The Commercial, 2.0.

August 31, 2010

Traditional ads have been replaced by smart product placement.

Red carpet dramatics not only fuel television, but consumerism. Product placement is an opportunity for smart brands to extend themselves.

The Emmy’s may be past us, but news and opinions about Sunday’s broadcast continue to catch my eye. I wasn’t able to watch the awards live, but thanks to my old pal DVR and The Fug Girls, I’m in the loop. I was both pleased and not surprised by this year’s winners; shows ranging from irresistibly entertaining (Glee) to funny (Modern Family) to very very serious and seriously good (The Good Wife, Mad Men) have TV buffs talking. But watching the broadcast — sans commercial — got me thinking that the night’s winners should’ve given a shout out to the Don Drapers and Phil Saifers of the world. Sure, it’s their directors, writers, agents and stylists that helped them earn those shiny prizes, but products and their occasional well-placement give the entertainment industry a lot of fuel. I know, I know, there’s the whole “art” thing (and who am I to question the motives of the Kardashian sisters), but let’s be honest: television and commercials go together like…radio and pop songs. And just like “Video Killed the Radio Star,” the invention of DVR, TiVO, live streaming, etc., made it pretty hard to be a commercial. It’s no wonder we see more and more product placement in film and television. Glee‘s Jane Lynch went so far as to plug Adidas (maker of Sue Sylvester’s trademark warm-ups) on the red carpet. While some of my friends find disruptions such as these bothersome, I can’t help but think that smart product placement is the new commercial, version 2.0.

Maybe I’m just blogging out loud here, but it seems as if successful product placement relies on the ABCs; it must be Appropriate, Believable and most importantly, an extension of an already existing solid Campaign.

In idea and execution, product placement has earned its bad wrap. From the painfully obvious examples we see on shows such as American Idol (Coke) and The Biggest Loser (Ziploc), to the less blatant and more realistic: an episode from last season’s Modern Family centered on the then-new iPad (Apple), and Brothers and Sisters has given Trader Joe’s brand cereal and pasta some camera time. Meanwhile, shows such as The Good Wife and Mad Men have done tie-ins with Buick and Honda, respectively. These last examples are the ones that hit home for me and my friends because in addition to being relevant to the shows, they’re believable: we want iPads, we shop at Trader Joe’s, and I can’t speak for all my friends, but if I was in the market for a new car, I could be swayed by a TV character I like. Consumers want to believe in the relevance of a product’s placement into the lives of characters they can (and sometimes can’t) relate to. But more than that, when a brand sends a  consistent message — across all platforms — it strengthens the ways in which consumers think about that brand. Does it work? My friends and colleagues at Vertical Marketing Network were split on this. TV viewers — like all consumers — are an educated and savvy bunch. Cynisism aside, though, it certainly can’t hurt.

The ABCs of product placement make for more than good marketing, they make for good storytelling. It’s no surprise that the most successful storytellers won big on Sunday night. And I wouldn’t be surprised if the brands placed within those stories win big, too.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: ivanwalsh

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Posted by JJ Nelson

The Application Situation.

August 24, 2010

Smartphone users are gaga for programs that entertain, inform.

Like the phones that run them, smart mobile applications, or apps for short, have the potential to revolutionize the way consumers live. Can your brand or business take advantage of this opportunity?

I had to see it to believe it; that’s the kind of gal I am. No, a commercial is rarely enough. The best ads — whether they be in print or on television — make us want to see a product with our own eyes, test it out ourselves. Case in point: the latest commercial from Chase, depicting a couple atop a feathery bed, still donning their wedding finest and opening what we quickly learn are congratulatory cards filled with checks. The couple playfully tease one another about their new union, as they snap pictures of the checks with an iPhone, then deposit them into their bank account with the push of a button. That’s right, the push of a button. Online banking has been replaced by bedroom banking. Or really, anywhere banking. All thanks to Chase’s mobile application, or app for short. This, I thought, is going to revolutionize the way I live. Then, I thought: isn’t that what all good apps should do?

Maybe I’m just blogging out loud, but I think smart companies keep the “smart” in Smartphone. Mobile applications aren’t just for entertainment, they can help us live better lives, too. Which begs the question: how can marketers get in on the action?

As more consumers turn to their hand-held devices for email, surfing the Internet, shopping and more, it would benefit businesses of all shapes and sizes to consider ways in which they can maximize not just their online presence, but their mobile presence. We’ve talked about ways marketers have touched the lives of their consumers via Internet gaming and social networking, and about how m-commerce is the new e-commerce; just this week I received two emails announcing mobile-friendly versions of Web sites I love (JetBlue, Sephora, I thank you). Now consider this: is there potential for your business to go one step further and create an app of your own? Chase is hardly the first to tune into the possibilities. Aside from “m-banking,” Smartphone users can check movie times and buy tickets via apps from Fandango and IMDB and they can pick up vintage wares on eBay. American Airlines and Whole Foods both recently launched apps, so you can “check in” and get dinner ideas on the go. There are even programs that help singles connect, ’cause if you heart your Smartphone, well your partner better, too.

Although research predicts gaming applications will continue to be the most successful app type of all, it seems that at the core of “The Application Situation” is how these little programs help consumers, either by entertaining us, informing us, or by providing an extension of an existing service. By giving me interesting and relevant apps, brands such as American Express, Major League Baseball, Martha Stewart and Zagat send a message that they understand me and the busy life that I live. They’re also building their brands in important, timely and exciting ways. I know I respond to businesses that combine convenience and information with cutting-edge cool. Wouldn’t you?

It’s true that new mobile applications seem to be a dime a dozen; nary a day passes without talk of the latest and potentially greatest. It makes sense, then, for marketers to engage in the conversation and even join the fun. After all, “app”-ortunities, like opportunities, should never be squandered.

Do you use a mobile app that makes your life better? Share it with us below in the comments section.
Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo adapted from: jelene and jquig99

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Posted by JJ Nelson

User Discretion Advised.

August 17, 2010

Social media is exciting and relevant, but it does have pitfalls.

It's hard to deny the impact social networking has on the day-to-day. How do we balance our private and professional lives? Moreover, should we?

My Vertical Marketing Network coworker Valerie sent a thought-provoking email recently asking, among other things, how to — and perhaps more importantly, should we — juggle our personal and professional personalities when using social networking sites such as Facebook and Twitter? Her timing couldn’t be better. Social media policy is as hot a topic as the medium itself, and everyone seems to have an opinion. I never thought I’d recall the days of Friendster and MySpace with fondness, but social networking really was easier when it was strictly social. For many professionals, especially those working in media-related fields, it’s now required business. Or, so it seems for many of my peers. Their Facebook status updates and Twitter feeds are a continuous stream of carefully-worded pitches and endorsements, so much so that I can’t often tell where their work life ends and their personal life begins. Or, is it vice versa? If it’s hard to tell, rules of engagement are probably necessary. Because if the potential risks seem high for individuals, imagine what could happen to a brand or product caught in the social media snafu. And so, a word of caution: user discretion is advised.

Maybe I’m just blogging out loud here, but it seems like we should social network with less of an emphasis on “social” and more of an emphasis on “network.” You know, that thing we do to develop contacts, hopefully to propel our own careers or the life of our business.

Make no mistake, the contacts are out there. A recent comScore study found that globally 75.8 percent of all women online visited a social networking site in May 2010; for men the number is just slightly lower at 69.7 percent. Nielsen reports that in US households, more than half of the adults online (75 percent) have at least one social networking profile. Businesses not taking advantage of this are missing a major opportunity to engage with consumers and even gain new customers. Should businesses and individuals craft the images they put forward? Absolutely! How to do this is a little more complicated, since it’s unrealistic to think individuals are not going to interact with coworkers and possibly even potential clients using these mediums, and it’s unfair to expect your colleagues to wear their work hats 24/7. For reasons such as this, I have several friends who operate two Facebook profiles, one for friends and one for everyone else, be they bosses, parents or the creepy guy from accounting. That seems a little extreme, though, not to mention complicated.

Social networking is exciting and culturally relevant, and it offers users a myriad of opportunities to exchange ideas and information. But, it’s not without pitfalls. Valerie related the oft-circulated story of a young woman being offered a high-paying tech job, only to have to offer rescinded after tweeting about “selling out for the big bucks.” I’d like to think comments like that are made in jest, but that’s beside the point. Context is often lost completely in the party that is social networking, which is why you should never put anything on the Internet you don’t want everyone and anyone to see.

There is no such thing as privacy online, and as hard as that is for individuals to swallow, it’s an especially important lesson for businesses as to why they should hire communications experts to embark on building fan pages and social networking platform voices for them. In the virtual world, perhaps more important than knowing thy self, is knowing who is representing you and making sure they are clear about the image you want to project.

Vertical Marketing Network is on Facebook, and over the next two days we’ll be posting questions relating to this blog post. We want to hear from you, so check us out.
Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: M. Keefe

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Posted by JJ Nelson

Back to Basics.

August 10, 2010

The artisan economy has been blooming for years, and consumers are responding.

What came first: the chicken or the egg? It's always a tricky concept, especially in marketing. One thing is certain, though: stories -- be they about chickens, eggs or cooking oil -- resonate with consumers.

I was at my local farmer’s market the other day, juggling a couple of ears of corn with some peaches and pint of cherries, when I stopped dead in my tracks and started laughing at myself. Earlier in the day, I’d read an article called “Artisanal America” in the August issue of Details magazine (you can read it — and you should read it — here). Part geography lesson, part satire, the article attempts to demystify what the author sees as a burgeoning nationwide movement of curated taste (I know I’m guilty). It argues that the industrial revolution destroyed our sense of scale. Explains anthropologist, author and trend watcher Grant McCracken: “The big shift from agriculture to industry exploded our sense of scale. But the digital blows that all to bits, no pun intended. That’s why we love things little and handmade—it restores a sense of scale.” It’s a good point, but I would argue that it’s not a smaller scale we want. It’s a story. And good stories — be they artisan, family-owned, grass-fed, organic, local, or even a specialty line within a larger brand — often come in smartly crafted packages.

Maybe I’m just blogging out loud here, but it seems like going back to the basics and tapping into the artisanal trend sends a powerful message of respect — for choice, for quality, even for self-expression. These are some of the most American of desires. We are, after all, the country where “you can do anything.” We pride ourselves on being unique and creative. We fiercely guard our freedoms. We like things that are authentic, and nostalgia resonates with us.

We’ve seen brands big and small — from Anheuser-Busch to Tito’s Handmade Vodka — succeed at doing this. But we’d be wrong to think the trend is all about booze, or even bake sales, although artisan breads, pickles and preserves are popular for good reason. All sorts of products can benefit from “going basic.” Vertical Marketing Network recently worked on a downright down-home campaign for LouAna oil brand. The campaign centered on a story the agency uncovered that resonated with cooks, especially Southern ones: the fact that LouAna is the oldest oil brand produced in the South. Building a story based on heritage, a new tagline was born, and the agency went on to promote it with a cooking tour that offered demos, coupons, recipes and more. The ideas are hardly new (the artisan economy has been blooming for years), but it’s a great example of how tapping into this trend and offering up something tangible — be it a coupon, product sample, recipe card or the like — conveys a desire to have consumers give your product a try. With studies showing that four out of five US adults enjoy cooking , whether it be out of necessity or for the sheer fun factor, getting a food sample (especially a truly delicious one) into the hands of consumers is the best way to get it on their tables. And getting it into their hands could begin with some smart storytelling.

Some people say we are what we eat, but I say we are what we buy. The Details piece argued smaller tastes better, and that may be true. Smaller also feels better, and you can’t argue with basic needs.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Pugnacious Spirit

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Posted by JJ Nelson

Oh My, M-Commerce.

August 3, 2010

Smartphone applications are attracting consumers in new and exciting ways.

Apps aren't just for iPhones. Marketers should take notice of emerging opportunities in the Smartphone market.

One-stop shopping. The words inspire a flutter in my heart, a sigh from the soles of my hard-working, tired feet. If I could sing the praises of any one modern convenience, it would be for stores where I can pick up a pair of fashionable sneakers and Dole bagged salad along with a few California avocados, fill a prescription and swing by the bank (even better if I don’t run into a neighbor who wants to chat about my plans for Labor Day). Never in my wildest dreams did I think I would be able to do all this…and more from the palm of my hand. Sure, home computers and high-speed Internet have made otherwise mundane errands as exciting as finding a vintage Chanel bag on eBay. But it’s Smartphone technology that’s really got a hold on me, and boy, oh boy, am I rapt. From bargain-hunting to banking to luxury shopping, new Smartphone applications are making one-stop shopping a thing of the past, if only because I can now buy on the go.

Maybe I’m just blogging out loud, but it seems like brands and businesses that don’t embrace mobile technology run the risk of being left behind. At the very least, they might be over-shadowed by more forward-thinking companies. Brand loyalty is already on the decline; products want to avoid being seen as archaic — or simply not seen.

The numbers alone are astounding. Gartner research shows that Smartphone sales were up 49 percent in the first quarter of 2010. And according to a recent study by Pew Research Center in Washington, 59 percent of U.S. adults go online wirelessly, via Wi-Fi or mobile connections, using either cell phones or laptop computers. Among cell phone owners, 54 percent used their devices to share photos and videos; 23 percent accessed a social networking site; and 11 percent made a purchase. That last number is only expected to rise. Another study by ABI Research estimated that by 2015 shoppers globally will spend an estimated $119 billion on goods and services purchased with their mobile phones. U.S. numbers are a solid example, with mobile commerce (known as m-commerce) jumping from $396 million in 2008 to $1.2 billion in 2009; 2010 numbers are projected to reach $2.2 billion.

We’ve already talked about the new face of coupons and ways in which brands are engaging consumers online. Emerging mobile technology allows businesses to take things one step further. Whether it be Smartphone applications similar to those recently introduced by eBay and Fandango (thank you, Fandango, from the bottom of my line-hating heart), incorporating WiMO technology, or something as simple as launching an SMS campaign, opportunities abound. Smart marketers will take notice and take advantage. And smart shoppers — like me — will invest in a few more pairs of pajamas, since I no longer need to run to the store.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: William_Hook

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Posted by JJ Nelson

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