Jones-ing for Promotional Products
This summer, Jones Soda proudly proclaimed that it was “the official soda of the road trip.” To prove it, the premium soda brand teamed with Griffin Technology to reward people for sharing their most creative photos taken while traveling across North America.
Using Twitter, travelers were asked to make a post with the hashtag #roadtripjones and include their destination or itinerary. Photos and videos could then be uploaded at www.jonessoda.com/gallery and hashtagged through Twitter, Facebook, Flickr and YouTube.
Ten winners received one of 10 Griffin iTrip AutoPilots, and 10 photos from their journeys were selected to appear on Jones Soda bottles internationally. The grand prize winner also received a $500 shopping spree at www.griffintechnology.com. The promotion wrapped up on August 28.
During the summer, the Jones Soda RV hit various locations during a 10,000-mile journey throughout the country, tweeting all the way (@Jones_Soda_RV). Consumers who caught up with the RV or stopped by the soda company's national headquarters received bumper stickers and coupons.
Jones Soda has a long history of giving out branded items and will continue to do so, says Josh Groff, brand manager for Jones Soda. “It is a badge of identity for people who wear and use gear branded with the Jones Soda logo – it's how they distinguish themselves from the crowd,” Groff says.
The brand, which has a partnership with the Seattle Seahawks, gave away T-shirts before the NFL team's home opener last year. This year it gave out schedule posters. “By making these personal connections with our fans, they each become brand ambassadors,” says Groff. “It is an efficient way for Jones Soda to expand awareness, and it is extremely effective because it is done in a viral and genuine way.”
Marketing Surveys Show Optimistic Signs
As the day dawns on 2010 and we leave the “aughts” (or is it the “oh-oh's?”) behind, multiple sources look to better results for marketers. A new survey shows a growing number of marketing executives expect to increase their future advertising budgets, a sharp reversal compared to prior months. The survey, conducted by research firm Advertiser Perceptions Inc., specifically identifies executives in cable television, online media and digital services as increasingly likely to spend more money on marketing during the next year. In addition, while respondents in the areas of broadcast television, magazines and newspapers remain discouraged overall about their ad budgets, there are signs their views could gradually be changing.
Those traditional “old-media” channels are still somewhat pessimistic, but less so than before. And the problems with old media go beyond the current economic environment. An increasing percentage of advertisers are expecting budget increases even in these areas. Greater optimism among marketing executives could be a result of job growth in the ad industry. Data from the Bureau of Labor Statistics shows the industry recently added 800 jobs, gaining a significant bump from media sectors. A separate report from media agency ZenithOptimedia now predicts global advertising will increase by 0.5% in 2010, up from an expected decline of 10% in 2009.
Are you a small business? This segment is often ignored in marketing surveys. A recent survey by Hurwitz & Associates of businesses with one to twenty employees found a strong correlation between marketing budget increases and revenue increases. Of those that increased their marketing expenditures, 65% saw corresponding increases in sales. Another 30% saw revenues remain flat, while only 5% experiences drops in business in spite of the advertising. Of course, not everyone in the survey increased their marketing. Of those with reduced marketing, 41% experienced drops in sales during this period. It's just more evidence that advertising works.
Of course, smart advertising works better! There are plenty of history lessons to be applied. One of the textbook examples is the battle between Post and Kellogg’s in the 1930's. We reviewed that in a recent issue. Read about it here.