Free Advertising
Image by Getty Images via DaylifeMillions of dollars are spent each year on creative advertising and research in attempts to get into the minds of consumers, and translate awareness into preference and brand profitability. And for a lot of the companies the investments pay off. But, imagine not having to spend that much money, or any, for the same effect.
That’s essentially what has happened to the company Research in Motion, who’s behind the BlackBerry. They have received the biggest endorsement of all – absolutely free. President Barack Obama is constantly seen with his BlackBerry and has made numerous comments about how much it means to him. Comments and attitudes that could be worth more than an estimated $25 million. I’m sure no one at Research in Motion had expected that, but they are now eager to find out how best to leverage that.
Several other companies will attempt to think of similar smart ways to freely promote their brands. However, the profitability of brand endorsement like this is so powerful because it’s not forced or put on, but purely authentic. So even if companies regularly use testimonials as part of their marketing mix, it’s not going to be as effective. You simply can’t stage or replace “the real thing”. But is the occasional free publicity or celebrity endorsement just based on luck alone? Or is there some way to gain insight into free endorsements like the Blackberry/Obama phenomenon, and capture the effects of it?
To read more about the biggest endorsement, go to http://bit.ly/4BjWR
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Its sounds good, the information is very productive and informative. Marketing firms are now offering few of the services like creative design, consumer data, printing, fulfillment, analytics and website solutions. Good to see these kinds of services.