This is the typical case of a girl who endorses her company Lancaster-Webb’s product without proper approval from the company and also made an image that she represents the company and has came out with a name -- 'Glove Girl'. In the process she also leaked out confidential information of the company where by breaching the contracts.
In this type of situation Will Somerset should not fire the girl as first of all she doesn't harm the company and on the contrary endorsing its products which in turn increasing reach and awareness. She does the hard work which instead should be done by the advertising department, So in a way she is doing more good than harm. Instead of firing her the company should use her endorsement skill as a strong forte to put her with the marketing department.
In this type of situation Will Somerset should not fire the girl as first of all she doesn't harm the company and on the contrary endorsing its products which in turn increasing reach and awareness. She does the hard work which instead should be done by the advertising department, So in a way she is doing more good than harm. Instead of firing her the company should use her endorsement skill as a strong forte to put her with the marketing department.
Then here
comes the concept of Gonzo marketing.
Now the biggest question is what is gonzo marketing.
Concept
Coined by Christopher Locke. It is essentially about moving from traditional
advertising to a more conversational approach using the world-wide web. In this
marketing Concept, the company-customer relationship is broadened to allow for
the exchange of information, experiences, support and input, as well as
products and money. In this model, both the consumers and companies benefit
without the traditional bombarding of marketing messages that is so off putting
to consumers.
Also the
concept of marketing through blogs comes into play.
MARKETING
THROUGH BLOGS:
Blog is a
web site where entries are made and displayed in reverse chronological
order. A blog for marketing can give an identity and a “voice,” to gain
visibility on the Web. It can generate word-of-mouth interest and display
current work. It is a way for you to write about your work and tell the story
behind it. It allows others to get involved with your work by leaving comments.
The blogs can be noticed by the media bringing requests for interviews.You can
educate people without being too preachy. Search engines love blogs because
there’s usually a lot of specific topic-oriented content. A blog allows people to see a more private
side of you and get to know you. It gives you the chance to interact with
clients as friends.
Blogs create communities of like-minded
people. One of my favourite uses for freelancers is to publicize and
promote—even raise money for—charities they feel strongly connected with.
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