Marketing is such a unique concept and tool because it can be used in so many ways. Often, those unfamiliar with the different uses will often think of marketing as just annoying ads trying to convince to spend a ridiculous amount of money on a product that they don’t need. But marketing is so much more than that. We can use marketing to influence and ensure better decisions to all members of society, whether it be a healthier lifestyle, or the prevention of bad choices.
In terms of marketing strategies, the Got Milk campaign uses different aspirational leaders to attract different target markets. Their celebrity line up ranges from the young skateboard stud, Ryan Sheckler, to R&B sensation, Usher, to the housewife that knows it all, Martha Stewart. Got Milk recognizes the different stages of family buying decisions, and has ads that will appeal to the initiator, the influencer, the decider, the buyer, and the user regardless if it is one, or many members of the family in each role.
http://inventorspot.com/articles/got_milkinventive_marketing_5569
The picture links to a website showing different Got Milk? ads around the world, quite interesting to look at
The Got Milk campaign is an excellent example of successful cause marketing. Cause marketers must exploit all the social factors that lead to a consumer’s decision in a specific cause, whether it be a lifestyle change, or a belief/attitude towards a social matter. More specifically, the Got Milk campaign does not worry about what brands of milk that the consumer chooses to drink. The most important part of the campaign is simply to influence the importance of the liquid calcium.
Here’s a behind the scenes look at the making of Ryan’s ad, and yes, the moustache is real!
