We’re the Same, yet Different

Today, a number of technology innovations are introduced, which require detailed explanations in order for consumers to fully understand them.  Concurrently, the amount of time to grab and hold the attention of an audience is minimal. 

 

On June 23^rd, FastCompany.com ran an article titled, ‘Selling Innovation: Anchor and Twist,’ posing the question, “How do you spread a new idea—fast—and get people to pay attention?” 

 

The article goes on to explain how the anchor and twist theory is critical to communicating a new technology or product to the marketplace—fast.  In essence, this theory works by connecting a new product to existing ideas, which “helps people understand what you are doing.”  The twist adds the unique qualities and benefits to the outgoing communication.

“…a good innovation story couples an anchor with a twist. For instance, the AHA eventually named its new life-saving technique Hands-Only CPR. CPR serves as the anchor, and ‘hands-only’ is the twist. Lumineyes may anchor itself in LASIK, but its purpose is so different that it carries a powerful twist: It’s like LASIK, but it makes your eyes blue.”

Read the full article here: Link

 

Often times, the products and technologies offered by B-to-B companies are sophisticated and, in most cases, have highly technical names and descriptions that do not clearly communicate their function or benefits to the customer.  With “generic” product names—DL 3400, XP 9828—several companies are missing an opportunity to identify and market the similarities and the differences of their products.  By applying the anchor and twist theory, new innovations are easier to understand and help business-to-business companies get their customer’s attention—fast. 

Get Social With Your Customers

As a major sponsor of the 2008 Summer Olympic Games, Coca-Cola has launched digital programs, “Design the World a Coke” and “WE8”. Coca-Cola implemented a social networking strategy to “connect with the ‘unity’ theme of the Games, and reinforce the positive message of happiness and refreshment.” The interactive, social media-focused campaigns were detailed in an AdWeek article on July 21, 2008.

Building upon the iconic bottle, consumers can “Design the World a Coke” creating their own bottle artwork, building artwork galleries, showcasing their galleries within a larger Coca-Cola gallery, voting for their favorite designs and posting their galleries on their own web pages.

In addition, Coca-Cola selected eight artists to create a unique bottle artwork design based on different themes and asked musicians to create a song to reflect the design. Each design and song combination is featured on its own microsite, where site visitors can download music and artwork. The microsite addresses are promoted on the packaging of Coca-Cola products in 44 markets.

Read All About It: One More Indicator of Newspaper’s Shift to Web

The signs have been there for years. We’ve all heard the anecdotal evidence, heard about the “younger generation” getting all of their news from the Web. And now, as ad dollars decline and circulations dip to new lows, it’s clear that newspapers have little choice in embracing the brave new world of the World Wide Web. It’s not a matter of choice… it’s a matter of survival.

This article from PR week focuses on the challenges of a mid-sized market newspapers. The article points out that this is an entirely different animal.

“In the smaller markets, I don’t know about [newspapers cutting print editions], because it’s a different animal. People still have articles clipped out and sent to their aunt, or cut out and put up on the refrigerator.”

This argument, although for different reasons, hold for BtoB. Print is still important in BtoB communication because of the way it’s still used: people read publications on factory floors, waiting room lobbies, and there is still significant executive downtime on airplanes.

On the other hand, online resources have their place as well in local news as well as in BtoB. The bottom line is that, while there are more and more outlets for information, there is still only 24 hours in a day. In BtoB or BtoC we have to reconcile that our audiences only have so many hours to devote to communication whether it’s print or online.

When the Superior Daily Telegram told its readers July 10 that it will refocus its resources toward publishing primarily on the Web, it joined The Capital Times of Madison, WI as the second in-state newspaper to go to a twice-weekly printing schedule this year.

The trend is not the result of any Wisconsin-specific element. It is more indicative of the challenges faced by media organizations in mid-sized markets, which do not have the flexibility of large-market publications or the loyal readership of small-town titles, says Brian L. Steffens, executive director of the National Newspaper Association.

High-circulation newspapers in large markets, which publish weekend magazines and devote considerable resources to the Web, are unlikely to cut back their print frequency. In the future, they will consider their print edition – at one time the main focus of their businesses – another part of a larger portfolio of products, Steffens says. Meanwhile, small-market dailies, which will maintain Web sites, will likely be reluctant to cut back the frequency of editions because less-populated communities are more reliant on newspaper print editions, he adds.

“What I see happening is that [in large markets], the newspaper will be a smaller part of their product portfolio – and this may be years down the road, but it will no longer be the dominant medium,” he says. “In the smaller markets, I don’t know about [newspapers cutting print editions], because it’s a different animal. People still have articles clipped out and sent to their aunt, or cut out and put up on the refrigerator.”

Read the full article here: Link

Oglivy & Godin on The Big Idea

Onlinemarketerblog has an interesting post comparing the words of David Olgivy to Seth Godin both on The Big Idea.  Of course coming from different generation, different styles, and even different goals as marketers, it’s difficult to compare these two but their perspectives come down to this:

Olgivy: “These are the rules that have made me successful.  Break them or follow them, but know them.”

Godin: “All the rules are different today than they ever were.  Follow the old ways at your peril.”

The article quote Olgivy as advocating The Big Idea that needs to be at the core of all marketing and advertising.  Godin basically says that big ideas are still important but they need to be embedded in the product and not in the advertising.

So how does this apply to BtoB?  Oddly, most BtoB companies fall in camp with Seth Godin…in not such a great way.  Most B2B companies want a perfect product that is exactly what the market needs and is like nothing else out there.  Then, and only then, will any marketing be invested.  Unfortunately, those products don’t always come along.  Often in BtoB we compete with similar products of very high quality and end up competing on price.

Leveraging market advantages in marketing is where the big ideas should be.  Coming up with bold, big, brash marketing around the one or two advantages of your product or brand highlights all the reasons why you should not be having a price discussion with your customer.

The biggest mistake a BtoB company can make is waiting for that huge innovative product to come out before investing in marketing.  The risk there is that on launch you customers sees you as a commodity company with an innovative product.  Instead of being something they have to have, your big new product is just something they have to pay more for.

The message for BtoB?  Invest in big bold ideas, but don’t wait for the big bold products.  You already have some advantages — now it’s time to talk about them.

Read the post here: (Link)

If it’s good for the mass audience, is it good for the target audience?

While advertisements are the easiest way to reach mass audiences…what about reaching your target market?

Companies often turn to agencies when looking to build, (re)establish, and support their brand in the market place.  A question consultants are frequently asked by companies is which is more effective–advertising or public relations?–revisiting the old age debate of Advertising vs. Public Relations. 

 

Where as advertisements can be engaging and memorable, public relations keeps a company top of mind and positions the company as an industry leader.  Brands such as Target, Apple, Budweiser, and The Gap have used a creative yet tasteful approach to advertising, using catchy tunes, celebrities, and humor to make an impression in the minds of consumers and become the subject of water cooler conversations.  Conversely, these brands have received much publicity ranging from corporate responsibility to executive profiles allowing audiences to learn about the company and its products/services.

 

But before testing which trumps the other, the brand vision needs to be clearly defined and understood internally in order to reach the right customer.  

 

In a recent article from the Wall Street Journal, Marka Hanson, president of Gap North America, was interviewed about the company’s decision to discontinue all television advertisements the day before June sales figures were released.  The company has focused resources on a brand assessment and a target marketing strategy.  The interview identifies how the Gap made a return to its heritage and rebuilt the brand through a focused marketing public relations plan that reaches the right audience.  From participation in the right mix of events to strategic partnerships with famous designers and celebrity endorsement and targeted media, the Gap has started to build brand credibility.   ()

WSJ: Who is the Gap’s core customer now, and how has that changed, if at all?

Ms. Hansen: Our stake in the ground is ages 25 to 35, and that’s the customer we want. Twenty-five to 35 covers you from kind of postcollege to getting married to maybe having the first child. This puts you from the Gap itself into the babyGap and GapMaternity, but it’s not trying to be everything to everyone.

When I got here, I think the team was more focused on 18 to 24 and really going after that kind of younger demographic that is where American Eagle and Abercrombie & Fitch play. I don’t think that is right for us.

Read the full article here: Link

 

The following day, Gap Inc reported Gap North America store sales for June 2008 were negative 5 percent versus negative 9 percent last year.  (Link) 

 

As the Gap realized, companies cannot be everything to everyone.  By taking a step back to focus on where the brand is currently and where the brand needs to go to achieve success, the company was able to develop a focused plan of action.  For B2C and B2B companies alike, identifying your specific target market(s) is critical in developing a focused plan to clearly reach your specific audience(s).     Therefore, in order to effectively reach your target audience, one could argue that an integrated mix of marketing, public relations and advertising are essential to build, strengthen and maintain a brand.  

 

Old, Rich, and New-Media Savvy

When billionaire octogenarian T. Boone Pickens, ranked by Forbes as the 117th-richest person in America, takes his campaign for U.S. energy independence online through myriad social-media sites like myspace and youtube, one begins to realize that the term “New-Media” is quickly becoming a misnomer. Perhaps “Media” or “Business as Usual” is a more appropriate moniker.

The opportunities to increase B-to-B marketshare, sales, and brand-value through all of these communication vehicles continue to expand.

Yo, T.B. – Friend me!

From the WSJ Blog:

This morning, Mr. Pickens launched a publicity offensive for his “Pickens Plan,” a call for energy independence that includes greater reliance on wind power. So far, the publicity has included traditional elements, such as a lengthy story in USA Today and an appearance on CNBC’s “Squawk Box” this morning. But visitors to www.pickensplan.com, the Web site dedicated to promoting the oilman’s ideas, will find an effort to tap a different energy source: social networking.

Read the full story here: Link

There’s also a video from Picken’s which, while it hasn’t spread like wild-fire, does show what can be done with the medium. You can view it here:

They’re watching! (But are they seeing you?)

Watching TV is about as American as apple pie. And now, research suggests this most American of all past times (sorry baseball) is more popular than ever, with Nielson reporting that the average American watched 127 hours of television in May alone.