A small advertising change made a man a success

A small advertising change made a man a success

Innovation can be made anywhere at any time. No only machine technology such as , it seems more of a prevail thing in internet field. At a time when we can tune out commercials with a quick click, one cutting-edge Ad Man is finding ways to dump the old system and sell motorcycles—without ads.
The Internet, by giving consumers a voice, has rendered that strategy useless because consumers can now sink a brand with a blitz of online complaints. His advice to big brands: instead of pumping millions of dollars into advertising, why not invest that money into actually fixing your company? Don’t just say you’re great—actually try to be great. Once you’ve done that, you can use social media to spread the word.
The Naked Brand, in which he bashes his own industry. “My father looked at it and said, `So what’s your master plan here? Because it looks like you’re going to get hoisted with your own petard,’” Rosenblum says. But the son disagrees: he thinks the revolution is coming whether people like it or not, so he might as well become part of the destruction.
In his film, he argues that companies for decades have behaved abominably and then used advertising to cover up their behavior.

Toward that end, Questus created a website called Busa Beats, hired DJs to create a bunch of beats and background music, and licensed technology that enables visitors to the site to create their own rap music over any of the beats. Then they created a competition where people could vote for the rap song they liked best. The winner got a customized Hayabusa. “Now we’ve got people doing marketing for us,” Rosenblum says. “Guys go online and record a rap song, and then they go to MySpace, Twitter, and Facebook and tell their friends, `Hey, go listen to my rap and vote for me.’”
To show how the new approach should work, Rosenblum points to the work Questus did for Suzuki, to promote its Hayabusa superbike, a high-end monster capable of speeds approaching 200 miles per hour and carrying a $14,000 price tag. Using social media “listening tools,” Questus discovered that the Hayabusa was immensely popular among Latinos and African-Americans. More important, Questus found that Hayabusa owners felt a powerful emotional connection to their bike.
Soon the site had tens of thousands of visitors. The guy who won the competition became so popular that he went on to release a CD and do concerts. Seen from that case, the machinery manufacturing plant needs some novel cone crusher machines as well.