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.

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.

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.