiner Bock Uses Bach

steveparkhurst | October 22, 2014 in Advertising,Branding,Marketing,Promotional,Visual | Comments (0)

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Shiner Bock Bach

 

I saw this billboard in Austin today. I just had to take a picture of it.

Any Texan is familiar with Shiner Bock beer. Well, Shiner took it up a notch by using classical composer Bach in their ad as a play on words.

Very well done, Shiner.


Natachee’s Ads Return

steveparkhurst | August 7, 2014 in Advertising,Branding,Marketing,Visual | Comments (0)

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After what seems like a bit of a hiatus, the Natachee’s ads are back!

Natachee's Houston Midtown The Parkhurst Group


Starbucks Red Cups Are Back For 2013

steveparkhurst | November 1, 2013 in Advertising,Branding,Marketing,Promotional | Comments (0)

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Starbucks Red Cup 2013

It’s November 1st, which of course means last night was Halloween. Oh and, the famous red cups at Starbucks are back today. Easily one of the greatest branding moves in the history of marketing, the red cups mean something different to everyone. Today, I even bypassed using my reusable cup so I could experience the red cup.


Hornitos Tequila Ad

steveparkhurst | July 5, 2013 in Advertising,Branding,Marketing,Television | Comments (0)

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I saw this ad on tv and I thought it was not only funny, but it made a great point about consumers and brands. How many times have you heard people ask for a Kleenex, when they actually just wanted a facial tissue. How many times will someone ask, “what kind of cokes do you have?”

Whether it’s laundry detergent, paper towels, gasoline, or hand soap, there are times you might look for something, or ask for something, and not really care which brand you get. This Hornitos ad does a pretty good job of elaborating on that point. Watch it and let us know what you think.


CiCi’s Pizza and the Wise Use of Instagram

steveparkhurst | May 12, 2013 in Advertising,Branding,Instagram,Marketing,Promotional,Visual | Comments (0)

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By Steve Parkhurst

I recently found myself in a CiCi’s Pizza location for dinner. As an aside, I think they have the best cinnamon rolls in the history of the free world.

Anyway, I was intrigued by the table tent on the tables. I found it interesting that CiCi’s would use an entire table tent to promote one social media outlet, as opposed to all their outlets, like most other establishments. Having looked at their Instagram account though, I can absolutely understand why they’re doing it this way. Their Instagram account is fun and it is definitely centered around their customers, driving the engagement level up.

CiCi's Pizza Instagram The Parkhurst Group

I’m interested to know what other businesses are utilizing any social media outlet in a particularly spectacular way. Who else does a great job of driving up customer engagement?


Dollar Shave Club Is Doing Its Own Thing, Effectively

steveparkhurst | March 18, 2013 in Advertising,Branding,Earned Media,Marketing,Promotional | Comments (0)

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Over the last several weeks I have been hearing some really interesting radio commercials, and I was intrigued enough that I had to go and see what the commercials were really about.

I discovered a unique business model with innovative marketing, heavy with humor and attitude. It is Dollar Shave Club and I will guarantee you have not seen anything like this. They also manage to make something most of us would view as tedious or boring…somewhat interesting, and at least a little humorous.

Dollar Shave Club - The Parkhurst Group

And check out this video, it’s pretty cool and it explains with humor the concept of what they do.

Kudos to Dollar Shave Club for their interesting business model, which includes its interesting marketing and advertising ideas. These guys seem to be having fun, and that’s great to see. Well done.


McDonald’s, What Are You Thinking?

steveparkhurst | February 5, 2013 in Advertising,Branding,Marketing,Promotional,Visual | Comments (0)

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I enjoy an occasional trip to McDonald’s. As a coffee junkie, I can appreciate the serious coffee upgrade they made a few years back. As a fast food pioneer, I can also appreciate the various aspects of a McDonald’s location: the franchising, the innovations, the marketing, the colors, the cleanliness, the staff. As someone who once studied and read about McDonald’s founder Ray Kroc, I always think about his legacy alive and well in the McDonald’s locations.

On a recent visit, I was stunned to see what McDonald’s is doing to promote its newest item, the Fish McBites. And actually, it is not so much the promotion, but the name of the product itself that bothers me. Fish McBites? Seriously? Wow.

McDonald's Fish McBites - The Parkhurst Group     McDonald's Fish McBites - The Parkhurst Group

As you can see on one of the promotional boxes, the slogan “Popped From The Sea” may be one of the worst slogans I have ever seen. It is just weird. I like to think of McDonald’s as always innovating, always changing, and always smart and clever. I won’t condemn McDonald’s for this altogether, but I will question the entire marketing and promotional campaign around these so-called, Fish McBites. A campaign which also includes fishnets (pictured in the background of my photos above) with the product boxes hanging from fishhooks. There are also mini-life preservers,  fishing lures and various other fishing related paraphernalia. It is a spectacle for sure.

What are your thoughts? If you rolled out a product like this, what would you call it?


WSJ: How Auto Makers Keep You Coming Back

steveparkhurst | January 23, 2013 in Branding,Marketing,Promotional | Comments (0)

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Wall Street Journal - The Parkhurst Group

The Wall Street Journal has a great article today about customer loyalty, or lack thereof. We have used this blog to talk about branding and loyalty before. We have also used the blog to talk about how it is easier to keep a current or previous customer, as opposed to getting a new customer (a point which this excerpt also points out).

The interesting thing to watch here is what the car makers are doing to attempt to both get new customers and keep current customers. Brand loyalty is one thing with lower priced items like laundry detergent or deodorant. But when you’re talking about something of a higher value like an automobile, that is a whole new ballgame. There are some interesting hooks here

Auto makers are paying close attention to consumer attitudes about sticking with a brand, because loyalty isn’t just an admirable personal virtue to them. It’s money in the bank. That’s something every driver should bear in mind when car shopping or wrangling with a dealer.

The latest R.L. Polk study of brand and vehicle loyalty in the auto industry, released last week, found that 48% of people who bought a car in 2012 bought from the same brand they were already driving. Polk says the three brands with the most loyal customers were Ford, with 61.2% repeat buyers, Mercedes-Benz (57.7%) and Toyota (54.4%).

Reasons for staying loyal can vary. For buyers across the vehicle and price spectrum, the top attributes that inspire a purchase include fuel economy, reliability and pricing, according to consumer research firm J.D. Power and Associates. In the luxury segment, though, the top three criteria include performance, quality of workmanship and exterior styling.

For car makers, it costs far less to sell to a satisfied repeat customer than it does to win one away from a rival brand. Loyal buyers tend to spend more with a brand over time, but analysts say the days when a car dealer could charge loyalists a lot more than a first-time buyer are mostly gone—due to the easy availability of price information.

The article continues:

German luxury car maker BMW AG has for several years offered buyers of new BMWs four years of free maintenance. The deal has an obvious benefit to owners, but it helps BMW and its dealers, too, because, as BMW North America’s executive vice president for operations Peter Miles puts it: “They’ve got to come back.”

Before BMW offered the free maintenance program, only about 42% of customers got service at the dealership. Now, close to 100% do during the first four years. That gives dealers more opportunity to nurture a relationship with customers, and potentially pre-empt any wavering toward, say, Mercedes-Benz.

What are your thoughts on this? Is your brand creating loyalty? If not, what can you do about that? If you do not have this answer, maybe we need to talk.