Sharpie Brand Report Essay -- Business Analysis

Sharpie has been putting its mark on society as well as a variety of other surfaces since its inception in 1964. Today, Sharpie is the most popular choice of permanent marker in the world, available in over 20 countries. In the recent digital age, Sharpie was predicted to struggle as physical printing methods fell out of favor in exchange for keyboards and touch screens. However, parent company Newell Rubbermaid has taken some creative and unique marketing approaches to keep the Sharpie brand as a household name. New advertising methods, as well as embracing social media outlets such as Facebook have led to Sharpie becoming more popular than ever. Sharpie’s media purchases over the last decade have been very interaction oriented. Since 2009 Sharpie has shifted a large amount of their advertising attention to social media outlets, as well as many other non-media connectors. Sharpie has been getting up close and in touch with its consumers for most of the last decade, using professional athletes from various sports to promote their brand. While working with Paragon Marketing Group Sharpie sponsored the Sharpie 500 from 2001 to 2009. The Sharpie 500 was one of the most popular races on the NASCAR circuit. Sharpie was also the main sponsor of Kurt Busch and his No. 97 Ford from 2001 to 2006. Busch had a highly successful career whilst driving for Sharpie, even winning the first ever NASCAR Nextel Cup Championship in 2004. The exposure paid off according to Paragon, as Sharpie’s sales increased a minimum of 15% per annum. Sharpie also tried their hand on the links with the Sharpie Mini Tour. Working with the Professional Golfers Association, Sharpie held a nationwide, four event putting competition giving one fan a chance to play ... ...e 25 June 2009. Web. . Neff, Jack. "Think Ink Is Dead? Sharpie's Success Is Writing on the Wall: New Video Ads, Strong Facebook Presence Prove the Pen Is Still Mighty in the Digital Age." AdvertisingAge. ProQuest Research Library. Web. 17 Apr. 2012. Paragon Marketing Group "Sharpie 500." Paragon Marketing Group, LLC. 27 Aug. 2005. Web. 04 May 2012. . Sharpie Press Release. "Sharpie ® Mini Tour Swings Into Chicagoland For Cialis ® Western Open." www.sharpie.com. Newell Rubbermaid, 29 June 2005. Web. 04 May 2012. . "Sharpie :: Stained Brand Invention." Tris3ct. Web. 04 May 2012. .