Sat 29 Nov 2008
Posted by Mike Covert under customer firstNo Comments
I’ll admit in advance, I am a big TiVo fan. I have two Series 2 DVRs from way back and will certainly give TiVo more than a fair shake when buying DVRs in the future. What keeps me brand loyal? It’s not just their products, which I think are much more user-friendly than the competition. It’s also the way they try and make the products easier to use and accessible. Like their newly launched mobile scheduler, just in time for Thanksgiving travel period. I can control my TiVo near and far. Another way to keep their products relevant to my life and keep me blind to the competition.
Successful brands understand that adding value is not just about the product itself, but understanding and improving the value in how consumers can use it.
Fri 28 Nov 2008
UPS recently launched an online program to support a critical volume period: sending holiday gift packages. Doesn’t sound all that enthralling, right? But they made it fun with viral potential using the ever-popular theme of regifting. Businesses that find a way to generate buzz and stay top of mind will fair far better during what promises to be a tough selling period.
I could resist regifting the vacuum hair-cutter (though in real life I’d probably keep it). Notice the link to the UPS tv advertisements? (The long-haired UPS dude that loves himself a white board). I appreciate the linkage through multiple marketing touch points, even though subtle.
Sat 22 Nov 2008
Posted by Mike Covert under UncategorizedNo Comments
Interesting article from the NY Times this week about the fractured state of marketing and why successful brands are evolving with the media they use to promote advertising messages.
Several good points are made throughout, but my faves:
1. Flow: Media as a general flow (like Prime Time TV for instance) is all but gone. With more options than ever, watchers/consumers are creating their own flow of messages on their terms with more outlets at their disposal.
2. Touch points: It has always been critical for a brand message to understand how people consume media, and then activate a single compelling message in the best way for each medium. There’s just more mediums at play now, and less opportunity to get undivided attention. Therefore, we have to facilitate the opportunities for consumers to piece together the story themselves. Simple, disruptive and authentic…
3. Authentic: Consumers have all the power with information access. Brands are truly transparent. Brands say something, and consumers instantly check it out on the internet, or social networks, etc. etc. While I’ve always felt it important, more than ever, brands have to be authentic to survive. Consumers demand it and will certainly call brands out on it. Without authenticity, you can forget brand relevance… and growth.
Sun 16 Nov 2008
Posted by Mike Covert under inspirationNo Comments
More often than not, clicking open an .xls file is followed by a blank stare. Not head-banging and smiles. That’s because the ubiquitous Excel documents are known for number crunching and work work.
Well, ACDC took a common worst (work application) and turned it into a first (launching their recent music video release as an .xls file), getting a little buzz and breaking through the firewall to their corporate rockin’ audience. Good idea.
Sat 15 Nov 2008
Posted by Mike Covert under inspirationNo Comments
It’s not just the what, but the how that really gets people talking and engaging. And with people’s increased reliance on digital mediums for all aspects of life, all you need to do is differentiate your net to get an audience. As reported on Trend Hunter, this is a fun, quirky idea that just might work. Who knows, perhaps you’ll see Girl In Ignite’s Shirt for a little fun.
Companies send swag to Jenaé of Girl in Your Shirt–naturally, including a shirt–and she models the shirt while yakking up your company or product all the while for a measly $75. I love this kind of ingenuity and entrepreneurship."
Sun 9 Nov 2008
Posted by Mike Covert under brand buildingNo Comments
We speak about win-win-win a lot on this blog. When marketing initiatives adds value to the customer, the brand and other partners in the relationship (charity/community/complimentary products/etc.)
Well, as Engadget reported earlier this month, Amazon.com is a good example of this principle as they are giving new meaning to giving less this holiday.
Beginning today, consumers who are tired of borrowing the fire department’s Jaws of Life to rescue their new USB drive can opt for products in Amazon’s "Frustration-Free Packaging," which utilizes streamlined packaging that often includes recyclable cardboard. 19 products from the likes of Fisher-Price, Mattel, Microsoft and Transcend are currently available in the new containers, and the firm’s CEO has a vision of offering its "entire catalog of products in Frustration-Free Packaging" within a few years."
Amazon flexes its muscles and differentiates itself as an e-tailer just in time for the Q4 shopping season.
- Customers win: Better product experience overall and feel-good green vibes
- Suppliers win: Spend less on theft-prevention packaging while enjoying extra promotion from the seller
- Amazon wins: Positions itself as a company in it to make a difference on behalf of its customers and community, while getting some word-of-mouth love as the shopping season starts picking up (hopefully).
Thanks to Jason for letting me know about this.