Phone for a nudist
The period of active development of Euroset, then managed by E. Chichvarkin, fell on the beginning of the 2000s. According to Evgeny, advertising then worked very poorly and did not justify the money invested in it. Meanwhile, the emphasis in the mass market, as Chichvarkin believed, should be on creativity, which, as a rule, almost always works.
An inimitable example of unusual gcash database marketing is the original (to put it mildly) promotion to attract customers to the new Euroset branded outlets in 2002. Its essence was that the first 20 visitors who dared to strip naked (and it was April Fool's Day) were given a free Motorola C350 phone by the company. There were many who wanted to receive such a gift, but there were even more curious observers. The brand earned itself wild popularity, having spent only $1,300 on organizing the promotion. More than 30 thousand people visited the Euroset website then. And then for a long time you could see photos of the naked lucky winners of the phones on the Internet.
Case: VT-metall
Find out how we reduced the cost of attracting an application by 13 times for a metalworking company in Moscow
Find out how
Three million behind glass
An example of brilliant marketing was demonstrated in 2005 by the company 3M, which produces super-strong glass. The idea had been wandering in the minds of marketers for a long time, and was finally implemented. A stand made of the same glass was placed at a bus stop, and 3 million US dollars were placed inside. The manufacturer invited those who wanted to try to break the surface and, if they succeeded, take the money. Hundreds of attempts were made, but none of them were successful.
Only few people knew how things really were with the organization of this action. Perhaps the company doubted the quality of the glass it produced or was even sure that it was not that strong, but there was no great risk in all this. Firstly, there was counterfeit money there, only covered with real $20 bills (totaling $500). Secondly, according to the terms of the action, it was forbidden to try to break the glass with any equipment, weapons, tools, etc. It was allowed to work only with hands and feet. Thirdly, there were always security guards on duty (on the opposite side of the street) and if they saw that someone was acting against the rules, they were immediately handed over to law enforcement agencies.
Three million behind glass
The campaign cost $6,000 to organize, but it had an unprecedented resonance. Almost everyone started talking about the company. Some might call it fraud, but in fact, an excellent advertising trick was devised and implemented, which brought 3M a stream of customers from all over the world.
Pressure on conscience
The next example of marketing is from the music industry. How did they make money in the past? The scheme was: Talented musician + Popular record + Release of discs = Income. Now everything works completely differently, on the Internet any music is available for free download. Nevertheless, in 2007, Thom Yorke, the vocalist and guitarist of Radiohead, undertook a very risky, but effective advertising stunt.
The group then released their seventh album, "In Rainbows", presenting it to the public with the motto "Pay what you want!" That is, anyone could buy the album for the amount they considered possible. As a result - 3 million downloads and a net profit of about 10 million dollars. In fact, the group has never had more successful companies in its entire career.
Loyalty from your potential customers can work wonders, and y