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#2.13: The “Celebrity Promotions” Issue

1 > Design a logo around your URL
2 > Make your Web address prominent
3 > Integrate your product into your promotion
4 > You’ve got to see this: Innovative marketing tips

1 > Design a logo around your URL

Artist Peter Max puts his Web site address in his logo. If the URL is an integral part of your logo, it cannot be taken out or altered. Every time his art is displayed, which is sometimes in incredible spots that aren’t even available for sale, he gets traffic back to his Web site. For instance, his artwork was featured on the front cover of Playboy Magazine’s Millennium edition. That space is not available to buy; yet his logo and URL were stamped on millions of copies. He painted the cover for the recent Verizon Yellow Pages (New York edition). Again, in the most prime location, his URL is prominently displayed.

The lesson: By placing your URL with your logo, you’ll build your brand while driving traffic to your site.

More info:
http://www.petermax.com

2 > Make your Web address prominent

Make a conscious effort to display your logo when making TV appearances. It’s not every day that you’re on TV, but when you are, make a lasting impression. At a Washington, DC policy conference organized and hosted by the Association for Interactive Media, the group placed its URL on the podium’s face and behind the speakers knowing in advance that C-SPAN was filming (and later airing) all of the speeches. Political organization Empower America, led by famed politicos Jack Kemp and Bill Bennett, took the advice of a pioneering staff member to change its name to Empower.org, which defines its location and mission. Since they often frequent the talk show circuit, Kemp and Bennett’s names are captioned displaying their URL to the millions of viewers.

The lesson: If you’re on TV, make sure they can see your URL.

3 > Integrate your product into your promotion

Wireless carrier Cingular Wireless teamed with rock band Sugar Ray to launch the “Answer the Phone” promotion in which six winners receive personal phone calls from Sugar Ray inviting them to fly to LA to meet the band at a concert. Cingular is taking advantage of the band’s popularity among young wireless users by developing this multi-channel marketing campaign, which ties a youth-oriented celebrity to the product. Cingular also made available Sugar Ray-instrumented ring tones for download.

The lesson: Develop a promotion that will catch the attention of your target audience and feature your product as the focal point.

More info:
http://www.cingular.com/about/latest_news/01_12_03

4 > You’ve got to see this: Innovative marketing tips

This book is an oldie but goody. Published in 1996 by Harvey Mackay, “Swim With the Sharks Without Being Eaten Alive” is filled with clever marketing tips that supply you with ways to outsell, out-manage, out-motivate, and out-negotiate your competition.

More info:
http://www.mackay.com/tackle/Swimindex.html

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