It’s worth mentioning… You don’t see creative packaging or promotions that are truly creative these days. We see a lot of organizations (brands) trying to accomplish this, but few stand out and it’s usually not the little guy. Of course, which demographic you’re in will likely affect the opinion here.
Controversy about Ayn Rand and objectivism aside, the third installment of Atlas Shrugged is promoting and hitting its target market in big ways. I’d have to assume their primary target market is college students, with a secondary made up of people like myself that read Rand in college and haven’t gotten her and those seemingly logical ideas out of our heads yet.
Anyway, I’ll be honest and say I’ve only clicked on two ads in Facebook. Considering how much time I spend on the site for myself and marketing for Pro QC, this is surprising. Sure, they are usually targeted but it’s not a place where I’m looking to buy products or hear about other people’s stories using those products. But… I couldn’t resist the Subaru ad sporting the new line of v-neck t-shirts and bright pink keychains. I clicked, purchased and wear those with pride. If a company can get me to pay to market for them, that’s a win. The second was the promotion for the latest Atlas Shrugged production. They were offering to send free post-it notes that said “Who is John Galt?” Again, I clicked fast and within a few days received several mini pads of post-its that look like this:
The real assessment of success will be whether or not people distribute them. Yes, in fact I did send a pack along to an individual that I continue to engage in debate about this subject. I also left a few on the tables in the College of Business at USF. 🙂
As a sucker for packaging, I will add that the Kickstarter wallet project we supported finally came to a conclusion today when the actual wallet finally arrived. While the quality of the product is excellent and met all expectations, the packaging was equally impressive. It nailed the target market perfectly. Nice job Dash Wallets.
On the back of the envelope, the Dr. Seuss quote was a nice touch:
“Sometimes the questions are complicated and the answers are simple.”
From a CSR perspective, the card that came inside the wallet made me feel all warm and fuzzy. It talks about the wallet being made from one piece of leather to reduce excess material and it even thanks me for supporting their “little wallet company.”
I’ll sound off with one of my favorite Ayn Rand quotes:
“The question isn’t who is going to let me; it’s who is going to stop me.”