Sharpie Hits the Mark

Who hasn’t used a Sharpie marker? Whether labeling something in black permanent marker or decorating something special in a rainbow of colors, Sharpie is everything from super useful to wonderfully creative.

The consumer marketing strategy behind Sharpie’s new interactive website, www.SharpieUncapped.com, takes the use of Sharpie markers to a whole new level.

From showcasing creativity on office nameplates to Surfboards to even a BMW, consumer engagement is taken to the next level with a celebration of the product and brand. With links to content on Flickr and YouTube, a Facebook Fanpage, @SharpieSusan on Twitter, and a corporate Blog, there are plenty of ways for consumers to showcase their creations and be reminded just how awesome Sharpies are.

Have you seen the new Stainless Steel Permanent Marker? Authors have been using them at book signings and celebrities have been using them to sign autographs. Who knew you could show some bling with a Sharpie for the low price of 5.99?

Consumer-driven marketing is always going to win. Sharpie has taken a seemingly simple, unglamorous product and turned the perception around to create an innovative, creative product line. It’s a brand that people are not just talking about; Sharpie enthusiasts are now engaged in a community revolving around creativity, inspiration and innovation.

--Brandi Heinz

The Evolution of Marketing

David Armano created this fantastic visual explaining how changing consumption habits have changed the way marketers need to think.The visual nicely sums up the key points of a recent Economist article discussing how the recession will change the way people shop. In this new post-consumer era marketers need to really understand the needs of their customers, a key tenet of the IMC approach.

How do you think the recession will change marketing? What are you thoughts on this visual representation?

-- Stacy Cohen

If I Made a Commercial for Trader Joe's

A fan of the niche grocery chain Trader Joe's surreptitiously filmed the following "commercial" for the store:



I find this video fascinating. Not only does it show the control that consumers wield over brands, but it portrays Trader Joe's "flaws" in a honest yet affectionate manner, in a way that the company likely never would.

When I posted the link on my personal blog, a friend of mine -- and daily TJ's customer -- wrote me a lengthy email about how much she loved this "ad":

All of my favorite things are always GONE, never to be seen again. Oh how I miss you, "Middle East Feast" and that turkey rollup sandwich, whose clever name now escapes me.

For niche brands like Trader Joe's, customers love them, warts and all, and this video playfully pokes fun at everyone involved.

I haven't read an official response to the ad from TJ's, although I noticed that the Trader Joe's Twitter account encourages watching the video by linking to it directly. Their implicit endorsement and 53,000+ views of the video make this a highly intriguing "campaign."

Now if only we could get a Trader Joe's in Evanston...

-- Colleen Maley