Storm Tussey Just a few thoughts

Customer care has never been a more integral component of a business’ success. World population is estimated to be 6.8 billion by the year 2010, and all of these people are going to need care. The good news is – those of us who care will likely have jobs.

The challenge, however, is that providing that 1:1 care interaction will become cost prohibitive for businesses. Exacerbating that situation is the consumer’s increased expectation on how, when, where they interact. They are less loyal. As described in a Wall Street Journal book review of The Trophy Kids by Ron Alsop, “While members of other generations were considered somewhat spoiled in their youth, millennials feel an unusually strong sense of entitlement.” So get ready business – no longer are we living in a era of ‘buyer beware.” We’re now in an age of “businesses beware.”

Technical advancements have created significant changes in the care experience and helped elevate opinions on what the care experience should include. As the web enabled 24×7 support, consumer expectations about access to information, service and support increased. As search empowered consumers to get information on their own terms, their sense of independence increased. Now, online social networks create communities where consumers can share experiences and opinions and have a much faster and greater reach – and impact on brand.

We know by watching the morning talk shows that businesses can no longer hide from a bad experience. People taping care interactions, posting videos on YouTube-poor Dominos, and in matter of weeks if not days, talking to Matt Lauer on the NBC Today Show. Today one bad care interaction can create millions of negative brand impressions. As if this social media onslaught wasn’t enough for businesses to tackle, there are other business dynamics at play.

The speed of innovation has never been greater. Some say that you have nine months before the competition catches up with you. Price, features, and quality are no longer enough to differentiate a product or service. As products and services have become commoditized, the ability to keep consumers engaged is based on drivers other than product and price, according to Robert Passikoff, president of Brand Keys, a New York-based research firm that specializes in assessing brand loyalty.”More and more, customer service levels are contributing more to purchasing decisions.” It used to be that call center managers mostly worried about reducing costs, creating efficiencies, and being organizationally streamlined. Now they need to embrace each and every interaction with the consumer – and if they don’t, they most likely won’t survive the environment just described.

We are living in a Care 2.0 world – a world where expectations are higher, the speed of innovation is faster, and the real true opportunity to differentiate a brand is in the hands of those providing customer care.
Companies who’s customer care should be looked on as leaders in innovation:Amazon, Zappos, and Lexus.

However,one more company should be included in my opinion. Recently, I was told of an interaction between Prana and a trusted friend. He wrote an email telling them his frustrations with their sizing and distribution and low and behold he not only received 1 e-mail from customer service acknowledging his concerns but then 4 more times from different product development and marketing people truly interested in servicing their consumer. What a great way to make sure that customer will be loyal to you for life! The responses even impressed me and now all his gifts will come from that brand. Kudos to Prana and Thanks for providing great 1:1 customer care.

After seeing HBO’s success with True Blood and a fully integrated campaign that included specialty beverages, viewer parties and even a dating site. Starz premieres Spartacus with a fully integrated add campaign.

Starz mixed digital and traditional marketing strategies to drive tune-ins to the Jan. 22 debut of scripted drama series Spartacus: Blood and Sand, the premium network’s second scripted drama after Crash, but one it renewed for a second season before the first one begun. Starz is trying to reach young viewers through show-specific, gaming applications for Apple’s iPhone and iTouch devices, according to Marc DeBevoise senior vice president, digital media, business development and strategy for Starz Media.The mobile game can be accessed via iTunes and has a Wi-Fi connection feature that lets players amongst each other, he said.

It also is distributing a four-part comic series based on the show. Each episode of the digital comic book series can be purchased at a suggested retail price of $1.99 on Amazon.com, iTunes, Sony’s Playstation 3 and Microsoft’s Xbox videogame consoles.

Starz teamed up with male-targeted Men’s Health magazine to create a digital workout around the series. The official Spartacus workout/exercise routine is available as a free iTunes app. More young people are using their iPhone and iPods for entertainment purposes, so DeBevoise believes the digital offerings will help build momentum.

In addition, Starz teamed up with several cable operators to offer free on-demand previews of the series’ first and second episodes. Charter Communications, Comcast Cable, Cox Communications, Insight Communications and Mediacom Communications will air episode 1 on Jan. 20 one and episode 2 on Jan. 27 on demand on Jan. 27, Nancy McGee, executive vice president of marketing, said DirecTV also will offer a preview of the first two episodes on Jan 21 via its 101 channel. Apple’s iTunes and Netflix offers Spartacus episodes day and date with their debuts on Starz, said the network.

This campaign must have worked due to the trending topics on Twitter and the watercooler talk at the gyms… the show premiered with 3.3 million viewers and expected to grow when TiVo results are added and the show became the most successful premiere in the company’s history.

Originally posted by Anna Barcelos and Beth Harte on Beth’s website.

There are a lot of marketers out there that understand that integrated marketing and communications (IMC) is a preferred way to do business because it is an outside-in approach. If an organization isn’t integrated, what are the best approaches to getting management buy-in? Anna Barcelos and I wanted to share nine key ways to provide management with the value of IMC.

Sales-Oriented Vs. Market-Oriented – Which Are You?

It’s often been said that the mindset of “If we build it, they will come” is not viable for long term business. To understand why, let’s look at the difference between a sales-oriented and market-oriented organization.

Sales-oriented organizations have a heavy reliance on promotional tactics to sell whatever products/services the organization has selected to produce. Sales teams, not marketers lead the pack and have the burden of performance (i.e. revenue generation).

In the short-run, markets can be created with aggressive campaigns and sales work; however, the lifetime value of a customer is minimal. The organization mindset is focused on ‘the next big thing,’ hungry and aggressive sales teams, and sales beating up marketing for not dishing up qualified leads or customers ready to spend.

Market-oriented organizations identify what markets need/want first and tailor their operations to deliver products/services that meet those demands as efficiently as possible. Within a market-oriented organization, marketing takes the lead not sales.

Because the market-oriented company has its complete focus on the customer, the end result is often brand loyalty, sales, and strong customer lifetime values.

Getting Management Buy-In

If you are in a sales-oriented organization, how then can you get management to understand the benefits of customer-focused integrated marketing and communications? Here are five areas to focus on:

1. Execute long-term customer acquisition programs across channels instead of short-term lead generation to feed the sales funnel. While the former may take a little longer, the end results produce longer term customers with much higher life-time values. Demonstrate this with metrics and show management. They are always interested in seeing results tied to revenue generation.
2. Emphasize that a customer for life is a much more cost-effective model versus solely focusing on new customer acquisition.
3. Communicate the benefits of how integrated marketing communications delivers a consistent message to both existing and prospective customers.
4. Involve key players from “silos” within the organization in planning process. If you can’t beat them— join them. Realistically, sales-oriented organizations will always have silos due to individual department goals/quotas. If sales and marketing work together, both are vested in acquiring/retaining customers.
5. Build incentives around existing and new business initiatives to not only motivate sales, but customer service and marketing as well.

You would think that a market-oriented organization would have a leg-up on getting management buy-in, but a lot of times there are still silos and separate budgets in place that affect true IMC. But by demonstrating the value of IMC, chances are you’ll have an easier time convincing management of its inherent benefits. Here are four ways to show value:

1. Do an A/B test of an integrated campaign versus a non-integrated campaign (suggested by Valeria Maltoni, Conversation Agent) Testing is a risk-free, quick way to prove the value of IMC. Large companies shy away from radically changing their current marketing efforts. Testing gets them interested without any disruption in day to day. If tests delivers expected ROI, then scale.
2. Leverage/collect behavioral data and analytics for follow up IMC campaigns with existing customers and build profiles on potential untapped new markets. It’s astonishing how companies have amazing databases that they are not exploiting as much as they could.
3. Survey/talk to customers for the best insight on what works with them and what doesn’t. (“How can we be better?” “ Where do you want to find information?”) Management is always interested in seeing results of these efforts!
4. Maintain communication across all departments. Market-oriented organizations are more customer-centric than sales-oriented organizations. Goals are aligned across the organization from top to bottom. Everyone plays a part in the customer experience. IMC works well within these organizations, but communication is key.

Whether an organization is sales- or market-focused, and the latter may be more beneficial, the reality is that unless upper management encourages a customer-centric culture, self-contained silos and status quo will continue to be the norm. The benefits of outside-in planning that IMC offers will bring you closer to the customer and social media has really helped put that into perspective. The voice of the customer is louder than ever, which is forcing traditional organizations to rethink their marketing communications strategies and encouraging customer-centric organizations to develop deeper relationships with their customers. Both take time, but small efforts across an entire organization will deliver what’s most important—a happy, loyal customer.

D is for Digital, a report released at this year’s Consumer Electronics Show, confirms parents’ worst fears about video games marketed as educational. The study by the respected Joan Ganz Cooney Center found less than 3 percent of the games studied were based on educational curriculum.

Educational toys (including video games) is a $1.1 billion segment of the $22 billion toy industry and the fastest growing one, according to Playthings magazine.

Sadly, it is an unregulated one. Manufacturers must abide by “truth in advertising” laws but as no standards exist for educational claims and those made by electronic toy manufacturer remain largely unsubstantiated.

Though some companies such as LeapFrog, Hooked On Phonics and Knowledge Adventure do devote sections of their Web sites to describing research and impact studies, such research is not widely available or documented.

And the voice of reason is often drowned out. Though child development experts and prestigious organizations such as the American Academy of Pediatrics recommend no screen time for children under two, the infant and preschool market for electronics has exploded in the past few years. Despite an alarming rate of attention issues noted by teachers and rising childhood obesity, American children still sit in front of a screen, TV, computer, and increasingly the myriad of handhelds and game consoles, an average of 5 hours per day — well more than the amount recommended by experts.

And still the category of products keeps growing.

The Joan Ganz Cooney Foundation recognizes that parents have no way of knowing whether or not a game or toy marketed as “educational’ really is:

Without firm and independently verified standards of educational value, how is a typical parent or educator able to discern if the multitude of products in the marketplace live up to their claims?

And has these recommendations:

Federal regulatory bodies such as the Federal Trade Commission, voluntary industry groups such as The Better Business Bureau, and parent advocates such as Common Sense Media should collaborate on a consumer protection initiative to better describe educational effectiveness in interactive media products for children.

Until then — caveat emptor.

Life is Good Emotional Connection

In this economy the marketplace has become more competitive and brands must really strike out from the lax state they have been living in for the past 15 years. It is imperative for brands to engage and interact with their consumers and truly create an emotional bond to gain sales and loyalty.

From Marc Gobé’s book Emotional Branding here are 10 Rules that illustrate the difference between traditional concepts of brand awareness and Emotional Branding.

Let’s face it: Some brands create emotional connections with consumers, while others leave people cold. There are functional brands, such as Compaq or Kmart, and there are emotional brands, such as Apple, Ben & Jerry’s and Life Is Good, that galvanize loyalty. The difference is the personal connection these brands have with consumers through the strength of their culture and the uniqueness of their brand imagery. Emotional Branding creates strong, flexible brand personalities that closely match the aspirations of their customers. These “brand characters” are less about rationality than they are about desire and cultural connection.

1. from consumers to people
Consumers buy, people live.

2. from product to experience
Products fulfill needs, experiences fulfill desires.

3. from honesty to trust
Honesty is expected. Trust is engaging and intimate.

4. from quality to preference
Quality for the right price is a given today. Preference creates the sale.

5. from notoriety to aspiration
Being known does not mean that you are also loved!

6. from identity to personality
Identity is recognition. Personality is about character and charisma.

7. from function to feel
The functionality of a product is about practical or superficial qualities only.
Sensorial design is about experiences.

8. from ubiquity to presence
Ubiquity is seen. Emotional presence is felt.

9. from communication to dialogue
Communication is telling. Dialogue is sharing.

10. from service to relationship
Service is selling. Relationship is acknowledgment.

I’ve been bad lately about blogging but as November approaches, I promise to be more active.

I am always trying to be ecologically conscious and realized that maybe you are also looking for some great Green Products.  Here are my favorite green findings:

1. Found at 3greenmoms.com: This team of 3 mom’s have created a great replacement to Ziploc bags and according to their website has saved an estimated 1.2 million plastic baggies from landfills. I ordered their great Lunch & Snack Skins in the green bud pattern and a pink striped pattern. They are fun, easy, washable, made in America and best of all making it a little easier to be green.

2. Found @ http://www.newbalance.com/outdoor/trail/WE070/: These were a wicked find and are more comfortable then any sneaker I have ever owned. The 070 is New Balance’s first green shoe. It has a stylish reduced weight design and made with recycled materials. The soles are made from rice husk. It comes in a blue and a green color. I chose the blue because as Elvis says “Nothing is better then a blue “green” shoe”, ok, Elvis said suede but I believe if he lived in today’s world, I’m sure he would say “green”.

3. Found accidentally at my local North Face Store.  Vermont is known for our harsh winters and last year i spent half the winter looking for an eco friendly boot that was good in the snow. I ended up with a great pair of ULU boots but when I saw these I knew I had to add them to my winter shoe collection. The website describes the boot as ” Moccasin-inspired waterproof boot made from luxurious full-grain suede leather with a soft faux fur lining. This winter knee high boot is fashionable and functional for wintertime wear. Durable TNF™ Winter Grip™ outsole with Ice Pick™ snowflake rubber lugs on sole grip to slick, frozen surfaces. Square cotton laces at back with side medial zip for easy on/off access” They should also highlight that they use a 200g PrimaLoft Eco insulation and a 40% recycled P.E.T. faux fur and brushed tricot lining.

4. Found at my local toy store in Shelburne, VT: PlanToys Parking Garage. This was a present for the little person in my life. It’s a toy he loves with wooden cars and wooden people but most of all PlanToys practices the “Three R’s” of green living: Reduce, Reuse, and Recycle. Their manufacturing processes are designed to reduce waste and save energy. They reuse materials, and have introduced innovative methods to recycle paper and other products. A product he loves and a product that loves the environment.

5. While we are talking about toys…I can’t leave out our local Teddy Bear Company- Vermont Teddy Bear Company. Two new bears have joined the American Made, Lifetime Guaranteed Teddy Bear line up.  A Recycled Bear made completely from Recycled PET Plastic Bottles. His soft fluffy fur, paw pads and stuffing is 100% recycled. The second bear is a 100% All Natural Wool bear. He is naturally hypo allergenic and no chemicals have been used in the making of this bear, plus he is stuffed with PET Plastic Bottles. I LOVE these products because they are local, american made and green. Go Vermont Teddy Bear!

6. My last big find is really a great thing for all Environmentally Conscious people. Check out Ecouterre. Ecouterre is a website devoted to the future of clothing and textile design. They are dedicated to showcasing and supporting designers who not only contemplate cut, form, and drape, but also a garment’s social and environmental impact, from the cultivation of its fibers to its use and disposal. Our mission: To follow the evolution of the apparel industry toward a more environmentally sound future, as well as facilitate a conversation about why sustainable fashion matters. I find great trends and products thru this website. Check it out daily for some great information!

Next Up: Why It’s important to buy green and how you can help your local economy.

According to Feeding America for 1 in 8 Americans, hunger is a reality. Many people believe that the problems associated with hunger are confined to small pockets of society, certain areas of the country, or certain neighborhoods, but the reality is much different.

Due to the current economic crisis, millions of Americans are struggling with hunger. We all know and are in contact with people affected by hunger, even though we might not be aware of it.  The poverty level is expanding and individuals who may have been the working middle class are now finding the need for a little extra help. The Obama administration recently said that Food Banks across America has had an increase of about 30% over the past six months.

Hunger is real. Hunger is the proverbial Canary in a coal mine.

However the Community Bank of New Jersey is doing something a little more creative to draw attention to the problem while collecting food. Bridging the gap between good design and giving back to the community, Canstruction, the annual international design/build competition where architects, engineers, designers, and students compete to design and build gigantic structures made entirely from full cans of food, is coming to New Jersey in October!

Sponsored by the Society for Design Administration , an affiliate of the American Institute of Architects , the 11th annual New Jersey Canstruction competition will take 8 to 12 weeks from start to finish and will use thousands of cans of food to create the towering structures. Built during an eight-hour “Build Day” on Friday, November 13th, the canstructions will be on display in the Prudential Center concourse.

Follow the links above to see some of the amazing pieces of art and if you find yourself with a couple extra dollars or cans of food, please consider donating to your local food bank.

Take a look at this brilliant idea – your message or logo etched right onto a real leaf, no paint necessary! The resulting leaves are simple, stunning when looked at against the sunlight, and the best part is that if they are thrown away, there is no adverse effect on the environment. Design Firm Tatil Design of Brazil came up with the elegant marketing idea, which they recently used in 2008 during the 55th Cannes Advertising Festival to promote their “Designing Naturally” workshop.

Check out more of their work and an article at one of my FAVORITE websites Inhabitat.

I was browsing the information super highway the other day looking for something to inspire me when I ran across a really great program that enriches both the community and the environment. A program that speaks to me on so many levels and ties in perfectly with my current reading material : Farm City: The education of an Urban Farmer.

A program that asks participants to come together and ask themseleves “What do I want my urban life to be like?”  The group is called Urban Re:Vision and its a “diverse group of people focused on changing the urban landscape by re-imagining all the components that make up a city block. From energy to transportation to commerce to community, we believe that by finding innovative, healthy and sustainable ideas to help revitalize one urban block, we can create a blueprint for better cities everywhere.” The site has conversations, contests and art. Oh, the art is FANTASTIC. Check out their site at http://www.urbanrevision.com

Some of the art is below:

I was recently walking down a Grocery Store aisle looking for my favorite Kashi Crunchy Granola bars and as I was looking at all the different granola bars I realized something. They all look the same.

Each day more brands hit the shelf. However, there is less and less differentiation.  In a world of competition more vicious then high school cheerleaders and heightened performance expectations that match gymnastic judges expectations, there has never been a more important time for brands to identify, carve out, and own a unique space in their target category. Yet, more brands are playing follow the leader rather than actually being a leader.

Though being a strong brand is something that only time can build, building a differentiated brand is not as complicated as some would lead you to believe.

First thing First, A brand is NOT a tagline, graphic standards or a logo.  If that is what you constantly judge your campaigns against, then you are doing it all wrong.

A brand is a PROMISE, Who you are, what you do, what you say, and most of all how you say it to the consumer. Imagine Nike’s “Just Do It” campaign. It’s positioned as an internal struggle, a coach pushing you to be your best. Stopping the naysayers and just get out and do it with Nike’s support. Now, imagine the “Just Do It” campaign positioned coming out of your mom’s mouth or your boss’s mouth. Most consumers would definitely not “Just Do It”; instead they would do everything they could to avoid doing it. Connotation of your campaign is integral to your promise.

The second part of differentiation is the emotional benefits of your brand. Americans use brands for a number of things-features, benefits, but most of all emotional gratification. This is even more true of brand rejectors, whose brand choices are ironically designed to showcase their rejection of  traditional brand values. Focusing on how your brand’s actions make its core customers feel-or the aspirational feeling you would like them to receive from interacting with your brand.

A great example of this is done with coupons. If you are pitching your brand with a coupon and a line saying “Times are hard, every penny counts” without realizing it, you have made your consumer feel like they “need” help, that they have “failed” in some way. However, if you pitch it as “Smart Ways to Save Money” then you are helping the consumer feel smart and leading them to believe that they are taking better care of their family by saving money.”

The third part of differentiation is what drives consumer perceptions. Consumer perception is two-thirds what a brand does, and one-third what a brand says. Meaning your companies walk will always mean more to a consumer then your talk. Performance will always trump awards. Your brand is only as good as the promises you keep.  How well does “what you do” align with “what you say”? Timberland, Stonyfield Farm, Patagonia, and Cliff Bar are companies that understand how to walk the walk.

Most companies will come back with “We can’t afford to run campaigns of those magnitudes”. You don’t need a fifty million dollar advertising campaign to create a meaningful brand. Ben and Jerry’s, Burt’s Bees, and The Body Shop are just a few examples of brands whose growth was not fueled by advertising dollars but by making a unique promise to consumers and then keeping that promise.

Splashy Ad Campaigns filled with empty promises will never do well and often cause more harm. BP had a great and colorful campaign a few years back that sold a “better fuel, better world” idea but they didn’t follow thru with their promises and ended up pulling the campaign within three months of consumer entry.

To ensure differentiation of your brand, ask yourself “What does this do for the consumer”? Then ask yourself the following questions, What about this makes me special?, How does this make the consumer feel? And lastly but most important, Can I keep my promise?