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Examples of Successful
Creative Marketing
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Estee Lauder
Estee Lauder simply refused
to give up. When she wanted
something, she used highly
creative tactics to get it.
She resorted to one such tactic
to break the prestigious
Galleries Lafayette account in
Paris. When the manager refused
to stock her products, Lauder
“accidentally” spilled her first
women's fragrance Youth Dew on
the floor during a demonstration
in the middle of a crowd. As the
appealing scent wafted through
the air, it quickly aroused the
interest of customers, who began
asking where they could purchase
the product. Seeing this, the
manager capitulated and gave
Estee Lauder her initial
order...
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Half.com
Before spending a single dime in
traditional marketing, Half. com
captured the attention of the
media, and the Internet
community. Time magazine called
it "one of the greatest
publicity coups" in history.
Twenty days after the launch,
e-Bay called. Within six months
Half.com was sold to eBay for
US$ 300 million...
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Tony Wainwright
Tony Wainwright, chairman of a
$2.5 billion corporation and one
of the world’s foremost
salespeople, once sat in the
reception room of the Wrigley
Co. for two days, trying to get
a meeting with company chairman
Philip K. Wrigley.
Finally, he cornered a window
washer, gave him $200, and got
him to write on the chairman's
window: "Wainwright has a great
idea." Naturally, Wrigley came
out immediately to see who this
Wainwright fellow was and to
hear what he had to say.
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Burger King
Customer surveys, focus groups
and sales data can tell you some
things about what customers
think of your product. But how
do you really gauge how deeply
your customers care about it?
Burger King’s answer was to take
that product away.
The company invented a curious
fusion of an innovative market
research approach and buzz
marketing...
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A
storekeeper had for some time
displayed in his window a card
inscribed 'Fishing Tickle.'
A
customer drew the proprietor's
attention to the spelling.
'Hasn't anyone told you of it
before?' asked the patron.
'Oh, yes,' the dealer said
placidly, 'many have mentioned
it. But whenever they drop in to
tell me, they always buy
something.'
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