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MONDAY, NOVEMBER 2, 2009
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I’ve heard that Peter Drucker says there are only two functions of a business, product innovation and marketing. I guess we missed that class. You see, we’ve always had a "build it and they will come" approach. And they’ve come… quite a few in fact. So what does he know? OK, maybe he knows something. He’s apparently some really famous professor, and as it turns out we don’t live in a movie. You see, about six months ago we looked into whether people were aware of KAYAK. We found out that supposedly, “according to research”, 68% of people who use online travel have never even heard of us. So we decided maybe we should look into some of that marketing stuff. The short version of the story is that we brought in some pros to help us including a smart creative agency in NY called Plaid to refine our brand identity and the world-famous ad agency, Goodby, Silverstein & Partners to develop an ad campaign. Interested in hearing more? If so, read on friends. This is the “fascinating”, “it’ll keep you on the edge of your seats”, “Gosh, I can’t wait to work on stuff like that when I graduate from business school”, story about how we went from being a “we don’t do marketing” company to running ads during pro football games.
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POSTED BY ROBERT AT 12:46 PM
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WEDNESDAY, OCTOBER 21, 2009
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