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Grrrrrrrrrrrrrrrrrrrrrrr…..

DATE: June 8th, 2012
POSTED BY: Gayle
CATEGORY: advertising, brand development, communication, fundraising, marketing, passion, sales, tips for increased revenue

I really shouldn’t have a growl in my head on a Friday afternoon. The sun is shining. It’s moments before the weekend. And I had great conversations with clients all day.

Well, except for one.

One of the most challenging thing an agency faces is the expectation of instant expertise. Questions like: “Can you guarantee that the social media strategy will increase revenue by double digits?” Or “We went to a lunch about social media. You know, it’s free. I have a nephew that needs a summer job, we’re going to have him fool around with it.”

I have no doubts that social media CAN influence sales. And you may just have a nephew that’s a child wizard… but, in my experience, you what you pay for.

Social media has great influence. BUT it is not a singular activity.

Social media is digital PR with the added twist of being driven by the customer. Few companies are daring enough to risk their well-honed (and expensive) brand on expressions their customers make on twitter, face-book and pinterest.

In the last three years, social media has taught some excellent lessons.

1. Loyalty is driven by brand experience.

Be careful about implementing ideas that are not directly focused on your specific brand. Let’s take the Pepsi Refresh campaign. One could argue that the campaign was based on Pepsi’s commitment to community. It’s even in their mission statement. But their marketing team had their head in the stars of social relevance. They should have studied Coke’s I’d like to teach the world to sing… campaign. Famously striking — and unable to sell Coke. Polar bears, drinking ice cold Coke with their friends at Polar bear parties a give a much stronger message of cold, fun, thirst quenching. which is, after all, why we drink Coke.

The Pepsi Challenge had more than 3 billion impressions. Three BILLION people played around on their site. Three BILLION people saw the Pepsi logo and thought… wow, isn’t Pepsi doing a good thing.

Unfortunately, those three billion people did not change their drinking habits.

In the end, overall sales during the campaign slid by 0.3% and market share went down by 4.8%. The campaign was a bust.

2. Opening the door to social media allows customers (and donors) to rant.

McDonald’s conjured an amazing campaign. Using #McDstories, they built a social environment where customers could talk about their experiences at McDonald’s. Jordan Bitterman, senior vice president and social marketing practice lead at Digitas said, “The conversations took a U-turn and attracted critical tweets about horror stories of McDonald’s instead.”

Oops!

Be careful. When you open the door to customer comments, they will tell you what they think.

3. Social, when augmented by celebrity can get the word out.

Double lung transplant patient Helene Campbell attracted a lot of attention for organ donations when Justin Bieber picked up her story and his 23+ million followers got on the band wagon. Ellen picked up Bieber’s tweet and her 11+ million followers got on board.

The power of the social media presence is in Bieber and Ellen and the sheer numbers of followers they influence. Measurable results are difficult to pin point, but organ transplant organizations had a day in the social media buzz. They will be able to spin some benefit from it.

I am excited about the possibilities of digital.

But let’s not forget the power of messaging. As marketing professionals, it’s our job to position the product or service in a way that the audience is totally immersed. It is our job to position for increase revenue — not buzz. Getting the buzz is much easier than increasing revenue.

As technology continues to evolve, we must flex with the our learnings. I was delighted to read that McDonald’s took their experience seriously. Instead of halting the comments and trying to subvert the negative messaging, they began to talk to their customers.

Social media opens an entirely new door for companies and organizations to let their loyal customers and clients speak honestly and openly. It’s a bit of a risky thing to do.

I look forward to the adventure of maximizing the power of technology…

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Branding Renewed?

DATE: May 15th, 2012
POSTED BY: Gayle
CATEGORY: advertising, brand advertising. interactive web. web development. new technology., brand development, design, direct marketing, fund raising, fundraising, marketing, non-profit marketing, passion, product development, writing

Sir James Dyson, the knight of the 21st century vacuum, insists that branding is an outdated and ineffective idea. He says: “We’re only as good as our last product.”
This started a mild stir in the marketing world — after all, agencies are propelled by the energy and revenue perpetuated by branding exercises. Forbes countered with: “brand is really communities of people who share approximately the same values and like to feel they belong together.” Nike, Coke, Apple, Mazda… all have excellent brand communities.
But I don’t want to discount Sir James. Because without the running shoe, brown fizzy water, computer or car there is no appeal to the brand. I think Dyson has exposed the fallacy of brand being an ethereal instinct.
Brand starts with your product. It’s built on a strong benefit statement that catches the attention of your audience. You don’t build a brand around an icon — the icon is built for the product.
Let’s talk about non-profits for a minute.
World Vision, in Canada, has more than 500,000 families committed to sponsoring a child in a developing country. While they use an integrated platform to acquire new donors, their star is TV. They built their presence by selling their product (child sponsorship), not by producing brand based advertising. Their brand-direct approach has paid off… they raise over $400 million annually in Canada.
Attempting to build brand without a relevant product will end in a weakened brand. Brand strength comes from understanding your audience, building personality around your product and maintaining consistency around all aspects of story telling.
A young writer called the other day. She was a little frustrated because the designer for their team was constantly looking for new ways to present the graphics. She struggled to offer insight from the material she wrote. She also struggled to write “different”.
I think that’s an inherent struggle in marketing.
You see, writing differently and applying new creative approaches aren’t the point. A strong marketing team does not make decisions from artistic approaches — it makes decisions that line up with marketing success and maintain the brand fabric.
We had a client that insisted a marketing package use a rose coloured font. She loved that dusty rose colour. We tried to talk her out of it. First of all, it was a direct marketing piece sent largely to seniors. The rose colour made it almost unreadable. Secondly, the colour had no authority in their brand package. The package was an epic failure. Fortunately, we never have to do that again (for that client).
Choosing graphics, colours and copy because you LIKE them is courting disaster.
Kevin and I were challenged by World Vision to produce an acquisition package that would beat the leading package. Kevin design this horrible looking Valentine’s Day piece. Well, I thought it looked horrible. It seems hundreds of thousands of other women loved it — as it became our second top performing piece.
My preferences simply don’t count. The numbers count.
Brand, built into direct marketing principals, is hugely successful. Direct marketing is a disciplined marketing science designed to get results. Brand is purposefully positioned to build communities. Used together they are powerful marketing tools.

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E-Reading

DATE: May 5th, 2011
POSTED BY: Gayle
CATEGORY: advertising, brand development, design, marketing, product development, sales, technology

Almost everyone I know insists that they will never give up the paper back. The luxury of a tub full of bubbles, a glass of wine and a good book is etched into our brain and gives us images of ultimate relaxation.

When I won an e-reader in the early days, my friends were curious how I would respond. I read 2 to 4 books a week. I love fiction and learn many truths from the books I read. After all, the writer is the ruler of our society (Shelley — if you’re not into literature).

Barefoot is experimenting with new technology. We believe that the tablet represents significant changes in the way we work, play and relate. We can’t predict the crooked path the development of these changes will take, but we are doing all we can to open our minds to finding new ways to communicate.

So we have invested in a few of the new tablets. I have to agree with Amy Lee from HuffngtonPost who believes the e-reader is on its way out. The tablet is just a much better experience. I was a little worried about glare, but last weekend when the sun actually appeared for about 5 minutes I tried it out. It was great!

I think most of my conversations with associates, clients and friends have missed the mark.

In the 19th century we had the appearance of the novel. “Novel” meant a new way of presenting ideas. It was received with enthusiasm from the public and disdain by poets and academics. The paltry fiction of the likes George Eliot, Charles Dickens, the Brontes was considered romantic and trite.

For more than 200 years we have consumed popular fiction in the form of the novel, whether paperback or hard cover. For many people the touch of the book, turning pages, dog-earring pages, flipping to the best part, underlining and jotting notes in the margin remain the unique experience of the book. I admit, I always tucked a book in my brief case or bag. I love a hot bath, bubbles and a good book. But the “novel” is no longer novel.

I agree with Allen Weiner, VP of research at Gartner, who suggests: “More and more, reading is taking on a bigger definition. It’s expanding in terms of content– not just books, but newspapers and magazines. It implies the need for color, graphics, other forms of media.”

We are on the threshold of change. Digital technology opens a huge door to amazing reading experiences.

Like the innovative app on the iPad which lets the reader blow into the iPad’s accelerometer turning the blades on the wind turbine. Al Gore’s Our Choice takes on completely new dimensions and reading becomes a multi-sense experience.

The VP of Kobo, Chapters’ version of Kindle, is pretty clear that Chapters fully anticipates the Kobo device to be outdated quickly. Even though millions of people purchased the device in the past 12 months, they anticipate new generations will quickly change the landscape.

How will we, as advertising professionals, use the ability to produce content that engages many different sense and allows our audience to participate?

Historically, advertising has been in the control of the audience. Traditional media tactics like space ads, outdoor media, TV, video, brochures, magazines and mail all are created and controlled by the marketing team. The audience is is passive, not contributing to the experience.

We have a lot to learn about the new form of reading. Right now the reading experience on the tablet is still novel…. it will take time for the experience to be “normal.”

I admit, I am hesitant to take the Playbook into the bath — I use my Kobo for that! But I am delighted by the options the tablet gives me. This weekend I “read” stories to a couple of young friends (4 and 6 years old). After every chapter there was a simple, interactive game that was aligned with the story sequence. It was great!

We will never forfeit the delight of a good story. Digital tool just open new doors and encourage new ideas.

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logo…

DATE: July 9th, 2010
POSTED BY: Gayle
CATEGORY: advertising, brand advertising. interactive web. web development. new technology., brand development

A long time ago (eons in digital time, a few months in real time) I mused about brand.

And considered brands most recognized in Canada:

And I thought… these companies are worth millions of dollars. Couldn’t they come up with something more interesting? More modern? More memorable?

Because every time we embark on a brand project the client gets caught in the quest for a cool logo, bypassing the work it takes to develop a strong brand.

So here’s the thing.

Brand is about promise. Not about logo.

We know Walmart because it delivers what it promises: unlimited department store selection at prices that are lower than anywhere else. “Save money. Live better.”

We know Canadian Tire because for generations our fathers have carried Canadian Tire money in their wallets — a symbol of value and customer service. Their logo doesn’t say nearly as much as the first step in the store when you smell the Canadian Tire brand and scan the wide expanse from automotive to fishing gear.

Blackberry is not the company name but the product. RIM itself (Research in Motion) is well known in Waterloo, but the rest of the world sees the Blackberry. But their brand — a small, black device which engages the thumbs — is well enough known that Obama was said to carry one. Ooops…. wrong brand, but great exposure.

RBC is known by colour…. it is the blue bank in Canada. The logo is old, traditional and complicated. Perhaps all true to the brand.

My point?

Logo is one important, but small part of your brand promise.

The logo does not tell you story. Your personality is built by the products you sell, the stories you tell, the graphics you use, the places we find you, the people who use your products or services and your sales team.

Your logo should have these characteristics:

Be easy enough for a 5 year old to draw
Be simple and memorable
Resist the temptation to serve as your mission and/or vision statement

Think of your logo as your marker — like a stamp or a sign post. Its job is to mark the pathway to your products and services. Build your brand by developing campaigns that tell your story.

One quick client example.

Several years ago we were introduced to a modular home builder. This unique technique for building was amazing. To watch an entire house being built under one roof was spectacular. At first glance the precise measurements and protection from the adverse Ontario elements seemed to be the strongest differentiation for the company. Past campaigns really focused on the technique of modular building.

But those strategies negated the customer and the brand promise that resonated with them. It also stripped the company of their true brand promise: we will build your custom home on your lot reflecting your unique family values.

Centering campaigns on modular construction completely ignored their primary customer: women. While men drooled when they saw images of a full roof gliding on winches… women? Not so much. They wanted a cozy fireplace, kitchen filled with laughter and a quiet en-suite in which to retreat.

The brand promise of Royal Homes?

We will build a home that is uniquely you!

The company began to transform the overall brand image of the company without ever touching the logo. They used images, web development, customer service, model homes, TV spots, radio and a very well designed magazine to build their brand promise.

One more story — because I can’t resist.

A young gentleman offered some constructive criticism about our web site. And, don’t get me wrong, our web site is always a work in progress. His point? We had no flash, no coloured photos, no hype on our web site. How could an advertising company live with such a simple site?

And I thought to myself — wait, he doesn’t understand brand…. Barefoot Creative is about honest, simple communication that effectively grows businesses and non-profits. Barefoot is comfortable nakedness.

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Product offers

DATE: December 8th, 2009
POSTED BY: Gayle
CATEGORY: brand development, marketing, product development, sales

As I started this email, I was going to glibly say that companies with hard core products — like RIM, COKE and NIKE — have little trouble articulating their product offers.
But then I stopped.
That’s a trap service companies, non-profits and government organizations easily fall into.
Defining your product is one of the most difficult tasks you have. Even when you have a distinct product, you are tempted to walk away from the benefit statements and lapse into your competitor’s territory.
We just challenged Ashley, one of our team writers, to develop SEM campaigns for Barefoot. OK, she works for us. She has daily contact with clients. She sits through a project meeting overview weekly. She told me that it was difficult to define what Barefoot does.
So I need to take a quick look in the mirror.
What do we do?
Defining our product is a challenge we face every day. Successfully defining our product will lead us to greater success.
In 1947 Bob Pierce came face to face with the desperate need of orphan children. He thought, “If every American family would adopt one child their needs would be met — for just pennies a day.” Child sponsorship was born out of the need, spurred by an idea, developed into a product.
Our challenge is to understand our services, funding needs and to create a product that makes sense to the needs we are trying to fill and to our audience.
Last week one of my client’s admin team spent the morning creating a personalized card because one donor wanted to send pigs overseas. The program of the organization did not include an agricultural or micorfinance program in that region. The staff team was simply meeting the needs of the specific donor. That’s like a RIM sales member going to Telus and selling them a Palm. Yes, World Vision’s sheep and goats and pigs are tremendously successful — but that is the product they are selling. Simply copying the product does little for your own program. While the Palm Treo and BB Curve have overlapping purposes — they are clearly different products. AND the marketing teams are always looking for differentiation to set their product apart.
While borrowing ideas is the strength of all communications and marketing — borrowing without understanding your product or without clear differentiation empowers your competitors.
Every day I challenge myself to think about the product I am marketing.

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I’m Special

DATE: September 16th, 2008
POSTED BY: Gayle
CATEGORY: brand development, marketing

Grade 1 teachers are already preparing our kids for understanding brand. They call it “Special Me.”

Eric, a little friend of mine who is in grade 1, is “Special Me” on September 29th. He’s already collecting stuff. He’s trying to figure out the special part because there’s lots of stuff that he has that other kids have already show cased: a little brother, a mom, a dad, a Toronto Maple Leafs jersey, lego, a signed picture of Rob Ducey and a snail he found on the side walk after the big rain.

Matt brought his baby brother — he was squirmy and cried a lot. Eric’s brother can walk AND talk, so he’s a little cooler. Eric’s mom and dad are pretty different than Josh’s, at least Eric thinks his dad is pretty cool in his baseball uniform. He’s not sure about the Jersey. The Leafs haven’t negogiated the Stanley cup for a long time — at least, that’s what his dad says. Natalie brought lego — but it girl’s lego and Eric figures the alien force captivator he constructed last week is way cooler. He’s not sure who Rob Ducey is. He’s old now, but his grandpa told him he was pretty good. Jesse brought a snail, but accidently stepped on it so the shell was broken. Ethan brought his Fischer Price smart cycle — Eric just has the Wii.

I’m not sure what Eric will bring when the fateful day arrives — but he’s already figured part of it out. Even though he has some things that are the same as other kids, each part of his collection is unique because it reflects the core of who he is.

Brand is built on the uniqueness of the organization and works to differentiate organizations in a crowded marketplace.

Many organizations look similar from the outside. Coke and Pepsi are a brown, carbonated sugared (or non-sugared) liquid. Not at all sexy. In 1906 Pepsi used Original Pure Food Drink against Coke’s The great national temperance beverage. In 1928 Pepsi pushed the competition with Peps You Up! against Coke’s Coca-Cola … pure drink of natural flavors.In 1939, fighting for the tight depression dollar, Pepsi claimed Twice as Much for a Nickel while Coke emphasized its friendship with the consumer with Coca-Cola goes along.

The battle continues with Pepsi insisting on being the “cola” of choice luring pepsi fans with “stuff” and Coke unifying Coke drinkers with iCoke reward points.

Same product (forgive me Pepsi and Coke drinkers — I truly understand the discerning taste buds). Same target audience. Same brand?

Not in the least.

Eric is 6 years old. He has a little brother, a mom and dad, a house and a wii. Pretty ordinary little guy. But his brother’s name is Colin and his mom works in an advertising agency and his dad plays second base and sells houses. His house is on the corner and he has the high score Super Mario Galaxy.

There are 16 little boys in Eric’s class — and none of them are just like him.

Oh yeah — he didn’t step on the snail, so the shell’s intact.

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Where does Brand fit?

DATE: August 26th, 2008
POSTED BY: Gayle
CATEGORY: brand development, fundraising, non-profit marketing

Hard to believe that we are treading on the last days of August… campfires burning low and the echo of blackberry email notifications swirling us between vacation and reality.
Time to focus on our strategy, executing well in the September to December period is often the strength of revenue growth.
So let’s talk a bit about brand.
We all know the strength of a brand — Coke, Mazda,Wallmart… and the list goes on… Brand engages customers.
But where does brand fit in the non-profit world?
Without a question, brand differentiates non-profits.
But how does it work?
Here are 4 foundational insights:
1.Brand is built on the uniqueness of the organization and works to differentiate organizations in a crowded marketplace.
2. Brand is not an icon, a colour, a font type or a product. It is the underlying personality expressed by various communication components.
3. Brand must permeate all aspects of the organization, re-affirming the core personality.
4. Brand and fundraising strategies work in synergy to increase revenue.
Stay tuned…. I’m going to engage with each of these four points over the next couple of weeks… if you have some insights — don’t be shy. There is a lot of chatter about brand, effectiveness and fundraising.

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