New York-based Major League Soccer is aiming to be among the best soccer leagues in the world by 2022 by growing its already-significant global fan base. Last week, MLS took a step toward that goal by unveiling a new logo to mark its 20th anniversary season in 2015.
Since its founding in 1994, MLS has used variations of a rectangular logo featuring a soccer ball and cleat. The new logo, which will be launched in January, scraps the old look for a crest, split diagonally, with “MLS” and three stars on the top half and white space on the bottom. The white space could allow for sponsorship opportunities in the future, says David Bruce, MLS’s senior director of brand and integrated marketing. “[Ads] aren’t something we’re going to be doing from day one, but five, 10 or 15 years down the line, it’s definitely been built to grow with us and, hopefully, on this continued growth trajectory that we’re going to be on.”
Focus groups are a time-tested way to build brand awareness and gauge public perception. And while this methodology does have its limitations, marketing experts are discovering that the best way to overcome those obstacles is with technology.
According to the GreenBook Research Industry Trends Winter 2013 Report, an average of 50% of clients and researchers advocated exploring new technologies. While the survey shows that focus groups remain “the primary qualitative research methodology” for marketing information, approaches to conducting such groups are changing. Online focus groups with webcams were used by 15% of respondents. Twenty-six percent of respondents were using webcam-based interviews for research in 2012, and an additional 33% were considering the investment.Read More
“The aim of marketing is to know and understand the customer so well, the product or services fits him and sells itself.”
Peter Drucker’s sage advice from decades ago still holds true today, and in essence, is the working mantra of marketing research. The process of discovering the needs, wants and perceptions of customers is what makes the discipline so engaging and satisfying to marketing research practitioners. But all too often, defining the customer is a lost part of the launch until sales decline or forecasts don’t meet expectations. Without a doubt, marketing research can and should be used to identify and understand the target audience of a product or service, as it is inextricably tied to success.READ MORE
At a recent Google event, Google’s VP of Global Small Business Marketing Arjan Dijk answered questions about online marketing from small business owners. Here are some of the key takeaways from the Google Q&A, with Dijk’s advice for small businesses looking to launch or expand their online marketing efforts.READ MORE
Facebook’s brand page redesign, which the social site announced in March, will be made available to more brands over the coming weeks. Many brands are already getting messages on their pages asking marketers if they want to switch over to the new design. In the new format page posts are displayed in a single column—a look that’s more similar to standard facebook user news feeds. Learn more about the new design and the Facebook’s progressive rollout.READ MORE
You may have noticed the 355-foot radioactive dinosaur dominating the box office to the tune of $93 million this past weekend. Despite being associated with a movie made 60 years ago and a horrible Hollywood remake from 1998, the new Godzilla movie has become a smashing success. That’s due in large part to a smart and strategic marketing campaign. Here are four tricks every marketer can learn from Godzilla.READ MORE
For brands, a website forms the center of your online presence. That’s why it’s so important to have a visually appealing, easy-to-navigate website. Most (if not all) online marketers know that by now, and yet there’s still so many bad websites out there. Even from big-time companies. Here are four examples at four well-known and popular websites that boast outdated or uninspired design.READ MORE
Let’s face it, the majority of products companies produce are not great to look at. They’re also not sold directly to consumers. They’re what many people would consider “boring”. But just because your product is boring doesn’t mean your marketing needs to be. Here are five ways to add a healthy dose of excitement to the online marketing for your product—no matter how boring it may be.READ MORE
56% of postcards are read by recipients, making them the direct mail piece most likely to be read. Nearly 77 million U.S. adults will use mobile coupons this year. Email is the preferred communication method between retailers and consumers. See more insightful stats on direct mail, email, online, search, and mobile marketing from the 2014 Statistical Fact Book produced by the Direct Marketing Association (DMA).READ MORE
The social media front has become increasingly crowded in recent years, with new niche social sites popping up and building an audience. Of course, this poses a challenge for marketers who need to strategically decide which sites are worth their time. The majority of marketers are not yet using Instagram, but maybe they should be. According to a new Forrester report, companies can expect a much higher rate of engagement with customers on Instagram than on other popular social sites.READ MORE