Q&A: What Are the Best Historical Marketing Strategies?
Marketing has been a part of human life for thousands of years. Before Apple and GE, there was Umbricius Scauras.
Umbricius Scaurus was a fish sauce manufacturer (a successful one at that) and a brilliant marketer who lived in Pompeii, circa 35 C.E. In his home, Scaurus proudly displayed mosaics depicting containers (known as amphoras) bearing his brand and quality assurances.
Amporas, at the time, were used as transportation vessels that were used in trade. Translated, the mosaic advertised the sauce as “the flower of garum [fish sauce], made of the mackerel, a product of Scaurus, from the shop of Scaurus.”
The image of the amphora was a key part of this marketing strategy. It indicted that the merchant traded goods over some distance. Indeed, from archaeological evidence, we can tell that Scauras’s fish sauce was enjoyed a positive reputation and was popular across the Mediterranean, and word of his brand’s quality traveled as far as modern-day France.
I consider this an important marketing strategy simply due to its archaeological significance and the relevance it still has in today’s marketing practices. I’d even say that the Pompeiian mosaic is like the modern billboard!