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1. A celebrity is better than any advertisementThe manufacturer of sportswear and shoes Puma had a choice - to advertise...
16/12/2021

1. A celebrity is better than any advertisement
The manufacturer of sportswear and shoes Puma had a choice - to advertise their products or pay one person. They chose the second option.

Pele 's boot from the 1970 World Cup
Pele's boot from the World Cup, 1970
At the FIFA World Cup, in 1970, a few seconds before the start of the final match, the world football star and future world champion, Brazilian footballer Pele bent down to tie his shoelaces. These close-up shots flew around the world live.

Needless to say, the football boots on Pele's feet were Puma brands, and the company itself paid the footballer before the match - so that he would start tying his shoelaces a moment before the start?

This non-standard advertisement brought the German manufacturer fame and popularity for many years to come, and the cost of advertising turned out to be much lower than the cost of its placement at the stadium.

2. Sometimes, to sell, you need to buy
Is it possible to compete in sales volumes with megacorporations and win this? And if there is one person against several corporations? You will say - it is impossible. And we will answer - you can!

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Robert Taylor, already in the 70s of the XX century, understood that liquid soap would become a super-popular commodity and, practically, would displace traditional soap. That's why he started selling liquid soap. What immediately confronted him with problems — neither liquid soap nor packaging with a pump can be patented in order to obtain exclusive sales rights for them. Because - liquid soap, as well as the design of pumps (pumps are also pumps) - humanity has been using for a relatively long time and there was nothing new in them. Therefore, anyone can produce packaging, pumps, and everything taken together.

And, as soon as liquid soap becomes popular with consumers, large cosmetic productions will immediately enter the market and "erase" Taylor's business into powder, washing. Robert realized this right away, and therefore decided to act outside the box.

At that time, only two companies produced pumps for liquid soap in the country. Robert Taylor bought all their existing products for $ 12 million (which was much more than all of Taylor's available money), and also loaded their production for several years ahead. Thus, any, even the largest, cosmetic production for its liquid soap could receive the most important part of the packaging tube from these enterprises - the pump - only after a few years.

Taylor's risky move led to the fact that his small company conquered the entire US market in a few years, since he had no competitors in liquid soap, due to the lack of pumps. After that, Robert sold the business to the Colgate-Palmolive concern for an impressive sum - more than 60 million US dollars. Thus, he not only covered all his debts, but also earned a fortune.

In business, marketing, strategy, connections, start-up capital are important. But sometimes one cool idea is enough to ...
14/12/2021

In business, marketing, strategy, connections, start-up capital are important. But sometimes one cool idea is enough to get ahead. Creativity is what inspires me. Especially, these are the ideas:

1. Let's start with Apple and its white color in everything. Now it's a little forgotten, lost. Other companies also make white devices. And before: white phones, the same laptops and headphones were only the brainchild of Jobs. I looked at the person, looked at the ears – you can immediately see what kind of smartphone he has in his pocket.

Photo by PhotoMix Company: Pexels. Used under a Creative Commons license
2. At the beginning of the 20th century, Herbert Dow shocked everyone with his resourcefulness. The chemist was engaged in the sale of bromine. The average price was 36 cents per pound. In America, the market, thanks to the efforts of a businessman, was oversaturated, so Dow began to import bromine to Europe. But there was a strong German cartel that was selling the chemical at 49 cents a pound.

Dow was threatened: "Leave or you will go bankrupt." The Germans decided to act predictably. They started selling bromine in America for 15 cents a pound. In Europe, prices were kept at the same level. Dow quickly figured out what to do. He bought bromine in America - right at the port and resold it in Europe for 27 cents per pound.

3. In 2010, 33 miners in Chile spent 2 months underground. They were constantly being talked about in the news around the world. And the Oakley company figured out how to promote itself at the expense of the event. The company presented all the miners with sunglasses, in which they came to the surface. The objects were necessary because people had not seen sunlight for a long time. And, if there were no glasses, vision could deteriorate.

You can advertise sunglasses not only with the help of models. An image of Pexels from the Pixabay website. Used under the Simplified Pixabay License
4. Sarah Blakely has been looking for tight shorts for a long time - to wear them in the summer. Similar tights were on sale literally everywhere. And there were no shorts. One day, Sarah managed to negotiate with the head of Neiman Marcus, a clothing company, to present slimming shorts of her own invention.

The head of the company planned to quickly listen to Sarah and refuse to release such underwear. But Blakely invited the woman to go to the toilet, where Sarah showed the top manager how she (Blakely) looks in tight shorts and without them. The company has started serial production of the wardrobe item.

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