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!

Earlier this month we introduced you to the RSVP model for event promotion. Here are more helpful insights for you:

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: 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.

[Originally published November 2007]

Great Ads #10 - We Can Solve It

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.

Coming Up

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.

Great Ads #1 - Mack's Earplugs

Great Ads #2 - Dyson

Great Ads #3 - Target

Great Ads #4 - Clinique

Great Ads #5 - United Airlines

Great Ads #6 - Schmitt Sohne Winery

Great Ads #7 - JET Mirage Nightclub

Great Ads #8 - Canon

The Rayovac Sticker: Straightforward or Sad?

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.

Tropicana Squeezed by Consumer Perception

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.)

Nearly More Than

Yes, I still read ad copy. Some of it is quite good. Some ... not so good.

Exhibit A-
"Over the past two years, we have helped nearly 30 clients increase ..."

Exhibit B-
"Our staff has more than 45 years of combined experience."

With respect to Exhibit A--nearly 30--is that a great number, or is it minuscule? By stretching with hyperbole to "nearly 30," it connotes a notion of inferiority. In effect, the organization is saying, "Well, we're kind of new and inexperienced. We wish we had served many more clients. But hey--30 is not so bad for a newcomer, right?" What if the copy simply said, "We have helped many clients... "?

And with respect to the other example--more than 45 years--is that relevant? Is that a sufficient base of experience? Did they consider, "Not quite 50 years?" Does the combined experience consist of one old dude with 42 years experience working with three newbies with one year apiece? And if so, how does that matter? To me, what the folks in Exhibit B are saying is, "We don't really know what you want or need, because we haven't conducted any research. Plus, we don't understand our unique selling proposition ... so we'll just add this random fact to fill up space." What if the copy simply said, "Our experienced staff ... "? What if it showed a photo of an experienced, friendly team member with a small copy block about that person's relevant experience?

Dear advertisers (and copy writers): I nearly became interested in your product, until I encountered a more than tolerable dose of hyperbole in your advertisement.

How Wordle Sees Us

Thanks to blogger friend, Bob Coffield, for turning us onto Wordle. It is a clever Web application (Java based) that maps your content. Here's how our blog looks in a Wordle:





If you're having trouble viewing this, click here.

Image is the property of Wordle. http://www.wordle.net/

Thanks to the creative folks at Wordle for bringing marketing professionals this clever new tool to help us analyze content!

Tribes and CrossFit

Quote from CrossFit member on "Why I am CrossFit:"

Never before have I been a part of something that has impacted my life the way that CrossFit has. I've played just about every team sport there is over the years, but I have never been a part of a more dynamic, close-knit, supportive, badass bunch of guys and gals as I am here at CrossFit! Everyone is so passionate about fitness and the CF way of life, and it truly is contagious. I am CrossFit because....When the workout is over and the reality of what I just went through sets in, I have a smile on my face. When the pain comes and I look around and see that I am not going through it alone, I have a smile on my face. When I post times and accomplish goals that I never thought possible, I have a smile on my face. In the evenings when I am dead tired, sore as hell, and the days events are going through my mind and I realize that I gave it 110% all day, I have a smile on my face!!

Sense a little passion in the above quote?!! We'll get back to how that relates in just a bit.

Several months ago I finished Seth Godin's latest book, Tribes. While I enjoyed the book and have tremendous respect for Seth's marketing views and business insights, I did not feel like this book was his best effort. It was well marketed and well packaged (love the dust jacket!), but the content left me feeling: "Okay, so .....?" And call me old school, but I prefer more narrative and not so many one-paragraph anecdotes or client stories.

Then, about a month later, something happened that shifted my thinking. I joined CrossFit.

Talk about a tribe... CrossFit is a living, breathing tribe! My CrossFit experience totally crystallized Seth's theories about tribes. Godin: "A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. A group needs only two things to be a tribe: a shared interest and a way to communicate."

The idea behind CrossFit and the shared interest among its tribe members is elite fitness. Everyone at CrossFit is there to learn and train (in a very unique manner) to achieve a new found level of personal fitness. Our CrossFit tribe makes great use of a very enriched TypePad blog as its forum for communication. The workout for each day is posted on the blog late evening for the coming day. I know from experience that every member of the tribe is on the site multiple times a day. A typical day's blog post will draw a response of 15 or more comments. Today, there are thousands of CrossFit members spread across six continents.

Godin: "Tribes need leadership. Sometimes one person leads, sometimes more."

The leader of CrossFitWV is Jeremy Mullins. He's the chief of the tribe. And he gets tons of support from other chieftains, especially co-founder Dr. Dan Sticker. But it was Jeremy's vision that brought CrossFit to Charleston, West Virginia. Dr. Dan is a wonderful teacher, and I really appreciate all of the registered trainers (Corey, Brooks, Scott & others on staff, who are there to instruct, motivate, encourage and lead.) Here's the clincher: every day the chiefs do the workouts along with the rest of the tribe. They suffer and sweat and bleed along with the rest of us.

Godin: "People want growth and connection and something new. They want change."

Go back and reread the opening quote from Cameron, my good friend and a beast of a competitor who's nicknamed "The Machine."

Godin: "Tribes make our lives better. And leading a tribe is the best life of all."

If you think that's hype, just check out the following quote from Jeremy, our tribal chief:

Was there ever a better time in our lives? As kids, everything in the world was perfect. I used to wake up on a weekend to watch the early morning cartoons, have a bowl of cereal or two lol, and then I’d play all day long. It was such a simple life, but it made sense and it worked. I was doing exactly what I wanted to do. It was perfect!

Until Now.....Right now is the best time of my life. I never get bored because there are always "toys" to play with, and how we play with them changes everyday. I wake up early and get to go hang out with people who are my "family." People who I feel would do anything for me if I asked. I get to watch individuals' lives change on a daily basis. I'm the luckiest one of us all...Why? Because I get to share those 5 mins after a hard workout (you know what I'm talking about here!) with almost all of you. I am CrossFit ... because I'm doing what I love to do from morning to night!

Seth, I stand corrected. You hit the nail on the head ... as usual! Thanks for capturing the essence of something so new and distinct: the American tribe, circa 2008.

CrossFit West Virginia - never have I found such a healthy addiction. You've given me a level of fitness, confidence and toughness that I've never had (and I've always been a pretty confident son of a gun!). Thank you.

Super Bowl Ads 2009- Post-Game

Finally ... a year in which the contest was more memorable than the commercials! Congratulations to the six-time world champion Pittsburgh Steelers. Yesterday evening, I solicited input on the Super Bowl ads through various social media channels. We had a blog post here yesterday asking for your reviews, plus many folks shared comments with me on Facebook and Twitter.

Relax, we are not going to tell you how or where to watch the ad replays. All marketing geniuses are way past dialed in on such matters. Instead, we'll share a quick compilation of reactions to yesterday's 62-spots-for-$206 million spectacle.

In my humble opinion, there were only two TV advertisements that caused me to shift my thinking about a product or service.

1- Audi - their ad left no doubt that Audi is back in the performance sedan category. This one had the theatrical production feel of a James Bond or Jason Bourne chase scene ... and got some adrenaline pumping (which really boosts the memorability, by the way).

2- Denny's - offered us all a free breakfast on Wednesday from 6AM to 2PM. Guarantee you there's tons of water cooler chatter about grabbing some free grub from Denny's.

Here's an ad-hoc, unscientific summary of what I heard from you and others:

Up Goes the Thumb
Teleflora - talking flowers ad succeeded in tarnishing the concept of "flowers in a box."

Bridgestone - creative use of Mr. & Mrs. Potato Head, instead of actors.


Disappointing ... to Dumb
The Go Daddy ads were "dumb, offensive and inappropriate for kids."

Budweiser ads were mediocre at best (although the Clydesdales persist)

Gatorade "G" - good get with Tiger Woods, but low-budget production ... and we cannot keep up with your perpetual shifting of product lines.

Sobe - its Lizard Lake spot was a goofy, flop. What was the message here?


Split Decisions
Cash4Gold - some felt that this ad with its repetition and celebrity endorsement (Ed McMahon, MC Hammer) was pretty effective; others hated it.

Likewise with Careerbuilder.com - opinions were split, ranging from "effective use of dark humor" to "worst ad of them all."

Cute / Funny
Folks thought that the E*Trade ads were still funny and cute (Shankapotamus!)

Many also thought the Dorito's "Power of the Crunch" spot was very entertaning.


Let's close with this concept. Advertising is and will always be subjective. We'll never have consensus on which were tops and which were flops. For now, let's just remember that the real measure of successful advertising is sales. Keep a keen eye on which, if any, of the advertisers' revenues have increased in the coming months.

What a Nice Surprise: Top 100 Business Blogs!

Earlier this month, I was notified that Marketing Genius blog was tapped for a new honor. What a nice surprise it was to be chosen by the folks at Web Design Schools Guide as one of the Top 100 blogs for small-business cost-cutting inspiration! And in a time when almost every company is tightening the belt, it is an especially nice way to be recognized. We're listed along with some great bloggers, including Seth Godin, John Jantsch (Duct Tape Marketing) and Ben & Jackie at the Church of the Customer. Check out the full list at:

Top 100 Blogs For Small-Business Cost Cutting Inspiration

"In this economy, everyone’s looking for ways to cut down, and small businesses are no exception. One of the best ways to save money in business is to examine your annual expenses and consider how you can decrease those costs. Thankfully, there are some pretty amazing resources to help you figure out new ways to do just that. Check out what we consider to be the top 100 blogs for resources and inspiration to cutting your small business costs in 2009."

Is Packaging Design Moving Down-Market?

Chatting recently with colleague Andrew Carnwath about packaging design, he mentioned the new Tropicana look. His take on the new design is that it looks less expensive now (i.e., cheaper). The conversation prompted me to take a look at Tropicana--and some broader questions.

Others have shared Andrew's observation that the new design looks cheaper. As noted by the folks at Under Consideration on their "Brand New" blog: "This new packaging feels, at best, like a discount store brand with what looks like, again, at best, rights-managed stock photography if not outright royalty free."

And the folks at Brand Curve observed that the new design looks generic, stating: "I'm assuming that Tropicana didn’t mean to turn its packaging into a generic knock-off, but that’s exactly what’s happened. They’re not fooling anyone. The cheap looking 7-11-esque packaging doesn’t make me feel any better about forking over a whole lot of money so my kids can get their Vitamin C in the morning."

To its credit, Tropicana has dealt with the packaging redesign on its Web site, providing a nifty, helpful "juice finder" application. I'll give them credit for that. Tropicana explains, "We've given our products a little love - or squeeze - as we call it. It's a new look and a new energy, but when it comes to the juice, it's just the way you like it."

In times of economic recession, does it make sense for a company to position its product line(s) as more affordable? Is it smart for a company, like Tropicana (owned by Pepsi), to use a down-market design of packaging to broaden its appeal. Perhaps they were intentionally attempting to give Tropicana a more affordable, broader look and feel. Such moves could conceivably increase sales and resonate with new market segments. Conversely, a down-market move could also backfire. The old design is shown below for your reference.

So, marketing geniuses, what do you think? Was it an intentional, strategic design move? And in the general sense, do you like or dislike the new Tropicana package design?

Coming Soon: New Advertising Campaign for Maple Creative

Wow! I am so excited. We have a new advertising campaign in the works. And it's a doozie!

I'm not saying that because it is coming from my company. The concept was not my idea. In fact, it resulted from a recent great brainstorming session that we held at Maple Creative. Sure, we are a marketing firm. Advertising is one of our strong suits, in my opinion. But this new campaign is special.

Precursor ideas had been formulating for a couple of months, and in this recent session the "Group Genius" effect produced something that I believe is truly great. We decided to focus our 2009 ad campaign on creativity. Discussing the preliminary concepts around the brainstorming group helped us to come up with a brand-new idea, one that is better than anything any one of our talented individuals could have originated. It was inspired by many people and many discussions. That's the beauty of it.

While our new campaign is strong in the idea department, that is not enough to fuel its success. It involves a layered, multi-prong strategy. This new campaign lends itself well to print and multi-media formats. It will also adapt well to social media, such as Facebook, You Tube, blogging and Twitter. Finally, it is sure to generate buzz, with its experiential "on the street" elements.

We can't wait to show it to you. Stay tuned!

PS - The book "Group Genius" by Keith Sawyer is a very good read. I am about half way finished reading it. It is great to have an enriched understanding of the process that we utilize, nurture and treasure at Maple Creative.

Creating a Niche - Toothpaste

With few, if any exceptions, every human in the developed, civilized world has his or her brand of toothpaste. What's yours?

I've been a Mentadent man for about the past 15 years. It's a happy marriage. I am not looking. And I'll bet you are not giving much, if any, thought to switching your brand of toothpaste.

Given such market conditions, how does a consumer products company sell more toothpaste?

They have to create a niche. And, out of the nothingness comes "Night Time Toothpaste."

I didn't think I needed a night time toothpaste. But Crest thought I did.

Crest didn't set out to convince me to drop my regular (i.e., daytime) brand of toothpaste. They did not attempt to out-mint or out-whiten the competition. No, they totally avoided the notion of competing along the same tired, old "battle" lines.

And indeed, that was a wise marketing decision, because I would not have switched ... and would not have done anything new. Instead, they created this new category of night time toothpaste. It's a whole new space, really.

Crest caught me off guard. I thought, Maybe I do, in fact, need a night time option. So the other day at the supermarket, I purchased a tube of Crest Night Time Toothpaste. I'm giving it a trial on the pearly white for a couple of weeks. We'll see how it goes. If just one half of one-percent of Americans do what I've done, Crest will sell a million-plus tubes of its new product. And that's a start. Those are incremental sales for Crest, in an otherwise stalemate market.

Kudos to the toothpaste marketing geniuses for creatively finding a niche and filling it!

Tis Better to Give Than to Receive

What a great, kind-hearted bunch of people! The Mapleonians pictured at left adopted a family for Christmas 2009 by way of the fine folks at the Union Mission, here in Charleston, W.Va.



Giving has always been one of our core values at Maple Creative. It feels good to know that one local family of four, down on their luck this year, will have a brighter Christmas thanks to this local "Secret Santa" program.



Pictured clockwise from lower left: Lauren Boder, Lora Franco, Clayton Ray, Carrie Bowe, Jim Nester, Marc Lewis and Justin Hylbert. Not shown are Michael Haid, Brooke Pauley, Steve Haid and Erin Deegan.



Those of you who've known us for a while will also notice that the snowflakes have returned again this year, which is another cause for celebration!



Here's one more shot of our lovable elves, hard at work (below):

Director of First Impressions? Oh, really?

Earlier this week, I had a meeting with a dear business colleague. It was my first visit to his office.

Upon my arrival, I was impressed by the unique, elegant design of this office space. It's one of those building that you pass by a thousand times but never enter. Seriously, I was "Wow'd."

Making my way to the rather impressive reception desk (i.e., hexagonal control center), I noticed an impossible-to-miss brass desk placard, emblazoned with the following title:

"DIRECTOR OF FIRST IMPRESSIONS."

Whoa, I thought. This outfit has it together. I was fully expecting to be blown away with a first-class greeting.

Instead, the middle-age lady seated within the impressive-yet-imposing reception hexagon had her head down. Her brain was buried in a spreadsheet. This lady never turned to greet me; her body was turned at a right angle to me. She was busy...too busy, in fact, to make eye contact with me. After an extended period of awkwardness, she said plainly, "May I help you?"

When I informed her whom I was there to see, without turning her head she buzzed my acquaintance on the intercom and shot me a sideways glance. Then, she informed me that "he would be with me in a few minutes."

Director of first impression? Sheesh! What a lame first impression.

Marketing geniuses know that if you are going to have a bold title like that one, emblazoned for all to see, you have to live up to its billing.

My take: the placard would have read, more aptly, "DIRECTOR OF LAME FIRST IMPRESSIONS."

The Twelve Days of Christmas - a Case Study in Repetition

Because things have been a little crazy-busy around these parts ... and in the spirit of the Christmas season ... here's a repeat of a post worth repeating.

Still not convinced that repetition matters in communication? Okay fine. Here's proof that it does. You know that song, The Twelve Days of Christmas? My neighbor-friend called me to help her family solve a mystery. They could not recall the last several verses of The Twelve Days of Christmas.

So c'mon smartypants ... what was the gift on the eleventh day of Christmas? Don't know do you? What about the gift on the twelfth day of Christmas? It's a blank, isn't it. Hey, at least you are in good company.

Think about the song for a minute. Take it apart.

The lyric about the partridge in a pear tree is repeated 12 times. It's drilled into our brains.
Two turtle doves (repeats 11 times)
Three French hens (repeats 10 times)
Four calling birds (repeats 9 times)
FIVE ......... GOLD ........ RINGS (is repeated in dramatic fashion 8 times)

I can even remember (without cheating)-- six geese a laying; seven swans a swimming. At least I think these are correct, with respect to the actual song lyrics.

Beyond that seventh verse, things get very hazy, very fast in my memory.The reason? Repetition. Repetition. Repetition.

Every time I hear or sing (sure, go ahead and cringe now ... plug your ears) The Twelve Days of Christmas several of those verses become etched into my memory banks by way of repetition. The rest of them never make it into my memory because those verses are never repeated with enough frequency.

Does your important sales or marketing message make it into your target audience's memory bank? Do you use the power of repetition to your advantage?

I encourage you to utilize repetition to get your message (your point, your brand, your benefit) remembered. Do so, and you may just be on the receiving end of those gold rings. However, if you choose to ignore the importance of repetition, you may wind up like so many of those not-so-memorable pipers or drummers.

Now... get back to your holiday shopping!

Follow-up to "The Way We Leave"

Back in September, I shared my story of how I "broke up" with my drycleaner.

Drycleaner "P" (my former drycleaner) blew it. Their lack of attention to detail, caused their quality to slip. Their front-line service personnel just were not friendly enough. I deserve someone who recognizes me and knows my name--and I used to get that at Drycleaner "P."

Cut to the chase ... and here's the news: they went out of business at the end of October. It appears that I was not the only one who quit them. Meanwhile, I am perfectly happy over at Drycleaner "G." My wife just commented on how much less we are spending on drycleaning.

Marketing genius takeaway: Never lose touch with the pulse of your customers. How much do they love you today? And how do you know this?

W.Va. Eastern Panhandle - Creative Community Under Construction

Though I have lived in Charleston, W.Va., for the past 15 years, I was born and raised in Martinsburg, a small town in West Virginia's Eastern Panhandle. Before I settled in Charleston, I lived all over the eastern U.S. (during my GE days). That gives me some perspective and a basis for comparing places. Let's compare the creative community aspects between the Capital Region and the Eastern Panhandle.

For the sake of background, let's define a creative community. This post, and others like it, is presented in support of the CreateWV initiative and the Vision Shared Creative Communities Team. Basically, a creative community has a significant presence of creative sectors of the economy, such as technology, science, research, design, entrepreneurs and professional arts. But importantly, in addition, creative communities are marked by outstanding educational institutions & programs, as well as interesting, rich and inviting "third places" like parks, museums, coffee shops and galleries. Thriving, prosperous creative communities also have strong, abundant and accessible technology networks and are tolerant in nature, accepting and welcoming all types of people. For more background, check out CreateWV.com and the CreateWV blog. And if you really want to embrace the concept, come to the Create WV Conference 2008, Oct. 20-22, at Snowshoe Mountain Resort.

Charleston is a creative community, without a doubt. Sure, it has room--and potential--for more creative growth. But there's a critical mass of creativity here. From FestivAll to Art Walk, and from the Clay Center to Mountain Stage, there's plenty to enjoy in terms of creative arts, fine arts and entertainment. But enough about Charleston. Several other bloggers will be touting creativity in the capital of the Mountain State.

Eastern Panhandle Snapshot
Let's shift our focus eastward by about 300 miles or five hours driving time. The state's Eastern Panhandle is a small, four-county region of some 175,000 residents. Geographically, statistically and economically, it is part of the huge and growing Baltimore-Washington, MSA. While Charleston is somewhat landlocked, the Eastern Panhandle lies in the midst of a very metropolitan, urbanized part of America. In fact, five other state capitals are a shorter driving distance than its own capital.

The differences don't end with geography. The terrain is different; the Eastern Panhandle is relatively flat. The media is different; the major TV networks broadcast from DC and Baltimore and the local newspapers rarely report on new from Charleston. The economy is different, too; there is no coal mining in the Eastern Panhandle. Instead of WVU and Marshall sports fandom, in the Panhandle the mantra is "Go Orioles!" or "Hail to the Redskins!"

By contrast, Martinsburg and the Eastern Panhandle is not as much of a creative community, at least not in a "boundary" sense. While there are not as many creative assets within the four-county panhandle, there are hundreds nearby. From the National Gallery of Art in Washington, to Wolf Trap (concerts and stage) in Northern Va., there is so much to enjoy within an hour's drive. Residents of the Eastern Panhandle cross borders and boundaries all the time. In fact, along one 30-mile stretch of I-81, you can cross four state borders. If you live in the Eastern Panhandle you move about--quite a bit--and things like county/state borders are less important. In that sense it's more cosmopolitan.

Building It Out
What could be improved? If I could construct a creative project in the Eastern Panhandle, I would "build" a few more quaint "third places"in Martinsburg ... maybe a place with coffee and music, an arts & crafts center (like the Lillstreet Guild in Chicago), a gallery for local artists and a high-tech incubator. Plus, I'd love to see some re-gentrification of some of the historic neighborhoods in downtown Martinsburg, perhaps some downtown lofts.

Special Place - Shepherdstown
One of the gems of the Eastern Pahnandle is Shepherdstown. This spring, I had the pleasure to spend a day in this quaint historic town. Shepherdstown, founded in 1734, is a college town, home to Shepherd University, a charming liberal-arts school. The core village in Shepherdstown aligns German Street. Many of its shops, storefronts and homes date back to the 1700's. Its picturesque beauty is highlighted by the stunning "New England-esque" chapel (former courthouse) and a centuries-old library. On top of all of this historic beauty is a palpable creative vibe.

On that warm day in late Spring, I spent hours at the Sweets Shop on German Street, working (on a free local WiFi network), sipping coffee, snacking and soaking up the creative vibe. Afterward, I browsed the village, visiting a couple art galleries, bookstores and the library. The combination of the foot traffic, college students, beauty, history and charm inspired me. In the true essence of a Creative Community "Third Place," I could have stayed there a very long time. It compelled me, and it draws me back. (By the way, Berkeley Springs is a real gem of a creative place, too, with a thriving art scene and Jeane Mozier's creative leadership.)

I still love my home region, the Eastern Panhandle. My friend and colleague, Sandy Sponaugle of Platinum PR, has the joy and privilege of living and working there. Her office is but a few steps around the corner from the aforementioned Sweets Shop and just across from that wonderful old library. I look forward to reading her perspective on the creative aspects of the Eastern Panhandle. Finally, thanks to Jason Keeling for organizing and shaping this blogger carnival in support of CreateWV and to Jeff James for his tireless, inclusive and skillful leadership of the Creative Communities Team and the CreateWV Conference.

Welcome, Lauren!

There's a new Mapleonian in town. She's a talented young graphic artist with agency design experience and a BFA from Appalachian State University. Meet Lauren Boder.

Lauren joined our team at the beginning of September and is already contributing with crisp, creative designs that help our clients achieve results. She has not yet debuted on the Maple Web site ... but that's coming soon. Welcome aboard, Lauren!