Marketing Marines “Simplify”

It is estimated that the prevalence of mobile is going to have a dramatic effect on email marketing programs.  About 40%  of respondents of a Marketing Sherpa/Vocus survey said they will design their emails to render differently on mobile devices. 

The real issue is that most said they have not integrated their mobile with other marketing efforts including social media, event marketing, direct mail, advertising, public relations and blogs.  To me, the first step to bridging efforts into the mobile world is to make everything simpler and, of course, shorter.  Here’s an email on my mobile device.  Any longer and reading it would become a chore.  Talk about a bad communications environment.

Marines say “Semper fi.”  Marketing marines say, “Simplify.” Always shorter.

PR Is Really Changing with Social Media

This new public relations world is really changing.  If people don’t like your new logo, they will stop you from changing it on social media (just ask the University of California and Gap).  It it changing how we roll out new efforts.  Gone are the days of the “push” theory.  Today you must go slowly and engage the public to acquire the proper buy-in before going public.

It is also changing how people react to business decisions and complications.  The power is in the hands of the people.  And the press is watching.

This story was in my local paper (Cedar Rapids Gazette 3-7-13) but is from New York.  People are “angry after a delay” in the launch of Cool Ranch Doritos tacos.  How do we know? People said so on Facebook.  One fan said he was “VERY disappointed!”  What?  How did one fan become a story?  It is the new media world.  It may seem silly, but don’t underestimate the power of the people.  However, you can still wonder why the press picked up this story and made it local “news.”  That is another blog for another day.

The takeaway is you must monitor your Facebook page to make sure you are prepared for any possible stories starting to pop—you know the press is watching.  Pass the taco sauce.

Audio So Powerful It Works On Print

An audio moniker can be powerful.  NBC was the first brand to trademark audio with its NBC Chimes—the notes G-E-C.  The notes had a technical reason identifying a station break for its affiliates, however with automation is was not technically needed.  The notes then became one of the most identified audio logos, or audio monikers, of all time.  

Since then Harley-Davidson, Intel and ESPN have made distinct audio part of their brands.  Others have tried, however adopting a popular song does not work.  College sports teams have tried, but the minute you hear the same song used at another venue or for another team, the connection is gone.  It is just copying.  The successful branders find original music cuts and use them over and over again to build a unique and strong audio brand.  ESPN has done this successfully.  Not only do they use the familiar  ”Dah-Nuh-Nuh, Dah-Nuh-Nuh, but you can hear it used by kids playing a pickup game of basketball or college bands at games.

It is so powerful, it works as a shirt.   Now that is an incredibly powerful and transcending audio logo when it works without even being heard.

The great thing about audio icons is that they can be used on almost every medium, including print.

Dah-Nuh-Nuh.  Dah-Nuh-Nuh.  Funny how you can hear it in your head.

Everyone Has a Camera. What Do You Do About It?

Everyone seems to have a camera now.  And, we all have a lot of places to share those new photos.  The real issue now is we need more venues for people to take photos and share them.

Some companies and organizations have realized this need and accommodated the need for photo opportunities.  This is a simple way to be shared on social media for free.  So all you need is something people want stand next to for a photograph.  When I was visiting a Lego store, I noticed that people were actually lining up to take photos of giant Lego characters.  Kids, parents and grandparents were all getting into the photo.  And what followed was the typical response, “Can you send me that photo.”

Set up a photo area, light it and watch the flashes.  Just make sure you have your name visible in the shot.  When you are shared on Facebook you will want everyone know that it was your location for the photo.

Disney Knows How to Bring You Back

Even after spending way too much money, standing in long lines, herding cranky children and (did I say) spending too much money, a high percentage of people get back home and plan their next trip to Disney.  

Disney knows how to bring you back.  Of course, Disney knows that if people get married at Disney they are likely to return for an anniversary.  But if they purchase a walkway stone, they are sure to return to revisit their piece of Disney with their name on it.

It is a simple concept, but it is also a strong reason to continue to make donor identification and donor walls in buildings and on special areas.  Then, be sure to invite the people back.  Disney doesn’t leave it to chance, they invite people back on their anniversaries—forever.  Unless there is a split of course.

Also note, Disney doesn’t use plexiglass.  They use brick and stone.  It’s a solid reminder that you made a real investment.

Giant Tablets Are Pointing Us in the Right Direction

There was a time when you would just wander around looking for a place to eat at an airport.  But in Dallas, giant tablet-like interactive displays help people find where they want to go.  It is certainly a help for hungry travelers, but it’s helping sell as well.  

Airports, and many other venues, are not leaving anything to chance.  I used the display in the Dallas airport and found Cousins Barbecue.   There was a time when these kiosks would have sat dormant.  But now, with touchscreen and swipe technology used in tablets, people seem willing and able to use these new technologies.

Hospitals, malls, airports and event venues can all use this new technology.  You can not only find information, but you can also find simple directions or see a bird’s-eye view of the directions.

It is catching on fast, but as you can see in this photo, it helps to have a kid with you so you are not afraid to touch the screen.

Disney Knows How to Extend a Brand

When I attended a conference at Disney in Orlando, I was quickly reminded of the power of the Disney brand.  We all feel like we can’t quite keep up with the imagineers in Mickey’s world, but it is not all that hard.  All you have to do is look for how your brand can extend into every crack and crevice of your business or organization it can find.

Towels on a bed at Disney

The amazing thing about Disney is that they find ways that are not all that expensive, like how the towels are arranged on the bed or that Mickey leaves a voice message for you on the phone.

If your brand can’t extend past a logo, then there might be something wrong with your brand.  You may need a theme that helps tell your story (like a little green lizard, a small mouse or a green giant).

Themes or characters provide your brand with a personality.  Just like people, magnetic personalities attract people.  Just what you want when branding.

Mickey in the carpet

Mickey ears on wallpaper