Herman Trend Alert: The Future of Brand-Building November 4, 2009
But wait, there's more! There is another brilliant, leading edge brand-building, product placement concept that deserves discussion: www.houseparty.com. A "House Party™" is actually thousands of parties across the United States. Hosted by consumers, these events highlight a product or service the sponsor wants its best fans to experience firsthand and share with their friends. Here's an example: December 05, 2009, General Mills will sponsor the Betty Crocker® Cookie Mix House Party™. In homes across the country, groups of consumers will celebrate their passion for baking. Interested consumers are encouraged to "invite friends and family over to share recipes, baking tips, and inspiration while creating cookies that are uniquely theirs".
Starting with Betty Crocker Cookie Mixes, the company promotes discovering "the endless [baking] possibilities". Party hosts receive "a robust party pack" full of Betty Crocker Cookie Mixes, recipes, and baking must-haves. Would-be hosts are vetted with a 12-minute survey. Hosts are expected to blog and tweet during the party and post pictures on line.
Both Lindstrom and I forecast that more of these brand-centered, interactive net-shows will appear in the near future, creating a more efficient new product placement standard. Extending to mobile, virtual universes, and other leading edge platforms, these new direct marketing media will allow brand builders to more highly target their markets.
The Herman Trend Alert is a trademark of The Herman Group of Companies, Inc." The Herman Group, 4057 Battleground Avenue, Greensboro, NC 27410 USA (336) 282-9370 www.hermangroup.com.
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