Why I (Still) Don’t Own a Smart Phone

by Nick on Wednesday, April 4th, 2012 in brand | entertainment | product | retail - (0 Comments)

Confession: I don’t own a smart phone. I think I’m the only one in my office, and possibly in the world of PR and Marketing, who still uses a flip phone. It’s not that I don’t want one. I do. It’s not even that they’re too expensive.

The reason I don’t own a smartphone is that, every time I attempt to peruse the lovely, shiny, thin phones, I’m convinced that my service-provider has secretly entered me into a meticulously-coordinated retail version of the Hunger Games.

Upon entering, the potential customer has to sign in at the kiosk. After that, the real action begins. Angry customers ahead in line are reaching the end of their ropes, having stood around for almost an hour. Others are feeling screwed. Having entered the store with excitement about the prospect of a new shiny phone, they quickly descend into depression when extra, all-but-obligatory “options” are sold to them. The guy next to them has not purchased those options, and now has a broken phone or has gone over his monthly allotment of data thingers. Grandmothers unused to this new retail model enter the store and immediately approach seemingly-available salespersons, only to be rejected, told to sign in, and leave confused.

I want a smart phone. I even need one. This should be a win-win for me and the cell phone company. But this dance is enough to make a man leave empty-handed and call his buddies on his flip phone to meet elsewhere for drinks. Instead of models in flashy pink dresses or bold phone coverage-area proclamations, the cell phone industry should start by simplifying and improving its in-person customer service model. Do you hear me now? Good.

Cell phone store or Hunger Games scene?

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If only Jury Duty could hire a PR firm?

by Maggie on Tuesday, April 3rd, 2012 in brand | loyalty | Politics | Uncategorized - (0 Comments)

If Jury Duty was a brand, they would be screaming for help. Check out my guest blog for Steve “RepMan” Cody while he is off trekking mountains in Nevada. Las week, after the privilege of two days of jury duty, it became clear that Jury Duty was in need for some PR.

Read on…If only Jury Duty could hire a PR firm?

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Target Knows More about You than You

by Lauren on Monday, April 2nd, 2012 in brand | loyalty | product | retail - (0 Comments)

Antonio Bolfo/Reportage for The New York Times

Marketers are smart, but in some cases they are becoming increasingly sneaky. We’re all familiar with customized ad displays on Gmail, Facebook, YouTube and Hulu, for example. These sites display advertisements that relate specifically to your search history and keywords found within the content you browse. The idea here is that advertisers can target their ideal audience and consumers will watch and engage with brands that are relevant to them, rather than clicking away.

But a fascinating interview on NPR with Charles Duhigg of The New York Times uncovered some even more intrusive marketing tactics. Duhigg explained how retailers are uncovering more and more about our lives based on our purchasing patterns. This market research then informs targeted advertising and direct marketing so they can put the right information in front of you when you are most likely to purchase that product.

Duhigg explains that market research is becoming so smart, it can pinpoint more than just your likes and dislikes; it can pinpoint significant milestones in your life and take advantage. For example, market research has shown that consumers are more likely to change their brand of toothpaste when they move into a new home. Based on the type of products you purchase (moving boxes, packaging tape, storage containers, for example), a store like Target could make an educated guess that you have found a new home and then present you with a Crest toothpaste coupon upon checkout. Beyond a new home, Duhigg says that companies can also tell if you are going through a divorce or if you are expecting a baby. In some cases, they can predict your exact due date based on your online and in-store shopping behaviors.

I’m all for intelligent marketing, but this seems a bit invasive. Do you think this is smart marketing or is it crossing a line?

 

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Where Everybody Knows Your Name

by Maggie on Friday, March 30th, 2012 in airlines | brand | food/bev | loyalty | retail - (0 Comments)

Nothing beats a place where you walk in and everyone yells NORM, or in this case Maggie. But as corner bars have proliferated into chain bars every ½ mile, and half of retail therapy is done online, is it possible for any bar or brand to keep up with that kind of consumer focus?

It all boils down to the person behind the bar – both literally and figuratively. Just last week I was passing through Vino Vento (a nice stop near Gate 72 at Newark Airport). The place was its usual packed annoyance and I muscled into a bar seat just before a [pack of six showed up. Security had been a disaster and I was at the end of my rope when the bartender handed me a menu and said, “Hi. Haven’t seen you in a bit. Sauvignon Blanc? And did you get your hair cut since you went to Dublin?” I almost passed out. In a place that has very few “Norms,” this bartender remembered critical aspects of me as a customer that quickly alleviated all my frustrations and reminded me why I liked this place over the other choices in the terminal.

Now I know this is not always possible, and it may have been the wine talking, but there was something special about it. Customer relevance when promoting big brands or small still has to strive for the corner bar “Norm” feeling. If every CEO, marketing director, etc. could take a cue from Amy at Vino Vento, making consumers feel special may be easier than they think. Amy (1) listened to me last time I was in, and I mean really listened. Some brands use metrics to measure their customers rather than actually putting themselves in their customers’ shoes and experience the brand first hand. (2) She paid attention because I was a repeat customer. Brands need to look at the folks who keep coming back to their branded and identify why. Engage these people as brand ambassadors and they will spread the word. And (3) she knew my drink. Not always applicable outside of a bar, but hey it always helps.

I’ll be back to Vino Vento for sure, and will spread the word to everyone. Can you say that about your brand?

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Bravo, Mrs. Barrymore

by Lauren on Wednesday, March 14th, 2012 in food/bev - (0 Comments)

At times I have a love-hate relationship with New York. Take for example Broadway. I LOVE going to see shows but I HATE the crowds in Times Square. And even inside the theater lobby, it seems like you’re standing on the corner of 47th Street in the middle of a never-ending pack of tourists as you try to weasel your way up to concessions.

That said, I was pleasantly surprised this week when I had the opportunity to see Phillip Seymour Hoffman and Andrew Garfield (swoon) in Arthur Miller’s “Death of a Salesman.”  Prior to the start of the show, the ushers at the Ethel Barrymore Theater invited guests to place their food and beverage order for intermission in advance.  “This is completely brilliant,” I thought. So, after an emotional first act, I was able to avoid the crowds and stroll right up to the bar where everyone’s pre-orders were neatly displayed with reservation cards. Without waiting even a second, I was able to enjoy a quick glass of wine before they flickered the lights.

This might not be a hugely innovative practice, but, for this theater-goer, the Ethel Barrymore Theater left an impression.

 

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Lana Del Rey – A Marketing Gimmick?

by Eddie on Friday, February 24th, 2012 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?

 

 

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DIY Antidepressants?

by Sarah on Wednesday, February 22nd, 2012 in food/bev | product | wellness - (0 Comments)

With the economy in its current state, consumers are looking for ways to cut corners and save a little cash.  Some people cut back by shopping at thrift stores, while others trim their own hair.  So, why spend full price on medication when you can make antidepressant yogurt from the comfort of your own home?

Bioengineer Tuur van Balen has taken prescription drug customization to a whole other level for consumers, claiming that you can easily alter yogurt’s DNA to turn it into Prozac.  All you need to do is swing by your local health food store to pick up lactobacillus bacteria culture, which will cost you in the neighborhood of $15.  You will also need a few other handy tools such as DNA coding instructions, a centrifuge and an electroporator.  Follow Van Balen’s detailed online tutorial to turn your bacteria into a yogurt culture base for Prozac yogurt.

Don’t fear if you can’t afford all of the equipment; NYC based biolab, Genspace, offers everything you need to make your own yogurt.  So next time you are in the mood for some fro-yo, what will it be: a few dollars at PinkBerry or homemade Prozac Yogurt?  Enjoy!

 

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You Are Jeremy Lin

by Nick on Tuesday, February 21st, 2012 in brand | entertainment | loyalty | Sports - (0 Comments)

You’re not Jeremy Lin, you say? Ok let me back up a step. By now you’re probably aware of the spectacular rise of Harvard grad and NY Knicks’ new point guard, Jeremy Lin. Before he was passed from team to team in the NBA, he was passed over by Division I colleges for athletic scholarships. Then, when he got his opportunity with the Knicks, he made some recruiters feel pretty sorry. Essentially, Lin’s story is the American dream come true. That’s why you are Jeremy Lin. You, as a consumer, empathize.

Lin’s success tugs on the heartstrings of many demographic groups. There’s the highly educated contingent because of his Harvard education, Asian-American fans and players who don’t have an idol to look up to in the NBA, regular Americans who love a good underdog stickin-it-to-the-man story and Knicks fans who just wanted some wins (and just happen to live in a giant metropolis). And those Knicks fans have seen the Knicks brand limp along through some …er… let’s say “character concerns.” From former Head Coach Isiah Thomas’s legal issues and .456 win percentage to secret pre-draft workouts and Carmelo Anthony’s failure to deliver thus far, the Knicks brand lacked excitement and hope.

When you think about it, it’s an ideal scenario for the Knicks, the NBA and anyone whose income is dependent upon ups and downs of NBA viewership and game attendance. Is there a lesson here, though? Or, did the Knicks get really lucky by choosing a guy they probably thought was talented over another guy they probably thought was less talented?

I think there is a lesson: Brands and businesses can be made or broken by the degree to which consumers can empathize with what they buy. Whether or not that happens as a result of strategic decisions or blind luck can probably be influenced by those businesses or brands making those strategic decisions. Other NBA teams, take note: I have been practicing my free throws and can make almost 50% of them. You sure you don’t want to take a second look?

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Is your Ipad worth $2 billion?

by Jason on Friday, February 17th, 2012 in Uncategorized - (0 Comments)

This is the question Apple is charged with answering. In other words, would the iPad have redefined the mobile computing market and Apple’s bottom line as the iTablet? It certainly seems like there is something in a name.

Apple’s latest legal battle featuring a Chinese computer-display manufacturer, Proview International Holdings Ltd., as the protagonist centers around who owns the trademark on “iPad.” According to contracts and e-mails provided to the Wall Street Journal, Apple seems to have purchased the trademark from Proview for approximately $55,500 several years ago. But now faced with an imminent bankruptcy, Proview sicced its team of lawyers on Apple and are hoping the notoriously biased Chinese legal system provides an easy payday. So far: mission failed.

Now that the iPad has become arguably the most successful consumer product in the market today, Proview has set its “go away” price at $2 billion. Is the name “iPad” worth it?

We certainly spend a lot of time discussing brand equity and what drives consumers to spend their disposable income. So I started to think about why people buy the iPad. Is it because of Apple’s brand or is it specific to the iPad brand? In this case, I think its Apple’s brand. That said, they should call Proview’s bluff and walk away from the trademark dispute. Proview would end up in bankruptcy, where they belong, and there would likely be no impact on Chinese demand for Apple’s product.

If I were working at Apple, I would suggest a rebranding of the iPad specifically for the Chinese market complete with a new PR/marketing plan. New name, new public relations strategy, new ad campaign, new customers, higher demand. Take this as an opportunity to communicate directly with one of the most important and fastest-growing markets in the world by customizing the product and the company’s message.

Large, multinational conglomerates today should just say no to a generalized public relations strategy coupled with mass-marketing. Apple has the chance to buck this trend. Too often companies search for the next PR/marketing campaign that they can set to autopilot. But, more often than not, it pays to understand your audience and tailor your product and services directly to them. You might just stumble across a new brand and a stronger communications strategy in the process. I truly believe that all politics is local.

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Showing Face

by Rebecca on Wednesday, February 15th, 2012 in brand | Uncategorized - (0 Comments)

It’s one of the oldest tricks in the book. When done the right way, it can be one of the most effective ways to promote your brand. I’m talking, of course, about the spokesperson. Spokespeople come in all variations, be it the loveable, no-name brand ambassador (think the Verizon ‘can you hear me now’ dude) or one of America’s most recognizable faces (I’m talking, of course, of Jennifer Aniston for Glacéau Smart Water).

Then there are the seemingly ill-fitting spokespeople. You know what I’m talking about: the matches that make you scratch your head and wonder what both parties were thinking. I mean, did you really buy I Can’t Believe It’s Not Butter because Ozzy Osbourne told you to? And did you find pistachios more delicious because the Winklevoss twins crack ‘em like apparently no one else (bless their handsome hearts).

Didn’t think so.

For brands considering a spokesperson, here are a few things to keep in mind:

1. The brand comes first. It’s easy to be tempted by the hottest new celebrity on the scene. But just because the celebrity is a household name doesn’t mean he/she will make your brand one, too. Instead, think about the key attributes of your brand and your audience..

2. Think long term. Whether you’re looking to sign a 3-month or 3-year contract with a spokesperson, he/she will remain associated with your brand long after the paychecks stop. With commercials on YouTube, trade magazine articles archived online and social media comments galore, consumers will always remember – either fondly or with chagrin – your brand’s spokesperson.

3. Don’t just pay to play. Sticking your spokesperson’s mug on a billboard or coaching them through a few lines in a commercial may get you some buzz, but not much else in the way of engagement. When negotiating with your spokesperson, explore other opportunities to use their likeness to benefit your brand. Whether it’s connecting with fans through a Twitter party or offering a chance to win signed memorabilia, challenge yourself to optimize the relationship.
Extra tip: offering true win-wins between brand and spokesperson will also help your budget!

4. Get creative. Maybe you don’t have a multi-million dollar budget to spend on a celebrity, but don’t let that stop you from finding a great personality to represent your brand. Two of Peppercom’s clients have achieved this in two different ways. Once major consumer brand held a casting call when they were seeking a new face for brand. What they found was a talented actor who was perfect for the part – but didn’t cost a fortune. T.G.I. Friday’s was looking for a way to remind consumers that the bar is the heart of its brand, so it has developed a campaign centered around the bartenders – without focusing on just one personality – that is spreading through social media as well as paid advertising.

And because I know you’re wondering, some of my favorite celebrity endorsements include Jane Lynch for Barnes & Noble NOOK (despite being a Kindle user myself, I love how her Sue Sylvester personality dances into the spot) and U2 for Apple – cool band plus cool brand, it’s hard to go wrong.

What are your favorites?

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