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.

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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.

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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.

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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.

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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

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What is the Value of Your Name on a Sponsor T-shirt?

Have you ever sponsored a U-12 soccer team?  Put your logo on a walk T-shirt?  Or bought an ad in a show choir contest program?  If you did, you did more than good for the nonprofit organizations, you did yourself some good as well.

A study by Edelman (reported in eMartketer.com) found that people are really engaged in brands that are engaged in social issues.  When price and quality are about the same, more than 40% of Internet users said brands with social purpose were more likely to trigger a purchase in 2010, according Edelman.  That number jumped to 53% in 2012.  Social media is giving a strong rise to social good-doing.

With social media, 75% of Internet users said they would “recommend” a company that supported a good cause.  Healthcare, environment, alleviating hunger and homelessness were the top issues.

There is plenty of motivation for companies to support causes, but find the authentic cause and then invest enough to make an impact.  Your stakeholders are watching.

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Online Stores Don’t Have to be Boring Brands

The online retail experience is boring.  Websites tend to be boring.  Mobile sites are worse. The delivery is boring. And, the opening or the first point of personal contact is boring—when you open the box.  I don’t know if it is the Internet efficiencies, geeks leading the process or just the lack of overall creativity, but online is just not that exciting.

I say “nuts” to all of it.  In fact, one of my favorite brand experiences with an online company is with Nuts.com.

From Nuts.com’s online experience, emails, packaging and delivery, they are one of the best.  You can see, even on the box, Nuts.com is consistently branding and enhancing the brand experience.

And, with every order there is a small surprise (see the green bag in the photo) inside the package.  It all works.  It’s  colorful and creative.  And they work hard to humanize branding in this online, disenfranchised digital world.

So open a bag of almonds and ponder if your online experience is bland, or an exciting and interesting brand.

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Content is the New King of Content

Content is replacing traditional mechanisms of branding, especially in the business-to-business marketing arena.  Content, interesting content, is “king” according to BtoB Magazine.  John Obrecht, editor of the magazine, declared that content has ascended to the “marketing throne.”

In this digital world, content may become more important than your logo, graphic look and mission statements to brand your organization.  Think of it this way, if a company were to present to you a case study that matched your situation, wouldn’t you find that more relevant than any other marketing the company might do?

According to “Content Marketing: Ready for Prime Time,” the biggest challenges marketers face are:

1. Producing Enough Content
2. Producing Engaging Content
3. Lack of Resources to Implement
4. Budget Constraints

Where do people use content?  Most use business-generated content in social media first, followed by websites, email newsletters and videos.  However, that is not what most of the survey respondents said were “most effective:”

• In-person events
• Case studies
• Videos
• Webinars
• Blogs
• Research reports
• White papers

Content is leading the way down the digital journey.  Just like anything, there is good content and bad content.  Good content is engaging to the customer or stakeholder.  It directly speaks to them and interests them enough to lead to more questions or more dialogue.   Long live the new kind of marketing.

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Do Crazy College Uniforms Hurt Branding?

New college football uniforms have been called crazy, retro, wild and ugly.  College such as Maryland and Oregon have shocked tradition-bound fans.  Some uniforms are even changing from game to game.   So how does all this craziness impact branding? 

First of all, the college uniform race is heating up. The obvious reasons are recruits and money.  Colleges make more money when they sell more clothing, and new uniforms drive new buying.  Secondly, cool uniforms with bowling-ball helmet designs and reflective tape attract young, high-school recruits.

We all know that college football is a large part of, if not the only, branding that colleges successfully do consistently.  (Quickly, what are the top academic majors at USC?)

So how does all this inconsistency fit with branding?  Branding is a process and part of your branding has to be paying attention to the changes in culture, tastes and looks.

It is time to change the uniforms.  They are boring, outdated and drab.  Adidas, Under Armour and Nike know it is time and they are leading the change.  Also, a forgotten part of branding is differentiation.  New uniforms are just the start.  Companies are also changing logos and questioning old branding rules and pushing new looks in all areas.  So how is your uniform?

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What if Joe Biden Wrote Your Advertising?

How true are you to your messaging?  If people read any of your materials, would they know your messaging?  Could they repeat it to anyone? 

In the beginning of the campaign for reelection, the Obama team had Vice President Joe Biden on the campaign stump.  Mr. Biden made six “framing” speeches during that time.  Yahoo! News (that is weird to quote) broke down the wording.  In the key speeches, Mr. Biden said “middle class” 38 times and “jobs” 67 times in just four speeches. ”Coming back” was third.  Now that is consistent messaging.

What are your key words?  If you don’t know, how will your audience ever hope to know?  If you don’t tell them, your audience will make it up for themselves.  Both are branding.  One you control.  The other is not desirable for politicians or products.  I know if Joe Biden delivered your message, he would repeat it 38 times.

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