Using Abbreviation as a Marketing Technique

© 2003 by Michelle Lee, http://www.UltimateResourceBarn.com

M:I2, AI, LOTR, T3, X2 - Do you know what these are? If
you do not know, it is time to get in touch with the
latest. These abbreviations are the titles of famous
Hollywood movies! If you see "GWTW", do not be confused, as
it is the abbreviation for the classic movie "Gone With The
Wind".

There is an emerging trend in the movie industry to use
abbreviation in today's IT world. Using abbreviation not
only makes it prominent, it is also easy for fans to
remember. Better still, these abbreviations becomes unique
trademark, and brings in more value-add.

Taking the first alphabet of each word of the movie to be
the abbreviations has begun a long time ago, and has become
popular and common with rise of the Internet. Following
this trend, even the popular USA basketball superstar Tracy
McCrady is now referred to as T-Mc. If anybody is to refer
to T-Mc by his full name, he will probably be consider a
freak!

In Hollywood, the father of using abbreviation is probably
Steven Spielberg; his movie E.T. is the classic case. Even
after to years since the launch of E.T., most if not all of
the fans remember creatures from outer space as ET and few
will remember that the full name is "Extra-Terrestrial".
Knowing that such abbreviation attracts attention, Steven
Spielberg launched his next movie "Artificial Intelligence"
and all reference to the movie and marketing is known as
"AI".

Take a look at other examples, "MIB" for "Men In Black",
Arnold Schwarzenegger's "T2" for "Terminator 2 Judgement
Day", and M:I2 for Tom Cruise's "Mission : Impossible II".
All of these movies are tapping on the successful publicity
of first episode to gain exposure for the next episode.
This is clearly a very effectively marketing strategy.

Needless to say, producers of "Terminator 3: Rise of the
Machines" will be splashing "T3" all over the places.
Interesting, fans of "The Lord Of The Rings" refer to the
movie as "LOTR" on the Internet.

Now, how about "@URB" for @UltimateResourceBarn Newsletter?
Just like the trend in using abbreviation for marketing, I
am using short-form to market my newsletter! There are very
obvious advantages in using abbreviations; it is much
easier for your prospects or customers to remember @URB as
it is a unique trademark.

Using abbreviation also makes cross-selling your products
or services easier. Recall all those T-shirt, mugs, caps,
pens, mouse-pad, toy etc. all stamped with some famous
movie name? Fans are making a big mad rush for these
cross-selling products! You probably have brought some of
those yourself.

With the unique abbreviation you have, name your other
products or services that you are selling accordingly.
Given "@URB Newsletter", think "@URB Solo Specials" or
"@URB eBook" ... you get the picture!

Of course with a unique abbreviation, you are indirectly
branding your products or services. Just like "@URB" is a
brand name, you can think of unique combination for what
you are selling too. Branding is the imagine the public
have of your product or services. It is that intangible
thing people associate your products or services with. Give
your prospect or customers something tangible to associate
with, give them an abbreviate name!

Using an abbreviate name is so useful that the second
episode of "X2: X-Men United", which by itself is not a
long name in the first place, learn from "T3" and chose to
simply call it "X2" instead! Ok, it's your turn to learn
from "X2" and have a cool abbreviate name too.


© 2003 by Michelle Lee

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Michelle Lee is the owner of the website 
http://www.UltimateResourceBarn.com and publisher of the 
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