The Age of Advertising

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The article by Judann Pollack and Beth Synder Bulik (to print) on the Advertising Age explains, through various well-known examples in the United States, how it is possible to carry out a successful marketing and communication strategy in an individual and personal way. Some examples that are mentioned:

The Age of Advertising

Phill Marshall (musician, son of Jack Marshall): He has crypto users number data performed in stadiums with more than 24,000 people. Now he is dedicated to touring the world, and his new stage is the backyards, dining rooms of some private homes, and he also performs at birthday parties. This is his creative marketing and advertising strategy “do-it-yourself”. What he intended was to generate noise, to spread rumors about his work, without spending money: “Building buzz without spending cash”. To do this he invented two new product concepts: the “Gold Package” and the “Platinum Package”, which included different performance times and services for the prices of $250 and $500. He assures that with this type of strategy there are no barriers, since the audience always acts as if they were the stakeholders. Another of his widely used strategies was to promote his fourth album through some social networks such as Facebook or Twitter: going to a Starbucks, performing, asking if he could publish it and publishing it on the different social networks, was a guaranteed success.Leslie Poston (Uptown Uncorked consultant) says that people have an innate desire to connect and communicate, which makes social media so successful. Her quote: “The interesting thing about a great social-media campaign is that it has to have an offline component. The whole point is to get people together.”

Aliza Sherman (author and online strategy consultant): Her marketing and communications strategy in 2001 was a tour to present her book. It was a campaign that she led herself for a year and that consisted of traveling the country (cross country, in a second-hand vehicle and sleeping in friends' houses) and visiting different bookstores and reading clubs that were usually held in private homes. There she offered signings of her book and interacted with readers of her book, achieving viral marketing. Aliza has set up an agency where she teaches how to carry out these marketing strategies independently without hiring any marketing and communications agency or consultancy.

David Goldstein (founder of the Mystery Café): This restaurant can be found in franchises in over 20 cities in the United States. This idea is spread across the country with an “Invitation to Murder” – that is, by putting on small performances about murders in people’s homes. The founder states: “If people don’t come to us, we will come to them.” These private “parties” are used as a marketing tool. In addition, David has started a “Chocolate Route” and a “Business Store.” He runs everything himself, and he assures that there is no one who dares to claim that he is not capable of doing it himself.

We see that there are different cases in which an entrepreneur decides to carry out a marketing and communication strategy without the need to hire an agency to design it and indicate how to implement it. The two main advantages of this system are: the total customization of the strategy, and the reduction of costs. But to do this, you must have a very clear strategy plan to execute and reach the target audience.