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By: Mindy Weiss

Toronto’s Pfaff Automotive and Canadian agency Lowe Roche are redefining the definition of “direct mailings.” In a new campaign, they targeted affluent homes and then photographed one of the dealership’s Porsches on the street outside of each house. They used these photos to produce individualized mailings in which the car appears to be in the potential customer’s driveway. Featuring the headline “It’s closer than you think,” the postcards were printed in a van on the street and dropped in each house’s mailbox. As a result of the personalized ads, the dealership saw 32% of recipients log onto their website to schedule a test-drive!

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By: Mindy Weiss

A study conducted by Pew Research revealed that the most popular videos on Youtube from January 2011 to March 2012 featured political upheavals or natural disasters. As smart-phones and other compact video-recording technology have become mainstream, they have changed the meaning of “breaking news”.  No longer do we need to rely solely on news stations to show us what is happening across the globe; just log onto Youtube and watch videos of breaking news from people who happen to be in the right place at the right time (or the wrong place at the wrong time). This is just another example of how Youtube and video technology have connected users around the world.

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By: Mindy Weiss

With all the talk about the upcoming Olympics, I have seen many online articles that depict the lifestyle and training methods of Olympic-level athletes. One such article describes a new service in the United Kingdom called Precision Hydration, in which athletes can be tested to determine how much sodium they lose per mg of sweat. The technology was originally created to monitor the sodium loss of people with cystic-fibrosis but has now been adapted for more common use in athletics.

What does sweat have to do with marketing? In this case, it shows how companies can create opportunities in competitive markets. By adapting existing technology for a new clientele, Precision Hydration has created a new and appealing service for high-level athletes. More significantly, their sweat-testing service led to the creation of a line of sports drinks that features a wide range of electrolyte quantities, allowing athletes to choose a more accurate hydration solution. So in a competitive sports drink market, Precision Hydration has presented athletes with both a new problem and new solution: generic sports drinks might not provide them with the correct amount of electrolytes for their body, so they can use Precision Hydration to find out how much sodium their body needs and then hydrate with Precision Hydration products. Sounds like successful marketing to me!  Check out Precision Hydration’s website here.

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Simplicity Rules!

By: Mindy Weiss

In honor of the 40th anniversary of the passing of Title IX, the Education Amendment passed by Richard Nixon that opened the doors for women’ sports, Nike has released a new spot called “Voices.” The spot commemorates the progress that women have made in sports while reminding viewers of the challenges that female athletes still face everyday. 

I found this spot incredibly moving.  Maybe it was the alternating images of grown female athletes with those of young girls, which reminds us that even adult athletes are kids at heart and just want to play. Maybe it was the success stories of famous female athletes who paved the way for girls like me to play sports today. Overall, I think it was the closing words that had the biggest impact on me: “#Maketherules. Leave it to Nike, the company whose simple “Just do it” slogan has inspired for years, to understand that sometimes the fewer the words, the bigger the message.