talk

Written by Melissa Schwartz

In this day and age, technology seems to be establishing itself as the go-to medium for marketing campaigns. However, some major companies are taking an old school approach when it comes to promoting their products and services—and they are generating positive results!

Nike’s “Paper Battlefield” campaign, which consisted of a series of silk screen posters featuring and created by the top 10 teenage stars of the Nike Basketball League, just won the renowned Cannes Design Grand Prix on June 24^th.  What makes this win most interesting is that in an applicant pool consisting of over 1,100 campaign entries, many of which were touted as ‘technologically innovative’, Nike’s campaign utilized a 10^th century platform (silk screening). They were renowned “for simplicity over technical virtuosity or category-busting innovation”; according to the Cannes design jury.

Nike isn’t the first power-brand taking a back to basics approach to marketing.  In 2007, UPS launched their now infamous Whiteboard campaign, a series of commercials featuring a man drawing mundane pictures on a white board in order to tell stories about different UPS shipping options and company values. Since the commercials first aired they have received over 100,000 hits on YouTube and were even parodied by arch nemesis—FedEx.

So why are such basic campaigns generating so much consumer buzz? When companies such as CBS Outdoor are developing advertising platforms which allow consumers to connect their iPhone to a display screen via WiFi or 3G to create personalized posters, how is one guy with a pen and a white board making headlines?  I could only imagine it is at least partially due to the fact that consumers are constantly inundated with cutting edge media. Ironically, technical and creative innovation has become the norm. In an era where each design company and advertising agency are attempting to outdo one another with the most attention grabbing and novel ideas, the presence of straightforward campaigns–where the message, not the medium, is the main focus—can be relieving. Throw in the fact that in this economy marketing budgets are being cut left and right, and everyone seems to be scaling down, letting go of some of the bells and whistles associated with modern advertising may just be the way to go.

See these ads at:

http://whiteboard.ups.com/#

http://adage.com/cannes09/article?article_id=137548 

I’ve heard it stated before that the sale of “small luxuries” like lipsticks and other beauty products actually increase during times of economic recession.  It seems this is ringing especially true right now with Latinas!  Latinas are more image conscious than non-Latinas in that 57% (compared to 42% of non-Latinas) said that they do “whatever it takes to look younger”.  In fact, Latinas are actually spending more than women of other races in the clothing, footwear, accessories and make-up departments!

Some cosmetic brands (Sephora, Clinique, L’Oreal) have already foreseen the great buying power that the Hispanic community presents and have expanded their line of products to incorporate more appealing options for Latinas.  Also, and possibly more important, these products live alongside and often in conjunction with their general market counterparts.  By doing this, these brands are actually creating a sense of acknowledgement amongst Latinas.  And being that Latinas are brand loyal consumers, I think it’s safe to say that no brand can afford ignoring them!

Experience leads to understanding.
Understanding leads to insights that can’t be learned in a seminar or from a book.
There is much talk these days about how the insight gained from ones colored life experience, adds to the understanding of a multicultural society.
I speak candidly of the discussion surrounding Judicial Nominee Sonya Sotomayor who enjoys a quick wit, a sharp mind and an honest tongue; all traits praised in Caribbean culture. It is ironic how her ethnicity not only influences her perception; it may be misleading how she is perceived, especially by those who do not understand her culture. The fact that she is so misunderstood gives credence to the argument that there is a large segment of the population that just “doesn’t get” multicultural.
The funny thing is that Sotomayor’s perfect English her credentials and her judges trappings leads this segment assume she should behave according to the protocol for women of their ethnic backgrounds, a stark contrast to the ones she grew up with. Aside from being female, Sotomayor might have little in common with a demure southern belle, or a housewife in the Hamptons.

One’s life experience for better or worse will always inform ones perception.
This only becomes a liability when one is not in touch with this fact, and assumes that everyone should share his point of view.
I think it’s noteworthy to be able to admit that our experience, ethnicity, religious upbringing, and our gender influence our perspective.  We do our best to look beyond that as necessary especially when trying to understand others, and leverage it when the time is right. Often enough this honest acknowledgement of our own colored lenses gives us extra motivation to get to know how others tick. It is this honest search that is to be valued in marketing as well as on the judicial bench. Taking no opinions for granted, making no assumptions, we are best armed to search for truth.

America’s Needle has Permanently Shifted.

We are not the United States of 15 years ago, and never has this been more apparent than in the election of our new president. Barack Hussien Obama represents everything that is different about our new America from the inside out. Younger than most of his predecessors , half black, half white, raised between Hawaii, Kansas and Indonesia - his complete profile could not be more different that those of Presidents past. His election and his cabinet nominees send a clear message for brand managers across the nation. Today’s mainstream market has fundamentally changed. It looks, thinks, and responds in a way that is completely new. This has been extremely hard for most traditional marketers to grapple with; and though it has led to much speculation, few have managed to plan and capitalize on this new American psychology. Those that have such as Obama, Nike, Apple, and others continue to reap enormous benefits.

It’s safe to say that the speed at which technology and media have been evolving have made us a more informed people with easy access to information in our language from around the world. The gadgets and widgets that keep us plugged in have made us avid yet selective (and  often critical) consumers of information. It has also made us a more empowered consumer, as platforms such as cnet, amazon, youtube, google groups, social networking sites and others allow us to complement or criticize brands and products as we see fit. With one click we can spread the word good or bad whether companies like it or not.

At the same time, immigration and globalization have changed our inner composition as a country and our exposure to other cultures abroad. With the entry of so many peoples from Latin America and Asia the apple pie of America has slowly evolved into more of an exotic fruit salad; richer in color and taste. As a people, Americans have a more global sense of self; what used to be patriotism to country alone has evolved into a loyalty to planet, and the world as a whole. This is what is causing the great leftward shift that has our conservative republican party flustered. Country First is not as relevant as People and Planet First.

continue reading “The Needle has Shifted”

By now I’m sure we’ve all heard of the Swine Flu epidemic which has been creating media frenzy for the past 2 weeks. IF you have not heard of it, frankly I’m a little concerned for you, and not because of the threat Swine Flu poses. In light of the current outbreak I have been stocking up on Purell these days but that is as far as my preventative measures have taken me. However, others are taking it to a bit more extreme measures… I give you the Flu Fashion Respirator Mask! They look like the surgical masks you would find in a drug store just wrapped in “stylish” fabric. The collection includes bandana prints, tie dye and of course what line would be complete without animal prints?! I haven’t been fortunate enough to see anyone sporting these on the streets of NYC yet but I’m sure it’s only a matter of time!

New grads have it tougher now than those in years passed considering they are often up against their industries experienced and well-established professionals. Another contributing factor making their search more difficult is that there are simply less jobs since fewer companies are actively hiring.

Job placement expectations for the Class of 2009 have dramatically decreased compared to those of the 2008 graduating class. In fact, companies are forecasting to hire 22 percent less graduates this year than they did last year. During the spring recruiting session alone, over 20 percent of employers were not expecting to be hiring at all.

As for those graduates fortunate enough to secure a new position they face still another obstacle. Salaries have flattened. This year, graduates holding a bachelor degree are bringing in just about $50 more per year on average when compared to the class of 2008.

It is interesting to note, however, that college recruiting is still a very valuable resource to employers searching for new-hires to fill entry-level positions; despite the overall decline in job opportunities. 44 percent of entry-level positions were filled by college recruits in 2008 which was up 9 percent from the year before. Having said that, grads remain fairly optimistic in the face of our nation’s economic outlook. 53 percent of respondents polled stated that they were confident they would be employed within three months of graduation.

Just because finding a job is more difficult in the current market, it does not mean it’s impossible. Those that take advantage of internships will be at an advantage for sure. There are some experiences that can not be taught, even at the best College or University. It’s these “real-world” experiences that can sometimes make all the difference in securing a new position. Grads should leave their comfort zone and accept that they will have to do jobs/tasks that they really don’t want to. And those that consider it a stepping stone will have nothing to loose and everything to gain.

Innovative thinkers will also be prime candidates to receive job offers. And who has newer, fresher ideas than those new to the field? Recent grads aren’t yet “set in their ways” as some experienced professionals may be. They are more easily adaptable and open to change, because after all, everything is new to them. They have taken the best of what their mentors, professors and peers have offered them. It is through this exchange of ideas they mold their own style.

Although there are definitely less job opportunities within the current market and the search will be difficult to say the least, recent grads should remain positive. They are the future leaders of their fields and employers that understand and respect that will be all the better for it.

Private label is growing. Walmart, Target and Safeway and even 7-11 are just a few of the big guns that have invested heavily into their own store brands. These labels are differentiated and taste good. Gone are the days of cheap black on white packaging or a lack of cache associated with a store brand – today, in the age of a recession – private label is de rigeure. These products deliver on functionality and are now building emotional ties with consumers during a difficult time. What implications does this phenomenon have for mainstream brands – can mainstream brands remain competitive throughout the recession and thereafter?

Mainstream brands are eroding but will never go away they are simply being redefined to include brands that have not traditionally been well promoted. This is a fight for share of heart and private labels can use these tough economic times to its advantage touting value in product quality and in price. What is deemed an acceptable brand will be those that deliver on the brand promise and in the case of packaged goods, quality, taste, performance. We are moving towards the mantra of if it’s good they will come. New emotional ties will be developed with these private label brands and mainstream brands will have to try harder to retain that emotional connection that sacrifices price for perceived value and differentiation. Since private label brands are now about more than simply price, there is emotional resonance and loyalty.

The good news here is that the renewed acceptance of private label brands will push mainstream brands to keep it honest and to stay on the forefront of innovation in order to justify price differentials. This increased competition for share of wallet and mind will ring with greater authenticity and values for consumers.

Creativity was celebrated throughout the first week of April in Geneva during their annual International Exhibition of Inventions. Inventors from 45 countries around the world showed up with hopes of having their inventions picked-up by investors/ manufacturers.

Some of the featured inventions included spring-loaded high heels which act as tiny shock absorbers to make walking more comfortable, a totally “hands free” computer mouse, an electronic device which protects infants from sudden death during sleep, as well as a watch the can shoot out pepper spray to evade attackers (or can be filled with medicine cartridges for asthmatics).

It’s been said that recessionary periods inspire creative thoughts. Makes sense considering we must learn to do more with the same or even less resources than before. In fact, many products we are familiar with today were actually created during the Great Depression. A few of these inventions that have withstood the test of time include:

• Electric Dry Razor (1929) Jacob Schick, an army vet, was tired of lathering up to shave in the  frigid temperatures of Alaska, where he was gold mining so he developed a way for a dry shave

• Supermarkets (1930) King Cullen Supermarket which opened in Queens, NY was the first to offer a large layout, variety and discounts all under one roof

• Cotton Tampon (1931) Although tampons have been around since at least ancient Egyptian years, Dr. Earle Cleveland Haas was the first to develop cotton tampons based on the cotton plugs used during surgeries

• Laundromat (1934) So many couldn’t afford the luxury of an electric powered washing machine at the time so J.F. Cantrell, realizing this, bought four machines and installed them in the same building and then charged customers by the hour to use them

• Chocolate Chip Cookie (1934) Was “accidentally” created by Ruth Wakefield, owner of the Toll House Inn, a very popular Massachusetts restaurant. (The story of their creation varies)

• Monopoly (1935) The most played board game in the world as well as the most commercially successful board game in US history

I wonder what life changing inventions will be born out of our current economy?  Will shock absorbing stilettos be the hot new item? or the spraying James Bond-like watch?  I’m not so convinced that these products possess that same “timeless quality” as those outlined above but I guess only time will tell.

Somebody is reading too many blogs written by the wrong people because there have been so many rumors about the impending death of television ever since people began getting the internet in their own homes. The word “convergence” became popular in the 90s and while it isn’t being used all that much anymore, a lot of ink and many more electrons have been spent on how everyone is watching more online video than TV programs.

As George Bernard Shaw might say, Poppycock and balderdash.

The latest Nielsen reports indicate that people of all ages are watching more television rather than less. In Q4 2008 monthly hours for traditional television viewing averages at 151, with age variances. This is a 3.4% increase Q4 2007. DVR playback time has also increased a whopping 24% but…. only from 5.5 to 7.2 hours. Internet video streaming and mobile device viewing are even smaller percentages of the total:

**Includes home and work.

Traditional television viewing – live as it airs – hasn’t died and it won’t as long as there are programs that demand immediate or ongoing attention. Recent Nielsen reports point to the low DVR playback rates of competition programs, sports, and news and Spanish-language novelas, the latter of which claims only 2% of its viewers via DVR. If all these viewers were migrating to their computer screens to watch their programs, there would be far fewer large screens being sold and a substantial decline in cable and satellite penetration.

This is also not happening due to media multi-tasking and what Mike Bloxham of Ball State University calls “platform promiscuity.” People are using the different screen media for different content and only 3% of all online adults would want to disconnect their cable or satellite services to watch video exclusively online. At this time you can’t browse the internet and watch a Frasier episode on the same screen; those who remember WebTV will recall how slow the experience was. How much better is it to surf on a separate screen for information while watching Discovery’s Shark Week on one’s TV screen which would be larger and probably have better speakers?

Computers and mobile devices are typically used for video snacks like YouTube clips, news, and sports updates rather than entire entrees like full TV episodes or movies. According to comScore, mobile devices are often used during otherwise idle time spent away from home: 25% of users view content in between other daily activities, like commuting or standing on line at the post office. Long-form viewing is not currently practical due to the inability to pause and resume, but why would anyone prefer to watch a movie in 5 or more segments during the course of the day?

Event films and major sports events like the Super Bowl will never be viewed this way. Super Bowl and Oscar parties are now a well-established American tradition and some classic films will still be shown on their regular holiday schedules each year for family viewing. Media Nerd isn’t religious, but would regard viewing The Ten Commandments on a tiny screen as nothing short of media sacrilege.

So the next time you read about the imminent death of commercial television in relation to any other media use, ask yourself who and what you’re reading. Unless the article is quoting actual statistics by reputable researchers, regard it as the author’s opinion… or wishful thinking. Movies didn’t die when television arrived on the scene; they merely evolved to better differentiate themselves and their related experiences. Television is now facing that challenge and it has too much invested to not meet it.

Although the economy is looking pretty grim these days, consumers’ satisfaction levels are actually on the rise.  And amongst the happiest of this group- retail shoppers.  Last quarter the ACSI (American Customer Satisfaction Index) recorded its first increase in well over a year!

Where’s the sale?

Well… just about everywhere from Wal-Mart to upscale boutiques on Rodeo Drive (who, by the way, swore they would NEVER offer discounts because that doesn’t sit well with their image) are regularly marking down products by as much as 80%.  One such boutique owner recently sold $1800 shoes for $245 a pair even though they cost her $800.

Can I have your email address?

Giving out my address was once a very selective process in which few made the cut. I was almost annoyed when cashiers would ask for it at the check out.  Now?…I’m on the mailing list to basically every store I shop in and my inbox is flooded with coupons! And they are actually useful and offer substantial savings most of the time, which keep me happily going back for more.

The Customer is always right

So what about the days when you walk into a store and employees are on their cell phone or chatting with a group of friends and they actually get pissed when you interrupt them for some help. (I’m sorry I thought you were there to WORK)  Those days, for the most part, are a thing of the past.  Employees are actually scared of losing their jobs.  It’s understood that they can likely be replaced with ease. And as a result customer service is priority.

For many shopping has served as a form of therapy in relieving stress.  And now we don’t have to feel quite as bad about handing over our hard earned cash.  Stores are really fighting to keep us coming back.  They are offering more incentives and more personalized attention.  Considering all of the above it makes plenty of sense that we as consumers are now happier in our shopping endeavors.