S5E13 (Archive) - Bouncing Back: How Marketers Survive Debacles
From the Digital Box Set: This week, we look at how marketing companies bounce back from blunders and epic missteps. Yes, most apologize, but what happens after the apology? We find out by telling the story of an airline that mistakenly offered business class tickets to Europe for $39, the cautionary tale of a company that made fun of a very serious Twitter hashtag and paid the price, the way a major candy bar company was forced to pull a global campaign off the air but came back even stronger and the odd story of how a mattress company offended almost everybody with an ad, then apologized, then took the apology back.
This is an archived episode that aired originally on March 31, 2016.
S5E11 (Archive) - Liar For Hire: And Other Strange Service Companies
From the Digital Box Set: While there are many strange products in the world, there are even stranger service companies. This week, we talk about a company that rents wedding guests, a company you can hire to actually cuddle you and a company that promises to cure your hangover in just a few hours. And if you need an alibi to go with that hangover, there’s a company that markets lies, too.
This is an archived episode that aired originally on March 17, 2016.
S5E10 (Archive) - Live and Let Buy: Where You Live Dictates What You Purchase
From the Digital Box Set: The most interesting cultural differences aren’t country to country, they're province to province, state to state and even city to city. This week, we explore how and why people living in different locations buy such vastly different products. British Columbia likes to show off luxury cars, Toronto likes big homes, and New York likes luxury watches. The most pampered pets live in Saskatchewan. Last year, the city that bought the most sex paraphernalia was Victoria, this year it’s a city out east. Join us to find out which one. Live & Let Buy: where you live dictates what you buy.
This is an archived episode that aired originally on March 10, 2016.
S5E09 (Archive) - Achilles Heel Advertising: Repositioning The Competition
From the Digital Box Set: This week, we explore when a smaller advertiser attacks the weak spot in a bigger advertiser’s marketing. It’s a strategy of brinksmanship, because it means a smaller company not only chooses to attack a larger company, but it attacks the weakness in a bigger company’s strength. It takes surgical precision, but when done well, the smaller advertiser gains market share, while diminishing the bigger company’s reputation at the same time. We’ll talk about how Avis aimed an arrow at Hertz, how Tylenol overtook the much larger Bayer Aspirin, how Scope used a slingshot to battle the Goliath in the mouthwash category, and the amusing story of how a potato chip company battled a competitor by finding the soft spot in its ingredient list.
This is an encore episode that aired originally on March 3, 2016.
S5E08 (Archive) - Movie Merchandising
From the Digital Box Set: In this episode, we explore the marketing of Movie Merchandise. From the earliest days of merchandising book characters to the true beginning of movie merchandising with the birth of Mickey Mouse and the Disney Studio, the marketing of toys and games became a critical strategy for movie and television studios. We chart the milestones in entertainment merchandising, how those milestones became a marketing strategy to build loyal audiences and how the biggest merchandising breakthrough in a galaxy far, far away changed everything.
This is an archived episode that aired originally on February 24, 2016.