In this post I will be discussing the strong marketing strategy TBWA has created for Absolut Vodka and what makes it successful. Absolut Vodka started in 1879, is produced in Ahus, Sweden and has a long running advertising history spanning different medians to create a strong brand identity. TBWA has managed the Absolut account for almost thirty years and is responsible for the majority of all of their ads, marketing programs and for the brand they are today. TBWA has created over 1500 ads (the majority of those being print) for Absolut and the main idea behind the ads being based around the unique shape of the bottle and usually using some variation of the tagline “Absolut Perfection.”

Website: www.absolut.com

Facebook: http://www.facebook.com/group.php?gid=2370223690#!/ABSOLUT?ref=ts

The strategy of the brand was to avoid affiliating the product with one particular lifestyle and the ads were to have a timeless yet contemporary theme to them. Absolut Vodka prides its ads in crossing the line between advertising and art using different medians such as paintings, limited edition bottles, shirts, and sculpture. Many famous artists have done work for the company, including Andy Warhol and Keith Harris. TBWA’s branding campaign for Absolut Vodka was listed as one of the top ten campaigns of the twentieth century by Advertising Age and many awards including an Effie and Kelly awards which are possibly the most prestigious awards in the advertising business. Below are examples of some of the more famous advertisements created by TBWA for Absolut Vodka and really illustrates their strategy of targeting a broad audience and not one particular lifestyle.

The following is one of their controversial ads depicting an image of what Mexico controlling the territory the had control of during the Mexica-American War. This was part of the 2007 In An Absolut World campaign in which the company posted various scenarios of what their audience might think a Utopian or “Absolut” reality would be.

The company also hired Actor, stand up comedian Zach Galifinakis along with writers and stars of the Tim and Eric show to write, direct and produce three viral videos called A Vodka Story to expound farther into the online media world. Embedded is the first of the three videos with links to the second and third below it.

AVodka Story Part 1: http://www.youtube.com/watch?v=5p0QtJMKt1s

A Vodka story part 2: http://www.youtube.com/watch?v=3EQcvKCFFW4&feature=related

A Vodka story part 3: http://www.youtube.com/watch?v=Nx6LAT-FqxU&feature=related

The final piece of media is a little bit more recent marketing move which involved collaborating with Jay-Z on a benefit concert on September 11, 2009 which also coincided with the release of his newest album the blueprint three, which is now officially certified platinum. Just yesterday TBWA released a mini documentary they produced called “NY-Z” which was 15 minutes long and was all about that show. This documentary originally premiered on Abolut’s web page. Here is the video embedded from Absolut’s Youtube page.

You can also find a large collection of their print ads under the Absolut Gallery link at www.AbsolutAds.com.

Lets face it, starting your own company can be difficult. In the early stages of all businesses, owners need to learn how to squeeze maximum value out of every dollar they spend. Social media is the key to saving money while still having the ability to deliver value. With the right strategy, social media can be used for community building, customer service, or product marketing

Community Building

Social media platforms such as Twitter and Facebook are great for rapidly building a community and company awareness. Providing support, invites, encouragement and general engagement will build a sense of community between the startup company and their client. The key here is to establish actively engage users and attempt to organically build relationships with the industry’s influences.

Building relationships via social media is commonly talked about, but a key aspect that is commonly overlooked is the relationship building that takes place outside of social media. It is important for startups to take their online encounters to the next level; startups should go out and talk to customers in person.

Customer Service

Every startup company needs to utilize social media for customer service. Real-time responses is what makes customer service top-notch.The instantaneous access to customers via Facebook and Twitter is invaluable to any startup.
Responses to an issue on Twitter within a few minutes is extremely beneficial for the customer and the startup alike. Customers receive real-time responses to their dilemmas and startup companies receive feedback on products or services. This social interaction improves life for the customer and overall customer experience.

Customer Support from TOMSshoepport

Marketing

Using social media platforms as a form of marketing should be a no brainer for any startup company. With the wide variety of social media platforms such as YouTube, Twitter, Facebook and Slideshare, marketing a service or product is extremely easy.

Social media use should be centered around company leadership within their field allowing potential customers and journalists to have quick and easy access to information about products, services and industry. Startups which plan on using social media for marketing need to be in it for the long haul. Think of it as commitment or a strategy but not a campaign. Its like having a conversation, once you start a conversation with someone, you cannot just turn around and walk away.

Remember to concentrate on value while providing for others through social media tools. The gimmick is not to just sell, sell, sell but rather attempt to establish wholesome relationships with your customers, become a leader in your field, and become an inspiration for others.

I saw this commercial during the Super Bowl the other night and wanted to share with everyone! One of the things that really stuck out about this was its simplicity. I think it is clever and very effective. It made me smile.

iPhone photo taken by jkrums, posted on TwitPic

Cara and I were on the highway Thursday afternoon for a wonderful dinner in DC at Legal Seafood, then a mind-bending concert from Metallica (incredible, by the way!).  On the way, Cara checked her Facebook account on her iPhone when she saw an update from a friend about the US Airways crash on the Hudson River.  But she didn’t see any real news of a cause or outcome.  After firing up MY iPhone and paging to the New York Times app, which just refused to update, caused by a massive hit of traffic I assume.  So I paged over to Tweetie on my iPhone where I immediately saw a stream of about 30 tweets about outcome, cause, links to pictures, the captain’s name, and anything else I’d ever want to know regarding the amazing splashdown by “Sully.”

It was the first time I can recall relying solely on Twitter for first-hand news reporting…and ACCURATE reporting I might add, partially from the constant fact-checking and “communal” nature of the medium.

In my mind, this was a watershed event.  A shift away from mass, commercial media outlets like radio or television stations, to more non-commercial means of communication…one owned and operated by a conscientious public eager to provide information that others might find valuable.  In the process, many major news outlets picked up their photography of the plane from bystanders submitting shots from their iPhones! Somehow I knew Apple would find a way to prove valuable, even in NY during a cold emergency.

Another emission from the exhaust of the Rocket Pop,

Cheers,
Scott

Wayne's World Top Ten Hotties...now I'm dating myself, aren't I?

I don’t know about you guys, but I can’t fire up Firefox without being inundated with “Top” lists of 2008.  While many are a waste of time that I would rather spend doing just about anything else, there are some really valuable insights on the net that I thought I’d share.

Some are about social media, some about graphic design and graphics, and others are about digital media and movies. Check them out, then let’s agree to make a difference in 2009!

• How to Craft a Blog Post – 10 Crucial Points to Pause
• 20 Types of Pages that Every Blogger Should Consider
• Top ways to track yourself online – Get A Room
• Social Media Demographics and Analytics 2008 – 2009
• Blogs 101
• 10 Celebrities on Twitter: How They Stack Up
• 20 Essential Twitter Apps You Didn’t Know You Needed
• 50 Ideas on Using Twitter for Business
• 18 Lessons Learned in 2008
• THINKing’s top stories of the past year
• 28 Everlasting photoshop tutorials
• My Top 10 Marketing & Social Media Videos of 2008 from The Caffeinated Blog
• My Twitter Favorite Quotes Of 2008 from Social Media Vision
• The 10 Users You’ll Meet on Twitter
• Top 30 iPhone Apps for Organization and Productivity
• 50+ iPhone Apps to Enhance Your Photo and Video Experience
• 10 Tips to Create Your “Remarkable” Corporate Video
• 10 Social Media Marketing Errors Businesses Should Avoid
• Ten Reasons to Be Optimistic About Online in 2009
• The Top Ten WordPress Plugins
• The 50 Best Albums of 2008

Cheers to all, and thanks for Riding the Rocket,

Scott Dickens