Marketing tips, observations & philosophy, plus a few rants and random musings - from those who practice, preach and teach marketing, research, advertising, public relations and business strategy.
Tuesday, December 08, 2009
Year End Solicitations: A Better Way
This month, I've received a small stack of requests from various charitable organizations. Perhaps you have received a few too?
Let me state for the record: I am a big supporter of community service and charitable giving. This is a core value for me and for Maple Creative. Each and every Mapleonian is personally involved in one or more community service endeavors. It's well documented, and you can read all about it on our Web site.
I have no qualm with the solicitation. It is fine to ask for a year-end donation. That's all well and good. What bugs me is the manner of the solicitation. The way it's typically done is both ineffective and improper. Allow me to explain.
You send us the letter. We have not heard from you all year. In some cases, we are completely unaware of your organization and its purpose. Perhaps you obtained our address from the chamber of commerce list; who knows? The letter is lengthy--to a fault. In it, you proceed to tell us everything you can about the background and the need--both sides, single-spaced, front and back. The problem: we're all too busy to read a lengthy letter.
You enclose the envelope. It resembles a church offering envelope. You hope that we will enclose a check and mail it back to you. The problem: we lack the background and history to be motivated. We're unable to tap into any passion, because there is no relationship with your organization. Plus, many before you have asked, and we may not be able to spare the funds to write the check. There's nothing to tip the scales in your favor.
This bulk-mail, mass mailing strategy is a hit or miss exercise. I can only imagine that the odds of success are lower than 2%.
The better way.... Touchpoints.
What if you had reached out and touched us with your strategic marketing once a quarter? Perhaps you might have sent an informative 1st Quarter letter, introducing us to your organization and its mission. Then, what if you had sent us 2 or 3 more updates (maybe postcards or email messages) throughout the year, educating us about your programs and presenting specific examples of your impact? What if you had offered to stop by and get acquainted with us ... or invited us to an open house or luncheon? None of these tactics need be lavish or expensive; they could (and should) be cost-effective or bootstrap in nature. Finally, then, you justifiably sent us the letter ... the ask ... the call to action.
What if you had done most or all of those things? How might we have responded differently to your year-end solicitation?
I don't know many non-profit or charitable organizations that can sustain their expected revenues on a 2% success rate.
Avoid Mixed Messages in Your Holiday Communications
Right before Thanksgiving, I received this beautiful e-card. It was adorned with a lovely seasonal photo--fall colors, a pumpkin, some squash. You've seen it.
Then, there's a beautiful message. Something to the effect of:
"Wishing you a wonderful Thanksgiving."
So far, so good. Thoughtful, tasteful and clever. (Yes clever. How many companies send Thanksgiving cards ... how many send Christmas cards? So, they stood out--in a good way.) Oh, if only it had ended right there.
But the card didn't stop there. As I scrolled down a bit, they proceeded to urge me to remember them for all my labor and staffing needs. Then this: "Did you know that we also offer seminars and training workshops?" Another scroll and I found yet another paragraph of sales language. "Click here for our special ..." Yada yada yada.
Is it a card... or sales literature?Are you really sending me a thoughtful message? Or are you using Thanksgiving as an excuse to hit me with your unsolicited sales pitch?
C'mon people. Employ some degree of restraint and find a measure of good taste. Admittedly, this is a pet peeve; bugs me big time. And it's a way-too-frequent faux pas. Invariably, I'll notice it around the Fourth of July ... and then again around the Thanksgiving to Christmas season.
Marketing geniuses: I urge you this holiday season to avoid such mixed messages. Keep things simple. Keep things separate. Don't mix a heartfelt wish with a sales message.
Unless you've been living under a rock (or you were "hiking the Appalachian Trail" over the weekend), you know that Tiger Woods is in a tight spot. Figuratively, his ball is in a deep fairway bunker, and he's lying 3 on a tough par-5 ... 255 yards out, with a tree blocking his line to the green.
Yes, something happened at 2:00 in the morning on Friday. We may never know what. Details are sketchy and the story keeps shifting. Today, Tiger released a public statement:
As you all know, I had a single-car accident earlier this week, and sustained some injuries. I have some cuts, bruising and right now I'm pretty sore. This situation is my fault, and it's obviously embarrassing to my family and me. I'm human and I'm not perfect. I will certainly make sure this doesn't happen again. This is a private matter and I want to keep it that way. Although I understand there is curiosity, the many false, unfounded and malicious rumors that are currently circulating about my family and me are irresponsible. The only person responsible for the accident is me. My wife, Elin, acted courageously when she saw I was hurt and in trouble. She was the first person to help me. Any other assertion is absolutely false. This incident has been stressful and very difficult for Elin, our family and me. I appreciate all the concern and well wishes that we have received. But, I would also ask for some understanding that my family and I deserve some privacy no matter how intrusive some people can be.
There are a couple key things to note here:
1- The statement above rings hollow. It lacks contrition. Tiger is not the victim here. He's a public figure; he relinquished his privacy a long time ago. I'm not saying that's fair. It just is. Tiger is also a role model to many, especially many kids. An act like this one equates to him letting down (i.e., disappointing) his fans. He never said, "I am sorry."
2- We haven't seen him. The public cannot judge his non-verbals. We need to see video in order to be able to assess his remorse and his sincerity. Better still, we need to see Tiger with Elin at his side ... happy couple together, working through this together.
With the clear understanding that (1) rehabilitating a reputation takes time and that (2) actions speak louder than words, let's shift the focus toward the public relations strategy. What are the right tactics to use in a situation where a person has made a career-threatening mistake? I would advise my clients and anyone else to adhere to the following ABC principles:
A - Apologize Admit your mistake and ask for forgiveness. Demonstrate that you have a contrite heart. This is done by speaking in a humble manner and expressing remorse.
B - Be genuine Show some emotion. No one will forgive an over-rehearsed, stiff emotionless robot. Speak from the heart and use natural, appropriate hand gestures and other non-verbals. Obviously, we don't want to see a blubbering basket case, but genuineness and emotion can be very helpful. This is where television could help.
C - Compassion Show compassion. The root of the word "passion" is "suffer." To show compassion is to demonstrate that you are suffering with the person (or parties) who were affected. The audience will identify with compassion and respond favorably to it. Perhaps no one understood this better than Bill Clinton who repeatedly emphasized: "I feel your pain." Tiger's last sentence of his statement, calling for some privacy "no matter how intrusive some people can be" simply kills any hint of compassion (for Elin or for his fans).
All in all, the majority of the positive impact, or image rehabilitation, will come in the weeks and months that follow the initial episode. Sorry ... there simply is no quick fix. If Tiger was our client, we would work with him to establish an ambitious, pro-active outreach plan to lead them through this subsequent phase. Ultimately, the key to successfully rehabilitating a reputation is consistently repeating good deeds, rightful and helpful acts, over an extended period, in a manner that reestablishes trust. Hunkering down and remaining invisible will not help to make this go away. The media is not going to let go of this story. Details will continue to emerge, and Tiger (in his defensive posture) will be plagued by such episodes as the story plays out.
The sluggish economy continues to present challenges. While it has improved somewhat from its 1Q09 doldrums, the weak, recessionary US economy has taken its toll on marketing budgets, marketing programs, the media (most of whom depend upon advertising revenues) and marketing firms.
In tough times like these, a marketing professional has to ensure that every marketing dollar counts. There is little or no room for guesswork or errors. Now is not the time for guesswork, marketing from the gut or reactionary decision-making.
Now is the time for every marketing organization to have a marketing plan. At Maple, we are continually surprised by the high percentage of companies that have no such plan. Just this month we sat down with an industrial company with revenues of $25M+ who has no marketing plan. They have a large and capable sales force, but they have failed to equip and empower their team of sales pros with a high-impact marketing program.
Here are 10 rock-solid reasons to implement or update your marketing plan:
1- a marketing plan ensures more effective resource allocation 2- a marketing plan prompts analysis, whereby you inevitably learn something new about your customers, your competition or your competitive position 3- a marketing plan (implemented) makes your sales force more effective by compressing the sales cycle; it gives them a better chance of opening doors and it often reduces the number of sales calls required to close deals 4- a marketing plan enables all departments and functions (production, customer service, sales and QC) to become better coordinated and to synchronize efforts... the "right hand" knows and understands what the "left hand" is doing (and why and when it's doing such things). 5- a marketing plan eliminates guess work: should we buy this advertising package ... it sounds like a good deal? Don't guess or rely on a hunches, especially when dollars are tight. 6- a marketing plan gives you a solid reason to say no to media sales reps who continually pressure you to purchase (you can say honestly and forthrightly: it's not in the plan and there's no budget for it) 7- a marketing plan causes you to create a system of goals and measurements 8- a marketing plan is a reason (and a process) for focusing your team (think broadly and add "outsiders" to the project team) on growing your business and communicating more effectively with your customers. (And how can that ever be a bad thing?) 9- a marketing plan enables you to harness the power and cost-efficiency of flighting 10-a marketing plan enables causes you to consider (i.e., to evaluate) all channels, tactics and media. Many clients express to us that they feel stuck in a rut with the same old advertising, which often involves tired tactics. I guarantee if you take the time to formulate a marketing plan, you will inject a strong does of creativity into your promotional program!
Do you have a marketing plan? If not, contact Maple. Just post a comment here. We'll be glad to help you. Over the past several months we've begun working on about a half-dozen marketing plans for clients ranging from healthcare to professional services to educational institutions. We would be delighted to work with you on yours!
[This is not a marketing article. It's personal, and it is a great cause. For those wondering, "What is crossfit?" you may go here for information.]
Crossfitters, by nature, are battlers. We are warriors. I have had the honor to fight alongside each of you, as we’ve battled the Filthy 50, Murph, Dr. Tabata … even Fight Gone Bad. The important part is we have battled together. We have fought—and will continue to fight—through the pain and our own limitations, physical and mental. Today, in that context, I want to tell you a story and call your attention to a different fight: "The Good Fight."
Twenty-five years ago a battle ensued. It wasn’t between countries, companies, or people. It was between my father and his brain. His brain began to fail him, in little ways at first. Ordinary, routine things we all take for granted, like counting out money after getting a haircut, driving home from work without getting lost or knowing which kitchen drawer is the silverware drawer, were suddenly difficult, puzzling or impossible. The battle had begun, and dad began to fight. Oh, how he fought!
Rewind the clock. My dad, Jerry Sherman, was a strong, proud, successful man. He owned his own insurance/real estate business in downtown Williamson, WV. Like all of us today, Jerry was getting fit and eating right… way before it was cool to do so. He quit smoking. He took walks every day. He was even counting carbs--in the late 70’s. Then he discovered golf. It became his passion, and he finally enticed my mother into taking up the game. My sister Carol and I soon became "golf orphans" on the weekend mornings. My parents’ retirement dream after all five daughters were grown, was to travel the East Coast and stop at every golf course along the way.
Stop the tape. Cut to black and drag the needle across the record. The retirement dream never became a reality. Alzheimer’s Disease started to attack my father’s brain at the age of 52, way too young. Within a few years, my father had to close his business. He could no longer drive or be left alone for fear that he would wander off or unintentionally hurt himself. By the time my father died, seventeen years later in 2002, he was bedridden. He had been unable to speak for several years and needed round-the-clock care. Sadly, he never got to know my wonderful husband or my two beautiful children. They missed out on a relationship with an amazing man, my father.
Today, Alzheimer’s Disease affects over 47,000 WV families. It is the nation’s 7th leading cause of death, and the direct and indirect healthcare costs related to Alzheimer ’s disease amount to more than $148 million each year. The Sherman family, with the help of CrossfitWV, is hosting "The Good Fight" fundraiser on Sunday, October 25 at 2 p.m. at the box. Athletes will participate in the Fight Gone Bad WOD and pledge money for each rep performed during the workout. For example, if an athlete completes 250 total reps, based upon a pledge of $.50 per rep, the amount raised will be $125. Pledge a lot… or a little: every dollar helps in "The Good Fight." Get your friends, co-workers and loved ones to sponsor you (for an agreed upon per-rep amount -- $0.25, $0.50, $1.00). Every pledge will help the caregivers and families of those affected with the disease here in our state. All proceeds will be donated to the Alzheimer’s Association of WV, and in accordance with their policy a portion will also go toward Alzheimer’s research.
Please join me and my family for this worthy cause!!!
Yours in good health, Lisa Sherman Lineberg
[Anyone interested in sponsoring or participating please post a comment, and I will get in touch with you.]
Is E-Mail Overload Hurting Response Rates to Online Surveys
For the past several years, we've had great success in reaching our audience with online surveys. Such surveys have been a great way to accomplish marketing research objectives including:
Testing concepts
Measuring customer satisfaction
Gauging public opinion
Improving and evaluating special events
Learning about the marketplace in general
But, alas, the world is always changing. This is especially true, I believe, in our high-tech, communication overloaded world.
Here's a recent example, which I think illustrates the situation. For the past six years, we have conducted a "reader survey" for one of our media clients. This year, the response rate was markedly lower.
2007 Survey 4,900 invitations sent via e-mail 3,000 e-mails successfully delivered (60% distribution success) 659 e-mail invitations opened (22% open rate) 363 completed surveys obtained (12% effective conversion rate)
2009 Survey 6,742 invitations sent via e-mail 3,200 e-mails successfully delivered (50% distribution success) 484 e-mail invitations opened (15% open rate) 260 completed surveys obtained (8% effective conversion rate)
Despite having a larger list, we were negatively impacted by a lower open rate and a lower conversion rate. Granted, we still had a good overall result, eclipsing industry norms. According to the information that I have studied, a 5% conversion rate is typical. However, my gut says that those 3200 invitees who received our email invitation had to wade through extremely cluttered inboxes to evaluate our message.
Tell me, marketing geniuses, what do you think? Do you receive too many online survey requests? If you send email invitations to online surveys, have you seen a drop in your open rates or conversion rates?
Moving WV Fitness (#FitWV) Closer to the Tipping Point
The idea of using Tipping Point tactics to overcome obesity in West Virginia became a little closer to reality today, thanks to an insightful editorial by Dawn Miller at The Charleston Gazette.
West Virginians try to tip scales on obesity Dawn Miller - Editorial Page Editor The Charleston Gazette August 7, 2009
CHARLESTON, W.Va. -- If we all behave like cold germs, could we infect each other to better fitness and health?
Here is one of the most tantalizing ideas. Back on West Virginia Day, local PR guy Jason Keeling asked his blog readers to discuss solutions to the state's problems. Skip Lineberg, co-founder of Maple Creative in Charleston, chimed in with a "fragment of an idea." He posted it on Twitter:
"Let's make a Fitter West Virginia using tipping point tactics to overcome obesity."
Lineberg was inspired by Malcolm Gladwell's work on tipping point theories -- the phenomenon often seen among infectious diseases or social ills. One kid comes to school with the flu, and the next day a few more are infected. The next thing you know, half the school is home sick. Kind of like the way one day you had never heard of Twitter, and the next day it seemed to be everywhere.
Could West Virginians intentionally use this phenomenon to effect a more desirable change? Instead of giving each other the croup, could we, as Lineberg suggested on his blog, tweet our workouts, use Facebook to note fitness efforts, start conversations about the subject, support leaders who support fitness, encourage each other?
People responded, posting short notes on their workouts, hikes and meals.
As if they read our minds, or our Twitter posts, researchers at the federal Centers for Disease Control last month released "Recommended Community Strategies and Measurements to Prevent Obesity in the United States." It reads as bad as it sounds, but it's full of jewels.
Readers, I pose the following hypothetical question: what does any of this WV fitness stuff, #fitwv and Twitter have to do with marketing? I contend that in today's marketing environment, tactics like viral marketing and online PR are not only opportune--but crucial! If we can use a zero-cost project like this one to elevate an important conversation and to affect behavior, what else might we be able to accomplish!
Kudos to ad agency BBH for a very nicely done campaign for Ally Bank. Perhaps you have seen the TV commercials? The one about the pony was so good that it caused me to go to the AdWeek Web site to see who created it.
The TV spots are great, but so is the positioning for the bank itself: Straightforward. In my opinion that message is right for our post-financial-meltdown times. And the payoff line in each of the advertisements is crisp and distinctive, too: "It's just the right thing to do."
Pushing Fitness Toward the Tipping Point in West Virginia
A couple weeks ago, in support of Jason Keeling's West Virginia Day project at A Better West Virginia, I put forth this fragment of an idea. I postulated that we could shift the perception--and even influence the behaviors--related to fitness in WV, simply (yet purposefully) by elevating the level of conversation. As the title suggests, this is all based on Malcolm Gladwell's tipping point theories.
Well, guess what ... it's working! Thanks to a core group of "Mavens" - (ref. Gladwell), this initiative (now dubbed #fitwv - read on for explanation) is taking off.
Here's what I offered for those who wanted to get on board. You too can begin, simply by doing one or more of the following:
Tweeting your workouts on Twitter ("Just had a great run along the boulevard!")
Utilizing your Facebook status update to note your fitness activities ("Heading to the gym!")
Used fitness topics as a conversation starter ("Hey, have you been to the new zip line course in the New River Gorge?")
Support fitness-minded leaders - search and follow Twitter leaders who are into fitness and health; subscribe to blogs and RSS feeds from bloggers who write about exercise, nutrition and wellness. ("Check out this great new yoga blog I found.")
Make it a personal priority--if not already--and begin advocating for fitness as a healthy lifestyle. Talking about it. Encouraging others. Inviting others to engage. ("Hey, do you play tennis. Wanna play sometime this week?")
Now, as for the #fitwv thing, I absently mindedly added a "hash tag" to my first post on Twitter about this idea. Following is my Tweet from June 20th:
It caught on. Folks began using it. The neat thing about hash tags in Twitter is that they can be "sticky" - short and memorable. If you want to appreciate the power of the #fitwv hash tag, just go to search.twitter.com and type #fitwv in the search box.
Following Gladwell's theoretical model, what we need now are some fitness-minded connectors to come on board and tell a couple dozen of their friends. Once that happens, we'll shoot from 30 to 300 advocates of #fitwv lickety-split.
Frankly, I am amused and excited to see where this goes. The payoff, of course, is when this movement really causes some movement ... and that's when our little project inspires a few more West Virginians to adopt the fitness mentality and lifestyle.
Before you go, please take a minute to check out the wonderfully written related blog post by my good friend Elizabeth Damewood Gaucher over at her Esse Diem blog.
I was at the store the other day picking out some items when my autopilot shut off and I became aware of the items in my basket. Crest toothpaste. Bargain mouthwash. Pantene Pro V conditioner. Bargain body lotion.
Since I used to be a faithful buyer of Scope and St. Ives, I began to wonder... How many more people are dropping name brands for store/bargain brands due to the current condition of the economy?
Happy West Virginia Day! Like many, I love West Virginia. So it's tragic, to me, that West Virginia is the most overweight state in the nation. (The depressing stats are at the bottom if you need a reminder.)
Hey - I want you all to feel good, look good and live good, long lives! In support of A Better West Virginia, and in honor of West Virginia day, let's create a fitter Mountain State. It may appear a daunting challenge, but we can do it if we work smart and work together!
Obesity is a complex, multi-factor health epidemic, requiring a comprehensive solution. Right? I'm not so sure. I contend that we don't have to make this so complicated.
According to theories put forth in Malcolm Gladwell's best-seller, The Tipping Point, change begins with a spark of action or a transformative idea (often from a maven) and spreads through communities via connectors and salesmen. The change builds momentum, gaining acceptance and attracting support, until it tips (i.e., becomes prevalent, becomes the new normal). He uses such examples as Paul Revere's midnight ride, the clean-up of crime and vandalism in New York City and the return of Hush Puppy shoes. Gladwell postulates that a group of perhaps as few as 150 people aligned around a cause, and constituted with a blend of salesmen, connectors and mavens, can affect bold transformations. He cites example after of example of tipping-point victories.
How might we apply "Tipping Point" techniques to make a fitter West Virginia?
What if ... 150 (or more) of the most connected, Web savvy West Virginians began talking about fitness? [If you are reading this article, there's a good chance you might be just such a person, by the way.] Consider the potential impact of weird, new ideas like these:
Tweeting your workouts on Twitter (Just had a great run along the boulevard!)
Utilizing your Facebook status update to note your fitness activities (Heading to the gym!)
Used fitness topics as a conversation starter (Hey, have you been to the new zip line course in the New River Gorge?)
Support fitness-minded leaders - search and follow Twitter leaders who are into fitness and health; subscribe to blogs and RSS feeds from bloggers who write about exercise, nutrition and wellness. (Check out this great new yoga blog I found.)
Make it a personal priority--if not already--and begin advocating for fitness as a healthy lifestyle. Talking about it. Encouraging others. Inviting others to engage. (Hey, do you play tennis. Wanna play sometime this week?)
None of this requires new systems or much extra work or time, really not even any money. I'm not urging you to join a gym or even to exercise more frequently. What I am urging you to do is to commit to elevate the conversation about fitness and to main it consistently. When you work out - put it out there across your network. Keep the conversation going. Support others. Simple and easy!
Imagine the power of 150+ visible, opinion leaders focusing on fitness! Others will take notice. It's leadership by example. It's advocacy. One by one, across social networks (both real and virtual) people will begin to think: Maybe I need to get going with this fitness thing. Behavior modeling will begin and change will occur. Powerful!
I believe that once West Virginia addresses its education and obesity challenges, everything else is easily tackled and overcome. To me, these are the two "biggies" (no pun intended). I will rely on others for educational ideas and reforms; there's already some good stuff underway.
When I turned 40 three years ago, I was 40 pounds overweight. My waist was 40 inches. My cholesterol was 240, and my blood pressure was 140-something (the top number). Not a healthy picture. Since that time, I've made some huge changes in my lifestyle with exercise, fitness and supplementation. Today, those efforts have paid off, and I will be around for many more years to enjoy my wonderful family, friends and beloved Mountain State.
While that's a happy story, it's not what's most relevant to this example. During the course of my fitness transformation, I casually, almost haphazardly began communicating about my workouts and fitness lifestyle on Facebook and Twitter--not in a zealous way, just conversational and without agenda. I did this mostly to hold myself accountable and to focus on my fitness.
This is the big surprising insight: over the past two years, I have heard from more than 30 or more people that they have been inspired and motivated by my fitness blurbs and quips. That's wonderful! Such feedback has helped me to stay focused and committed. It's an upward spiral. It's synergy. A community of enriched relationships is so powerful!
Are you ready to make this tip? I hope you'll join me!
I look forward to your comments and suggestions here or on Facebook and Twitter.
Obese West Virginians are more likely than their healthy weight counterparts to have suffered a heart attack, been diagnosed with hypertension, diabetes, and/or asthma, or been limited in their activities because of back pain.
The economic costs of obesity are tremendous. The National Institutes of Health have estimated the total cost of overweight and obesity to the U.S. economy in 1995 dollars at $99.2 billion, including 39.3 million workdays lost annually to obesity-related causes.
The obesity prevalence in West Virginia has been consistently higher than that in the United States as a whole. In 1990, the West Virginia rate of adult obesity was 15.0%, compared with a U.S. rate of 11.6%. By 2000, the state rate was 23.2%, compared with 20.1% nationally. The obesity rate has increased in virtually all of West Virginia’s 55 counties over the past decade.
On July 7th, NBC Universal will be rolling out a new brand identity for its cable television property, the Sci-Fi Channel. The new look is shown at left.
Home to such popular shows as Ghost Hunters, Primeval, Moonlight and Equilibrium, the channel has a relatively small but loyal audience. While I would love to hear from some of them to get their reactions... I'm going out on a limb and predicting that no one's going to be too fond of the new identity for the Sci-Fi brand.
First off, humans are usually fairly resistant to change. 99% of the time we'll take the old. (Thank you very much.)
Secondly, and more troubling to me, is the fact that the new logotype has no connotation of anything scientific, nothing that says science fiction. Four rather plain, very round-ish letters. In white. Blandsville.
And finally, while I'm ranting, I cannot quite come to terms with how the new brand name comes across phonetically. Does anyone hear: "Siffy" or perhaps "Sife-E?" Somewhere between the two "y's" and the lowercase "f" everything breaks down. The mini Web site that explains the new branding approach is even all jacked up.
On a positive note--and for the sake of balance--I will say that the new positioning statement is pretty good. It's an action-oriented invitation to me to imagine. I like that. With the word "Greater," they are hinting at some bigger, better things to come. That sounds good and promising, also.
Let's hope Sci-Fi, or Siffy, lives up to its promise ... and hope that the programming is better than the logo design work. Marketing geniuses and Sci-Fi brand evangelists, please tell us (post a comment) if your feelings are contrary.
Best of Marketing Genius: Repairing a Damaged Reputation
Repairing a Damaged Reputation [first published here April 2008]
Rehabilitating a damaged public image. This is one of the most popular topics that I am asked to address. From time to time, whenever controversy arises (and that seems to be more frequently, doesn't it!) the question is presented: how does one rehabilitate or repair a damaged image? How can someone rebuild his or her reputation?
It takes time to rehabilitate one's image: such a matter does not lend itself to a quick fix. Many people hope that if they say the right thing at the critical moment all will be made good. That's just not how the world works.
We, as human beings, form perceptions about other humans over time. This is the basis of reputation. If a person has made a major blunder, it equates to a big, negative hit against his or her reputation. This cannot be overcome with one press conference. No, the perfect statement at the perfect time will not wipe the slate clean. Instead, those in the audience will watch and observe, most likely in a cautious manner at first. Some will be inclined to forgive; others may become embittered permanently toward the person who made the major mistake. Over time, most people in the audience will adjust their assessments of the person in question.
So if the perfect words will not do the trick, what can rebuild a tarnished reputation? One word: actions.
As we've all heard, actions speak louder than words. Once a person has made the gargantuan gaffe, the best thing he or she can do is to consistently do good and do right. According to the laws of communication theory, 93% of the information that human beings process and learn from is related to non-verbal signals or cues. By contrast, words account for only 7% of that which we process and upon which we form perceptions. With this fact in mind, it is easy to see why actions are so much more important than words in regard to mending one's reputation.
With the clear understanding that (1) rehabilitating a reputation takes time and that (2) actions speak louder than words, let's shift the focus toward the public relations strategy. What are the right tactics to use in a situation where a person has made a career-threatening mistake?
I would advise my clients and anyone else to adhere to the following ABC principles:
A - Apologize Admit your mistake and ask for forgiveness. Demonstrate that you have a contrite heart. This is done by speaking in a humble manner and expressing remorse.
B - Be genuine Show some emotion. No one will forgive an over-rehearsed, stiff emotionless robot. Speak from the heart and use natural, appropriate hand gestures and other non-verbals. Obviously, we don't want to see a blubbering basket case, but genuineness and emotion can be very helpful.
C - Compassion Show compassion. The root of the word "passion" is "suffer." To show compassion is to demonstrate that you are suffering with the person (or parties) who were affected. The audience will identify with compassion and respond favorably to it. Perhaps no one understood this better than Bill Clinton who repeatedly emphasized: "I feel your pain."
Remember that non-verbal communication is crucial. People in the audience are watching, more than listening. Therefore, the speaker's emphasis should be placed upon apologizing, being genuine and demonstrating compassion. It may be acceptable to speak briefly about one's past track record (which may have been glowing and heroic) but only in the context of remarks about future plans to atone for this incident. Specifically, the speaker may want to briefly discuss specific plans about rehabilitating himself, through counseling, clergy, medical care, training or community service, to demonstrate that he is focused on atoning for his actions and preventing future blunders.
All in all, the majority of the positive impact, or image rehabilitation, will come in the weeks and months that follow the initial episode. Sorry ... there simply is no quick fix.
Accordingly, we would work with our client to establish an ambitious, pro-active outreach plan to lead them through this subsequent phase. Ultimately, the key to successfully rehabilitating a reputation is consistently repeating good deeds, rightful and helpful acts, over an extended period, in a manner that reestablishes trust.
The Five Benefits [first published here, July 2005]
In marketing we are constantly advising our clients to promote the benefits of their product or service, instead of features or functions.
"This new device has 65 Terabytes of bandwidth and a 125 gigahertz processor."
So what!
You have to tell me what that will mean to me.
Anyone attempting to promote or sell anything must drill down with his thinking until he discerns the real benefits.
What's the benefit, then? In this case I can think of two: make more money and have more time to spend with family. The device works faster so you will get work done more quickly, enabling you to shave time off your work day to devote to family. Or, you can do more work in a given time period and (ostensibly) make more money.
A PR consultant from New York City taught me that there are really only five benefits that anyone can mention. According to him, it does not matter what the product is or what industry one inhabits, we have to present our case so effectively that we tell our audience within the first ten seconds which of the five possible benefits we are offering.
There are five, period. F-I-V-E.
Are you ready for them?
Here goes: 1. Make me wealthy 2. Improve my appearance 3. Help me to be more well-liked by my family or friends 4. Make me live longer 5. Get me laid more often
Money, looks, popularity, health and sex. That's it.
Best of Marketing Genius: Duracell - Sellling the Benefit
Selling the Benefit: Duracell [first published here May 2007]
I am very impressed with the new Duracell battery advertising campaign. Have you heard it or seen it? I've caught this campaign on TV and radio. The most impressive part to me is that Duracell understands that it is not selling batteries. No, the company is selling the benefits that its batteries provide.The advertisements are a series of 30-second case studies. In each, the Duracell battery is feature in a critical application. Here are a few examples:
The SignalOne Voice Alarm - studies show that when a fire happens in the middle of the night, the most reliable method of waking a sleeping child is to have the fire alarm loudly project the sound of his mother's voice (a pre-recorded message: "honey wake up; there's a fire in the house.) The SignalOne alarm is equipped with the Duracell battery. To whom would you entrust your child's life in the event of a fire? Duracell the battery that's trusted everywhere.
Heart Monitors - in hospitals the heart monitors that are used on patients following open heart surgery are equipped with Duracell batteries. When monitoring every heartbeat matters, which brand of battery do hospitals trust? Duracell, of course.
Glucose Meters - its more than just a finger stick. It's your health. Some things are too important to take chances with. Make sure your glucose meter is equipped with a Duracell battery, the brand that is trusted everywhere.
ZollDefibrillator - a vignette ad that alternates between a proud mother snapping photos of her son at graduation ... and a sequence in which that same boy one year prior had a heart failure during a basketball game. The same battery that enables Mom and her camera to preserve the family's memories allowed the medical team to preserve her son's life with a Zoll Portable Defibrillator, powered by Duracell batteries.
What is Duracell selling? Far from promoting batteries, Duracell is selling peace of mind. Duracell is selling the benefits of avoiding worry, living longer and improving one's health. That's smart marketing and a great ad campaign. Kudos to the marketing geniuses behind the Duracell campaign!
He's quirky. He is somewhat shy. And he is a creative powerhouse.
It is with great pride that I introduce you to CREO. He is the embodiment of creativity at Maple Creative.
To say that CREO is the newest member of our team is not totally accurate. CREO has been here all along. However, it is only recently that we have coaxed and persuaded him to go public.
CREO authorized us to release the following statement. Quoting directly:
Okay, so CREO is a lousy typist. But the dude has huge hands... and only 8 fingers. Let's cut him a break. Allow me to translate:
"So Maple is a cool place in many respects. It is a really nice outlet for my creativity. I wonder sometimes if I am fitting in with them, though. Do they get me? And why do they leave here in the afternoon, because creativity never sleeps. Creativity lives here. Who stole my Funyuns?"
Go figure....
The guy can be a pest at times, to be sure. And talk about making a mess! But get him in on a brainstorming and the creative level just skyrockets! He's been in the State Journal and in West Virginia Executive lately. Oh, and rumor has it that he'll be showing up on YouTube and Facebook soon. We can only hope and pray that this recent "fame" doesn't go to his (freakin' huge) head.
Best of Marketing Genius: Successful Event Promotion (Pt. 2)
Keys to Successful Event Promotion - Part Two [first published here July 2006]
It is getting tougher and tougher, to get the people you want and need to come to your important event to actually attend. The problem is two-fold. People are busier. They are also being bombarded with requests to attend events. That means there's more competition for their valuable, scarce time. No matter if your event is an annual meeting or a fundraiser or an educational seminar or a sales presentation. No matter if your event is in the morning or the evening ... food or no food, you have to be lucky or smart to end up with a full room on the appointed date and time of your big event.
Oh sure, you could pay people $100 to attend ... or you could hire a celebrity or sports hero to entice people to attend. Either tactic might boost the numbers. Most of us do not have such a rich marketing treasure chest. Now, as for luck, we'll leave that to others and focus on helping you become a smarter event promoter. So here goes!
V - Variety To get your invitee to respond, it is no longer enough to mail him an engraved invitation. You have to communicate the information about your event through a variety of channels. Invite them by way of a mailed piece, fine. But combine that tactic with an e-mail invitation. And don't forget to use the media. Hit your invitee in her mailbox. Hit her in her inbox (e-mail). And also hit her in her newspaper and even her radio station. Yes, if you are crafty and persuasive you can get your event covered in the media. Don't expect an expose, though; a simple announcement is much more likely--and still helpful.
P - Packaging If you want to cut through the clutter and have your invitees pay attention to your invitation and your event, you have to package it. Make it interesting. Add some sizzle. Build up anticipation for the event. Make it the don't-miss-event-of-the-year. Explain why your event is valuable and important. How can you make it more fun ... more important ... or more enticing?
Example: "Attend our annual meeting where you'll have the chance to visit with 20 of the city's most successful business owners."
Another example: one of our clients opened a new facility in one of the city's oldest hotels, a 1920's era building. We gave the grand opening a Roaring Twenties theme, complete with period props, caterers dressed in period costumes and a big band playing swing tunes. It was a smashing success, something different.
Look, there's no cookie-cutter solution. You have to be creative--and you have to know your audience. To be sure, there's a fine line between unique and cheesy; your job is to know that balance point. We're not here to give you the one answer. The point is that marketing geniuses avoid going through the same old tired, mindless tactics that no longer work.
In closing, we ask you, marketing geniuses: what have you done or seen that packed the house for a special event? Please share your stories with us.
Best of Marketing Genius: Successful Event Promotion (Pt. 1)
Keys to Successful Event Promotion - Part 1 [first published here in July 2006]
In our increasingly saturated, information overload world, it's getting harder and harder to get people to attend events. It doesn't seem to matter whether it is a party, an educational seminar or a demonstration. People are busy, to be sure. It also seems that the people who we want to come to our event are getting hit with tons of other invitations from people urging them to come to their events. Not to mention the fact that our invitees are working longer hours, and they're busy parenting their active, involved kids.
So what's a marketing genius to do? Before you raise your arms in exasperation, try the 'RSVP' approach. It's the smarter way of promoting events.
R - Repetition You have to send your message multiple times. That busy invitee may toss the first invitation. The second one might come at the wrong time ... but that third request catches her just when she has a free moment to focus. If your budget allows, plan and deploy a series of communications to promote your event. Start with a teaser, then send a "Save the Date" message. Continue with the official invitation and follow it with a news clipping about your event. Later, send a friendly reminder, followed by a blurb along the lines of "Look Who's Coming!" If you are operating on a shoe-string budget, you would be wise to send the exact same invitation two or three times, simply to ensure that it gets through. A repetitive communication series gets results. A one-shot invitation gets ignored, misplaced or trashed.
S - Simplicity How simple can you make it for your invitee to attend your event? I mean, really, really simple. Can you make it so easy that all she has to do is show up? Ask yourself: Is the response step really necessary? Could we go with "Regrets only?" Do not require an RSVP, unless it is truly needed. If you are inviting via e-mail, make it simple for them to just click "Reply" to register. Avoid using a complicated Web form, if possible. Simplify your process; it will make things easier on you and your guests.
There you have it: the "R" and the "S" of the RSVP approach. We'll share the rest with you over the next couple of days.
More Marketing Basics: The Four C's of Marketing [First appeared on Marketing Genius February 2006]
We've all heard about the four P's of marketing. Now, let's take a look at another categorization system--the Four Cs. This system is newer, and in my opinion, is applicable to a wider range of marketing challenges.
The old system of four P's was created before the service/information economies were born--and thus it is best applied to the marketing of products, especially mass retail products. Now, for the 4 C's:
C - Customer Who is your customer - or prospective customer? What are their needs? Where do they live; where do they work; and what do they do for fun? Where do they get information?
C - Competition What competitors exist in the market space in question? And what are their strengths, weaknesses and positions?
C - Cost What will your product (or service) cost? How does this compare? What effect will the cost of your product have on it's perceived value (or position) in the competitive marketplace? And most importantly, what are customers willing to pay?
C - Communication How will you communicate your offering to customers? What modes of communication are available to you (or your client)? Which will be most effective ... and what will be the strategic mix of communications?
*C - Collaboration (We've added a fifth C) Can you identify allies or partners who might be willing to help you promote your product or service? Can you share a reciprocal Website link? Is it possible to negotiate a cooperative marketing allowance or program with an organization (or company) that has complementary needs and objectives?
The 4 Ps ... the 4 Cs ... what use is all of this? These are purely and simply tools for analysis and planning. Yes, we really use them ... really think about them. And I encourage you to refer to the four C's or the four P's when you are planning your next marketing program or campaign.
Best of Marketing Genius: Behind the Scenes of Branding
No doubt, you've heard such phrases as brand awareness and brand equity. If you've been visiting Marketing Genius for a while, we hope you've become familiar with other important terms such as brand positioning, brand essence and brand mission.
Recently, several of us Mapleonians reached a mutual conclusion: it is time to take you behind the scenes of the branding work we do. We feel that you are ready for it and that you've earned this special privilege.
So c'mon ... step around that stanchion, follow that rope, just beyond that black curtain. And--whoa--don't trip over that easel!
Good, you've arrived! Ready to have a look at what else goes on?
Ahh - here's the good stuff. This is what really goes on ... behind the branding.
Brandana Potential - an important measure of any brand, this determines how good (or bad) your brand logo will look on a 'doo rag (i.e., a bandana).
B.A.C. - brand alcohol content - the degree to which your brand appeals more strongly to slightly intoxicated consumers (i.e., at cocktail parties, tailgating and keggers). Not to be confused with BUI (more on that later).
Brandapalooza Index - an assessment of your brand's adaptability and potential usage on a concert T-shirt or tie dye.
Brand Stripper Name - a composite consisting of the name of your brand's first pet (typically a pet dog or cat) plus the name of the street that your brand grew up on - mine happens to be Buffy Lincoln, for the record. You must always check this before you launch any new brand.
Brangelina Factor - a predictor, used to measure the probability that your brand will become "adopted by" the Hollywood elite crowd. (Will it become trendy in LA? Is your brand logo likely to become tattooed on Angelina, for example?)
Brandy Warhol Syndrome - inevitably your brand will be given its 15 minutes of fame. Is it ready? What would Andy Warhol do with it? How would he shoot it, or paint it?
Only small doses of this powerful new knowledge are permitted. That's enough for today. We'll show you more next time.Yeah, we had fun, too. You can just find your way out of the backroom. Careful as you go, now. You might be feeling a little light-headed. It's probably just those SprayMount fumes.
Whether you hug trees for a living, or chop them down, if you're able to set aside your personal feelings and allegiances, you can appreciate this great ad. This ad by The Alliance for Climate Protection was clipped from the December 2008 issue of GQ.
What makes it so great? Let's take apart the elements.
The stopper effect is very strong. First off, it is impossible to miss the gargantuan headline treatment with its nearly 2-inch tall font. Reminds me a bit of the famous "Dewey Beats Truman" headline of old. "Free us." It is a simple message in a world of increasingly complex messages.
Next, I am taken by the unusual layout. You'll notice that the page is split vertically by image (on the left) and copy block (on the right). Most print ads today are designed with an image that spans the full page. If there is separate copy block is designed into the layout, the page is usually split horizontally with the image on top and copy below. In a metaphorical sense, this vertical split almost gives a sense of demarcation ... a new era, a change, etc ... if you think about a horizontal timeline or progression of time.
The visual image is stark and unusual. How often do we see an oil tanker in an ad? The cropping of the photo and the perspective supplied by the camera angle combine to communicate the massive size of that sea-faring vessel.
Finally, take a hard look at the ad copy. It is arranged in an unusual format, almost like a poem. Short lines, all contained to one row, and repetition are used to give the copy a choppy meter and an emphatic feel. And like all great ads, there is a distinct call-to-action or response mechanism. The advertiser clearly invites and urges the reader to go to the Web site to join their cause.
No matter how green you are, we can all be a little green with envy over the creative genius of this print advertisement.
Skip asked me to reflect on my experience on making effective and winning presentations. In my first career as the Founder and President of Pray Construction Company, we procured a fair amount of work that involved either a formal presentation to a selection committee or to an important decision-maker. In that industry and I imagine most industries, work procured through negotiations was beneficial to the organization…i.e. it was more profitable and less contentious. If you allowed the market to make you into a commodity….i.e. to make the selection process all about being the low bidder…then all of the value added components of your offering were left unappreciated and unrewarded.
Here are some of the guidelines we utilized when preparing a presentation.
1) Probe…probe…probe. In other words, understand not only what was written in the solicitation but find out what was REALLY important to the owner. Money is always on the table…but so are time, your team’s experience, other owner’s experience with you and your team, value added ideas, and what problems had the owner experienced in the past. Really try and understand what is important to them. 2) Who’s on the committee? What is their experience? What’s important to them? 3) We made an attempt to do a physiological profile of the selectors. Did they want simple choices and want you to drop down to the bottom line quickly….(A “D” personality using the DICS profile)….was the relationship important…as in a strong people person…( The “I”…easy to pick out…give them a big smile and they will almost always give you a big smile back)…..or were the details important (this is the “C” …and so we always were sure to introduce the “C”’s to our engineers)…or was past dependable experience the issue…(The “S”). So, for sure, we couldn't ask the selection committee to take a test but we were sure to try and have a little bit of everything for all the types. 4) And now the killer…Rehearse…Rehearse…Rehearse. This does so many things. If you are using multi media…it shakes that all out. It is very effective in getting the bugs out. I also really like to present. That is not typical. Many people just hate it and rehearsal can provide a lot of reassurance to presenters that are inclined towards stage fright. In front of a mock audience, you can also figure out what might need more work. 5) Stay within the time limit. If the selector group is full of D types, you will win if you finish early and lose if you go 30 minutes over. 6) Know your material or bring the people with you who do….But be careful with that. I’ve had some team members that just should never present. They don’t have it. If you must bring them…rehearse them to death…as in…..say as little as possible. 7) Lastly, make the presentation about them (the owner/buyer) Please…don’t wee wee on the committee. It’s their project and that is what is important. Never forget that.
At PrayWorks, I market and sell a service known as owner’s representation. I can help owners put together effective project delivery teams and help an owner with the evaluation process. Learn more about my services at www.prayworks.com and follow my musings on my BLOG at http://209capitolstreet.blogspot.com/ . And of course there is always Twitter…follow davidpray.
Skip Lineberg is a friend of mine and Maple Creative has performed work for me and my companies. A few years ago I launched a new company, PrayWorks, and the Maple team created the name, logo, and initial web presence. Too, I subleased a small office at Maple’s headquarters, so I got to hang around the Maple team for a year or two. I am Blogger ( 209 Capitol Street ) (Skip introduced me to this world as well) and recently Skip asked me to guest BLOG on the Marketing Genius website….so here is post number 1!!!
I think BLOG posts need to be short…so my intent is to discuss Facebook. I have written about Facebook (a venue for “social media”) on my Blog so go and read my general musings. But....as a component of a marketing plan….social media is a device or forum that wants to be on your radar screen. Here’s why:
People do business with people. So, by making regular (you decide what regular means, but I think a few times a week qualifies as regular) you begin to paint a picture of whom you are for your market (i.e. “Friends”). Now these entries should likely be a combination of professional and personal musings. Perhaps you post a link to an interesting magazine article about something relevant in your industry (business) or post a sports link (personal) you think your market might like to see. You can provide very brief updates about your work day (business) and then post a very short thought about the movie you just saw (personal).
Multi-Media. Too…Facebook is not just about text….it’s a great place for photos. You know the creative types by how often (and with what) that post as their picture…Hmmmm…time for me to change up. Maybe a few project photos as well as pictures of you and your family.
Network. Reconnecting with old friends (OK…your network) I think is fundamentally a personal endeavor. However, isn’t marketing about getting a “friend” to refer you? “You really need to talk to Dave Pray”. Facebook can be all about personal entries and just simply provide your market with top of mind awareness.
How about as a recruiting tool?
Now…..one of the big knocks about Facebook is…….Who has any time?? I suggest this is simply a learning curve. Sure…there are those who obsess and just seem to live in this world…but I think most of us either keep the page up and give it a glance or, using your iPhone, just keep track of activity while you are walking down the street….but that’s another subject!
The other night I was watching the elite 8 and a commercial came on that was a parody of Tom Cruise's Risky Business. It had Duke's Coach K, UNC's Roy Williams and Lousiville's Rick Pitino and Bobby Knight. It was just an entertaining way for Guitar Hero to promote the new Guitar Hero Metallica. It's now on YouTube. I think it's a good way to promote the new game because it was on CBS during March Madness with well-known coaches. I know for me it made me go check out the website and see what all was going on with Guitar Hero and the new games.
This wonderful gem was sent to me today by friend and marketing genius, J.J.:
"If the circus is coming to town and you paint a sign saying 'Circus Coming to the Fairground Saturday,' that's advertising. If you put the sign on the back of an elephant and walk him into town, that's promotion. If the elephant walks through the mayor's flowerbed, that's publicity. If you can get the mayor to laugh about it, that's public relations. And if you planned the elephant's walk, that's marketing."
source: Reader’s Digest
Now if that's not a great explanation of the science of marketing, I've never seen one! Thanks, J.J.!!!
Just finished up a great lunch discussion with Dave Pray. We had some very good discussion about the importance of voice and genuineness in social media.
Voice - is it authentic ... is it relevant ... is it coherent? Is it your own?
We've all seen those blogs or Facebook pages or Twitter presences with an unauthentic voice. Some owner or marketing director has hired a third-party to be the mouthpiece for the company on its social media vehicles. Guess what folks: you're not fooling any of us!
As a marketing professional, I will only coach and counsel my clients on social media in order to make them effective and self-sufficient. I will not write for them. I am not the voice, because I do not have the soul, or the perspective or the nuances of language.
In the weeks ahead, we have some new things coming up! Dave Pray will be guest authoring a blog post or two here. He has some great ideas cooking!
Also, we have rejuvenated the very popular "Great Ads" series from a couple of years ago. To date, there have been eight posts in this series. Tim, Erin and Laura are working on a few new ones. I have a great ad clipped and ready to post, too. If you want to catch up on our "Great Ads" series - by all means do! Be sure to comment on your faves.
When I saw this I could not help but to laugh! Would this really work in a real situation? Maybe not, but Canon sure does make it believable. Even if it is something that may not really keep someone out of the seat, IT IS STILL HILARIOUS! Canon has done a great job here bringing real life, "everyday," experiences together with a product inclusion as a comedic relief. You can see the product, you can see what it does, you can see how well it does it, and you can see how, in this scenario, it has become the bearer of the gentleman's burden. As it produces such crystal clear images that it has accomplished it's tasked goal; "Can't Sit There." Anytime you use comedy to advertise, and do it right ... IT WORKS! Thanks for the good advertising theme Canon, and THANKS for the laugh!
I visited the Apple Web site today to discover two words on the home page, “Small talk,” with a hand holding up a tiny silver rectangle. My initial goal flew out the window (I don’t even remember why I was visiting the Apple site to begin with.) Instead, I started to click around to find out more about this shiny new product, the newest iPod shuffle.
I already have an iPod and no need for a new one… but this little guy (and boy do I mean little) caught my attention. Not only is it the smallest music player around (the earbuds are about the same size as the shuffle itself), it also boasts the new VoiceOver feature. With the press of a button the iPod will tell you about the song you are listening to.
Sold.
I already have a fun enough time typing random phrases into text-to-speech programs… and I figure my goal will be to fill the 4GB of space with as many lengthy, foreign or oddly spelled titles as possible. (Apple claims VoiceOver will automatically select the proper language and voice for foreign titles and artists.)
I’m not one to collect tech toys, but this one really hooked me. I’m almost ashamed of myself! In 10 minutes, I went from not being in the market for a new mp3 player to pondering whether to have my name or a small quote engraved on the back of my new iPod shuffle (I chose “A witty saying proves nothing.” – Voltaire).
Apple quickly turned me from a casual browser to a customer with their innovative products, sleek design, to-the-point copy and free shipping. Now that's genius.
Hey! I'm Laura Buckalew and I'm Skip's mentee from the University of Charleston's Graduate School of Business. I play volleyball and am also a member of the women's crew team at UC. I'm also pursing my undergrad degrees in business administration and sports administration.
At the beginning of the school year we were asked to pick an area of study we were interested in and marketing is one that I really wanted to learn more about. So with Nora Myers' help she figured that Skip would be a good match for me and she was right! I'm always eager to learn new things and with Skip's help, I'm learning so much about the world of marketing! I'm excited about learning more from the blog posts and the other things Skip invites me to observe and be a part of.
Any of you with kids will understand that parents are forever purchasing batteries for toys. Recently, my wife picked up a package of D cell (flashlight) batteries for our kids' Smartcycle. (A great toy, by the way, which combines an exercise bike with video games.) When she handed me the package, I was taken aback by a bright yellow sticker (shown at right - sorry about the blurry photo). The sticker offered the following message: Rayovac Lasts as Long as Energizer.
My first thought was, How sad for Rayovac! They've had to resort to a direct comparison with another leading brand of batteries to get consumers to buy the Rayovac brand. In essence, they are advertising for Energizer on their package. Even worse, Rayovac is not offering a benefit that exceeds Energizer; they're simply saying that the Rayovac battery is equal. [Well then, why not buy Energizer? Right?]
As a brief aside, I racked my brain for associations and mental reference points about batteries. Number one - I think of the Energizer bunny, which tells me that the Energizer battery just keeps on going ... and going ... and going. So, Energizer = long lasting. That's good. Second, I think of Duracell ... "the coppertop." And I am reminded of some of the great advertising that Duracell has done in recent years. So Duracell = functional superiority that equates to trust and peace of mind. As for Rayovac, I've got nothing. I guess I would perceive Rayovac to be a third-place brand in the battery marketplace. (That's just my perception, right or wrong.)
Conversely, I can understand Rayovac's approach. They don't have much to lose. Why not go with the straightforward message: our batteries last just as long as the other brand? To their credit, it is direct and easy to understand (whether you believe it, or not). And the bright yellow sticker with the black lettering (taking from the warning sign design schema) is impossible to miss!
Probing a bit deeper into all of this, I made my first (ever) visit to the Rayovac Web site. And I found, again to their credit, that the "Lasts Just As Long As" marketing them is integrated into the Rayovac home page. And on its Web site, Rayovac adds another phrase to the message ... an important one: "And Costs Less." So let's give credit where credit is due.
In my mind, the jury is still out on this campaign. My take on the campaign is tending toward "Sad" in recognition of the desperation feel of this marketing angle. But in the end, market share will be the real determinant of the success of this campaign. We'll keep watching ... and watching ....
Let's hear from you! What do you, fellow marketing geniuses, think about this new Rayovac strategy? Is it simply sad--or smartly straightforward?
PS - Mapleonian Erin Deegan reported a very clever marketing tactic for batteries. Duracell has packaged a free set of ear bud headphones with its 8-pack of AA batteries. Now that will influence some consumer decisions, especially those younger consumers who own mp3 players.
PepsiCo is adding three new softdrinks to its portfolio as part of the company's "refresh Everything" strategy.The lineup includes a premium all-natural cola, called Pepsi Natural, to be released this month in 10 select markets, along with limited-time throwback versions in April of Pepsi and Mountain Dew. All three products will be made with all-natural sugar, and aim to take customers in a different taste direction.Pepsi has been prepping this “natural” launch since 2006 as an answer to consumers' concerns about high fructose corn syrup.
“Pepsi Natural and the "Throwback" duo give consumersthe opportunity to refresh how they experience soft drinks,” said Frank Cooper, vp of portfolio brands, Pepsi-Cola North America Beverages, in a statement. “We’re continuing to offer a variety of products across different beverage categories, with a splash of nostalgia and entirely new experiences.”
The "Throwback" idea, I don't know if I am too crazy about it. I mean it worked for Ford when they took the Mustang back a few decades in it's look and it certainly had an appeal to buyers. This is a beverage we're talking about though. People who like and buy the product, "LIKE AND BUY" the product already. Why change the taste for a few weeks. Maybe that's why it's just for a few weeks. I don't know how I feel when PepsiCo says they're offering a line of products "with a splash of nostalgia". To me that doesn't sound refreshing or desireable to stick in my mouth. How about a blast of oldness in your mouth! No thanks! Is this what the new branding and logos were leading up to? If so, then I am way more disappointed than when I thought it was just a total brand/logo overhaul.
Now for this "Natural" thing; PepsiCo seems to be trying to re-invent a "good product" into something, not so much better, but all around different! This seems to be a plan to appeal to a whole new class and life-style of consumers. With everyone scrambling to things that are more healthy and more natural, without all of the man-made additives and preservatives, this seems like PepsiCo's contribution to a new mindset of product needs. Does this seem like a good approach? Is this too risky, will it last? Will health fanatics really pop the top on sugar filled carbonated beverages and feel good about it? I've seen many beverages similar to this around trying to hone in on people who want healthy foods and drinks. They don't usually seem to be a big hit. Will PepsiCo change it all? Will it be the trademark "Natural" soda beverage that everyone will consider, or is it just another crafty mix of words on a product that is still full of sugars, albeit "natural" sugars. And what about the branding? It seems like they have taken the new brand/logos, and rather than change them, they just threw off the bad branding on another line of products. In my opinion I think we're looking at a NATURAL DISASTER!
This is just plain cool! Minni Purl is a textile artist, here in Charleston, West Virginia. I've seen and loved her work, but have never met her in person. She explains her work on this project:
Check out the newest knitting project by MinniPurl on the corner of Hale and Lee Streets. The city approved the knitting on the opposite side of the sign, so it doesn't confuse rescue workers needing street directions! Minni wouldn't want to cause accidents!! xo
(That's our building in the background, by the way.) It's things like this that make me so proud to live in a creative community!
Last month, we commented on Tropicana's packaging redesign. Some called it "generic." In fact, we questioned if Tropicana was using its new, plainer design to attempt to reposition itself downward. Now this week, as reported in the following New York Times story, Tropicana announced that it has reversed its decision (in response to consumer reaction) and has scrapped the new packaging design.
Tropicana Discovers Some Buyers Are Passionate About Packaging (Stuart Elliott, New York Times, Feb. 23, 2009)
IT took 24 years, but PepsiCo now has its own version of New Coke.
The PepsiCo Americas Beverages division of PepsiCo is bowing to public demand and scrapping the changes made to a flagship product, Tropicana Pure Premium orange juice. Redesigned packaging that was introduced in early January is being discontinued, executives plan to announce on Monday, and the previous version will be brought back in the next month. Also returning will be the longtime Tropicana brand symbol, an orange from which a straw protrudes. The symbol, meant to evoke fresh taste, had been supplanted on the new packages by a glass of orange juice. The about-face comes after consumers complained about the makeover in letters, e-mail messages and telephone calls and clamored for a return of the original look. Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.” “Do any of these package-design people actually shop for orange juice?” the writer of one e-mail message asked rhetorically. “Because I do, and the new cartons stink.” Others described the redesign as making it more difficult to distinguish among the varieties of Tropicana or differentiate Tropicana from other orange juices.
Such attention is becoming increasingly common as interactive technologies enable consumers to rapidly convey opinions to marketers.
“You used to wait to go to the water cooler or a cocktail party to talk over something,” said Richard Laermer, chief executive at RLM Public Relations in New York. “Now, every minute is a cocktail party,” he added. “You write an e-mail and in an hour, you’ve got a fan base agreeing with you.”
That ability to share brickbats or bouquets with other consumers is important because it facilitates the formation of ad hoc groups, more likely to be listened to than individuals. “There will always be people complaining, and always be people complaining about the complainers,” said Peter Shankman, a public relations executive who specializes in social media. “But this makes it easier to put us together.” The phenomenon was on display last week when users of Facebook complained about changes to the Web site’s terms of service using methods that included, yes, groups on facebook.com. Facebook yielded to the protests and reverted to its original contract with users. And in November, many consumers who used Twitter to criticize an ad for Motrin pain reliever received responses within 48 hours from the brand’s maker, a unit of Johnson & Johnson, which apologized for the ad and told them it had been withdrawn. “Twitter is the ultimate focus group,” Mr. Shankman said. “I can post something and in a minute get feedback from 700 people around the world, giving me their real opinions.” Neil Campbell, president at Tropicana North America in Chicago, part of PepsiCo Americas Beverages, acknowledged that consumers can communicate with marketers “more readily and more quickly” than ever. “For companies that put consumers at the center of what they do,” he said, “it’s a good thing.” It was not the volume of the outcries that led to the corporate change of heart, Mr. Campbell said, because “it was a fraction of a percent of the people who buy the product.” Rather, the criticism is being heeded because it came, Mr. Campbell said in a telephone interview on Friday, from some of “our most loyal consumers.” “We underestimated the deep emotional bond” they had with the original packaging, he added. “Those consumers are very important to us, so we responded.” Among those who underestimated that bond was Mr. Campbell himself. In an interview last month to discuss the new packaging, he said, “The straw and orange have been there for a long time, but people have not necessarily had a huge connection to them.” Reminded of that on Friday, Mr. Campbell said: “What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research.”
That echoed an explanation offered in 1985 by executives of the Coca-Cola Company in response to the avalanche of complaints when they replaced the original version of Coca-Cola with New Coke: Consumers in focus groups liked the taste of New Coke, but were not told old Coke would disappear. The original version was hastily brought back as Coca-Cola Classic and New Coke eventually fizzed out. (There are, it should be noted, significant differences between the two corporate flip-flops. For instance, the Tropicana changes involved only packaging, not the formula for or taste of the beverage.) An ad campaign for Tropicana that helped herald the redesigned cartons, also introduced last month, will continue to run, Mr. Campbell said. Print and outdoor ads that have already appeared will not be changed, he added, but future elements of the campaign — like commercials, due in March — would be updated. Unlike the packaging, the campaign has drawn praise, particularly for including in its family imagery several photographs of fathers and children hugging. Such dad-centric images are rare in food ads. The campaign, which carries the theme “Squeeze it’s a natural,” was created by Arnell in New York, part of the Omnicom Group. Arnell also created the new version of the Tropicana packaging. “Tropicana is doing exactly what they should be doing,” Peter Arnell, chairman and chief creative officer at Arnell, said in a separate telephone interview on Friday. “I’m incredibly surprised by the reaction,” he added, referring to the complaints about his agency’s design work, but “I’m glad Tropicana is getting this kind of attention.” In fact, Tropicana plans to contact “everyone who called or wrote us” to express opinions, Mr. Campbell said, “and explain to them we’re making the change.” Tropicana is among several PepsiCo brands whose packaging and logos have been recently redesigned by Arnell. The new logo the agency produced for Pepsi-Cola has been the subject of comments by ad bloggers who perceive a resemblance to the logo for the Barack Obama presidential campaign.
The bloggers have also buzzed about a document outlining the creation of the Pepsi-Cola logo, which appears to have been written by Arnell for PepsiCo executives; Mr. Arnell has declined to comment on the authenticity of the document, which is titled “Breathtaking Design Strategy” and is written in grandiose language. One aspect of the new Tropicana packaging is being salvaged: plastic caps for the cartons, also designed by Arnell, that are shaped and colored like oranges. Those caps will be used, Mr. Campbell said, for cartons of Trop 50, a variety of Tropicana with less sugar and calories that is to be introduced soon. During the interview last month, Mr. Campbell said that Tropicana would spend more than $35 million on the “Squeeze” campaign. Although he declined on Friday to discuss how much it would cost to scrap the new packaging and bring back the previous design, he said the amount “isn’t significant.”
Asked if he was chagrined that consumers rejected the changes he believed they wanted, Mr. Campbell replied: “I feel it’s the right thing to do, to innovate as a company. I wouldn’t want to stop innovating as a result of this. At the same time, if consumers are speaking, you have to listen.”
So, I ask you marketing geniuses: what do you think of that?
(And thanks to Maple alumna and marketing genius Emily Bennington for sending this to us.)
