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Marketing Idea

A category for ideas about marketing a product.
 
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There have been several ideas that I would consider marketing gimmicks or product placement ideas. The "Penknife of Damocles" comes to mind, as well as "coffee colored mugs" and the "Pyrex of Penzance." There was much debate about whether marketing ideas are halfbakeable. Many names were called and, while there were no physical injuries, it is possible some feelings were trod on.

I propose a category dedicated to marketing gimmicks. It could be titled "Marketing Gimmicks" or some other less obvious choice.

(I am prepared to take my thrashing.)

ato_de, Jun 13 2003

Coffee Coloured Mug! http://www.halfbake...ee_20Coloured_20Mug
Might as well take advantage of the free advertising [PiledHigherandDeeper, Oct 04 2004, last modified Oct 05 2004]

Penknife of Damoclese http://www.halfbake...ife_20of_20Damocles
Heck, yeah, I'm all over this like pinstripes on a limousine. [dijontoothpaste, Oct 04 2004, last modified Oct 05 2004]

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       I can't see anything wrong with that at all. is it in the spirit of the hb? yeah, fine
po, Jun 13 2003
  

       People are always suggesting new categories; just list all the relevant ideas in the links.
DrCurry, Jun 13 2003
  

       I am hoping this is about the methods of marketing (gimmicks) rather than the ideas, DC.   

       mind you ato_de, we generally need the ideas first - then the category, but I still like the idea.
po, Jun 13 2003
  

       How is a product different than a marketing gimmick? Isn't the differentiation what makes it worthy of the HB itself, rather than a category within the HB?   

       Is a coffee-colored coffee mug a marketing gimmick and a black one not? Is a ship-shaped serving piece a marketing gimmick and a fruit-shaped one not?
phoenix, Jun 13 2003
  

       I saw a television ad for an on-line TV guide. The gist was that they had made a revolutionary change. They had made the screen blue. So, ideas like that?
pluterday, Jun 13 2003
  

       It becomes a judgement call at some point, and I'm not sure where. So, like any good sheeple, I am trying to abdicate my responsibility for decision making to an all powerful, (or at least somewhat more powerful than me) moderator.   

       Let's use the Pyrex of Penzance as an example... (An idea which I rather enjoyed and shared with several of my freinds, sometimes taking full credit for it as my own brainchild.)   

       Baking ware made of glass = product idea.
Pyrex of Penzance = marketing idea.
  

       Taking one of my own ideas.. <blatent plug>   

       Device to detect law enforcement radar speed sensing device = product idea.
Plastic Jesus Shaped Laser/Radar Detector = marketing idea. </blatent plug>
ato_de, Jun 13 2003
  

       Rods, I would say GUI = Product Idea... Disney(tm) GUI = Marketing Idea.
ato_de, Jun 13 2003
  

       Hmm... but don't we have enough pun abuse already?
RayfordSteele, Jun 13 2003
  

       [phoenix] The function of a marketing gimmick is to remind the user of the donor (who paid for it). The value to the user may be negligible and low compared to the original cost. As long as the user holds on to the gimmick it fulfills its purpose. That's why you can see some odd stuff distributed by sales people.   

       On the other hand, for a real product the cost (manufacturing, distribution etc.) has to match the value the end user gets out of it. Otherwise nobody would buy it.
kbecker, Jun 13 2003
  

       [kbecker] Wrong, wrong, wrong. There are maybe 50 breakfast cereals at my local grocery. Cereal is the product, but why are the 50 of them? Because each is a marketing gimmick. Some of them are actually different from others, but most of them only rotate the color of the marshmallows.   

       That aside, we're talking about adding a new category to the HB. It's been proposed that coffee-colored mugs would be a candidate. I asked before so I'll ask again: Why not black ones? They hide coffee stains just as well (if not better).   

       How about the laser-guided, GPS-enabled, custard-powered, vibrating, coffee-colored coffee cup? Is that a product or a marketing gimmick? I'll tell you: It's both. It's both because it has to be both or it won't be either.
phoenix, Jun 14 2003
  

       [phoenix] If you have to pay money for it as the end user to match its value then it is not a marketing gimmic (as I understand the suggestion of ato). Just consider the coffee colored mug. Would you pay $15 for a mug that allows you just one type of coffee? I don't think so. On the other hand, if the nice car sales man offers "choose your favorite coffee mug to match your morning mood" you would take it and the label on the mug "TAXUS, we want your car to feel like home" would remind you every day how lucky you are to drive a TAXUS. That's good advertising for the car sales man so he is willing to pay the $15 (to make a $50,000 sale).
kbecker, Jun 14 2003
  

       "If you have to pay money for it as the end user to match its value then it is not a marketing gimmic (sic)..."
So you don't think you paid for that coffee mug? Really? Because if you really believe that, I'll quit arguing.
phoenix, Jun 15 2003
  

       [phoenix] Keep arguing, I agree that one way or the other I will pay for it. I just wouldn't put anything like it on my shopping list "Buy coffee mug, utility value $4, pay $15." I would still take it from the car dealer.
kbecker, Jun 15 2003
  

       Of course you would. You already paid for it.   

       Getting back to the subject, the call is for a marketing category. My assertion is that - by definition - most new products are also marketing gimmicks. Unless the category contains ideas about types of marketing, I don't think it's necessary. Mind you, it's not my call...
phoenix, Jun 15 2003
  

       Of course I would take the mug, but why would the dealer pay those extra $15? Not because he is such a nice dealer, but because the mug reminds me every day (if I use it) of the dealer and will influence future buying decisions. That's what really is worth $15 to the dealer.   

       [phoenix] I think we have a different understanding about marketing gimmick. You think about strategies and advertising while I think about the device that is the carrier for an advertising message. It must be a device that the consumer likes to hold on to, not for the message, but for some utility value or for fun. A billboard is not a marketing gimmick, but a ball pen that says on first use every day "Good Morning, did you have your Starbucks coffee today?" would be a marketing gimmick.
kbecker, Jun 16 2003
  

       What [jutta] said (which is what I said).   

       "...I think about the device that is the carrier for an advertising message."
Then the message is the marketing gimmick, not the product. Which is also what I said.
phoenix, Jun 16 2003
  

       I'm with [phoenix] here. If a new category were added it would need to be about new types of marketing rather than individual marketing suggestions. Otherwise, most of the product category could be considered marketing gimmiks.   

       For example, clock = product
bubble clock (time displayed on rising soap bubbles) = marketing of clock
They both tell the time, it's just how you do it that counts.
  

       (Credit to [FarmerJohn], the master of good clocks, for the bubble clock idea)
reap, Jun 16 2003
  

       kbecker seems to be making an odd distinction, that is, a product A (the marketing scheme) which is used to promote a different product B (the product). I think that's irrevelent to this discussion, and quite possibly a misunderstanding of what is being discussed in any case.
waugsqueke, Jun 16 2003
  

       I agree with [waugs]. A Marketing Idea and a Sales Gimmic are not the same thing. A marketing idea addresses the question "How can we move more units of Pyrex?" while a sales gimmic addresses the question "How can we make the name TAXUS inspire envy, and stick in people's heads?"   

       The Pyrex of Penzance is a marketing idea. Coffee Colored Mugs is a product idea (there is a functional reason for the colors). The Penknife of Damoclese is probably just a gimmic, unless there is a company somwhere called Damoclese, Inc.
dijontoothpaste, Jun 18 2003
  
      
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