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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We Are Not an ADD Agency

One of the key reasons to bringing in an outside consultant is that an outlander can say things that need to be said.  We often ask difficult the questions, “If people could only remember one thing about you, what would it be?  What is at the core of your brand?” 

We know it for best brands:

• Disney = Magic
• Apple = Simplicity
• Target = Hip
• Walmart = Cheap
• Mercedes = Prestige
• Volvo = Safety
• Prego = Thick
• American Red Cross = Blood

On average, people can only remember and use about 50,000 words.  There are more than 6 million trademarks, so how can people possibly remember more than one idea about your products or services?  Even when we describe people we know, we only use one or two words, “She’s so nice,” “He’s so funny and energetic.”

So what is your one idea?  As an ad agency, we don’t add, we subtract to get at the very core of what is important to your stakeholders.

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How Do You Weigh Your Head?

Author William Poundstone was being interviewed on National Public Radio.  His new book (“Are You Smart Enough to Work at Google?”)   looks at the types of interview questions Google and other corporations are asking in this new economy.  The problem is that the typical questions are no longer relevant.  People have safe, practiced answers.  To really see the true personality, you have to ask different, innovative questions.   

So what is your company’s personality.  Is your company brand bland, or do you communicate charisma?  AFLAC could be a boring insurance company, but they decided to have a compelling personality.

How do you find your inner brand personality?  You can’t do it by asking the same questions such as “Strengths and Weaknesses.”  You need to go deeper.  You need to shake things up.  You have to ask different questions to find new answers for this new economy.

People want to have a relationship with your brand.  You must have a spirited brand to emotionally engage people.   So how would you weigh your head?   There may be no right answer, but the thought process leads to revealing insights.

A great place to see questions that are asked in interviews is at www.GlassDoor.com.  Go to the “interview” tag. 

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The Story of Social Breakup

It seems our search for the perfect social relationship is a little like Goldilocks and the Three Bears.  You must get it “just right.” 

One of the reasons people “unlike” your business or organization is that you post too frequently on Facebook according to a report from Exact Target and CoTweet.  The study, “The Social Break-up,” shows that too-frequent posts and crowded walls with marketing messages were the number one and two reasons to “unlike” a business.  Number three, registered by 38% of the study respondents, said the content was becoming too repetitive or boring. 

The study also found that 55% of Facebook users that “liked” a company, no longer want to see the company’s posts.   In the old days they would just disregard your direct mail piece or radio ad.  Now they can physically strike back. 

Now that we are not selling products and services, but rather developing relationships, we are needing to be very careful in traveling the woods.   The consumer can’t have it too hot or too cold.  When creating a relationship you have to be just right.

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Women Are Taking Over

Women are in high demand.  True marketers know that women have a large target on them when it comes to messaging.  For example, we know that women are the decision-maker when it comes to healthcare decisions.  In fact, a boomer mom makes healthcare decisions for her kids, spouse, herself and her parents.  That is a lot of power when it comes to a target demographic.

Online, women also rule:  More than 60% of online transactions are made by females.  A comScore white paper, “Women on the Web,” says that women spend more dollars and have more transactions on the web, but account for less than half the Internet users.

And when women shop online, they want ads that have “money-saving offers,” according to ad server Unicast.  Women appreciate interactive components, such as prize entries or quizzes, but when it comes down to messaging, we need to show this audience the money and how to save it.

According to e-Marketer, women represent 80% of household spending in this country.  And that means women control $1.7 trillion annually in the US.  That is a takeover.  If you are selling something, why would you target anyone else?

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Silent Movies Are Back

I’ve noticed something about my own video viewing that I think is worth noting. Usually I like to back up my blog posts with research, but this is first-hand, first-person qualitative research.  I notice I’m watching more video content with the sound off.

In the office, I keep my computer muted.  At home, I have a mute button on the remote, and the DVR (or TiVo) shows the commercials in fast motion without sound.  During lunch the other day, with my family, I was watching some TV in a sports bar/restaurant, yet I couldn’t hear the audio.  At the YMCA, I listen to music while I’m on the exercise bike and watching the TVs.

More and more video screens are popping up in various locations, without sound.  So what does this all mean?  The next time you produce a commercial, watch it with the sound turned off.  Does it still sell?  Does it communicate?  Will it silently speak to your audience?  For sure, ask if your TV station will support closed captioning for your commercial.  I’m not there yet, but closed captioning is for the deaf and hard-of-hearing audience (which is growing) and those at the Y without a TV-radio tuner.

The one thing you should ensure is that your logo is on enough times for people to know who the communication is from and what it means to the audience.  The silent selling technique will not work for every ad or video, but you need to be aware that people may be watching your message in silence, yet you still need to speak to the audience.

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Blender Company Leads Viral Craze

The leading viral ad is not a funny chicken, a broken guitar, a crazy daredevil or a kid on a skateboard.  It is a boomer guy with a blender. 

According to Advertising Age’s Micheal Learmouth, “What’s remarkable about the top 10 is that viewers would voluntarily watch an ad 100 million times.”  What is also remarkable is that Blendtec, a maker of high-end blenders ($400+), has the No. 1 position on Ad Age’s Viral Chart of most-viewed viral campaigns.

The commercial is a somewhat funny, but the key may be that it has been around in the same form for more than four years.  Now that is consistency.  The Blendtec ”Will It Blend” series features CEO Tom Dickson in a white lab coat stuffing iPhones and iPads into a Blendtec blender.

The Top 5 are:  1) Blendtec ”Will It Blend?;” 2) Evian “Live Young;” 3) Old Spice “Responses;” 4) Pepsi ”Gladiator;” and 5) Microsoft “Xbox Project Natal.”

What is interesting is that these are, for the most part, commercials that have gained a huge audience.  The reach is incredible.  However, what is more respectable is how brave these brands are to move into the viral world.  Are you ready to blend up someone’s iPad?

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A Gravy Ladle’s Worth of Marketing Ideas

Thanksgiving is a great holiday:  food, friends, fun, Little Debbie Christmas Trees hit the stands and football.  With the holidays coming here is a buffet worth of marketing ideas for you to feast upon.  In the spirit of Thanksgiving, thank you to all I have stolen these ideas. 

• Give away turkey basters with a note inside saying how much you appreciate their business.  The basters are cheap and usable.
• Send a Thanksgiving card to people instead of Christmas cards.  It’s a great way to thank people for their business or contribution.
• If you don’t have a company/organization mascot, think about a turkey.  Every year it is the big bird on campus.  You could hold an annual Turkey Trot and have a real reason to call it Turkey Trot.
• Send out Cranberry recipes prior to Thanksgiving.  “We are berry thankful for your support.”  If you really have a budget, send out cranberries.  Always a welcome surprise.
• Protest for “Good Customer Service” or some other unusual idea.   Think of the attention of picketers chanting and marching for good.  There is no news over Thanksgiving so imagine the positive stories.
• Hire a quartet to serenade your favorite customers or stakeholders.  Have them carry a sign that let’s everyone know who is providing the music.
• Send elves (would have been a good idea for Halloween as well) to deliver treats to your clients and contributors.
• Hire some sign twirlers to send a strong message.  Don’t just promote a sale, promote an idea—it is more likely to get press coverage.

As I look through this list, there are a number of ideas that are just remakes of sound image-building techniques.  In this high-tech age, it is good to know some old-fashioned marketing really gets attention and brands you in real, relationship-building ways.  I’m abundantly thankful for that.

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