Answering Questions from the text book about Experian's Effective Marketing strategies

Answering Questions from the text book about Experian's Effective Marketing strategies

Answer: 1

Modern age is the age of Technology and innovative ideas. In every field from Medicine to Media, the marketing strategies have completely changed in comparison with past tactics. Experian is a company that introduced effective and modern marketing tactics to the world and began the journey of smashing success. To market their brands, they created a concept to utilize the potential and talent of underground and non-affiliated bands. Many talented and hardworking bands were unable to explore and express their talent because of financial problems and scarcity of money. Experian gave them an opportunity to express their talent while marketing their brand. They invited applications from unauthorized and unpopular struggling bands to perform. The idea was creative and introduced a fresh modern strategy. The first video of the first selected band was shot and aired on television which generated a tremendous response. The martin Agency made five videos of their brands each of duration 30seconds. Each of which was advertising the brand and its need (www.sponsorship.com).

In the second phase, a band search was launched to hunt the talented performers. It was an idea of mutual benefit. Freecreditscore.com utilizes the talent to promote their brands. They invited applications from unpopular and struggling bands and provided them an opportunity to perform.

A music video featuring four finalist bands was shot in Los Angelis and aired in 2010. Comedy and fun was the prominent part of that video featuring a goat as pirate. The commercial was aired in between breaks during baseball league. It generated air traffic to the website where visitor could vote for their favorite band. Sales were also done on the website through an offer of free credit score.

The reason behind the success of the Experian campaign was the fantastic marketing strategy that was divided into three phases of Direct marketing, Online marketing and Telemarketing. As a part of Direct marketing strategy, the attention of people was captured by approaching them directly in all main cities and provided them an opportunity. Direct marketing was continued during the selection of bands.

Online marketing was the most effective phase of marketing that helped Experian achieving its goal. To generate online traffic, winning strategies were applied, and visitor's attention was engaged during the finalization of band. In telemarketing strategies, Interesting advertisement and tempting offers were made.

Answer: 2

Spokesband search was an idea to provide a life time opportunity to the underground, inexperienced yet talented bands to perform for Experian. The name “Spokesband” takes its inspiration from the word “Spokesperson”. The concept behind this name was the way a spokesperson represents an individual or department, in the same way, spokesband would represent company brands through their talent and make their advertisement effective. A free of cost opportunity was given to all candidates to give an audition and express their talent. It was an entertaining chance that was given to youngsters in different cities with the cooperation of ...