It's hard working in marketing. Websites, TV shows, magazines... None of them are entertainment anymore. They're outlets. Luckily for me, I get almost as excited about finding an amazing outlet for a brand as other people do about discovering a great new show.
One of my favorite "outlets" is imeem.com - a fun, engaging site that allows you to interact with your favorite music (creating playlists, choosing favorites, connecting with people who share your tastes, discovering new artists, etc), and connect with brands in really unique ways.
The first time I noticed this was when 5 Gum was running their "Stimulate Your Senses" campaign. I documented the occasion with this tweet:
"Enjoying 5 Gum's promotion on http://www.imeem.com/ Some seriously good music on these playlists! Oh how I love good interactive marketing!"
If I remember right, they had roadblocked the homepage with a gorgeous flash banner and also owned the featured playlist. A lot of brands go this route on the site, but what 5 Gum did differently was design a separate playlist for each flavor of gum. I was so intrigued that I sat and listened to several flavors. I subsequently bought a pack of 'Rain' which tasted as good as it sounded - and came in a cool package.
I was recently struck by a similar Fanta effort that was just so lively and bold on the homepage that I couldn't help but stop and listen to their playlist. The imeem platform is very flattering to brands. Even Wal Mart is getting in on the action, and as much as I want to hate them for invading one of my favorite sites, I just... can't. It's too unbearably cute.
Dr. Pepper has been running a campaign that takes the engagement factor to a whole new level. They've had a huge presence on the site for the past couple months, connecting with their target audience through album premiers, a crazy remix tool and contest, giveaways on "New Music Tuesdays," and featured celebrity playlists.
Music has always been a solid bet for marketers looking to reach the younger generations, and now sites like imeem are giving them a whole new arsenal of tools. Other music sites like pandora and last.fm are awesome too, but from a marketing perspective I feel like they aren't giving their advertisers the creative freedom to turn their brands into personalities and create meaningful connections. I'm intrigued by Spotify if anyone wants to hook me up with an invitation (wink, smile), and I'd love to hear about other sites (music or not) that give brands a wide range of interactive marketing options.
Two name changes—or more correctly, modifications—have received attention in the media and branding worlds recently. Pizza Hut has announced that its boxes and select locations will carry the name “The Hut,” and RadioShack plans to unveil new creative for “The Shack,” its shorter, catchier moniker.
These name shortenings are proof of what professional namers already know: names acquire meaning, they don’t create meaning. Once meaning is established, the brand name can be reduced to a shorthand version of itself, signaling its secure place in the realm of consumer awareness.
In the case of Pizza Hut and RadioShack, there’s also a more tactical motivation. As brands move away from their legacy offerings and expand product assortments, they outgrow their descriptive names. Today, Pizza Hut sells more than pizza, and RadioShack has more than radios on its shelves. The two brands are larger than their original products; their names stand for tangible and intangible experiences.
There’s also a familiarity expressed in a shorter name, akin to a nickname. The shorter handles inject the brands with a first-name-basis ease that everyone can participate in, but that ultimately acknowledges a loyal clientele. “The Hut” isn’t just any hut, it’s the hut. The only hut.
Name shortenings are nothing new. For decades, brands have abbreviated their names to reflect vernacular speech or to protect equity. In many cases, the brand adopted and claimed ownership of a nickname, a testament to the reverse influence consumers can have on brands. Here are a few notable examples.
Kentucky Fried Chicken: In 1990, the Commonwealth of Kentucky trademarked the name “Kentucky,” forcing businesses to pay a licensing fee to use it. KFC was able to sidestep the issue by changing its brand name to the commonly used nickname. The fast-food restaurant has recently expanded its brand nomenclature to include KGC (the “G” standing for “grilled”).
Jack In The Box: The brand’s new logo positions “Jack” as the primary name by demoting “In The Box” to a visually subordinate level. Whether “Jack” becomes the official name has yet to be seen.
Charles Schwab: Not a name change, but noteworthy nonetheless—the brokerage’s most recent ad campaign employs the headline “Ask Chuck,” conveying a trusted familiarity.
America Online: The company officially changed its name to AOL in 2006, stating: “Our new corporate identity better reflects our expanded mission—to make everyone's online experience better. Plus, consumers in the U.S. and around the world already know us by our initials."
American Express: Amex, the abbreviated form of the name, is a company trademark.
Federal Express: Global market research revealed that “federal” connoted something bureaucratic and slow, and the full name was difficult to pronounce in certain foreign markets. In 1994, Fedex was adopted as the official brand name. The company’s new name also proved much easier to use in visual applications where space was limited.
Coca-Cola: The company behind the legendary drink registered the name Coke in 1945, but it has since become a genericized trademark.
As for The Hut and The Shack, time will tell what market reception of the shorter names will be. In the latter’s case, there’s clearly an intent to inject a youthful hipness into the brand. Advertising invites customers to “Crash the Party” at The Shack’s dedicated web page, where an urban palette and social media define a more progressive brand experience. Is this a fresh new chapter for the dated electronics catchall? Does the literal meaning of “shack,” a crudely built structure, unwittingly reinforce the brand’s slipshod merchandising strategy? Like all brand names, new or modified, The Shack will acquire the meaning that consumers give it.
Tom Parrette is Director of Verbal Branding at Addis Creson, a Berkley, California-based strategic branding firm dedicated to creating positive change for clients and communities.
And now for my thoughts on the subject…
I thought this article did a great job summarizing the latest name-changing trend and the history of changed names, so thanks Tom!
Just to be clear – “The Shack” is not an actual name-change; it’s a nickname RadioShack is attempting to implement through an integrated marketing campaign. And I think I’m the only person in the marketing world who likes it. I, for one, would much rather go to The Shack than to RadioShack. Everyone keeps comparing it to huts, shanties, lean-tos, etc. The first thing that popped into my mind was the “Love Shack.” Hey-o!
True story: a couple weeks ago, I was on my way to see King Lear with some friends (irrelevant, I know, but now you think I'm classy, right?) and came across a RadioShack. We immediately launched into a discussion about how we didn’t even know it still existed and began coming up with theories on how they could possibly still be in business. We figured they must sell something other than radios and walkie-talkies, but what? We decided they needed a name-change and some solid, product-focused marketing – and voila! A couple weeks later, enter “The Shack.”
Is it a little cheesy? Yes. Are they trying too hard to be cool? Yes. Is it better than people not even realizing they still exist? Yes!
The campaign has all the important elements for marketing to Millennials. It’s integrated (combo of advertising, Facebook, Twitter, pretty website, live events, etc), innovative (big laptops connecting San Fran to NY), and interactive (social media, live events, etc). It’s a nice concept, and hey, at least they’re trying. I may be the only one, but I hope it goes well for them.
(Image ripped from Harry McCracken's review of the live events on The Technologizer. Thanks, Harry!)
That said, I think most people will agree that RadioShack’s biggest problem isn’t their name. They’re trying to be everything to everyone. Why not scale back on the product overload (their website is SO cluttered - and kind of ugly) and focus on a few needs that aren’t being met by the industry giants? Specialize in something. Before a marketing blitz, no matter how good the marketing is, there has to be a product worth marketing. If anything is going to cause this campaign to fail, it’s not the name – it’s what’s behind it.
We all know the expression “you never get a second chance to make a first impression.” What a lot of people don’t realize is that this phrase is just as significant in the dating world as it is in the marketing world. Actually, dating and marketing are exactly the same thing. While I was born in 1981, and not technically a millennial, I figure I’m close enough and can give a few pointers on marketing yourself for dating. The first time I tried to write this post for our blog swap, it turned into a memoir or sorts, and I realized that no one really cares about my life – and if they do, they can read my blog on a regular basis. So coming from someone with no marketing background, but a serial dater/attorney/semi-psychotic 20 something – here we go…
DO always put your best (well-fashioned) foot forward. Dress appropriately for the date. Always remember that you could meet someone at anytime, anywhere. I’ve met dates at the grocery store, walking my dogs, at the gas station, and walking to work. When I see someone who looks athletic, I’ll try starting a conversation about the training I’m doing for the half marathon. If he’s in a full suit and reading the Wall Street Journal, well, lawyer-V comes out to play ball.
Scenario: I’ve never been one to wear gym shoes to walk to work. My feet have been through hell in high heels but one day, I got a brand new Michael Kors heel stuck in a street grate and started to fall, when I was scooped up by a passerby. This passerby was gorgeous, but unfortunately also holding coffee, which then spilled all over my white coat. After a brief discussion now out of harm’s way on the sidewalk, we decided to meet for drinks that evening and he was insistent on paying for my dry cleaning bill. Personally, I was more concerned with how to get this gorgeous man to kiss me at the end of the night. While my feet and heels suffered, I secured a three month relationship.
DO NOT order a fruity, girly drink. These drinks scream high maintenance. Sure this goes mostly for women, but yeah, for you guys too.
Scenario: One of my best straight (slightly questionable) male friends absolutely loves pina coladas, so a bar here in Chicago named a drink for him – “Mike’s Manly Colada” served straight up in a beer glass with no fruit on top and an extra few shots of liquor – which is occasionally set on fire for extra manliness. Either way, I am still embarrassed for him and not-so-secretly wonder if it’s that drink that ends his stories with “and then I went home alone.”
DO put some thought into your online dating profile if you choose to go that route. That profile is your first impression – and while you can easily manipulate it to show what you want it to show, remember that the truth will always come out.
Choose pictures that show you. Today. Or at least within the last 3 months.
Answer questions openly and honestly.
Put creepy fetishes up front so you don’t waste someone’s time (see: wtf? for the actual story on this one).
DO choose conversation topics wisely. It is not okay to discuss past relationships, the number of sexual partners you have had, how many children you want and that you want them before you’re 30, what cut diamond ring you will say “yes” to, and if you’re in the city, apparently it’s date suicide to mention you want to move to the suburbs. Put a little thought into what you want to learn about your date and what you want to reveal.
DO NOT drink too much and get slutty. This goes for men and women.
Scenario: Too many to detail. Lessons learned – err, sort of. This should actually be self-explanatory.
DO NOT order the most expensive thing on the menu, or the least expensive thing on the menu.
DO try out a cheesy pick up line! I love these. I think it’s hilarious when a guy pulls out a cheesy pick up line circa 1994. It shows you have a sense of humor, and can make conversation with anyone – very important qualities for a man or a woman.
Him: Can I have directions? Me: To where? Him: To your heart. Me: Awww…you’re funny. I’m V.
If and when you make it on that first, or second date, you are basically trying to decide if this person sitting across from you is a product you are going to “test” again. Do you want to buy it? Or are you just content with the free sample? Sometimes it comes down to being happy to try something new, but it isn’t necessarily something you want to get again, or would even recommend to your friends.
You know what works for you, and if you don’t – you need a lot more self-discovery before you can figure out what you want in someone else. You should know how to manipulate your flaws, and show your strengths. The main thing to remember is putting a little thought, time and effort into meeting someone and making that positive and lasting first impression. Whether it is at a bar, on the street, online, in class, at work, etc., look your best to feel your best. It will show and already give you a leg up.
V and I are both members of 20 Something Bloggers, and recently participated in a blog swap. Check out the site, connect with us, and who knows - maybe you'll be swapping with one of us next time!
AdAge posed an interesting question today in one of their videos entitled, "Can an Ad Campaign Make Millennials Love Plastics?" and I felt compelled (obligated, even) to answer.
For starters, the question is a little misleading. The video isn't actually about an ad campaign; it's about a social media campaign. The Society of the Plastics Industry (SPI) is planning to engage online communities in a discussion about the benefits of plastics. A social media campaign is very different and much more effective than an ad campaign for this purpose, which is to sell us an idea as opposed to a product. One of the best ways to sell an idea (to any generation) is through word of mouth. Since Gen Y does so much communicating online, it's a great place to try to ignite conversation.
They wisely spent a year conducting research on the Millennial audience. SPI President/CEO William Carteaux said studies revealed that Gen Y is "a little skeptical," because they haven't been presented with the facts about plastics. I think it's safe to say that we're more than a little skeptical. SPI's biggest challenge is going to be squelching the idea of plastics that's been ingrained into our psyches. When I think about plastic, I conjure up images of cute baby animals choking on bags or the penguin from Happy Feet with soda rings stuck around his neck.
Even the word "plastic" has a negative connotation. I'm guilty of using it to describe people that strike me as fake or vapid.
SPI's strategy to overcome plastic's less-than-favorable image is to offer a detailed look at the various facets of the product beyond the old paper vs. plastic debate. They want to highlight all the good plastics can do - making things like medical supplies, alternative energy sources, and fuel efficient cars possible.
If they can present enough research that the benefits of plastics outweigh the shortcomings, and initiate good conversation around the topic, I think this campaign could be a success. Can they make Millennials love plastic? Probably not. But if they play their cards right, they might be able to make us not hate it. I'm keeping an open mind and I'll do a follow-up post after the campaign launches in Q3 of this year.
If there's a blazing hot topic right now in marketing, it's Twitter. Lots of brands caught on quickly (e.g. the legendary @DellOutlet), while countless other brands are either conspicuously absent from the site or failing to use it to its full potential. It's an interesting and increasingly important medium, but lots of marketers are still struggling to figure out how to connect with the site's elusive community.
Mashable recently posted an article about how A&E, a brand that only recently became sexy thanks to the wild popularity of reality TV, has attempted to creatively engage the Twittersphere in a promotion.
The idea is that Thomas Pendelton, famed tattoo artist and star of A&E show 'Tattoo Highway', will do one lucky fan the honor of permanently inking their Twitter name on their body free of charge. Here's how one goes about entering the contest: follow Thomas Pendelton on Twitter, then @reply him with hashtag #A&EWed10. Explain in your tweet why and where you want the tattoo, and then get your followers to back you up with re-tweets. The winner will be announced Wendnesday at 10pm.
A&E's Twitter campaign interests me because they're doing a lot of things right, but not trending as far as I can tell. Here are the things I like about the effort: the medium is Twitter, which automatically makes it a fascinating case study. It involves a celebrity tweeter - always fun. And it uniquely demonstrates that there are actually people (multiple people) that want to have their Twitter names tattooed onto their bodies.
So what's the problem? It's generating some buzz, but buzz doesn't really cut it on Twitter. A deafening roar is the only thing likely to catch people's attention. It looks to me like the only people who are actually tweeting about this are 1. marketers who find the campaign interesting and 2. the scant few people that actually want tattoos of their Twitter names. If you run a search of the hashtag #A&EWed10, you'll see that the search only gets a handful of new tweets per hour. A good contest will hopefully become a trending topic and have to be refreshed every couple of seconds. Ultimately, I think they messed up on one of the most basic marketing principles - making sure your offer is something people want. While I think this is a creative idea and has a lot of the elements of a strong Twitter campaign, I'm afraid it's turning out to be a #fail.
Posts
