Durante la primavera del 2007 ABSOLUT lanzó la campaña “IN AN ABSOLUT WORLD”. No tuvieron mejor idea para difundir su idea de un “Mundo ABSOLUT” que convertir a nuestro mundo en eso.

Una de las ideas consistió en convertir al viaje de taxi en Alemania en un viaje ABSOLUT. Para eso una flota de taxis Porsche deambularon por Hamburgo, Munich y Berlin levantando pasajeros y llevándolos a sus destinos a toda velocidad y sin cobrarles un solo centavo.

Manifesto del marketing a’la Seth Godin

• Anticipated, personal and relevant advertising always does better than unsolicited junk.

• Making promises and keeping them is a great way to build a brand.
• Your best customers are worth far more than your average customers.
• Share of wallet is easier, more profitable and ultimately more effective a measure than share of market.
• Marketing begins before the product is created.
• Advertising is just a symptom, a tactic. Marketing is about far more than that.
• Low price is a great way to sell a commodity. That’s not marketing, though, that’s efficiency.
• Conversations among the members of your marketplace happen whether
  you like it or not. Good marketing encourages the right sort of
  conversations.

• Products that are remarkable get talked about.
• Marketing is the way your people answer the phone, the typesetting on your bills and your returns policy.
• You can’t fool all the people, not even most of the time. And people, once unfooled, talk about the experience.
• If you are marketing from a fairly static annual budget, you’re
  viewing marketing as an expense. Good marketers realize that it is an
  investment.

• People don’t buy what they need. They buy what they want.
• You’re not in charge. And your prospects don’t care about you.
• What people want is the extra, the emotional bonus they get when they buy something they love.
• Business to business marketing is just marketing to consumers who happen to have a corporation to pay for what they buy.
• Traditional ways of interrupting consumers (TV ads, trade show
  booths, junk mail) are losing their cost-effectiveness. At the same
  time, new ways of spreading ideas (blogs, permission-based RSS
  information, consumer fan clubs) are quickly proving how well they work.

• People all over the world, and of every income level, respond to marketing that promises and delivers basic human wants.
• Good marketers tell a story.
• People are selfish, lazy, uninformed and impatient. Start with that and you’ll be pleasantly surprised by what you find.
• Marketing that works is marketing that people choose to notice.
• Effective stories match the worldview of the people you are telling the story to.
• Choose your customers. Fire the ones that hurt your ability to deliver the right story to the others.
• A product for everyone rarely reaches much of anyone.
• Living and breathing an authentic story is the best way to survive in an conversation-rich world.
• Marketers are responsible for the side effects their products cause.
• Reminding the consumer of a story they know and trust is a powerful shortcut.
• Good marketers measure.
• Marketing is not an emergency. It’s a planned, thoughtful exercise
  that started a long time ago and doesn’t end until you’re done.

• One disappointed customer is worth ten delighted ones.

• In the googleworld, the best in the world wins more often, and wins more.
• Most marketers create good enough and then quit. Greatest beats good enough every time.
• There are more rich people than ever before, and they demand to be treated differently.
• Organizations that manage to deal directly with their end users have an asset for the future.
• You can game the social media in the short run, but not for long.
• You market when you hire and when you fire. You market when you call tech support and you market every time you send a memo.
• Blogging makes you a better marketer because it teaches you humility in your writing.

Seth’s Blog: What do you know?

El Banco Hipotecario esta abriendo una nueva sucursal por el barrio y optaron por un poco de “marketing de guerrilla” antes que pedirle a Tinelli que se coma un alfajor para difundir la noticia.

Durante el feriado se pudo ver por los porteros eléctricos de las casas del barrio notas como la de la foto con distintos textos.

La que me tocó a mi dice:

Mary
Querés ganas un plasma o una notebook? Pasa por la nueva sucursal del Hipotecario en Santa Fe y Callao.

Sole.-

Alguien sabe quién es la agencia?

Plus:
Publicidad del Banco Hipotecario en la tele

PLAZO FIJO - BANCO HIPOTECARIO