?? A Clever Marketing Tactic : How Michelin Tyres ??, Michelin Guide ???, & The Michelin Star System ?? - Are Actually Related!
Avinash Chandra
I Help with Branding & Digital Marketing | CEO BrandLoom Consulting | Author | Speaker | Marketing Consultant
In Today’s Newsletter:
?? A Clever Marketing Tactic : How Michelin Tyres ??,?Michelin Guide ???, & The Michelin Star System ?? - Are Actually Related!
?? 4 Over-Hyped Marketing Trends: That Are Dead in 2023 (& Zuck knows it!)?
?? A Clever Marketing Tactic : How Michelin Tyres ??,?Michelin Guide ???, & The Michelin Star System ?? - Are Actually Related!
In the 1900s, the Michelin brothers- Andre and Edouard - were ready to sell some car tyres. Too bad that in France, only 300 or so people had cars! ??
The Michelin brothers understood that while car owners were few- motoring as a hobby was gaining popularity ??.
To serve this market, they brought out the First "Michelin Guide" - a handbook for motorists that provided information on places to visit and things to see while on the road. ??????
The guide also included Maps & instructions for basic car maintenance. ????????
Their gamble paid off & by 1905, there were many more cars on the road!
The brothers then started selling the guide & even brought out different versions for different parts of Europe, and gained a cult following. ??
To further enhance the value of the guide, the Michelin brothers got reviewers to visit restaurants and rate them, leading to the creation of the Michelin Star system. ??? ?
The system gained fame, and the Michelin brothers successfully created a brand that became indispensable for fine food connoisseurs everywhere, in addition to selling more tires than they ever thought!???????
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?? 4 Over-Hyped Marketing Trends:?That Are Dead in 2023 (& Zuck knows it!)
In the last month, I noticed how some trends started to decline ??; despite many gurus vouching for them in 2022. Well, I have rounded up the things that are definitely not going to be a thing ?? in 2023:
1. Advertising in the Metaverse:?
Big brands that experimented with Metaverse reported unsatisfactory results ??, and most companies have said they will stop their adventures there. Looks like the AR/VR customer craze was vastly exaggerated. Sorry Zuck, I know meta was into it big time.
2. Celebrity Endorsements:?
Gen Z is skeptical of celebrity endorsements. Celebrity endorsements, especially by entertainment or sports stars- are declining ?. Gen Z can definitely make out that celebrities don’t actually use the products they endorse, and are rapidly losing interest in what they feel is “insincere” advertising.
3. Very Long videos:?
We have been seeing short videos ?? become increasingly popular across all social platforms in the last 2 years. And 2023 is the year it becomes an established fact that videos longer than 10 minutes are not going to be on anyone’s watchlist.
4. The Photoshop Effect:
It’s truly the age of #NoFilter now. Overtly filtered aesthetics and curated feeds are fast going out of fashion. The audiences are connecting more ?? with brands that look and feel honest & authentic.
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