Today I had to book a hostel for a few nights in Ecuador, so as always I fired up Hostel World, the "World's #1 Hostel Booking Website" to check out what was on offer. While doing this a friend mentioned that I should also check out Hostel Bookers and when I did I noticed a marketing attack on the home page directed straight at Hostel World customers like me
July 10, 2010
There is something about studying performing arts – drama, music, and dance – that gives you untold confidence in many life situations. And when more people fear public speaking than they do death, that confidence can be a real advantage in the business world. So when I discovered that Emma Meads, a friend that I had met travelling, was a partner in Theatretrain – a company that loves to perform, I knew that it would make a great interview for Maloney on Marketing.
July 6, 2010
One of the latest characters here at Hostel Kokopelli has been Jason Tyler Grace, an incredibly talented tattoo artist from San Francisco who is attempting to make his way around the world one tattoo at a time, as a Tattourist. In this interview, Jason talks about what has inspired him and his journey.
June 18, 2010
In early 2009, Guy Grisby quit his job to travel the world with his camera, a laptop, and a passport. In this interview Guy tells us all about his photoblog business, Some Guy and a Camera.
May 31, 2010
There is one thing that infomercial marketers know all too well, and that is offering a money back guarantee reduces risk for the customer and increases likelihood they will buy the product. Following this strategy, in Peru, I came accross this Pizzeria advertising that "If you don't like the food, you don't pay". But is this in fact a good offer for a restaurant to make?
May 19, 2010
For most brands shifting all your advertising spend into social media is the stupidest thing you could do right now, but it is what many so called "social media experts" will have you believe.
May 17, 2010
Last year I highlighted Video in Print, a technology starting to appear in magazines. Now Esquire have taken it up a notch, with their December 2009 issue featuring Augmented Reality on the front cover and throughout the magazine.
May 6, 2010
Leaving the environmental issues to the side for a second, for BP it is disasters such as these that truly test the capabilities of their Marketing and Communications teams. It turns out they are not working together as well as one would hope.
May 2, 2010
Spotted this outdoor advertisement today, and couldn't stop laughing. What kind of a brand name is "Kevin" for a cologne?
April 29, 2010
In Bolivia I recently came across a store selling washing machines next to motorbikes, breaking every marketing rule there is.
April 28, 2010
Earlier this year I had the privilege of hiking the Inca Trail to Machu Picchu in Peru. The experience was all booked online through Chimu Adventures, who are regarded as Australia's leading travel company to South America. I recently asked Greg Carter, one of the founders of Chimu Adventures, to tell us what sets them apart from their competition.
April 19, 2010
Augmented Reality is one of the hottest topics in marketing today and there is no sign of the buzz subsiding. Always on the cutting edge, fashion brands have been quick to jump on the bandwagon. Here are 3 examples featuring Adidas, T-Post and Brights & Stripes.
April 18, 2010
I have been travelling through South America for the last 6 months now and I have stayed at more hostels than I care to remember, and they all tend to blur into one. But there is one that has stood out from all the rest. Hostel Kokopelli in Miraflores, Lima, Peru. I recently asked Rutger Bosker and Paulo Rathboune, two of the owners and managers of Hostel Kokopelli, how they do it.
April 16, 2010
Vihuela is an Argentine company that make incredible handmade leather guitar straps, belts, custom designs and accessories. Their story from a marketing perspective is even more incredible
April 14, 2010
Maloney on Marketing is celebrating its first birthday today! Digging through the website stats, from the 60 posts I have done so far there are some posts that have stood out from the rest in terms of popularity. So to make sure you haven't missed them, here are links to the 5 most popular posts to date on Maloney on Marketing.
April 12, 2010
Luke Nuto, a former Art Director at the globally acclaimed Glue Society, has been designing and selling T-shirts for over 10 years. In particular his current label, Young Lovers, is growing from strength to strength primarily through the online channel. As my current travel buddy through South America, I thought it was time to convince Luke to put the Campari and Sprite down and share with us what he has learnt about building a clothing label.
April 9, 2010
Today in Buenos Aires I noticed a chain of convenience stores branded "Open 25 Hours". While I can see what they are trying to do in pushing the convenience message, all it takes is a competitor to come out with "Open 26 Hours" and it will start an impossible hours war with no end.
April 6, 2010
Cleaning up my hard drive today, I came across the notes I made while attending DMA09 in San Diego late last year. There is definitely some gold in there, so I thought I would post them up here for you to steal, so you too can benefit from the insights shared at the global event for integrated marketing.
April 2, 2010
When you are travelling through developing countries, you quickly discover that copyright doesnt really mean much. Here is a collection of some copyright infringements I found in Peru. If you were managing one of these brands, do you think it would be worth your while to stop these infringements?
April 1, 2010
In my last post, I covered how Nike is trying to ambush Adidas' sponsorship of the 2010 World Cup. Well it looks like Adidas have quickly responded, by shaving their brand into the back of Argentine junior football players heads!
March 30, 2010
Over the years, Nike have undoubtedly been the best proponents of Guerrilla Marketing when it comes to ambushing major sporting sponsorships. Now it seems that Nike are up to their old tricks, this time in Argentina. Again, despite Adidas being the official partner of the FIFA 2010 World Cup, Nike have launched a World Cup themed campaign designed to provoke the passionate Argentine supporters.
March 28, 2010
The influence of the MTV show Pimp My Ride featuring rapper Xzibit has been wide reaching, with "Pimp My _____" appearing everywhere. Which is fine, but this time I think it has gone to far...
March 26, 2010
When your print ad appears in a fashion magazine you are up against about 50 other advertisements at least, all vying for the readers attention. So to breakthrough all that clutter, you have to do something different, which is what Pony has done in this Argentinian magazine.
March 24, 2010
In a recent post I talked about how to move brand metrics with strategic online partnerships. Well the Commonwealth Bank/Domain Radar partnership has just received another boost, winning Best Brand Building Initiative at the 2009 Asian Banker Excellence in Retail Financial Services Awards.
March 22, 2010
Branding in another language is a fine art. There are so many examples of it going wrong. But a lot of the time it is not the translation that is the issue, instead a lack of understanding the local slang. Which is why the brand name for these diapers I saw in a favela in Brazil is so damn funny...
March 19, 2010
After the backlash that Vegemite's iSnack 2.0 disaster caused, I thought it would be the last I would see of the whole 2.0 naming phenomenon for food products. However I was wrong, as in Brazil I woke for breakfast to find a can of Nescau 2.0, a powdered chocolate drink by Nescafe, sitting on the table in front of me...
February 18, 2010
Guerrilla marketing has always been a passion of mine. There is nothing like sticking it to your competition when they are least expecting it. Travelling through Brazil I came across a great example of guerilla marketing in action when I ordered a beer at a local restaurant.
January 21, 2010
Brand managers always seem to be working on defining what they want their brand to be. Unfortunately this process often misses out a critical definition: what you are not.
December 21, 2009
At the recent DMA09 conference I had the great pleasure to have a few beers with the editors of DMI magazine (Direct Marketing International). They asked if I could write a feature article on my direct marketing philosophy that "the line doesnt exist". So I did, and to their word, they published it. Check it out and let me know what you think.
December 9, 2009
You just know that anything pitched as the global event for integrated marketing is going to be as huge as American meal portion sizes. And DMA 09 in sunny San Diego sure didn’t disappoint, with 6 days of world class keynotes, thought leadership sessions and best practice case studies, alongside the world’s biggest marketing exhibition.
September 9, 2009
Julian Cole of Adspace Pioneers has done it again. Following on from his popular list of the Top 50 Australian Marketing Pioneer Blogs, he has now released a list of Advertising's Young Minds: The top 27 blogs of people under 27.
September 7, 2009
In general, marketers are not only great at identifying trends, but also at following them. The latest viral marketing trend for example, seems to be destroying your own website.
August 28, 2009
In a previous post I covered the future of the press industry, and the inevitable decline in paper based readership. But the latest in nano-technology may just buck this trend, with the first video-in-print advertisement launching in the US magazine Entertainment Weekly in September 2009.
August 25, 2009
As someone who is only weeks away from leaving the country for a few years, I have to say that seeing the refreshed Qantas epic TVC stirred some patriotic emotions. I am convinced that if the Peter Allen tune doesn't bring tears to your eyes, you are not Australian. Maybe that should be the new citizenship test?
August 17, 2009
Ok so I have been rather slack updating my fitness blog, Maloney Fitness, since starting this marketing blog. But I couldnt go without highlighting the latest exercise craze, the Shake Weight.
August 16, 2009
In a previous post I covered the epic Barclaycard Waterslide campaign. Now Microsoft have upped the ante with Megawhoosh, a viral waterslide video like no other, to promote Office Project 2007 in Germany.
August 11, 2009
Surfing around for a new digital camera and I have to say Samsung's latest viral teaser campaign for 'Tap and Take' technology is awesome. Really simply they are asking people to guess what 'Tap and Take' is, then using social media to spread the resulting curiosity.
July 2, 2009
Most multi-national companies now engage in some form of Corporate Social Responsibility, with a strategic approach involving a combination of corporate giving, philanthropic sponsorships and cause related marketing. This free white paper looks at how multi-nationals are integrating Corporate Social Responsibility into their marketing strategy to build and sustain a competitive advantage.
June 28, 2009
Every year around 18 million people, equivalent to the population of Australia, migrate from rural to urban areas in China. This free white paper looks into the trend, and what it means for business moving forward.
June 15, 2009
This free white paper looks in detail at the group that is at the forefront of the Chinese consumption revolution and predicted to be the most powerful consumer group in the world within the next 15-20 years, ‘Chinese yuppies’ or as they are affectionately known, ‘Chuppies’.
June 14, 2009
Diffusion of Innovation was one of my favourite research topics while studying my Masters of Business in International Marketing. This free white paper introduces the 'Newton Ball Diffusion Acceleration Effect' and discusses its influence of the current global innovation phenomenon, the Apple iPhone.
Chris is a Multi-Channel Marketing Strategist, Speaker and Blogger and was named ADMA Young Marketer of the Year for 2008
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