Archive for the ‘Marketing’ Category

In order to qualify some of the best marketing campaigns, the criteria for a successful campaign must be established. Our experts believe that the number one outcome of a marketing campaign should be to resonate with the consumer and be top-of-mind at the point of purchase. From traditional campaign strategies to modern viral campaigns, Home Intel highlights a few notable brands’ efforts through the years.

Pine Sol “That’s The Power of Pine-Sol, baby”

In a new Pine-Sol ad-campaign the brand image of Pine-Sol’s fresh and clean scent is communicated in a slightly different fashion. Pine-Sol is highlighted as the choice of a strong man and is shown as both sexy and fun. Unlike traditional campaigns associated with cleaning, the new Pine-Sol campaign makes the chore look manly and desirable, yet underscores the brand’s differentiating scent that consumers have grown to associate with the product. Paired with Pine-Sol’s original “powerful” clean campaign, the brand image still supports its strong and attractive fragrance. Regarding the latest campaign, Mr. Hank Mercier, a Pine-Sol brand manager, said that the object was more to highlight the scent of the products than to satirize men’s unlikelihood to clean. “What we were trying to do was play on the fantasy of perfume ads,” which also have strong romance elements, Mr. Mercier said. This campaign is unique because it attracts the consumer’s eye with a new, edgy allure, but stays consistent with its brand messaging.

The Apple “Get a Mac” Campaign

This campaign was launched in 2006, yet it still resonates with consumers. According to Stephen Marshall, author of Television Advertising That Works, “The message of these ads is clear.” “Every one of them says, ‘Don’t be this guy.’ You don’t want to be the PC.” This strategy is particularly effective during the decision-making process. At the point of product evaluation, the consumer suddenly compares his personality to his purchase decision. Thus, the persona that Mac has created to accompany its brand is instantly positioned as the “cooler,” more modern choice. Mac proved that creating engaging personas helps grow an audience that’s receptive to the brand.

Electrolux “Be Even More Amazing” Campaign

Courtesy of Electrolux

Electrolux partnered with Kelly Ripa to market its appliances by emphasizing the ways that the products can make the consumer “even more amazing,” and still juggle all of life’s responsibilities. From saving time to being more “green,” Kelly Ripa speaks out as the image of the hands-on, busy Mom that still has enough time to keep her home clean, her kids happy, and stay organized. Electrolux hosts a special spot on the website where Kelly Ripa speaks out about personal tips from party planning to cleaning and life at home. The direct link to Kelly’s personal life and personal experiences makes the campaign effective on a personal level. The campaign portrays a specific image that the target audience can relate to, and generates the idea that these products will in fact make the consumer “amazing.”

At Home Intel, we understand that there are countless ways to market a brand and/or product to the appropriate demographic. Recognizing the changing media landscape and understanding the target market within an industry are the first steps to creating a successful campaign that will resonate with the consumer, which is why our experts are constantly studying a variety of business campaigns that influence the home and building industry.

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