|
Community Links |
Social Groups |
Pictures & Albums |
Members List |
Search Forums |
Advanced Search |
Go to Page... |
|
Thread Tools |
04-07-2013, 11:51 PM | #21 |
Cobra Viper
Join Date: Jul 2009
Location: Philippines
Posts: 193
|
Quote:
To be fair, that battle plan was developed and executed in a VASTLY different market climate.
Bear in mind that MANY of the top brands of the era executed on many of the same tenants, and many today's top brands don't (or present the ideas in dramatically different ways). I think the biggest thing is that in the 80s, GI Joe was positioned as THE military toy, a genre that no longer as luster it did in the 80s into early 90s. The nature of advertising has changed, instead of half a dozen channels airing a common batch of syndicated programming at the same time daily or Saturday mornings, you have DOZENS of channels targeting the same demographic at varying times throughout the week, not to mention the rise of instant digital access. |
04-07-2013, 11:55 PM | #22 |
Bouncing Around the Room
Join Date: Aug 2008
Location: New York
Posts: 1,200
|
1 - I agree with those above - dust this plan off
2 - Hasbro is performing like a vacuum on all levels with all lines recently. The 2012 Star Wars debacle should be taught as how to kill a line. 3 - They need to figure something out. I recently fiercely weeded my plastic crack collection and not a single Cobra survived. Just a handfull of Joes. What is Hasbro doing to bring my interest back into the line during off movie years? They seem to continually knock it out of the park when it comes to Transformers. The teams need to do whatever it takes at this point. GI Joe is an inhouse property and should be made a higher priority. |
04-07-2013, 11:55 PM | #23 |
#voteblackjack
Join Date: Sep 2008
Location: Northwood, NH
Posts: 35,747
|
Quote:
Bottom line is they spent less on making their presence now than before. In our current technology it is much easier to advertise than before, imagine sending electronic brochures of your coming line, creating video ads and posting it on youtube (its free) and you don't have to wait for it as in during the advertisement in a tv show, even the simplest the cross sell. Where are the brochures with the vehicles like they did before? Marketing in these days are much easier than before, today you create a website and you'll have a global presence. If these old geezers were working today they would have a field day!
If it's that simple and works, why aren't we seeing it from everyone? Could the reason be that it's not that simple or that it doesn't work? BTW, ever see this? GI Joe: Rise of Cobra - New Toy Commercial - YouTube A Rise of Cobra toy commercial. Apparently it didn't work. Could and should Hasbro be doing things differently? Yes. That's obvious. But I tend to think the people that get paid to do this for a living, and have the education and have conducted the studies, probably know more about it then we do.
__________________
Join the New England G.I. Joe Collector's Group: Battleforce New England Join the March of Cobra. Read the epic adventure on Kindle Worlds and visit the page to learn more. https://www.facebook.com/marchofcobra/ |
04-08-2013, 12:51 AM | #24 |
Ex-Pharisee
Join Date: Apr 2008
Location: 742 Evergreen Terrace
Posts: 12,216
|
I've listened to an interview with Kirk on both the Flag Points and WOJM podcasts, and he is so interesting! I love his stories and his matter-of-fact attitude.
__________________
Feedback thread: http://www.hisstank.com/forum/buy-se...lyguy-1-a.html Jesus is my Lord and Savior!!! Www.startswithamousetravel.com |
04-08-2013, 11:35 AM | #25 |
Painter
Join Date: Aug 2011
Location: Pasadena, CA
Posts: 1,022
|
nice. thanks for posting.
|
04-08-2013, 11:48 AM | #26 |
Crimson Guard
Join Date: Feb 2008
Location: Florida Man
Posts: 1,462
|
Those are all excellent ways to make a successful brand...and then what happened?
__________________
LOOKING FOR CLASSIFIED VIPER VEST AND ARMS B/S/T: https://www.hisstank.com/forum/g-i-j...ml#post5489705 |
04-08-2013, 01:04 PM | #27 |
Counter Intelligence
Join Date: Oct 2007
Location: USA
Posts: 3,584
|
That's an awesome PPT. Lot of insight. I'd love to hear/view the presentation.
|
04-08-2013, 01:35 PM | #28 |
Official know it all
Join Date: Oct 2007
Posts: 3,797
|
I see nothing in Kirk's 'battle plan' that doesn't make marketing sense regardless of the retail climate or era. Their problem then was one of establishing a brand that hadn't seen prominence since the 60's. Their problem now is in re-orienting that brand- thankfully already well known to an entire generation- so that it remains relevant to today's much more savvy kid audience. An audience raised on reality TV, a 24 hr a day news cycle which broadcasts military skirmishes of all varying degrees of reality constantly, violent and often depressing video games, and all manner of cynical worldview spewing from every corner of the internet, movies, and television shows. In other words, an audience not so easily deceived by the simplicities of 80's era Joe.
But that doesn't make it an impossible brand to sell. Just look at the popularity of the movies as a sign post of the amount of 'steam' left in this property. I think using Kirk's plan in a 'back to basics' way could really help re-uplift the brand. Look at the newly minted re-success of TMNT, with a mega-popular toy line and cartoon show. That property is no less culturally significant than Joe- although does have a slightly easier path to tread based on its already kid-friendly themes and portrayal- and Joe can totally be back on top with the right vision. I really think Hasbro needs to bring back the old school marketing biggies like Kirk (if he's not still tied to Hasbro in this way already) and see if they can help re-invigorate the toys. Incorporate elements of the movieverse yes, but also create a viable cartoon, comics, online content, video games, etc. Basically copy the success of what's working for TF and make that work for Joe. It admittedly won't be a 1/1, but the same kid/adult audience into TF's, turtles, etc. are moved by the same marketing motivations, so it shouldn't be rocket surgery. It's all about the approach. And the best part of all of this brand positioning talk--- Joe already appears to be selling pretty well at retail, so again, it shouldn't be an impossible thing to simply keep that push going and even take it up a few notches. |
04-09-2013, 01:03 AM | #29 |
Dreadnok
Join Date: Jul 2011
Location: California
Posts: 752
|
#8 & 9 need to make a comeback, not just for GI Joe, but for any toyline.
|
04-09-2013, 01:08 PM | #30 |
Iron Grenadier
Join Date: Aug 2008
Location: Detroit
Posts: 795
|
Quote:
So why don't we see that for toys? Nothing from Playmates, nothing from Hasbro, nothing from Mattel, nothing from Jazwares, Jakks or any of the other companies.
If it's that simple and works, why aren't we seeing it from everyone? Could the reason be that it's not that simple or that it doesn't work? BTW, ever see this? GI Joe: Rise of Cobra - New Toy Commercial - YouTube A Rise of Cobra toy commercial. Apparently it didn't work. Could and should Hasbro be doing things differently? Yes. That's obvious. But I tend to think the people that get paid to do this for a living, and have the education and have conducted the studies, probably know more about it then we do. When a younger team (Like what happened with me) would suggest things for the new "digital age" Like cross market FB, Interactive Websites, The people at the top, unfamiliar with its potential can easily poo poo that idea, brush it off, and be happy as pigs in excrement to dump hundreds of thousands of dollars on old school marketing that ends up in the trash. Seeing the 80's plan spread out like this..Its pretty glorious for me..This is the kind of stuff I would be sitting in for, Listening about how our company is proceeding this year. I just think the 80's GIJOE is a one time deal..They had the right minds in place at that time in history, The kids were at a level to accept it, and society did not demonize a Pro American Military toy, And the country was not scared of guns. It would be quite a mountain for Hasbro to climb to get GIJOE big again in THIS country..
__________________
Originally Posted by Headman The problem is that America is an island of awesome in a sea of pussies. Now alot of that pussified drift has washed onto our shores and we're starting to smell a lot like tuna |
Similar Threads | ||||
Thread | Thread Starter | Forum | Replies | Last Post |
Discussion Shockwaves First Responders and Urban response Special Tactics and Weapons Group | Blackhawk258 | G.I. Joe Customs General Discussion | 16 | 09-26-2012 06:23 PM |
Non G.I. Joe special weapons and support staff (Part 2 ) | wildstar09 | G.I. Joe Customs Works In Progress | 1 | 06-01-2012 01:09 AM |
Kirk Bozigian to attend the convention | Falcone | G.I. Joe Conventions and Get Togethers | 8 | 03-04-2010 11:40 AM |
con tactics/tips | Death Adder | G.I. Joe General Discussion | 12 | 06-01-2009 08:07 PM |
Biker Girl: Quarrel and Special Weapons Force: Boffin - 25th | babyjelly | G.I. Joe Customs Finished Projects | 15 | 04-11-2009 04:48 PM |
|
|
Recent Off Topic Threads |
Joy Toy's Dark Source Line |
What song are you listening to? |
Hisstank Late Night thread... |
JazWares 18th Halo |
Star Wars 3 3/4 discussion thread |