I have always been a fan of Hasselblad because of it’s place in history with the exploration of outer space. This is an ad from July/August 2005 in Picture Magazine, but it appeared in many magazines. I remember very well the introduction of the H1D when Hasselblad held a day long special event at the Loews Hotel in Santa Monica. It was led by none other than the then President of Hasselblad.
I was there, and as I usually would do, spent a couple of days staying at the Loew’s for other business. Holding that camera and looking through that viewfinder was a total revelation. It shamed other cameras with its huge bright view. The camera so very ergonomic and solid. Everyone was just amazed with it and it’s features and future.
Indeed that held with me when finally I bought my own H4D system some years later. Hasselblad always had some great huge events. Other companies have done so along the way too. I hope to see more. I think it is good marketing although sometimes immediate results are not seen.
At first look, just a wrinkled plastic bag. It has been sitting crunched up in a drawer. Actually it was a part of hugely successful marketing. If you are a bodybuilding and fitness person, you were handed one of these bags at some time.
At one of the annual, week long, planning meetings at Bodybuilding.com in Boise, the bag concept came up. At the major bodybuilding and fitness expos like the Arnold and Olympia, hundreds of companies hand out tremendous amounts of swag and product samples. The same at all of the other bodybuilding and fitness competitions around the country. So the idea was to hand out a bag that would tell people to buy their products at Bodybuilding.com.
It immediately came to my mind and I said “Find everything in this bag at Bodybuilding.com”. That was it and the bag went into production. I am sure hundreds of thousands of these bags were handed out over the years. They were even supplied for free to other companies and manufacturers to hand out with their products.
Part of a concept that was to make sure that everyone knew Bodybuilding.com and went there first for anything related to fitness and bodybuilding. It worked!
We take it as common place seeing neck lanyards with company names at events and conventions etc. But that was certainly not the case 15 years ago at bodybuilding and fitness events. At one of the major amateur bodybuilding competitions, thousands of attendees, competitors and guests all had their passes on plain black lanyards. I said to Bodybuilding.com, let’s make lanyards and give them free to all of the bodybuilding and fitness event producers around the country, even around the world. Within the next few months and going forward, hundreds of thousands of people at these events became individual billboards for Bodybuilding.com.
What happens when you read the captions in the wrong order or perhaps don’t see the whole thing. An excerpt from an e-mail I received from Vice Media…
I know I will be seeing my hiking partner Sherry Goggin at the FitExpo today. I don’t know if she will be wearing this hiking outfit she wore the last time we did a photo shoot out in the desert, but she is always looking amazing in wardrobe from her own line of clothes from Fit Girl Wear! If you are hiking at the FitExpo at the Los Angeles Convention Center today, send me an e-mail to SecondFocus@mac.com and we meet up on the trail! Thanks!