Month: September 2010

The Granville Island Brewing is a Vancouver based microbrewery that is infamous to the locals. It knows all about the West Coast, especially that it’s good to be here, and that’s what it is communicating to its beer drinkers in a new advertisement campaign.

Developed by a Vancouverite himself, Wasserman, owner and media director, pays homage to all the best things Vancouver has to offer in his new “Because We Know…” campaign. Designed to own the Vancouver beer season in the hearts and minds of the Vancouver beer drinkers, I believe this is a genius marketing strategy. It stirs up sentiments among the brewery’s main consumers, Vancouverites who appreciate the company’s long standing history, quality product and pride for its tradition.

As we learned in class, in order to create an enduring evaluation of a product, an attitude, there needs to be 3 aspects involved: knowledge, feeling and then consequentially, a behaviour. Within these advertisements, the image of the bottle showing the Granville Island Brewery logo paired with a mountainous image alluding to the beauty of British Columbia’s scenery, consumers gain the knowledge that this company is a local one. The slogan in one ad, “Because we know: The Grind is not just a dirty dance move”, followed by a campaign tag-line, “It’s good to be here”, creates a feeling among consumers. A positive feeling of warmth and pride. Which then consequentially creates a behaviour; consumers associate drinking Granville Island’s beer with the good life in Vancouver.

It is marketing campaigns like this that keeps the company’s customers loyal. Granville Island Brewing doesn’t seek to net a wide demographic of consumers in its advertisements. It only does what it knows, and that is the West Coast, as well as good beer.

http://www.strategyonline.ca/articles/news/20100519/granville.html

As we have learned in the past few weeks of lectures as well as in our everyday lives, marketing is everywhere; it is all around us whether we recognize it or not. Marketing campaigns are not limited to large corporations with an equally large budget. Ingenious, create and effective marketing strategies can be created using very little resources, as long as they contain that single detail which captures the attention of the consumer.

Something that has recently caught my attention are guerilla marketing campaigns. Guerilla marketing relies on time, energy and imagination rather than a big marketing budget to deliver an unconventional system of promotions. They are usually unconventional and unexpected, often interactive. The reason why guerilla marketing tactics work is by generating a buzz through thought-provoking advertisements which, as a result, turn viral.

Here is a blog, called “Adverblog”, that I recently came upon which talks about interacitve marketing and other creative advertising ideas. Feel free to browse some of the clips on guerilla marketing. They are seriously entertaining!

http://www.adverblog.com/archives/cat_guerilla_marketing.htm

Thanks for reading!

Best,

Jen