My husband recently finished his 11th marathon, and it was on one of the world’s largest running stages: the 116th Boston Marathon. This is world’s oldest annual marathon, welcoming more than 500,000 spectators each year.
Over the past decade, I’ve traveled with my husband to nearly 30 half or full marathons, but during this most recent race, I was curious to learn what makes the Boston Marathon so special, and why the community seems so involved. We’ve attended races in other large cities, such as Houston, Atlanta, Charlotte and even Disney World, but nothing comes close to the crowd and community support shown during the Boston. For example, a marathon is 26.2 miles, and in most races, it’s common for runners to come across sections of the course with no spectators, just peace and quiet. However, during the Boston, the entire course is lined with people.
The Boston Marathon starts at 10 a.m., and I arrived at my chosen spectator location—about 100 yards from the finish line—by 8:15 a.m., and the street was already lined with people. By 10 a.m., there were three or four rows of people behind me. Before noon, the crowd on my side of the street was at least 10 or 11 rows deep — that’s a lot of people to watch a bunch of people run. What’s especially interesting is that most of the spectators were from the local area. (Participants in the Boston Marathon must qualify within a certain time for their age group. It’s pretty competitive, so not all runners are from the surrounding areas.)
While waiting for my husband to pass, I kept wondering, “What makes everyone come out to watch this race in virtually any weather conditions?” (This year’s Boston Marathon was the third hottest on record.) After a few hours of making friends with the locals, I learned that this race isn’t just a race; it’s a community event. Everyone in Boston and all the towns along the race route feel as though they have some kind of ownership of the race; this is a time for them to shine on the world’s premier running stage. The communities near the start line spend months finding ways to enhance the runners’ experience, welcome visitors and engage the community.
Bringing community engagement to marketing events
Several of our clients participate in trade shows and host various events either at their showrooms or in the community, but are they really in touch with all their key audiences in a way that makes them feel involved or have ownership in the event? It’s easy to bring employees to an industry event and ask them to talk about a product, but it’s more difficult to provide those employees—and visitors—with a memorable experience that makes a lasting impression. I’m not suggesting adding water stations around a trade show booth or passing out finisher medals to anyone who completes a showroom tour—but what would happen if employees and/or visitors felt as though they had become part of a larger experience and had a say in what the organization was doing?
Industry events are an excellent opportunity to gauge an organization’s awareness among stakeholders, and they provide an outlet that allows target audiences to become more intimately connected to a brand. Next time your organization signs up for a booth at a trade show, consider what you want the employees working the booth to take away from the event, as well as the experience left with the visitors. You might find great opportunities for increased engagement farther up the course, waiting near the finish line.
Tags: Boston Marathon, brand, Commentary, current events, employees, Events, Marketing, PR, Public Relations, team, trade show
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I begin this blog post with a request: bear with me. I promise to tie it up with a pretty little bow and make it relevant for marketing. In fact, that is today’s secret word: relevant.
Kardashian. There, I said it. “Keeping Up with the Kardashians” is quite possibly the most important show on television right now. It’s an amazing case study in becoming a relevant brand, maintaining awareness and staying in the mind of the consumer.
See what I did there? I made Kim Kardashian and her crazy family a brand. And they are.
Kim’s earlier indiscretions rocketed her into the public eye, and for many of us, we can’t get enough. Through Kim, we’ve met Kourtney, Khloe, Rob. These are Kim’s siblings. We’ve also meet Kris Jenner, Kim’s mom. We’ve known dad Bruce Jenner since 1976, but no one cares that he was once the best athlete in the world. We care about him because he is the put-upon stepfather of the Kardashian children and father of the next generation, i.e. Kendall and Kylie.
Many people around the world are eating out of this family’s hand, and they are laughing all the way to the bank. Babies, marriages, dissolution of marriages, Kourtney and Khloe taking Miami, Kim and Kourtney taking New York, Khloe and Lamar. Seriously, this family is the Proctor & Gamble of reality television, and it fascinates me more than I can articulate in writing.
At the end of the day, this family is a brand. A closely controlled, tightly managed brand. Love them or hate them, they are a perfect example of how to create relevance and maintain it. In today’s crowded marketplace, breaking through clutter and noise requires enormous creativity. Through careful planning—and not going anywhere without getting paid $250,000 with paparazzi in tow—the Kardashians create relevance in everything they do (however vapid it may be).
It’s a pretty simple strategy, but it’s the execution that truly makes this family a household name.
For those of us in the advertising and marketing industry, the status quo is never enough. Remaining abreast of new-fangled technology and media vehicles is paramount to survival. It’s not just being aware, though. Newness needs to be adopted and embraced quickly in ways that provide something meaningful to our clients. And meaningful is a less salesy way of saying “sales.” That’s the goal. Building a brand, then selling the product.
I’m not saying we should look to Kim Kardashian for strategic planning advice, but what I am saying is that a ton of reality TV “stars” have learned to create a brand out of themselves. They have no talent or discernible gift beyond celebrity, but still millions of people watch and engage (oooh, there’s another marketing buzz word: “engagement”) with them on a daily basis.
Eventually, their stars will fade, but there’s a lot to learn from Kim et al. A relevant brand is fluid and quick to reinvent itself. If we remember and embrace that, our brands will be better in the long run. And we won’t just be Keeping Up—we’ll be Getting Ahead of the Kardashians.
Photo via E Online and Redbook.
Tags: brand, Commentary, current events, entertainment, fun, Kardashians, Marketing
Posted in Branding | 2 Comments »
Driving into work the other day, I heard on my celestial radio that Hammer (yes, THAT Hammer) was getting ready to launch WireDoo, the next-generation search engine, going toe-to-toe with the 800-pound Google Gorilla.
According to Adweek.com, “Hammer describes it as a “deep search” or “relationship” engine. Rather than just return “the 10 blue links” of keyword-based results, WireDoo will also display more tangential data culled from Web indices, public data, and social media.”
This isn’t the first time the gold-pant-wearing entrepreneur has tried to challenge business convention. In 2008, fueled by the reality-show dance craze, Hammer decided he was going to take on Google-owned YouTube with his very own DanceJam.com. If you’ve never heard of this particular website, don’t feel bad. Hardly anyone else has either.
Granted, Hammer certainly has a mind to rhyme and two hype feet, but it’s hard to fathom that he realistically believes he’s going to compete with the company that invented (or at least monopolized) search.
In other celebrity news, just a few days earlier, Rupert Boneham announced his Libertarian Party Candidacy for Governor of Indiana in 2012. Of course, Rupert gained fame and fortune as a two-time contestant, one-time winner on Survivor, and hopes to use his skills and tenacity to help improve life in the Hoosier State.
As a marketer, I listen and read these types of stories with great interest (and humor). Certainly, Hammer and Rupert are more than just celebrities, they’re brand names in and of themselves—for better or tie-dye-wearing worse.
So, how does this apply to you and me?
No matter what type of business you’re in, it’s important to take a good, long look in the mirror to understand what your brand looks like and sounds like. Be honest with yourself. Know your strengths and weaknesses. Talk to your customers. Keep your ego in check. Don’t try to be something you’re not.
Who knows? Maybe Rupert will brand himself the better candidate and will be elected to office, just like the Governator and Jesse Ventura.
If that’s the case, good for him.
But I’ll be moving to Colorado.
Tags: Advertising, brand, Commentary, Creative, current events, Indiana, Marketing, online
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When my third-grader announced that he wanted to play tackle football for the first time this fall, my chest puffed up with pride, and I had SportsCenter visions of my son as the next Peyton Manning or Reggie Wayne, filling my flatscreen with gridiron greatness.
As a die-hard, blue-blood-coursing-through-my-veins Colts fan, you can imagine my visceral reaction when I learned that my pigskin prodigy was going to be playing for the New England Patriots. Adding insult to rotator-cuff injury, he would also be sporting #12, the same number emblazoned across the chest of our evil arch nemesis— (pause for dramatic effect) Tom Brady.
For the record, there are several east coast transplants here at Miller Brooks who are a little unstable, er, I mean, are big Pats fans, so I’ll try to get to the point.
My son, of course, was excited about his new team and didn’t really understand my line of irrational thinking. Or why, when we were out buying school supplies, I kept trying to sway him away from pocket folders in Patriots-otic colors.
“But, Dad, why are we not supposed to like the Patriots? “
“Because we’re Colts fans.”
“But aren’t the Patriots a pretty good team?”
“Yes. But we still don’t like them.”
Blank stare.
His innocence and sincerity made me laugh. And then it made me think of the crazy, irrational things we sports fans do.
But you know what, the same bordering-on-irrational loyalty can be found, to a certain extent, with some of the world’s biggest and most successful brands outside the sports realm.
Apple. BMW. Trader Joe’s. Netflix. Zappos (check out CEO Tony Hsieh’s very good book Delivering Happiness). These companies understand that it’s not just about the products they’re peddling; it’s about the entire brand experience.
Equally important, these league-leading brands are true to themselves, but not stuck in their ways. They continue to evolve with the times to provide customers with consistently delightful experiences. Season after season.
So this fall, for the first time in my life, I will be fanatically cheering for #12 of the Patriots. But if my son tells me he wants a pair of UGGs for men (for which Brady is a pitchman), that may very well push me over the edge.
What brands are you fanatical about? What are you doing to create this sort of fanaticism with your customers?
[Image via http://indianapolis-indiana.funcityfinder.com]
Tags: Commentary, current events, Indianapolis, Indianapolis Colts, Marketing, PR, Public Relations, social media marketing, sports, team
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Walk down the street or open a magazine and chances are you’ll run across a little icon that’s changing the face of communications. It’s called a Quick Response code or QR code®.
A QR code is a two-dimensional matrix code readable by QR barcode readers and camera phones. The code itself consists of a series of black modules arranged in a square on a white background.
There are also codes that look like this:
This is a High Capacity Color Barcode (HCCB)—the name that is used by Microsoft® for its 2D barcode technology and serves as the basis of the Microsoft Tag application. Codes are made using clusters of colored triangles instead of square modules typically associated with 2D barcodes. HCCBs can range from 2-color black and white up to 8-color images.
Microsoft Tag is a proprietary 2D barcode implementation of HCCB that is specifically designed to be scanned by a mobile phone. The major difference between Tag and other 2D barcode technologies is that the URL (or data) is stored on the cloud. This means that you can actually use a single tag multiple times, allowing you to adjust your campaign on the fly.
QR codes have been around since the 1990s.
The QR code was originally developed in 1994 by the Toyota subsidiary Denso Wave to be used in tracking parts in the automotive supply chain. It has since been adapted for a variety of uses, including but not limited to, sharing a vCard, opening a web page, composing an email or sending a text message. They have been used everywhere from product packaging, magazines and signs, to trade shows, buses and business cards.
The applications are virtually endless.
QR codes can be used in a variety of ways and places. Using them in marketing efforts provides a greater ability to track response and calculate ROI.
Examples of QR code uses:
Why consider QR codes:
They’re green.
Using QR codes helps reduce the use of printed materials which saves paper, making it a more sustainable and cost-effective option for promoting your business.
Concise up-front information.
By using a QR code on your printed material, you don’t have to weigh down your target audience with too much information. In addition, it saves the recipient from having to carry physical materials, such as brochures and press kits, around with them—items that can be misplaced or accidentally thrown away. QR codes significantly increase convenience for your target audience members who use smartphones and provide an immediate experience with a brand.
Increased website traffic.
Since QR codes instantly take smartphone users online, they increase website traffic for companies. And chances are, once the person is online, they will delve deeper into the company web page to find out more information.
They’re new and different.
Tech-savvy smartphone owners love all things new and different. Giving them a new, more convenient and creative way to access information may get them more interested in what your company or products have to offer.
Cost considerations.
Denso Wave owns the patent rights on the QR code (the term QR code is a registered trademark of Denso Wave Incorporated), but the use of them is free of any license. QR codes are defined and published as an ISO standard.
A variety of online tools make it easy for anyone to generate a QR code. Real costs are incurred when there is a need for detailed reporting and campaign control using a provider like ScanLife.
Want to learn more?
Scan either the QR code or the Microsoft Tag featured in this article (or simply click this link) to view a digital version of our QR code white paper.
Originally published in the MB Journal Q2 2011
Posted in Advertising, Branding, Communication, Digital Media, Marketing, Public Relations, Social media | Comments Off
TweetEvery brand has a story. And every brand has a promise (or should).
Employees can be one of your biggest brand advocates — but can they tell your brand story?
My son and I were at Orange Leaf Frozen Yogurt a few weeks ago. The store is a fun concept: self-serve frozen yogurt with an extensive offering of toppings that encourage you to pile on. (But they charge by the ounce, so be careful!)
I think the Orange Leaf name and concept is so unique. While I was there, I asked an employee to tell me about the name and history of the company.
Blank stare.
And a good reminder. What would your employees say if someone asked about your brand? As marketers, we often forget that our employees can be one of our biggest brand advocates. Sometimes they can be the make-or-break of your customer experience.
So what are some simple best practices for transforming employees into brand advocates?
Evaluate.
What are your employees currently saying about your brand? What are their feelings about the brand? This will help provide a level set going forward.Educate.
Tell your employees about the great work you are doing to build the brand. Communicate what a brand promise is, and help them understand that promise for your brand.Engage.
Give employees a voice in the process. Ask for feedback where appropriate, and help them feel involved in building the brand.Explain.
Have your marketing team and executives help employees understand what the brand promise means for their specific activities. Help them understand how they can live out that brand promise.
My self-serve yogurt experience was much more than just yogurt in a cup. My son is now so engaged with the Orange Leaf brand that he talks about it nearly every day. What will be his next creation of yogurt and toppings? He calls it his “recipe”.
So what is your recipe for empowering your employees to become your brand advocates?
Tags: Advertising, brand promise, brand story, Communication, employees, Marketing
Posted in Branding | 1 Comment »
The next, new shiny thing: it’s difficult to ignore. No matter if it’s a physical thing, a service or a cool app on a tablet or other mobile device.
New, cool things get the attention.
But what about the fundamentals: do they get pushed out of the way in the rush to the next new shiny thing? Fundamentals like:
* Is it relevant to your target audience?
* Does it help deliver your brand strategy?
* Does it enhance your brand experience?
* Is it consistent with your brand promise?
* Does it support your brand positioning?
* Does it help you meet your marketing communication goals?
Isn’t this what a brand is all about… what your brand is all about?
Now, if you’re thinking that this article might be a Luddite’s slam of those “shiny new” technology developments, well, that’s certainly not the case.
In fact, the potential is there for new media to open a great expressway of opportunity, creating a richer, more meaningful bond with your customers. But (and it’s a big but), you have to know how to use these new media opportunities to extend the usefulness and meaning of your brand.
Let’s take a step back, before going forward: remember in the early-to-mid 1990s when every business had to have a website? And then, every website had to be doing e-business? Thousands of companies squandered millions of dollars because they wanted the next new thing without fully understanding what they were going to do with it once it was built.
I know, because I was just as caught up in the frenzy. This time around, however, the stakes are different, and arguably much higher. Back then, companies still believed they were in control. Now, we know who’s in control, and it isn’t us companies (It’s the customer. Right?).
There is a dizzying array of ways to interface with your B2B and other customers. LinkedIn. Facebook. Twitter. Blogs. Groupon. YouTube. Via desktop, laptop, tablets, smartphones. Bluetooth, Wi-Fi and cloud. Literally thousands of options… including print and broadcast media that is being served-up in unique, compelling ways.
The options are truly mind-boggling. And that’s the good news. Because if you develop your strategy, do your media homework and commit to getting truly involved, you will be rewarded with success.
There’s an interesting book that helps make sense of this, in a straightforward, common sense way. It’s called The Cluetrain Manifesto. Originally written in 2000, it was recently updated in 2010. Check it out, then tell me what you think.
Tags: brand, brands, Marketing, online, social media, strategic marketing, strategy
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Logos often appear on a brand’s products, but they also appear on television, billboards, in magazines, and online. The mass media make it easy for consumers to see hundreds of logos in a day as we are bombarded with advertisements nearly everywhere we go.
A logo can be a very important part of a brand’s image, as it is a visual representation of the company. When people become familiar with a logo, they begin to associate it with the brand, and they eventually identify the brand by the visual.
Often logos can hold as much or more power than the brand’s visual name. For example, when most people see bright golden arches, they know right away that it represents the McDonald’s fast food chain. Take a look at the McDonald’s arches logo and the McDonald’s brand name below. Both are parts of the brand’s image, but it is likely that the golden arches resonate with you more quickly than the text does.
Having a strong logo is a very important part of creating and marketing a brand. Below are some of the most widely recognizable logos of today. Notice the simplistic approach that most of the brands chose for their logo, which include basic shapes and a limited number of colors.
One of my favorite logos of all time may be the simplest of them all, which is why I like it the most. Do you recognize it? Hint: April 15th.
Tags: brand, corporate, Logo, visual identity
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For those of you who are regular Twitter users, you have likely received the “Fail Whale” numerous times while accessing Twitter.com. The “Fail Whale” is a page Twitter users are directed to when there is an outage on the site. It consists of a giant white whale being hoisted into the air by eight red birds. At the top of the page text reads, “Twitter is over capacity. Please wait a moment and try again. For more information, check out Twitter Status.” The Twitter servers can become overloaded at times and this is when outages occur.
Recently, the “Fail Whale” has been appearing frequently. On Friday, June 11, the Twitter engineering blog (http://engineering.twitter.com/) posted an entry regarding the abundance of “Fail Whales”, and cited issues such as the lack of properly monitoring the internal network and adding two new high-bandwidth components to the same segment on their internal network, which caused site outages.
Others suggest the increase in Twitter outages is due to the introduction of their advertising model. For example, on June 16, Twitter launched “Promoted Trends” which appear in the “Trending” section of the site. This new method of advertising is an extension of the “Promoted Tweets,” which launched earlier this year. With numerous new additions to the site, it is likely users will continue to see more of the “Fail Whale” until all of the kinks are worked out.
If you do receive the “Fail Whale” and want to know why, Twitter has a status website (http://status.twitter.com/) where users can go to find out more information. If Twitter is performing maintenance, they will list it on this site along with any errors users may be encountering. They also list the error rate for the site and if it is high for the day.
One thing to remember is that Twitter has been very cautious of its users while adding in paid advertising to their model. Rather than allowing advertisers to display distracting and sometimes cluttered ads to the site they are working to bring in revenue without disrupting the user’s experience.
Tags: current events, online
Posted in Branding, Communication, Digital Media, Marketing, Miller Brooks | Comments Off
With the digital media landscape changing so quickly, it’s often hard to keep up with the latest terminology. Starting today, we’re going to help you out.
Each Tuesday will be a Digital Media day. You’ll find either a quick vocab lesson (I know you miss those. Don’t worry, spelling tests won’t be required.) or a highlight of a digital project that MB has done recently.
Got a question? Or a suggestion of a term that you’d like to have explained? Leave a comment below!
First up: Whirlpool peel-back ad on BuilderOnline.com
In preparation for the 2010 International Builder’s Show (IBS) in Las Vegas last month, Whirlpool executed a high-impact ad unit on BuilderOnline.com. This ad unit, called a peel-back, was a 100×100 logo that expanded into a 600×600 banner when a visitor hovered over the logo. It ran throughout the BuilderOnline.com website.
A high-impact ad like this is meant to engage the user and grab their attention in a way that a typical banner ad cannot. Whirlpool served 250,000 impressions with the peel-back unit to increase Whirlpool brand awareness during the pre- and post-IBS timeframe.
Tags: Advertising, Branding, Media
Posted in Branding, Media | 1 Comment »
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May 17, 2012—The faces of MB
