Marketing: Engaging Consumers and Promoting Products

By Brittney DeRuiter

Coca-Cola has done it again! The company’s “Unlock the 007 in You” campaign is engaging consumers via a very public stage - train stations:

If the player doesn't work:  http://www.youtube.com/watch?v=RDiZOnzajNU

This campaign does 4 things really well:

Engage Consumers: From the first interaction with the Coke Dispenser until they finally receive the end product, consumers and spectators are immersed in a give and take relationship.

Capitalize on surprise: Consumers approach the vending machines, unaware of the situation in which they will soon find themselves. Upon that initial interaction, the individual is launched on a mission.

Entertain: Coca-Cola does a great job capturing the consumer’s attention by creating a fun and playful mission. The consumer turns into his or her own version of James Bond as he or she embarks on the mission – coming face-to-face with obstacles, challenges and comical mishaps. Unknowingly, spectators throughout the train station become a part of the mission and bring their own source of entertainment to the situation. At the end of the mission, the consumer and the public join forces – leaving lasting impressions beyond one consumer.

Build Awareness: Upon the initial interaction at a vending machine, consumers knew that Coca-Cola was responsible for the experience. Strategically placed individuals wearing the signature colors of Coca-Cola, are found throughout the train stations holding clocks and encouraging participants. Coca-Cola is a signature characteristic of the entire experience. Awareness increases due to intrigue and excitement. Ending image – a campaign banner leaving a direct to consumer message.

It may be much easier to simply dispense a soft drink, and have each consumer go on with his or her day. Partnering with a juggernaut such as the James Bond franchise and combining brands for an awareness-building mission is a lot more fun – and memorable, long after the soft drink is gone.

We proudly introduce ...

By Stacey Harris

I believe the phrase goes “the cobbler’s children who had no shoes” or maybe “the mechanic’s car that never worked.” Two adages that admit, we sometimes fail to do for ourselves what we do everyday for others.

Marketing is no different. As a marketing agency, we create and implement full-service strategic marketing plans for clients of all sizes and scopes, yet one of the hardest tasks we undertake is overseeing our own marketing efforts. There just doesn’t seem to be enough time to take care of our clients and our agency as well.

All that is about to change. This week the agency announced that we have changed our name from Morse & Company Advertising Communications to Morse + Harris Marketing. As you can imagine, changing the name of any company is a pretty big deal. There is a list of to-do’s that goes on for pages. Finally, we are taking the opportunity to do for ourselves what we successfully manage everyday for our clients.

It’s been great fun planning the launch of Morse + Harris Marketing. Thinking through each step and creating new images to effectively communicate our brand has been energizing and exciting. We are embarking on a full-size, comprehensive marketing plan that includes everything from social media engagement to website enhancements, client surveys to outdoor signage, and all the marketing materials in between.

Each and every day we promise our clients that we will deliver the very best in creative and customer service. We tell them that we will do everything we can to ensure that their marketing efforts are strategic, measurable, and effective. Now, it’s our turn. In the end, not only will we have a fabulous new look to an established brand, but we will also have a wonderful new example to demonstrate our abilities and dedication.

I guess you could say that the mechanic’s car will be running beautifully and all of the cobbler’s children will have wonderful new shoes. With that, thank you to our friends and family as we embark on the new adventure now known as Morse + Harris Marketing!