Marketing Monday

Marketing Monday: Meatless Monday

Every Monday, the Breaking Even blog takes on a business, non-profit, or website with a good marketing idea. Have one? Send it in!

This morning, I was listening to NPR (on the Maine Public Broadcasting Network) and heard about former marketer now turned non-profit marketer Sid Lerner talking about the Meatless Monday concept him and his firm started as a way to get people to eat healthier one day a week. According to the story, 20% of the American population was aware of the term. Personally, I’ve heard about it on a few blogs I read (I do like food) and I was surprised the recognition of the phrase was that low.

Not just a campaign but a website providing useful information and incentives to step out of their comfort zone one night a week.

Meanwhile, it turns out some college campuses have also bought in to the concept but most younger generation folks aren’t going meatless for cholesterol but for the environment. (Which is a big reason why I eat meat only a couple times a week myself. Holy grain acres, Batman!(As a complete aside, you can read a whole nerdy though somewhat slanted article about grain acres here with neato diagram if you are interested.)

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Marketing Monday: Tom’s Terrific Tattoos

Every Monday, Breaking Even looks at a person, company, or website doing something cool to promote itself online. Have an idea for a future Marketing Monday? Let Nicole know!

I recently went with a friend to Tom’s Terrific Tattoos, located in Ellsworth Maine. I’ve long seen the bumper stickers on people’s cars. I feel like I even heard about the place before moving to Downeast Maine, probably because the name is so memorable.

When one of my friends wanted me to go with her to get her tattoo, I jumped at the chance to finally see the inside of TTT’s.

Being memorable, especially in the creative industry, really pays off.

Have a memorable name.
If you are thinking of naming a business or rebranding a part of your business, a memorable name can help people keep you in mind when they are ready to make a purchase.

Give away free stuff with your memorable business name on it.
I noticed on the counter, Tom had bumper stickers and business cards with the business name on it. Also, he give my friend a ‘goodie bag’ which included one of the bumper stickers as well as care supplies for the tattoo.

A variety of promotional materials are available on the counter at Tom's Terrific Tattoos. A side effect of making your business name fun: people will want to promote it.

Have a website with examples of your work.
Tom has a fairly basic website with examples of his work. If I was shopping for a tattoo place, I’d want one with a website, if only because I would feel a business with a website is more established. Is this important when I’m considering someone putting a needle into my body? Absolutely. Is it important to other people? I can’t say for sure but probably.

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Marketing Monday: Working With Creative People

Every Monday, I profile a business, person, or website doing neat things online. I thought I’d take a little break from the usual format and talk about something I see a lot: business owners working with the creative people they hire: webdesigners, writers, graphic artists, internet marketers, etc.

Admittedly, I’m somewhere in between. I do creative services for people but I feel like I also do a lot of organization of creative people to keep things moving forward too. Here’s what I’ve learned over the last couple years:

1. You might not know exactly what you need but be as specific as you can with what you do know. There is a reason you’re hiring someone to create a logo, a website, a painting, or anything really: You don’t know much about it or you don’t have the time/interest to do it yourself if you do. Creative people understand this.

That said, to get the best quote possible, be up front with what you do know: budgets, other players on the project, and deadlines are all helpful. It’ll keep the person from doing something embarrassing like bring up the name of a rival company or time wasting, like generating a quote for a project four times your actual budget.

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Marketing Monday: World Of Warcraft

Marketing Monday is a weekly installment talking about a person, business, or website doing something cool online. If you have an idea, let the BE Blog know!

I recently ran into someone at a local coffee shop who was telling me how he was motivated to reopened his Second Life account. “I’ve been getting gigs to Second Life parties to play my guitar and people actually pay me like $40/hour to do it!” he was saying. Yes, this is a video game character playing the guitar and yes, he is playing for actual US dollars.

As someone who’s never gotten past level three of Super Mario, I was intrigued, and maybe even slightlyjudgmental about people who play computer games like this. I was about to tell my man friend Dan how weird this conversation was when I found out he’s a gamer.Dan has been playing World of Warcraft on and off for three years. I decided to pick his brain about virtual worlds, and how and why they are so popular:

What about WoW makes it more interesting to you than something you’d play on a gaming system (Playstation, Wii, etc.)?

You can’t beat the game so the game has more replay value. There’s always something more you can do, which is motivating.Every two to three years, the developers add on an expansion, raising the maximum level of characters, adding new maps/quests, etc.

There is a group element to the game, encouraging user interaction. When you start playing WoW, you join a guild. The guild has their own chat, and there are options for guilds to get together and help each other out. You can talk to people individually or in a group format.

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