The Marketing Emmys: Our Picks for the Best Business Strategies
Just in case you don’t keep up with award shows like I do, the 64th Annual Primetime Emmys happened recently. There were sweeps, there were upsets, and more Modern Family awards than you could shake a stick at.
But there’s a huge emphasis on acting. And reality shows.
So where are the awards for best use of promotional products? Or best entrepreneur business strategy? Clearly those shows should receive awards for portraying smart (or terrible) marketing campaigns!
Fear not. Thorough my extensive TV watching research, I have hand-selected the TV shows that will take home QLP’s top honors for the best and worst business moves on television.
Best Marketing Strategy (Mid/Large Company)
Winner: The Office
Reason: The team at Dunder Mifflin/Sabre had all kinds of ups and downs last season, but they shined brightest while launching a brick-and-mortar store in Florida. Taking their cues from Apple, they made the grand opening a true spectacle, had a sparse but welcoming layout, and invited tons of technology bloggers.
Best Marketing Strategy (Entrepreneur/Startup)
Reason: Sherlock Holmes and John Watson are a startup dream team. Sherlock has the crime-solving knowledge and John has the business know how. Watson pushes the team forward by making sure they find cases, accept money, handle their customers with grace, and keeping an active blog about their business.
Craziest PR Move (Mid/Large Company)
Winner: The Office
Reason: While opening this brick-and-mortar store, the team from the Office wanted to make sure that they entered the technology business with a bang. Dwight gives specific roles to his employees: Erin pretends to be a hipster to interest a young crowd, Cathy is tasked with flirting with all of the bloggers, and Jim has to don a bizarre costume and give a presentation a la Steve Jobs (but with a lot more pizazz).
Craziest PR Move (Entrepreneur/Startup)
Winner: 2 Broke Girls
Reason: The in season finale, Caroline and Max find out that Martha Stewart is going to be a fancy party. Determined to get the homemaker maven to try their cupcakes, they head to the party, disguise themselves as the wait staff, and roll a food storage unit all the way to the bathroom. Their determination paid off, though! They met Martha in the bathroom and she obligingly tried their cupcake.
Best Business Collaboration
Reason: When a retail food area in the Greendale Community College lunch room becomes available, one of the study group members proposes opening up a sandwich shop. She pitches her business plan, but the college ultimately chooses to partner with Subway. The big brand name draws a lot of business (and a highly hilarious episode later).
Best Personal Brand
Winner: Barney Stinson from How I Met Your Mother
Reason: The competition for best personal brand was tough this year. The nominees were Leslie Knope from Parks and Recreation, Schmidt from New Girl, Rachel Berry from Glee, Taco from The League, and Barney. All of these characters possess a strong personal brand, but Barney’s brand is truly the stuff of legend. (He also got bonus points for breaking out of his comfort zone more than once last season.)
Best Use of Promotional Products
Winner: Royal Pains
Reason: Evan, the CFO of concierge medicine practice Hank Med, books the team to man a booth during a summer festival. He makes sure that their company logo is on a bunch of first aid kits and bandage-shaped magnets and hands them out to whomever he encounters. He accompanies these promo items with a quick elevator pitch about their business. But since Royal Pains has nailed promotional products before, this award wasn’t much of a surprise.
Worst Use of Promotional Products
Winner: Parks and Recreation
Reason: Early last season, Tom Haverford decides to quit the parks department to start an entertainment company with his friend, Jean-Ralphio. In addition to the flaws in their business plan, they use promo items completely wrong. They have a small budget, but they customize dozens of different big-ticket items and then go around and hand them out to their friends instead of potential clients.
Lifetime Achievement Award
Winner: The Office
Reason: Even though the Office just started their ninth and final season, this award is not just for the longevity of their show. It’s also because the producers on the show were smart to order from Quality Logo Products. In one episode of the seventh season, one of the characters gave a phone company a fake name to get a free stress ball. And those stress relievers came from us! I applaud the smart business sense of the producers and am happy to present them with this award.
And there you have it; the winners of the 2012 Marketing Emmy Awards!
Let’s congratulate all of our nominees on a TV season well done. And to the runnerups, there’s always next year!
Were you surprised by any of the outcomes? Any show that you were rooting for? Pleased that Homeland and Modern Family didn’t win anything else?
RIBBON IMAGE COURTESY OF CLIPART.COM.