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Branding

Marketing

What Marketers Can Learn From Sesame Street

January 1, 2015

When Joan Ganz Cooney and Lloyd Morrisett first embarked on creating Sesame Street, they could never have imaged the impact that it would have. With over 100 Emmy awards to its’ name, Sesame Street remains one of the most popular children’s television shows to date. Started in 1969, Sesame Street not only introduced us to Big Bird and Elmo, but it also revolutionized and challenged the status quo.

While at first glance Sesame Street may seem like an obvious children’s favorite, the reality of the situation was that Sesame Street was the counter to the ‘norm.’ Part genius and part luck, Sesame Street’s ‘success story’ serves as an excellent examples to marketers on how to make anything from an idea to a campaign succeed.

The Big Bird That Almost Never Happened

Believe it or not, but when Sesame Street was first conceptualized and created, Big Bird wasn’t part of it. Not just Big Bird, but other lovable Muppets, like Oscar the Grouch, were never even supposed to be part of the original sketches. What caused Cooney and Morrisett to write in the characters of Big Bird and other Muppets was the realization that Sesame Street didn’t ‘stick.’

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Business, Marketing

Should Your Business Sell Everything?

January 1, 2012

As a business continues to grow in sales, there comes a point when a business needs to decide whether they should expand their product line offering or if they should continue to work with what they have. While there are many reasons why a business could benefit from expansion, there are also many reasons why it may actually hurt a business.

In the perfect world, the more you have to offer, the more valuable you are. Unfortunately, that is not the case. When a company begins to expand their product line, a business could be endangering their brand identity.

It’s Not For Everyone

Although expanding may seem like the best strategy, the truth is that expanding posses problems from a marketing standpoint if not done correctly.

To understand the possible implications of product line expansion, we will use Company X as an example.

Company X has built a reputation of building great copy machines. They have built a solid foundation in the minds of consumers, but now they have decided to expand to building computers, fax machines, and other electronic accessories. Although they are now able to penetrate existing markets, the big question is whether or not they can dominate it in the same fashion as they did with copy machines. In most cases, the answer is no. By expanding the product line and offerings, Company X has disoriented consumers. They are no longer relevant in the minds of consumers for any specific product or service, but are rather identified as selling a lot of ’stuff.’ Remember, there is never a demand for ’stuff.’

Don’t Sell Stuff, Sell Your Brand

While the obvious counter to Company X is to bring up examples like Target and Walmart, we must remember that they aren’t known for selling ‘stuff.’ They are known for selling many consumer products at a low cost. Similarly Costco sells many different product, but again they aren’t known for selling ‘stuff,’ they are known for selling products in bulk.

If you look at some of the leading companies that offer a wide range of products to consumers, what you will find is that none of them are known for selling ‘stuff.’ Rather, they are known for selling a particular type. Just how Costco is known for selling goods in bulk and Target at affordable prices, businesses that consider expanding their product offering need to determine what their message will be to consumers.

3 Questions To Ask Before Expanding

1. How much market share do you currently have with your current product offering/service line?

2. Do you have the resources to compete in other product/service market?

3. How will you change your marketing/branding efforts to support your new product lines?

Social Media

Life Without Lag: The Social Media Effect

August 16, 2009

life without lag

Google maps says it takes 10 minutes to get from point A to point B. Unfortunately, 10 minutes ends up being more like 13 minutes. Although it’s just 3 minutes off, that’s 3 minutes lost. As the day continues, the minutes add up. How many minutes have you wasted? Whether it’s the time wasted in traffic or the time spent waiting in lines, it makes one wonder what life without lag would be like.

While no one would say they enjoy waiting in long lines or sitting in traffic, it has become a part of life. Just how brushing your teeth and tying your shoelaces have become second nature, so has living with ‘lag.’ We complain about it, but with no solution. The delays that we experience every day in our lives also occur because of uncontrollable events. From the snow storm that delays a flight home on the holidays to the rain that makes traffic seem twice as slow, we have accepted delay and lag as part of our lives. Continue Reading…

Featured, Personal Branding

I Own Seth Godin

July 31, 2009

Yes, it is true. I now officially own the marketing guru himself Seth Godin. After spending just over $10, I now own Seth Godin along with a copy of “The Little Book of Marketing Secrets.” While I might never be able to read “The Little Book of Marketing Secrets” because of it being no bigger than my thumb, I already feel smarter and full of confidence. This is what a 5.375″ action figure of Seth Godin does to you. It makes you feel like a champ.

While I may never be as popular and famous as Seth Godin, when I saw his action figure starting at me while browsing through a local shop on vacation, I knew that I had to have it. Seth Godin would be pleased to know that he was in good company. To the left of him was an action figure of Jesus and to the right of him, Albert Einstein himself. While I hadn’t purchased an action figure since I was 10 years old, Seth should feel rest assured that he will be joining an elite crowd. He will joining the likes of Wolverine, Batman, and the Teenage Mutant Ninja Turtles. Continue Reading…