Break Open and Dominate Your Market

Congratulations to Michael Phelps

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Brands often falter after they achieve success and notoriety.

This represents a classic strategic error. Once a market breaks open, a brand should push through, separate from the pack, and absolutely dominate its marketplace.

That’s what makes for a company that becomes a permanent force in its market.

First place is the envy of all competitors in business.
Continue reading “Break Open and Dominate Your Market”

The Genesis of a Comeback: Calls to Action

Zoetica is engaged in the evaluation of the Case Foundation’s second America’s Giving Challenge. The first case study features Darius Goes West, a nonprofit fighting the fatal genetic disease, Duchenne Muscular Dystrophy (DMD). Perhaps the most compelling part of Darius Goes West’s story is their America’s Giving Challenge comeback, as they were losing in the Challenge.

Darius Goes West — originally started as an award winning movie – but lives on as a nonprofit online. Per the above video the nonprofit was faring well in the Challenge, but was not placing in the top ten, and would not win a prize. The organization rallied its significant supporter base using videos and its Facebook community.

But it goes beyond passion, and this is the genesis of the comeback in my mind. Darius West deployed great calls to action in its out-bound communications. People feel passion, but when they are given something to do with that emotion, well, look out. Things happen, including comebacks.

Calls to action that I liked in the Darius Goes West Campaign:

It’s clear that while not a “professional” marketing effort, Darius West gets basic marketing principles. Beyond the stellar, simple calls-to-action, the campaign was integrated across media channels, allowing for maximum success. Good cause + passionate fans + smart marketing = one America’s Giving Challenge comeback.

You can read the whole case study here.