Ben Melbourne

I (try to) make entertaining and educational marketing content

[Ben Melbourne @MelboMarketing]

Guerrilla marketing is often associated with small brands.
But large brands use it too.
Companies like Red Bull have built entire campaigns around unconventional marketing tactics.
Even when the stunts look expensive, the cost is often small compared to the massive exposure.

[Ben Melbourne @MelboMarketing]

Affiliate marketing has a lot of hype around it online.
Some people earn significant income from it.
But there are also many gurus exaggerating results.
Like most business models, success usually depends on:
• building an audience
• providing real value
• earning trust

[Ben Melbourne @MelboMarketing]

One interesting thing about sports marketing is how long the relationship has existed.
From ancient athletic rewards to modern billion-dollar broadcast deals, the connection between sports and marketing has always been there.
The only thing that has really changed is the scale.

[Ben Melbourne @MelboMarketing]

Printers are famous for the razor-and-blade model.
The printer itself can be relatively cheap.
But the ink and toner cartridges are expensive.
Once you own the printer, you need to keep buying ink.
The recurring purchases are where the profit comes from.

[Ben Melbourne @MelboMarketing]

The first NFL teams paid $100 to join the league.

Today, a single Super Bowl ad costs around $7–10 million.

That change didn’t happen overnight.

It happened because the NFL gradually became one of the most valuable attention platforms in the world.

[Ben Melbourne @MelboMarketing]

SpongeBob isn’t just a TV show.

It’s also a video game franchise.

Across multiple titles, SpongeBob games have sold over 30 million copies.

That puts it in the 100 bestselling games

When an IP becomes strong enough, it can successfully expand into different industries.

[Ben Melbourne @MelboMarketing]

Monster didn’t start as an energy drink company.
It started as Hansen’s Juice Company.
In 2002, they launched Monster Energy.
One of their early advantages was simple:
They sold larger cans for roughly the same price as Red Bull.
That value proposition helped them grow quickly.

[Ben Melbourne @MelboMarketing]

One interesting marketing lesson from Coca-Cola’s Christmas strategy:

Once they built strong brand assets, they didn’t constantly change them.

They reused:

• Santa
• polar bears
• Christmas trucks

When marketing works, companies often
repeat what people already love

[Ben Melbourne @MelboMarketing]

Check out this video I made of the advertising opportunities in the @BellCentre #GoHabsGo

https://t.co/eFXZzaAohF

[Ben Melbourne @MelboMarketing]

Many industries look competitive on the surface.
But behind the scenes, a small number of companies often own dozens of brands.

• Hilton owns several hotel chains

• Large food companies like Nestlé, and PepsiCo own dozens of grocery brands

[Ben Melbourne @MelboMarketing]

In 1993, the Sears catalog generated $3 billion in sales.

Yet the company eventually killed it.

Why?

Because the catalog itself was losing $175 million.

On paper, the decision made sense.

But in reality, Sears removed the distribution system that built their entire business.

[Ben Melbourne @MelboMarketing]

Did you know?

The average person sees 4,000-10,000 ads per day but only register 70-100.

[Ben Melbourne @MelboMarketing]

A strange Coca-Cola marketing character from the 1940s was called Sprite Boy.

Sprite Boy appeared in ads with Santa as his sidekick.

Sprite Boy existed 20 years before the soda Sprite was created.

The name “Sprite” originally referred to someone with elf-like features.

[Ben Melbourne @MelboMarketing]

In this quick video I explain how companies market during St. Patrick's Day and why its effective. Specifically how Shamrock Shakes and Guinness are a part of St. Patrick's Day

https://t.co/gvDJCxuWHG

[Ben Melbourne @MelboMarketing]

Home service businesses ads tend to follow the same formula, their logo, their services, a claim to being the best, and their phone number.

2 things are wrong here,

Firstly theres way too much in the ad.

Second, how are you supposed to stand out being like everyone else.

[Ben Melbourne @MelboMarketing]

If you are not aware by now @McDonalds CEO Chris Kempczinski has went viral over his tiny burger bite and not liking the Big Arch Burger. However, he keeps making it worse by replying to other companies like Wendy's and Burger King.

https://t.co/oTREBYLSsa