"Buy the Way…" Insights on Integrated Marketing Communication

Last year, I was listening to the radio, and I heard a new term, “paper straw.” One of the listeners was on the air, talking about how disgusting paper straw was. The host asked the listener, “didn’t you see that turtle with the plastic straw in his nose? Don’t you want to save the planet?” There was an awkward silence after that. My mind began to recall one incident where I saw a cow a plastic bag.

Seattle is believed to be the first city to ban plastic straw in 2018 (CBS & AP, 2018). When plastic straw hit the market in 1960, it changed the world. Sixty years later, plastic straw becomes an issue. An average of five hundred million plastic straws is used by Americans daily. It is estimated that about eight billion plastic straws polluted the world’s beaches. This tiny monster usually ends up on the beaches along with other plastics from the ocean. A lot of you might be thinking, “isn’t plastic recyclable?” You will be surprised to learn that between 1950 and 2015, only 9 percent was recycled (Ritchie, 2018). What?! Just when you thought you were saving the world by separating plastic and compose, you were destroying the planet. Plastics, in general, can take up to one thousand years to decompose. Plastic straw specifically can take up to five hundred years to decompose.

The public’s awareness of plastic pollution has increased, thanks to the constant reminders from social media and other media sources. Several States have passed bills to ban plastic straws at restaurants and bars. Starbucks is one of the heavy users for plastics and has stopped offering plastic straws. Starbucks’ pledge to end the plastic war has become sensational. Many corporations followed as part of social responsibility.

The pledge reminded me of the Ice Bucket Challenge years ago. It was a simple YouTube video and a hashtag, but it spread to seventeen million people worldwide. $115 million dollars was donated, and the donation helped many lives. Just out of curiosity, is there a plastic straw challenge? I found several hashtags: #nostraw, #refusethestraw, #skipthestraw. There is a site that is #nostarwchallenge, and I thought that could be a campaign that is similar to the Ice Bucket Challenge. It turns out that it is just a site that encourages no straw usage so the wild lives can be saved. The site also has an online store that sells reusable straws.

People say paper straw is disgusting. I would agree, but to save the planet, we have to give up on things that are destroying the ecosystem. Many environmentalists stated that the change of habit will be a slow process, but it’s inevitable. I think if we want to push this awareness forward, we would need to integrate public figures to speak on this topic so that more people are convinced of the situation. Once we have the public’s full support, campaigns will be easier to execute. I wonder, if a celebrity starts a NoStraw challenge, would it become as phenomenal as the Ice Bucket challenge? I’m very interested in finding out.

https://www.cbsnews.com/news/seattle-becomes-first-u-s-city-to-ban-plastic-utensils-and-straws/

https://ourworldindata.org/faq-on-plastics#how-much-of-global-plastic-is-recycled

https://www.nostrawchallenge.com/pages/ostional-wildlife-national-refuge

Ritchie, H (2018), FAQs on Plastics, Our World in Data, University of Oxford

It is almost nearly impossible not to be aware of the tragedy that occurred on Sunday, January 26^th in Calabasas, California. Los Angeles Lakers superstar, Kobe Bryant, passed away in a tragic helicopter crash, along with his 13-year daughter Gianna, and 7 other victims. 

During his 20-year career in the NBA, Bryant won five-time NBA championships, was MVP of the league in 2008, and held one of the all-time highest scores.

Kobe Bryant was a huge supporter of youth sports, including the Mamba Sports Academy. The Mamba Sports Academy is where his daughter Gianna played and where they were heading when the helicopter crashed.

Many people have traveled from all over to place flowers and candles outside of the Staple Center, where Kobe use to play, to honor the late basketball player. 

Millions of fans have turned to social media to mourn the losses of all those that have died in the horrible accident. Fans and organizations across the globe have flooded social media to spread awareness of this tragedy. 

However, the most crucial post came from Kobe’s wife Vanessa Bryant. Vanessa posted on Instagram the following photo and caption: 

Vanessa could not have said her thoughts any better. The whole world is in support to her and her daughters during this difficult time. 

In her post, Vanessa asks for privacy as they figure out how to “to navigate this new reality.” Vanessa has partnered with the Mamba Sports Foundation to set up a fund to help other the other families affected by this tragedy. 

To donate, please go to MambaOnThree.org. 

References

Baer, S. (2020). Vanessa bryant spoke out for the first time since husband kobe and daughter gianna died in crash. Retrieved from https://www.buzzfeednews.com/article/skbaer/vanessa-bryant-speaks-out-after-kobe-gigi-death

Botkin, B. (2020). Kobe bryant death: Latest news, updates, reactions as lakers legend, NBA icon dies at 41 in helicopter crash. Retrieved from https://www.cbssports.com/nba/news/kobe-bryant-death-latest-news-updates-reactions-as-lakers-legend-nba-icon-dies-at-41-in-helicopter-crash/live/

Remembering the victims of the calabasas helicopter crash – CNN video. (2020). Retrieved from https://www.cnn.com/videos/us/2020/01/28/victims-helicopter-crash-kobe-bryant-orig-llr-mg.cnn

Zorrilla, M. (2020). Brands mourn kobe bryant’s shocking passing on social media. Retrieved from https://www.adweek.com/brand-marketing/brands-mourned-kobe-bryants-shocking-passing/

Have you ever experienced two completely different messages that tell the same story but with varying degrees of importance? For example, if you ever got hurt in school- maybe Mom would say “OMG, my baby skinned her knee and now she can’t walk,” and maybe Dad would say, “you’ll be fine; it’s just a scratch.” Same message, totally different responses. This is what is happening now in communications of the 2019 Novel Coronavirus.

The 2019 Novel Coronavirus has hit the US, and close to home in Orange County. Multiple news reports have come out, stating all different things. Panic has ensued in Orange County in Asian communities; in other cultural communities, it’s just another day.

People are masked, gowned, and gloved to avoid contamination. Masks and hand sanitizers are sold out in Orange County. People are reselling masks to China to make money as stores are wiped clean.

However, in contrast, reputable news outlets like the LA Times, OC Register, ABC News, Fox News and so many others have reported that there is little to worry about as the individual who was quarantined in Orange County had very little to no contact with the outside community before she was hospitalized.

American news outlets are reporting that everything is mostly ok in Orange County and there is nothing to worry about as the “risk of local transmission remains low.” In contrast, Chinese news outlets are reporting that the individual did in fact go to public places such as South Coast Plaza, 99 Ranch Market, and Haidilao Hot Pot; these places are heavily populated and risk of infection is high. Chinese news sources are advising people to stay inside, don’t touch other people, wear masks, and to constantly wash your hands. It also is advising no travel, no shopping, and no going to public places that anyone from Wuhan would go to in California such as Irvine or Rowland Heights. Chinese news outlets are giving in depth information on the quarantined individual and letting the masses panic as they read because hundreds of people could have been contaminated as people are constantly in South Coast Plaza or 99 ranch- “it’s in the air now.”

For the sake of this blog in English, I will post social media posts in English rephrasing the information from the Chinese news outlets.

So the biggest question is- who do we listen to and what do we believe? Many people are terrified because of the severity of news coming from their sources and the rapidly growing death toll in China along with thousands of more cases discovered every day. However, communications continue to remain unclear as the Chinese government is reluctant to publicly share news and people are still flying in from all over the world, cross contaminating each other.

As someone who works in South Coast Plaza everyday and has a responsibility to her team’s safety, I have to weigh the different news sources and the emotional panic behind words to ensure that I make the best choice. My company has said no to safety precautions such as masks for now; one of my executives even commented, “the news says everything is fine and that there is little to no risk of contamination. We haven’t felt any concern in New York.” I have to weigh a direct command against the panic from my staff, especially ones that are getting their news from Chinese outlets.

American news outlets do not have the same degree of severity as Chinese news outlets which can cause a lack of attention to this matter by the general public.

What would you do in this situation and which “side” would you believe? Is there a way to align the communications and communicate effectively to the general public, in any language?

As for the informational side- is there a way to translate the information without panicking the masses? What jargon can be used to soothe but strongly convey the importance of the message?

References:
https://www.cdc.gov/coronavirus/2019-ncov/summary.html

https://www.nytimes.com/2020/01/27/world/asia/china-coronavirus.html

https://www.cnet.com/how-to/coronavirus-death-toll-rises-to-56-five-us-cases-confirmed-everything-we-know/

January 26, 2020. Personal Communication

In the 2002 movie Minority Report, a thriller that takes place in a dystopian future, people are subjected to constant retinal scans. In one memorable scene, Tom Cruise walks through a subway station with a large crowd, each having their retinas scanned various points. As his character walks past ads for Lexus, Guinness, American Express, and multiple other companies, each scans his retina and calls out his name. American Express changes their ad, so the card in the ad has the character’s name on it. In the clip below, he ends up in a Gap, which scans his retina and can provide personalized shopping information, including past purchase information.

Although we don’t have our retinas scanned for personalized advertising, consumer data is available for companies to use, often without the consumer realizing it (Marshall, 2014). While this personalized advertising is generally only available through online sources, new technology is continuously evolving that may make the Minority Report scene from the Gap a reality (Marshall, 2014).

In 2018, a whistleblower turned in the political consulting firm Cambridge Analytica for using Facebook personal data to micro-target specific populations in elections (The Guardian, 2018). Once consumers learned their data was compromised, it caused outrage and fear. Many consumers to delete their social media accounts to preserve their privacy (The Guardian, 2018). However, if a personalized marketing plan is used, 79% of marketers have found that they will exceed their revenue goals (Manafy, 2018). According to Manafy (2018), more than a third of consumers prefer personalized advertising. How do advertisers overcome this paradox with consumers? On the one hand, they do not want companies to use their data, and on the other, they are expecting well-executed personalized ads (Manafy, 2018).

The key is control. In the Cambridge Analytica example, Facebook users took random surveys which analyzed their personality traits, told them which celebrity they should date, or even told them what kind taco they were. This information was building a profile about them without their knowledge (Harding, 2018). These quizzes form algorithms on each consumer, allowing data-mining companies to create micro-targeting campaigns based on each consumer’s online searches, purchasing behaviors, and yes, online quizzes (Harding, 2018). For a consumer to feel as though they have control over how their data is used, they need assurances of data protection, the ability to opt-out of any company’s advertising and to know what information a company has on them (Manafy, 2018).

The Institute for Advertising Ethics addressed personalized advertising in 2011. In their Principles and Practices for Advertising Ethics, they caution about using personal data without the consumer’s knowledge and encourage a self-regulatory program (Institute for Advertising Ethics, 2011). More recently, Admap published guidelines for data ethics. They suggest that “as technology such as AI and facial recognition become more pervasive marketers must sense check their use of it” (2019). Since the Institute for Advertising Ethics published Principles and Practices, the EU passed its General Data Protection Regulations (GDPR). Enforced in May 2018, the GDPR provides real consequences for a company’s failure to protect consumer data (Admap, 2019).

Personalized advertising is the wave of the future, but there are risks as well as the benefits. Giving the consumer control over how and when their data is used, following regulations and guidelines intended to protect consumer data, and not “stalking” the consumer (or appearing as though you know the consumer more than they know themselves) will help companies make the most of personalized marketing (Manafy, 2018). This creates a mutually beneficial relationship: Consumers will be more satisfied, and companies can reach their revenue goals. 

Sources:

AdMap. (May, 2019). Data Ethics.

Harding, X. (2018, April 2). It’s not just Facebook—Online quizzes also collect data about you. Mic. Retrieved from https://www.mic.com/articles/188678/its-not-just-facebook-online-quizzes-also-collect-data-about-you.

Institute for Advertising Ethics. (2011). Principles and practices for advertising ethics. Retrieved from https://www.aaf.org/_PDF/AAF Website Content/513_Ethics/IAE_Principles_Practices.pdf

Manafy, M. (2018, August 21). Customers want your marketing to be personal. Here are 4 tactics that really work. Inc. Retrieved from https://www.inc.com/michelle-manafy/customers-want-your-marketing-to-be-personal-here-are-4-tactics-that-really-work.html.

Molen, G., Curtis, B., Parkes, W.F. & de Bont, J. (Producers) & Spielberg, S. (Director) (2002). Minority Report [Motion Picture]. United States: 20^th Century Fox.

Marshall, J. (2014, February 7). How has advertising lived up to ‘Minority Report’? Digiday. Retrieved from https://digiday.com/marketing/advertising-really-like-minority-report/.

The Guardian. (2018, May 3). The six weeks that brought Cambridge Analytica down. Retrieved from https://www.theguardian.com/uk-news/2018/may/03/cambridge-analytica-closing-what-happened-trump-brexit.