In a world where business strategies are constantly changing,’Marketing Pioneers‘ (published by Baltha Publishing) offers us A compelling look at the origins of some of the industry’s most iconic tactics. Through a fascinating journey that connects the past with the present, it demonstrates how ideas from yesteryear have left an indelible mark on current marketing, all with a fresh approach and full of curiosities. In an interesting talk with Ana Calleja, author of the book, we discovered how some of these ideas endure and continue to be used as a reference in current marketing strategies.
The past of marketing
Throughout 30 chaptersCalleja, equipped with vast experience in the field of corporate communication, invites us to discover how some of the most effective marketing strategies were born a long time ago, some of them even centuries ago. Taking as a starting point the sports sponsorship already existing in the Roman circus, the book displays a kind of historical map that makes clear how the big brands have perfected their techniques over the years. “William Castle’s gimmicks were a pioneering attempt to create experiences in cinema in the late 50s and early 60s,” says Calleja when talking about the first examples of what today we would call sensory marketing. These rudimentary attempts to capture the audience’s attention through physical sensations laid the foundation for what are today much more sophisticated experiences thanks to modern technologies.
The evolution of the strategy
A crucial chapter in ‘Marketing Pioneers’ is the one dedicated to Citroën and its expeditions in the interwar period. During the early years of the 20th century, the brand used its off-road vehicles to attract media attention during tough expeditions, which not only demonstrated the technical capabilities of the vehicles, but also helped associate the brand with concepts such as avant-garde and capability. of innovation, elements that marked consumer perception and contributed to the positioning of the brand. “Citroën’s expeditions not only showed the technical capacity of its vehicles, but also created a striking visual narrative,” explains Calleja. “Today, technology has advanced and brands continue to look for ways to show the public their commitment to technological innovation, a direct legacy of those first expeditions.”
Calleja also delves into the use of technology in marketing and how some brands used visionary ideas in their time. A relevant example is the famous lighting of the Eiffel Tower carried out by Citroën in 1925. This use of technology to create an unparalleled visual experience remains a benchmark for how marketing can transform public space into an advertising showcase. “Today, similar concepts are applied with drone shows and mapping projections, such as the show held by Disney+ in 2021 in that same location,” he mentions. “The goal remains the same: to create impactful visual experiences that not only attract attention, but leave a memorable mark.”
What the Walkman taught us
During the relaxed talk, Calleja reflects on the impact of the Sony Walkmana reference in the history of technological marketing. Launched in 1979, the Walkman represented an advance in technology and a new way to connect emotionally with consumers. “Sony understood that selling technology was not enough. “They needed to associate the product with an aspirational lifestyle,” he says. “With the Walkman they gave relevance to the concept of Early Adopters and, through an effective marketing strategy that included giving devices to celebrities and creating limited editions, they made consumers not only want the product, but also associate it with a symbol. of status.”
Calleja mentions how brands are increasingly oriented towards sustainability through the use of new technologies. The book highlights the case of Heineken and its attempt in the 1960s to redesign its bottles so that they could be reused as construction material, a concept that currently resonates among companies seeking to position themselves as environmentally responsible.
“Brands that adopt these technologies today not only position themselves as innovative, but also align themselves with the values of environmentally conscious consumers,” explains Calleja, who, through this journey, offers us a unique perspective on how brands have adapted over the years and how new technologies continue to shape the marketing of the future.