The Marketing Arm :: Blog

Like AT&T before it, Walmart softens up

In case you missed it, Wal-Mart (er, Walmart) is trading in the logo it's used for nearly 30 years for a softer, gentler version that combines "Wal" and "Mart" into a single word minus the asterisk/dash.  Brand New provides good analysis here.

The Walmart logo makeover is similar to what AT&T went through a few years ago, dumping the very bold "AT&T" for a kinder, gentler "at&t."

From what I've seen this afternoon, most reviews are positive as witnessed here, here, and here.

My take:  It's a clear improvement.  In the words of a colleague, the old logo seemed a bit "oppressive."  -- CA   

What banks have learned about face-to-face interaction with their customers

As I made the short drive to work today, I counted no fewer than six bank branches under construction.  It's only a five-minute drive from my house to the office.  And I wasn't even paying that close of attention...

[Most of these, by the way, are going on corners where gas stations once sat.  But that's another story.]

So I began wondering what's spurring the bank-branch boom.  A quick Google search turned up a story  on the subject from the NY Times that ran in April 2007.  According  to the article:

"It turns out that when it comes to their money, many people still prefer the human touch."

Within the same search, another story turned up, also from the NYT, explaining the boom.  According to the article:

"The rush into retail banking reflects a fundamental shift by the industry. A decade ago, most big banks were shedding their branches, not building more. They steered their customers away from teller lines and encouraged them to use cash machines and telephone banking services, which were less expensive to operate. And many had grand visions of Internet banking, even if consumer-friendly technology had not yet arrived.

Today, there has been a serious change of mind. Banks view their branches as gold mines, not costs. Their checking accounts can generate a steady stream of fee income. Their tellers can sign customers up for new products, spurring overall sales. All the while, branches can collect millions in cheap deposits that can be lent out at higher rates. Even as they offer options like online banking and kiosks in convenience stores, banks still hope to lure customers inside a physical branch."

It highlights the importance of personally engaging customers and why having employees who personify your brand is so critical.  As described in these articles, banks are going neighborhood to neighborhood, block to block, in an effort to reach and connect with consumers.

In our work for our clients at the store level, from beer to bags of chips, deodorant to dog food, having a well-trained ambassador for your brand at the point of sale can translate into significant sales gains.

Banks understand this.  It will be interesting to see whether other industries follow suit. 
-- CA

IMAX, 3D helping up the experience of going to the movies

Read an article last night about Batman being filmed for the IMAX screen and then saw a story this morning about Brendan Fraser's new movie being produced in new 3D technology.

Both are great examples of how film is moving toward becoming an experience that must be witnessed first-hand -- at the theater -- to grasp the whole effect and vision for the project.  It also demonstrates how theaters are raising the bar in an effort to drive consumers back into the theater.

In the words of Brendan Fraser:

"What's been missing from movies lately is this feeling that we're all here together -- and that (it's so good) you have to go to the theater to see this. But, I mean, do you really want to watch a wide-screen movie on a screen the size of a watch?"

[Here's more on whether 3D is the key to driving people back to the movies.] -- CB

A good cause idea that could've been even better

This is a cool cause idea:

http://im.live.com/Messenger/IM/Home/Default.aspx

Legitimized by the seven-figure (and counting) dollar amount it's raised.

But I don't understand this creative layer:

http://imtalkathon.com/archive/2008/6/26.aspx

What's the point?  This fictitious person is trying to break the record for staying awake.  I get it.  But why should I care about him?  Why would I want to see what his apartment looks like?

The agency went out of its way to be authentic and transparent, clearly labeling this guy a fake. Which is admirable and helps them avoid cries of "flog" (fake blog) and the backlash/negative PR that comes with it.

But if you do that, don't you have to make the character incredibly compelling, interesting, provocative, unpredictable, colorful, zany (like the Dos Equis "Most Interesting Man in the World" character)? ... Not an Ivy League-educated do-gooder who likes The Smiths and The English Patient.

For me, this device is an unnecessary layer that obscures rather than strengthens the seemingly generous initiative — helping others (and feeling good about yourself) through activities you'd do anyway.

I'd have rather seen and heard from actual users who are motivated to IM activity because of their passion for one of the causes. Or from those who benefit from the increased activity. Undoubtedly these ideas were among those presented to the client.

Bummer that what was sold was this figment of someone' s imagination trying to avoid sleep.

Yawn. -- SB

Awkward moments in marketing

At the end of "The Office" the other night, I noticed a quick promo asking viewers to "check out more 'Awkward Moments' on NBC brought to you by Comfort Inn." 

Confused, but curious, I logged on to check out the site for any sort of explanation of why Comfort Inn would be interested in "owning" Awkward Moments.

What I found was one of the most confusing and constantly redirecting sites I've ever stumbled across.  After surfing on the site for a few minutes, I realized that Comfort Inn has spent a lot of money on "Awkward Moments."  They've taken clips from NBC shows that are "Awkard" and repurposed them for the website.

When thinking about why, I came to this conclusion:

Comfort Inn's tag line is "The Comfort Zone."   Taking that one step further (too far, if you ask me) is this idea that having an "Awkward Moment" that makes you want to get back to your "Comfort Zone."  What?  Isn't that like McDonald's taking "I'm Loving It" one step further by saying love is occasionally fueled by hate and then coming up with a hate-themed campaign?

What about the joys of travel, life on the road, owning where your travels take you, whether it be seeing friends and family, attending weddings, going to visit Grandma, etc.  There are so many great experiences that revolve around staying in a hotel.  It seems like there's a ton  of territory there to be explored and owned. 

And it makes much more sense then owning "Awkward Moments." -- SH

Why TV advertising budgets are eroding

Business Week media/advertising columnist Jon Fine had an interesting piece recently about the lure of network television advertising.

The real power behind television, beyond its scale, is the ability to deliver sight, sound and motion. While other media vehicles can deliver these things, none can do so with the ease and convenience of good old-fashioned TV.

The only reason television budgets are eroding is because other media vehicles are coming up with cooler ways of delivering a fully-animated message for a longer period time using a method completely integrated into consumer consumption patterns. As these patterns change and different vehicles begin deliver video on the scale of television, you'll see budgets move aggressively away from television.

A great example of this is NoLaf.org.  It's a promotional website for Tostitos that's almost entirely video. Incredibly engaging and time consuming, it's everything that's great about TV and everything that's great about the web and combines them to create a really cool experience.

This is fast becoming the norm and will continue to steal share from TV budgets.  And this will continue until the web commands the majority of advertising budgets, something that experts are predicting will happen by 2014.  In fact, it's happened already in many European countries. -- SH

Embracing the third dimension of marketing

Last week, I ran across an article in the New York Times about a toy company's approach to marketing its products.  It involves taking the products on the road to build word-of-mouth prior to the toys hitting store shelves.

I love the approach/avenue for their marketing plan. First, the recognition on their part that "after deciding that the game was not easily explained in a 30-second TV commercial — and that the marbles-turned-robots simply look cooler in person than on the screen" is refreshing.  Embracing the third dimension of marketing is something more brands should consider.

The second point that stood out was that the company approaches "every product as though we’re starting a new business.  We look at each product and figure out, how are we going to create demand? Who is the target consumer, and what is the most cost effective way to reach them?"

This approach is similar to parenthood. There are some basic tenets that will be similar among each company’s products (children), however, their personalities will be vastly different. You need to prepare a plan for where you think the marketing should go and then be ready to adapt for where the consumer takes you. -- JD

Hampton or hospital?

We talk a lot about how important design and the use of space and architecture is to a brand.  Think about how brands like Puma and Apple have used their stores to support their brands and bring them to life.

With that in mind, take a look at the photo here and guess whether it was taken from a hospital or a Hampton Inn?

The design, look, and feel of your store, offices, stadium, even your place of worship speaks volumes about who you are and what you value as a brand, company, team, or religion.

A quick game of "Hampton or Hospital" is a good test to see how well you're using your space to communicate about your brand. 

Marketing's new "funny combination"

I saw a note the other day from one of the judges at Cannes who described one digital marketing campaign as "a funny combination of gaming, Hollywood, and advertising."

It's an interesting description of much of what we do here.  Many -- in fact, the majority -- of the programs we're creating today are a "funny combination" of different channels and platforms designed to not only capture (earn) the attention of consumers, but to engage them with the brand.

A good example is the Doritos "Crash the Super Bowl" program that we created for our Frito-Lay client (which, by the way, won a Gold Lion at Cannes).  It mixes music, sports, and viral marketing, with  UGC and traditional advertising for a fun, engaging campaign that consumers have really enjoyed. 

Vegas: What Michael Jackson and Elvis may soon have in common

Fascinating story in today's NY Times about plans to "revive" singer Michael Jackson's career by setting up a long-term deal for him to perform in Las Vegas, a la Elvis.

From a brand endorser perspective, MJ may have crossed the point of no return, and I’m not sure that will ever change.  The scrutiny a major brand would be under if it aligned with him would just be too severe.

The good news for Jackson is that music-lovers ten d to look the other way, and a Vegas deal could be a financial success for the "King of Pop."  And, right now, the primary focus should be doing whatever it takes to get back on track financially.  No need to attempt any image or character rebuilding -- that’s a lost cause, at least for the next 5-10 years. -- SS