Tag Archives: #Rethink

PIP Title Means What? #agreesharon

#agreesharon

Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.

 Let me know what you think.

out of date clockA business acquaintance recently referred to herself as a PIP – a “Previously Important Person”. While I chuckled, I was also saddened by the expression. With the daily transitions that each of us are making through professional responsibilities, child-rearing, parent caregiving, volunteer roles and more, we will often move into and out of the spotlight.

How can we avoid feeling like we were “previously important”? 

Water Bottles on Demand

water bottles

Give a man a fish and he eats a meal; Give a man a fishing rod and he feeds himself forever. Give a man a bottle of water and he can drink throughout the day. Maybe…..however it is worth taking note of the modern version of a hotel water fountain. It certainly makes it easier for us to stay hydrated in an environmentally-friendly format throughout the day.

Here’s an interesting water bottle factoid: “According to the Container Recycling Institute, 86% of plastic water bottles used in the US become garbage that ends up in landfills throughout the country. Considering that approximately 60 million plastic water bottles are used every day in the US, we can assume that nearly 18,834,000,000 end up in the landfill each year. Each bottle can take up to 700 years to decompose.” (Source)

Are you using a singular water bottle throughout the day — one that you carry with you and refill as required?

A Cargo Perspective

#agreesharon

Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.

Let me know what you think.

People have different perspectives on how to keep track of  their precious cargo. Imagine the following two scenarios which took place on a major midtown Manhattan avenue.

  • First, I see a young fashionably-dressed woman talking on her cell phone while a toddler waddles behind her. She is walking somewhat sideways so as to keep an eye on the child, however there is a distance between the two of them that measures somewhere between one-third and one-half city block.ducks walking
  • A few minutes later, I see a young man walking down the street. He looks like a sweaty tightrope walker. He is balancing some 6 (very large) trays of eggs in his arms.

Doesn’t it seem that the transportation method should have been switched up in these scenarios?

In the described situation, would you have said something to the young woman? Would you have offered to help the young man?

OR, would you have power-walked past both of them?

Non-stop Tidbits

#agreesharon

Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.

Let me know what you think.

Learning something new every day does not change with age….that’s good to hear! Source: AARP Research #DisrutptAging

I recently started keeping notes on the new things that I observe during the day…..when you take the time to write it down………you realize how much you take for granted. So much activity! So many nuances.baby at mirror

He can mix a great drink OR position you correctly on the X-ray machine

#agreesharon

Life is filled with so many interesting moments that I decided to create a weekly conversation starter around one of the more entertaining observations made during the previous week. Nothing too complicated — fun to see how people answer the question.

Let me know what you think.

colorful puzzleThe age-old question of “What do I want to be when I grow up” is never easy to define….and I am always fascinated by the stories of those who truly changed the direction of their work, using skills in a completely different application.

I was recently making small talk with an X-ray technician. He told me about decades spent as a bartender and restaurant manager. Earlier days included time in the military.

It was humorous ….. and then the career links became oh so obvious: Helping others. Customer Service. Measuring items that come together within a followed formula. People-facing. Patience. Ability to handle emotionally charged environments.

When was the last time you used one of your skills in a completely unrelated situation?

puzzle coming togehter

Future of Marketing: Collisions and Complexities

The Future of Marketing Summit 2015: Collisions and Complexity #FTMarketing is always a treat to attend. While conference attendance continues to drop these days, the live conferences allow us to share our real time views in more than 140 characters, giving some additional color to the speaker comments.

The conference explored relevance and personalization —objectives that marketers always strive to achieve — regardless of the available technology and in spite of the available technology.

“Content is king. Context is queen and she wears the pants.” 

Big data and the balance of personalized messaging, limited budgets and the creep factor caused by revealing the knowledge of too much individual data, continue to be a dominant subject on everybody’s mind. Ad-blocking is a relevant piece of the conversation as it impacts so many of the content development and customization strategies that we all are exploring.

content and contextWith so much free content available, what motivates someone to share the information that allows us/them to customize their stream of news? The answer lies in the value proposition. The importance of which is not new; the newness is in the never-ending expansion of resources that we can use to meet our needs.

Hence, if I can get the information elsewhere, I will get it wherever it is easiest and most obviously synergistic.

  • Exemplifying this example was Seth Farbman, CMO at Spotify. Consumer access to music at little to no cost delivers huge exposure for the artist. For those artists who do not have the marketing and label support, Spotify sees themselves as an avenue for artist exposure. Their goal is to build music fans. The majority of their users do not pay fees. However, the Spotify service is not free; it is advertising supported. Hence what happens to this business model when users go incognito?

Knowing that “Content is king. Context is queen and she wears the pants.” What can the marketer do to ensure the right experience for the individual customer?  Simultaneously, what can be done to maintain advertising dollar supports? Maintaining a robust exchange of information is paramount.

  • Businesses that are using Virtual Reality (VR) provided a good example of creating customer relevancy. In fact, one of the panelists shared his own story; it involved a dislike for camping activities which ended in the booking of a camping trip after a VR experience. Sounds like the adage: Try it. You’ll like it. Virtual Reality brings us closer to the experience than any copy deck or photo montage could achieve.

Storytelling: A Strategic Business Tool

8591351239_24bcb987df_nAnd, when VR is not possible, we know that a well-delivered story format is a readily affordable tactic to initiating an immersive brand experience. In the panel titled “Shifting the Brand Strategy in the Age of Empowered Consumer”, one message was unanimous: Brands can no longer speak to the customer. Rather, brands must speak with the customer. Be it a consumer or a  B2B transaction, the human being will make a decision and individuals want to buy things that reflect smart decisions and which make them feel like they are adding value to the situation.

When is yes a maybe? Marketers are still figuring this out.

Unraveling what the customer wants will continue to be an ongoing riddle. The true psycho-graphics behind one’s behavior are rarely available on an individual basis and just because someone looks at a website does not mean they want to use or buy the product….a challenge with programmatic marketing.

As marketers, we want to test everything to see how we can better create a dialogue with our customer groups. However, social media is still being challenged to prove the consistency of the measurable impacts that the tactics generate for a campaign.

  • There was an audible chuckle in the audience when Roel de Vries, Global Head of Marketing and Brand Strategy at Nissan Motor Company spoke to the “hobby-ism of doing things. If I have to sell x million cars, is 10,000 hits good enough to get me there?” And, hence, we must again balance testing opportunities with scale impact and the budget allocation.

The Basic Human Need for Emotional Resonance

As technology continues to alter the way we consume data for our decisions, there was chatter amongst the room for another proven behavior: The continued need for emotional resonance. No matter how technological our society has become, in the end, we are individuals with numerous personas that are all actively in play at any given time.

Reminding us of this basic human nature was the five step ecosystem that individuals use to make decisions. The buzz words have changed over time however the concepts remain intact. The five step ecosystem is: brain photo

  • Notice: Get noticed. Create awareness.
  • Curiosity: Generate interest.
  • Interaction: Offer an array of opportunities for interaction and the query for more information. Engage the customer/prospect in a dialogue that makes the impact of this product in their lives real.
  • Reinforcement: Create on-going reinforcement of the purchase decision.
  • Evangelize: With the ultimate goal of turning the customer into an evangelist your product

Some things do not change; they get modified and fine-tuned to reflect the modern-age tools.

Relevance, personalization and service excellence continue to be the critical success factors in establishing long term relationships.

If you found any of the subjects in this post to be of interest to you, please get in touch and lets continue the conversation.

Thank you to the Marketing Executives Networking Group MENG for my ticket. to this event.

The Big Rethink US 2014 Conference

I was lucky enough to attend The Big Rethink US 2014 Conference delivered by conference logoThe Economist and further supported by MENG. The discussions surrounding big data, social networking and customer engagement crossed almost every industry. In this blog post, I will share twelve highlights from the March 2014 conference; they are in no particular order. For additional twitter streams, check out #BigRethink, @TheIdeasEconomy and @sharonlewisnyc.

1.Real Time Marketing
This is the Holy Grail that we marketers seek to achieve with confidence, reliability and available budget parameters. The concept behind achieving this is to set up multi-functional teams that are empowered to be spontaneous within a pre-determined set of boundaries. Huh?? Is this possible?
Yes. The example was the 2013 SuperBowl Dunk in the Dark Oreo campaign. With a zero media spend; one tweet generated 525 million media impressions.

2.Data Context: Opt-in May Still Need a Human Intervention to Avoid Bad Assumptions
At @1800Flowers, they do not assume that you send the same person a Valentines’ Day bouquet every year! In a similar vein, you cannot re-use the data that you collect for an arrangement being sent for a funeral or for condolence purposes. Enough Said!

3. Our attention span has become so short that we do not take the required time to explore many worthwhile options. Here are two examples:
Remember the amount of time that what went into making a 30 second or 60 second commercial? Our requirements for immediate gratification (read: short attention spans), have further crept into the creative process. What happened to the evolution of an idea? Some speaker discussion suggested that similar to the final campaign, the creative process has become one that demands instant gratification. As such, we may be pre-maturely eliminating some great campaigns and bottom line results.

As it relates to getting the consumer to the action stage of the offer: @MaryKayUS spoke about a mobile – first strategy with the goal of accomplishing any action within two clicks. …. “Making it easy for the soccer mom en route to the practice field” to be productive……. @SherryAG That does sound pretty close to instant gratification!

4. We have too many channels of vertical expertise. This impacts our corporate structures and our recruitment efforts
Comments from the CMOS of Lowe’s and The Weather Company spoke to trying to break down the vertical channels of expertise. As an industry, we have already established many proven formulas for successful, relevant marketing. While the quantity of the messaging channels has changed, and the available channels for marketing have changed…… The principles of relevant messaging and singular focus to action have not changed.
A good marketer can learn the nuances of a unique communications channel; Good marketing skills are applicable across any vertical channel. Hence why do we suggest otherwise in our (formal and informal) recruitment and career development policies?

5. “Say what”…….Whose language are you speaking? Whose perspective are you sharing?
There was an “aha moment” when the McCann Truth Central story was shared about a focus group participant stating that they engage in low rates of text messaging. Further probing revealed that this young adult had some 300 text messages daily; another participant piped in to say that they wake up some mornings to 1000 messages on their phone. @McCannTruth @TruthLaura
Lesson reiterated: Perceptions are everything. Probe and define the perception from which one speaks!

6. Crisp, singular messaging is nothing new and should continue to be a mantra for good communications.
Remember the old adage for a good billboard ad: six words or less! Why do we act surprised when the role of crisp singular messaging is re-proven with each new communications channel that we invent?

7. Data Sharing and Privacy
There are conceptual lines that consumers use in determining how/when/what they share. Brands are starting to learn that consumers are more aware than ever that they are sharing and that when they do… “They want something back for it”. Many of the speakers noted that they have received customer complaints from those feeling that their data was not being maximized. Again, this creates a fine line in differentiating a personalized experience from a Yuk factor, also known as a “creepy factor”. The app for a healthier lifestyle called @Noom, spoke to their success in the creation of trusted on-line weight-loss support groups; Caesar’s Entertainment spoke about real time data updates regarding the preferences of their clientele.

8. Data Context, Data Filters and Timely Data vs Relevant Data
A real time, big picture challenge that continues to be tested by marketers are the models behind: How does a brand insert themselves into a conversation that is appropriate and relevant to the customer experience?
• Here is where mobile is changing the retail shopping experience.
• Here is where content is being taken to new levels of storytelling, relevancy and entertainment (interpreted as three distinct and intertwined objectives).
• Here is where the concept of “filter failure” needs to be fine-tuned for efficacy and relevancy.

9. Would this ad prompt someone to want to see the ad again?
It seems logical that re-watching an ad is an important criteria to wanting to share the ad, thereby allowing it to go viral. Music videos being replayed on YouTube are a great example. The “Lowe’s Fix in Six,” vine series offers simple, everyday improvements that could also fit into the category of a “want to replay it”. The Apple ads that speak to what you can do with an apple product were touted as another example.
It is hard to predict what will spark a viral reaction; it is easier to go with creating something that people simply want to see/hear/experience again.

10, Note-taking was visual and intrigued everyone in the audience. Take a look

11. Analysis Paralysis
With data exploding at unparalleled rates, projects quickly become so big that they are scary—even to the best minds in quantitative model development. The presenters advised that we all just get in there and start doing it — not everyone can have the big budgets, however everyone can create learning environments.

12. Funny Expression of the Day
The budgets available to test, measure and deliver were never stated during the conference. SVP and CMO of Frito-Lay North America enthusiastically shared some memorable experiential campaigns with the audience. And, with such stories, she had us all laughing with the expression: “The juice is worth the squeeze”.

In closing: I will paraphrase an organization that was not represented at the conference: “Ya gotta be in it to win it”

Wishing us all much positive learning in our campaign endeavors.

This blog originally posted in March 2014 through the mengonline.com community via http://mengonline.com/blog/2014/03/18/reflections-economists-big-rethink-360-cmo/