"Buy the Way…" Insights on Integrated Marketing Communication

We live in a ready-made world. People are pressed for time and look to accomplish tasks without sacrificing too much of their day. Look around and you’ll see ready-made websites, templates for fliers or just about anything else you can imagine. How about a ready-made brand?

Ben Pieratt, a designer and co-founder of Svpply, is selling Hessian, a ready-made brand. Hessian is a complete, fully-integrated brand with no product attached to it. According to Tim Maly of Wired, the brand is selling for $18,000 and includes:

–          Name

–          URL

–          Twitter and Tumblr accounts

–          20+ logo and other designs

–          10+ T-shirt designs

–          8 repeating patterns

–          1 website theme

–          1 app user interface theme

–          5 app icons

–          Brandbook with guiding principles

–          30 hours custom design time (for transitioning the brand to buyer’s needs)

To some, this may seem like a great deal. Yes, the footwork is done and everything one may need to introduce the Hessian brand to the world has been created. But is this an idea whose time has come or is this nothing more than an advertising gimmick?

According to Pieratt, his artistic passions drove him to create Hessian after being inspired by his son’s building blocks. He believes that the designers have creative concepts that they should get out, regardless of the lack of attachment to a brand. These designers, Pieratt believes, know how the concepts should be launched and marketed.

While designers do create the ideas that build a brand, the idea of a ready-made brand for a product seems a bit out of place. Brands are created to represent a company, product or service. The brand is meant to reflect the feel and essence of that which it represents. With a pre-developed brand, the product must live up to the brand. Sure, the buyers of the Hessian brand would save a bit of time creating a brand from scratch. But would their product or service be truly invested in the Hessian brand?

Oddly enough, Pieratt told Wired that the product-less brand has taken on a life of its own. Pieratt’s effort to sell the brand has brought increased attention and has essentially led Hessian to become a brand itself. Although he could use the money, Pieratt said he hopes the brand won’t be bought; he has bonded with his son thanks to his creative inspiration.

(*** Please note, I am posting this under Rachael Guia’s login because of problems with my own.***)

Coca-Cola recently launched a rather strategic anti-obesity marketing campaign under the guise of a PSA.  This campaign comes at the helm of much backlash against the soda and sugary beverage industry as the public is quickly becoming more aware of all of the health implications consuming such products has on the human body.  In response, Coca-Cola cleverly addresses the issue by explicitly avoiding the issue of the ingredients in its beverages (with the exception of Dasani water); and focuses instead on the more basic issue of caloric intake to obesity rates.

Coca-Cola takes the position that taking in a less daily caloric intake leads to lower incidences of obesity.  To help aid this, the campaign tells us that Coca-Cola has created new beverage sizes ranging from a can of Coke that has a mere 90 calories on upward so that every possible consumer type can have a product to choose from.  They also strategically mention that they are constantly looking into new and emerging zero-calorie sweeteners to add to their products to further reduce one’s daily caloric intake.   Their message is simple:  drinking their products will lead to weight loss by the sheer assumption that reducing calories in, takes weight off.  By carefully avoiding the controversial issue of the ingredients in their products and stressing their efforts in reducing obesity rates, they give off the perception that they care about everybody’s health and are doing everything in their power to further the cause.

Coca-Cola even takes the proactive stance of advocating an otherwise healthy lifestyle and pairing their reduced calorie drinks with exercise.  On the surface, their campaign appears to be an informative and caring message targeted to the general population.  To the average viewer, it may also seem as though Coca-Cola is acknowledging and taking responsibility for its less than healthy beverage offerings.  However, when you really stop and think about it, their message is quite deceptive to a less sophisticated audience.  The ingredients in sugary drinks and soda have been quite topical as of late, especially in light of the recent death of an otherwise healthy young 30-something year old female who died solely of the cause of drinking too much soda everyday.  Mayor Bloomberg’s ban on 16-ounce sugary beverages (other than beverages consisting largely of milk) has also brought national attention to his controversial law to fight obesity and improve health.  There are also the (also highly controversial) NYC Subway adds that show a rather graphical depiction of what happens inside your body as you drink soda and other sugary drinks.  And let’s not forget the findings about what goes into Diet soda and its health effects (and apparent findings that consuming Diet soda actually leads to weight Gain and not loss…).  None of this is mentioned in the campaign, of course.

See the commercial here:

Coca-Cola Anti-Obesity

Tori Bass

CMGT541, Spring 2013, Section B

Recently, I was in a meeting where we were evaluating the results from our 2012 marketing communications efforts.  Based on our metrics, we met our overall objectives, generating positive results from our media, advertising, external web and other initiatives.  It was all good.

But we are now in 2013 and as we all know, today’s already complex communications environment continues to change at a rapid pace. Moreover, executives today not only depend on marketing communications to improve brand image and protect reputations, they also expect to see qualitative and quantitative evidence of how marketing communications is helping to achieve strategic objectives and contribute to the bottom line (Bradley, 2011).  As a result, the need to ensure we have the right measurement and evaluation tools in place for tracking and reporting our performance is more important than ever.

A key question in the process is how to engage ever-expanding social media platforms such as blogs, Twitter, Facebook and others. This short video clip featuring Jon Iwata, Senior Vice President of Marketing and Communications at IBM and chairman of the Arthur W. Page Society sums it up nicely: https://www.youtube.com/watch?v=Xtgyx9jXlSI

Indeed, engaging social media can be a bit daunting, especially for organizations that are accustomed to controlling all aspects of their communications (Hamilton, 2006, p. 14).  It also creates the need to establish the appropriate set of metrics to assess and report results.

Social media and metrics to measure results is certainly a hot topic these days.  Fortunately, the news is good.  According to Young (2010), “the accessibility of data, and the speed at which it is available, has made it easier for marketers to evaluate and optimize campaigns with higher precision.  Marketers have been able to adjust a campaign as it evolves, fine-tuning efficiency and response.  New media-measurement techniques have allowed marketers to test and improve each campaign over time, changing creative, media placement, position and timing” (Young, 2010, p.23).

Because of the need for effective tools for measuring and reporting results of marketing communications, advice abounds in literature, reports and blogs by various experts in the community.  One example is a report by the Altimeter Group entitled, “The Social Media ROI Cookbook:  Six Ingredients Top Bands Use to Measure the Revenue Impact of Social Media.”  It includes rich data and expert advice on qualitative and quantitative approaches to measuring the impact of social media on the bottom line.

Although there is clearly no “one size fits all” to addressing the challenge of measuring marketing communications, this report and others like it provide useful tips and techniques that are worth consideration.  But, like our rapidly changing environment, I’m sure this is a process that will continue to evolve.

References

Bradley, B. (2011). Five metrics and an ‘MBA’ to help measure the effectiveness of media coverage. PR News, 67(26), n/a.

Hamilton, N. (2006, Sep 04). Today’s media relations rules. PRweek, 9, 14-15.

Patterson, L. (2007). Taking on the metrics challenge. Journal of Targeting, Measurement and Analysis for Marketing, 15(4), 270-276.

Young, A. (2010). Brand media strategy: Integrated communications  planning in the digital era. New York: Palgrave Macmillan.

Hannah Martine’s post “Bourbon blunders: Maker’s Mark’s big branding mistake” got me thinking about other brands that have had advertising “blunders,” and caused a backlash that had to be remedied by the manufacturer. And the first one to come to mind, although it happened between 2010 and 2012, was the fake band from the Freecreditreport.com commercials.

Freecreditreport.com (www.freecreditreport.com) launched a campaign of commercials that aired on television and were available online (featuring a fake band playing fake songs in 2007 (www.free-credit-report-band.com, 2013) that lasted through 2010. In 2010 amidst lawsuits and the idea of having a band tour and play the commercial songs, Freecreditreport.com replaced the band with “a real band” (www.free-credit-report-band.com, 2013). It wasn’t long though, before there was a backlash by consumers demanding that the old band return, which they did in June of 2012 (www.free-credit-report-band.com, 2013). What seems even more bizarre about this is that the original band’s three members are all professional musicians, too (www.free-credit-report-band.com, 2013).

However, consumers creating a backlash that a company fixes isn’t what I find interesting, as we saw in Martine’s post about Maker’s Mark, as well as countless mistakes that have been made throughout the years (New Coke anyone?). What I find interesting is that the Martin Agency of Richmond, VA., (Huffingtonpost.com, 2012) created a campaign to which consumers felt an emotional connection to that overshadowed the product. There were no complaints or backlash regarding Freecreditreport.com only being a free trial, not technically tree (Huffingtonpost.com, 2012), or that the product was faulty.

The Martin Agency may have created a campaign that may have benefited the musicians in the commercials more that Freecreditreport.com as each of the musicians in the commercial have their own bands (www.free-credit-report-band.com, 2013). I’ve been trying to think of another time this has happened, where an advertisement or the message in it became bigger than the product advertised. And at the end of the day, was this really a blunder because now people know the Freecreditreport.com band and as a result the site.

The original band

The replacements

http://www.youtube.com/watch?v=LPDdxwiRIl4

References

Dicker, R. (2012). Original band returns in ads for FreeCreditScore.com. The Huffington Post. Retrieved from http://www.huffingtonpost.com/2012/06/06/experians-freecreditscore-band_n_1574319.html.

Freecreditreport.com. (2013). Retrieved from http://www.free-credit-report-band.com.

Free-credit-report-band.com. (2013). Retrieved from http://www.free-credit-report-band.com.

In front of me are three open bags of Lay’s potato chips. I have a very important decision ahead of me: which of these three flavors, Cheesy Garlic Bread, Chicken & Waffles or Sriracha, should I vote to be the next new flavor of Lay’s potato chips? Lay’s “Do Us a Flavor” marketing campaign is asking consumers to vote for their favorite flavor chip.

Celebrity chef Michael Symon and actress Eva Longoria appeared for the “Do Us a Flavor” campaign that launched this past summer.

Lay’s announced a contest seeking ideas for its next potato chip flavor and a $1 million dollar prize for the winning idea. Between July 20 and October 6, 2012, close to 3.8 million potato chip fans submitted their ideas through Lay’s Facebook page or by texting the word FLAVOR. (Lay’s 2013)

Last week, the three flavor finalists were announced through Lay’s commercials, its website and Facebook and Twitter pages.

The chips are available at grocery and convenience stores. Voting is open until May 13 through Lay’s Facebook page, on Twitter using the hashtag #SaveChickenWaffles, #SaveGarlicBread or #SaveSriracha or by texting “Vote” to a special number. The winning flavor will be announced after voting ends and will become the newest Lay’s addition. (Lays, 2013)

To be honest, I didn’t pay much attention to this contest until last week when I started to see lots of activity on Facebook, Twitter and Instagram. Lay’s campaign definitely created social media buzz in my world. Family and friends were weighing in on what flavor they voted for and I kept seeing photos of these chips on my social media news feeds. So, of course I felt compelled to join in on the fun.

Kudos to Lay’s for conducting a compelling and engaging marketing campaign. I went to two grocery stores before finding the three bags of chips at 7-11. I don’t recall ever doing this just for potato chips. This campaign drove me on a mission to find these chips and then vote for my favorite flavor. I think this was a clever way for Lay’s to use social media to promote a new product. And, if you’re wondering, I voted for: Chicken & Waffles.

References

Frito-Lay. (2012, July 20). Lay’s Potato Chips Teams Up With Eva Longoria And Iron Chef Michael Symon To Invite Consumers To Create The Next Great Potato Chip Flavor [Press release]. Retrieved from http://www.fritolay.com/about-us/press-release-20120720.html

Frito-Lay (Producer). (2012, July 23). Lay’s – Do us a flavor [YouTube video]. Available from http://www.youtube.com/watch?v=FU668JU9nn8&list=PL077C641046DFBF56

Frito-Lay. (2013, February 12). Lay’s potato chips, Eva Longoria and Chef Michael Symon to introduce three finalists vying for $1 million or more in grand prize winnings in the Lay’s “Do Us A Flavor” contest [Press release]. Retrieved from http://www.fritolay.com/about-us/press-release-20130212.html

Frito-Lay (Producer). (2013, February 14). Lay’s – Do us a flavor™ on the red carpet [YouTube video]. Available from http://www.youtube.com/watch?v=3Hg_Ex1tp_g&list=PL077C641046DFBF56&index=1

Sheila de Vera – CMGT 541 – B

It doesn’t get much more American than bourbon, and with a return to Americana palpable in pop culture, bourbon and American whiskey sales are up – as are production problems and marketing issues.

Interest in American whiskey has risen in pop culture through books like “Last Call: The Rise and Fall of Prohibition,” by Daniel Okrent, as well as in the documentary film “Prohibition,” by Ken Burns and Lynn Novick, and the HBO series “Boardwalk Empire” (Meece, 2011). Additionally, AMC’s hit show Mad Men has certainly played a part in re-branding your grandfather’s drink.

In the United States, “Most of the growth comes from an increase in flavored whiskeys in the past five years, which mirrors the increase in flavored vodka in prior years,” according to an interview with John Kristin “Kris” Sirchio, the Chief Marketing Officer of Brown-Forman, the parent company of Jack Daniel’s in Forbes. “The growth is also being fueled by small craft innovation” (Dan, 2012).

However, not only in U.S. markets, but internationally bourbon is seeing rising numbers; United States spirits exports grew 16.5% in 2011, reaching a record $1.34 billion, which beat out wine’s $1.14 billion and beer’s $334 million, according to data from the Distilled Spirits Council of the United States, a liquor trade group. Whiskey, including bourbon, accounts for 69% of spirits exports (Schultz, 2012). While the top export is Jack Daniels, which jumped to No. 19 on the Millionaires list from No. 21 last year, three other U.S. brands – Jim Beam, Maker’s Mark, and Wild Turkey – were among the fastest-growing whiskies in the world (Schultz, 2012).

In the midst of this bourbon boom, some distilleries are having trouble keeping up with market demands (Merwin, 2013). Recently, Maker’s Mark learned an interesting lesson in market research and backlash due to its shortage of product nationwide. In an effort to stretch its limited supply, Maker’s Mark announced in February it would reduce the alcohol by volume by 3% in an effort (Maker’s Mark, 2013). Backlash ensued on Facebook and other social media sites, as well as blogs, op-eds, and more. One week after its announcement, Maker’s Mark recanted in a statement on its website, stating, “effective immediately, we are reversing our decision to lower the ABV of Maker’s Mark, and resuming production at 45% alcohol by volume (90 proof). Just like we’ve made it since the very beginning” (Maker’s Mark, 2013). The tone of the release was personal and sincere. It began with “You spoke. We listened. Dear Friends, Since we announced our decision last week to reduce the alcohol content (ABV) of Maker’s Mark in response to supply constraints, we have heard many concerns and questions from our ambassadors and brand fans. We’re humbled by your overwhelming response and passion for Maker’s Mark. While we thought we were doing what’s right, this is your brand – and you told us in large numbers to change our decision. You spoke. We listened. And we’re sincerely sorry we let you down” (Maker’s Mark).

Maker’s Mark learned an important lesson in marketing this month. The company failed to conduct proper research and consider all stakeholders, and loyal fans of the product mostly felt cheated by the decision to “water down” (Merwin, 2013) the bourbon in an effort to stretch the limited supply. But, what could have easily been a brand disaster for the distillery turned into an interesting study in listening to customers and reversing a corporate decision, ultimately creating a week of media buzz for the bourbon brand.

By Hannah Martine

References:
Dan, Avi. (2012, July 5). When it comes to whiskey, America knows Jack. Forbes.
Retrieved from http://www.forbes.com/

Maker’s Mark (2013). You spoke. We listened [Press release]. Retrieved from
http://www.makersmark.com/#!/live-feed/news/34-you-spoke-we-listened

Meece, Mickey. (2011, December 24). Bourbon’s all-American uproar. The New York
Times. Retrieved from http://www.nytimes.com/

Merwin, Hugh. 2013, February 11). Maker’s Mark is watering down its bourbon. New
York Magazine. Retrieved from http://newyork.grubstreet.com/

Schultz, E.J. (2013, February 17). Maker’s reverses decision to lower alcohol content,
makes amends. Advertising Age. Retrieved from http://adage.com/

Schultz, E.J. (2013, February 6). Bourbon boom overseas fuels record spirits sales.
Advertising Age. Retrieved from http://adage.com/

Schultz, E.J. (2012, June 8). Global booze trends: winners, losers and how elections
spurred rum brand in Philippines. Advertising Age. Retrieved from http://adage.com/

Technology continues to change the way we communicate with others. The Internet enables users to reach beyond individual communities and connect with people around the world. With the development of social media websites, connecting to others on a global level has never been easier than it is at this moment. Most of us know Facebook’s history and that it was created as a way for college students to connect to one another. That Facebook is very different from what it is used for today. College students still use Facebook, but many are turning to “cooler” forms of social media to connect with their friends. So, who is using it?

Many organizations have implemented social media marketing strategies. Why? That’s simple; Facebook, Twitter, Pinterest, and LinkedIn are easy tools used to reach people who want to share, connect, sell, influence, ask for support, and promote one’s cause. It was on Facebook when I first became familiar with Change.org. A family member asked me to sign a petition for a cause she felt very strongly about. My first reaction was thinking she was yet another activist in the making. After trying to ignore the first few petition requests posted on my Facebook page, I decided to see what this organization was about.

According to their website (2013), Change.org was founded in 2007 and has followers in 196 countries around the world. So, they reach all corners of our world with a presence in every country. That is impressive. Furthermore, Change states that in 2010 they had 1 million followers, in 2011  6 million, and in 2012 they reached 25 million (Change.org, 2013). According to New York Times journalist Nicholas Kristoff, Change.org is growing by more than one million members a month (2012). Additionally, Kristoff reports that Change founder Ben Rattray states that 10,000 petitions are started each month on the website (2012).

Change.org is a platform for people to voice their opinions and ask for support for issues they deem are unjust. No issue is too big or too small. Change.org gives anyone with computer access a voice if they want one. People have gone up against large organizations, local government, Hollywood studios (Kristof, 2012), and social issues affecting human rights in countries like Nigeria and Ecuador (Change.org, 2013). What’s more, issues involving victims of abuse can be given a voice on this website even though they did not have one on this planet. These victims include our four-legged friends and beautiful mammals that roam our earth and live in our ocean waters.

It is easy to start a petition and ask followers to support a cause. There are three simple questions that Change.org requires to begin the process; 1. Who do you want to petition?, 2. What do you want them to do?, 3. Why is this important? It is as simple as filling in the blanks to move from a position of lacking power to one that demands change. Standing up and speaking out has never been easier. There are few language barriers and no geographic boundaries. Petitions gain support locally or around the world. If you doubt that change really happens from these petitions, go the their website and read about the victories that have come to fruition from this process.

The next time your receive a Facebook post with a Change.org petition take a closer look, and if you agree with the petition, take a few moments to sign and share the petition. Better yet, why not partner with Change.org and social media websites like Facebook or Twitter, and demand change for a cause or an organization that stirs the passion within your heart. You may just get the change you are looking for! ~ Jacqueline Cavalier Nelson

References:

Change.org: The world’s petition platform. . (2013). Retrieved from https://www.change.org/start-a-petition

Kristof, N. (2012, February 04). The New York Times: After recess-change the world. Retrieved from http://www.nytimes.com/2012/02/05/opinion/sunday/kristof-after-recess-change-the-world.html?_r=0