The Marketing Arm :: Blog

Now that's a sweeps

Win a trip into space.  Just answer this question.  Simple, clever, compelling.

[By the way, I'm working on my answer...]

What brand-builders can learn from the latest issue of Rolling Stone

Good article in the "Obama issue" of Rolling Stone about how he's organized his campaign.  Regardless of your political persuasion, from a business and marketing perspective, the piece holds some good advice, including:

• Providing a clear direction for the brand from the outset
• Focusing on long-term goals
• Emphasizing authenticity
• Keeping a close eye on expenses
• Leveraging technology to engage people at a grassroots level
• Recognizing (and accepting) the viral nature of effective marketing

Designing products that stand out

I read where brands like Adidas and Nike are using the upcoming Olympics in Beijing as a platform for building buzz for their products.  How?  By designing incredibly funky, buzzworthy shoes (think Michael Johnson's gold shoes) that people will talk about, comment on, and -- ultimately -- by, even if they're not into fencing or archery.

It's not unlike the strategy the Smart Car is using.  As a neon green one passed us the other day, my wife groaned and asked, "Why did they make it that ugly green color?"

Oh, my love, it's so you'd ask that very question, and then tell your friends about the "ugly green car" you saw.  It's about standing out from all of the other cars on the road -- essentially screaming, "Hey, our car is different."  Or, in the words of one Smart Car tagline, "Open your mind to the car that challenges the status quo."

A standard white or silver car doesn't do that.  Neither do the standard white sneakers.

UGC shows no sign of slowing

In case you've missed it, Sprint has launched a massive push for its new Instinct, touted as (another) the "iPhone killer."    You likely seen the ad for it at the movies or on TV.

The Instinct website has plenty of content and a promotional overlay that invites consumers to "shamelessly plug" the Instinct into their home videos with the winner taking home $10,000.  [Sprint has partnered with YouTube to host the videos.]

Sprint also populated the site with several shorts that include the Instinct and its capabilities, such as a horror clip that shows the villain using GPS to find the victims and another with a woman using eBay to buy a purse while in the middle of a high-speed chase. 

With the promo's voiceover done in the traditional movie preview voice, Sprint refers to the program as "the greatest product placement home movie of all time."

Created by Goodby, it's a fun program and another good example of how, when done right, UGC can engage consumers and work for brands. -- JM

Why a politician's tie color matters

The July 7 issue of Fortune magazine arrived in my mailbox yesterday.  On the cover is Barack Obama sporting a very Presidential-looking bright blue tie.  I was drawn to it because (1) I've studied the ties U.S. Presidents tend  to wear and, more importantly, why; and (2) I'm interested in what colors communicate.

As you can imagine, as with every choice a politician makes, the choice of ties is considered carefully.  Blue is conveys confidence (without arrogance) and is a more "corporate" color (think IBM), which makes sense for the cover of a business magazine targeting executives.

Blue is also considered to be a "conservative" color, i.e., not over the top or daring.  Blue can convey wisdom, intelligence, trust, and stability, all good qualities for a president (of the U.S. or a major corporation).

Perhaps most importantly is that most people tend to like the color blue.

Obama's particular tie color is a brighter blue, which is is more dynamic than a traditional navy blue or royal blue.  It's an optimistic color, which fits in well with his campaign theme.

George Bush frequently wears bright blue ties, as did Bill Clinton before him.

Of course, a blue tie's not a requirement.  In some settings, a red tie makes more strategic sense as it conveys a different set of meanings.

Red typically conveys a sense of power and confidence.  It helps the person wearing red to stand out and says "I take action."  Red communicates energy and enthusiasm.

Colors you'll rarely see a U.S. President or candidate wear is green.   Interestingly, President Bush wore  a green tie earlier this year while giving a speech about the U.S. economy (and was criticized by at least one person for his choice in ties).

But it wasn't an accident he wore green for that occasion.  Green communicates growth (as in "the economy is growing").   It signifies abundance and renewal. 

Might have looked a little odd on him when we're accustomed to seeing reds and blues, but it was a calculated choice made for that setting. -- CA

Batman buys out SportsCenter

In case you missed it, last night, during the 11pm ET edition of ESPN SportsCenter, every commercial break for the entire hour was a version of the full-length theatrical trailer of the new Batman movie, which hits theaters on July 18.

For several days, ESPN.com had a small banner promoting the upcoming blitz on SportsCenter. 

What I didn't notice was any branding during the broadcast, just during the commercial breaks, which I suppose was done to preserve the "editorial integrity" of the program.   Essentially, they bought out the entire ad inventory during Monday's SportsCenter.  Not exactly innovative...

Of course, promoting summer blockbusters in sports in not a new idea.  A few years ago, Spiderman 2 did a major sponsorship deal with Major League Baseball.  The deal included the standard stuff, including the distribution of Spiderman-themed premiums at ballparks and previews on the JumboTron.

But the deal also made it possible for the movie's logo to be featured on the actual bases.  Fans and the media protested (loudly!) to the point where MLB killed the logo-on-the-bases idea, but the buzz likely helped boost awareness for the movie.  And it demonstrated the willingness on the part of marketers to push the envelope a little -- test the waters, if you will -- in an effort to promote their product.

So what's next?  Maybe the Incredible Hulk will umpire an MLB game?  [In that case, I wonder if Lou Pinella would argue a call with the same passion.]

Or, perhaps we can get a brand's mascot to host SportsCenter?  Anyone know the DBI rating for Chester the Cheetah? -- JM

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