Kids at Work

Posted by Melissa in children | CSR | media | moms | Uncategorized - (0 Comments)

Yesterday was the 20th anniversary of Take our Daughters and Sons to Work Day, launched nationally by Parade.  I am fortunate enough to work for an organization that not only understands work/life balance but embraces it. To mark the occasion, we had a group of six children in the office ranging from infants to age seven. Interestingly, they were all girls.   Check out a few photos here thanks to PRWeek.

As I commuted into the city with my twin girls, many commented on the huge number of youngsters on the train.  And while Peppercomm’s group happened to be all female – as did many on the train, the majority of thosOur Kids @ Worke commenting assumed it was Take Our Daughters to Work Day.  I wondered why that was. Is it simply because more women tend to participate and happen to have daughters who join them? Or do we think that girls will be more engaged (read: behave better)?

As part of their coverage, Parade, the magazine that launched this tradition nationally, published a story about Jackie DiMarco, Ford’s lead engineer on the F-150 pickup.  Jackie happens to be a woman and have twin daughters. She uses the day to encourage her daughters’ interest in math and science, and I hope, to dispel the ongoing stereotype that girls (and women) are not as interested or as talented in these fields of work.

The article focused on her rise in this particularly male dominated field where some have assumed prior to meeting her that she would be male and others have assumed that she would be more understanding of family commitments than a male manager would. Her response? Why would you think that?

Bravo to Parade for focusing in on what continues to be an issue in the workplace even though many believe it’s not.

Special thanks to Peppercomm’s culture committee for making this a meaningful experience (and truth be told, wrangling cats!).

In love with two men – er – media…

Posted by Jessica Sieff in media - (0 Comments)

aboutyoupicThis is a tale of my love for two men. As an old fashioned journalist (despite my age), I’m almost hardwired to love newspapers. And I do. I love them. And I love Warren Buffett. I love him for loving newspapers and being one of the rare few left around here who sees the medium’s viability. In fact, if Warren Buffett is reading this – Warren, call me.

“News, to put it simply, is what people don’t know that they want to know. And people will seek their news — what’s important to them — from whatever sources provide the best combination of immediacy, ease of access, reliability, comprehensiveness and low cost,” Buffett is quoted as saying.

Everything about our lives today points in the direction of not just a trend – but an actual societal need to connect to our communities. Whether those communities are defined by a zip code or a cultural interest doesn’t matter. It seems as though we are all desperate for communication with each other and just because there are so many social media channels for this – doesn’t mean they all fulfill our needs for the information that matters most.

For communities that do fall within a certain zip code, newspapers are the source of those matters: the state of our children’s education, where our taxes go, the public safety of our neighbors. When the act of sitting down and digesting the roundup of a city council meeting is lost for good – that’s when we’ll see a breakdown of local governing institutions.

Now… I also love Patrick Cummings.

Patrick Cummings is the editor of a new tablet magazine called Evolve by Again Faster Equipment. CrossFitters will be familiar with the Again Faster brand. If you’re not a CrossFitter, you may not find this magazine of interest enough to subscribe – but the first issue is free and I highly suggest you check it out.

Evolve is everything a tablet magazine should be. It’s a blend of focused writing, strong imagery, audio and video. Read about a female athlete who is redefining strength in her community and then click on the icon to the left to hear her tell more of her story in her own voice. Read about the effects of community inspired athletics like CrossFit on the brain. Watch one athlete tell his story of finding redemption after two years in a state correctional facility.

Where Evolve gets it right is by creating a balance between the arts of letters and images. It’s a unique experience that seems made for the tablet – unlike those who are trying to adapt their current publications and end up with a scanned magazine you flip through.

Traditional forms of media can live on new digital platforms – but it takes starting from scratch with the same mission.

I can love a newspaper that smells like ink and run to my tablet when I know a certain publication is waiting for me to download the latest issue. I’m in love with two formats. And there should be more people like me, I say.

, , , , ,

Coke As Publisher? Will anyone turn the page?

Posted by Maggie in brand | food/bev | loyalty | Marketing | media | product - (0 Comments)

Seems like the term “story telling” has been the buzz word of 2012, getting tossed around like the word innovation was in 2000.  Today too many brands are looking for any way to connect with their consumer in an over-saturated and very brand-skeptical
market.  Brands can’t just push product – well maybe Apple – and assume their legions will follow.  There is a need to provide content that motivates their consumer and applies to their needs in life, their goals.  A tall order for a brand?  Well Coke thinks not.

Today, one of the most beloved brands – though plagued recently with Bloomberg’s and others bans on soda – is launching a new website transformed into a consumer publication called Coca-Cola Journey. According to Stuart Elliott’s column in today’s New York Times, the article points out that “the use of the word ‘story’ is significant because the Web site changes are indicative of the growing interest among marketers in recasting their communications with consumers as storytelling rather than advertising. Just as attention is being paid to developing content to use for brand storytelling, an appetite also exists for  corporate storytelling.”

The question remains for Coke and all brands as to whether the consumer will engage with the story and take the journey.  I think if they can create a journey with their target, rather than forcing them down the road strewn with ads and product promotions, the iconic brand has hope with its new offering.  So read on soda lovers.

Chapstick Backlash – Can’t Claim to Listen if You Are Not

Posted by Maggie in brand | Marketing | media | product - (0 Comments)

Ok, I admit it made me laugh.  And I do have a friend who loses at least one Chapstick a day, but outside of the two of us it appears the Where do Chapstick’s Go campaign has Pfizer hoping it would just go away.  Why?  They didn’t stand behind their offer to listen and they went into what AdWeek called a “social media death spiral.”

It wasn’t the semi-offensive creative that sunk the campaign (though it got folks talking), and it really wasn’t the fact that consumers don’t wonder where their Chapstick went (not a good problem solution approach).  It was the fact that they asked for our opinion and then didn’t listen.  In a world where marketing and communications has to be about a dialogue with the
consumer, this campaign opened up the dialogue and tossed it back in the consumers’ face.

As we have seen by other social guffaws this year (I won’t name them to open up old wounds), there is a right way and a wrong way to respond and listen.  Those that have done it right – and you know who you are – got through the 1.5 days of backlash hell
and have moved on to building the brand alongside their consumers.  Chapstick’s response while accurate was late.  And their removing of campaign commentary simply said they didn’t want to hear from the people they invited to the conversation in the first place.

What would Suzy Chapstick think?

Back to School

Posted by Melissa in brand | Marketing | media | moms | product - (0 Comments)

Recently I had the pleasure of attending the Word of Mouth Marketing Association’s WOMM-U conference in Chicago.  I joined several sessions on different topics ranging from content marketing tools and an approach to content creation by Second City that uses improv, to strategies for embedding social across the enterprise and various ways to drive engagement (contests, reviews, etc.).

Overall, a very interesting if somewhat predictable couple of days.  The speakers were smart, for the most part engaging and focused on topics of use for those in attendance – other marketers.  Highlights include:

  • A session on content marketing tools which played out a bit too much like a sales pitch.
  • A look into how Whole Foods manages employee ownership of and participation in social media at a local and regional level.  The approach is organic and refreshing.
  • A sweepstakes case study from Jackson Hewitt – This is how they do it!
  • An honest and engaging session featuring the Whirlpool Moms/Mom Central laundry review program (disclosure: this is a Peppercom client)
  • Finally, we listened to Paul Adams of Facebook describe five major shifts that are affecting marketing.

Interestingly, no matter what the topic the key takeaway was this: driving consideration and advocacy is still all about connections and building relationships.  We here at About You wholeheartedly agree. No matter the platform, the topic or the audience, establishing that common ground is the key to success. Now go make some friends.

BeCAUSE it speaks to you

Posted by Sara in brand | loyalty | media - (1 Comments)

Cause marketing spending continues to rise as more and more brands recognize that consumers want to support a company that does good. That’s a strong phrase and one that’s left to interpretation.
I love cause marketing and I love helping my clients find the right cause for their brand. What I don’t love is a common phrase I hear, “We want to support the right cause. But it can’t be too depressing…too heavy.”

This bothers me on many levels, and reminds me of a great blog post I read on The Huffington Post written by Joe Waters of Selfishgiving.com. Joe offers some well-aimed advice on how to choose the right cause. His point to avoid being too matchy-matchy in choosing a cause is refreshing.

And while I do think the cause should align with the brand persona and the core values of the organization, there are two things I’d like brands to also consider:

1. Look Within: The key to an effective cause program is authenticity. Sure, being authentic to the brand is important, but being authentic to the culture of the organization – which is made up of its employees – should also weigh into the decision-making process. Especially if you’re hoping this will resonate with customers AND engage employees. Prior to latching onto a cause, it’s good form to find out what your employees care about; what they want to champion and what they will rally around.

2. Don’t Shy Away from “Unpopular” Causes: Part of the definition of authentic is realistic. And the truth is that heavy and depressing things happen. It’s impossible to know exactly what life circumstances every one of your customers has experienced. But, there are a whole slew of people who would champion a brand that is championing an unpopular or heavy cause, because ultimately it’s about doing good. If that cause also happens to hold meaning with the organization’s employees, all the better.
Other CSR and cause research shows that while consumers are willing to support brands that fight for a cause, they also find it hard to understand or – in some cases – believe what the organization is doing. If more brands follow the tenets above, and the advice of Joe Waters, that tide just might change.

Visual Blast in a Glass

Posted by Sarah in brand | media | product | retail - (0 Comments)

Yesterday, Google unveiled its latest project: glasses.  But these are not just any old glasses; they are futuristic augmented reality glasses.  By slipping these bad boys on you are able to keep your hands free from technology devices like a smartphone or tablet, but still stay connected as graphics pop up on a small screen a few inches from your right eye.

Google is a big believer that technology should work for you, the consumer, to be there when you need it and get out of your way when you don’t.  With that being said the glasses have a built-in camera to record what the wearer is looking at and then uses the images to find relevant information about what is being observed, which is then displayed on the glasses’ lens. So say you head to the subway but it is out of service, you can ask for walking directions and the glasses will pull up a 3-D map and provide you with step by step directions.

Want to check in on FourSquare, Skype with you friend or take a picture of what you are currently looking at and upload to Twitter? Well, you can do that too, and you won’t have long to wait.  Google expects the glasses to hit the market by end of year and will only set you back $250-$600.

These glasses sound great and all, but when does technology become too much and, have we really become that lazy, that we would rather be bombarded by images all day than hold our cell phone? Others seem to agree, judging by the amount of spoofs on YouTube today.

Lana Del Rey – A Marketing Gimmick?

Posted by Eddie in brand | entertainment | loyalty | media - (0 Comments)

It’s hard to find someone today who hasn’t at least heard of Lana Del Rey (or her recent SNL performance). Since her first song appeared online last October, everyone seems to have something to say about the artist, becoming an internet sensation overnight. However, just as mysterious as her lyrics, there’s a lot of chatter around the artist’s authenticity, sparking a debate between fans and critics to separate fact from fiction. Is it all a marketing gimmick? And if so, should we care?

Some quick background: Lana Del Rey, born “Lizzy” Grant, is often accused of being a total creation of her management team, taking a new name, music style and image to reach mainstream adoration. Some of her harshest critics even accuse the 25 year old of undergoing plastic surgery to complete the package.

Personally, I’m a fan of Lana and her work. Between the nostalgic visuals in her music videos and her ‘Gangsta Nancy Sinatra’ style, I can’t help but want to be friends with this girl and sing along to her tunes. And what’s wrong with that? Consumers buy into brands all the time based on the lifestyle the company sells via marketing and advertising; the (mainstream) music industry is no different. For example, Lady Gaga has a similar past to Lana. Born Stephanie Joanne, the artist  looks nothing like she did four years ago, completely revamping her look and style that is adored by millions today (coincidentally, the two artists are signed under the same record label).

Following an SNL performance that many critics claimed to be ‘lackluster,’ the late-night television show aired a skit portraying Lana that raised a funny but interesting point:

“No serious musician would ever change their name, except maybe for Sting, Cher, Elton John, Lady Gaga, Jay-Z, everyone else in hip-hop, and of course, Bob Dylan.”

While critics like Jon Caramanica from the New York Times claim it’s “already difficult to remember Lana Del Rey,” it will be interesting to see what happens next in the online community. The young artist owes her quick fame largely to the blogs and social media channels where her music was first discovered and shared and I think this is where the power lies with regard to her future.

Will the majority of us embrace her much like we did with Lady Gaga, or will we be saying Lana Del Who by the end of the year? What do you think?

 

 

Did you see that commercial?

Posted by Sarah in brand | media | product | retail - (1 Comments)

It’s time again for one of sport’s most anticipated events, the Super Bowl.  While the New York Giants and the New England Patriots face off, I will be spending more time watching commercials than the actual game.  By the end of the night everyone will have picked their favorite commercials, which will undoubtedly be discussed at length while standing around the office coffee machine Monday morning.

This year, one company decided to take advertising to the next level – with an ad to promote an ad.  Volkswagen debuted a 60-second Super Bowl teaser, “The Bark Side,” on YouTube and ABC, featuring a variety of dogs barking a canine rendition of “The Imperial March.” Or, to those who are not huge Star Wars fans, Darth Vader’s theme. You may remember that Volkswagen used the same song in last year’s Super Bowl hit, “The Force,” featuring a pint-sized Darth Vader determined to mentally move his family’s car.

So, all this to sell a few cars?  Nope. According to Mark Hunter, chief creative officer for Deutsch, the agency that designed the commercial, Volkswagen was one of the only brands to pre-release its Super Bowl ad last year, coming out ahead of other brands as a fan favorite.  So this year’s pre-ad was released as a way to continue to set media trends, and it has done just that. Within the first 24
hours of its launch, “The Bark Side” surpassed 1.6 million views. Within the same time frame last year, “The Force” earned around 1.1 million hits.

Yes, they may have won me and 1.6 million viewers over with Star Wars dogs, but let’s see if their gameday commercial can pack the same punch.

2012: Keep your friends close and your enemies closer

Posted by Maggie in brand | loyalty | media | product | retail | Uncategorized - (0 Comments)

“Keep your friends close and your enemies closer…” So they say – and by ‘they’ I mean a Chinese general in 400 B.C. Well, the first part used to be easy when my friends were generally restricted to the cul-de-sac I lived on. But today some of us have a hard time maintaining friendships as we’re separated by more than white picket fences and curfews. Businesses are no different and, in fact, risk generating enemies by not paying enough attention to its friends and loyalists. But there is hope. While 2012 will continue to be a world defined by the “me” generation where consumer is king, I would recommend marketers keep these five things in mind.

(1) Venture outside

I don’t mean just out into the elements themselves, but outside of your marketing discipline. Consumers today are looking for the complete experience with brands, not just an ad or a product review. By connecting these disciplines better, brands can have a more streamlined dialogue with their customers. Oh, and taking your brand literally outside to the streets …consumers love that too.

(2) Make friends

Seriously, we should have learned this already, but it’s worth mentioning. Identify the folks who like your brand already, those that will influence and inspire others to be friends too. And remember an influencer can be anyone and everyone, so keep your eyes open.

(3) Be adventurous

With new platforms like Pinterest catching everyone’s attention, don’t be afraid to test the waters. Many brands were so hesitant to jump into consumer dialogue that they almost missed the boat. Try a test program, talk to people, and meet your customer where they live.

(4) Be specific

The average consumer is no longer content with generic marketing to the masses. Think about niche groups and create campaigns that can be catered to them. It’s not about diluting your brand message (see point one above), it’s about taking that message and listening to your audience to know how it applies to each person. Again, it’s all about them.

(5) Work with your enemies

I have honestly not focused so much on customer service as I did in 2011. Customers know they can take their issues to the masses – and often get their way. Now I am not saying these are all your enemies, but they could be. So how to stop it? Listen carefully to their problem, help where you can, make life easy for them on the other side. Customers mostly want to know that with big brands there is a person behind the curtain. It may not win them all over, but you could add a few back on your friends list.