- Praise God
- Please be praying...
- What Every Church Needs to Know about Marketing: Final Thoughts: If you don't pass the people test, nothing else matters
- What Every Church Needs to Know about Marketing: Part 3: Marketing is about People
- What Every Church Needs To Know about Marketing: Part 2: Marketing is Everything
- Getting Your Current Members to Invite Friends
- Through the eyes of a visitor
- Encouraging progress
- Please be praying
- Bootstrap Faith
- Know Our Hearts?
- Seldom Read But Always Evaluated
- Creating an Experience
- The Bond Between Music and Design
- The Church Exposed
- The Value Principle
- The Nike Effect: Part II
- The Nike Effect: Part I
- Starting New This New Year
- Christmas Revelation from Charlie Brown
- The Video: Speaking Starbucksian
- And The Winners Are...
- The Video: A Treasure Hunt
- The Video: We're Not Like That Church Down The Street
- The Video: Signs of Neediness
- The Video: Death to Papyrus and Comic Sans!
- The Video: Inconsistent Artwork
- A Thanksgiving Thought
- The Video: The Culture Crime
- The Video: Reserved for Barista
- The Video: Real Men Love Java
- The Video: Marketing is more than you realize
- The Video: The purpose of the video.
- What If Starbucks Marketed Like the Church? A Parable.
- re-Branding on Momentum
The other day I saw someone drinking a Mountain Dew. My initial thought was “people still drink that stuff??” Then my mind wandered to Mountain Dew’s prime time. Does anyone remember how Mountain Dew completely dominated the extreme sports craze? This started in the late eighties and nineties. Mountain Dew sponsored pretty much every skate park tournament that was out there. If something “extreme” was happening, they were totally involved. Their promotional advertising was all about the “Been there! Done that!” theme. They basically created the “wild man slacker” culture that so defined the mid to late nineties. It was extremely successful for them.
The most fascinating part about it is how they created their connection with that generation. The Mountain Dew brand was purchased in the mid-60s from Pepsico and their sales were low for several decades. However, their marketing research process for their huge launch in the 80s was phenomenal—it created the foundation for their brand.
Mountain Dew plunged into the minds of a generation by lingering with the masses. They basically hired a group of college-age kids to put on Mountain Dew gear and go to some local high school campuses in black Hummers decked out Mountain Dew style. These were their tasks:
1. locate the popular, trendsetting teens
2. give them free stuff and ask them to hang out at the Hummer
3. take as many notes as they could on everything they said, did and wore.
The end result: learn what the coolest kids in school thought was cool—what was the new cool thing. What Mountain Dew did was amazing—they observed teens in an anthropological way. They paid close attention to the kids who were early adopters—cutting-edge leaders and trendsetters. Those influencers were the ones who always seemed to be ahead in hairstyles and clothing choices—introducing them before they became the popular thing to wear. The cool teenagers at the time had one thing in common that Mountain Dew milked for all it was worth: a respect for the lack of fear.
When you reach the leaders, you reach the followers. Who are you studying? How can you dedicate more of your time to learning what drives people? How can you convert that to influencing others for Christ?
It's time to mingle with the masses. We can't keep our light hidden. It's a mandate.
© Richard L. Reising