Grupos Posadas, Mexico’s largest independent hotel company, has partnered with R&R to rebrand its Fiesta Americana Resort Collection, a group of 12 distinct resorts located in many of Mexico’s premier beach destinations.
Posadas is known as a hospitality leader throughout the hotel industry. Its history has been written with passion, dedication and hard work, and rewarded with nearly every significant recognition in the industry. However, the brand has had limited awareness within the United States, with this U.S. visitor audience comprising a significant portion of overall property visitation. Growing the resort collection’s brand profile among this consumer group is a critical step in driving future business.
With this challenge firmly in focus, R&R’s team landed on the brand position of “La Colección.” With luxury resorts situated in some of Mexico’s prime coastal destinations, La Colección, was created around the consumer insight that many of us daydream of our next vacation. Making sure the brand stands out from its competition, we identified an opportunity to inspire the dreams of vacationers through storytelling. Utilizing our brand platform, R&R crafted a compelling story inspired by the brand’s unique attributes, grounded in consumer and brand truths, and designed to create an emotional connection with the consumer. We launched Grupos’ new brand by developing a new website, digital content strategy, and a fully integrated digital and social campaign.
Imagine a stunning backdrop of cotton candy skies with a cool ocean breeze. Now, imagine that, but only seeing it from afar because you’re sitting inside a conference center in a hotel for three days. The trade-off was being able to take in all of the knowledge that was being shared by today’s top marketers. The sold-out ANA Brand Masters Conference was held in Dana Point, California, and included speakers from American Greetings, Taco Bell, Intel, Subaru and Allstate, to name a few.
Let’s dive into what these brands shared.
American Greetings, Alex Ho
We’ve all seen this ad: World’s Toughest Job by American Greetings. This is the video where it held fake interviews for a position that required the person to do “everything” and for no pay − only to reveal that the job was that of a mom. What’s interesting is how this company has remained relevant in a digital-forward world. Think about it. It’s a greeting card company. You can’t get more analog than that. American Greetings recently had an activation at CES. It teased its product and launch as a “Device Like No Other,” and partnered with Nick Offerman as the spokesperson (which, btw, who doesn’t love Nick Offerman?). Genius.
American Greetings did this by doing these three things:
Define a purposeful position.
Use research to determine a provocative insight.
Have engaging creative.
Melissa Thalberg, Taco Bell
First off, I had to get my head straight and stop staring at her outfit, it was too cute. We need to embrace that there are brands that are positioned to be mass marketers, but that there are attributes that make them small and indie-cult like. The key is to embrace that you can be both. Its mass market side is all about the business: How many Naked Chicken Tacos did they sell this week? The indie-cult side is all about the brand behavior, what brings its brand to life; what people relate to; how people interact with the brand. And Taco Bell discovered this indie side through research. Went to a happy hour that lasted way longer than expected and now you’re hungry? Go to Taco Bell and get a large haul of Cheesy Bean and Rice Burritos, Fiery Doritos Locos Tacos Supremes and Nachos Supremes, and finish the meal with a Mountain Dew Baja Blast Freeze. (I’ve only heard of people doing this, not that I’ve done it myself.) ICYMI, to build on this mass-cult-like success, Taco Bell opened a two-story restaurant/retail location on the Strip and is holding a contest for the ultimate Taco Bell wedding.
This was my favorite session because the story of the Subaru brand fascinates me. In 1968, Subaru came to the United States. In 2007, it only had 1 percent of the market share for automobile sales. That’s 1 percent of 17.5M cars sold annually. Of course, it wanted more than 1 percent, so it did a bit of research. Of the 99 percent of people who did not purchase a Subaru, two-thirds said it wasn’t because they thought the product was a poor product, but because they didn’t know anything about the brand. They had no idea what to think of Subaru. They also asked Subaru owners what they thought.
Here’s what was learned, regardless of what kind of Subaru model they owned:
Subaru owners lovedtheir cars and rarely had complaints about it. It was just a good, reliable car.
They were so reliable, they kept them forever. Even passed it downto their kids.
They were dog owners. Subaru owners overindexed in the dog-owner category.
Guess what? All of these insights led to some pretty great spots. Please note how each of the below directly ties back to the research above. The Love campaign raised awareness of the Subaru brand and increased car sales. Subaru went from 1 to 7 percent of the market share.
There were overarching takeaways from all of the brand/agency presentations.
They needed data/research to find the human truth that would tell the story. What are your audiences saying?
Be nimble. The only constant is change. You must be able to adapt to your audiences’ changing habits to keep your message from getting stale.
If you make a (brand) promise, deliver on it. Everything you say and do should deliver on that promise.
Assess if your marketing dollars are working. If they’re not, reallocate them.
Collaboration and integration between the brand and agency were fundamental for growth.
Brands respected and trusted their agencies.
Agency teams had a genuine interest in their brands.
Each and every one of them talked about purpose and telling their story. There was a purpose in everything they did.
It’s this last point that left me hopeful. These big brands and big agencies talked about the close relationship they had. It was because they thought of their agency as an extension of their marketing team and that they trusted them. They were seen as experts, providing valuable insight, research and recommendations to push the brands forward. They had purpose. Guys, we already do this. This is nothing new to R&R. This is the R&R way. We don’t need to be a big-name agency to get the win because we’re already winning. Every takeaway listed above is something we already do for our clients. We just need to practice it; make it better than the last; repeat. I feel like I’m about to go on some Jerry Maguire-esque rant, but I’m not a burned out sports agent who’s had an epiphany about our industry being dishonest, so I’m going to write a mission statement. No no. (Which, btw, if you haven’t read it, you should. It’s an interesting rantmission statement.) But, walking out of that conference had me pumped and rejuvenated and made me want to sing “Free Fallin’” by Tom Petty.
For more than 100 years, people around the world have been striking, protesting and marching in support of women’s rights every March 8, on what is now recognized by the United Nations as International Women’s Day. And on this day, I’m reminded of the heartbreaking story of Madonna Badger, and how she chooses to “fight with hope and love.”
I first learned of Madonna when she spoke at The 3% Conference last year. When she took the stage, I expected her to impart wisdom gained from her life as a creative director and the founding of her agency, Badger & Winters. Instead, she opened her heart and shared her story of unfathomable tragedy. In the early hours of Christmas Day 2011, Madonna’s parents and her three little girls − Lily, Sarah and Grace − died in a house fire. Madonna was also in the home at the time; she wasn’t able to save her family.
After enduring a year of devastating depression, grief and survivor’s guilt, she emerged with a new purpose. She would use her considerable talents and voice to make the world better for women and girls. She would do this in honor of her daughters, and in the hope of making the impact she knew her girls would have made had they lived to fulfill their potential. The #WomenNotObjects campaign was born.
The mission of #WomenNotObjects is to end the objectification of women in advertising and support brands that empower women. Hundreds of years of systematic privilege, fear and prejudice have shaped society to hamper the rights, dignities and personal freedoms of women, minorities and anyone thought to be “other.” Today, objectifying and stereotyping in marketing are a couple of the more subtle ways in which these discriminatory ideas are perpetuated. These harmful messages, often cloaked as “art” or locker room humor, threaten to undermine the gains we’ve made toward true equality and, in doing so, weaken our society.
I’m very proud that we don’t do the kind of work that objectifies or stereotypes. We use our voices and talents to influence and move legislation, to inspire movements, and to create positive experiences. We know the impact our work and service can have on individuals, communities and culture. And so, let us support and spread the mission of #WomenNotObjects and continue to use our talents to fight with hope and love.
Kia with Melissa McCarthy. I love this ad. Yes, it is silly. Yes, it is slapstick. But it has Melissa McCarthy getting tortured and it took my mind off all the hell of losing money on the game, personal crap, political crap, stuff I had to work on, and all the other serious things. She has this wonderful Belushi-type energy and, with the SNL piece, owned the Super Bowl weekend. There is some fun extra stuff with her that shows off car features as well. I have watched her hit the side of that ship 10 times now − AND I LIKE IT EVERY TIME. BETTER HER THAN ME.
Skittles. Yes. It was weird, edgy, very Skittles-like. And fun.
Bai − I liked it. I don’t drink the drink and I don’t think I will, but I love Justin and I have a love/hate with Walken. We wanted to do an LVCVA ad with him and he refused us. It’s not the first time I have been rejected, and it won’t be the last, but it hurts when it’s Chris.
Coke, Audi, Budweiser − INCLUSION ADS – These were the winners in the game of inclusion. Born the Hard Way harkens back to Bud’s immigrant beginnings. Nicely done, until the very end when he has the drawing of the beer bottle, which feels much less authentic than the rest of the ad. But I can forgive. Coke was way ahead of the game with an ad it ran two years ago. So Coke ran it again. It fit and I like when brands are ahead of their time. Audi went after equal pay for women and the ad was a nice surprise when everyone else was staring at the WALL. Instead, they focused on the ceiling. Still nothing brought tears to my eyes except Brady winning.
Honda’s ad didn’t really feel right when the car came in, but I still liked the way they executed the yearbook photos of the celebrities. It was different and interesting. It is weird though that both Bud and Honda have such a hard time once the product comes in. It’s like, “Story is over. Here comes the sell.”
Wix.com ads were really well done. They were solid and big, but somehow missing that Super Bowl “thing.” I don’t know why I didn’t think they were the best ads. They had action, decent idea, great performances and lots of money. Maybe it was the money. When you have Statham, Favre and explosions, I should care more.
Tide − solid with some really fun extras on the web featuring Gronk and Tambor. I have to say that I knew it was going to be a Tide ad after first seeing the stain. But most of America probably thought it was legit. It’s Bradshaw. I could see him sneaking a chicken wing or two between plays.
Hyundai did a really nice thing for the troops that allowed families to watch the game in 360 virtual surround with their families. Again, didn’t make we want to hug a Hyundai, but it was nice.
Mr. Clean’s butt − enough said.
Brady. YES, HIS AD WAS HORRIBLE. So at least he was a loser there. It was like watching a piece of cardboard in 360.
Snickers – Total losers during the game with a live commercial that no one got. Total winners before the game by planning a live commercial no one would get.
T-Mobile − It had all those people, including the Bieber, and it was all bad. It would have been better off slapping them all together in some sort of Mashup ad. If I was working on T-Mobile, I would fake my own death right now. In other words, the Sprint ad was terrible too.
Mercedes – I would put our simple ad with Fonda against theirs any day. And ours cost considerably less.
Before we begin, let’s get a couple of non-advertising subjects out of the way.
First, the game ended up being very exciting. The first SB overtime ever. The biggest SB lead ever overcome (blown?). Some say the Patriots won it. Others feel they were simply there to accept the gift that the Falcons so generously gave them. I saw a little of both. And since I’m a fan of neither team, my hope was for a close game. Mission accomplished.
Second, Lady Gaga is really brave (and clearly not afraid of heights). Her 19-minute greatest hits medley was fun and predictably over-the-top. I always wonder where they find a place big enough to rehearse those productions. The drones were cool too. Drones are almost always cool.
Okay, on to the ads. My initial impression: not a great year, not a bad one. In terms of quality, pretty much in line with the last two or three. Not quite as many anamorphic animals. (Hey, Budweiser, no dogs and Clydesdales this year?) The usual boatload of celebrities – some used very well, some totally wasted. Lots of movie trailers for big, bloated summertime tent-pole action films. Not sure the world is clamoring for new entries in the Pirates of the Caribbean and Transformers canons, but the new Fast and Furious movie looks like it might be fun.
If there was one very noticeable trend, it was this – there are a bunch of big-money advertisers that spent a lot of money making the point that, regardless of the opinions held by many of the current occupants of 1600 Pennsylvania Avenue, things like inclusion, diversity, understanding, equality, empowerment and the struggle of immigrants to find a better life are still an important part of our social fabric.
Air BnB led off with an in-your-face (literally) declaration:
Then, Coca-Cola did its Coca-Cola thing:
Google Home, with a very nice celebration of diversity and commonality:
No Clydesdales, but Budweiser did tell an (admittedly, somewhat embellished) immigration story. This is interesting because it’s almost exactly the opposite of the brash, bellicose, supremely annoying declaration of “all things ‘Murican’” it ran in last year’s game. Many, including Sarah Palin, are now calling for a boycott of Budweiser. Can’t think of a better reason to Buy Some Buds:
A10 warns of “four years of awful hair.” Good for them:
Audi talks female empowerment and equality, through a kick-ass little racer:
Finally, the ballsiest of them all. 84 Lumber, of all people, gave us this:
The original spot ended on a shot of a great big wall at the border. Fox Television said “no” to that (shocking, I know). But if you go to the website teased at the end (which crashed on Sunday evening, but it’s working now), you’ll see the end of the story – and the wall. I applaud 84 Lumber not only for the communication, but also for the fact that it is a lumber supply and hardware retailer based in Western Pennsylvania. As such, I’m sure a great many of its core customers may not feel really in sync with its message (see the Budweiser boycott above). Kudos to 84 Lumber for having the conviction to follow through with it.
Advertisers don’t usually view the Super Bowl as a spot to make political or societal statements. The costs and the stakes are usually seen as too high. Hence a lot of animals, celebs and playing it safe. Of course, there was plenty of that this year as well, but it was heartening to see some marketing kahunas (Coke, Audi, Budweiser, Google) put their money where their mouth is and make some waves. Clearly, this year is different.
Now, some random observations from the game:
Worst product category, by far: telecom. Sprint has a guy faking his own death to avoid Verizon fees, while the “Can You Hear Me Now?” guy appears from nowhere on skis (even though there is no snow). Meanwhile T-Mobile serves up actress Kristen Schaal making bad 50 Shades of Gray bondage and discipline jokes with a Verizon customer rep. T-Mobile also gave us Justin Beiber, and a bunch of other really famous people are doing I’m-not-sure-what. And then, naturally, Snoop Dogg and Martha Stewart. Of course. Why not?
Enjoy (or not):
The ad that got the biggest reaction from the R&R Super Bowl party crowd:
Mr. Clean creeped me out. A lot.
The ad that won the annual USA Today Ad Meter Contest:
Pretty funny in a slapstick kind of way. Great choice of music.
The Coen Brothers did this one? Really?
Not really up to their standards, IMHO. Plus, how many people born after 1970 even recognize Peter Fonda? Nice looking car, though.
My favorite ad of the day. This one was a little bit lost in the shuffle. Great writing and acting, which get a little bit overlooked at most Super Bowl gatherings. The R&R party crowd ignored it completely. I’m showing you the long version, because it’s so much fun. Watch it more than once to catch all the jokes.
There you go. Another “Big Game” in the books. More social statements, fewer animals. Though I was happy to see the Ghost of Spuds Mackenzie for Bud Light. I always liked Spuds, and though not great, the ad was a big step up from last year’s Seth Rogan/Amy Schumer election year fiasco.
R&R Partners and the transportation market have a great history together. From our work redesigning Boeing.com to our highway safety efforts, our agency has continued to produce successful results for all of our transportation clients. Most recently, we helped Ford enter the European market. What does it take to have this type of sustained success in an industry?
In today’s transportation market, there are very few segments more crowded and competitive than the automotive industry. This market competition leads to an endless supply of advertising targeted toward potential and current customers. So what tactics allow brands to rise above their competition? Here’s a look at some of the latest ads and tactics that are shaping the automotive advertising and marketing industry.
Out of Home
What better way to convince a car owner to upgrade their old car than by targeting them while they’re in their car. This fall, a billboard in Tokyo will automatically identify the make and model of vehicles driving by and customize the billboard message to the consumer driving by.
How does the billboard accurately project the vehicle make and model? It uses an AI called deep learning, which allows a computer to recognize patterns in huge piles of data – or in this case, hundreds of thousands of images of used cars.
When a market is flooded with ads, one of the best ways to stand out is through personalization. Consumers pay more attention to an ad that speaks directly to them, so this new technology will allow auto brands to increase their visibility during the customer acquisition and retention phase of the purchase process.
While being able to directly target a segmented consumer group is great, increasing the number of test drives is another key benchmark during the consumer purchase funnel for any automotive company. With this in mind, the Range Rover Evoque took the test drive away from the dealership and into the city.
An ad in Singapore placed a real vehicle inside a billboard with a “Test Drive This Billboard” call-to-action. The eye-catching motion of the vehicle pulling in and out of the billboard created a sense of excitement about the test-driving experience − something that isn’t always seen favorably by today’s consumers. Once the car was on a test drive, a clock would count down the time until the vehicle would return. This created a level of intrigue and excitement that led to an increase in test drives five times over, compared to the number of test drives from the showroom.
In a segment where a test drive is a key point in the path to purchase, finding new ways to get people into a vehicle will be essential. As consumers get smarter and continue to value ease of accessibility, bringing the test drive to the consumer will be an effective tactic for any brand.
The automotive industry continues to be one of the most active industries across social media advertising. Consumers want to engage with brands before, during and after their purchase process, and finding ways to leverage this desire to share will help increase brand loyalty and prominence.
Buying and owning a car is something that everyone can take pride in. Your car can be your go-to audio system, your place of serenity and everything in between. Toyota’s more than a car campaign uses this personal connection to collect social posts from all of their drivers, rewarding them with personalized nameplates for their Toyota.
By encouraging and compensating social engagement, Toyota continued to build a brand loyalty that positioned them well with their audience and encouraged customer retention.
As consumers continue to spend more time online, digital media consumption will rise. With consumers who are using digital tools throughout the entire purchase funnel, having a strong digital presence is essential. Before heading to the dealership, users will spend the time researching vehicles online and even purchase directly on site. This provides brands the opportunity to build engaging content, in multiple languages, much like R&R Partners’ Ford Vignale site.
Every car has a varying version of design highlights, 360 tours and more. These assets continue to be consumed during the research phase of the purchase process, but the best brands are using the assets to tell a complete story for their potential customers.
BMW recently built an interactive showroom that created a unique digital experience that encouraged engagement and differentiated their brand from their competitors.
While the final assets created were similar to those of its competitors, BMW’s digital showroom built a complete picture of their brand, vehicle fleet and key features, all in one medium. In the digital space, the most successful brands will continue to have multiple digital assets that work together to tell a cohesive brand story.
Virtual Reality/Augmented Reality
One of the hottest content forms that consumers continue to digest is virtual and augmented reality. Trust me, we know. Brands continue to find the benefit of creating virtual and augmented reality content as it provides unique and new experiences for a consumer. For the automotive industry, this new technology can help brands provide consumer-focused content throughout the purchase funnel, either at home or in dealerships.
Audi has recently taken a dive into the VR space by creating a VR showroom for their customers at select dealerships. This showroom will let the customer view an Audi in a number of different exciting environments, such as space, while giving them exclusive looks at the vehicle (X-Ray vision, anyone!?).
As automotive brands continue to pursue the latest technologies, the use of VR will help give a brand the perception that they are at the forefront of the tech race. Consumers want as much information as possible before purchasing, and VR will help inform and excite a consumer before making a purchase.
Augmented reality will help Volvo create a car-buying experience unlike any other. Using AR, Volvo will be able to project virtual images while still allowing the user to interact with the real world around them. This means consumers will one day be able configure a car’s color, wheels and other specifications without ever having to see the real vehicle. Don’t like those rims? Simply swipe them away from your augmented vehicle and put the next set on. Other safety features can be highlighted as well, and pieces of the car that are normally difficult to see can be easily projected.
Ultimately, AR will help the automotive industry give more information about their vehicles and their brand than ever before.
Whether it’s car availability, model revisions or access to locations, creating an awe-inspiring car commercial is not an easy production. However, a company called The Mill has recently created The Blackbird that allows advertisers to shoot and repurpose a car ad without needing the car. From TV spots to digital assets, including VR and AR, this new technology can help change the way all automotive brands advertise.
Ultimately, all of these advertising tactics will help automotive brands improve brand perception, awareness and loyalty. There is a real strength in having advertising that tells a story across a diverse set of content. The race among the automotive industry will continue, but the brands that continue to explore new marketing roads will be the ones that win the race.
As an experienced advocate for Western issues such as energy, natural resources, public land use and water, R&R Partners was honored to attend the annual winter meeting of the Western Governors’ Association (WGA) in Las Vegas, Nevada, on December 4 and 5. Founded in 1984, WGA represents the governors of 19 Western states and guides them in developing and implementing policy decisions of major importance for the West.
Why are there specific associations that are dedicated to Western issues? With its abundance of natural resources, and the fact that over 90 percent of all federal land is located in the West, the region is one of the most highly regulated in the United States. This makes the West vastly different from the East, especially when it comes to controversial issues such as water and public land use. Nothing sums up water issues in the West better than the famous Mark Twain quote, “Whiskey is for drinking, but water is worth fighting over.”
When a group of us from R&R Partners went on a trip to Elko, Nevada, to create a video highlighting Barrick Gold Corp., it didn’t take long for us to realize the similarities.
On the surface, you wouldn’t think that an ad agency and one of the world’s leading mining companies would share much in common. But the deeper we got into this particular project, the more this symmetry became apparent.
After all, in this case, we were the ones doing all the digging – interviewing a range of Barrick employees, and in a sense, “mining” for information, personality, and anything else we could use to represent our client and help their brand.
Elko was the appropriate setting, too – a small rural town more than 400 miles from Las Vegas and nearly 300 away from Reno, the Silver State’s most populous cities.
Our crew, which included myself, Videographer Jordan Oliver, Brand Manager Toni Niccoli and Government and Public Affairs Deputy Director Charlie Bradley, also discovered another welcome commonality we shared with Barrick staffers: Passion. These guys care deeply about what they do, and it was our job to make sure people know that.
To enhance their stories, we conducted off-site interviews at local organizations in which Barrick is a contributor. We visited the Elko Boys & Girls Club, Elko Senior Center, and shot unique content all over town – from the Goldstrike Open Pit, to a mill, a lab, and more.
At Cortez Underground, we even got to check out a real monster truck – a Leibherr. an off-highway, rigid-frame, two-axle highway, ultra class, rigid frame, two-axle powertrain haul truck. This beast could eat Hummers like M&Ms.
Extracting both a locals’ perspective and a sense of community involvement and partnerships were key takeaways for us on this strategic mining excursion. Since Barrick’s existing videos touched more on the operational side of their business, we felt it was paramount to tell the stories of these miners and what makes them so passionate about their job and brand.
The finished product will be visible on Barrick’s social channels in the coming months, and hopefully, we will have helped others to see Barrick in a whole new light.
I recently attended the Worldwide Partners Inc. (WPI) annual North America conference in Chicago. WPI is a network of independent agencies that have come together to leverage the thinking and resources of 70+ top independent agencies from across the globe. Besides R&R Partners, the network includes fine agencies like BSSP, Mering Carsen, Shipyard, Juice Pharma, Bailey Laurerman, just to name a few. In fact, collectively, WPI ranks No. 10 in terms of billings when compared to other large holding companies.
The conference really shed light on why being independent is really special and unique.
Our clients’ success is paramount – we are all-in for our clients. Creativity is at our core – typically with smaller budgets, we have to find efficient, yet effective and breakthrough solutions for our clients. We are also nimble and quick – structure and process exists, but isn’t a barrier to moving quickly in a fast-paced environment. We invest for our clients – we aren’t beholden to any holding company, so we do what’s right for our clients, not what’s in the best interest of our bottom line. And when needed, WPI agencies come together to scale up to meet the clients’ needs, whether it be geographical, resources or specialty areas.
Independence is at the core of R&R Partners. Our unique experiences and culture, coupled with our candor and empathy, deliver results for our clients. Clients that have been around 20+ years in most cases.
The WPI conference theme was Catalyst, and the diverse programming and content really stimulated some great thinking and new ideas. What follows are 12 things I learned this week:
Programmatic buying is a great way for publishers and clients to take advantage of real-time bidding and traffic spikes due to timely and topical events. But the key to programmatic buying is being transparent to clients, both delivery and cost.
Tongal, a creative, on-demand production studio, not only does great cost-efficient work, but a partner like Tongal could also serve as an alternative to freelancers or help supplement your social content program.
“Your vision is your creativity … but change requires gut and grit … you are the catalyst …” – Jen Spencer, the Humanity of Creativity.
Michael Farmer, author of Madison Avenue Manslaughter, shared with us that consultants have greater value than agencies, thanks most in part to holding company agencies who have squeezed margins so low. Consultants are keen on a desire for client results and shareholder value; meanwhile, holding company agencies are about their own bottom line. He believes big agency brands are becoming more and more irrelevant, and this is good for independent agencies who are similar to the consultant philosophy above.
Doug Wood of Reed Smith law firm has a site called legalbytes.com with interesting information on issues facing marketers today – bot fraud, patent trolls, native advertising, programmatic, etc. – all too technical for me to further expand upon.
Vertical networks, particularly in the B2B, but also in some B2C categories, make a lot of sense for clients and marketers. Spiceworks is the top network in IT; Doximity for doctors; Edmodo for educators; Showcase for marketing; just to name a few.
Forbes has put forward the road map for managing, systematizing and optimizing the marketing content supply chain: Own -> Reorganize -> Systemize -> Operationalize.
Howard Tullman, CEO of 1871, the incubator space in the Merchandise Mart, knows his stuff! He believes search is out, and answers are in … and data and accessibility is driving this phenomenon. He also says context is more important than what you’re saying; ritual and regular is more important than frequency; reach, resonance, reaction. Raise is a really cool gift card app where you can buy unused gift cards at really low prices and retailers aren’t balking as they would rather get some revenue versus rebating the unused gift cards based on recent regulations.
Mintel talked about the iGeneration, 5−14-year-olds, since we’re all tired of talking about Millennials. Interesting statistics that prove our country truly is a minority-majority: 5−14-yea-olds are 40 percent diverse today, 25 percent Hispanic, 10 percent African-American and 5 percent Asian. We, as marketers, need to wake up to this; or should have woken up to this a while ago.
rFactor showed us some interesting social trends and success stories: social connect to CRM, segment based on sales criteria, and align key sales and marketing stakeholders.
One large consultancy company measures success in terms of its clients’ financial results. An interesting approach that should be considered for clients who are open to innovative compensation structures.
I terribly missed my kids, Hudson and Sawyer. It was a powerfully packed two-day agenda, which I don’t regret being a part of at the very least, but I was glad to do the redeye in and out in order to limit my time away from my kids.
Can you recall the last time you heard anyone speak of his unmentionable BVDs? How about the last time anyone asked for a Nuprin? How about Xerox? Has anyone xerox’ed paper lately? It was a very common function at one point.
Remember the good old days when Oldsmobiles, Plymouths and Mercurys traversed the country’s roads? How about when Nolan Ryan took Nuprin for his aches? Or when smokers and coffee drinkers knew exactly which toothpaste to use to maintain their pearly whites. Do you remember that premium coffee was available in a can?
There are many factors that contribute to the demise or irrelevancy of a brand. This is not about listing those factors — ultimately, bad brand management kills a brand. Rather, this is about another huge factor that is at the marketer’s doorstep and in due course will be the death of additional brands − demographic shifts in population.
You might know of demographic shifts. But do you know about the effect on your brand?
According to Census data, the percentage of foreign-born population is the highest in more than a hundred years. At almost 13 percent, it is the highest since the mass European immigrations at the end of the 19th century.
Now think of how we acquire brands. How does the relationship begin and how are we introduced to them? When young adults leave the nest and begin their acquisition stage, they don’t do it with a blank slate − the brands used at home are already embedded in their lives; the relationship with brands, not necessarily the use of them, is old. And who introduced the brand relationship? The parents. And if the parents lack a relationship with a brand that was introduced to the American public decades ago, then not only are they lacking a relationship with the brand, they are lacking awareness and understanding of the brand.
Let’s look at the Hispanic consumer segment as it relates to this topic. While 60 percent of all U.S. Hispanics were born in the U.S., the family history in the country is rather short. The generational relationship to American iconic brands is not well developed or is nonexistent.
Think of iconic brands developed 40 years ago in the U.S. How many of the death or dying brands mentioned at the beginning of this article fall into that category? Does Brooke Shields remind you of wearing your Calvin Klein jeans commando? Does the Pillsbury doughboy elicit the same emotional response with Hispanic consumers? What about Mr. Clean? Is Wonder Bread building strong bodies? All the efforts conducted in the past lack a reference and emotion; they are irrelevant.
Moreover, immigrants bring in the brands from their home countries, and these days, they are also found in the local grocers’ aisles. Hostess brands compete with the portfolio of Mexico’s Bimbo snack cakes. Mexico’s Picot brand is the go-to effervescent indigestion brand over Alka Seltzer − and it outsells Alka Seltzer in Walmart.
It’s OK then. Native-born Hispanics will speak English and know my brand, right?
Native born Hispanics will speak English because they are and will be educated in the U.S.; however, they will be unfamiliar with your brands. Branding is not about language. It’s about creating relevancy, about acquiring real estate in the consumer’s mind. And if the brand ignores the consumer, the consumer will also dismiss the brand.
It gets worse. Hispanic consumers are drastically changing the definition of mainstream consumers. Food items and customs previously thought of as Hispanic are now part of the mainstream. Think about that during your next Dia de los Muertos party as you dip into your guacamole, or the next time you indulge in your churros at Disneyland, or get ready to eat serrano-topped sushi rolls.
How do I learn if my brand will be affected by demographic changes?
Learn if the category is developed with the Hispanic consumer segment. Is your brand history seeded in the post-WWII baby boom? Is your brand steeped in 1950s Americana? Are you using Catskills humor to position your brand with consumers who think Catskills is the YouTube piano-playing cat? Are you tapping the emergent consumer markets not familiar with your brand? If you are, is the message relevant or simply a translation?
Think about your personal experience: Remember traveling in the old station wagon and spending the night at the Holiday Inn? Remember the familiar shag carpeting and Astro-Turf by the pool? The fun time you had while stretching your legs by the pool, the horseplay and the cannonballs? That’s a memory − a brand perception not shared by more than 30 percent of the U.S. population.