Monday Night Marketing News from Mediapost

I may have some Johnsonville Brats for dinner tonight....

Food

Johnsonville Sausage Expands UGC Initiatives

by Karlene Lukovitz

On the UGC/digital involvement front, Johnsonville is building on its strategy of differentiating itself from the competition by providing fans with a growing number of ways to connect on an emotional level with one another and take "ownership" of the brand, ...Read the whole story >>

Technology

Price, Glasses Remain Barrier To Mass 3D

by Aaron Baar

The addition of 3D content is a bit of a chicken-and-egg battle, says Interpret's Michael Cai. While many movie studios are beginning to release 3D DVDs and some networks and carriers are offering 3D television content, such availability may not take off until TV market saturation has reached a tipping point. ...Read the whole story >>

Retail

Macy's Adds Oomph To Gay Pride Events

by Sarah Mahoney

And it looks like Macy's isn't the only sponsor to amp up its commitment level. This year's NYCPride March, for example, scheduled for June 27, has garnered close to $300,000 in corporate sponsorship, managing director Chris Frederick tells Marketing Daily, beating its record of $260,000 in 2006. ...Read the whole story >>

Research

Power's Web Intel Unit Looks At Green Lives

by Karl Greenberg

Teens, early careerists and boomers are advocates of green lifestyles through self education and legislative cause activism around issues like climate change, air quality and conservation. "However, as evidenced by much of the online commentary from these groups, they often stop short of adopting green habits, but display fervor in advocating for green legislation and policy," the J.D. Powers study says. ...Read the whole story >>

Spirits

Patrón National Train Tour To Benefit Gulf Coast

by Karlene Lukovitz

At each stop, top local chefs will create Patrón-inspired events at the train to benefit the St. Bernard Project, and the spirits brand will collect donations in exchange for providing a unique opportunity to enjoy cocktails and dine aboard the historic coach. ...Read the whole story >>

Packaged Goods

Kimberly-Clark's Depend In Prostate Effort

by Karl Greenberg

Kimberly-Clark's Depend brand today launched the second year of "The Depend Campaign to End Prostate Cancer." The four-month campaign, which kicks off this June in celebration of Men's Health Month, culminates in September with National Prostate Cancer Awareness Month. ...Read the whole story >>

Mercury Buyers To Stick With Ford: AutoTrader.com

Edmunds: Incentives Were Down in May

Activision Teases New 'Guitar Hero' Game

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Shoved in a Closet?

How would you feel if you were ushered into a waiting room, and it was a slightly upgraded closet?

Is this similar to what your customers experience?

This is from Tom Wanek author of MarketingBeyondAdvertising.com :

Where’s The Breakdown In Your Personal Experience Factor?

Last Thursday, I had the unfortunate experience of spending the day in a hospital lobby waiting for my dad to come out of surgery. But other than the worrying part, the experience wasn’t all that bad. The lobby was inviting and comfortable with plenty of seating. And the hospital staff was helpful and compassionate.

Unfortunately, I witnessed two breakdowns that lowered the hospital’s Personal Experience Factor. (Recall that your Personal Experience Factor is the degree to which you delight your customer.) One issue was minor, while the other was a bit more significant.

The first breakdown should come as no surprise. It’s what I call the Tattered Magazine Syndrome, which plagues the health and beauty, automotive and medical industries.

The most recent magazine I could find in the hospital lobby was from 2005. (No, I’m not joking.) Hospital administrators should appreciate that family members have to wait, nervously, for long periods of time. And few will be distracted by a magazine article that’s five years old.

On a side note, one would think this would be a helluva opportunity for a joint venture between health care providers and the publishing industry. I can think of no better way to expose your magazine to millions of new readers than to refresh the magazine racks in the lobbies of hospitals and doctors’ offices.

But let’s move on.

The second breakdown in the hospital’s Personal Experience Factor came after my father was out of surgery. Following the procedure, a hospital staff member walked me and my mother down to a private room where we waited to be debriefed by the surgeon. Sadly, the hospital staff stuck us in what appeared to be a large closet, which also housed its Internet router and other equipment. The room was also near a service elevator, which had broken doors that kept slamming shut every 30 seconds or so. Not a pleasant experience when you’re anxiously awaiting to hear if your dad was okay.

Please understand, my goal isn’t to bash the hospital. (Hey, I’m just thrilled that my dad’s surgery was a success.) I only want you to appreciate that every customer touch point must be accounted for. A single breakdown in your Personal Experience Factor can forever tarnish the customer’s experience with your company.

So what about you, do you have an interesting customer experience to share – good or bad? Please leave a comment below.

P.S. My good friend and partner, Mike Dandridge, spent the past decade consulting business owners on how to elevate their Personal Experience Factor. You really should get to know him. Visit Mike’s site for a couple of free downloads that will help you score your Personal Experience Factor.

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3 Reasons to Listen

from my email:

Listen Up!
Here are three benefits of good listening:

1. Listening builds trust. The best salespeople are good listeners who seem concerned with customer needs and help them purchase products or services in a cost-effective way.

2. Listening lowers resistance. It reduces tension and defensiveness on the part of customers who realize they aren't going to be pushed into making a purchase through the force of words.

3. Listening builds self-esteem for customers. It's flattering for a customer to know that a salesperson is listening intently to what's being said.

Source: Adapted from How to Listen and Double Your Influence With Others, by sales author/trainer Brian Tracy (www.briantracy.com

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Classic Ad of the Week

No more tea for Art. He died last month.

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16 Questions

That only you can answer. (From Seth Godin).

These are questions that you need to answer if you are planning on starting a business, or a side project.

Last week I met with someone who has an idea, is looking into the manufacturing process, but has not figured out how to sell to the end user. That's why he contacted me.

Please review these questions and jot down your answers today, save the paper and review it monthly to see if you should change your answers or to see if your plan is on track.

16 questions for free agents

If you're starting out as an entrepreneur or a freelancer or a project manager, the most important choice you'll make is: what to do? As in the answer to the question, "what do you do?"

Some questions to help you get started:

1. Who are you trying to please?
2. Are you trying to make a living, make a difference, or leave a legacy?
3. How will the world be different when you've succeeded?
4. Is it more important to add new customers or to increase your interactions with existing ones?
5. Do you want a team? How big? (I know, that's two questions)
6. Would you rather have an open-ended project that's never done, or one where you hit natural end points? (How high is high enough?)
7. Are you prepared to actively sell your stuff, or are you expecting that buyers will walk in the door and ask for it?
8. Which: to invent a category or to be just like Bob/Sue, but better?
9. If you take someone else's investment, are you prepared to sell out to pay it back?
10. Are you done personally growing, or is this project going to force you to change and develop yourself?
11. Choose: teach and lead and challenge your customers, or do what they ask...
12. How long can you wait before it feels as though you're succeeding?
13. Is perfect important? (Do you feel the need to fail privately, not in public?)
14. Do you want your customers to know each other (a tribe) or is it better they be anonymous and separate?
15. How close to failure, wipe out and humiliation are you willing to fly? (And while we're on the topic, how open to criticism are you willing to be?)
16. What does busy look like?

In my experience, people skip all of these questions and ask instead: "What can I do that will be sure to work?" The problem, of course, is that there is no sure, and even worse, that you and I have no agreement at all on what it means for something to work.

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Be a Story Teller

from my email:

Daily Sales Tip: Focus on Stories, Not Statistics

Stories make your points memorable during sales meetings with senior executives.

Data are for the middle managers. Statistics and charts support your key points and give you credibility -- but they do not stay in the mind. If they did, every commercial you hear or see would be announcers reading test results and survey data.

Make your points about the solutions you're selling with well-chosen business stories from client organizations. Reduce the case histories to the pertinent details -- sound bites that they can then convey to their advisors in later meetings when they're retelling your story.

Source: Sales trainer Dianna Booher, CEO of Booher Consultants

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Another Free E-Book

This looks interesting... From Drew's blog:

Social media GPS -- the free e-book

Posted: 25 May 2010 07:56 PM PDT

Social Media Marketing GPS was written using Twitter as a content platform and distribution channel. Toby Bloomberg conducted 40 Tweet interviews with 40 prominent social media marketers including people from Dell, Comcast, Marketing Profs, BlogHer.

The list of folks that Toby interviewed is varied and impressive. I think you'll find their thoughts illuminating and very human.

12 chapters take you from the importance of social media to ethics to the social enterprise, tactics, sponsored conversations, blogger relations with a few case studies.

The goal was to create a comprehensive body of knowledge that could serve as a roadmap (GPS) for developing a strategic social media plan.

Toby's thoughts were if this could be accomplished in a series of 140 character tweets it might help ease the apprehension for people new to social media, while at the same time, providing a review and offering some interesting ideas for those more experienced.

I think she's proven her point. Go download the book for free…and see for yourself.

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Do Hamsters Sell?

I saw this ad online last week, and my question to you... Does it sell cars?

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Unique?

Better be:

Daily Sales Tip: Separate Yourself from the Crowd

Never let it be said of you, "I've heard it all before." If you can't market and/or offer your product in a fresh and innovative way, don't offer it all.

There is far too much competition for you to be selling run-of-the-mill products in a run-of-the-mill fashion, regardless of your industry. Set yourself apart.

Determine unique ways to appeal to your customers and meet their needs. Make it your goal not to be like the rest.

Source: Sales consultant/trainer Todd Duncan

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Friday Night Marketing News from Mediapost

Click & Read:

Entertainment

EA Sports Touts Tiger, Teammates In Campaign

by Aaron Baar

A digital campaign continues the metaphor, with Woods and other professionals using team sport tactics (curling brushes on a putting green, chipping into a basketball hoop or avoiding a hockey goalie) to win holes and tournaments. The viral component utilizes a voiceover from ESPN announcer Scott van Pelt. ...Read the whole story >>

Retail

Results Show Shoppers Starting To Trade Back Up

by Sarah Mahoney

"The battle for these shifting shoppers is going to be key to what happens going forward," Kantar Retail's Frank Badillo says. "We still don't know what the 'new normal' is, but I think we're going to see some ongoing bumps in the path of the recovery, including whether the negative fallout from the stock market will affect luxury retail, or whether those who traded down to dollar stores will trade back up to the discount chains." ...Read the whole story >>

Tourism

Norwegian Lets 'Em 'Rock Out' Via Gibson Guitar

by Tanya Irwin

"Our travel partners are also using the partnership as a talking point when selling Norwegian Epic," says Courtney Recht, public relations manager at Miami-based Norwegian Cruise Line. "On board, it will be promoted within the on board newsletter and on the stateroom televisions." ...Read the whole story >>

Research

Hispanic Study Reveals Marketing-Critical Complexities

by Karlene Lukovitz

Marketing effectively to U.S. Hispanics requires an understanding of diverse psychographics, identity profiles and emerging segments that goes well beyond the language, country of origin and acculturation level targeting definitions now in standard use, according to newly released research jointly conducted by Starcom MediaVest Group and NBC Universal's Telemundo. ...Read the whole story >>

Tourism

Bermuda Leverages Proximity To East Coast

by Karl Greenberg

"We're extremely focused on the New York market and cosmopolitan travelers from the East Coast overall," says tourism director William Griffith, adding that the effort also targets niche markets around golf, weddings, diving, tennis, and spa. "For example, our new partnership with Brides.com will raise awareness of Bermuda as an idyllic location for destination weddings and honeymoons." ...Read the whole story >>

Automotive

VW Contest Targets Soccer Fan Passion

by Karl Greenberg

The automaker will air a series of vignettes and three 30-second TV spots meant to connect the global appeal of the game with the global reach of Volkswagen. One shows fans from different countries driving different Volkswagen models while displaying each of their nations' flags and national colors. They converge on a Latin American town square. ...Read the whole story >>

Ford Goes Urban With Fiesta Campaign

EA Predicts Spain Victory Over Brazil In World Cup

Product of the Year USA Taking Submissions

Chicagoland Speedway Wants To Land LeBron James

Votto Vines, Sons of Italy Launch Licensed Wines

Shangri-La Launches Global Ad Campaign

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Customer Focused Service

from Marketing Profs:

This Won't Hurt a Bit

"My dentist is Dr. Matt Stohl of Foothill Dental," writes DJ Waldow in an article at MarketingProfs. "As an email-marketing nut, instead of critiquing how he administers Novocaine or how the hygienist flosses my teeth ... I think about how the staff communicates with customers." Waldow gives Dr. Stohl high marks, and says if his dental practice's staff understand email marketing, so can you.

Here's what they get right:

• They request an email address when setting an appointment. It's a simple fact: They wouldn't have received Waldow's address if they hadn't asked for it.
• They explain why it's beneficial for the patient. "The receptionist at Stohl's office told me that the staff would use my email address to remind me of appointments," he says. "Simple, yet powerful."
• They deliver on their promise. Two days before his appointment, Waldow received a message that asked him to confirm the scheduled time by clicking on a large, green button.
• They follow up with other relationship-building messages. "Besides my appointment-reminder emails," he notes, "Foothill has also sent me a brief survey (which I completed) and a Happy Birthday email." Waldow believes they could expand these messages to include a monthly e-newsletter.

"On my last visit, one of the dental hygienists ... told me that they could [contact me through] ... whichever medium was most convenient for me," Waldow reports. "Yes, for me." He confirmed that he was happy with his email reminders. "If I could give out stars to Stohl and his staff, they would receive 4.5 out of 5," he concludes.

Now, that's healthy, clean customer service.

The Po!nt: Ask and deliver. When executed properly, a simple email program can reinforce your relationship with your customers—and strengthen your customer service.

Source: MarketingProfs. Click to read the article.

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The Presentation

From Talking Media Sales:

All clients are different, so your presentation should be different each time as well. When you are presenting it pays to be aware of your main goal, and often that goal is to make sure that your presentation is solving a problem for your client.

Here are some important questions to ask client before you go to the meeting.

1. Where will the presentation take place, in your office?

2. Is there an opportunity for us to grab a coffee at the coffee shop next door and go through the presentation?

3. Where is the best place I can sit with you for 15 minutes with no interruptions?

4. How many people will I be presenting to you? I often ask this to ascertain if they are the decision maker “who other than you makes a decision on this proposal?”. If the answer is “Oh yes my other partner will assist in the decision” then if at all possible you will need that other person present, so request it. It makes sense to have both people present when you present the proposal.

Remember, no presentation is the same, no matter how many times you do a particular presentation for a particular product. So don’t assume anything.

The key is to prepare, prepare, prepare. If you take that attitude, then your presentation will stand out, be heard and be accepted. Never take your presentations for granted.

Good selling

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Thursday Night Marketing News from Mediapost

Can your cat Tweet? Click & read the last story:

Retail

Men's Wearhouse Ads Take New Approach

by Aaron Baar

"In a world of one-day sales, we wanted to create a fresh approach to the category of men's apparel -- something different that would set us apart from the pack," CMO Diane Ridgway-Cross tells Marketing Daily. "Since Men's Wearhouse is already known for good value, our new campaign is designed to underscore our quality and service story." ...Read the whole story >>

Retail

Staples Focuses On Growing Tech, Services

by Sarah Mahoney

"Five years from now, we'll be more focused on our delivery business, with a higher mix of technology, and sell more private-label products," says Ron Sargent, Staples' chairman/CEO. "There will be more services in our mix, because there is not a lot of inventory and the margins are great. And we're going to grow internationally. We're on a glide path to do all that." ...Read the whole story >>

Beverages

New Belgium Fat Tire Ale 'Inserts' Fans In Print Ad

by Karlene Lukovitz

Visitors touring the brewery are being invited to pose within a life-size, 3-D recreation of the ale's print ad. They can then upload the shot to New Belgium's Facebook page (under the "Bike Yourself" tab) to enter to win one of 10 custom-designed Felt single-speed cruisers that are being given away between Memorial and Labor days. ...Read the whole story >>

Retail

Midas, 'Spin' 'Rock The Highway' With Promo

by Tanya Irwin

Midas is using in-store bay banners, displays and window clings to inform customers about the promotion. The company is also running a full-page ad in the July issue of Spin and a second ad in the November issue to announce winners of the original song contest. ...Read the whole story >>

Automotive

Toyota Is Sole Blight On Remarkable May Sales

by Karl Greenberg

May was a red-letter month for auto sales, with good news from just about every corner, from domestic to import, luxury to mass-market. Not surprising -- given its troubles this year -- Toyota's gains were only modest, and weaker than in April, when it boosted incentive spending. ...Read the whole story >>

Automotive

Chrysler's Dodge Runs Rock n' Roll Marathons

by Karl Greenberg

In what may be a first for a sponsorship of this kind, Dodge executives will be running in the Virginia Beach race, per Ralph Gilles, president and CEO of Dodge, who says he is training for the race. ...Read the whole story >>

Gretsky Signed For Wii Hockey Game

Family Dollar Introduces Kids Clothing Line

Foxwoods Casino, WNBA's New York Liberty Ink Deal

NBA, Fathead Launch Sweepstakes

Insurance, Credit Card Direct Mail Rises

Whole Foods Kicks Off 30th Birthday With Texas Bash

Sony Develops Tweeting Cat Collar

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Straight Up

It's one thing to make a promise, it's another thing to keep it.

However, there are implied promises. You can hide behind red tape and fine print. Or you can be better than that.

Wizard of Ad Partner Craig Arthur gives us an example:

Speak to a Real Consultant

By Craig Arthur

For a list of all the ways technology has failed to improve the quality of life, please press ‘3’. - Alice Kahn

I needed to phone the company that manages the URL of one of my clients.

I went to their website to find the number.

There it was, top right. Easy to find. Top Marks.

Beneath the 1300 number was the following…

“Call us & speak with a real eBusiness Consultant.”

I hate dealing with automated answering services, so this sentence impressed me.

I called.

Thank you for calling xxxxx, (An automated response)

(Disappointment)

Please press 1 for… press 2 for… press 3 for…

I pressed 2.

I got… press 1 for… press 2 for… press 3 for…

I pressed 1. (getting pissed off)

Then I got… press 1 for… press 2 for… press 3 for…

After pressing 2, I was then told my call would be answered shortly.

Ok what I want to know is “Where is the REAL CONSULTANT I was promised on the web site?”

I did speak to a guy called Billy who was extremely helpful.

However, my expectation was, I would speak to a real consultant straight up.

This company could ague that I indeed did speak to a real consultant.

But, four levels down an automated tunnel is not what I was expecting.

I was disappointed only because this company raised my expectations at the beginning.

The moral of the story?

Make your promise PLAIN & SIMPLE. Then DELIVER.

PS. Be sure there can be no other interpretation of what you promise.

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New Ad Campaigns

From Amy:

World Cup athletes carved for posterity. Airport X-ray uncovers vegan diet. Let's launch!

Here they come, yo, here they come. Who? The Kia Soul hamsters have returned in a TV spot called "This or That," with snippets of Black Sheep's "The Choice is Yours" playing throughout. It feels like 1991 again, and I like it. A city of hamsters go about their day, driving cardboard boxes, toasters, washing machines and hamster wheels, except a trio of hamsters cruising in a Kia Soul. Shot music video-style, the hip hamsters compare their well-equipped Soul with less than worthy competition, telling viewers, "you can get with this or you can get with that." Watch the ad here, created by David&Goliath.

Dodge Caravan released extended versions of "Alright, Kittens" and "Turncoat," originally covered here. The extended ads still leave me with unanswered questions, but one thing is certain: having "Dexter" star Michael C. Hall as a voiceover still simultaneously excites and scares me. Strange things happen in abandoned warehouses in "Alright, Kittens." A group of people arrive, donning cat masks, only to be met by people wearing mouse masks. A mask stare-down ensues, until a group wearing dog masks appear, causing both groups to disperse. See it here. A lone elephant is seen running in the desert by an eclectic group on an unknown trip. One man asks if this sight is normal -- and next thing you know, the GPS is being directed to the emergency room and a man pulls a large syringe from his briefcase. Who or what is being sedated? Watch it here. Wieden+Kennedy Portland created the ads.

Britax, a car seat and stroller manufacturer, launched a viral video and in-store campaign this week promoting its new stroller models, available at the end of June. Creative touts the stroller design, crafted to mimic a mother's embrace. The ads showcase naked mothers holding their children, juxtaposed with similar positions held by Britax strollers. "Thoughtfully designed to fit you and your child," closes the viral, seen here. In-store ads are similar to viral work, featuring naked moms holding naked babies. See it here. Gotham created the campaign.

Visa created "Go Fans," a worldwide campaign promoting Visa's partnership of the 2010 FIFA World Cup. "Anthem," along with most World Cup ads, showcases cultural and economic differences among countries. These differences are cast away for one month every four years when countries unite with a shared love of football. The spot features footage of fans expressing game jubilation, sadness and nervousness while country flag colors are prominently displayed. Watch it here. In addition, customized print ads were created, showing a passionate fan, country colors and the copy: "express your true colors with the easier way to pay." See creative here and here. TBWA/Chiat/Day Los Angeles created the campaign.

Here's a look at the print element from Nike's global football brand campaign, "Write the Future." The campaign's centerpiece is a three-minute spot, also named "Write the Future." Print ads celebrate how one moment on the field will be etched in the memory of those fortunate enough to witness it, and preserved in statue form for future generations. "Defend your legacy," says an ad memorializing Cannavaro kicking a ball away from the goal. See it here. "Weave your way to immortality," says an ad featuring Robinho moving past a defender. See it here. Click here, here, here and here, to see additional ads with Drogba, Ronaldo, Rooney and Ribery. Wieden+Kennedy Amsterdam created the campaign.

Leave it to Apple to craft an ad featuring equal parts of iPad and lap/feet shots and make it work. The ad poses the question, "What is iPad." It's the product that sold 2 million devices in two months. Not one for tooting its own horn... loudly, the voiceover defines iPad for viewers. "It's 200,000 apps and counting. All the world's Web sites in your hands. It's video, photos, more books than you can read in a lifetime. It's already a revolution. And it's only just begun." Like I said; subtle. See the ad here, created by TBWA/Media Arts Lab.

Southwest Airlines rejected this PETA ad for its in-flight magazine, Spirit, deeming it too sexy. I don't think it's that bad. For PETA, it's pretty tame. How do you feel about it? The ad, promoting a vegan diet, shows an airport security scan of a woman clad in a bra and underwear that says: "be proud of your body scan: go vegan."

With summer unofficially here, let's take a look at a campaign launched earlier this year by MADD Canada, urging drivers to call 911 and report drivers suspected of being under the influence. "Campaign 911" features four TV spots, set in a talk-show format. The show, "Stayin' on the Road," hosts a variety of guests who share their secrets to driving while impaired. "Hal" uses the digit method to stay on the road. See it here. "Lenny" believes that going straight, and not making turns while driving, keeps him safe. If there's a bend in the road, keep going straight. Watch it here. "Rob" takes the back roads because sobriety checkpoints are found on main roads. See it here. "Ryan" always keeps a penny handy when driving impaired. He sucks on it in an effort to beat a Breathalyzer test. Watch it here. "There are a lot of idiots out there. Help us keep them off the road," concludes each ad. TBWA/Toronto created the ads, directed by Adam Massey of Holiday Films.

Random iPhone App of the week: The Meredith Women's Network launched a Mixing Bowl app that gives users access to the recipes and activities on MixingBowl.com, Meredith's social networking site for foodies. Mixing Bowl members can access recipes and friends from anywhere. Need an ingredient list while grocery shopping? Done. Want to learn how to make authentic pho or bouillabaisse? The app allows users to rate and share recipes and chat with others while cooking. Sourcebits developed the free app available in the App Store.

Amy Corr is managing editor, online newsletters for MediaPost. She can be reached at amyc@mediapost.com.

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11 ways to sell

From Craig Garber:

Whenever you're selling something, for the most part, you
need to sell the end benefits or results, or the
experience. Rarely does anyone find inherent value in the
product itself.

That's why, commercials for even extremely popular products
like the iPhone, talk about all the apps available and the
incredible experience these features give you. You never
hear anyone talking about the product itself as the benefit
-- because that's NOT the benefit and it's not the reason
why people buy.

So with that in mind, here are 11 different appeals you
should be using to capture your prospects attention and
increase your sales.

1. Eliminate pain - including both physical and emotional
pain

2. Burning flab - which could easily be included in the last
appeal

3. Eliminate worry - which comes in a multitude of versions

4. Eliminate money worries - perhaps the strongest appeal in
the 'eliminate worry' category

5. Avoid embarrassment - which is also sometimes a
sub-appeal of 'eliminating money worries,' but can be used
in social and psychosocial situations as well

6. Save money - usually related to a specific chore,
process or product that is often used

7. More leisure time - everyone wants this, for sure

8. Safety - in today's crazy world, people need to feel
more safe in LOADS of different situations, and they're
more than prepared to pay for this

9. Short-cuts - if you can save someone time and energy in
something they do, you've got a great appeal

10. Desire to be popular - this goes from being liked at
work, to not being single, and loads of other places in
between

11. Advancing and getting ahead - go-getters take action
when they know there's something in it for them

There is virtually nothing you might sell, that wouldn't
allow you to use more than one of these appeals... as long as
you're paying attention to what you're buyers really want.

Now go sell something, Craig Garber

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Wednesday Night Marketing News from Mediapost

Click & Read:

Retail

Toys 'R' Us Boutiques Promote 'Toy Story 3'

by Karl Greenberg

The flagship store in New York's Times Square will include a walk-in "Toy Story 3" branded action figure, and the in-store Ferris wheel there will have a "Toy Story" theme. Toys "R" Us is also selling a line of themed toys for younger children, including furniture, beds, and stepping stools and a new "Toy Story 3" Imaginext line from Fisher-Price. ...Read the whole story >>

Beverages

Beverage Industry Convergence Accelerating

by Karlene Lukovitz

Pinched by declining sales in their traditional categories, retailer pricing pressure and other factors, beverage makers are increasingly looking to acquire or partner with companies outside their core product segments as a growth strategy, according to a new Rabobank report, "Convergence in the Beverage Sector." ...Read the whole story >>

Retail

Nike, Walmart Lead In Use Of Organic Cotton

by Sarah Mahoney

One change is a big increase in demand for organic home textiles. "The industry has been really apparel focused until now, but between companies like Target, with its sheet and towels, a new line from Bed Bath & Beyond, and Williams-Sonoma's expansion into this area, it's really taken off," says Organic Exchanges' LaRhea Pepper. ...Read the whole story >>

Automotive

Ford's Fiesta Is Headed For The Hills Of Tennessee

by Karl Greenberg

Ford is leveraging the connection between music lovers and its Fiesta with partnerships and activities that mirror the Fiesta Movement social media campaigns that have been running for a year. After last weekend's "Movement: Detroit's Electronic Music Festival" in Detroit, it's on to Bonnaroo. ...Read the whole story >>

Financial Services

American Express Contest Solicits Film Pitches

by Tanya Irwin

American Express is getting the word out about the contest on its Facebook and Twitter pages while the film festival is also conducting "organic outreach efforts to influential members of the online film community." The financial services company also is running online ads on key industry sites, says an American Express spokesperson. ...Read the whole story >>

Food

Stork Gets New Look In Vlasic's Biggest Campaign

by Tanya Irwin

The campaign features a redesigned stork, considerably slimmer and now three-dimensional. He was created by AOR Merkley + Partners with animation company, Passion Pictures. The stork will "now live in the environment around him, interacting with people in a more relative way and carrying a slightly younger attitude," according to the company. ...Read the whole story >>

Retail

ESPN, GE, Dunkin' Most Beloved New England Brands

by Sarah Mahoney

The company surveyed 350 top marketing execs everywhere but New England, asking them to name the area's 25 most powerful brands. ESPN was named the most powerful, followed by General Electric, and Dunkin' Donuts. Subway, Ben & Jerry's, L.L. Bean, Bose, Samuel Adams, Ocean Spray and Staples rounded out the top 10. ...Read the whole story >>

Report: Kmart Testing Laundromat

Toyota Down, Hyundai Up In Cars.com Study

Hotels.com Offers 'Vacation for Life'

Minute Maid Debuts New Bottle Designs

HSBC Launches New York Effort

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More than Selling Soap

Check this out from Drew:

Dawn walks out their brand talk -- thanks to BP Oil Spill

by Drew McLellan

I am sure that everyone at Proctor & Gamble (parent company of Dawn liquid soap) wishes that the BP Oil spill never happened. I'm sure they are just as concerned as the rest of us are about the short and long-term implications of this disaster.

However... they were also smart enough to recognize the incredible opportunity it presented to them.

Dawn liquid soap is the only product approved for use with animals who have been oil-soaked. So as people are paying more attention to the entire crisis -- Dawn is playing a starring role.

And I'm not just talking about the news media shots of the adorable ducks getting a bath. P&G has really thought about how they can differentiate themselves from the other liquid soaps.

Let's face it -- the fact that you can use Dawn to clean off an oil-soaked animal is not going to come in handy for most of us. We're not going to rush out and buy Dawn now that we know. Our pets aren't likely to be dunked in oil. But... we love a hero. And Dawn's stepping up to that role by taking the lead in not only caring for the animals affected by the spill but by becoming a voice of advocacy and information regarding the problem.

So, since we have to buy dish soap anyway...why not buy the hero brand that is stepping up to making a difference?

Let's look at the various ways they're claiming this leadership position.

The TV spot:

The bottles/the donation:

Notice the new bottle design. See the cute (and clean) animals? What you can't really see is the little snip on the top of the label. But on that snip, they tell you how, through the purchase of that bottle of liquid soap, you can donate $1 to save wildlife. To activate your donation, they direct you to www.dawnsaveswildlife.com. (By the way...as of 5/31, they'd raised $413,475 thanks to their consumers -- can you say that's a huge boost in soap sales?)

The website:

When you get to the website, they don't just let you donate, they engage you in the crisis. They connect you to photos of animal rescues, encourage you to meet some wildlife champions and visit their Facebook page.

The Facebook page:

Here's where they really set the hook. They use Facebook to tell us stories about the rescue, show us pictures and promote the organizations who are doing the hard and dirty work. They don't hold themselves out as the heroes -- they are the support behind the heroes.

In other words -- they're writing about what they know we care about, not their soap. They celebrate when the animals are released back into the wild, they teach us how we can protect and save animals in our own neighborhoods and they are the chief cheerleaders for the effort.

Brilliant!

So... why does all of this work and where's the brand lesson for us:

• Dawn understood their own product -- and saw how they were genuinely different (self awareness)
• Dawn was willing to share what they had/knew in a time of crisis (sincere generosity)
• Dawn was willing to let the conversation be about more than their soap (be a part of something bigger)
• Dawn put resources behind the bigger picture, knowing it was in alignment with their brand (they give, not just take)
• Dawn found a way to let us connect (we can donate, we can follow the efforts on Facebook, etc)
• Dawn found a way to sustain our interest and their effort -- just watch what they do over the next few months, I am guessing!

Bravo P&G. And thanks for helping save the animals!

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Pen & Paper

from my email:

Daily Sales Tip: Write It Down

Salespeople who listen more than they talk tend to win more sales. After all, listening gets you information you need to better understand the customer's business and deliver a solution that works best for them.

But salespeople who take notes while listening can have an even bigger advantage. Why? Because prospects have grown wiser. They recognize that some salespeople only superficially listen or are simply waiting an appropriate amount of time before launching into their presentations.

When a salesperson takes notes, prospects are more readily convinced the salesperson is truly interested in doing what's best for the customer. That builds trust and credibility.

Source: Famed negotiator Herb Cohen

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