Storm Tussey Just a few thoughts

Season 1 and 2:
Instead of a traditional marketing plan, True Blood created an “in world” perspective. This was done through a vast array of Direct Mailings, Public Relation Stunts like a protest by the American Vampire League in NYC, Social media, digital media assult, and traditional advertising techniques. Posters promoting Tru Blood appeared on buildings and in magazines in the same way liquor ads do. They had catchy phrases like “Friends Don’t Let Friends Drink Friends”. They even launched a website for the Tru Blood Beverage, which rivals even the best high-end beverage sites out there (it’s complete with “type finder”, product descriptions, and of course, merchandise).

Of course, HBO didn’t stop there they took it even further digitally with the clever use of other brands, creating micro sites, blogs, and Twitter.

The vampires’ lives on True Blood parallel the struggles other minority groups have faced in this country and in this universe, the fight for civil rights is not just for the living. Their main opposition, The Fellowship of the Sun has a bright, sunny layout that mirrors the (public) message of the church. It features sermons and words of wisdom to help us “live in His light.” If you didn’t know any better, you might just join the Light of Day Institute. The newest edition to True Blood’s online world is the American Vampire League which is styled to look like governmental and nonprofit websites. The content is what really brings the AVL to life; news, an “Intolerance Watch,” a Vampire Friendly Brands section, and even its own Public Service Announcements. And if you’d like to support the AVL, there is an online kit where you can download fliers and T-shirt designs so that you too can rally for the cause.

Blood Copy is a blog written entirely from a vampire’s perspective. It is updated daily with everything from videos, to social commentary. On July 31st, 2009, regarding the topic of health care in America our blogger writes: “Breathers are so focused on our quasi-immortal lifespan, how we don’t age and, barring a specific (and short) list of conditions, we do not die, they seldom note another critical aspect of our existence: Vampires don’t get sick.”

Like many other media and entertainment professionals, HBO has also embraced Twitter. However, their approach is a little different. The twitter, BonTempsGossip, is named after the small town, Bon Temp, Louisiana, where the show is set. It provides small town gossip as well as leaks teasers for upcoming episodes, again from a first person perspective. Example- BonTempsGossip: Rumor is, Sookie’s in danger. Don’t think she counted on havin’ to get out of a mess without Bill’s help – word is he’s nowhere to be found.

The Integrated Campaign has gotten so much attention that there is even a You Tube Video about their messaging.

Season 3 marketing hasn’t quite been so shocking…maybe they pulled all the stops out for the first 2 seasons. However, they have been highlighting the endless struggle for vampires to acclimate to mainstream civilization in their newest campaign.

Leading up to the June 13th premiere of the third season premiere of “True Blood,” HBO has been utilizing terrifying behind the scenes video clips and clever, crafty posters to wet our bloody appetites. Including collectible mini posters guaranteed to make your mouth water.

What’s great about these posters is that they have continued the “in world” perspective and it’s nice to see that some offices in the “True Blood” universe are offering alternative beverages for their vampire employees, or at least for humans that are intrigued enough by the crimson substance to give it a whirl during the work day. Add in the facebook activity and the contests to become a state Sheriff and you have full interactivity between the show and the viewers.

HBO is really creating a great integrated campaign that will be used in case studies for the next generation.

It is a well established fact that spa revenue in the U.S. is generated largely by women. According to the International Spa Association (“ISPA”), women account for over 75% of all spa visits. This being said, If a spa knows it’s key demographic, has a nice list of services, and good marketing then it should find success. However, none of that matters if you have or give poor service.

As someone who frequently visits Spas and believes strongly in taking the time to unwind and recharge, I would like to consider myself an expert in Spa services. In fact, on a weekly basis I recommend a Spa or specific service at least 5 times locally and close to 3 times nationally (I travel a lot).

This being said, I was treated to a Spa Gift Certificate for Mother’s Day and instead of leaving “Blissed Out” as I should have. I left annoyed and after dealing with the front desk angry. The staff broke 3 of the cardinal rules of Spa service.

Rule #1: Excellent Guest Service:
As a therapist, the better the service you provide your guests, the more you will retain your customers. You will gain recommendations and guests will specifically seek you out, which leads to you gaining greater respect from them and other employees, personal earnings increase (larger commission and gratuity), and you will gain a growing fulfilment and joy in the work you do. The more you express your talents and your capacity for influencing a person’s state of well-being, the more you will weave for yourself your own desired working environment out of the tapestry of your existing work place. It is a combination of your personal skills and knowledge together with giving that “little extra service” that will distinguish you as a leader in your field as well as boosting the business for which you work.

Broken Rule #1: When a client, advises you which areas they would like worked on please take that into consideration. When a client advises you to lighten your touch, listen. When a client’s body is tensing during a massage- it is not a good sign. Massages are meant to relax not stress.

Rule #2: Never take a guest’s complaints as a personal threat or immediate responsibility. Rather understand and assess, what is being expressed, and address the problem in a friendly and efficient manner.Please treat every complaint seriously. Guests look for an immediate response and reassurance.

Broken Rule #2: Guest’s complain to advise you how to correct an issue. When taken lightly, it makes the guest feel unheard and often results in a negative experience. Defenses should never be up when a client is letting their voice be known-instead it offers the service provider a chance to show humility, experience, kindness, and listening skills. There will always be the one or two people who complain just to complain, but do not let those complainers ruin your general guidelines for service.

Rule #3: Guests should always feel welcome and leave feeling 100 times better then they did coming in.

Broken Rule #3: Guests should come into a Spa feeling welcome and though they are going to be treated better then royalty. No matter what they look like. When Guests leave they should be able thanked for visiting and asking about their service experience. If the service was unsatisfactory, the staff should do everything in their will power to help the guest leave feeling better then they felt when they came in.

These rules can be applied to any service industry but should be tightly followed for Spas. Spas are in the business of creating a soothing environment in which clients can purchase personal care treatments to rejuvenate their body, mind or spirit.

My BAD experience was had at a local spa around Burlington, Vermont. I have reached out to them via before I left the establishment- Worse experience. I have reached out to them via Social Media- Twitter & Facebook and I have e-mailed management to see if anything is going to be done to improve my service. I will advise you what happens.

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.

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 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?

Unless you’ve been living under a rock, you know about the Geek Squad.

The Geek Squad is known for channeling Will Smith in Men in Black by wearing a White shirt, black tie & pants and sturdy but boring black shoes. They make house calls in VW Beetles that are white and black in a style similar to 1950’s saddle oxfords or you can visit the “Geeks” at your Best Buy store for assistance with any computer or technology problem. They are also available online 24/7.

Well, as of July 19th, the Geek Squad will have some comrades. Best Buy’s CMO Barry Judge announced yesterday of a new Super Hero-esque grouping- the Twelpforce.

The Twelpforce won’t have the snazzy cars or structured outfits that the Geek Squad is known for. Instead, the “Twelpforce” will search Twitter posts to find people seeking information about electronics.  Judge stated that “ In the new world, you can go out and find people that are talking about technology and what they are interested in buying and want to share their knowledge. Hopefully, if you are generous and knowledgeable, people will come and buy.”

What is cool about the creation of the “Twelpforce” is that Best Buy get’s new media. They are not going to sit by and let others answer consumer’s questions. They will be seeking out consumers questions and helping the consumer make an educated decision. Which will in turn earn the trust of the consumer. This should help Best Buy stand out as the trustworthy, helpful, knowledgeable place to purchase electronics.

Kudos to Best Buy for getting the 4 P’s of Marketing and adding a 5th, Participation.

I’ve been so busy working on developing a fundraising event for one of my favorite zoos that I haven’t found a spare moment to blog.

However, I believe every piece of marketing should help develop a relationship with your core consumer.In honor of the notion: I encourage you to check out Shel Isreal’s blog on Social Media and the Relations Part of PR.

NY Met’s pitcher,Tom Seaver once said, ““In baseball, my theory is to strive for consistency, not to worry about the numbers. If you dwell on statistics you get shortsighted, if you aim for consistency, the numbers will be there at the end.”

Tom Seaver should have been a Marketer.

One of Marketing’s biggest downfalls is the ability for companies to maintain consistency.  Their ads may convey one message but their PR is saying something in direct opposition or possibly their actions don’t follow the company’s mission. It’s been seen a thousand times, yet few companies focus on it.

Consistency is what helps build TRUST! Trust is what encourages people to do business with you. It’s the very reason why people become loyal, tell their friends about you and most of all it’s what makes your employees believe in you.

It’s time to look at your company from both an individual and organizational standpoint and evaluate your messaging strategy. Check out Scott Ginsburg’s Consistency Audit for a great collection of questions to help you evaluate your strategy.