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NEW YORK, NY, February 28, 2014 /24-7PressRelease/ -- Marketing on 6th, NYC demonstrates how marketing can strongly impact a business, both positively and negatively, with an analysis of three marketing campaigns which caused controversy for the brands involved.
Lack of planning and foresight can be disastrous for a marketing campaign. A case in point was soft-drink firm Snapple's decision in June 2005 to place a 25-foot tall popsicle in the center of New York City' Union Square to promote a new range of frozen snacks. Unfortunately, it was a hot summer's day, and the snack started melting immediately causing widespread mess and confusion. Marketing on 6th, NYC, takes lessons from the incident by ensuring that all possible outcomes are considered before launching a campaign. "Our company culture encourages our team leaders to plan ahead for any possible situation. At least once a month we run through all the potential obstacles with the whole team, and encourage them to think of solutions. This way, they are prepared for most situations that arise," said Colm Horgan, managing director of Marketing on 6th, NYC.
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Dutch brewer Bavaria NV faced severe consequences for an ambush marketing stunt at the 2010 soccer World Cup. During the Netherlands vs. Denmark match in South Africa, 36 women turned up in orange mini-dresses bearing the brewer's logo. However, the stunt was breaching Fifa's marketing regulations, as rival brewer Anheuser-Busch had paid to be the official beer sponsor of the World Cup and had exclusive advertising rights for the tournament. The two women who had organized the stunt were detained by police. Colm Horgan, managing director of Marketing on 6th, NYC says: "It is essential that marketing campaigns abide by regulations, no matter how ambitious the stunt. At Marketing on 6th we abide by regulations to ensure we aren't breaching areas such as data protection. Compliance is very important to us to protect the credibility of our clients and ensure that they will continue to use our marketing services in the future."
Finally, Marketing on 6th advises marketers to be aware of spreading fear or causing offense to the public. In 2006, Paramount Pictures launched a guerilla marketing promotion for the Mission: Impossible III movie release. Newspaper racks in Los Angeles were wired with a digital music device which played the franchise's theme song whenever the rack was opened. However, the loose wires running along the racks alarmed customers who believed them to be explosives. The police were called and one of the racks was even blown up by the bomb squad. Marketing on 6th MD Colm Horgan says: "It's important to analyze how your campaign will appear to the customer. We regularly role-play interactions between the marketer and the customer, so that we can see how the customer might react and make changes accordingly. This is especially important for Marketing on 6th as we deal with customers in person, so first impressions are everything."
Marketing on 6th, NYC is a direct marketing and sales firm based in New York City.
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