The Lincoln Blackwood was conceived as a luxury pickup truck to shake off Lincoln's stodgy image, but it was delivered at the wrong time. [1] It was designed in the late 1990s for conspicuous wealth but came out after the dot-com bubble burst. [2] The Blackwood was over-the-top in style but lacked substance with poor gas mileage, high price, and an unusable truck bed. [3] Production was cancelled after just one year due to the vehicle's severe flaws in design, value, and poor market timing.
Presentation from the 2011 Direct Marketing Association international conference in Boston. Creative Slamdown session was one of the top 10 most attended events at that DMA.
Presentation from the 2011 Direct Marketing Association international conference in Boston. Creative Slamdown session was one of the top 10 most attended events at that DMA.
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Notes Version: Part 3. Creative Slamdown Hear how great creatives successfully sell mundane, inane or boring products!
1. 9/30/2011
The Lincoln Blackwood
“Probably the most ridiculous thing
Lincoln has ever done.”
“Luxury Utility Vehicle”
• With only one new vehicle in 26 years, Lincoln wanted to
shake off the perception that it was “old school”, “boring”
and “stuck in the 60s”.
• Blackwood made a dramatic statement; a specialty
vehicle promoted almost entirely through direct
marketing.
– Limited edition
– Narrow audience
There were just 3 problems...
Wrong vehicle
Wrong concept
Wrong time
• Blackwood was a triumph of over-the-top style vs. substance.
• Conceived of in the late 1990s, when investors sought out
conspicuous displays their new-found stock market wealth.
• Delivered after the dot.com bubble burst – 1 month after 9/11.
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2. 9/30/2011
Conceived
Delivered
Product challenges
• Genuinely expensive: $53,000
• A shockingly eco-unfriendly 13 mpg (17 highway)
• One color choice: black
• No 4 wheel-drive
• Unusable truck bed
• “Gorgeous, in the way that Las Vegas honeymoon suites
and Elvis's jumpsuits are gorgeous”
“Viva Las Vegas”:
A Pickup for Elvis”
– The New York Times
2
3. 9/30/2011
“So perverted by style and luxury that it cannot even
carry the occasional lawnmower or sheet of plywood.”
“You have to have money to burn to
buy this. This is just an expensive toy.”
Our positioning:
A toy for rich boys
3
7. 9/30/2011
Blackwood Microsite
Press not so great? Let’s create our own!
How to find well-healed prospects?
Sponsor the U.S. Open
7
8. 9/30/2011
Where could we find the splurging super rich?
$8,000 crystal Mr. Potato Head $10 million Zeppelin
50 Neiman-Marcus edition Blackwoods
were offered at $58,000 each.
They sold out in 8 hours.
But for the rest of our prospects, Blackwood’s
shortcomings were a real hurdle.
Blasé brand
Poor price-value
Disco design
Lacks basic features
The press laughing at us
Really, what else could go wrong?
8
9. 9/30/2011
January 3, 2001
Blackwood Reports
Production Delay
Claycomo, MO Originally expected to be on sale by
the fall of 2000, then delayed until the first quarter
of 2001, it now appears Blackwood customers may
not take delivery until the second quarter of 2001.
“Here At Last” mailer
9
11. 9/30/2011
Could direct marketing save a vehicle
so severely flawed in design, value,
functionality, and timing as Blackwood?
No. Production was cancelled
after just one year.
What did we accomplish?
• Attracted 59,300 prospects
• Sold 3,356 vehicles at dealerships
– Brought in $17,786,000 in revenue
• Sold 50 Neiman-Marcus units in 8 hours
– $2.9 million in sales from 1 product running 1 time in 1 catalog!
• Helped ensure the Lincoln brand will never again be
perceived of as “boring”
Many thanks to Steve Luftman, Blackwood Art Director,
and the rest of the Y&R team
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