Back Talk: Will Interactivity Render TV Dead?

March 8, 2011

Like the consoles of yesteryear, has traditional TV advertising gone to seed? With more screens vying for consumer attention, will the industry survive?

Smartphones are now outselling computers, and the iPad is the hottest selling single electronic device. DVRs are being utilized at skyrocketing rates, as viewers fast-forward past commercials. Even television broadcasts are directing viewers to computer screens during commercial breaks for special behind-the-scenes features and interviews (ABC drew major flack last week from advertisers for encouraging Academy Awards viewers to do just that).

Maybe I’m just blogging out loud, but where does all of this convergence leave television? Is traditional network TV advertising starting a death march, or will it always play an important role in reaching large masses of consumers?

Tell us what you think of the future viability of network television.

This week, Blogging Out Loud and Vertical Marketing Network introduce a new feature, Back Talk, and we hope it inspires you to get involved in the conversation. Marketing is a complicated and varied business, and it’s inspiring to think out loud and blog things out. So, don’t be afraid to chime in.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: kruder396

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Posted by JJ Nelson

What Marketers Can Learn From The Oscars.

February 22, 2011

Brands — like movies — aim to stand out, attract buzz and shine.

An Academy Award is the film industry's most prestigious nod, and more than 40 million viewers are expected to tune in Sunday to catch the winners. Marketers, too, can employ movie-quality magic to engage consumers.

For some, the only thing better than the movies is the awards shows that celebrate them. And with the 83rd Annual Academy Awards set to air this Sunday, Feb. 27, theaters this week are sure to be packed, as movie buffs catch the last of this year’s nominated films (the Academy isn’t making this easy since they re-upped the Best Picture nominees to 10 last year). Talking to a Vertical Marketing Network coworker this week, I got to thinking that in many ways, film fans are like your average consumer: informed, opinionated and always ready for the next big thing. ABC reported last year’s Oscars averaged 41.3 million viewers, and while that number seems almost lame compared to this month’s record-breaking Super Bowl broadcast (which reported a whopping 111 million viewers), marketers can’t deny the facts: where there are stars, there are viewers, and where there are viewers, there are opportunities to engage consumers in both classic and innovative ways. In the grand scheme of things, perhaps it’s not the awards that matter at all, but the efforts that are made for a movie — or even a brand — to stand out from the rest, to attract buzz and ultimately to shine long after the red carpet has been rolled up ’til next year.

Maybe I’m just blogging out loud, but it seems like effective marketing is a lot like movie making. Sure, everybody wants to be “the best,” but it’s more important to be memorable and “moving.”

Like all savvy consumers, film fans like to stay current, not just to keep up with the Joneses, but to have an informed opinion. Striving for an award — whether it’s an Oscar, a Reggie Award, or a ChefsBest Award — is worth our while; recognition is a good thing, as it motivates, creates awareness and just feels good. No one can deny the power of winning an award. But marketers are in the business of selling consumer goods and services; to not think beyond the immediate reward would be foolish. Thus, when creating a campaign, it’s important to think beyond industry recognition and consider the real objectives:

  • brand loyalty
  • product awareness
  • new product introduction
  • retailer support, etc.

Think less Oscars and more People’s Choice. Some may consider the latter less prestigious, but if we consider the difference between a select few judging the end product (as in the Oscars) versus the body politic (power to the people), the concept of the Everyday Consumer as Judge is a powerful one. Statistics on the matter are sadly lacking, but the theory is no less easy to grasp: of the winners of this year’s People Choice Awards for movies, very few were nominated for the industry-coveted Academy Award. Still, the names that did win at January’s People’s Choice Awards — not just in film categories, but across the entertainment spectrum — are likely to be both remembered and revered (Glee, Zac Efron, Rachel Ray, The Simpsons, and The Twilight Saga, to name a few), than say an important Spanish art-house film. Do they both serve a place in the cultural mainstream? Absolutely, because they resonate with audiences albeit in different ways. But how many consumers actually use an award as the basis for consumption? When it comes to movies, plenty. The Oscars pack theaters all year long, and then some. But in the marketing world, a good campaign is rewarded because it meets its objective, ultimately sales and profits. Yet, that’s not why consumers buy. As one film blogger pointed out, “The films [nay, products] that will be remembered are the ones that people personally enjoy, and regardless of whether it won best screenplay, or best director, there are people out there that will remember them for the enjoyment they get when they watch [or, use] them.” At Vertical Marketing Network, we couldn’t agree more. And so we applaud the creators, directors, teams and visionaries of memorable marketing campaigns, whether they’ve won awards, or not.

We “move” consumers to buy, and that’s worth its weight in Oscar gold.

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

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Posted by JJ Nelson

Think Like A Shopper: 4 Marketing Takeaways.

February 15, 2011

Contrast between consumers, shoppers seems small; but is vast.

To shop or not to shop? For most. it's not a question. Thus, marketers need to recognize the vast difference between consumer and shopper marketing.

Last week was Social Media Week, and with all the coverage Blogging Out Loud was giving the topic, I was beginning to feel like the unofficial spokesperson for it all. While Facebook, Foursquare, Twitter and the likes have seen a lot of screen time here, we’d be remiss to think marketing has been reduced solely to a virtual experience. So, it was refreshing to revisit the concept of “shopper marketing” with my Vertical Marketing Network coworkers. There’s no shortage of numbers to help marketers understand consumers, but with shoppers, things can be different. One example considers the average consumer and shoppers of pet food. They are likely to be a pretty diverse demographic, right? Now, consider the average consumer and the shoppers of high-end toothpaste, or something like butter, and we can get an understanding of how complicated shopper marketing can be. The difference between consumers and shoppers seems slight, but the range broadens when we recognize that not all consumers are shoppers, and not all shoppers shop alike. Thus, we have shopper marketing, which targets specific groups of consumers based not just on their age, education and income level, but the ways they shop. Understanding the different ways shoppers shop not only benefits the shopper (nay, consumer), it also strengthens brands and certainly benefits retailers.

Maybe I’m just blogging out loud, but it seems like marketers run the risk of being bogged down by consumer data analysis paralysis. Focusing on the shopper — even the one inside — is factual, fun and full of surprises.

Brushing up on shopper marketing gave me more than a few things to think about. Consider:

1. The basic principles of consumer marketing can be applied to shopper marketing. That is, the Four Ps: Product, Price, Placement and Promotion. Engaged marketers need to think like a shopper of a specific brand or product. What would you want? What makes you want to purchase Brand X over Brands Y or Z?

2. Shoppers are constantly being bombarded with messages to buy, whether it’s via a TV commercial, billboard, newspaper advertisement, or increasingly likely, an email or online ads. If you’re reading this blog post at the end of a day, you’ve likely been the target of over 3,000 marketing messages since waking up. What’s the difference between being an intrusive and relevant marketing message, versus being a consistent barrage of irrelevant communications? Is your brand saying something significant to your shopper demographic? If it does, great! But isn’t it more powerful when a brand’s message translates into a rewarding shopping experience?

3. Shopper marketing should be a complete package, and effective shopper marketing will engage a shopper before, during and after their buying spree. Connecting with a shopper before the point of sale could mean an informative ad, but it could also mean running a great online promotion or offering a coupon via one of those social networks I’m reporting on. In September 2010, the In-Store Marketing Institute reported 73 percent of U.S. shoppers used printable Web coupons; 63 percent used online circulars; 58 percent used direct emails from brands; 57 percent used Facebook promotions; and 53 percent took advantage of promotions via a retailers website. Engage shoppers during the shopping experience with any number of coupons or promotions, interesting displays and informative packaging. Think about the post-shopping experience: how do we make them want more?

4. In April 2010, The Retail Commission on Shopper Marketing declared “shopper marketing is the next evolutionary stage in strategic retail marketing, and a mandatory component of effective consumer marketing in general.” They also recognize that “the most essential and effective form of shopper marketing involves collaboration between retailers and product manufacturers.” How can savvy marketers facilitate this, or even be involved?

It’s a jungle out there. Shoppers have difficult — and sometimes overwhelming — decisions to make, and marketers want to aid that process while being true to their brands. Successful shopper marketing should benefit all players involved, and while we see this play out online, it’s in stores that the overall marketing experience can truly be felt.

Disconnect. Go shopping. It’s good for you.

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

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Posted by JJ Nelson

4 Ways Foursquare Can Extend Your Brand.

January 18, 2011

Social media junkies “check-in” for fun, stay for deals and steals.

Foursquare is one of roughly a dozen location-based social media networks, and on it users vie for top honors of businesses and places. They also share consumer tips, can create to-do lists and cash-in on special deals.

Being mayor isn’t what it used to be. When I boasted to a fellow patron recently of my newly crowned mayorship of our local watering hole, my pride was met with congratulations on one side and a blank stare on the other. The girl of the blank stare then confessed, “I have no idea what you’re talking about.” Not wanting her to miss out, I explained: I signed up for Foursquare for “business purposes” in November 2010, after having penned a piece for Vertical Marketing Network on location-based social media. My curiosity was piqued, if not my interest. I was afraid Foursquare would become a part of the rest, one more application or website I had to visit on a regular basis in order to keep up. Still, inquiring minds had to know how these media, which allow consumers to “check-in” via Smartphone or Internet to earn virtual badges, points and actual goods, worked. In November, I reported that Foursquare had an estimated 4 million users. One month later, I was one of a network of 5 million, and while many consumers (witness: girl of the blank stare) have yet to tune in to location-based social media, one can hardly argue it’s a passing fad. Facebook’s now famous 500 million users can use its Places feature to connect with brands and business; Yelp reports having 31 million unique visitors per month; and Gowalla, while seeming to be “the little guy” with an estimated 600,000 users, continues to win industry accolades. Social media — especially the location-based variety that encourages consumers to connect with businesses, and vice versa — continue to be all the buzz. And with three months of Foursquare under my belt, the power and pull of location-based promotions is hard to deny.

Maybe I’m just blogging out loud, but it seems like in the world of social networking more is more. Savvy businesses would be smart to emulate empowered consumers as they sign up and stimulate the increasingly active alleyways of the Internet.

Location-based social media has consumers rapt, be it for the sweet deals or the sheer thrill of competition. As I noted in November, consumers using location-based social media “can ‘check-in’ using their mobile devices and then connect with businesses, friends and even celebrities, in some cases earning ‘badges,’ points and other rewards, both real and virtual.” In all cases, users are competing for the title of “mayor” of any one business or location. Being mayor is not unlike being crowned Homecoming Queen; it doesn’t really matter, but everyone knows who you are. There are other — perhaps more important — draws for businesses, though. A friend recently told me she uses Foursquare to keep track of new restaurants and stores worth checking out. Another admitted to using the application solely to find deals and specials in her neighborhood. I found the uses for marketers impressive, as witnessed through four types of promotions:

– The First Time Reward — Welcome to Cubana Social Cafe — Half off yucca fries on your first check-in. A small, free giveaway for first-time customers is as inviting as it is enticing.

– The Keep ‘Em Coming Back Freebie — Welcome to Chili’s — Check-in at Chili’s and get free chips and salsa at every check-in. Like the name says, a long-running promotion like this one will keep customers coming back for more.

– The Sizable Seduction – Welcome to skinnyskinny — Topple the current mayor and get 30 percent off every single item in our store. A generous discount like this one, from a luxury skin-care and organics store, is the perfect balance of healthy competition and hearty reward.

– The Prime-Time Present – Welcome to Gap — Check-in at any Gap store and get 30 percent off 1 regular-priced item, and Gap will donate $1 to charity campinteractive.org. A big brand, a big discount and a charitable nod is a win-win for everyone.

With so many ways to engage consumers, smart brands and businesses would be remiss not to explore location-based promotional opportunities. So, log-in. Check-in. And — with luck — cash in.

Has a certain location-based promotion caught your eye? Share your experience in the comments section.
Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: cambodia4kidsorg

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Posted by JJ Nelson

Web Video: See And Be Seen.

January 11, 2011

Consumers use social media to share their — and your — videos.

Home movies aren't what they used to be. Websites ranging from Facebook and Twitter to Vimeo and YouTube are empowering consumers to share video content. Is your brand in the mix?

Ever notice how hard it is to turn off your inner marketer? In the waning days of 2010, it wasn’t New Year’s parties that had my mind buzzing; it was web video, and not just spots like this one, featuring YouTube “phenomenon” Keenan Cahill. Admittedly, Cahill’s videos — in which he dances and lip-syncs to popular music songs — are attention-getting. After his November 2010 appearance on “Chelsea Lately”, during which comedienne Chelsea Handler aired a clip of Cahill’s then-latest Web video featuring a guest appearance from the rapper 50 Cent, hits for said video skyrocketed from 9,000 to 3.2 million views in two days. Numbers like these are impressive, and demonstrate the limitless creativity of the consumer and reach of the medium. Even more persuasive are the statistics from the video-sharing website. In 2010, YouTube topped 1 billion subscriptions, had more than 2 billion views daily and claimed that 24-plus hours of video content was uploaded per minute. In 2011, marketers will witness nothing short of a Video Invasion, and we’re not the only ones who think so. Forrester Research has concluded that online videos are five-times more likely to get a top Google ranking over text pages, and a few weeks ago it was reported that Facebook is second only to Google in driving video traffic online. Simply put, web video is begging to be seen and heard, and wise marketers want in on the broadcast.

Maybe I’m just blogging out loud, but it seems as if there’s some “un-taped” potential in web video. With more consumers acquiring video-capable Smartphones and more social networking sites pushing video features, brands should consider how to see and be seen.

There are countless ways savvy brands can utilize web video. Some of the most obvious include making any video content they do have available online. Set up a YouTube channel, and share web videos not just on Facebook, but also on Twitter, which last year gave users the ability to view web videos in their Twitter feeds, instead of having to click through a link to another site. Vertical Marketing Network and client James Hardie proved to be ahead of the game when they asked consumers to get creative in 2009, running a contest for “Hardie Home” owners to show off their James Hardie siding by submitting YouTube videos that answered “Why I Love My Hardie Home.” Here’s how it worked:

And because I know you want to know, here’s the winning submission.

It’s as if entertainment and information have joined forces for not just the brand’s benefit, but also the consumer’s, as well. Everybody plays, and everybody wins. Moreover, marketers should also consider this: within the last few months, promoted videos on YouTube hit 500 million views. Promoted videos are exactly what they sound like: paid video advertisements, and YouTube claims that since launching them two years ago, “thousands of advertisers have taken advantage of this ad format to entice likely customers with videos about everything from smoked brisket recipes to magnetic jewelry to sneakers. Politicians and political activists have used promoted videos to argue for a proposition or against an issue. And large companies have reached wide audiences with movie trailers, recipes, and ideas for Halloween.” Not only that, but in the last year, there’s been a more than six-fold increase in the number of times viewers have clicked to watch a promoted video.

Whether it’s your idea or that of a loyal consumer, web video can extend your brand “virtually” everywhere. Go ahead: push play.

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

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Posted by JJ Nelson

3 Tips For Successful Partnerships.

December 14, 2010

Hard work, flexibility and tenacity bring smart brands together.

Joining forces with the right business -- or businesses -- can help smart brands save marketing dollars, gain exposure and establish a competitive edge. But be warned: flexibility is key.

They say “one is the loneliest number,” and a rundown of some current marketing campaigns has me inclined to agree. At first glance, partnership marketing seems like a win-win: smart brands can piggy-back on one another to gain exposure and build business; pool marketing resources; extend their reach with complimentary products; and gain a competitive edge. Talking with my Vertical Marketing Network coworker Danielle Conte, though, revealed that building a successful partnership is not as easy as it looks. Like any good relationship, successful partnership marketing requires plenty of hard work and flexibility. What looks flawless and shiny on the consumer end is the result of vast amounts of time spent by smart brands and agencies negotiating the needs of all parties involved and being creative to get those results. Simply put: while partnership marketing may not be easy, when done right, it is oh so worth it. Which begs the question: “Why go it alone?”

Maybe I’m just blogging out loud, but it seems like knowing what works for your brand or business and being able to maintain your identity while going with the flow is a sure way to make a lasting impression to businesses and consumers. Flexibility isn’t just the key to individual success, but it’s the secret to successful partnerships, as well.

Great partnerships in a variety of shapes and sizes abound. Consider the seasonally relevant product lines from Kiehl’s and modern artist Jeff Koons, which has art and beauty junkies talking and of which 100 percent of the proceeds will go to charity. Or, the fan boy’s dream: the 2011 Jeep Wrangler Call of Duty: Special Ops Edition, which saw Chrysler partnering with Activision to create a special edition SUV inspired by the popular video game. Both were released in November, just in time for the holidays. Vertical Marketing Network’s partnership for client Codemasters reached the targeted male consumers for the racing video game FUEL by establishing brand connections with demographically aligned businesses such as Alienware, Boomchair, MTV Radio Networks, Oberto and Yamaha. Using a variety of methods — from window clings and tent cards in Yamaha dealerships nationwide to in-dealer signage and online media on top gaming sites; grocery and mass channels displays; mail-in rebates; and game specific FUEL audio sounds, screen shots and video downloads featured online — Vertical Marketing Network promoted a national sweepstakes that drew 300,000 entries in three months, an adrenaline-charged success for all brands involved! None of this, though, would have been possible without considering the following tips:

1. Define Success — Know your brand’s definition of a successful marketing campaign. This is your starting point, and will guide you on the road ahead. Who do you want to reach? Media? Prizing? Find a partner who will help you achieve your goals.

2. Remain Open – Knowing where your brand stands is only half of the equation. Since partnerships involve two or more brands, you have to be ready to bend and negotiate.

3. Stick To Your Guns – It’s rare to have connections in every industry your brand is tempting to go after. Getting to the right person who can make the decision takes perseverance, and sometimes the timing just doesn’t work out. That in no way signals the end of the affair. Keep at it.

Blogging Out Loud will return on Tuesday, Jan. 4, 2011.

Until then, happy holidays and happy new year.

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

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Posted by JJ Nelson

The Feel Good Takeaway.

November 9, 2010

Cause-related marketing helps businesses, consumers give back.

While Veterans Day gives us moment for pause and an opportunity for both businesses and consumers to give thanks, it also serves as an example of meaningful and socially relevant ways smart businesses can give back.

For many, Veterans Day this Thursday signals the true beginning of the fast and furious holiday season. Halloween’s tricks and treats have vanished from markets and minds, and the coming weeks are loaded with promotional opportunities and sales: Veterans Day, Thanksgiving, Black Friday, Cyber Monday, Christmas, Hanukkah — it’s time to get your game faces on, friends. But first, let’s honor this week’s holiday with a moment of silence and with the sobriety it deserves, because while Veterans Day is a great reason to pick up that pea coat that’s finally on sale, it’s really meant to honor our military veterans. The government estimates there are 23 million military veterans in the United States, and honoring them with ceremonies and parades is the least we can do. From a marketing standpoint, it certainly makes some smaller promotions seem like an appropriate sacrifice. Earlier this year, American Airlines released two commercials honoring men and women in uniform, veterans and their families; the airline also has a military and veterans program that offers gracious perks such as priority boarding, waived fees and upgrades. This timely offer from Applebee’s restaurants honoring veterans with a complimentary meal caught my eye for being both relevant and useful, and the list of organizations through which businesses and consumers can support the troops is impressive in length. On a larger scale, Veterans Day is a reminder of the myriad ways smart brands and businesses can participate in their communities, not just by giving back, but also by acknowledging a note-worthy cause.

Maybe I’m just blogging out loud, but it seems like savvy consumers appreciate the take…and the give. In today’s marketplace, charitable causes abound, and cause-related marketing can help smart brands extend themselves in meaningful, socially relevant, and sincere ways. Truly, everybody wins.

Trendwatching.com reported on “Generation G” long before Vertical Marketing Network coined the term “Generation Q“. Whatever the letter, the lesson for marketers is consumers want more, and not in a greedy way. According to the report, there are three drivers for our need to give back:

1. Recessions inspire consumer awareness and conscientiousness — Big business doesn’t equal bad business, especially when they offer individuals watching their pocketbooks an opportunity to give and to get.

2. Consumers innately desire care and sympathy — We are, after all, human.

3. Generosity is a new status symbol — Witness: The Bill and Melinda Gates Foundation, Oprah, et al.

Brands, businesses, even individuals react to these forces by making direct charitable donations, offering up freebies to said charities and consumers, and doling out other random acts of kindness. Giving has reached such mass appeal that it sometimes feels like cause-related marketing borderline on the absurd, or “deviant,” with current campaigns auctioning off everything from body art to Lady Gaga’s underwear. While it’s true that in our saturated marketplace every brand competes for consumer attention, it seems like the campaigns that truly hit home choose causes that are relevant to both their brand and their consumers. TOMS is a visible brand doing good things for consumers and a cause; with each sale of a pair of TOMS shoes, the company donates a pair of shoes to a child in need. Huggies is currently running the Every Little Bottom campaign, which aims to provide diapers to babies in need nationwide, with a goal of donating 22.5 million diapers this year. The Huggies campaign makes great use of celebrity endorsements, social media, and brand partnering with American Greetings. And lest we fail to mention October’s Breast Cancer Awareness Month, which continually sees brands and consumers of all ages and genders sporting and supporting all things pink. As a follow-up to its recently added, location-based Places feature, Facebook has proven — once again — to be ahead of the trending curve; last week the social media powerhouse launched Facebook Deals, which allows businesses to reward consumers for “checking in” — among other things — with discounts and charity deals. For example, 24 Hour Fitness plans to donate $1 to Kaboom, a charity that builds playgrounds, for check-ins made during a designated period. McDonald’s and Starbucks have boarded the philanthropic bus, as well.

This Thursday, Vertical Marketing Network salutes our veterans and the smart brands that honor them. And everyday, we salute the businesses that blur the line between give and take.

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

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Posted by JJ Nelson

Conan Cashes In On Checking In.

November 2, 2010

Location-based social networking can help extend smart brands.

Location-based social networking is the latest "tangled web" in social media, and it's taking off. More than 4 million people use Foursquare -- one of the most popular social networking sites -- and smart brands are taking notice.

Thanks to cable network TBS, everybody’s favorite comedian, Conan O’Brien, is slated at long last to return to television screens next week on Nov. 8. While O’Brien’s departure last year from NBC had both fans and media junkies talking (“The drama! The intrigue! The politics!”), we’ve all but forgotten that debacle, thanks to Team Coco’s aggressive campaign to promote the new show — titled simply Conan – and engage fans online. When O’Brien joined Twitter in February 2010, the Huffington Post reported he had 15,000 followers within 30 minutes. Today, he has 1.7 million followers (Jay Leno, incidentally, has 93,496). O’Brien and Team Coco are also active on the other usual suspects, namely Facebook and YouTube, where fans can get their funny fix with webisodes like this. More interestingly to marketers should be the YouTube spots promoting The Conan Blimp, which launched from Philadelphia in early October and has been touring the East Coast since. Fans can track the blimp’s location via O’Brien’s always hilarious Twitter feed; but more impressively and dare I say genius, they can also use location-based social networking site Foursquare to earn The Conan Blimp Spotter Badge. Now, that’s taking marketing to a whole new level!

Maybe I’m just blogging out loud here, but it seems like smart brands need to cash in on the power of “checking in.” Location-based social networking is taking off, and as we’ve seen with The Conan Blimp, for smart brands the sky is the limit.

There are at least a dozen (if not more) location-based social networking sites, but Foursquare, Gowalla and the recently launched Facebook Places are the frontrunners, and while they vary slightly in appearance and execution, their concepts are essentially the same: users can “check-in” using their mobile devices and then connect with businesses, friends and even celebrities, in some cases earning “badges,” points and other rewards, both real and virtual. It’s equal parts chat room, game and popularity contest, and consumers love it. Politicos love it, too, as witnessed by Foursquare’s “I Voted” feature. An estimated 4 million people use Foursquare, a number that pales in comparison to Facebook’s 500 million users, but suggests the scope of the concept’s influence and power over consumers. Gowalla, while smaller in user size, still managed to nab the Mobile Award at the 2010 SXSW’s Interactive Awards, considered by entrepreneurs and techies alike to be indicative of the Next Big Thing (case in point: Twitter launched at SXSW in 2007). To boot, Facebook jumped on the location-based concept as recently as August, a move to not only compete with sites such as Foursquare and Gowalla, but to partner with them. As Vertical Marketing Network mentioned last month, “It’s a brilliant move on Facebook’s part, essentially making itself the ‘one-stop-shopping’ site of social networking and online interaction.” But it’s not just consumers, Facebook, Foursquare and Gowalla that win big, it’s also businesses, who can use these networks to — in the words of Facebook — “generate powerful, organic impressions…[while] extending your brand’s reach to new customers.”

Conan O’Brien’s in on the joke. But more importantly, are you?

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

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Posted by JJ Nelson

Right On Target.

October 26, 2010

Consumers love Target for good reason; marketers should, too.

In Times Square, Target's billboards are attention grabbing and useful, alerting consumers to new locations and designed with an urban theme.

Several times in the last week I mentioned to friends, Vertical Marketing Network colleagues and one total stranger that I was working on a piece about Target, and each time I got the same response: a genuine smile. Apparently, Target is the kind of business that makes people happy. Is it the catchy ads? The endless aisles of high-brow-designer-gone-affordable stuff? The Bullseye Dog? Maybe it’s those Facebook gift cards we’ve been talking about? When it comes to Target, there’s something for everyone. And more importantly, there’s a lesson for every smart marketer.

Maybe I’m just blogging out loud here, but it seems like Target is a perfect example of how a brand can cover its bases. From in-store to on the street, from online to on your mobile, Target is right on, well, target. Smart marketers take note.

Trolling the store’s aisles the other day for Halloween supplies (I’m going to be a pirate), the connections between Target and recent Blogging Out Loud posts popped out left and right:

  • Target is trendy. From the store’s ever-expanding fresh food department to the electronics department complete with iPad displays. It’s hard to remember a time when designers as successful and varied as John Derian, Sonia Kashuk and Zac Posen were available for the masses. For that matter, didn’t Target make Isaac Mizrahi a household name?
  • Target doesn’t just get people smiling; it gets people talking. From standout billboards to clever commercials, the brand makes a bold statement about choice, design and lifestyle that resonates with savvy consumers. Whether they are young or old, affluent or budget-minded, Target has succeeded in shedding its big-box, discount-chain skin to appeal to many different types of people, who, in turn, have rechristened the store: Tar-shay!
  • Target is everywhere. Not only does the brand have a great Web site, it also is active on Facebook, Twitter and YouTube. Furthermore, and really ahead of the curve, Target is participating in the emerging m-commerce with its own mobile app.
  • Target channels and promotes popular culture. Last year, Target partnered with M&Ms on a promotion linked to the latest Transformers movie. And the store is currently asking shoppers to channel their inner critic — a la Yelp — by awarding one lucky shopper a $500 gift card. Another case in point: the aforementioned Facebook gift cards, which the retail giant started selling last month. Similar to iTunes gift cards, Facebook gift cards — available only at Target — can be spent on applications, social games and virtual goods associated with those games. Facebook estimates 200 million people play virtual games via the site each month. Now that’s making The Social Network work. From exclusive deals to special packs, Target’s promotions stand out. Still need more proof? Check this out.
  • Target’s got kidfluence and dogfluence. Why was I surprised that among the Halloween costumes for kids big and small, there were also tricks and treats for pets? We know both are emerging markets.

As we head into the holiday season, smart brands should step up and into the spotlight — be it orange and black, red and green, lime, silver or gold. Convenience, cost, quality, merchandise; these are just part of consumer puzzle, and while many stores succeed on many different levels, Target shines by getting it all right.

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

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Posted by JJ Nelson

Trend Watching About Town.

October 19, 2010

Hitting the streets proves to be eye-opening and inspiring.

Savvy marketers know they can reach out to consumers in malls and stores, but more shopping experiences are ending with brands directing consumers online, where the experience can be further enhanced.

A few weeks back, the Director of Insights at Vertical Marketing Network, Betsy Berman, challenged me with a pleasantly surprising assignment: GO SHOPPING! No, she wasn’t implying I need a makeover. Rather, she asked me to explore the tangible marketplace versus the mobile one that I — like so many Smartphone users — have enthusiastically embraced. Savvy marketers, Betsy explained, look beyond their brands, categories and trade-specific press to gauge the cultural pulse. My challenge was meant to be equal parts marketing crash course and field trip. It wasn’t until after we hung up that I realized how unprepared I was for the task at hand. I am one of an estimated 85 percent of American adults who own a cell phone; we use them to connect, check email, surf the Web and shop. Was m-commerce, I wondered, like e-commerce before it, replacing the beloved shopping mall? My inclination was to ask the Internet, but instead I took to the streets. Sans iPod and Smartphone and any other distraction, I did what smart marketers do daily: I observed. I went into stores I would never think to enter simply to see what was happening there. I tried new things, but not everything. My trend watching revealed many new products and innovations, but it also — time and again — did the unexpected: it redirected me online.

Maybe I’m just blogging out loud, but it seems like online customer interaction is the “umami” of the marketing world. Also known as “The Fifth Taste,” it is said that “most people don’t recognize umami when they encounter it,” but it’s widely considered the secret to making food taste good. In other words, it’s the taste of an experience that remains. But first, there’s the inspiration.

To get a sense of what’s happening, I visited commercial shopping areas, but I also simply opened my eyes to the new products, advertisements, billboards and store windows that were vying for my attention daily. The dots practically connected themselves:

Retail: Does the URL at the bottom of my Sephora receipt advertising a customer satisfaction survey with free giveaway, and the new window displays for GapKids not represent the the best of both the in-person and online shopping worlds? One of the first things to catch my eye was the miniature denim giant’s display for a “Casting Call,” which directs prospective “models” to the company’s Web site, which then, among other things, directs photographers — er, parents — to the iTunes store, where they can download a free mobile app that allows users to search photo galleries, upload their own photos and even vote. When I read over the summer that British department store Debenhams was using petite, plus-sized and wheel-chair bound models, plus-sized mannequins and had banned airbrushing, I was reminded of Dove’s ever-growing Campaign For Real Beauty, which continues to catch my eye for being honest and original. As entertaining as it was to walk by a lingerie store the other day featuring scantily clad live models striking a pose for the public’s enjoyment, I feel drawn to the former advertisements, which seem to acknowledge that consumerism is as much about escapism as it is reality. I was starting to connect the dots…

Health and wellness: Speaking of reality, the second and third trends to catch my eye were at drug stores. Has anyone seen the Dr. Scholl’s Custom Fit Kiosk? No sooner had I stumbled upon it — literally — then I was on it — again, literally. Another invention that will surely draw consumers to stores: the virtual mirror, which allows consumers to sample drug store cosmetics without opening any packages. Kiosks are being tested in Walmart’s throughout the country, and are up and running in Chicago-area Walgreens stores. I have yet to try one out, but be assured, I’m on the look out!

Beauty: In the meantime, I’ve had fun playing with the latest collection from M.A.C. cosmetics and Disney. Just in time for Halloween, the make-up brand and kidspiration conglomerate have formed and unexpected but attention-getting partnership to create a line of products inspired by some of Disney’s most notorious female villains. And I thought the ever-present Halloween pop-up stores were the best holiday game in town?

From the in-store experience to the fast-emerging (and surely one day ubiquitous) QR codes to the final mention of visiting the company’s Web site, brands are excelling at getting my attention — and yours — in new and creative ways. The smartest brands capture our eyes (and other senses) in-person, and then enhance that experience with the ultimate consumer resource, or umami: the Internet. Savvy marketers recognize this, and are actively participating on both fronts. And smart consumers are reaping the rewards. This is just the tip of the iceberg! Be assured: this girl about town will remain on the lookout.

Has a recent promotion, clever ad campaign, new product or unique marketing use of technology caught your eye? Share your experience in the comments section.
Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Ivan Walsh

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Posted by JJ Nelson

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