Loyal as an 11 year old

Can you honestly remember what your loyalties were back when you were 11?

If you are only 13, you're disqualified to play.

Without looking at old picture albums and checking the dates, I have no idea.

Today's Tweens are not that much different.

Here's some marketing insight from Mediapost:

Lessons From Justice, Lego, And 'Diary Of A Wimpy Kid'

For a brand to be successful in the tween market, it must understand three essentials needs of that consumer: aspiration, security, and acceptance. The combination of these three doesn't equal success 100% of the time, but these are all important elements.

Tweens are aspirational. Tween girls want to be teen girls. That will never change. They want to dress like their favorite Disney and Nickelodeon stars. Stores like Justice offer skinny jeans, UGG-style boots, and graphic tees. The stores even offer cosmetics and spa products! It's the very definition of tween aspiration.

It's also important for tweens to shop in a comfortable environment. Justice offers tweens that security. They know that there will be no embarrassing moments shopping amongst their teen counterparts. And more importantly, there are no tween boys. It's important to understand that even though tweens aspire to be older, psychologically they are more like children than they are teenagers. They still need and want their mom to play a major role not only in their buying decisions, but also in their lives. In a recent Buzz Marketing Group survey, Mom ranked #1 as a confidant over teachers and friends.

Tweens also need to feel accepted. If a tween girl is going to try out a "punk" look, it's more likely that her group of friends (or her tribe) will also be trying out this look. Tween girls are figuring out who they are and what they want to be. They're still not sure of themselves. They are experiencing new things everyday and have yet to totally define who they are. Tweens will not try a brand that has not yet been vetted for the cool factor. Even a Queen Bee tween is most likely sporting well-known brands. It's just not a risk they're willing to take.

While tween girls identify themselves based on their retail choices, tween boys are not shoppers. Where will you find a tween boy? The obvious answer is playing with his video games. They may have abandoned the Legos they played with as boys for Lego Star Wars, the action video game that, according to Wired magazine, has sold over 6.7 million copies. So we know that boys like the action and escapism offered in video games, but what else do they like?

Books. That's right, tween boys are big readers. And no series is more popular with tween boys than Jeff Kinney's Diary of a Wimpy Kid. This series offers every element I mentioned earlier as being important to tweens: aspiration, security, and acceptance. In some ways, they can relate to the main character in the series, Greg Heffley. Even though he may be a little nerdy, he's aspirational. He's a nerd who wins. There is security in the reading experience. It's something that tween boys own. It can also be as private or as public as they like. And Diary of a Wimpy Kid is cool with other tween boys and girls, having sold millions of copies.

But here's one final caveat: tweens are not brand loyal. One example of their lack of loyalty is the transition of all of the Limited Too stores to Justice. Same products, different name, same tween customer. Tweens weren't loyal to the Limited Too brand at all. Justice may have been a different brand name, but it offered the same aspiration, security, and acceptance.

Marketers are going to have to work that much harder post-Recession to attract consumers, and tweens are no different.

Tina Wells is founder/CEO of Buzz Marketing Group, a youth marketing agency specializing in research, events, and promotions. She is the author of "Chasing Youth Culture And Getting It Right," which will be published by Wiley in April 2011.

Sphere: Related Content

In Defense of Starbucks

I read this commentary and it makes sense.

Still I have my reservations, not about the logo design, but what is Starbucks going to be anyway?

From Mediapost:

Unshackling Starbucks' Logo by Vikas Mittal

As our research shows, highly committed consumers react negatively to logo redesigns. To the extent that highly committed consumers are closely connected to the brand, any change can be seen as negative. This is why such changes should be deliberate and carefully managed.

Some experts also are criticizing Starbucks' move to drop "Starbucks" and "coffee" from its logo. Such criticisms may be shortsighted. Realize that major markets for Starbucks lie abroad and not within the U.S. Starbucks has about 400 stores in China and plans to triple that in the next few years. Similarly, it is set to enter India in the next couple of years with a presence in many other countries and cultures.

In such a multicultural, multilingual, and ethnically diverse marketplace, it is important for Starbucks to consolidate its logo by simplifying it, removing linguistic elements, and broadening its value proposition, which is not limited to coffee alone.

By simplifying the logo, Starbucks has obviated the need to translate the words "Starbucks" and "coffee" on its logo into many different languages as it enters regions where English is not the main language. It may seem difficult now, especially to U.S. consumers, but in the long run a visual logo without text will do Starbucks a lot of good. Obviously, the benefits will only materialize if Starbucks supports its brand positioning through marketing-mix elements such as innovative products, high-quality service, and the café ambience people have come to associate with the brand experience.

Could customers get confused if they don't see the words "Starbucks" and "coffee" enmeshed within the logo? It is possible, but not probable. Unlike branding experts who seem to focus on the logo as an isolated entity, customers are usually not presented with the Starbucks logo in isolation. In most cases, customers are in a Starbucks café and know they are buying Starbucks coffee.

When buying Starbucks products in the supermarkets, the logo is displayed on the packaging, which also shows the brand name and the product description, as well as a differentiating message. It is these latter elements that need to be adapted based on the culture and language of the various international markets. Many companies have successfully adopted such a strategy to have a global brand with local roots, and there's no reason why Starbucks cannot do that also.

Starbucks has become an iconic American brand. However, it must now reach beyond the U.S. and become a world-leading brand. From this perspective, un-shackling linguistic barriers ("must spell Starbucks in English on the logo") and crossing the product chasm ("must say coffee") is a necessary first step for Starbucks.

Clearly, Starbucks must support its logo redesign with appropriate investments and resources designed to deliver on the brand promise -- high-quality product, superior service, and distinctive psychological associations. CEO Howard Schultz has the right ideas -- and execution capacity -- in that regards. Let's sit back, take a sip, and enjoy!

Sphere: Related Content

The Truth About Women

Over the next week, I'm going to be reading an insightful book from Michele Miller that promises to help us guys understand how to marketing to women.

In the meantime, as you are wrapping things up for Christmas, I have two things for you.

First a link to the past. This is how advertising used to portray women. Click here.

And here's some insight on what we should be doing in 2011 from Mediapost:

The Eight Truths For Talking To Alpha Moms

Marketing to specific audiences is no different than fishing, and if you want to catch a big fish, you need the right bait. Reaching the coveted and influential "Mom market"-made up of Soccer Moms, Momma grizzlies, and whatever else you call her-is the goal of most marketers looking to succeed, but to reach them directly, properly and inoffensively is an art.

In the Mom market, the thought leader, trend setter and influencer is the Alpha Mom. She is the one who seeks out new products, information and services, has an extended social network and a willingness to share information.

Think Like One

If you want to catch an Alpha Mom you have to think like she does: She uses all available informational resources to stay at the top of her game. She is tech savvy, an early adopter and is honest and communicative in her reviews. She readily trumpets finds or flops without encouragement from marketers and PR people. She wants to be the first to champion a brand, product or service she believes in or the first to openly criticize a brand, product or service she deems unworthy.

Reliable Information

An Alpha Mom knows that to remain an influencer, she needs good, credible content and reliable information. To get both, she proactively devours research, including information found through traditional searches, blogs and wikis from the media she chooses. She doesn't spend time watching TV or leafing though magazine ads, which only allow for one-way communications and ads. Instead, she actively indulges in social media which has, consequently, given her the power of instantly recommending (or not) any brand, product or service to her large circle of "friends" and followers. She answers requests for advice posted by others and she crafts tweets with shopping advice and sales opportunities.

The Plan

Marketers can best reach Alpha Moms with authentic information that does not pressure her into making a decision or into writing a biased review. An Alpha Mom does not want to be sold or talked into an opinion. She wants to try a brand, product or service for herself and to form her own judgments.

Here's an eight-point plan for finding and getting through to an Alpha Mom. The overriding theme is credible content, told well.

1. Tell her the truth.

2. Tell her quickly. She is always busy.

3. Tell her where she will listen: her phone, her iPad, Facebook, mom blogs and the like.

4. Don't forget print. It's content-rich and still relevant in the Alpha Mom's world.

5. Highlight the benefits for her and her family.

6. Make that benefit worthwhile and measurable - as well as simple to digest.

7. Deliver on your offer in a tangible way.

8. Ask for her feedback; a conversation is always better than a monologue.

The value of a conversation with an Alpha Mom should not be underestimated. Her feedback will make your product or service better, easier to sell and more beneficial to more consumers. She will help you zero in on what's best for your target audience (she is, after all, one of its leaders) and will ultimately help you sell.

So give an Alpha Mom your best content and offers. She can't wait to tell her friends.

Kimberly Jackson is an Editorial Strategist at King Fish Media, a custom media firm. Kimberly is a former executive at Ziff Davis, Carat Interactive and a mom of three kids.

Sphere: Related Content

Tuesday Night Marketing News from Mediapost

Click and read, as usual:

Financial Services

At OMMA Global, Aflac CMO Charney Touts The Duck

by Karl Greenberg

"Brand awareness has gone from 11% to 91% in fewer than four years. The commercials worked so well, but people were laughing so much they didn't know what Aflac was about." So, the company developed "You don't know Quack," a guerrilla campaign with cryptic billboards the company left up for 15 or 20 days. "Ultimately, we put a duck up there and finally the Aflac name." ...Read the whole story >>

Packaged Goods

P&G To Push Cold-Water Laundry Washing

by Sarah Mahoney

"It is going to be very difficult to get consumers to switch to cold-water washing," Jacquelyn A. Ottman tells Marketing Daily. "We are obsessed with cleanliness, and P&G is the company that got us to believe we wanted laundry that was whiter than white, and that you need hot water to get things really clean." ...Read the whole story >>

Entertainment

Disney Kicks Off User-Generated Campaign

by Tanya Irwin

Disney Parks guests will star in TV spots as part of the "Let the Memories Begin" campaign. For the first time in its 55-year history, Disney Parks is featuring the home videos and snapshots of real guests in TV spots, print ads, online and in other marketing efforts. The campaign kicks off with a TV commercial created from videos posted online in social media forums. ...Read the whole story >>

Electronics

Samsung Makes Web Site More Consumer-Friendly

by Aaron Baar

"There's a lot of change going on with the ways consumers interact with each other and with products," Kris Narayanan, vice president of digital marketing at Samsung Electronics America, tells Marketing Daily. "This Web site is a culmination of a rigorous process of identifying what drives consumer interaction and experience." ...Read the whole story >>

Beverages

Not So Wonderful: FTC Calls POM Ads Deceptive

by Karlene Lukovitz

"When a company touts scientific research in its advertising, the research must squarely support the claims made," said David Vladeck, director of the FTC's Bureau of Consumer Protection. "Contrary to POM Wonderful's advertising, the available scientific information does not prove that POM Juice or POMx effectively treat or prevent these illnesses." ...Read the whole story >>

Automotive

Chevrolet, Microsoft Go Multi-Screen For Volt

by Karl Greenberg

Instead of using a real steering wheel, the two -- who were playing the new Microsoft Kinect-powered game -- controlled their vehicles with body movements. The game was a demonstration not only of natural user interface (NUI), which uses movements and touch instead of keys and wants to navigate digital media, but of how the companies are partnering to launch Chevrolet's Volt electric car, which goes on sale in November. ...Read the whole story >>

Target Pledges $1 Billion For Education

Survey: Most Feel Helpless Over Healthcare Costs

Ben & Jerry's Agrees To Change All-Natural Claims

Sphere: Related Content

Tuesday Night Marketing News from Mediapost

Click and Read:

Retail

Macy's New Campaign Steps Up The Magic

by Sarah Mahoney

Just in time for Fashion Week, Macy's is unveiling a new celebrity-loaded campaign to promote its exclusive brands. Themed "Find Your Magic At Macy's," the new effort continues to draw on Martha Stewart, Jessica Simpson and the other famous faces behind its brands, but also plugs the retailer's special events, from the Macy's Thanksgiving Day parade to fireworks to flower shows. ...Read the whole story >>

Research

Brand 'Warmth' Key To Loyalty, Purchase Intent

by Karlene Lukovitz

Memo to Burger King's new owners: Check out the "warmth" factor while strategizing about how to better differentiate BK from McDonald's. According to a new study, consumers' perceptions of a brand's warmth, in particular, along with perceptions of its competence, heavily influence both their purchase intent and loyalty. ...Read the whole story >>

Automotive

Mazda Seeks 'Soul Of Motion' In New Design Language

by Karl Greenberg

The new look -- a more mammalian, "about to pounce" sensibility -- reflects the aesthetics of new design chief Ikuo Maeda, who joined last April. Maeda has introduced his own concept to evince the "Kodo" look: the sleek Shinari four-door, four-seat sports coupe. ...Read the whole story >>

Retail

Timberland Focuses On Environmental Heroism

by Tanya Irwin

The Stratham, N.H.-based retailer is launching the global campaign, with the theme "Nature Needs Heroes," in conjunction with its new Earthkeepers collection. Made with materials like recycled rubber and recycled PET (one and a half plastic bottles are used in each pair of Earthkeepers boots), Earthkeepers product is one of the company's leading and fastest-growing product collections. ...Read the whole story >>

Coda To Launch Electric Car In Hawaii

Report: Maybelline's Fit Me Targets Color-Conscious

Most Don't Know Mobile Contract Expiration Date

Chevrolet Cruze Launch Will Be Factory Event

Electronic Arts Re-Records Songs For Sims 3 Pack

Southwest Gives Facebook Fans Sneak Peek At Ads

Sphere: Related Content

Give It To Them The Way They Want It

It seems like a simple concept.

Find out what your customers want, and then give it to them.

Unfortunately there's a certain type of business that refuses to change and pay attention to what their customers want and only do things that are easiest for the business.

Those types of businesses will soon be posting "Out of Business" signs in their windows.

Check out this from Mediapost:

Where Shoppers Want to Find Their Promotions

According to a new CrossView survey among shoppers in North Carolina, Ohio, Illinois and Kansas, to determine' retail promotion preferences, 35% said they were shopping due to a recently received promotion from a retailer. Of those who did not receive a promotion, 68% said they would have been more likely to visit a store if they had been given one. Respondents were 64% female and 36% male.

The survey showed a significant consumer preference for receiving promotions via email as opposed to other methods of delivery. Social media, considered by many retailers as the next wave of consumer communication, ranked nearly last with 9%.

Preferred Retail Promotion Delivery (% of US In-Store Shoppers)
Delivery of Promotion	% of Respondents
Email	37%
Mailer	23
Text message	18
In-Store	11
Social Media	9
Other (TV, Street Sign, Website, Newspaper, etc)	3
Source: CrossView, July 2010

Mark Fodor, Chief Executive Officer at CrossView "The survey findings... show that delivery methods and consumer preferences are across the board... retailers need to be able to communicate brand, product and promotional messaging consistently across channels."

Among respondents shopping due to a promotion, delivery methods included:

• 32% Mailer
• 29% In-Store
• 27% E-mail
• 9% Other (TV, Street Sign, Website, Newspaper, etc)
• 4% Text
• 0% Social Media

Fodor adds, "... regardless of which technologies are ‘hot,' shoppers expect to navigate between channels based on convenience and personal preference."

The shoppers also indicated willingness to receive other types of communications from retailers. 39% percent of respondents said they would like to receive new product information, 16% requested store opening/closing notices, and 12% said they would like to receive discounts/coupons.

For more information from CrossView, please visit here.

Sphere: Related Content

Next up: Generation Z!

from Mediapost:

Three Predictions About Generation Z

In 2010, Gen X, the group defined as having graduated high school around the turn of the millennium, might as well be considered over the hill. Likewise, Gen Yers are slowly growing up and out of their "teen" phase, paving the way for tweens to take the crown. Increasingly, pre-teens of today are becoming more savvy and in tune with behaviors and preferences normally reserved for teens.

So what is this generation -- chronologically called by the name "Generation Z" -- going to look like? Here are three predictions:

1. Sorry, Kindle, Gen Zers are iPad enthusiasts.
The iPad has been the breakthrough device of the year. One could argue that the iPhone 4 or other mobile technologies should take that crown. But the iPad has created an entirely different way of receiving and absorbing information in 2010. Has anyone seen that cool new Popular Mechanics application?

Increasingly, parents are turning to bite-sized devices to entertain and educate their children. The iPad will outpace the iPhone for the chosen "keep the kids entertained device" for Gen Z parents as there is more room for security, limited need for a data plan, and the device will allow parents to hold onto their cell phones versus giving them to the kids to stay occupied. Not to mention the price point of an iPad makes it the perfect, dare I say, in-be"tween" device that's not quite a computer, but not quite not either.

2. They won't take criticism well.
If there's one thing we've learned from Generation Y, it's that they're not to be ... umm ... messed with. One slip of the tongue with a teenager and they're likely to stomp on your foot, leave the room, and start an empire quicker than you can say Facebook. The generation of entitlement is only going to continue to grow, so be prepared to speak to your young-ers the right way.

Sounds weird, doesn't it? Don't ignore it because, from a marketing perspective, it's very important. A group of Gen Zers will be able to sabotage a brand, kill a campaign, and destroy the bottom line of a company with just a few keystrokes on a status update or Twitter. Qualified responses don't matter, perception is reality, and this group is going to have a big opportunity to shift brand perception in an unprecedented way.

3. They will continue to find loopholes.
This is probably the most important prediction as it will affect everything in a marketer's toolbox -- creative, media and loyalty programs included. As information continues to be more accessible, and advertisers look to find a way to reinvent media spaces, such as the 30 second spots, banner placements, etc., Generation Z will continue to find ways to access their information more quickly.

Loyalty programs will become "what have you done for me lately" programs, as the marketplace becomes more competitive, social and referral based. The days of using one brand of toothpaste for years is nearing its end! Creative will need to be more compelling to not just cut through the clutter but to engage this audience in something interactive. Overall, a very interesting game of cat and mouse is about to ensue, and marketers will need to be even more on their toes in choosing the right strategy, creative, and media to engage this audience.

The moral of the story? Engage teens, but prepare for the "über teen." Generation Z is on the rise, and it may just be the most agile, fickle and trickiest to engage generation yet!

Frank O'Brien is the founder of Conversation, a strategy-driven, independent advertising agency specializing in emerging technologies and cross-channel marketing integration. Building on his previous success at agencies such as Deutsch Inc and Mr Youth, Frank has grown Conversation's client roster to include The Children's Place, Estee Lauder, Unilever, E*Trade, Rocket Dog, Prince Tennis, Pollo Tropical and HGTV, among others.

Sphere: Related Content

Reaching Gen Y with Blogs

Last month I was part of a Social Media Panel and when asked what Social Media platform I prefer, I said:

1. Blogs
2. Twitter
3. Facebook
4. LinkedIn
5. YouTube

I made my mark in social media by writing and editing several blogs that have gathered attention locally, nationally and internationally.

Twitter is the tool I use to interact and engage.
Facebook I use only because "everyone" is on it.
Linked In is the place for professionals to network.
YouTube is another tool that I use more regularly in support of other things I use.

But back to blogs... check this out from Mediapost:

How To Incorporate Blogs Into Your Strategy

Today there are so many resources for the consumer to research and understand a product's benefits and shortfalls -- from the manufacturer's guide to a friend's recommendation to online reviews and more.

Over the years, brands have worked hard to control their image, and critique was limited. Today, critique has free rein. Brands recognize the power of social media -- both good and bad -- but many still try to control it. This is most apparent in the advent of paid-for-endorsement by bloggers. Although consumers consider multiple sources when making their purchase decisions, it is peer-to-peer influence that carries the most weight, especially for Gen Y.

Brands need to be conscious of how they insert themselves into that conversation. Authenticity is crucial to Gen Y, and when brands pay bloggers to endorse their product, members of this generation quickly sniff it out and stamp it "fake." The credibility of the brand and the blogger are both weakened. This is not to say you shouldn't use blogs in your marketing efforts. As research shows, this is one of the most powerful tools marketers have today. Our study, "Why Y Women," showed that 42% of Gen Y women have discovered a new brand or product from a friend mentioning it in a status update, and 31% of Gen Y women have favorite blogs that they read regularly.

It is imperative for brands to understand how to leverage the right blogs in the right way. Below are some tips for adding blogs to your media mix:

• Avoid paid bloggers: Work hard to get your brand in the hands of bloggers who are your target demographic and love your brand. Believe in your product and give bloggers the opportunity to write about it without the payment. Paid bloggers lose credibility with their audience.

• Understand the content: Bloggers are individuals who mostly write about their thoughts and opinions. With the fragmentation of the web and so many niche sites and blogs, it is almost impossible for any marketer to read them all. However, it's critical you do your research before paying money for ad placement or promotions. Understand the voice, tone, audience and reach of the blog. Avoid ad networks where you don't know where you ad will show up.

• Get creative: The Ford Fiesta movement is smart, on- target to Gen Y and innovative. Ford has done an excellent job of getting bloggers to creatively express themselves around its product and has expanded the campaign to include all forms of media. It is truly cross-platform and integrated.

• Measure on engagement, not CTR: The click is dead. We all know this, but it is even more so when it comes to Gen Y. The number of people online who click display ads has dropped 50% in less than two years and only 8% of Internet users account for 85% of all clicks.

However, do not mistake lack of click-through for lack of impact. The exposure brands get on their various partner sites needs to be measured through engagement, which comes in multiple forms. Work with your vendor pre-buy to understand what measurement should look like on-site. Understanding the mechanics of the blog and what engagement means will be critical to understanding the campaign's success.

With the online landscape continuing to morph, combined with Gen Y's fickle behavior, we are learning together how to use social media and blogs to get our message heard. These are some of the tips we've been able to share with our partners this past year. What have you learned? I'd love to hear what has worked for other brands out there.

Kristine Shine is VP of PopSugar Media (www.popsugar.com), a division of Sugar, Inc., which provides content and social media for Gen Y women. She is responsible for helping marketers forge a trusting relationship with Y Women through PopSugar's sites. Kristine posts insights about Gen Y and digital marketing at http://whygeny.onsugar.com/. Follow her on Twitter @kristineshine. Reach her here.

Sphere: Related Content

New Ad Campaigns

Our weekly update from Amy:

"Eye Candy." Chandelier streetlights. A chain reaction set to music. Let's launch!

Think you can't have fun in small places? Think again. Frito Lay launched two TV spots promoting its single-serving multipacks, which compact fun into tight spots. In "Elevator," a woman drives a bumper car in small quarters. Similar to what happened to Austin Powers, this woman bumps from wall-to-wall, but has fun trying to vacate the elevator. Watch it here. A family munches on snacks as Dad struggles while "Wall Climbing." He's sweating, struggling, and barely off the ground. See it here. BBDO, Toronto created the campaign, directed by Scott Corbett of Holiday Films.

Headaches can sometimes feel like a woodpecker pecking at your skull. I really like this portrayal. Nurofen offers pain sufferers "targeted relief from pain." The ad begins with a woman with a throbbing bull's-eye on her head. Inside her noggin is a bird pecking a tree. Nurofen takes effect and targets the specific source of pain, turning the woodpecker into a happy, quiet tree resident. See it here. Mother London created the campaign, produced by Psyop, New York and Smuggler, London.

Hyundai had major ad presence throughout the Academy Awards, featuring celebrity voiceovers from Kim Basinger, Richard Dreyfuss, David Duchovny, Catherine Keener, Michael Madsen, Mandy Patinkin and Martin Sheen. Regular voiceover Jeff Bridges could not be used, since the Academy has a rule that limits the use of nominees in ads. My favorite Hyundai ad of the night was "Luxury." What better place to launch an ad about extreme excess than an awards ceremony? Luxury is made available to everyone in the ad, shown here. Police officers eat caviar, basketball is played with designer balls, lobster is served in lunchroom cafeterias, crosswalks are made from red carpets and chandelier streetlights illuminate the town. Moral of the story: since those luxuries are fantasies, you should drive a Sonata to experience lavishness. Innocean Worldwide created the campaign.

I might like OK Go's music videos better than their actual music. The band's latest video, "This Too Shall Pass," is a large chain reaction set to music, which lasts nearly four minutes. The homage to Rube Goldberg was funded by State Farm insurance, a tidbit mentioned at the conclusion of the video. Look closely, though, and you'll see State Farm's logo at the start of the video on the red toy truck. Watch it here. The end result took two days to shoot, close to 60 takes, months of planning -- and easily puts the "Truffle Shuffle" to shame. James Frost of Zoo Films directed the video, which was co-created along with OK Go and Syyn Labs.

BBC Global News launched a TV spot promoting "SuperPower," a series of programs aimed to change the way people think about the Internet. A ghostly, floating woman portrays the wealth of Internet users in the ad, seen here. She walks alongside President Obama, stands in front of a bulldozer knocking down a forest of trees, and walks into raging gunfire. "Our army is a billion strong and growing. We are the people of the Internet and together we are shaping the future of human kind," ends the ad, created by RKCR Y&R.

Sony created a video used at trade shows and in stores worldwide that plays off the brand's global brand message of "make.believe." "Eye Candy" is divided into three parts: "Birth of Color," "Explosion of Color" and "Release of Color." Eggs crack, releasing blue and pink yolk. A woman is colorized, along with trees, apples and flowers. Twirling dance outfits further bring color to life, and the video ends with a flying parrot and bursting bubbles. Watch it here. ChickINchair created the campaign, directed by Will Hyde of Superfad.

The music is upbeat and that's about it. Apple launched "Meet iPad," the debut spot promoting the April 3 iPad release date, during the Academy Awards. A user reads a book and newspaper, organizes pictures, watches a movie and sends email while "There Goes My Love" by The Blue Van plays. That's all she wrote. See the ad here. TBWA/Media Arts Lab created the campaign and handled the media buy.

How did I miss this initiative last year? When Tribune Media Group launched ChicagoNow.com, a blog network covering topics like politics, sports, fashion and sex, the company took to the streets of Chicago to spread the word. Outside a Cubs game a car was stacked in between two cars with a sign reading, "Call me crazy, but I think Chicago needs more parking." See it here. Another stunt featured strewn undergarments leading up to a steamed up car, feet in the window, and signage for the Sex and the Windy City blog, now at ChicagoNow.com. See it here. A "chalk blog" was created in Chicago's Pioneer Court using 40 eight-foot boards that encouraged passersby to jot their opinions. Print ads shown here, here and here, stayed on-theme with snippy creative addressing alleged baseball curses and famous building name-changes. Zig created the campaign.

Random iPhone App of the week: Outdoor gear and apparel retailer REI has updated its Snow Report app, adding additional features to help cold weather lovers find the best conditions for skiing, snowboarding and snowshoeing. Users can customize the application to view up to 12 different slopes via GPS, and view trail maps and Twitter feeds for more than 200 resorts, provided by REI members and customers. And check out the company's sporting gear and apparel, while you're at it. Download the App here, created by Zumobi.

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

Sphere: Related Content

Bargains

Look at where people are looking:

Bargain Hunters Start With Newspaper and Magazine Ads

According to a recent Adweek Media/ Harris Poll, 23% of adult Americans believe that newspaper and magazine advertisements are where they can find the best bargains. 18% believe online advertisements are most likely to help them find the best bargains. 10% say direct mail and 12% catalogs, 11% television commercials, and just 2% say radio. And, 34% of Americans believe the type of ad makes no difference when they are looking for the best bargain.

When looking for the best bargains, different age groups have different ideas of where to look:

• 18-34 year olds are more likely to say online ads (22%) and television commercials (17%) are the best places to go
• 35-44 year olds go online (26%)
• 24% of those 44-54 and 33% of those 55 and older say newspaper and magazine advertisements those are media most likely to help them find the best bargain

Advertising Most Likely to Help Find Bargain - Age (Base: All U.S. adults; % of Category Respondents)
	Age
	Total	18-34	35-44	45-54	55+
Newspaper/Magazine advertisements	23%	15%	16%	24%	33%
Online advertisements	18	22	26	17	12
Direct mail and catalogs	12	13	13	14	10
Television commercials	11	17	12	8	7
Radio	2	2	3	< .5	1
None- the type of ad makes no difference	34	31	31	36	36
Source: Harris Polls, January 2010

Among the genders, women are more likely than men to say newspaper and magazine advertisements, and direct mail and catalogs are more likely to help them find a bargain. Men, on the other hand, are more likely to say online advertisements are more likely to help them find a bargain.

There is also an interesting educational difference in the media people believe can help them find the best bargains:

• One-quarter of those with a high school education or less say newspaper and magazine advertisements are more likely to help them find a bargain, compared to 20% of those with at least a college degree.
• 29% with at least a college degree believe online advertisements are more likely to help them find a bargain compared to 12% of those with a high school education or less

Advertising Most Likely to Help Find Bargain - Gender & Education (Base: All U.S. adults; % of Category Respondents)
		Gender		Education
	Total	Men	Women	HS or less	Some college	College grad
Newspaper/Magazine advertisements	23%	22%	24%	25%	23%	20%
Online advertisements	18	21	16	12	18	29
Direct mail and catalogs	12	11	14	12	12	12
Television commercials	11	12	10	12	12	8
Radio	2	2	1	3	1	1
None- the type of ad makes no difference	34	32	35	36	33	31
Source: Harris Polls, January 2010

The report concludes that, while newspaper ads are still slightly ahead of others among all adults when it comes to bargain hunting, online is not far behind. And, online ads lead newspaper and magazine ads, as a source of information about bargains, among younger, better educated consumers, who are much more attractive to most advertisers.

Please visit here for additional information about the study.

Sphere: Related Content

Teens Text

A marketing prediction I made at the end of 2008 is becoming a reality. That prediction was that Smart Marketers will use text messaging to send offers to the teens and young adults to build their brand and become the next "Cool" item. Click here to read what I originally wrote.

This week Mediapost had this update on my prediction:

What's In It For Me?

Have you ever run into a teen without a phone or, better yet, one who isn't asking, "What's in it for me?" Rarely, right? So, when looking at marketing strategies targeting teens, you can't ignore mobile. You should even consider it as a primary media channel.

We've all heard the phrase "the medium is the message." In the case of teens, this is even more relevant. Teens will judge your brand in an instant. But by communicating in a first-person voice in channels in which they "live," you put your brand on a level playing field. You can grab their attention more easily than with a TV ad or other traditional medium and effectively drive them to take action.

SMS is just one of the many dimensions of the mobile channel that creates results. To harness its power, you have to grab young consumers' attention with a simple, yet strong call-to-action. An SMS program's rate of participation -- regardless of its targeted demographic -- is the result of media exposure coupled with a compelling call-to-action and offer. The equation looks something like this:

SMS Call-to-Action Response = Media Exposure x Call-to-Action Strength x The Offer Value

If you follow the five rules below while keeping this in mind, you'll be on the way to creating a powerful SMS call-to-action and offer.

1. Your shortcode is your new URL. For teens, mobile is the first place they want to go. Be bold, and make the shortcode BIG. It is part of the primary message. A simple SMS call-to-action will work with any advertisement and, while their parents may not, your teen consumers know what to do with those five numbers and keyword. Put it in every piece of printed and outdoor material you have. Your Website is the only possible exception; see point 5 to learn why. When looking at the specific call-to-action, focus on making the keyword and shortcode the strong elements, as these are the keys to open the door. For example: "Text the keyword DUNK to 777483."

2. Don't forget about the value proposition! Your young consumers are not going to join just because you are a brand they know. Offer something fun, engaging, useful and valuable. What teen wouldn't love a PlayStation or a retail voucher? People love the chance to win something. We've had clients build mobile databases three times faster than other clients simply by adding a sweepstakes element.

3. Out with vanity codes. Smartphones are here to stay. Vanity codes worked well, just like those catchy customer support phone numbers that spell out the company's name (SPRITE=777483), when all phones came equipped only with the standard 12 buttons. But what teen remembers that? BlackBerries, Palms and even iPhones now have full QWERTY keyboards. If you have a vanity code, then always include the digits; it's very hard to work out the numbers from the letters on a smartphone.

4. When in-venue, remember the rule of three. The call-to-action must be announced three times and supported with a visual reminder like video on a JumboTron. Ideally, have the announcer also do a shout-out asking people to grab their phones and TXT in. Announce the keyword and short code at the beginning, middle and end of the event. You are trying to get an entire venue's attention, to borrow some of their memory, and get them to act. Also, be sure you're advertising where they can get mobile reception.

5. If online, stay online. Asking people to grab their phone to send you an SMS when they are on their computer is a fail. Instead, offer them a field to enter their mobile phone number. Time and again, we see higher response rates to this mechanic than asking them to TXT in.

Remember, mobile is a teen's remote control for their world. It holds the key to their friends, family, social networks, and it goes with them everywhere. So respect the unique perspective and needs of teens, and you'll get them engaged in your mobile program.

Steen Andersson is co-founder and Vice President of 5th Finger (www.5thfinger.com), a progressive mobile agency that designs and implements engaging brand interactions for on-the-go consumers. 5th Finger has produced 5,000+ campaigns and 300 million interactions for such brands as Microsoft, LG and the U.S. Army. To find out more about 5th Finger and Steen's thoughts on the industry, go to http://blog.5thfinger.com.

Sphere: Related Content

Thursday Night Marketing News from Mediapost

Guess my neighbors Hummer will become a collectors item....

Automotive

GM To Let Hummer Die As China Deal Falls Through

by Karl Greenberg

Hummer was set to be sold off to Sichuan Tengzhong Heavy Industrial Machinery, but General Motors on Wednesday said that won't be happening. Like its Pontiac and Saturn brands, Hummer is going away. Ironically, the GM marque gets the highest scores for a mass-market brand in the latest J.D. Power & Associates Consumer Service Index. ...Read the whole story >>

Research

Experian: Choose Delivery Method Based On Age

by Aaron Baar

The rise of smartphones will likely mean an increase in mobile strategies, even among the older demographics for whom the phone is primarily a voice communications device, says Bill Tancer. "We're starting to be more and more amenable to marketing that comes through our phone. Just as in the social network world, we'll begin to see that cross age groups and demographics." ...Read the whole story >>

Restaurants

Del Taco's Integrated Facebook, TV Promos Pay Off

by Karlene Lukovitz

In short, Del Taco's goals of harnessing social/traditional media integration to cost-effectively increase exposure and interaction with customers and prospects, particularly in newer markets, are being realized to a degree even the QSR had not anticipated. ...Read the whole story >>

Research

CMO Council Probes 'Precision Marketing'

by Sarah Mahoney

In a test for Best Western, council member Sandra Zoratti reports, "revenue gained 30%, the number of nights stayed gained 34%, and the ROI on the project was 278%. There was even a green advantage, since we got rid of some of the more static inserts -- it generated a 40% savings on paper costs." ...Read the whole story >>

Beverages

Snapple Launches Promo With Yahoo Sports

by Karl Greenberg

Snapple underwrites the show as part of its media buy and partnership with Yahoo, per the latter's Erika Nardini, who says the show was built on the insight that Yahoo audiences enjoy recap programming. "We know they are also passionate sports fans, and there's a comedic angle [in sports programming] we saw as underserved." ...Read the whole story >>

Dolce & Gabana Streams Fashion Show On IPhone

Sales, Profits Jump At TJX

American Legacy Launches Next Truth Ad

Quiznos Launches 'Greener' Packaging

Sphere: Related Content

New Ad Campaigns

Amy's Update for the week:

Vampires, skiing and snow monkeys, oh my! Let's launch!

GE launched a trio of ads during the Winter Olympic supporting its "healthymagination" initiative. "Beautiful" is a set of home movies chronicling a couple's courtship, marriage and children. "But the most beautiful thing I've ever seen was the image on a screen that helped our doctor see my wife's cancer was treatable," says the husband. Powerful stuff. See it here. A man undergoes a physical in "Doctors." His primary physician receives feedback from past doctors who are sitting in a lecture hall detailing his past medical procedures. GE is creating electronic medical records, making it easier for doctors to collaborate on a patient's diagnosis. Watch it here. Patients "Say Ahhh" to the tune of "Joyful, joyful" when doctors ready the tongue depressors. See it here. GE is also running an ad promoting its eco-friendly water heater. Cue the adorable snow monkeys relaxing in hot springs. "Heating the water in your home any other way is just going to seem primitive," ends the ad, shown here. BBDO New York created the campaign, edited by Crew Cuts.

Copper Mountain in Colorado wants you to cheat on your mountain. "Swinger's Pass" encourages season pass holders from any mountain in the world to ski Copper Mountain for $39. A TV spot shows a skier sitting with the mountain he's attached to for the season. Playing the role of clingy girlfriend, mountain demands attention from her skier, who's tempted by the fruit of another voluptuous mountain sitting at the bar. "Ride Something New," reads her bar napkin. Watch the ad here. There's also a print ad that's essentially a screen grab from the TV spot, and a Craigslist ad that reads like a personal ad. See them here and here. Wexley School for Girls created the campaign.

Old Spice unveiled a spokesman for its body washes who's charismatic, good-looking and capable of riding a horse backwards. In "Did You Know," our shirtless spokesman, while riding a horse backwards, tells his audience that women prefer their men to smell of Old Spice wash rather than a girly scent. See it here. The next ad jumps from one scenario to another. The spokesman is in the shower, on a boat, giving you diamonds, riding a horse. It's quite funny. "Anything is possible when you man smells like Old Spice and not a lady," closes the ad, seen here. Wieden+Kennedy Portland created the campaign.

Too bad this spoof didn't launch sooner, when "New Moon" was playing in theatres. Verizon Wireless launched "Vampire," an amusing spoof on the popular "Twilight" series. Vampire Sebastian is thisclose to making his beloved a vampire until he sees her network: AT&T. "Forever is a really long time to be struggling with music downloads and emails..." Sebastian says before he bolts for a trio of ladies with Verizon coverage. See the ad here, created by McCann Erickson New York.

Boost Mobile launched "Pet Carrier," the latest ad in its "Unwrong'd" campaign. Previous ads can be found here. "Pet Carrier" features a money-conscious mother who dresses her child up like a dog and places him inside a travel carrier to save money on airline costs. "Unwrong'd" is losing its mojo. This spot wasn't as appalling as previous ads that made my stomach turn. Watch the ad here, created by 180LA.

AT&T launched a great Olympic ad entitled "Up & Up." Starring the snowboarding talents of Gretchen Bleiler and the sound of Lou Reed's "Perfect Day," the ad watches Bleiler soar to new heights. Outer space, to be precise. "Here's to possibilities," says the ad, as Bleiler breaks through a black hole. This is my favorite Olympic ad so far. See it here, created by BBDO New York.

Ok, this Olympic ad is sure to tug on your heartstrings. Aside from Tide, Pampers, Crest, Charmin and Bounty, Proctor & Gamble sponsors Moms. "You'll Never Walk Alone" features Olympic Moms in unglamorous child-rearing situations, from changing a flat tire, vacuuming, visiting the principal's office to chauffeuring kids to early-morning practice -- until the hard work and dedication is rewarded with a stellar performance, with Mom in the audience. See the ad here, created by Wieden+Kennedy Portland.

Durex created a print and online campaign to support the launch of its Avanti Bare condom. Print ads, running in Sports Illustrated, Men's Health, Men's Fitness, Maxim and Details, among others, feature a new tagline, "That's My Pleasure," and direct consumers to a microsite where users can create and send user-generated postcards to significant others. Select a picture (think banana or miner's hat), describe your pleasure, (but keep it clean, says the site), and send. See ads here, here and here, created by Saatchi & Saatchi Wellness.

Random iPhone App of the week: Junaio, an augmented reality platform, has created an app that allows users to insert an animated 3D object into a photo taken with their iPhone, or augment images that friends have posted on social networking sites. For example, you can take a picture of the Golden Gate Bridge and place an animated, 3D T-Rex eating cars. Users can also search for restaurants, cafes, museums and bars via Google local search and see the results in a 360 live-view. The free app can be found in the App Store.

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

Sphere: Related Content

New Ad Campaigns

from Amy:

Badass drivers own Dodge Chargers. Are you ready for some hockey? Let's launch!

Drake is a musical machine greased not by oil, but by Sprite. "The Spark" launched globally in four continents and nine countries and uses Drake's song, "Forever." The rapper is unable to find his groove at the recording studio, much to the chagrin of his producers. It's not until Drake sips some Sprite that he comes to life, robotically and lyrically. Viewers peer inside Drake's body, watching Sprite flow through his veins, past speakers and keyboards, giving him a much-needed boost to lay down his track. Watch the ad here. BBH New York created the ad, with visual effects provided by MassMarket.

Jimmy Dean launched a pair of TV spots promoting its breakfast bowls and sandwiches. The sun comes across a rainbow made from only one color in "Rainbow Blue." Our office worker/rainbow skimped on breakfast, leaving her tired and unenergetic. After eating a breakfast sandwich, it's business as usual, meaning rainbow's leprechaun office mate can leave his pot of gold you know where. See it here. "Thunder & Lightning" eat poorly in the next ad, seen here, resulting in one lame storm. The duo then eat properly and get their storm on, resulting in an appearance from rain man, an adorable office mailman shaped like a raindrop. TBWA/Chiat/Day created the campaign.

VERSUS is running a 30- and 60-second spot throughout Olympic hockey games supporting its regular and post-season NHL coverage. The ad emphasizes the importance of regular season games in March, as teams are vying for playoff positions. Dedicated fans mimic player's actions on ice throughout the ad. A player gets shoved into Plexiglas as a friend slams his pal into a storefront window. My favorite scene is a man in dire need of popcorn copying a NHL goalie diving for a puck. He barrels over his friends, spilling popcorn and exposing his belly. That's desire. See the ads here and here, created in-house.

Molson Canadian launched a TV spot during the Olympics to arouse Canadian pride while promoting Molson's updated packaging. Beautiful lakes, forests, mountains and rivers shape Canadians. So does hockey. "Here, we're free to chill out, free to unwind and free to wind up. There's a beer that comes from the same land we let loose on..." "Made from Canada," closes the ad, seen here and created by zig.

Nicorette brings humor to the daunting task of quitting smoking in "Date." The Suckometer is back for a second ad, this time accompanying a woman on a first date. How awkward. The woman's Suckometer drops low, giving her date the impression that dinner isn't going well. Nicorette curbs her cravings and assures the guy that their date is going smoothly, despite the third party... his mother. See the ad here, created by TBWA/Chiat/Day.

"Every cigarette you smoke can take years off your life," closes a TV ad for The Canadian Cancer Society Smokers' Helpline. The ad illustrates the long-term effects of smoking. A young woman lights a cigarette and, as she inhales, viewers' watch as her youth is sucked out of her, turning her into an old, wrinkled woman. Upon exhaling, her younger appearance returns. Watch the ad here, created by DDB Canada, Toronto.

How in the name of Dexter Morgan did I fail to recognize Michael C. Hall as the voiceover in Dodge Charger's Super Bowl ad, "Last Man's Stand?" Two reasons: I didn't like the ad, laden with male stereotypes, and Michael C. Hall wasn't talking about murder, throwing his voice completely out of context for me. That's my story. For the record, MCH can carry my lip balm any day. Watch the Super Bowl ad here. Dodge Charger launched a follow-up to "Last Man's Stand" called "I'm Gone," starring a woman heartbreaker. A woman watches as her boyfriend throws her possessions out a second floor window. Clothes, records, CDs, stuffed animals and laptop are strewn across the lawn. She reaches in to her leather jacket pocket, retrieves the keys to her Dodge Charger and drives off. "We make getaway cars," says the ad, shown here. Wieden+Kennedy Portland created the ads.

Indy Tire & Auto Service garages launched a TV spot starring two guys letting out some manly aggressions in the form of doing donuts in a parking lot. Their fun comes to an abrupt end when the pair becomes surrounded by tire smoke. The driver is stunned at his car's appearance, causing his friend to say, "you know, we'll just let it cool down." See it here. Hendrix Rader Wise created the campaign and handled the media buy.

Random iPhone App of the week: But can it clean my clothes? Tide created a free app called "The Tide Stain Brain" which allows consumers to find and share stains solutions. Users can browse the 20 most popular stains, ask questions, connect with other users, and receive on-the-go tips and product recommendations. Digitas created the app, available in the App Store.

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

Sphere: Related Content