People Watching

As a professional marketer, I consider myself a great ‘people watcher’. After all, the true test of marketing’s effectiveness is its ability to motivate a consumer in some way.

I love to hear people talk about things that are “sweet”, “rad” and even “crap”. It is always an education to learn ‘why’ people react in different ways to different marketing stimuli.

AAARGH! Where did all my thoughts go?

I can't believe year of hard work has obliterated my ability to think!  I spent so much time doing, that there was no time for thinking.  What a rut.

Now that I'm back to dreaming about the Next Big Thing, my brain is about to explode with new ideas, and I am back in 'therapy' by writing my blog thoughts. 

US Political Marketers

Want to learn about ‘branding’ and ‘positioning’? Tune into CNN nightly, and you will see the best marketing machine at work – the American political system and the Presidential election. These guys are good!

Branding – check out the signs that are handed out at each speech with a few key words that are part of the ever evolving platforms. Or the typography on the candidates’ names and how the type treatment conveys “confidence”, “future focused” or “trusted”.

Positioning – look at the ‘tit for tat’ positioning and re-positioning of the respective tickets.

“Obama is too young” – and he names an older, experienced running mate.

“McCain is too old” - and he promptly names a younger running mate. The choice of a women for VP is even more interesting, as an appeal to disillusioned Hillary supporters. It’s almost like Tide offering a lemon scented detergent to counter Sunlight – brilliant!

My wife wonders why I’m so interested in the US election, and, really, I’m not. But I just can’t get enough of these master marketers at work.

Brand Value

I have been traveling recently, and have been blown away by my stay at the Hampton Inn.

Let me note that the Hampton Inn building was nothing to write home about. It was new construction, but in fact, it looked very much like the building next door that sported a Quality Inn sign. It wasn't the construction or decor of the building that set it apart. Even the interior looked a lot like a Best Western/Holiday Inn/Ramada.

But inside, the welcome signs, the table tent cards, even the sign on the back of the elevator door - all looked the same as the Hampton Inn I last stayed at in Boston. Even the breakfast bar looked the same.

Is this simply a lesson in consistency - because McDonald's already owns that attribute? Partly - but it is the overall graphic design of the various signs and messaging that stood out - simple, bold (large visuals) and, yes, consistent (Branding 101).

The most interesting point (to me) is that Hampton Inn charges a little bit more per room a night (maybe $10-20) and I felt good about paying it, because of the way they make me feel (Branding 102) abut the Hampton Inn brand.

Apple is perhaps best known for it's emphasis of uber cool graphic design (in its products, its packaging and its advertising) and interestingly, they manage to price their product at a premium. What a great business concept - invest in good design and you can achieve a price premium. It's the kind of thing that would strike fear in a "bean-counter". When you think about how many products are now manufactured (cheaply) in China, with increasing quality, it's time to start thinking about investment in the intangibles. Stay tuned.

Superbowls Ads - Part 2

I heard at one point in the 'big day, big build up' that some guy was looking for a company to sponsor his marriage proposal on an ad during the Superbowl. At $2.6 million per 30 second spot, I doubt any company could justify such a prank (and because I can't see the ads in Canada, I don't really know if he succeeded).

My suggestion - and I know that in some strange way, the good folks at the CRTC were thinking about us on this one - was to buy an ad on Global TV Maritimes for a pittance, fly his fiance to Nova Scotia and buy a big screen TV to watch the Superbowl game. On Global, he could have even bought multiple spots and possibly even naming rights (perhaps erasing the dreaded 'Permacrete Bowl' from memory). Talk about a better investment.

Superbowl Ads

I'd make a comment on them but I can't - I live in Canada, where the federal communications agency regalutes access - for our own good. ;-)

So, we have seen snippets on US stations, but not the complete ads, and certainly not in context.

But what's interesting this year, is that the subject ads are now more accessible, due to the proliferation of internet video sites. And, a few advertisers have also 'pre-released' their ads to enjoy some extra publicity (and free airtime) prior to the big event.

The rise of internet based video is interesting to me in two ways. First, it may soon provide a little competition for the reigning king of ad placement's "biggest day, biggest audience and biggest...price" ( a reported $2.6 million US for a 30 sec spot). Second, imagine the challenge of trying to one up last year's Superbowl ads when you are competing with a medium (internet based video sites) that has EXTREME as a category of videos. And a viewing audience that has literally 'seen it all'. Stay tuned.

Gum Wars

I have been chewing over the 'centre goo wars' between Adam's Trident Splash and Dentyne's new liquid centre variation. Personally, I like the Trident Vanilla Splash. Like any other gum the flavour wears off after a while, but the initial surprise of the vanilla flavour burst is kinda neat. The ads, well...

So, I was naturally intrigued when Dentyne came out with their 'Bubbleboy' television execution. I loved it. Surreal. Fantasy like, intriguing. So much so, I had to have the gum - just... because. (I love when ads make you do things)

And, then the moment of truth. I tried it and - the gum was just okay. Not like the Trident Vanilla Splash.

So now I watch intently. For more ads. At the various point-of-sale techniques. Shelf placement. And interestingly, pricing (Trident Splash - $1.49; Dentyne Ice - $1.19/ $1.29).

Am I bordering on obsession? Hopefully not.

But I'll bet the makers of Trident and Dentyne obsess over it as well. After all, the North American gum market is worth over $3 billion US according to AC Neilson. And, it continues to grow, through new product and packaging introductions such as the ones noted above.

In my humble opinion, one has a better product, the other has better ads.

Who wins? Probably Cadbury Schweppes (who own both Trident and Dentyne), if they continue to bring this kind of interest to the category. Stay tuned.

Marketing 1001

If Marketing 101 is about the basics, that's not what we're about. If you're interested in the basics, get a book or go to school.

Instead, we're all about ramping it up for advanced marketers. To watch, investigate and interrogate what's going on out there in the great wide world.

Stay tuned.