Skip to primary content
Skip to secondary content

The All Inbound Blog

Where inbound marketing meets messaging strategy

The All Inbound Blog

Main menu

  • Home
  • About
  • Portfolio
    • Burton-Ching Ltd
    • Kabira Technologies
    • kink fm
    • kink-fm, Cal Scott
    • Nike Fashion
    • Nike Technical
    • Nike, Charles Barkley
    • Piedmont Airlines
    • See’s Candies
    • Speedo
    • WorldTelemetry Inc
    • Chevron Base Oils
    • RigNet Inc
    • MJB Coffee/Hal Riney
    • Original CLG campaign
    • CLG “Green” campaign
    • Connoisseur of Travel
    • Clarity05
  • Contact

Tag Archives: Old Spice advertising

The brand your brand could learn from

Posted on February 10, 2011 by Barrett Rossie
2

Maybe your small business can’t create a huge, beloved hit TV and social media campaign like Old Spice’s “The Man Your Man Could Smell Like” and “The Response Campaign.” But you take some valuable lessons from it.

In Creativity Online’s case study (below), the client/agency team learned that women control half the purchase decisions for men’s body wash. So their strategy: Unlike competitors such as Axe, find ways to appeal to men and women at the same time. This applies to media choices, and even more important, message development.

(For smoother video, use this link to bypass YouTube and view direct from Creativity Online.)

Lesson: Study the buying habits of your customers/brand community. It doesn’t matter whether you’re a tiny business or Procter & Gamble. You’ll discover valuable clues about how to engage and connect.

How has a particular insight helped your campaign?
Post a comment below. Or email me directly.

Posted in Communication strategy, Creative work, Social media for business | Tagged brand community, Creativity Online, customer insight, message strategy, Old Spice advertising, the man your man could smell like, the response campaign | 2 Replies

Search the blog

Email updates


 

RSS Subscribe by RSS

  • An Eleven-Month Vacation… From Blogging
  • Luck Is A Four-Letter Word: Guest Post By Brian Meeks
  • Is Your Content Radio Worthy?
  • A Marketing Lesson From Farmer Fred
  • How Clear Is Your Brand’s Voice?
  • Marketing Your Startup Business: A Quick Guide
  • Social Media Automation: Yea, or Nay?
  • Are You A Social Media Expert?
  • From Sales, A Marketing Lesson
  • Are You Smart Enough For Marketing?

Archives

  • January 2014
  • April 2013
  • February 2013
  • December 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012
  • May 2011
  • April 2011
  • March 2011
  • February 2011
  • January 2011
  • August 2010
  • December 2009
  • November 2009
  • October 2009
  • September 2009
  • August 2009
  • July 2009
  • June 2009
  • May 2009
  • April 2009
  • March 2009
  • January 2009
  • December 2008
  • November 2008
  • October 2008
  • September 2008
  • August 2008
  • July 2008
  • June 2008
  • May 2008
  • April 2008

Categories

  • Communication strategy (76)
  • Creative work (29)
  • Inbound marketing (40)
  • Social media for business (44)
  • The ad business (37)

Blogroll

  • Bowen Research
  • Dark Matter Matters
  • Deanna Camp Art Direction
  • Girvin Blog
  • Healthy Conversations
  • HubSpot Blog
  • Polish Broadcast
  • Sixth Man Marketing
  • Steal This Idea
  • Stemkoski
  • Studio H: Small Agency Big Ideas
  • The Quisenblog
  • Zipline Interactive

           

Barrett Rossie writes about marketing for small and midsize businesses, occasionally taking lessons from big brands. Please join Barrett on Twitter @BarrettRossie.

Meta

  • Log in
  • Entries feed
  • Comments feed
  • WordPress.org

Categories

  • Communication strategy (76)
  • Creative work (29)
  • Inbound marketing (40)
  • Social media for business (44)
  • The ad business (37)

Site search

Proudly powered by WordPress