tag:blogger.com,1999:blog-3605865485864382252024-03-05T05:15:38.851-08:00MBAs examine the On Demand BrandThis blog discusses and dissects the book, "The On-Demand Brand," by Rick Mathieson. The blog is open to postings by UCCS MBA e-commerce class, and open to comments from the general public.e-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.comBlogger22125tag:blogger.com,1999:blog-360586548586438225.post-91356786102157780762010-11-18T07:31:00.000-08:002010-11-18T07:31:55.398-08:00Comments on Rule 9I am not sure why the comments button for the Rule 9 post is not active. If you are not able to comment directly to Wes' blog post, please make you comments here.<br />
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My own comment to Wes' post follows. Please comment on this post to continue the discussion on Rule 9. Be sure you have read Wes' post before commenting here.e-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-20785365467784898692010-11-16T11:58:00.000-08:002010-11-16T12:02:16.369-08:00Rule 10 - Use smart ads wisely<!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> 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mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal"><span style=";font-family:";font-size:12pt;" >Smart ads (ads that target consumers interest), although not fully optimized in application, can have huge results for marketers and consumers.<span style=""> </span>Marketers like HP, using smart ads on Yahoo's Smart platform, saw a 20 times higher than typical ROI during one campaign during 2009.<span style=""> </span>Others have tried using smart ads, but had less than desirable results.</span></p> <p class="MsoNormal"><span style=";font-family:";font-size:12pt;" >Smart ads are still developing and receiving their education on how and when to be used. <span style=""> </span>Behavior is being modeled wherever consumers operate with the aid of technology.<span style=""> </span>This could range from a network, website, or personal device.<span style=""> </span>Information has always been collected, but technology is empowering information to not only be collected, but interpreted in real time.<span style=""> </span>Opting out may mean your information will not be stored, but it does not necessary mean that the information will not be used to understand who you are.</span></p> <p class="MsoNormal"><span style=";font-family:";font-size:12pt;" >An example of this is when Google teamed up with Compete to enable ads to target consumers based on the FIC score.<span style=""> </span>Google used 2 million web users [that permitted tracking] to provide credit scores when signing up for new credit cards.<span style=""> </span>Google then analyzed their click streams and built profiles for those individuals.<span style=""> </span>Google then knew if you visit a certain site or have a similar click stream, you probably fall within a credit score.<span style=""> </span>Thus, it brings up the question, should you be worried about being tracked, or allowing your neighbor to be tracked?</span></p> <p class="MsoNormal"><span style=";font-family:";font-size:12pt;" >Numerous consumer advocacy groups are taking notice of this under the radar "smart" marketing.<span style=""> </span>Center for Digital Democracy and U.S. Public Interest Research Group both were so alarmed by these advancements, that they petitioned the FTC to launch investigations into the privacy of marketing practices targeted at mobile phone users.<span style=""> </span>The reason the issue is so sensitive is that once the information is out there and being used, there is no taking it back.</span></p> <p class="MsoNormal"><span style=";font-family:";font-size:12pt;" >Of course, smart ads are ultimately to better the consumers life.<span style=""> </span>It can help recommend products that would be preferred by consumers, it can serve interesting media and avoid displaying denture ads to 20 year olds, and it can present customized information in a world that is becoming ever more customized seeking! </span></p>techwiz_tomhttp://www.blogger.com/profile/02177123452434349063noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-80891462303990825242010-11-12T08:01:00.000-08:002010-11-12T08:22:12.324-08:00Rule # 9 – “Always Keep Surprises In-Store”Is the in-store shopping experience today less than exciting? Does it pale in comparison to the socially connected, brand-building experiences that are going on on-line? Mathieson thinks so. He spends this chapter of The On-Demand Brand discussing some of the ground breaking ways that certain brands are bringing the on-line social experience to brick and mortar retail locations; enhancing the shopping experience, building brand loyalty, and, ultimately, increasing revenue. Or, as he refers to it, “The Rise of Social Retailing.”
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<br />One of the issues that brands face is how to make the in-store experience more tailored to the shopper’s wants, needs, and desires. On-line this has been going on for a long time; the most obvious example is Amazon’s ability to suggest other items you might like based on past purchase history. Unfortunately, the typical sales clerk doesn’t have access to that kind of information. But, at the Stop and Shop grocery stores, the “Shopping Buddy” shopping cart does. The smart cart system, as shown in this <a href="http://today.msnbc.msn.com/id/5462556">“Shopping Buddy” video</a>, moves the loyalty card onto the cart through a wireless touch screen. Just like the Amazon experience, you can now be presented with coupons, offers, and suggestions based on your past shopping history. Your physical shopping cart is now your “shopping cart” with the device keeping a running total of your purchases.
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<br />The majority of the chapter is devoted to “Social Retailing” and mostly focused on the clothing shopping experience. Mathieson does a good job of taking some existing apps, such as the Gap “StyleMixer”, and showing how they might evolve and expand in the near future to enhance the shopping experience in-store. For example, where the “StyleMixer” app now allows you to mix and match outfits and receive in-store offers, in the future it might allow you to access on-line product reviews, make suggestions based on past purchases, and help the sales clerk make better suggestions.
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<br />Mathieson’s interview for this chapter is with Tom Nicholson, CEO of digital agency LBi IconNicholson. Nicholson defines “Social Retailing” as “taking a lot of those features and activities that are happening online today, and finding a way to move them into the in-store environment where customers are actually doing their shopping.” (p. 222). In that direction, Nicholson’s company has developed the <a href="http://www.youtube.com/watch?v=yJCyiBmX69A"> Nanette Lepore’s Lepore Looking Glass</a>. The Lepore Looking Glass allows the shopper to send pictures to friends on existing social media platforms and receive feedback on how they look and to receive suggestions of other clothing items that friends think they might look good in. Essentially, doing a better job of what shoppers are already doing with their mobile devices – sending and receiving pictures and chatting about it.
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<br />Similar technology is demonstrated here in this video on the <a href="http://www.youtube.com/watch?v=6hxlBO4Hn8Q">SmartMirror</a>.
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<br />When you watch the Shopping Buddy, <a href="http://www.youtube.com/watch?v=ok_9_ZNdhk0&feature=related">NikeID</a>, and Smart Mirror videos you realize this is very cool stuff, but what is the investment and what is the payback? After all, businesses are in business to make money. According to Nicholson, the Nanette boutique in Bloomingdale’s saw a 3x sales increase year-over-year with the installation of the <a href="http://www.youtube.com/watch?v=yJCyiBmX69A">Lepore Looking Glass</a>. That sounds good, but cost of entry is high to retrofit existing retail outlets with the necessary technology. Offsetting that investment today is the fact that, since so few stores have this type of technology, a lot of free press is available due to the “new and cool” factor.
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<br />So, how quickly is this all coming to a store near you? Our bet is soon. The power is moving to the consumer; the brands and retailers who will thrive will be the ones that make it easy for shoppers to get other opinions while shopping in the store, make suggestions on relevant product, and integrate current social network behaviors into apps that augment those behaviors in a relevant way.
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<br />So, while all this is very cool, do we need to be concerned with privacy issues, especially with technology like the SmartMirror and the Lepore Looking Glass? As one Youtube viewer of the SmartMirror video commented, "Cameras in the bathroom, never a good idea."
<br />Anonymousnoreply@blogger.com0tag:blogger.com,1999:blog-360586548586438225.post-81490867591073403432010-11-08T23:17:00.000-08:002010-11-10T23:47:05.058-08:00Rule #8: Mobile is Where It's At<span style="font-family:arial;"><strong>Rule 8: Mobile is Where It’s At </strong></span><br /><span style="font-family:arial;"><strong><br /></strong><span style="color:#660000;">Part 1 – An Analytical Synopsis<br /><br /></span>In chapter 8, Mathieson discusses mobile marketing as used by top businesses today, focusing on the most innovative and effective strategies. He explains the rationale behind the mobile phone’s ascending importance as a marketing platform: “the mobile phone is the one electronic item that most people have on them anytime, everywhere.” That means unlimited accessibility and power for the marketer. “In fact, mobile has emerged as the channel that most embodies the idea of the on-demand brand.”<br /><br />However, Mathieson explains that a misuse of this power quickly becomes intrusive and ultimately ineffective. He demonstrates this idea by defining what he believes mobile marketing is not...or should not be: a bombardment of advertisements, using geo-location capabilities of smart phones, that will “ping you with offers” as you walk by their store. We’re sure everyone would agree that would be annoying. More importantly for mobile marketers, harassing a society increasingly prone to selective attention to advertising will likely be ineffective. This analysis falls in line with the whole theme of the book: The best way to reach customers is when and where they’re ready to act.<br />Throughout the chapter he offers numerous examples (below) of effective advertising strategies that where implemented using the “activation mechanism” in mobile marketing.<br /><br /><em>The activation mechanism:<br /></em>1. term used to describe mobile phones and their capability to allow a targeted audience to immediately respond or act upon commercial messages experienced in other media – print, broadcast, direct mail, outdoor billboards, etc.<br />2. coined by Cielo Group’s CEO Dean Macri (mobile marketing firm)<br />3. opposes the idea that the mobile phone is just another advertising distribution platform<br /><br />Mathieson concludes the chapter with an interview of Macri on the “activation mechanism” as it applied to some of Cielo Group’s marketing endeavors and the direction that mobile marketing will take in the coming years.<br /><br /><span style="color:#660000;">Part 2 – Key Concepts and Takeaways<br /><br /></span>• You Make The Call<br />o Over 3B internet-enabled mobile phones worldwide (> 1.2B personal computers)<br />o However, most mobile searches are for specific brands, offering few opportunities than expected </span><br /><span style="font-family:arial;"></span><br /><span style="font-family:arial;">• Tiny Ads, Big Results<br /><span style="font-size:0;"></span><span style="font-family:arial;"></span>o See Land Rover Ad (below)<br />o “It’s inevitable that mobiles will become a major video channel”<br />o Mobile response rates to advertising are high now, especially when compared to banners…but that is likely to go down</span><br /><span style="font-family:arial;"><br />• <strong>Don’t Interrupt, Activate</strong><br />o The backbone concept of this chapter—“the activation mechanism”<br />o Everything in the physical world now becomes interactive<br />o “Juniper Research predicts over 200 million people will use mobile coupons by 2013, signing on to services that send them coupons that can be redeemed by showing their cell phone screen at the point of cell<br /><em>Rumor: iPhone 5 will have a Bluetooth/RF type smartchip that will do this for a multitude of transactions types</em><br />o Everything in the physical world now becomes interactive<br />o QR Codes (see Papa Johns below)<br /><br />• <strong>Text Sells<br /></strong>o Majority of Americans are not yet using full capabilities of smartphones<br />o However, 100M+ Americans, nearly 58% of all mobile subscribers between 25-34 (and vast majority under 20) actively use text messaging<br /> Not afraid to use SMS to offline advertising<br />o Calvin Klein, BMW, Rascal Flatts (see below)<br /><br />• <strong>Apps Amplify<br /></strong>o Enable customer interaction directly with the brand with a simpler interface<br />o Starbucks loyalty card…the app is about to become the program, making the card unnecessary<br />o “By 2020, mobile apps alone “will be as big or bigger than the Internet,” peaking at 10M apps before leveling off<br />o “Placing ads on mobile sites is just a media placement compared to finding the applications consumers want [in order] to interact with the brand<br /><br />• Place is the Space<br />o “Proximity Marketing” - Potential for mobile billboards, coupled with various forms of transmission devices<br />o Important: Users must ‘invite’ the interaction, unsolicited ads/messages is unacceptable<br /><br /><br /><span style="color:#660000;">Part 3 – Marketing Worth Mentioning<br /><br /></span><span style="color:#006600;">Bravissimo<br /></span>• facts: ran tv, radio, direct mail campaign with call to action: call, go online, or text<br />• results: 45% of all responses came through text<br />• lesson: Mobile marketing even applies to non-techy brands because people who wear bras have phones too!<br /><br /><span style="color:#006600;">Land Rover</span><br />• facts: created an iPhone-based banner ad that connected with Google Maps to show them the nearest dealer, 400,000 impressions—11,500 click-throughs<br />• results: 2.9% CTR, 88% of clickers watched a video, 9% put in their zip to locate a dealer, 3% used click-to-call the dealer (These are excellent results, according to their advertising-communications manager.)<br />• lesson: Even though Mathieson doesn’t like the small-mindedness of banner ad campaigns for mobile phones, they can help.<br />• more: <a href="http://www.mobiadnews.com/?page_id=1518">http://www.mobiadnews.com/?page_id=1518</a><br /><br /><span style="color:#006600;">Kotex<br /></span>• facts: created a banner ad in Australia that took clickers to a funny video<br />• results: 28% response rate<br />• lesson: Again, sometimes banner ads work, even though it’s a simple approach.<br /><br /><span style="color:#006600;">Porsche<br /></span>• facts: hosted “test drive” mobile advertisements on Yahoo’s and Weather.com’s mobile pages leading clickers to the “I Can” Mobile website<br />• results: mobile delivered 22% of web traffic from campaign and 6x’s the CTR on phones as there were online, even though it was added to the strategy at the tail end of the campaign<br />• lesson: Get phone users on sites that are geared toward phones, especially news sites and weather sites, where they’re likely to visit a few times a day.<br /><br /><span style="color:#006600;">Quiznos, Subway, Pizza Hut, McDonalds, etc<br /></span>• facts: offer mobile coupons through text-based services: GoMobo <a href="http://gomobo.com/">http://gomobo.com/</a><br />• results: research predicts large growth in mobile coupons<br />• lesson: Coupons are an old trick to get people in your store. Apply this old trick to new technology norms- people always have their phones.<br /><br /><span style="color:#006600;">Ford<br /></span>• facts: created a 3-D augmented reality experience using direct mail packages for mobile phones as part of the “Find It” campaign for the Ka car in Europe; the car would appear when you pointed your camera at it<br />• results: “infuse[d] Ka with cool”<br />• lesson: Augmented reality through mobile phones is the next big thing in high-tech marketing and makes your company look very tech savvy.<br />• more: <a href="http://www.youtube.com/watch?v=sfrGBm5EjVM">http://www.youtube.com/watch?v=sfrGBm5EjVM</a><br /><br /><span style="color:#666600;">QR codes:<br /></span>1. also called smart codes<br />2. a 2-D barcode printed or broadcast that can be clicked on with a camera phone and takes the user to a location specified by the company<br />3. often takes the user to a landing page or coupon page <a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdQoYh3TE8K1K4f3nxJdkpyyWg71XKslBNzOfQJpX647k-LNCeO9SGDqim6yfzc8HXX8stEvdyiTxVS_tE1aiScgSZaGFOrL_oD44QE0hK7s6Re4O8fb7j9ZpSGxtbaji5YpLrX67sB00/s1600/code.png"><img style="MARGIN: 0px 10px 10px 0px; WIDTH: 200px; FLOAT: left; HEIGHT: 200px; CURSOR: hand" id="BLOGGER_PHOTO_ID_5537448471505889746" border="0" alt="" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhdQoYh3TE8K1K4f3nxJdkpyyWg71XKslBNzOfQJpX647k-LNCeO9SGDqim6yfzc8HXX8stEvdyiTxVS_tE1aiScgSZaGFOrL_oD44QE0hK7s6Re4O8fb7j9ZpSGxtbaji5YpLrX67sB00/s200/code.png" /></a><br /><br /><br /><br /><br /><br /><br /><br /></span><span style="font-family:arial;"></span><span style="font-family:arial;"></span><span style="font-family:arial;"></span><span style="font-family:arial;"></span><span style="font-family:arial;"><p></p><br /><br /><br /><br /><span style="color:#006600;">Papa John’s<br /></span>• facts: takes orders through mobile site, texting, widgets, and smart phone devices. also mails QR codes that pull up coupons or an ordering page<br />• results: more than 20% of sales come from these platforms<br />• lesson: The mobile space is widely useful especially for companies that take orders. Food orders are all about convenience. Increase the convenience of ordering; increase sales.<br />• more: <a href="http://www.papajohns.com/ordering/index.shtm">http://www.papajohns.com/ordering/index.shtm</a><br /><br /><span style="color:#006600;">Calvin Klein<br /></span>• facts: created a teaser campaign for fragrance In2U, prompting readers of digital billboards to answer the question, “What are you in 2?” without revealing the product for 2 weeks<br />• results: thousands participated, and their answers were posted on the screens. 50 percent who sent a text requested a sample<br />• lesson: You can create buzz by building anticipation and using user-generated, fun content.<br />• more: an article from phonecontent.com<br />• “Addictive Mobility powered the technology and animated the unique digital billboard signage for Calvin Klein. An interactive scrolling marquee was created so that the participants got their messages posted on the most prominent billboards in Yonge-Dundas Sq. The director of Addictive Mobility Nussar Ahmad is excited to combine user-creative content with a reputable brand as a way to express the consumer's view. "It's good that brands are recognizing the power of user-generated content and the cell phone is a great way to bring that communication to new outdoor environments, such as the busy streets of downtown Toronto" he notes.<br /><br /><span style="color:#006600;">BMW<br /></span>• facts: used texts from “Hug the Road, Hug the Sky” campaign to send links to mobile application promoting the convertible<br />• results: Cielo Group was able to track effectiveness in location by using keywords<br />• lesson: Incorporate signage with mobile marketing to really have the power.<br /><br /><span style="color:#006600;">Rascal Flatts<br /></span>• facts: use texting to “fuel fandemonium” and build a mobile fan club that can participate during concerts and after<br />• results: broke the iTunes record for country song downloads in a week when they alerted fans via-text about a secret song on iTunes<br />• lesson: Some people are waiting to be involved fans of your company, but they need an access point.<br /><br /><span style="color:#006600;">Polo Ralph Lauren<br /></span>• facts: uses QR codes to show runway footage, behind the scenes videos, inspiration, and exclusive photography; also created an app to customize rugby shirts<br />• results: allowed interaction with the consumer directly<br />• lesson: If you want to reach your customer on a personal, emotional level, allow them to be personal by personalizing.<br /><br /><span style="color:#006600;">Benjamin Moore<br /></span>• facts: created a Color Capture iPhone app that allowed user to take a picture with their phone and find the corresponding colors of BM paint along with nearby locations<br />• results: provided convenience and aid to those who can’t pick paint<br />• lesson: Sometimes understanding your audience mean knowing how to help them in choosing your product. Incorporate technology and create an automated choice, and they will likely trust it.<br /><br /><span style="color:#006600;">Starbucks<br /></span>• facts: manages loyalty card accounts through mobile devices, currently testing a system that makes the mobile app the loyalty card and prepaid account<br />• results: creates buzz and convenience<br />• lesson: People will prepay for the products if it makes their life more convenient because they just have to have their phone and no plastic card to lose.<br /><br /><span style="color:#006600;">Kraft<br /></span>• facts: created iFood Assistant app for food planning at 99cents<br />• results: app is among top 100 most popular paid iPhone apps, #2 in lifestyle category<br />• lesson: With valuable content, people are willing to pay for your marketing avenues.<br /><br /><span style="color:#006600;">Fanta</span><br />• facts: created an app that let teens talk to their friends in secret using high-pitched frequencies that only 25-years olds and under could hear<br />• results: targeted young people especially<br />• lesson: Some buzz can be created on your brand just by creating something fun and irrelevant for people to use on their phones.<br />augmented reality experience @ <a href="http://www.youtube.com/watch?v=r-Ya293u34c">http://www.youtube.com/watch?v=r-Ya293u34c</a><br /><br /><span style="color:#006600;">Pepsi<br /></span>• facts: created the Amp Up Before You Score app that gave men pick up lines based on the kind of girl<br />• results: produced a heated reaction that forced them to pull it from the iTunes store<br />• lesson: If you go to far with mischievous controversial apps, you can hurt your brand.<br /><br /><span style="color:#006600;">Vick’s<br /></span>• facts: ditched mobile banner ads for an app that tracks weather conditions and offers tips for a runny nose<br />• results: provided more useful tool for users<br />• lesson: Apps are the way of the future. People don’t really browse much on their phones.<br /><br /><span style="color:#006600;">42Below<br /></span>• facts: projected images of an actor on buildings prompting passersby to give the actor commands via short code<br />• results: created real-time interactive marketing<br />• lesson: Take advantage of the complementary nature billboards and phones can have.<br /><br /><span style="color:#660000;"></span><br /><span style="color:#660000;">Part 4 – Outlook on the Interview </span><br /><br />“BMW and Beyond: Activating Traditional Media through the Power of Mobile”<br /><br />Two types of mobile marketing are discussed. The more popular but less effective approach seeks to use the mobile phone as simply a wireless version of the Internet. The more effective approach utilizes the mobile phone as an “activation mechanism,” giving brands a “direct channel to consumers through compelling informational and entertainment experiences.” If you really dig deep into this interview, you find the key difference between these two types of mobile marketing: An Experience. With the wireless internet approach, companies merely use banner ads and mobile friendly sites to advertise through mobile internet use, still in the mindset of the traditional web browser. This does not involve an interactive experience. With the activation method, on the other hand, companies find ways to create memorable real-time experiences for their audiences through downloadable apps and traditional ad media supplemented with a call to action using a mobile phone. The sum of this interview concludes: in order for mobile marketing to reach its full potential, it should be fully integrated with traditional media and incorporate a mobile call to action.<br />ends<br /><p><span style="color:#660000;">Part 5 - Questions to Think About</span></p><ul><li>How many people in the class have mobile phones?</li><li>Of those, what percentage have 'smartphones'? iPhone, Android, Windows, Blackberry?</li><li>How many people text regularly?</li><li>How many use apps?</li><li>How many are apps junkies?</li><li>How many use the GPS and location features of their phone regularly?</li><li>How many use the GPS and location features to engage in eCommerce?</li></ul><p>Link to the <a href="http://cid-141707a1135d40ef.office.live.com/edit.aspx/Social%20Media%20Marketing/ODB%20-%20Rule8.pptx">Rule #8 Presentation</a></span></p>pilotchillyhttp://www.blogger.com/profile/03704096824827883184noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-17794314757929343692010-10-09T19:16:00.000-07:002010-10-09T20:01:03.758-07:00Rule #7: Goodby Reinvented<!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> <w:dontbreakconstrainedforcedtables/> 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mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal" style="margin-bottom: 12pt; line-height: normal;"><b><span style="font-size: 12pt; font-family: "Arial","sans-serif"; color: rgb(0, 0, 153);">INTRODUCTION</span></b><b><span style="font-size: 12pt; font-family: "Arial","sans-serif";"> <span style="color: rgb(0, 0, 153);">– “How Goodby Got Its Groove Back”<br /></span></span></b><span style="font-size: 12pt; font-family: "Times New Roman","serif";"><br /></span><span style="font-size: 12pt; font-family: "Arial","sans-serif";">In the Rule 7 Q&A session titled “Agent Provocateur: Goodby’s Derek Robson on Reinventing the Ad Agency”, Mathieson interviews Derek Robson to learn what was required to revitalize the struggling ad agency. Prior to its need for transformation Goodby, Silverstein & Partners was famous for creating classics campaigns like “Got Milk” and the Foster Farms Chickens. The focus of the transformation was to change the agency from traditional t.v. to a digital media “multiplatform marketing machine.”<br /><br />Creative Directory Jamie Barrett stated: “Our goal is to be unrecognizable twelve months from now” and it appears they did just that. After 3 years of reinventing 60% of revenue comes from digital initiatives (originally 80% traditional and less than 20% digital).<br /><br />So what can MBA students studying eCommerce marketing learn about digital marketing from Robson and the Goodby transformation?</span><span style="font-size: 12pt; font-family: "Times New Roman","serif";"><br /><br /></span><b><span style="font-size: 12pt; font-family: "Arial","sans-serif"; color: rgb(0, 0, 153);">TOP THREE TAKEAWAYS</span></b><span style="font-size: 12pt; font-family: "Times New Roman","serif";"><br /><br /></span><b><span style="font-size: 12pt; font-family: "Arial","sans-serif";">1. How do you move beyond great TV spots?</span></b><span style="font-size: 12pt; font-family: "Arial","sans-serif";"><br /><br />Know your consumer. Don’t just choose a channel/medium because everyone else is doing it.<br /><br />“...trying to understand where people are, what they are doing, where they are consuming stuff, particularly in terms of media, then following those people and understanding how they use that media in a more in-depth and interesting way.”<br /><br /><b>2. How do you master digital marketing and where do you start?<br /><br /></b>Don’t compare your company to others. Look at yourself and what you’ve historically done well. The art of telling stories and building brands is enduring, across time and technology.<br /><br />“The thing you’ve got to start with is by asking ‘What are you good at? What makes up your brand?’”.<br /><br />Find new ways to do thing rather than just doing technology for technology sake. When you must use technology apply the right technology to the right project.<br /><br /><b>3. As that world changes, how do you think marketers should prepare themselves? </b><br /><br />What marketers need to be thinking: “What have I got inside my brand that’s really interesting to communicate and that comes from a place that’s grounded in something important?”<br /><br />You must strive for constant experimentation. Today’s user is driving and defining much of their experience in all the various media they participate in. “Reaching them requires an idea that is executed through the right channels, not just applying new channels and technologies.”<br /><br /><b><span style="color: rgb(0, 0, 153);">TRANSFORMATION EXAMPLES</span></b></span><span style="font-size: 12pt; font-family: "Times New Roman","serif";"></span></p> <ul type="disc"><li class="MsoNormal" style="line-height: normal;"><span style="font-size: 12pt; font-family: "Arial","sans-serif";"><a href="http://www.youtube.com/wariolandshakeit2008"><span style="color: blue;">Nintendo Warrio</span></a>: Nintendo teamed up with YouTube to make this innovative ad. Check it out!</span></li><li class="MsoNormal" style="line-height: normal;"><span style="font-size: 12pt; font-family: "Arial","sans-serif";"><a href="http://www.youtube.com/watch?v=JOgWl-3o6j8"><span style="color: blue;">GE Augmented Reality</span></a>: Promoting the Smart Grid with a 3D hologram via webcam.Doritos <a href="http://www.hotel626.com/hotel.html"><span style="color: blue;"></span></a></span></li><li class="MsoNormal" style="line-height: normal;"><span style="font-size: 12pt; font-family: "Arial","sans-serif";"><a href="http://www.hotel626.com/hotel.html"><span style="color: blue;">Doritos Hotel 626</span></a>: Established in 2008 to promote Doritos by bringing two intense flavors back from the dead during Halloween. Users are trapped in a hotel and must escape through challenges using their webcam, microphone and mobile phone.</span></li><li class="MsoNormal" style="line-height: normal;"><span style="font-size: 12pt; font-family: "Arial","sans-serif";">Hyundai Advantage <a href="ttp://www.hyundaiusa.com/assurance/buyer-protection.aspx"><span style="color: blue;">Website </span></a>or <a href="http://www.youtube.com/watch?v=4c_nAmJbjvw"><span style="color: blue;">Commercial</span></a>: 12 months of coverage with the purchase of a new vehicle. Covers involuntary unemployment, physical disability, loss of driver's license due to medical impairment, international employment transfer, self-employed personal bankruptcy, and accidental death.</span></li><li class="MsoNormal" style="line-height: normal;"><span style="font-size: 12pt; font-family: "Arial","sans-serif";"><a href="http://www.youtube.com/watch?v=TOnif6BC0kc"><span style="color: blue;">HP Picture Book</span></a>: Targets viewers who embrace photography as part of life. Great cinematography and cool scenes with people interacting with photographs.</span></li></ul>J Millerhttp://www.blogger.com/profile/09651303835269877346noreply@blogger.com6tag:blogger.com,1999:blog-360586548586438225.post-58311184110535356642010-10-09T09:55:00.000-07:002010-10-09T10:42:03.608-07:00Rule #7: Examples and Takes<span style="font-weight: bold; color: rgb(0, 0, 153);font-family:arial;" >EXAMPLES PROVIDED</span><br /><br /><span style="font-family:arial;"><span style="font-weight: bold;"><a href="http://www.myspace.com/coorslight">Coors Light</a>:</span> not just a beer purchase</span><br /><ul><li><span style="font-family:arial;">Facebook apps, maps, "brew crews"</span></li><li><span style="font-family:arial;">MySpace pages, happy hour locations, photo uploads</span></li></ul><span style="font-family:arial;"><a href="http://www.chantix.com/stories.aspx"><span style="font-weight: bold;">Chantix</span></a>: not just a smoking cessation drug purchase<br /></span><ul><li><span style="font-family:arial;">Personalized website, progress-tracking tools</span></li><li><span style="font-family:arial;">Support groups, on-call coaches</span></li></ul><span style="font-family:arial;"><a href="http://www.webkinz.com/index.html"><span style="font-weight: bold;">Webkinz</span></a>: not just a stuffed animal purchase<br /></span><ul><li><span style="font-family:arial;">Care for your pet online, play games, earn KinzCash, buy things for your pet</span></li><li><span style="font-family:arial;"><a href="http://www.youtube.com/watch?v=WxNunfY5hdI">Video</a>: girl has her Webkinz dog give you a tour of its favorite rooms built in the Webkinz world</span></li><li><span style="font-family:arial;">Barbie's boosted this animal/virtual animal model</span></li></ul><span style="font-family:arial;"><a href="http://www.specialk.com/challenge/reso"><span style="font-weight: bold;">Special K</span></a>: not just a cereal purchase<br /></span><ul><li><span style="font-family:arial;">"Special K Challenge"</span></li><li><span style="font-family:arial;">share weight loss frustrations and triumphs, customize meal plans, schedule telephone wake-up calls, read their "celebrity" blogger</span></li></ul><span style="font-family:arial;"><a href="http://vine.nokia.com/"><span style="font-weight: bold;">Nokia N-Series</span></a>: not just a smartphone purchase<br /></span><ul><li><span style="font-family:arial;">viNe mobile application</span></li><li><span style="font-family:arial;">combining GPS, camera and media player to let you leave photos, videos and songs tagged to physical locations</span></li><li><span style="font-family:arial;">others find your tagged stuff or you can share it directly with others</span></li></ul><span style="font-family:arial;"><a href="http://pr.tivo.com/easyir/customrel.do?easyirid=CA934452BA6418EF&version=live&prid=567573&releasejsp=custom_150"><span style="font-weight: bold;">TiVo</span></a>: not just a DVR subscription<br /></span><ul><li><span style="font-family:arial;">Order Domino's pizza through the TiVo and track delivery time</span></li><li><span style="font-family:arial;">Still can't pay through TiVo, though</span></li></ul><span style="font-family:arial;"><a href="http://www.cbs.com/social_tv/"><span style="font-weight: bold;">CBS</span></a>: not just a broadcast network show to watch<br /></span><ul><li><span style="font-family:arial;">"Social viewing rooms"</span></li><li><span style="font-family:arial;">Video conference and chat with friends, take polls and quizzes, throw virtual objects at the screen</span></li><li><span style="font-family:arial;">Mathieson tested social baseball game viewing with MLB.com</span></li></ul><span style="font-family:arial;"><a href="http://www.polarusa.com/us-en/training_with_polar"><span style="font-weight: bold;">Polar</span></a>: not just a sports watch purchase<br /></span><ul><li><span style="font-family:arial;">Like Nike+, watch records data in real time</span></li><li><span style="font-family:arial;">Heart rate and calories burned</span></li><li><span style="font-family:arial;">Website to upload and analyze your routine, help choose new exercises, get training programs specific to your fitness level and goals, challenge your friends, find training partners</span></li></ul><span style="font-family:arial;"><a href="http://www.statravel.com/cps/rde/xchg/us_division_web_live/hs.xsl/widgets.htm"><span style="font-weight: bold;">STA Travel</span></a>: not just a travel booking<br /></span><ul><li><span style="font-family:arial;">Widgets for travel offers, packing to-do lists, weather comparisons, trip countdown</span></li><li><span style="font-family:arial;">All widgets customizable</span></li></ul><span style="font-family:arial;"><a href="http://www.butterball.com/"><span style="font-weight: bold;">Butterball</span></a>: not just a turkey purchase<br /></span><ul><li><span style="font-family:arial;">Old school! 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font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;">The Rule has a few very strong examples, the best of which is <b style="">Nike+</b>, a full-scale, broad-array</p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;">service offering that ties into some of the world’s biggest brands (Nike, Apple, Facebook, etc).<span style=""><br /></span></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;"><span style=""></span>The service is built right into the product.</p> <p class="MsoNormal" face="arial" style="margin-bottom: 0.0001pt; line-height: normal; font-family: arial;"><b style="">Polar</b>’s approach seems similar to Nike+, but less developed.<span style=""> </span>This is not inherently bad; Polar’s data, the basis of its service add, is distinct from Nike’s and very specific to the individual (heart rate, for example).<span style=""> </span>Interestingly, a recent update to Polar’s wearlink+ transmitter now allows it to link to the Nike+ products.</p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;"><br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;">We lump <b style="">Coors Light</b>, <b style="">Chantix</b> and <b style="">Special K</b> roughly into the same category – community-</p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;">building attempts around product and lifestyle themes.<span style=""> </span>The service is complementary to, but<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;">separate from the product itself.<span style=""> </span>The service element does not enhance the product or even<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;font-family:arial;">product experience directly, instead enhancing a broader lifestyle aspect of it.<span style=""> </span>Coors Light is<br /></p> <p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">obviously more fun and shallow than the other two.<span style=""> </span>Chantix’s strength is in support and support<br /></p> <p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">group offerings.<span style=""> </span>The Special K Challenge is kin to a watered-down Weight Watchers; both<br /></p> <p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">benefit from the fact that food product purchases are built into their programs.<span style=""> </span>Where Nike+<br /></p> <p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">and Polar products themselves generate data for enhanced service, the service aspect in the<br /></p><p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">Coors Light, Chantix and Special K are wholly separate web properties.</p><p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"><br /></p> <p class="MsoNormal" face="arial" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"> </p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"><b style="">STA</b> and <b style="">Sprint</b> are similar in that they give customers simple, fun software add-ons.<span style=""> </span>They’re<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">of modest utility, but provide a layer of fun and personality beyond the initial product/service<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">offering.<span style=""> </span><b style="">Nokia</b> blends the STA/Sprint style with location-based tagging and tracking for a<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">more interactive experience, but the closed network (viNe) likely limits participation.<span style=""> </span>With<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">Foursquare, Gowalla, Twitter, Flickr and others working in the same space with significantly<br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"> </p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">larger user bases, I don’t know where viNe is going.<b style=""><br /></b></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"><b style=""><br /></b></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">We give <b style="">Butterball</b> huge points for an old school, event-based service add that is the Turkey<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">Talk-Line. Though they’ve expanded the concept into new channels, these updates are not</p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">especially impressive.<span style=""> </span>The senior VP’s quotes are classic “corporate speak,” with such cliché<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">offerings as: “we as a brand needed to evolve and provide expert holiday advice the way<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">consumers want it – online and on-the-go” and “provide helpful holiday information to Thanksgiving<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">cooks the way they consumer it – anytime, anywhere.”<span style=""> </span>I agree they’re smart and necessary<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">updates, but they’re not remarkable.<b style=""><br /></b></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"><b style=""><br /></b></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;"><b style="">CBS </b>has formalized what’s already happening in Facebook and Twitter – real time reaction to<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">big broadcasts.<span style=""> </span>Mathieson explicitly states that their social viewing rooms would be “much more</p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">compelling if they integrated fan Twitter feeds.”<span style=""> </span>I agree, but I like where CBS has been and</p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">seems headed.<span style=""> </span>I wonder what Google TV and Apple TV might bring to this kind of viewing<br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; text-indent: -1in; line-height: normal; font-family: arial;">experience.<span style=""> </span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; font-family: arial;">Finally, ordering pizza from the couch seems quintessentially American … in a bad way.</p><br /><span style="font-family:arial;"><span style="font-weight: bold; color: rgb(0, 0, 153);"><br />QUESTIONS</span><br /><br />Do you strongly agree or disagree with any of our takes on the examples provided?<br /><br />Did you think of any good product-as-service examples not mentioned in the chapter?<br /><br />Would you be interested in using a CBS-style "social viewing room?" Why? With what kind(s) of programming?<br /><br />Either through Google TV, Apple TV or some other yet-to-be-developed internet-based watch/talk/interact service ... will CBS's efforts be rendered obsolete, despite being visionary at the time?<br /><br />What did you see, like, dislike or wonder about in Rule 7 that we missed?<br /></span>Ethan Beutehttp://www.blogger.com/profile/01002247859254826725noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-6909522322736783852010-10-09T09:33:00.000-07:002010-10-09T09:55:10.892-07:00Rule #7: Products are the New Services<p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-weight: bold;"><span style="color: rgb(255, 102, 0);font-size:85%;" ><span style="font-weight: bold;">This is the first of three or four posts about Rule #7.</span></span><br /></span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;"><span style="font-weight: bold; color: rgb(0, 0, 153);">CONCEPT</span><br /></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;font-family:arial;">In Rule 7, Mathieson moves us from rethinking the way we market the product to <b style="">rethinking the product itself</b>.<span style=""> </span>The line between product and product marketing blurs when we’re able to add value, service and experience to what before was simply the “product.”</p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style="font-family:arial;">The big example provided near the top of the Rule write-up is</span><span style="font-weight: bold;font-family:arial;" > <a href="http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/">Nike+</a></span><span style="font-family:arial;">.</span><span style="font-family:arial;"> </span><span style="font-family:arial;">In the past, you’d simply choose a pair of Nike running shoes at a retail outlet, pay for them, take them home, then put ‘em on sometimes and run.</span><span style="font-family:arial;"> </span><span style="font-family:arial;">Now, the same purchase provides a rich, technology-enabled experience.</span></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal;"><span style=""><br /></span></p><div style="text-align: left;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="http://nikerunning.nike.com/nikeos/p/nikeplus/en_US/plus/"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 200px; height: 143px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg77isCzojpbCtO27DzQe2a81M9CVj6saF6oh3AA8XX55Gb_CU6Yyaab42Eaq_GKs-PN5CCVSehyphenhyphenZe95o8S1R3T61PHLrT_PHY8nFOSk2FUC18iH2q9_dM2bWUeTa0ZfLdGueCVtqPGdgtB/s200/Nike+Pkg.jpg" alt="" id="BLOGGER_PHOTO_ID_5526086972055102066" border="0" /></a><span style="font-family:arial;"><br />Your shoes interact with your iPod and your laptop.</span><span style="font-family:arial;"> </span><span style="font-family:arial;">They provide statistics and feedback.</span><span style="font-family:arial;"> </span><span style="font-family:arial;">They connect you to other runners and new routes.</span><span style="font-family:arial;"> </span><span style="font-family:arial;">They feed updates to your Facebook and Twitter accounts. The product is the shoe, as well as all these integrated services.</span><br /></div><span style="font-family:arial;"></span> <p class="MsoNormal" face="arial" style="margin-bottom: 0.0001pt; line-height: normal;">Several new Nike+ services are in development, including performance comparison to similar runners, monitoring of shoe wear, recommendations on technique, GPS location awareness (elevation gain, speed, heading, calories burned).<span style=""> </span><span style=""> </span></p> <p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; font-family: arial;">Rule 7 is really this simple: the product itself is just the start.<span style=""> </span>Find ways to add valuable utility.<span style=""> </span>In this way, products can become “the new services.”</p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; font-family: arial;"><br /></p><p class="MsoNormal" style="margin-bottom: 0.0001pt; line-height: normal; color: rgb(0, 0, 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mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> </p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><span style="font-family:arial;">“Technology is something that is invented. If it’s any good, you use it. If it’s insanely great, it changes your life.” <span style="font-weight: bold;font-size:85%;" >– Bob Greenberg, founder, R/GA (p 160)</span></span><br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><br /></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><span style="font-family:arial;">“To give the average consumer the opportunity to order pizza while never getting up from watching Sunday football … is pretty amazing” <span style="font-weight: bold;font-size:85%;" >– Rob Weisberg, BP-precision and print marketing, Domino’s Pizza (p 160)</span></span><br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"> </p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><span style="font-family:arial;"><br /></span></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><span style="font-family:arial;">“And I do think most of the best work has a kind of an application and a kind of utility to it” <span style="font-weight: bold;font-size:85%;" >– Derek Robson, managing partner, Goodby, Silverstein & Partners (p 163)</span></span><br /></p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"> </p> <p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><span style="font-family:arial;"><br /></span></p><p class="MsoNormal" style="margin: 0in 0in 0.0001pt 1in; line-height: normal;"><span style="font-family:arial;">“If you look at most mature categories, the way you can continue to generate decent margins, and the way you can continue to deliver increased value and increase relevancy to customers is to take your products and turn them into services” <span style="font-size:85%;"><span style="font-weight: bold;">– Andy Bateman, CEO, Interbrand (p 165)</span></span></span><br /></p><br /><span style="font-family:arial;"><span style="font-weight: bold; color: rgb(0, 0, 153);"><br />QUESTIONS</span><br /><br />"Interactive TV, in general, is the future" <span style="font-size:85%;"><span style="font-weight: bold;">- Rob Weisberg, VP-procision and print marketing at Domino's Pizza</span></span> Is the quote: a) right on, b) mildly insightful or c) grossly overstated? Why?<br /><br />Can you think of a technology so "insanely great" that it changed your life? Tell us what and how.<br /><br />Can you think of another good example of a product infused with utility such that it became a service (like Nike+)? Tell us what and how.<br /><br /></span>Ethan Beutehttp://www.blogger.com/profile/01002247859254826725noreply@blogger.com7tag:blogger.com,1999:blog-360586548586438225.post-60525514773434231042010-10-05T20:20:00.000-07:002010-10-05T20:23:06.012-07:00Rule #6: it’s Good to Play Games with Your CustomersGoing through this chapter the first quote that really stands out and represents the entire essence of the chapter is the quote at the very end by Mike Benson. <br /><br />Paraphrased it states: “…you’ve also got to be aware of what the consumer will and will not accept. They know when they’re being sold”…”there’s an audience out there than can appreciate real creativity, and that will accept and buy an advertiser’s product if it’s done right. But if you don’t do it right, they’re going to write you off – fast.” Using this statement as a guide and going back through the rule we can come up with three types of branding that are common in games.<br /><br />The first and strongest example that presents the least amount of risk to brand degradation but moderate brand recognition would be when a brand is inserted into a game previously unrelated to the brand. The game could stand alone and the branding within the game only makes the gamine experience more realistic and enriching. It borders more on advertising than total branding. Examples include billboards and signs within a game, or branded clothing which enhances the experience with realistic detail in this virtual world.<br /> <br />The second example that presents more risk but much higher brand recognition is when the game is produced by a company with a primary goal of branding. The game itself starts with a strong brand name and uses that name to promote and/or extenuate the experience around it. Two popular examples in the chapter are Burger King’s Xbox 360 game Big Bumpin and Dairy Queen’s DQ Tycoon. Both are successful but both risky in terms of cost vs. acceptance. Movies and television shows have utilized gaming to enhance the experience and promote an upcoming event, especially action and children movies. We believe that media has much more of a chance of success in this area. Do you agree or disagree with this assumption?<br /> <br />The third example is when example two does not turn out as planned. This happens when the branding itself becomes way too strong in a game that is not so good to begin with. They oversell and under perform. The end result is a commercial that went into overkill that eventually pushes everyone away and hurts the brand itself. When that negative connectivity is attached it could be very difficult for the company to release itself from the game image. Are there any games you can think of that have oversold and underperformed to the detriment of the company and the brand that developed it?SkydiverTilthttp://www.blogger.com/profile/02952449672199798303noreply@blogger.com7tag:blogger.com,1999:blog-360586548586438225.post-70773219730873951252010-10-03T19:12:00.000-07:002010-10-03T21:23:00.852-07:00Letting Go Of The ReinsUser Generated Content can be be scary but with risk comes a lot of potential reward. One of the things covered in Chapter 5: "Want control? Give it away," are some of the ways that companies have tried to control user generated content from simply being prepared for the negative along with the good to tailoring contest and campaigns to make them more appealing to the real targeted audience instead of the semi professional videographer. There are contests where people are post straight to online communities and ones where the organization is acting as a middleman sifting through all the submissions in-house. So the question remains: <b>As marketers how much can you control user generated content? And how much should you?</b>Unknownnoreply@blogger.com4tag:blogger.com,1999:blog-360586548586438225.post-15186354139983312152010-10-03T16:58:00.000-07:002010-10-03T17:19:35.386-07:00Rule #5: Want Control? 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mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:Arial; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal">In chapter five Mathieson discusses the advantages and potential pitfalls of user-generated content.<span style=""> </span>Using examples such as <a href="http://www.topthistv.com/">Heinz Ketchup’s Top This</a> campaign and <a href="http://www.coca-cola.com/template1/index.jsp?locale=en_GB&site=../olympics/index.jsp">Coca Cola’s “Essence of Coke”</a>, a compelling argument to the efficacy of allowing consumers to create content is made.</p> <p class="MsoNormal">Key Takeaways:</p> <p class="MsoNormal"><b style=""><u>Embrace Risk, But Ensure Reward</u></b></p> <p class="MsoNormal">Encourage users to participate in content generation, however make sure that safeguards are in place to protect brand reputation.<span style=""> </span>Mathieson uses the example of Chevrolet’s UCG website meant to promote the Chevy Tahoe.<span style=""> </span>Users were allowed to create the commentary for a short commercial.<span style=""> </span>The commercials were then open to all viewers.<span style=""> </span>Hilarity ensued as rogue users created anti-suv clips (<a href="http://consumerist.com/2006/03/consumer-made-ad-mocks-chevy.html">click here to jump to a consumerist.com article about this, replete with the original parody ad vids</a>)<br /></p> <p class="MsoNormal">A more effective campaign was employed by Doritos, named “Free Doritos”.<span style=""> </span>Users were encouraged to create commercials, which were then carefully vetted before receiving online showtime. <a href="http://www.youtube.com/watch?v=NPhabSD02X4">Here's the 2009 winning ad</a></p> <p class="MsoNormal"><i style="">What would incentivize you to participate in one of these contests, other than money (you greedy scoundrels!) </i></p> <p class="MsoNormal"><b style=""><u>It’s Not Consumer-Created If It Comes From A Pro</u></b></p> <p class="MsoNormal">When allowing open, public participation in a UCG campaign, professional consumers (artist, videographers, production specialists) can essentially usurp these campaigns, which may be construed as unfair to the average consumer.</p> <p class="MsoNormal"><i style="">In your opinion, does professional involvement serve to motivate or discourage amateur participation?<span style=""> </span></i></p> <p class="MsoNormal"><b style=""><u>Don’t Think User-Generated, Think User-Personalized</u></b></p> <p class="MsoNormal">By narrowing the parameters in which content is generated, it becomes more of a personalization process.<span style=""> </span>Mathieson uses the example of <a href="http://www.jonessoda.com/files_4/yrlab.php">Jones Soda</a> allowing users to create custom soda labels to order, and submitting pictures that may be used as a label for one of their products.</p> <p class="MsoNormal"><i style="">If you could personalize any product, what would it be?</i></p>Spencer Hookerhttp://www.blogger.com/profile/09073590116510368530noreply@blogger.com14tag:blogger.com,1999:blog-360586548586438225.post-33442463799479343692010-10-02T09:34:00.000-07:002010-10-02T09:35:03.679-07:00Rule #6, Post 1 SURVEY<div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; background-color: transparent; font-family: Times; font-size: medium; "><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">Class, </span></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; background-color: transparent; font-family: Times; font-size: medium; "><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "><br /></span></div><div style="margin-top: 0px; margin-right: 0px; margin-bottom: 0px; margin-left: 0px; background-color: transparent; font-family: Times; font-size: medium; "><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">Just to reinforce or dispute Rule #6, please take this quick single question survey on survey monkey. We will share the results on Thursday during class. Thanks!</span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">The beginning of Rule #6 goes on about "The Lost Experience," an interactive online scavenger hunt like game. Using other brands and their websites you fish around the internet looking for clues to solve the presented mysteries. According to the book "Collectively, the efforts have helped Lost grow its viewer base in both first-run broadcast and now in syndication - polishing its reputation as one of television's most innovative shows and securing its place in the annals of broadcast history."</span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">Our question is this "If you were a Lost fan, did you become a weekly regular due to the Lost Experience or any of the other ABC sponsored online games, or did they enhance your whole experience...or something else?"</span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">Follow this link to the survey:</span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><a href="http://www.surveymonkey.com/s/FVQWHGX"><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 153); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: underline; vertical-align: baseline; white-space: pre-wrap; ">http://www.surveymonkey.com/s/FVQWHGX</span></a><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">Thanks,</span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; "></span><br /><span style="font-size: 11pt; font-family: Arial; color: rgb(0, 0, 0); background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap; ">Team Rule #6</span></div>SkydiverTilthttp://www.blogger.com/profile/02952449672199798303noreply@blogger.com1tag:blogger.com,1999:blog-360586548586438225.post-49933821276964346422010-09-21T16:03:00.000-07:002010-09-22T14:00:12.409-07:00Rule #3, Post 4--Lesson #7 Don't just talk, listenRead through <a href="http://jfbelisle.com/2010/07/capitalizing-on-previously-created-buzz-the-old-spice-man-strikes-back/">this <span class="il">blog</span> about the Old Spice Man commercials</a>.<br /><br />Old Spice capitalized on listening to customers through YouTube. Do you agree with the <span class="il">blog</span> author that this can no longer be done now that Old Spice paved the way with this method? What are some other ways we can spark conversation through listening to customers? And, by listening to them, are we actually sparking conversation or just joining conversation that's already there?Anonymoushttp://www.blogger.com/profile/16872329454270356099noreply@blogger.com10tag:blogger.com,1999:blog-360586548586438225.post-39085050650738597342010-09-21T16:01:00.000-07:002010-09-22T14:02:46.403-07:00Rule #3, Post 3--Lessons #5&6 Make social apps useful and mobileAre you a user of <a href="http://foursquare.com/" target="_blank">Fourthsquare</a>? If yes, tell us what you think? Does it work for you? If not, what are the limitations of 'going mobile', and are there still ways to spark conversation in this field? Are there other apps you can't live without?Anonymoushttp://www.blogger.com/profile/16872329454270356099noreply@blogger.com3tag:blogger.com,1999:blog-360586548586438225.post-12205209406246613322010-09-21T15:55:00.000-07:002010-09-22T14:03:41.146-07:00Rule #3, Post 2--Lesson 4 Keep it RealOne point Mathieson tries to make clear is that we should be authentic in our attempts at sparking conversation. Do you agree or disagree? Also in light of this, what do you think about the notion that many celebrities are paid upwards of $10,000 per tweet by <a href="http://www.ad.ly/">Ad.ly</a>? Do you think this will be an effective marketing platform in the future? Do you have examples that worked or did not work?Anonymoushttp://www.blogger.com/profile/16872329454270356099noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-19486347372895074582010-09-21T15:50:00.000-07:002010-09-22T14:02:20.771-07:00Rule #3, Post 1--Lesson #3 Keep it simpleHello everyone! One of the lesson learned from this chapter says "keep it simple, social--and preferably events-based." A good example from the chapter was how <a href="http://www.youtube.com/watch?v=3-ZmjA7GCzQ" target="_blank">CSI </a>conducted a murder mystery within the world of Second Life in which fans could actively participate with their avatars. Can you think of another event-based campaign that a company has launched that was either successful or a failure and why? Please feel free to add any links to web-sites or videos.Anonymoushttp://www.blogger.com/profile/16872329454270356099noreply@blogger.com6tag:blogger.com,1999:blog-360586548586438225.post-27107135856291203132010-09-21T09:06:00.000-07:002010-09-21T09:14:17.285-07:00Rule #4: “There’s No Business Without Show Business”If you have ever watched a movie, played a video game, seen Viral videos, you have witnessed the use of Branded Marketing. With the ongoing shift in media from television and print to IPods and Mobile Phones, marketers must change their thinking when targeting a specific market. By strategically aligning a good or service with another form of media, one can create a tremendous bond between customer and corporation. Mathieson introduces the concept of building a community around an organization’s brand. <a href="http://www.scion.com/broadband">www.Scion.com/broadband</a><br /><br /><br />Establishing a target market, and reaching that market is essential for branded entertainment. Focusing on the “<strong>P-O-S-itive</strong>” a brand can create a memorable branded experience.<br /><br /><strong>P</strong>- <em>Personalizable</em> – can customer preferences alter the content that is presented<br />Ex. <a href="http://www.starz.com/originals/HeadCase/GoodeTherapy">Head Case </a><br /><br /><strong>O</strong>- <em>Ownable</em> - The ability for a marketing campaign to vary based on customer inputs<br />Ex. <a href="http://hotel626.com/">Hotel 626</a><br /><br /><strong>S</strong>- <em>Sharable</em> – Is the customer able to share his/her experience with others<br />Ex. <a href="http://www.bandofbuds.com/">Band Of Buds</a><br /><br /><br />These are three examples of different methods of branded marketing that all use the internet to target the users of each product. Are there any other ideas that focusing on might benefit branded marketers?<br /><br />Townsend introduces four key elements that maximize an organization’s probability of conducting a successful Viral Internet campaign. These four elements are as follows:<br /><br /><strong>1. Star quality:</strong> Getting a celebrity attached to the project<br /><br /><strong>2. Preexisting tie-ins:</strong> Campaigns centered around previous successful medias<br /><br /><strong>3. Cross-platform promotions:</strong> Multiple media and targeted audiences<br /><br /><strong>4. Community Building:</strong> Targeting the core user group, users can directly influence<br />the brand, users become advocates for the brand<br /><br />Do you think that any fundamental elements are missing? Do you personally believe that these elements need to work in correlation with one another? Or can each be performed on their own?<br /><br />We believe that one key element is missing from Townsend’s list, the number one element must be “Understand your Audience” As depicted in the Anheuser-Busch and the <a href="http://www.bud.tv/">www.Bud.tv</a><br /> example. Anheuser-Busch utilized all four of Townsend’s suggested elements, however the company did not truly understand the core market that they were targeting. Anheuser-Busch attempted to build the wrong type of community around the right kind of campaign. An example of a successfully built community is Candystand.com. <a href="http://www.candystand.com/play/sour-patch-battle-karts">http://www.candystand.com/play/sour-patch-battle-karts</a> Candystand.com built their community around its core targeted customers. The sites community is based upon what they enjoy, keeps them involved and is continuously updated.<br /><br />“Branded entertainment in its truest form really gives the brand a platform to elevate itself outside of the traditional sale of a product into a culture-giving it relevance with ownership of entertainment that is really multipurpose, and played out in a lot of different media to create an ongoing relationship with its customers.”-Doug Scott, President of Ogilvy Entertainment<br /><br />Do you agree with this quote? Is this really the best way to connect to a customer?K.Lazarhttp://www.blogger.com/profile/04419720633543531728noreply@blogger.com9tag:blogger.com,1999:blog-360586548586438225.post-90865859373735355852010-09-14T14:20:00.000-07:002010-09-14T14:26:31.528-07:00Rule # 2: Don’t Repurpose, Reimagine<!--[if gte mso 9]><xml> <w:worddocument> <w:view>Normal</w:View> <w:zoom>0</w:Zoom> <w:trackmoves/> <w:trackformatting/> <w:punctuationkerning/> <w:validateagainstschemas/> <w:saveifxmlinvalid>false</w:SaveIfXMLInvalid> <w:ignoremixedcontent>false</w:IgnoreMixedContent> <w:alwaysshowplaceholdertext>false</w:AlwaysShowPlaceholderText> <w:donotpromoteqf/> <w:lidthemeother>EN-US</w:LidThemeOther> <w:lidthemeasian>X-NONE</w:LidThemeAsian> <w:lidthemecomplexscript>X-NONE</w:LidThemeComplexScript> <w:compatibility> <w:breakwrappedtables/> <w:snaptogridincell/> <w:wraptextwithpunct/> <w:useasianbreakrules/> <w:dontgrowautofit/> <w:splitpgbreakandparamark/> <w:dontvertaligncellwithsp/> 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mso-para-margin-top:0in; mso-para-margin-right:0in; mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin;} </style> <![endif]--> <p class="MsoNormal">Why do some marketing ideas fail and some seem to explode going viral?<span style=""> </span>Rick Mathieson sheds light on this by pointing out in this chapter that old marketing tactics of one-way communication are simply not enough to be effective with today’s technology.<span style=""> </span>In order to become an online sensation, companies need to create campaigns that can be customizable, own-able and interact with the target consumer.<span style=""> </span>Additionally, it is imperative that the marketing campaigns continually inventive as to keep consumers actively engaged.<span style=""> </span>Advertising must now be as unconventional as ever.<span style=""> </span>As you can see from last year’s <a href="http://www.youtube.com/watch?v=tao76O4F4XI">Superbowl Compilation</a>, advertising takes many different routes to grab their customers’ attention.<span style=""> </span></p> <p class="MsoNormal">Several examples were given in the book that directly adds value to the product.<span style=""> </span>One excellent example was Ray-Ban’s use of an online application that allowed customers to try out the sun glasses.<span style=""> </span>This obviously added value to the consumer being that he/she could try on all of the sunglasses offered without having to leave the comfort of home.<span style=""> </span>Another type of marketing was raising brand awareness through interesting experiences that was familiar to the product.<span style=""> </span>A&E’s show <i style="">Paranormal State </i>used targeted audio to advertise for the television series.<span style=""> </span>This creepy experience associated with the television show caused a very memorable moment.<span style=""> </span>Furthermore, the experience was very relatable to the product that was being advertised (a creepy show).<span style=""> </span>This kind of advertisement would be easily identifiable to why viewers decided to tune in and watch the show.<span style=""> </span>A few of the other advertisements that we thought were interesting were the “<a href="http://www.youtube.com/watch?v=myG8hq1Mk00">When I Grow Up</a>” commercial by Monster.com and “<a href="http://www.youtube.com/watch?v=GHX2mvFVQMs">Beauty is Nothing without Brains</a>” by Mercedes.<span style=""> </span><span style=""> </span>They both give the consumer something they can relate to that force them to relate to the brand itself.<span style=""> </span></p> <p class="MsoNormal">Some companies have created advertisements that attempt to simply raise brand awareness.<span style=""> </span>A great example would be the OfficeMax “Elf Yourself” annual advertisement on <a href="http://www.elfyourself.com/">www.elfyourself.com</a>.<span style=""> </span>This seasonal page allows users to upload facial photos on to elves that dance to music.<span style=""> </span>Even though this advertisement has nothing to do with OfficeMax or office supplies, I have received multiple emails from family and friends of their elf likeness dancing to Christmas carols.<span style=""> </span>By now I have OfficeMax associated with the Holidays burned into my head.<span style=""> </span>I understand how this would raise brand awareness by sponsoring a site that is highly trafficked, but how do you communicate the value (quantify it) to your boss or the shareholders?<span style=""> </span>Other commercials that have the same focus, on brand awareness are from Honda.<span style=""> </span>“<a href="http://www.youtube.com/watch?v=sJFGacuxcSM">The Civic Project</a>” and “<a href="http://www.youtube.com/watch?v=_ve4M4UsJQo">The Cog</a>” both raise awareness of Honda spending money to grab customer awareness of either their engineering abilities or their product from the inside out.<span style=""> </span>Something of this magnitude would have an effect on the bottom-line, but how can you communicate that dancing personalized elves are causing people to buy more office supplies?<span style=""> </span></p> <p class="MsoNormal">Does anyone else have any loosely associated marketing campaigns that are similar?<span style=""> </span>We have seen advertisers do this and it does have an effect, but how do you communicate that to the CFO in a quantitative report?</p> <p class="MsoNormal"><span style=""> </span></p> <p class="MsoNormal">In the Alex Bogusky interview, we learned that as the cochairman of Crispin Porter + Bogusky, he has led his team to breakthrough branding for several companies such as:</p> <p class="MsoNormal"><span style=""> </span>Microsoft – I’m a PC</p> <p class="MsoNormal">Kraft Macaroni and Cheese –KraftMacNCheeseChannel on YouTube and the <a href="http://adweek.blogs.com/adfreak/2010/06/kraft-cpb-unveil-the-macandcheese-cam.html">Mac N Cheese Cam</a></p> <p class="MsoNormal">Burger King – Tony Stewart</p> <p class="MsoNormal">Old Navy – Madame Eva reveals your best booty</p> <p class="MsoNormal">Best Buy - <a href="http://www.bestbuymoviemode.com/">Despicable Me translator</a></p> <p class="MsoNormal">Volkswagen – <a href="http://www.youtube.com/watch?v=qgEvy60bZYI">Unpimp your auto</a> </p> <p class="MsoNormal">Dominos Pizza – Show us your pizza and <a href="http://www.pizzaproverbs.com/">Pizza Proverbs</a></p> <p class="MsoNormal">Baby Carrots – <a href="http://www.usatoday.com/money/industries/food/2010-08-29-baby-carrots-marketing_N.htm">Taking on junk food as a snack</a></p> <p class="MsoNormal">The biggest thing for Bogusky is making sure that the consumer is part of the advertisement, something interactive.<span style=""> </span>So as he says, “the consumer is involved in the creation of your brand.<span style=""> </span>So they’re active participants – not just when you invite them to create content, but even if you just make something interesting – they just start to make content [around it].”<span style=""> </span>Looking at his interview, it seems that the hardest part is getting his clients to buy into something different.</p>George Rolstonhttp://www.blogger.com/profile/06762913626065903176noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-61018764381450166182010-09-14T10:00:00.000-07:002010-09-14T11:00:07.031-07:00Genwow.com companion to The On-Demand BrandIn the introduction, Mathieson (p. xvi) states that the On-Demand Brand is an extension of his blog, GENERATION WOW. (<a href="http://www.genwow.com">www.genwow.com</a>). In the spirit of the theme of the book, being "on-demand" is accomplished by reliance on the strengths of the media. As Jeff Bezos states, a book is a great piece of technology. Of course he outlines each aspect and then compares them with Kindle (see a recent interview with Charlie Rose at http://<a href="http://www.youtube.com/watch?v=fAo0IfOCevA">www.youtube.com/watch?v=fAo0IfOCevA</a>). and of course Kindle offers books on-demand, which is a strength it offers over its predecessor medium (which of course I still love since I still assign a hardcover book to my class).<br />But the blog takes the interviews that are summarized in the book, and provides them in the context of video, where the personality of the communicator is allowed to give additional meaning to the words which are static on the printed page.<br />So, the blog-book connection adds a lot of value both directions. The book provides a concise summary of what is most important (at least up to a point of time) in the blog, and the blog offers life to the book. Synergy.<br />e-commerce profe-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.com0tag:blogger.com,1999:blog-360586548586438225.post-53952501022843527572010-09-14T07:45:00.000-07:002010-09-14T10:27:21.218-07:00Rule #1 Insight Comes Before InspirationI would like to say that this rule lends itself toward common sense, but we all know common sense is not that common!<br /><br />Anywhere I go, I find that there is always someone that is asking questions pertaining to what I want or am trying to find. If I walk into a store, a greeting is usually followed by questions, starting with "Is there something I can help you find?".<br /><br />When I buy a gift for someone, I need to know something about that person. They say gift cards are impersonal, and they are right; they can be impersonal. Keep in mind - gift cards are only impersonal if they don't benefit the person receiving them.<br /><br /><em><span style="color:#ff0000;">Food For Thought:</span></em> As a Second grade teacher, my sister sometimes receives gives cards from parents at Christmas and the end of the year. It is a wonderful gesture. She especially appreciates gift cards that can be used for her classroom. Parents that know anything about her would never buy her a giftcard from Starbucks...she doesn't drink coffee. Chocolate milk is more her style. Unfortunately, every year she receives multiple gift cards from Starbucks...which is great for me anyway!<br /><br />Marketing is very similar. In order to reach an audience, a company must understand their customer at a level that in prior times would have been impossible. The availability of information today is impressive. All I need to complete some research today is a smart phone with apps or a computer with access to the internet.<br /><br />When I was in high school, computers were still a fairly rare find, and they were definitely not found in every home....and I am really not that old! I was one of the lucky few students who had the opportunity to complete my research paper on a computer instead of a typewriter. Adding footnotes and bibliographies with today’s technology is very simple (as long as you know how to use the software). Before then, it was challenging to make sure the footnotes and references ended up on the same page with the correct formatting!<br /><br />There is a wide gap between technology available today and the audiences that utilize each of the marketing channels. It is more important now than ever to understand your target audience and the channels that reach them. Older populations are reached more readily by the use of television, radio, and print, whereas younger generations are better accessed via technology and social media.<br /><br />This rule is simple and straight forward: Know your market.<br /><br />I would like you to consider this Super Bowl ad from 2002:<br /> <a href="http://video.google.com/videoplay?docid=9030249634811859116">http://video.google.com/videoplay?docid=9030249634811859116</a>#<br /><br />Do you remember this ad running? Why did Budweiser do it? Why did it run only once, but become a viral phenomenon? What do you think?Susanhttp://www.blogger.com/profile/17959052323424568894noreply@blogger.com8tag:blogger.com,1999:blog-360586548586438225.post-46001377560239451912010-09-11T12:18:00.000-07:002010-09-13T09:28:30.649-07:00Quotes and Phrases of Interest from the Introduction1. "unbound content" (p. X): I like the way Mathieson takes the idea of "content" from only the receiver standpoint, and even beyond simple interactivity, but making it your own. This takes us beyond Rayport and Sviokla's 1994 HBR article, "Managing in the Marketspace," where they show how content can be separated from its context and infrastructure.<br />2. "original form of microblogging--text messaging" (p. xiii): Never thought of texting as microblogging. Not sure I do now. Will need to think some more about it.<br />3. "texting is the lingua franca of teen lifestyles" (p. xiii): Definitely agree.<br />4. "instant social gratification" (p. xiv): I never saw social as a modifier for gratification before, but I think it makes sense.<br />5. "Building brands in the digital age comes down to a single word, and that word is 'experience'." (p. xv, quoting John Butler--not of the trio, I assume): I have to think about this one, but I bet Butler's clients agree, but they probably thought it sounded so good that they didn't need to think about it. That's the beauty of clients.<br />6. "They lack the tools--the philosophical framework--to create the kind of experiences consumers want and demand in the digital era." (p. xvi): Whoever "they" are, I agree. At least that is what every business owner that I talk with says. So "they" must at least include those guys.<br />7. The On-Demand Lexicon (pp. xx-xxii): Getting tired of roman numerals. Props for putting the glossary up front.<br />8. This doesn't have anything to do with my blog post, but my daughter would like some feedback on this <a href="http://www.bebe.com/bebe-Beaded-Silk-Leopard-Dress/dp/B003QZG5U0?ie=UTF8&field_launch-date=-1y&field_availability=-2&navAsinList=B003OIMPY4%2CB003PJ3G40%2CB003OIJANI%2CB003RI1NRQ%2CB003OIR1FM%2CB003SOJJ0W%2CB003SEA5U0%2CB003PJDG0O%2CB003UMHKQC%2CB003LGOECK%2CB003L6NX3G%2CB003N862IU%2CB003LGK8PW%2CB003DV036O%2CB003LGM576%2CB003GJKGDS%2CB003LGMBF2%2CB003PJC2HW%2CB003OIONYO%2CB003OIUHZI%2CB003PJBJHG%2CB003PJDX0M%2CB003NEKYX8%2CB003Q0X2BA%2CB003X7WIHU%2CB003QZG5U0%2CB003TOHH50%2CB003PTORPM%2CB003T63892%2CB003U2FN48%2CB003RHZMLK%2CB003PJPRYW%2CB003PJG25U%2CB003OIQWYS%2CB003P3RX3G%2CB003PJG2KK%2CB003Q0O9FI%2CB003Q0KV8M%2CB003Q0RA54%2CB003RNMT0Q%2CB003TB24Z6%2CB003PTUPWG%2CB003OISRJQ%2CB003OIN4OY%2CB003OIUO4M%2CB003PJD6ZO%2CB003PJDEL0%2CB003GJIJ82%2CB003OILNR4%2CB003RHZECC%2CB003HCSW4Y&navAsinListIndex=13&searchRank=-product_site_launch_date&id=bebe%20Beaded%20Silk%20Leopard%20Dress&ref=search_results_39&node=675941011&field_browse=675941011&searchSize=100&searchNodeID=675941011&searchPage=1&asinSearchPageIndex=38&searchBinNameList=null&field_is-searchable=0&pf_rd_r=0D2YANFNVH9Z08K6RAJ5&pf_rd_m=A2FMOXN01TSNYY&pf_rd_t=101&pf_rd_i=675941011&pf_rd_p=495094551&pf_rd_s=search-results">dress</a>. She is 15 and also agrees about the texting point above (#3).e-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.com0tag:blogger.com,1999:blog-360586548586438225.post-10327694229645066362010-09-11T11:54:00.000-07:002010-09-14T10:00:11.062-07:00The Promise of the BookThe introduction of the book suggests the "marketers" (whoever "they" are), are unable to keep up with the consumer and technological changes that brands face today.<br /><br />I agree.<br /><br />What's worse is that as an academic that has taught e-commerce for what is now the 10th year, I have to admit that for the most part "we" (i.e. academics) are further behind.<br /><br />It's not that I don't try to keep up. I tweet, facebook, blog, text YouTube (is it OK to use these nouns in a verb tense?), and so on. But I still have a hard time even keeping my website updated. It's simply too much.<br /><br />So, I don't blame "marketers" for being behind (and I don't think it's just Madison Ave (p. xiv), since almost everybody else is too.<br /><br />Perhaps the way to keep up is a new form of organization. I rely on my TAs to bail me out, students who have deep knowledge of a technique that eludes me, a host of really smart guest speakers to talk about the topics that I simply cannot know everything about, and books like The On-Demand Brand to try to bring some sense to it all. The need to find some organization is somewhat akin to Bedecarre's quote (p. xv), "...you need to have software engineers and technology people as part of the creative team...." Yeah, we do need to think broader if we are going to operate in this world that is now networked via the internet as much as it is networked through personal connections.<br /><br />So, 10 rules provide an approach to make a brand be "on-demand." It's a pretty steep promise given that Mathieson is building his foundation on the same shifting sand that has created the chaos that he presumes to provide directions to navigate. But all the same, in my first reading of the book, it makes sense--or at least it seems to do what it portends: link marketing and technology change in a way that is useful to marketers.e-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.com0tag:blogger.com,1999:blog-360586548586438225.post-29500740537490371122010-09-07T14:47:00.000-07:002010-09-13T09:26:49.398-07:00What is the purpose of this blog?Welcome to DemandingBrands where we explore in depth the book, The On-Demand Brand written by Rick Mathieson.<br /><br />Each year I select one popular press book that I think somehow grasps the true intersection of marketing and e-commerce. In previous years we have read Paul Gillen's "The New Influencers," and John Battelle's "Search." This year, the honor goes to Mathieson.<br /><br />During the Fall Semester 2010, my MBA e-commerce class will be reading, dissecting, and reviewing each chapter of this book. Most of the activity will take place between September 16 and November 18, but we can continue the conversation beyond that.<br /><br />There are 22 students enrolled in the class, and each are authors of the blog. If you are a student in the class you are free to post! If you are simply interested in this book but not in the class, I invite you to join the conversation by commenting on the students' posts.e-commerce profhttp://www.blogger.com/profile/00002308773735734056noreply@blogger.com0