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Washed Away by Bad Timing? How Social Media Saved the “Dawn Saves Wildlife” Ad Campaign
Washed Away by Bad Timing? How Social Media Saved the “Dawn Saves Wildlife” Ad Campaign
By Kaitlin Greene on August 25, 2010
Just days before the 40th anniversary of Earth Day, Procter & Gamble was poised to create awareness for its 30-year long support of bird rescue groups by launching a new additi...
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PR and Advertising Basics
Tool time: YouTube advertising
Tool time: YouTube advertising
There are so many PR, advertising and social media tools that it can make your head spin! We help you sort it all out with our “Tool Time” column, which breaks down the most
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CBC News
Beyond Green: The Journey to Smart Living Through The Green House
Beyond Green: The Journey to Smart Living Through The Gre...
A rallying cry for renewable energy and green tech.  A growing eco-conscious society.  Increased attention on our food’s origin.  Rising energy costs and overall cost of livin
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Social Media Marketing
Washed Away by Bad Timing? How Social Media Saved the “Dawn Saves Wildlife” Ad Campaign
Washed Away by Bad Timing? How Social Media Saved the “...
Just days before the 40th anniversary of Earth Day, Procter & Gamble was poised to create awareness for its 30-year long support of bird rescue groups by launching a new additi
More..
Marketing Mishaps
When Good Bloggers Go Bad: Identifying Bloggers Who Just Want Freebies
When Good Bloggers Go Bad: Identifying Bloggers Who Just ...
In the age of self-publishing, virtually anybody can hang out their writing shingle and label themselves a “blogger” or “editor.” Of course, that doesn̵
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Sperry Top-Sider Tackles “Real Value” for Changing Consumer Landscape

Lately, I've really been harping on aligning your business to fit into what I see as permanent changes to the culture of consumerism in the United States.  My last few posts have cited studies and experts that corroborate the view that marketers won't be able to solely appeal to Americans' spend happy ways, that instead each will need to find a way to bring "real value" to the equation.

For many companies, the green movement has provided the context to providing a greater value to consumers. However, while green commitments are important, they are fast becoming status quo and unless its part of your brand DNA (folks like Seventh Generation and Patagonia), it will be hard to use green as lasting platform.  

You gotta go with what is most real to you and your target, finding that cross-section of passion that speaks to them in both practical and emotional ways, equally and powerfully.

One company that has quietly affirmed its "real value" is Sperry Top-Sider. (full disclosure: they are a long time client of Cercone Brown & Co).  They are making serious moves to bring value to their consumer base.

First, they recently announced a joint effort with the  New York Yacht Club (NYYC) to reignited the roots of competitive sailing.  Together they will launch a new regatta this fall, the Invitational Cup, that brings sailing back to the early days of the America's Cup. Back when the best amateurs from across the globe competed for bragging rights and the love of the sport, and before such events required sponsorship from the world's largest corporations just to compete. Granted, yacht racing isn't something that most of us can afford to do, but for those that appreciate seamanship, this is a grand and pure stage not seen since in the sport for a long, long time.

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And at a time when most are scaling back R&D, Sperry is coming to market with the most technically advanced boat shoe ever created.  Called the ASV Collection, anti-shock and vibration, the shoes save the feet, leg and lower back from the severe pounding of waves.  Instead of bringing the same-old to market, they have identified a real need and provided a real solution… which is exactly my point about REAL VALUE.

So, to succeed as Americans change their consumer focus, I believe you need to bring more to the table than ever before.  Something that's true to your brand, and important to your target.  And PLEASE, it doesn't all have to be green focused.  Consumers care about green, but we're fully rounded people.  We care about a lot of things. For Sperry customers, it's the passion for the sea, and that's what the brand brings (by the way, they also provide a lot of environmental support through Oceana, but just don't wear it on their sleeves.)

Bottom line: Find what hits home, then drive it home.  And that's real value.

Best Life Magazine Closes: Sign of the Times

May will be the last issue of Best Life Magazine, the lifestyle alter-ego to Men's Health. Like MH, it was a well-written publication dense with content for the under 40 male.  They will be missed.

But let's face it, it's tough to be in style these days.  People are closing their wallets.  Last year's fashions are looking fine in the closet.  Especially when guys are afraid that layoffs are just around the corner. Needless to say, this translates into lower advertising support, and Best Life was a victim of the squeeze.

Too bad.  Good guys.  Good work.  We wish the entire staff good fortune in their next endeavor.

Story Links:

http://blogs.reuters.com/mediafile/2009/03/11/best-life-ends-life/

http://www.marketwatch.com/news/story/rodale-stop-publishing-best-life/story.aspx?guid=%7B304FC5B6-44FC-4A4E-9B19-0B5AFC466644%7D&dist=msr_1

New Approach to Consumption Likely, Expert Predicts

Like the young who came of age during the Great Depression, today’s young people may be deeply imprinted by the experience of the economic collapse. This formative memory is likely to foster more careful spending and saving in years to come — as it did for the Depression generation.

These words were recently written by Barbara Dafoe Whitehead, who directs the John Templeton Center for Thrift and Generosity at the Institute for American Values and is the co-editor of the forthcoming book, “Franklin’s Thrift: The Lost History of An American Virtue.” (read more here)

Ms. Dafoe is a believer that this wild economic times are likely to produce an America much different than the one we saw in recent years… a nation of stuff collectors.

This isn't to say that Americans won't spend in coming months and years, it's just that our collective values are likely to focus less on material things as they had in the past. Therefore it's imperative that companies focus on a larger view of value to embrace this new consumer outlook.

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For instance, look at Timberland. They've had their challenges in recent years, but the company seems to be finding a much more natural place for itself with its recommitment to the environment and social responsibility.  And in the process, they are slowly and surely building a lasting, loyal customer base that shares these common values. In the end, it may not be the wild ride that was Timberland's climb to hip-hop fame, but it will be sustainable (no pun intended) because its authentic to who they really are.

This is the sort of brand soul searching needed today.  And it all doesn't have to be green.  Tomorrow we'll look at a company making similar commitments, but not necessarily environmental.

Recession Forcing Permanent Changes in American Consumer

A few months back, I published an e-book called Simplinomics.  In it, I contended that the economic, social and political forces afoot would cause dramatic, lasting changes to the culture of consumerism in America.  And that while this would hurt, this change would make things better for all of us in the long run.

Now, much of this sentiment is corroborated in a new study by Context, a Baltimore-based research firm that works with the likes of American Express, P&G and Kraft Foods.  In their study, Grounding the American Dream, they state:

"From our research it is clear that the consumer today is not the same as the consumer just a few short months ago. We also believe that this new dream and this new “grounded consumer” are here to stay. 

Our culture and economy are going through a rite of passage. From anthropology we know that no true rite of passage comes without pain, but as we also know that great opportunities emerge from these moments of transformation."

Amen.  Now the trick is to align your business with this new consumer landscape.  Download the entire study here and the Simlinomics e-book here.

Recycling: What’s Wrong With This Picture?

At my house, we recycle religiously, as do many across the US.  And we’re real proud of ourselves. But I think it’s time we rethought recycling.  It’s waste that’s killing us. Too much packaging and still too much consumption, at least from where I stand.

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Check out this photo I snapped in front of my house this morning:  one lonely bag of trash, but a virtual mountain of recycling.

Granted, this isn’t all bad.  And to be honest, it’s a month worth of recycling and a week of trash,  But still it illustrates the point that REDUCE is the new RECYCLE.  What we don’t use is much more important than what we reuse.
I’ll let you know how it goes.

Mafia Wind Energy Plot Foiled

Being an Italian-American, I've watched the Godfather somewhere in the neighborhood of 1.2 million times.  In fact, my oldest brother learned the basics of Italian (which he speaks pretty well) from Godfather II.  "Cicc', a porta!"

So with the glamorous suit-and-tie Mafia in my head, you can imagine my surprise to hear the latest Mafia plot to invest in wind power in Sicily.  INVEST.  Not steal.  Not intimidate.  Not even to extort… To invest.

Acccording to the Associated Press: Italian police on Tuesday arrested mobsters, businessmen and local politicians who allegedly used corrupt practices and bribes to gain control of a project to build wind farms in Sicily.

Operation "Aeolus," named after the ancient Greek god of winds, netted eight suspects, arrested in the Trapani area of western Sicily, as well as in Salerno on the Italian mainland and in the northern city of Trento.

Police in Trapani said the local Mafia bribed city officials in nearby Mazara del Vallo so the town would invest in wind farms to produce energy.

So Mafia muscle is now used to get in the front of the line to invest in clean energy.  Can you imagine? If this isn't a sign of changing times, what is?

Next, we'll hear the the Mob will is no longer in the "sanitation" business, opting instead for a back-room interest in American Girl (why else would that store be so impervious to recession?)

I guess clean energy is truly an offer we can't refuse.

Eco-Friendly TVs: Innovation Spurred By Tough Times

It's been said many times that severe economic downturns are the breeding ground for innovation. Back in the late 70s and early 80s, the recession paved the way for the PC.  In the early 90s, it was the Internet. Today it's … eco-friendly TVs.

Okay, so it's not a Net-style breakthrough, but when you consider that TVs consume up to 10% of a home's electricity, it's a fine place to start cutting watts.  But what's more, manufacturers even thinking about exceeding Energy Star ratings by up to 29% is amazing.  And as more and more manufacturers of all types of goods do the same — innovation driven from financial need of the consumer — we'll end up with homes much, much more energy efficient.  Something that doesn't resonate as far or wide in boom times.

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One TV in particular that caught my eye is the Sony Bravia WE5. I own two Bravia TVs and can attest to their quality.  But now the line used 50% less power through a few cool features:
  • Micro-tubular HCFL backlight cuts power consumption by more than 50%* 

  • Smart Presence Sensor switches off picture when set is not being watched 

  • Energy Saving Switch reduces power consumption to zero.

To learn more, check out today's article from the Wall Street Journal.

Three Rules to Getting Ink in a Down Economy

Just posted an entry on my company blog I thought readers here may be interested in.  It's specific advice on how to make media relations in traditional outlets more effective.  To read it, just visit: www.cerconebrown.com/blog.

Enjoy.

Making Sense of Word of Mouth, Part 3: “Grassroots”

Unlike its look-at-me cousin The Stunt, grassroots marketing is, like the name implies, under the surface.  It is an effort that is seeded, nurtured and grown. And if cared for, it spreads roots throughout your target community that will endure for years.

A good example of a successful grassroots program is Boston’s Harpoon Brewery.  Every Wednesday night during the summer, Harpoon sponsors a mountain bike ride.  Very simply, the brewer reaches out to mountain bikers through bike shops and local clubs.  They post the schedule in the local dirt rags, burrito shops and coffee joints.  And every Wednesday, without fail, they greet riders at the end of the dusty trail with cold, frothing mugs of Harpoon Ale.  And there’s nothing like creating brand loyalty like the well-timed ale.

The result?  In their most important market, Harpoon enjoys a fierce loyalty of 20-something, adventurous outdoor types…and perhaps more importantly, those that want others the think if them as adventurous, outdoor types.  In short, premium beer drinkers.

As simple as Harpoon’s grassroots program is, it is effective because they follow the Three Laws of Successful Grassroots Marketing:

1. Keep It Simple:  Grassroots programs need longevity.  The best are ones that can be gently nudged from the nest, and then take flight on their own.  If it’s too complicated, chances are it won’t catch on.

2. Appeal to What Is Important to Your Customer, Not You:  Grassroots isn’t about a sales pitch.  Don’t push yourself too hard.  Trust me, people will make the connection to your wares.  Instead, provide something of true value, even entertainment, to your customers.  If it isn’t real, it will never work. 

3. Muster the Courage to Believe in What You Do:  You need to really believe in your grassroots efforts for a couple of reasons.  First, authenticity.  If you don’t believe in it, people will sniff you out like a dog smells fear.  Your program will reek of half-baked intentions, and you’ll do more harm than good. And just as important: you need to believe in the program, because metrics are hard to come by.  For Harpoon, it’s difficult to tell how many beers they sold because of their Wednesday rides.  Sure, they could ask for folks to complete a survey, but talk about breaking the mood.  Instead, they believed in their beer and their beer drinkers.  And the rest seemed to take care of itself.

Be patient.  Like a fine crafted beer, you can’t rush it.  Grassroots programs need time to ferment, to come together.  And just like that cold one at the end of a long, hard ride, all the work is well worth the results.

Speaking of a cold one, it’s just about 5:30 …

What Recession?: American Girl Packs ‘Em In

I recently made my first visit to an American Girl store.  My five-year-old daughter got her first doll just the other day, and I was bringing her back for a hair brush.

Aside from the fact that I stood in line for 35 minutes to pay $6 for what looked like a 5-cent item, I was completely impressed with the operation.  In the face of the worse recession in a lifetime, the store was packed beyond comprehension.  Nothing was on sale, mind you, everything was full price: $100 dolls and $25 outfits… and of course, the doll hair salon, bistro, party area, etc.
I’ve been writing about “real value” for a while, preaching that quality over margin is sometimes a better route in a consumer landscape that is cutting back.  It’s getting harder and harder to separate Americans from their money, and to do so, you need to make a compelling offer.
These days, you need to be either completely discount, or offer a strong brand that stands out. Granted, these dolls are not worth 100 bucks in the real sense, but the entire experience has been conceived to capture the imagination of little girls.  In fact, that’s the key…the dolls are presented, treated and outfitted like little girls themselves, a billion miles away from the their Wal-Mart and Toys R Us sisters stacked in boxes and peering through plastic.
The whole experience harkens back to a time when a doll was special, and shopping for one was a right of passage. But unlike the Montgomery Ward days, American Girl has created a full in-store experience that assures multiple visits over time.
Look, I’m the offspring of Italian immigrants.  The concept of spending $100 on a doll (deep down inside) is lunacy.  But like most suburban dads, I’m willing to do lots of crazy things for my little girl. And in the end, the whole package is worth more than the money we spend. The real value is higher than the sum of its parts. That’s the whole reason that even in down times, these guys are lining folks around the corner to come in and spend.
And what’s more American than that?

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