the business activity of presenting products or services in such a way as to make them desirable. (Encarta Dictionary)

The word “marketing” is an enormous concept. It’s comprehensive, all encompassing, extensive and expansive. How do we wrap our minds around the possibilities of marketing?   Grasping the options is almost mind numbing, especially with the pressure of making business happen on a daily basis.

To make the field a little narrower, there are companies “doing” marketing in a way that is innovative and fresh and may just inspire the rest of us.

Peter Shankman, a Morton’s Steak House fan, was flying into Newark, thinking about his favorite steak, and decided to tweet . . .

Guess who was listening. Morton’s Steak House. Waiting for Peter in the baggage area was a man in a tuxedo, a 24 oz. Porterhouse steak, and an order of Colossal Shrimp, a side of potatoes, bread, napkins, and silverware.

Is Peter a fan for life? More than likely. Even greater, Peter is now a marketer for Morton’s, a believer and evangelist for life. His story has spread galaxies further than his recommendation to eat at Morton’s Steak could ever reach through Yelp. You better believe this advertising will be building the Morton’s brand for many years.

Or take Instagram, the free photo-sharing app that has taken social media by storm in the last two years, now seven million users strong and growing, of whom 63% actively share 1.3 million pictures every day.

Bmibaby, a British low-cost airline recently launched their own Instagram feed and a promotion and competition, offering free flights to anyone who could best portray the beauty and culture of the 39 destinations where they fly. Just for their Italian destination alone, they received over 1,600 entries. Since there were so many who responded they decided to create a travel guide using all the pictures that were submitted.

Could the people at Morton’s or bmibaby have foreseen something like this happening? Maybe. But probably the greatest thing they did was pay attention to the activity that was created and then these companies jumped on the opportunities presented.

In business, we have to jump on board the opportunities to market our company that are right smack in front of our face every day. Whether that’s through the response from our social media like Facebook posts, Twitter feed, or Pinterest pins or through our website blog, pay attention to what works and what isn’t with your customer or client and then jump on it!

If you have questions about how marketing can work better for your company or you just need to get the ball rolling, holler at us. At Kroma Marketing, we’ll help you take the next step around the corner where opportunities await!


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