Final Customer Purchasing from the Product Producer

Acquire Steps: Acquire steps include all activities the customer completes preceding the use or the consumption of the product. These steps include the customer's efforts needed for evaluation and acquisition of the product.

A.
Knowledge: Add knowledge

1.
Company and products – Help customers recognize and recall name of company and its products

C. Attract attention of customers to brand name

Use non-traditional advertising in space available to many people

Put on public event

No.	Year	SIC	Note
1	2005	2000	Annie's Homegrown, a company with just 45 employees, is making its mark as an earthy, socially responsible company where anything artificial is banned from the ingredient list. After the company gained recognition for all-natural, white-cheddar popcorn called Smartfood, the product was sold to PepsiCo. The founder poured that money into white-cheddar macaroni and cheese. With unconventional marketing tactics, the company hit ski lodges, outdoor folk concerts and store parking lots to gain recognition. The company now produces 80 products which are sold nationwide.
2	2004	2389	Quiksilver, the apparel brand, does not stray far from its casual lifestyle image, allowing it to better weather rapidly changing trends. To promote the name, Quiksilver sponsors boarding events and is endorsed by extreme sports stores.
3	2001	2721	Launched in 2001, The Week is aimed at the U.S. intelligentsia. The news magazine became a must-read for politicians, celebrities and CEO's who like its smart distillation, presentation and the array of subjects. The average household income of the reader is $137,000. Stories are lifted and compressed from a variety of sources by a team of 20 editors. The publication has forged relationships with the Conference Board and holds forums on a variety of subjects to increase its exposure and reputation.
4	1991	2834	Geritol is sponsoring swing-dance competitions across the US for seniors.
5	2002	3600	The new Gillette stadium was home to a dazzling electronic display system supplied and installed by Daktronics Inc. The 65,000 fans on hand could see live action video and replay on the system, as well as animation, player information and rotating messages.
6	1990	3711	Luxury auto manufacturers of the Classic Era didn't advertise in the mass media. Used posh showrooms with tapestries on the walls and Oriental rugs beneath the cars. Automobile Salons were major social events. Placed ads in upper-crust magazines.
7	1999	5734	As part of its push into the Spanish-speaking market, Gateway will sponsor the Tapas portion of Miami's Hispanic Heritage celebration and hold small-scale fiestas at its Gateway Country stores. The firm also plans to be involved in computer programs at predominantly Hispanic elementary schools in Phoenix and San Gabriel, Calif. The company plans to have bilingual staffers available on the phone and Internet as well as at stores in most major cities. By next year, some 500 bilingual employees should be available, up from about 100 currently.
8	1986	5812	Taco Bell enlivening restaurant openings: One last month in London featured a Mariachi band.
9	2003	6512	Shorenstein Co. has hired the Oakland Museum of California to curate exhibits of local artists four times a year at its building in Oakland, Calif., which opened last year and has about 170,000 square feet of space available. By hosting a reception for each new exhibit and keeping the building open three hours later once a month, the company is able to draw a high-end crowd capable of signing a lease.
10	2005	7922	Rent, which cost $3.5 million to produce, has grossed about $200 million to date. It focused on a younger crowd with a story about drug addiction and AIDS. The producers focus on marketing to a younger crowd; a key part of their strategy is drumming up media coverage, especially on TV. They try to make news that gets their shows off the arts page and into the attention of most of the public. They also lower prices closer to show time to keep theater seats filled, advertise on ethnic radio stations, and have fliers in their shows handed out in bars and nightclubs. They have spent thousands of dollars distributing textbook covers featuring artwork of their shows to high-school students. They also had theme nights for De La Guarda, targeting specific audiences, such as a Boys Night aimed at gays and featuring free beer.

<< Return to Acquire Steps