From my latest contribution to Ad Age Digital:
Had Carl G. Mayer, nephew of Oscar Mayer and creator of the
Wienermobile put his concept in front of a bunch of marketing
executives, I'm not certain it would have ever gotten the green light
to move forward. Think about it -- if you never saw the Wienermobile in
action, how would you estimate return on investment? I mean it's not
actually selling hot dogs and it is dependent on fuel and maintenance.
Aside from giving out coupons in front of grocery chains, how do you
measure the ROI of something like the Wienermobile? How do you measure
smiles? What do those get you?
Read the full article
The Fine Print
David Armano is Managing Director of Edelman Digital Chicago. This is his personal digital property where he shares insights, ideas and opinions on doing business in a connected age.e-mail David
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Monday, December 08, 2008
What Brands Can Learn From A Wiener
Posted by David Armano on Monday, December 08, 2008 | Permalink
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