Sharpie has been putting its mark on society as well as a variety of other surfaces since its inception in 1964. Today, Sharpie is the most popular choice of permanent marker in the world, available in over 20 countries. In the recent digital age, Sharpie was predicted to struggle as physical printing methods fell out of favor in exchange for keyboards and touch screens. However, parent company Newell Rubbermaid has taken some creative and unique marketing approaches to keep the Sharpie brand as a household name. New advertising methods, as well as embracing social media outlets such as Facebook have led to Sharpie becoming more popular than ever.
Sharpie’s media purchases over the last decade have been very interaction oriented. Since 2009 Sharpie has shifted a large amount of their advertising attention to social media outlets, as well as many other non-media connectors. Sharpie has been getting up close and in touch with its consumers for most of the last decade, using professional athletes from various sports to promote their brand. While working with Paragon Marketing Group Sharpie sponsored the Sharpie 500 from 2001 to 2009. The Sharpie 500 was one of the most popular races on the NASCAR circuit. Sharpie was also the main sponsor of Kurt Busch and his No. 97 Ford from 2001 to 2006. Busch had a highly successful career whilst driving for Sharpie, even winning the first ever NASCAR Nextel Cup Championship in 2004. The exposure paid off according to Paragon, as Sharpie’s sales increased a minimum of 15% per annum.
Sharpie also tried their hand on the links with the Sharpie Mini Tour. Working with the Professional Golfers Association, Sharpie held a nationwide, four event putting competition giving one fan a chance to play ...
... middle of paper ...
...e 25 June 2009. Web. .
Neff, Jack. "Think Ink Is Dead? Sharpie's Success Is Writing on the Wall: New Video Ads,
Strong Facebook Presence Prove the Pen Is Still Mighty in the Digital Age." AdvertisingAge. ProQuest Research Library. Web. 17 Apr. 2012.
Paragon Marketing Group "Sharpie 500." Paragon Marketing Group, LLC. 27 Aug. 2005. Web.
04 May 2012. .
Sharpie Press Release. "Sharpie® Mini Tour Swings Into Chicagoland For Cialis® Western
Open." www.sharpie.com.
Newell Rubbermaid, 29 June 2005. Web. 04 May 2012.
.
"Sharpie :: Stained Brand Invention." Tris3ct. Web. 04 May 2012.
.
In this scenario, the marketing activities of Prince Sports, Inc. will be examined. Prince Sports manufactures a large line of tennis, racquetball, squash, badminton and table tennis products. The company also manufactures clothing, bags and other accessories that would be useful to individuals in those particular sports. The company makes use of multiple different marketing strategies based on the type of equipment, level of expertise of the player and the type of media outlets that are available.
Kosut, M. (2006). An Ironic Fad: The Commodification And Consumption Of Tattoos. The Journal of Popular Culture, 39(6), 1035-1048. Retrieved November 29, 2013, from http://dx.doi.org/10.1111/j.1540-5931.2006.00333.x
Like Muhammad Ali is to boxing and Michael Jordan is to basketball, Tiger Woods is considered by many to be the greatest golfer of all time. Due to his incredible playing on the course, his young age, and the endorsement deals he signed with major advertising companies, Tiger Woods’ fans place him on the “best of the best” list in professional sports. Society places an enormous amount of responsibilities on its champions or favorites. “ Sure, he is good on the course, but how well does he support society? What does he stand for”, the public says. There is more to Tiger Woods than a good golf swing or how well he can say “ Buy these shoes” in front of the advertisers’ cameras. Even though Tiger would never say it, his influence over the game of golf and society as a whole far outreaches the twenty-six years he spent on the planet so far.
Social media is a system or application that enables users to create, construct, and share content as well as participate in social networking. In Tom Standage Writing on the Wall, Standage argues that social media is not new, but rather social media has been around for centuries. The book inspects and analyzes how social media has been a central element in human society ever since the development of language. He continues to show how social media hasn’t changed much but the technology we use to convey those messages have. In addition to the changes in technology, he looks at the similarities those technologies have with our current ones. He starts by looking at the Romans and their wax tablet and scrolls, as they were being used similarly
It is shocking the extravagant amounts of money that companies are willing to pay to advertise their products. From spending millions of dollars a second to have a commercial air during the Super Bowl or hiring a well-known face to support their product, companies are willing to do whatever it takes to get their brand out there. Br...
People throughout our society recognize Target as a national icon because of its distinct logo. At one point or another people have seen the famous red bullseye that marks the store. The corporation uses a variety of visual elements and principles of design to successfully convey a message to its audience. Companies create graphic designs to differentiate from other competing companies.
Printmaking has come so far and continues to evolve over time. Who knows what new methods we could be using 20 years from now.
and family, and also “meet like-minded people” ( Metz, par. 1). In some cases, business people such as Ron West, claim that he uses Facebook “to become acquainted with new customers”( par. 8). Yes, these types of websites are great tools to stay in touch with old classmatesand faraway family members. It is a great source of communication, but there is always a con to every pro. Even though users are connecting with others, users of social networks never know exact...
Hoover, Lisa. "How Social Networking Has Changed Society." PCWorld. 7 Apr. 2009. Web. 16 Feb. 2014. .
Newsprint used to be International Paper’s main product, but it is no longer produced by that company since it was so unprofitable (‘A Short History of”, 1998). Very few companies manufacture newsprint anymore due to the fact that most people get their news via radio, television, and various other internet sources. Emails and social media posts have all but replaced Christmas, birthday, and get-well cards. Magazines are read online, Christmas catalogs have been replaced by online sales, and the vast majority of our junk mail has been transformed into spam in our email boxes. Corrugated and cardboard boxes have been replaced by plastic “clamshells”. Even our government has gotten into the act of reducing paper by forcing the use of electronic health records in the 2010 Affordable Care Act (“Key Features of the”, 2015). Because paper products are used in so many different applications, there is virtually no end to the substitute products which are
Olenski, Steve “Social Media Usage Up 800% for U.S. Online Adults In Just 8 Years” Forbes.com Inc. 6 September 2013. Web. 6 February 2014
Ink is defined as a colored liquid used for writing and reading. Ink is the basis for daily functionality, and communication. Ink makes up homework, literature, business transactions. The issue however is, that ink oftentimes goes unnoticed. Often, people don’t realize that many important things to them consist of ink. This is because ink is not large, and it does not stand out, it just appears. Ink is simply something that is there and costly to replace.The history of ink dates back considerably, evolving over the ages into what it today
The digital culture has clearly changed and impacted the ways of modern life by connecting most of the world’s population through various social outlets. These networks can intertwine creativity, politics, values, advertising, religion, personal connection, and the list can go on and on. In many cases the digital culture has made things easier in terms of communication and interacting socially or for business purposes. Certain platforms such as Facebook and Twitter have evolved from connecting and sharing with personal friends to a multifaceted platform that connects one to the world. These types of social networks have in someways created a generation that depends on what I call a “digital significance” and is a intricate part of their existence
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005
Velliquette, Anne M., Elizabeth H. Creyer, and Jeff B. Murray.(1998) “The Tattoo Renaissance: An Ethnographic Account of Symbolic Consumer Behavior.” -in NA Advances in Consumer Research. Vol. 25, eds Joseph W. Alba & J. Wesley Hutchinson, Provo, UT: Association for Consumer Research, 461-467.