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Marketing Hits and Misses

May 1, 2013

Its time for another hit or miss post.  We are all subjected to so many marketing messages everyday – once in while its worth stopping to look at a few in detail.

Tretorn Shoebag – Reinforcing values and differentiation

tretorn bagThis bag to the left is what a recent purchase of Tretorn tennis shoes showed up in.  It stopped me cold when I opened the shipping box because it was something I had never seen before.  Sure, my wife has gotten really nice bags for her really expensive purses (I cringe everytime I see one), but tennis shoes in a bag?

The text on the bag reads “ This shoebox is a smart shoebox.It loves nature and takes 65% less paper and 60% less material water and fuel to make than our old shoeboxes. It’s our little way of Tack Sjalv (Swedish for Thank You) to the great outdoors. Oh, and it's a bag.”

Shoes are shoes (I happen to like Tretorn), but this packaging differentiates them further with enforcing their uniqueness and allows them to make an environmental statement.  Well done!

Great Outdoor Provision Co. – Saying thank you a nice way

I signed up for the mailing list for this outdoor gear and clothing shop.  They have a good variety, they are local to Charlotte and I liked their homey approach on their website.  Instead of the standard “thanks for signing up email”, I instead immediately received a coupon good for 10% off any regular item. And if I forgot to print it out, all I needed to do was show them the email on my phone.  Now that was a nice way of saying thanks for giving us your contact info.

Screen Shot 2013-05-01 at 9.04.47 PM


Aluminyze – be prepared for the onslaught

So this is my miss.  I received one of the daily groupon deal mails and it got my attention.  This company – Aluminyze – was offering aluminium phone cases with your choice of photo on it for $10. What a deal. There was a link to watch a video from them to learn more. I clicked it and got to watch a video of how they put your picture on aluminum, but nothing about the phone cases. And a lot of comments from other people that were disappointed that there was nothing about the phone case.

Screen Shot 2013-05-01 at 9.11.33 PM

So I went to their website.  The first link I clicked for the phone cases did nothing. Then I found another link.  This one took me to cases (with a really long load time). So I could get one for my iPhone5. At that point, I wanted to understand the process so I tried a number of times to follow that link.  Obviously a lot of other people were as well because it would not load.  The lesson here – if you are going to do a daily deal offer, be prepared. Be prepared for the volume. Be prepared to capture information about your casual visitors and be prepared with a follow up offer after someone buys your loss leader.

So do you have any hits or missed you want to share?  We’d love to hear about them.

Dan Kraus
Written by Dan Kraus

With more than two decades of experience in sales, marketing, and go-to-market strategies, Dan Kraus has developed a deep portfolio of experiences that he now uses to help small businesses profitably grow their businesses. As an entrepreneur, Dan understands the challenges of growing a business with limited capital and human resources. As a line of business manager in larger companies such as SAP America and Great Plains Software (now part of Microsoft), his experience launching new business ventures inside reputable organizations established his reputation as a creative and effective executive that could both plan and execute within corporate confines.

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