November 25, 2007 Comments (4)
Dunlop tattooers cut to the chase. They're different; they're all about driving and performance. They seek creative ways to express themselves, and they're not afraid to show it....Not only did they take advantage of the tattoo trend, they used celebrity tattoo artists to do the work. Very smart. The promotion attracted huge publicity and set the bar for creative advertising without using traditional media. Very very smart since they know a portion of their customer base is anything but traditional. But it wasn't the first time Dunlop had pulled a stunt like this:
Tattoos also are more mainstream, as increasing numbers of professionals, star athletes and celebrities seek the artistry of a tattoo..... A 2006 survey by Pew Research Center found 36 percent of 18- to 25-year-olds and 40 percent of 25- to 29-year-olds have at least one tattoo.
In the past, Dunlop has created buzz here with treadheads, enthusiasts who had hair stylists shave tread patterns onto their heads for a chance towin a set of tires. Tattoos...seemed the obvious next step.

The key to leveraging evangelists is to make it easier for them to engage in actions that they are already doing. Dunlop evangelists are already promoting the tires and looking for new ways to do so. This is a perfect example of rewarding them for what they are already doing anyway.
While I cringe at people tattooing a tire logo on their arm for a set of tires, I guess to them it makes perfect sense!
Mark, I agree with what you said here: "The key to leveraging evangelists is to make it easier for them to engage in actions that they are already doing" but would say what makes that concept successful is recognizing what actions make the impact.
I wonder how many companies can say they know their customers like Dunlop obviously does! :)
I can't believe that! I am sure if I had a Yokohama tat, I would feel ashamed to ever purchase any other brand, as if I were living a lie. That makes me think, does Dunlop practically own these people now? :)
Manufacturer & Exporter of PMDC Motors,Geared Motors,Battery Operated Motors,AC Synchronous Motors,DC Drives,Lamyoke Motors.

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Based in Williamsburg Virginia, Debra Mastaler is President of Alliance-Link, an interactive marketing company focused on providing custom link building campaigns and link training. In business since 2000, Debra offers a common sense approach to link building by combining traditional sales and promotional strategies with effective online search engine marketing tactics. In addition to client projects and link training for Fortune 1000 companies as well as a number of top SEO firms in the USA, UK and Canada, Debra is a featured guest speaker at the Search Engine Strategies Conference (SES), is a guest blogger for Search Engine Land and Search Engine Guide, and has done numerous High Ranking Seminars as well as the Link Building Training session for Search Engine Strategies. In October 2005 Debra was elected to the Board of Directors of the Search Engine Marketing Association of North America as Secretary/Treasurer where she served until August 2006. |
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