MarCom Maven

 Love these tidbits from the Branding Strategy Insider blog:

•Iceland consumes more Coca-Cola per capita than any other nation.
•A can of Diet Coke will float in water while a can of regular Coke sinks.
•7% of Americans eat McDonalds each day.
•Levi Strauss first intended to sell his denim material to the miners who were searching for gold in 1850, in order to make tents and covers for their wagons.
•The wristwatch was invented in 1904 by Louis Cartier
•Ben and Jerry's send the waste from making ice cream to local pig farmers to use as feed. Pigs love the stuff, except for one flavor: Mint Oreo.
•The Ramses brand condom is named after the great pharaoh Ramses II who fathered over 160 children.
•American Airlines saved $40,000 in 1987 by eliminating one olive from each
salad served in first-class.
•When KFC first translated its advertising slogan "finger lickin' good" into Chinese, it came out as "eat your fingers off."
•Over 275 different PEZ heads have been designed, with some 48 models on the market at any one time. The most popular dispensers of all-time are the Mickey Mouse and Santa Claus models.

Oh yes, and Coca-Cola was originally green (or maybe that was just the bottle). Hmm, if you read it on the Internet, it must be true!  In any event, it all makes for interesting conversation should you run out of cool things to say when trying to impress someone.

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Watched Borat with my teenager again last night.  We think Sacha Baron Cohen is pretty close to genius. Too bad many of my age-cohorts (read 40-plus) think that Cohen’s movie is just for frat boys.  Even though I’ve seen it several times, the chicken on the New York subway scene is still hysterical.

Several years ago, I was offered a grant to teach in Kazakhstan.  The timing wasn’t right and I never went. Now I wish I had. Cohen gives the place such a rousing endorsement.

Did you know that Kazakhstan launched a huge marketing campaign to counter the Borat frenzy? Yup, massive advertising in the New York Times was called into play. They even re-issued their money. One small problem, though. The word “bank” was misspelled on the bills. Not so great success, but funny.

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Go green. It’s good advice for marketing people.  In fact, there’s a new agency called Earth Advertising that only deals with environmentally-oriented companies and issues. That’s cool.

Most surprising is the statement by Jack Welch that, ““I would try to take advantage of and capitalize on a green movement, whether I believed in it or not.  If you’re a CEO, you have no option today.”

While that’s not exactly a ringing endorsement, it’s somethin’ I guess. After all, the words are coming from “Neutron Jack.” And having been in South America where cars and trucks freely belch fumes, it’s apparent that we all need to do more.

So, what have you done to help the planet today?  I’m not talking about just taking one square of toilet paper (ick). I’m talking about raising awareness. It’s a critical issue for marketers in these times. We just have to all change our ways.
 

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Some people love ritual. I’m not sure why, but it becomes a big part of certain individuals’ lives

Take, for example, my daughter’s dance company. Every year, they sell tickets to the recital in the same fashion. Parents are expected to stand in line for hours in the hot sun as the three company staff members thumb through paper tickets and exchange cash or checks for five different show dates.  It’s so time consuming I want to scream, “Can’t we do this online?”

But people love ritual. There are parents who camp out the night before just to be first in line. They take their kids with them and have a big party outside the dance company doors.  Some tell me they look forward to this event all year.

Huh? I stopped camping out for tickets after a Who concert in the 1980s.  I simply can’t understand why this ticket-buying ritual is so important.

When it comes to companies, ritual is also important. Take away casual Friday and you would think the world was coming to an end.

I think we need to examine the importance of ritual and understand the essence of what people really want. To me, it all boils down to a sense of connection. If you take away certain rituals – the sleepovers for tickets, for example – how can you still ensure that folks get the sense of connection? Sometimes setting up a “blog” isn’t good enough. There’s more to connection. You just have to find it.

Posted by Susan C. Solomon at 04:56 PM | Permalink | Comments (0) | TrackBacks (0)

Want to wise up on wikis? Visit the Wikinomics project. They are collaborating with readers and writing “playbooks” on wikis.

As Wikinomics states, wikis are making inroads in the corporate world. (Who doesn’t use Wikipedia these days?).  Props to Intel for their “Intelepdia,” which has 5,000 articles and received 13.5 million page views.  Sony also uses wikis to keep execs informed of new products.

Companies using wikis have found a lot fewer emails buzzing around. Others find the sharing of knowledge extremely valuable.

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Like any good child of a "certain era," I was told to write thank you notes.  Yes, I can still remember sitting down after my Bat Mitzvah writing card after card in appreciation of so-and-so's "generous" gift.

Thank you card writing is a lost art.  Today, we dash off an email in appreciation of a kind act or gift. That's nice, but a thank you card is much nicer...and surprising.

So, here's my Miss Manners tip for the day.  Keep a box of very nice cards (yes, splurge on the Crane's stuff) and write at least one note per week in appreciation of someone.  It doesn't have to be long, but make it from the heart. You'll be surprised at the response you will receive. 

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Wake up and hear the digital alarm clock. By  now, you’ve probably read about Nike ditching Wieden and Kennedy for some of its business. The reason? The agency wasn’t putting enough effort into digital.

 It’s a wake up call for all of us who grew up pre-digital.  The times they are a-changing and if you diss digital, seems you’re out of the running….literally in Nike’s case.

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How do you handle workplace setbacks? I think it is an important topic given all the energy that goes into our working lives.

Recently, the maven had a huge setback thrown at her (a ten-month project gone south).  Of course, one puts on a good face and attempts to forge ahead. It’s not easy, though. Successes are a lot more fun.

I think there are at least two critical factors to consider here. Being able to re-think one’s strategy and formulate a new plan is key. Think President Clinton, the “comeback kid” who actually thrived when the chips were down.  There’s also the matter of finding personal strength.  My morning run does help provide some fortitude.

No one wants to face such setbacks, but they do happen. And knowing how to deal with these situations is key for all working adults.
 

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Bad news for English majors. According to Adweek, chief marketing officers need sharp quantitative skills to keep their jobs.

The article cites a recent study that found fully half of all executive searches for CMOs last year were conducted in order to replace departing CMOs, rather than to fill new positions. And why were those CMO positions open? Most frequent answer…failure to quantify. Yikes.

So, if you’re not polishing your quant skills, now’s the time to make them shine. The first step? How about developing a frequently updated dashboard of your marketing efforts?
 

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Are you watching Dancing with the Stars?  If you’re like me, you probably can’t keep up with all the reality shows. But the latest DwtS includes a great example of a comeback brand … the brand of Heather Mills.

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Customer service anyone? This story of a British Airlines pilot who refused to fly because he didn’t get enough sleep is incredible. 

Seems to me that BA could have found another pilot wide awake enough to get these people to their destination. Wow, Jet Blue has nothing to worry about anymore. 

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Having arranged many events in my p.r. lifetime, I really like this piece on on on blogging for an event.   It really makes much more sense to set up a blog than a microsite that will never be viewed.

If it’s a marathon or other type of event where people need to sign up donors, have participants enter their own “pitches” for participation.

And after the event, post pictures – lots of them.  Or better yet, post them in groups to keep people coming back for more.

And don’t forget to ask for online donations post event. You may find your “count” higher than you ever thought.

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We're back from Uruguay and Argentina with very fuzzy brains after a 13-hour plane ride.  Hours later, the roar of the airpline engine still rattles my head. 

All in all, a very good trip.  I learned very little about marketing, though.  The only good tip I have is if you can cook a steak like an Argentian, you might have a future in Gaucho Grills throughout the U.S.  Of course my kids groused that the papas frites don't come with ketchup (an easily remedied situation).

And if you want to market to Uruguay, think about some form of anti-polltant car or bus.  You can see why the penguins are dying once you're behind a bus in Montevideo.

South America isn't ga-ga over the U.S.  In fact, it's a very diffferent world with very different concerns. No massive school killings over there. And that's sort of how they want it to be.

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Back from Spring Break in South America. It was quite a ride, but good to be back.

My impreession? America brands its entertainment but little else. Starbucks, Apple, etc. are all non-existent in the southern sphere. We made a joke that my 14-year-old could become bloody rich selling ketchup and Mexican food in Montevideo.

Great place, South America!  I hope to return because there is certainly much to see. Next time, however, I'll know the language better.

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Greetings from Punta del Este, the place to "see and be seen" according to my Frommer's Guide. This narrow peninsula attracts the beautiful set from Buenos Aires and further afield, says the guidebook.

But this is April and past the high season. So, Punta is a little quiet these days … except for last night when we were treated to a lightening show I haven't seen in years. Today, the city has a quiet, end-of-season beachtown attitude. We've seen fewer beautiful bronzed bodies than pushy older folks who shove to get in the front of the breakfast lines at the hotel.

All in all, Uruguay has a much different feel from our experience in Argentina's bustling Buenos Aires. Things are a little more difficult to navigate and it seems a bit farther away from home.   Yet, people have been very friendly and accommodating to my family despite our embarrassing lack of Spanish language skills. 

And speaking of embarrassing, throughout Latin American, viewers here are bombarded by a number of horribly humiliating U.S. sit-coms and reality shows that play day and night. What impressions could people have of the U.S. after watching hour upon hour of "Different Strokes," "Mork and Mindy" and, for those preferring something more contemporary, Nick and Aaron's "House of Carter?" Ick.

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Greetings from Montevideo. Where's that? East of Buenos Aires, it's the capital of Uruguay. Having married into a Uruguayan family, I have always heard about the wonders of Montevideo.

Well, there are wonders ... as in "I wonder what the fuss was about when my husband's family talked about this city." If you're looking for "Buenos Aires light," then it's just fine. Otherwise, I am still unsure what is the appeal.

However, if you find yourself in Montevideo, be sure to check out the Arcadia restaurant at the top of the Radisson Hotel. You will be the only people in the place, surrounded by exquisite service and really good food. It almost makes you forget that the guidebooks tell you to "check out the tallest building in Montevideo-- a full 26 stories." Oh yawn! 

To market this place, you'd need a good imagination or a propensity for exaggeration. Hmm, kind of sounds like my husband's side of the family...

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Good-bye, Argentina! Today we leave for a short trip to Montevideo, Uruguay.  It is just across the huge River Plata, but apparently not quite as lively as lovely Buenos Aires.

My impressions of Argentina?  It is a great city with wonderful people, but there is more of a story to tell. Unfortunately, this country is not entirely ready to tell this piece of history.  The 1970s were a brutal time, but people hardly speak of it. 

Instead, there are too many police and military officers walking around, seemingly bored with nothing to do but try to continue to intimidate. Case in point: the naval police sit in a glass-enclosed building, looking at computer monitors transmitting CCTV images from across the city. They sit at these monitors all day. Try waving at them and they frown at you --apparently, you are not to watch them, but they are to watch you.

Still, the Mothers of the Disappeared march every Thursday. It has become a tradition and a painful scar. Hopefully, the country will recognize these scars and heal them. 

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We are enjoying the sights of Buenos Aires. At left, the Pink House where Evita had a thing for balconies.  No wonder Madonna enjoyed that role -- every woman should have a balcony from which to wave to her adoring fans.

The strong dollar continues to make us giddy.  The kids have been buying up CDs for one-third the price at home. My 14-year-old is determined to have the only massive collection of tango music among his peers. I'll bet he makes his goal -- don't know a lot of teens tangoing down the streets of Long Beach, CA.

Tomorrow, on to Montevideo.  Too bad -- am beginning to iike this city of grace and embroiled history. 

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 The maven is in Buenos Aires this week, eating steaks and enjoying a very strong American dollar (way too many shopping malls to visit in just one week).

 I am also looking for signs of American brands and finding very few.  No one has those ubiquitous white earbuds in this bustling city (MP3 players, just not iPods). In fact, Apple is virtually non-existent as far as we can tell. The only major export is, of course, television and movies.  Watched Gilmore Girls this morning just for that sense of home (even the Spanish subtitles go by quickly as they speak at their usual break-neck speed).

There is a certain unique air about this city -- could it be the "Good Air" of its namesake? People do not walk the strees, but strut the tango (sin iPods). 

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Here’s something interesting from the blog Brandflakes for Breakfast. To promote its No More Allnighters campaign, FedEx Kinko’s has placed these desk-weary actors in cities across the U.S. It’s the perfect gig for actors who don’t want to have “a boring desk job” (no one could say it’s boring pretending to sleep in Times Square).

Also, there’s a FedEx Kinko’s microsite that’s mildly cool. It would be more interesting if they posted webcams of what happens to the dozing guerilla marketers. I’m betting someone takes the guy’s shoe.

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If you’re interested in cause-related marketing, check out Paul Jones’ blog. It’s a thorough how-to for getting your cause noticed.

There are lots of interesting accounts of cause-related efforts on this site. For example, did you know that ubiquitous and seemingly useless Staples “Easy Button” actually has a purpose? According to Jones, the product, in English and Spanish versions (the “Facil Button”), costs $4.98 and proceeds from the sale of the product benefit Boys and Girls Clubs of America up to $1 million a year.

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I like this joy/cash curve from Seth Godin.  It shows that for many products, the more you pay, the less fun the buying. However, there are wonderful exceptions.

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I have always suspected this nasty little bit of news, but if you want to know whether or not to trust a focus group ever again, read Daniel Gross’ piece on focus groups.

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A Passover joke from Joke of the Day …

A Jewish man took his Passover lunch to eat outside in the park. He sat down on a bench and began eating. Since Jews do not eat leavened bread during the eight day holiday, he was eating Matzoh, a flat crunchy unleavened bread that has dozens of perforations.

A little while later a blind man came by and sat down next to him. Feeling neighborly, the Jewish man passed a sheet of matzo to the blind man.

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I love the ads for the sleep drug Rozerem. The beaver, Lincoln and guy who can't sleep are all memorable. I especially like the beaver fiddling with his blackberrry -- clearly the product of a sleep-starved mind.

Of course it's tempting to start contemplating how much this prescription drug comapny is poring into consumer advertising. And another nettlesome issue -- why is the beaver the straight man to Honest Abe? Ahh, these are the questions to keep you up at night!

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