Scanning-In vs Mobile App: Consumer In-store Activation

I think mobile in-store marketing is going to be huge, a massive opportunity to engage (entertain, educate)

Not just brand expressions or paid media here folks.

Standing in front of an end-cap or display - BAM - your mobile device gets hit with information, demo or an offer.

REAL value...brand experiences or possibly even brand services.

Owned media informed by data wows and engages - just think of how the experiences could be driven and tailored by so many factors:

Consumer's past shopping behaviors?

Specific to that store? Aisle?

Weather dependent? Seasonal?

Based on macro-economic factors?

Store sales or inventory?

But how do we activate in the U.S.?

Two typical barriers:

#1. In the states we have struggled in the mobile space to scale and provide meaningful innovation due to carrier structure and related service structures. Been that way for years.

#2. And retailers or CPG partners data and systems infrastructures typically are out-dated and/or fragmented.

Could we activate mobile in-store by capitalizing on the scanning-in behavior?

Scanning-in referring to the understood and accepted practice of scanning your "card" or "key fob" when entering a gym, library or the like.

Why not ask your customers to scan-in when entering NikeTown? Or Target? most retailers?

You then have them scan out at checkout. Another accepted practice.

This empowers you to bring your consumers more value through knowing when they arrive, time in-store and basket details.

If they opted-in for mobile communications, you could then text offers based on all or any mix of the factors listed above - right?

You could test, test and test more. Offer sizes? Informational only? Thank yous?

You could sell partnerships. Exclusive offers for CPG partners?

You could promote. Lucky text every Tuesday night at 7:07p?

Imagine the club channel - they already ask to "see" you card so why not scan in and start wowing your members.

There are still barriers but this is doable.

But if the barriers feel too big - what about applications?

Applications have evened the playing field a bit helping work across device almost as an after-market addition - kind of like whistle tips - OK not really.

But applications have exploded and some forward-thinking firms are using applications as owned media to drive experiences - Pepsi Loot being more aggressive while most retailers offer a store finder as a minimum service via app.

Now some retail folks are working on another option for similar in-store activation - Shopkick (Forrester POV and co-founder video).

Shopkick = location based rewards.

Positives:

- easy to activate for retailers and consumers (FB)

- consolidation of numerous brands in one app

- Easy activation on device

Concerns:

- feels more like an experience than service (entertainment more than smart utility)

- coupon feel could distract and/or feel too "gamey" for valuable audiences

- all inclusive, democratic but which audience will use this?

Similar to picking between ice creams, I am say do BOTH a custom mobile program and participating with Shopkicks.

I see a need or room for both the all-inclusive gaming application (Shopkick for example) for one audience and a more personalized and exclusive option for other audiences (member's only ).

So maybe the Shopkick becomes a relevant value via experience and entertainment while the TBA retail/product specific program is a service.

Or get in the game with Shopkick while you make larger investments and test in to a customized program.

Either way start challenging your teams to add more value with mobile.

And congratulations to BestBuy and Macy's for testing out Shopkick.

Posterous - Timely Technology.

I think Posterous is fantastic and timely.

Check it out - www.posterous.com.

So Steve Rubel's endorsement did a ton for Posterous and I am here to say "Harrumph!"

(Though I owe thanks to Iain for indirectly introducing me.)

Here is a simple take on Posterous:

What is it?

Convenient way to blog leveraging email for mobile posting. Offers most standard publishing features including sharing across platforms.

Why use it?

Email allows for quick mobile posting. Take a picture or video. Attach to an email. Subject line is your title. Body of the email is the post. Includes all your attachments. HELPFUL.

How to use it?

Your call.

Lifestream - sure. Tumlr competitor - definitely. Full time blog - works.

Self-cenetered example:

I am currently running three platforms for avkthinks. Twitter = small thinks, unfiltered, higher propensity for crap. Posterous = medium thinks, less work, more photos, thought through daily inspirations. Blogspot (here) = large thinks, stuff I think through and then write - hopefully.

But the success or future success of Posterous in my eyes is based on the use of email.

The email functionality is simple (do you know how to email?) and fast (how fast can you send an email?).

Simple + Fast = Convenient (how many times have you had a super post but by the time you logged in to your "account" you forgot it or never even got there - EXACTLY?)

So until email loses steam, I expect Posterous to be a timely option.

Will CPG Follow the Soft Lines Evolution? NFL's?

I think private label products are really solid.

The days of hiding in your closet while eating a "private label" cereal or cutting out the private label tags are gone. IRI showed that in 2009 nearly 25% of the CPG units sold were private label.

Long gone.

Quality parity. Great recession. Power shift to consumers.

There have been several driving forces but the fact is that private label in grocery stores are...well...good. And in some cases even better than the brand name alternative.

One excellent example is Whole Foods 365 brand - well done.

But what about the big CPG players - Unilever, Kraft, PepsiCo, Coke, General Mills???

Can they really be winning?

Consumers care less and see less value between branded and store brand.

Recession has consumers counting pennies.

Stores have slotting and display fees that seem to never end.

Customers (stores) have a ton of power - can you say DATA.

Do you think one way out could be similar to soft lines?

By soft lines, I mean clothing and apparel - Nike, Adidas, Abercrombie and the rest.

Back in the day, people shopped at department stores and found a variety of brands.

People trusted Sears, Macy's, Dillards and the like.

Soon came the "store within a store" where the Ralph Lauren section had its own look and feel.

We have seen some of this in the grocery and mass merchandiser aisles.

So why not have a P&G, General Mills or Unilever store?

What if they partnered up with each other? PepsiCo + Kraft? Holy potential.

Or even more interesting what if a retailer and monster CPG got together.

Expertise in retail and the innovation, branding and marketing of a CPG. Exciting.

Things that make you go, hmmm.

Similar to the NFL in some ways, no?

NFL is ready to sell ads against more and more games on their media properties.

And who can blame them - we all need those dollar dollar bills y'all.

But the broadcast networks really put the NFL on the map. Similar to how CPG companies rely on their customers to distribute their content (products).

The NFL is taking it slow and working closely with their partners. Being cool. Playing smart.

And I think CPG's will also play it smart and testing into some brick and mortar could be on the horizon.

LOST: Establishing Discovery-led Engagement and More

I think LOST was one of the best television shows of all time.

Not better than Sopranos or Lonesome Dove for me but an excellent six year run. For a nice recap, check out this post in the NYTimes (thanks for pointing this one out, Jazmin). This post helps frame-up some of the hating, loving and meh for the finale which aired last night (May 23, 2010).

Why did I love it?

Because I love to be challenged and inspired.

I dig emotions, emotional scenes and complex crazy people.

Really dig on passion.

LOST often brought it all.

Thank you.

But LOST also delivered some notable marketing lessons, case studies or just plain old "hmmmms".

LOST got clients and agencies to think differently. Beautiful.

Here are a few of the ways in which LOST inspired fans and the marketing industry.

1. Discovery-led Engagement - Seems like terms like "easter-egg" and "alternative reality games" were officially launched to the main stream by LOST with the Hanso Foundation (LOST Experience) and on sites like Oceanic-air.com and Flyoceanicair.com. LOST taught us that great entertainment now exists in deep multi-way mutli-platform discovery-led experiences created with the user in mind.

Thank you.

2. Corporate Support - In May 2006 LOST and Jeep reset the marketing expectation landscape with www.letyourcompassguideyou.com. Corporate Support was the game - not just sponsorship, more than integration...Jeep was supporting the experience. Television to micro-site to easter-eggs to Youtube to micro-sites and I probably missed half of it. But the point is other brands (Verizon) followed suit and LOST allowed fans to discover experiences and extend their engagement down paths previously not taken or not taken so well.

Thank you.

3. Interruptus Maximus - The model is simple. ABC sells advertisements in advance throughout the entire finale. The game has not changed. But in a world with US HH penetration of DVRs just over 30% (Nielsen) and growing, the pain of interruption advertising was AWFUL and OFTEN. Take us to 2.5 hours to reward the fans not just create classic interruption breaks - Jack and Smoke just pre-fight felt like 1982. But two brands, Target and Verizon, stepped out to give a nod to fans.

See below starting with Target:

Target gave you the wink-wink sell with the admirable use of Geronimo Jackson's "Dharma Lady." Though I tweeted in real time that I think and still do that Verizon's was better. Target was just a little, well, bad. Next time maybe just use the music?

Verizon ad:

Verizon allowed people to use their favorite communication medium, SMS (some 2.5 billion texts are sent each day in the US (Neustar)), to express their admiration and love for LOST.

So different mechanism, Target gets credit for failing forward attempting to be an insider, while Verizon gave insiders a relevant canvas to express themselves with the other Losties.

These were the bright spots of the Interruptus Maximus which allowed some of us to avoid water works on the couch.

Whew and thank you.

LOST made fans and marketers think.

LOST encouraged clients to ask new questions, agencies to bring new solutions and media partners to offer more. Awesome.

Thus, I have to think...any missed opportunities with the finale? (besides the obvious explanation of the island, hehe)

Here are three thoughts - not ideas - in 25 words or less each.

1. Theater party anyone? Why not take four cities (wink, wink) and throw LOST viewing party at movie theaters? Sell tickets...clients support. Engage. Connect. Share. Remember.

2. Video post party? Mash-me-up some chatroullette or skype or somthing and let the LOSTies have at it? LOST fans only. Let me cry with you! (warning! last link is f&cking creepy)

3. Action figures! Can you say limited edition? Can you say "on my/your dresser?" I guess these count. But ask Mr. Lucas how his rights deal worked out for him.

Again, thank you LOST for the entertaining and inspiring six years.

Your audience numbers (approx. 13.5 million) may have not match NCIS (thx Mr Steinberg) but the way you reached the audience was epic.

Off to push the button...

Bakery: Cookie for Clients & Doughnut for Agencies

I think analogies help make the world go round.

Look if Plato (looking smart in b/w) and Aristotle used them...maybe we can too?

Or if you are me, you use them everyday, multiple times, leaving people wincing, laughing and agreeing along the way.

So today we will think about two analogies that no matter if they fall short or deliver will definitely give us something to continue to chew on...I will keep them high-level but these are two serious shifts for agencies and clients.

1. Mini-donuts

Starbucks recently began offering mini-donuts.

These little guys bring EXACTLY the same quality and yum factor as the bigger ones.

But these mini treats come with only 120 calories.

They can be bought in any number but a single is now possible for 120 calories.

Starbucks did this to meet the desire of their customers. Customers needs changed with a desire to get the same quality but in a smaller portion. Customers have a desire to manage calories and keep their calorie count down.

Starbucks created a way to meet the need while still making margin.

Starbucks altered their offering.

Today's marketing services clients have experienced a similar change in appetite.

Clients want all the quality but in smaller portions.

Budgets are tight and they want the flexibility to monitor and change their "diet" on the fly.

This requires agency partners to find a way to deliver "the mini-donut."

2. Bread Crumb Theory

I have heard several takes on the theory but here is simple one.

"Let's say that for whatever reason you were trying to catch some wild birds, which method do you think would be most productive?

Get a blanket and run wildly around a field waving it in the air until you catch one?

Spread some breadcrumbs on the lawn and wait for them to come around?

The same is true in promoting online. People don't want to have ads shoved in their face, so it's much more productive if you can figure out ways that they can find you instead. If they show up at your page because they are actively seeking what you have, it puts them in a totally different frame-of-mind. Now you become the trusted advisor instead of just another pushy salesperson." - oldbuddy

Wow, what a difference.

Do NOT run around yelling your message but add value in small ways in many places.

NOT a single over investment in one area but a handful of strategic small investments in multiple areas.

Listen and watch the small investments and throw down more bread in the valuable areas.

Let that bread be portable and facilitate sharing.

These two bakery analogies do not solve the problem.

But they hopefully bring out the Plato-minded side in all marketers to reinvent our way of:

1) working together as partners (clients and agencies)

2) beginning and maintaining relationships between brands and people.

Agency Side or Client Side: 3 Simple Steps

I think working in advertising and marketing is a fantastic way to make a living.

And thank you to either the tumultuous job market or the wild success of Sterling Cooper...

Because more and more people are asking me about getting into this crazy fun game.

But before they jump into the game they are asking themselves, me and maybe you the "question."

Am I a client or an agency person?

I hear this OFTEN from marketing professionals of all ages and levels.

Whether someone is a recent graduate, happily employed or just out looking for a job...people want to know.

What is the real difference between client and agency side jobs? Where do I fit best?

You can see it in some client's eyes when they come to NYC.

Nights out. The "talent" around the office. The buzz in the hallways. This grass looks pretty green baby.

And ironically you can see it in the agency's eyes when they go to Purchase, Minneapolis, Kansas, Plano and the like.

Nights at home. Everything is on the "campus". More consistent schedules. This grass looks pretty green baby.

Some have said it is just, well personal?

So if you are thinking about coming over to the "sex, drugs and rock-n-roll" side of business (advertising & marketing), where should you go?

Follow these three simple steps to help find your way.

STEP 1

Here are some general questions that hold some truth as provided by anonymous agency and client stars.

- You like to tell people what to do? (client)

- You like to wear t-shirts to work? (agency)

- You like to manage budgets and make decisions? (client)

- You like to create solutions under deadlines? (agency)

- Apple? (agency) PC? (client)

Though superficial, these still draw smiles while holding grains of truth, but for most of us the decision runs a bit deeper or seems more complex.

So first let's address a few things that have changed - especially since the glory days of Mad Men.

Here are a few dynamics to consider in 2010.

SPOILER WARNING - could burst your bubble.

Client life is NOT easier.

Not true anymore or not a given. Marketing departments shrank (Bubble burst, Global Recession) driving longer hours, hand-held addictions and loss of a desire to have fun. Clients are grinding it out in many cases as hard as their agency partners.

Agency life is NOT necessarily more fun.

Agencies have been decimated by clients slashing budgets and working with procurement, driving layoffs, leaner staffing, grumpier over-worked clients and cutbacks on employee perks - think whole bagels become bagel "quarters". Agencies are doing more with less.

Relax. Relativity still plays in here...so agencies are still more fun and clients do have it easier BUT the gap has shrunk dramatically.

STEP 2

Now watch the these short educational videos:

1. Why agency life.



2. What it takes.



3. How it works.




STEP 3

So after considering the gap shrinkage and enjoying some short educational videos, here is an unofficial guide on how to determine your marketing DNA.

DISCLAIMER - Quiz is based on my experience working as a client and an agency person and working with some of the most amazing and worst agency and client people on the planet.

Answer this 5 question marketing self-assessment quiz:

1. Do you prefer team sports or individual sports?

2. Have you ever successfully waited tables? Or would you like to?

3. Head or gut? (Works both ways people - where to take a punch? what do you trust more?)

4. Where do you sit in a school classroom?

5. Do you like slow and steady or fast and inconsistent?

Answers to these questions can help direct you toward your marketing DNA - client or agency.

Think about your answers.

Acknowledge that your answers may change over time.

Be honest.

We need passionate people on both sides so answer, reflect and jump in.

P.S. - Check out e. My favorite book on the agency business. Must read. Hilarious.

Gift of Feedback. Accept the Gift Today

I think PepsiCo taught me a ton.

One of the first lesson's was the "gift of feedback."

My wife yawns when I bring this one up but the PepsiCo people were correct.

Feedback is a gift.

You, and of course brands, should welcome and process all feedback as a gift.

Gift giving can be tough in real life but in the communications business it can be easy.

Facebook showed this a few months back with their redesign.

Yes the redesign had issues but check out the two red boxed areas.

Facebook serves users ads and gives them the option to say "I like it" (thumbs up), "I don't like it" (thumbs down) or "bye-bye" (delete). This is the smaller red box on the right.

Should a user choose to give a thumbs down, Facebook serves a pop-up shown in the red box on the left.

Facebook then takes the gift a step further asking why users didn't like the ad offering some half a dozen options from irrelevant, repetitive, misleading, offensive and more.

I love this.

Excellent data capture.

Nice value exchange.

So not all brands are serving ads as a platform.

But all communication touch points offer the ability for your most important constituents - your consumers, customers or clients - to give you the gift, the gift of feedback.

Digital executions could mirror the example above but any channel could feature a URL for feedback.

Or offer the section for feedback on your site.

Make sure call centers or brick and mortar locations facilitate gift giving.

Might not be the holidays but giving the gift pays off year round.

Ask for feedback, listen, analyze, learn and improve.

Getting the gift will extend your return on communication investments even further.