Tactics that employ new channels should merely feed the core strategic foundations of marketing–foundations that are tried and true:

• Value Proposition
• Surprise and Delight
• Positive Experience

The third foundation that I have listed is something that is near and dear to my heart. I have been a champion of the notion that media planners are, in essence, experience planners (or at least this is what they should strive to be). I believe that the ability to create positive, holistic brand experiences is one of the most compelling benefits that new media vehicles have provided for marketers:

Social Media has provided brand marketers with news ways to listen and interact with consumers, creating the potential for an overall better consumer experience. Mobile Marketing has provided brands with the ability to extend their reach to wherever a consumer is, providing a consistent experience from store to online to in hand. Search Marketing has enhanced the experience of shopping, providing consumers with alternatives at each step of the buying process.

I recently provided insight for an article that Matt Kapko wrote for iMediaconnection on Digital In-Store Technology. I was able to get on the phone with Matt and a few of the technology providers mentioned in his article, and I have to say that the space is quite compelling. What I find most intriguing about the digital in-store space is that it is yet another way that brands can take advantage of technology in order to create a holistic experience for consumers. Do I think digital in-store is strategic in a standalone capacity; no. Does it have the ability to bring integrated marketing strategies to the next level; definitely!

We are at a time when all of us should be looking at how to use the platforms that have surfaced over the last ten years, as opposed to fixating on the platforms themselves. This notion has been forced upon us (to some degree) by the current economic climate, but in the end I feel that the interactive industry needed another period of self reflection and correction. If we are able to get back to the core strategic fundamentals that make for great marketing, while leveraging new channels when they make the most sense, we will come out of the current economic state as better marketers.

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The digital age has been difficult for many marketers. All too often, marketers put the technological cart before the strategic horse. Facebook (and other social networks) is a breeding ground for campaigns that focus on the features of the platform, without telling a story.This is certainly not the fault of Facebook, rather it is the fault of marketers, who have not taken the time to internalize the meaning of community and conversation. It is the fault of those that thing technology, in and of itself, is the answer.

We must not forget that, in order to compel consumers, we must offer value–and that value needs to be delivered in the form of a story; advertising 101.

A few weeks ago Palm launched a campaign for it’s Centro line call; Claüs. The campaign is unique for a number of reasons:

• While the campaign has applications, they are not the centerpiece. Palm is not relying on the ever popular “viral nature of the social graph”
  • This campaign appears to be a viral success, as there are over 60k fans, and nearly a thousand wall posts–but it is apparent that the creators of this campaign new that it takes more than a one trick pony to ensure virality
    • Some of the content is good, come of the content is not as good, but overall, this is a fun campaign
  • The two applications that are offered, are not front and center
• There is very little branding on the page (there is some, but it is not overwhelming)
  • see my article about Branding without Brands for more on this topic
• Through various multimedia aspects, the brand tells a story in a nonlinear fashion
  • this gives people a reason to poke around the page and look for more pieces of the puzzle
• Free downloadable music (I strongly recommend, Samba Dreidel)

Overall this is a fun and refreshing campaign. At a time when many marketers are already dismissing Facebook as a viable option, it is nice to see a truly creative effort that shows us, it is not the platform per se, it is how you use it!

Overall Scores:

Creativity: B+

Execution: A

Conversational Strategy: B

General Strategy: A-

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No one knows everything (I am getting pretty close though ) and everyone has something to teach.

• If you are a brand manager and think you know everything about your brand, think again
• If you are a brand manager and think you know everything about your consumer base, you are in even worse shape

Brands are living entities; changing shape and composition in the minds of consumers all the time. These changes are taking place all the time, and are different in every consumer. That said, knowledge communities tend to share brand perceptions, and it is easier to target one consumercommunity at a time.

The questions is, how do you garner information in order to best message a consumer segment.You can:

1. Create what you think consumers want to hear
2. Hold scientifically engineered focus groups
3. Ask consumers to show you how they would like to be messaged

Number three has been very popular over the past few years. User Generated Content has surfaced and hit the mainstream–but letting consumers do the job of the marketer is not necessarily the answer. I have said this many times before; the answer lies in collaboration and co-creation.

Recently, Scion began a campaign that takes advantage of point three. According to Marketing Daily, Scion challenged high school students to create marketing campaigns on their behalf–but here is the kicker; Scion does not plan to use these campaigns. This is not a strict UGC effort where consumer work will be paraded around as advertising. This effort is an exercise in collaboration and co-creation, done in a very strategic manner.

Next time you find yourself in a planning cycle and trying to find the voice of the consumer, I suggest going right to the source.

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Sure, we could have pitched a catchy tag line with all the bells and whistles of a blown out, above the line ad campaign–but our core strategy had a lot more than taglines, widgets, gadgets, banners, buttons, apps and flash microsites (not that we would ever pitch a flash microsite–yes, I have a problem with them…always!). Our core strategy was to listen to the needs of consumers–in their own words, and then amplify and empower these consumers in order to allow them to collaborate with the brand. It is becoming increasing obvious that when brands and consumers co-create, on a level playing field, great things can happen!

Oddly enough, ING just launched a new campaign entitled, “We, The Savers“. It has all the trappings of a modern social media/interactive marketing campaign, however for the life of me, I cannot understand how this campaign passed a few basic tests before it went live:

• WIIFM (what’s in it for me)
  • The campaign wants you to sign a declaration of things that YOU will do–not ING. Maybe I am missing something here, but if this is a social campaign, where is the dialogue. If I go ahead and sign this thing, how does ING intend to continue the conversation.
  • In essence what ING is saying is, sign this thing and expand our marketing effort–no thank you! I can be fiscally responsible on my own.
  • One of the points in the declaration is about being heard by our government–ING, if I sign this, will you help my voice become amplified? Are you prepared to send a lobbyist to congress on behalf of this document?

• Does This Site Even Exist?
  • In a world where you are how yo are found, a flash microsite that is invisible to search engines is as good as non-existent. Sure, a ton of money will be poured into TV and out of home, but when was the last time you actually took note of a marketing URL, and then proceeded to go to it?
    • Most consumers don’t want to be blatantly marketed to, without any value being offered. URL call out’s from traditional media work, but I would love to see what the direct traffic is to this site (e.g. how many people get there from traditional media)
    • This is not an interactive campaign in my eyes, it is a traditional one

The bottom line is, we are at a time when we need valuable, utility based marketing in order to make the most of our marketing dollars. When the belt buckle gets tight, the powers that be will look for ROI and true proof points that marketing dollars are being spent intelligently–and I just do not see it here.

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You need to learn how to use Twitter because all of the young people are using it, right? Um, no way!

I don’t have the usage stats (kudos to anyone who can get them for me) but I don’t know anyone under twenty who uses Twitter (and yes, I do know people under twenty). In fact, most people I know who use Twitter are older than twenty-five. Still, if you are a marketer learning to use Twitter in order to learn how the next generation will communicate, you are doing the right thing.

When I opened up Twittelator today, I noticed that there was a new menu item; movies. I clicked on it, and had one of those, “ah ha” moments. The underlying value of this function was not the technology (Twitter), it was how the technology was being used to parse information, and get it to me in a more relevant manner. This is, in my opinion where this space is moving. It is not about mass/micro chatter. It is about finding relevant communities of micro chatter that can give you the info you want/need–when and where you want it.

Every once in a while I have a moment of zen, where a technology reveals an underlying something that is a signifier of fundamental, sociological changes.These moments of zen only come when I let my mind wander–you don’t always have to focus very hard to get your mind to interesting places.

Language is technology, and how we use language and information accelerates our culture.

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The above is the title I would have given my latest article over at iMedia–alas, they know best what brings in the traffic, and I love them for it

I bring up a number of topics that I plan on expanding upon on this blog. All of the marketing mistakes that I spell out are part of larger issues that I think about on an ongoing basis. I would love to hear which topics are most pressing for readers of this blog. I would be happy to do a deeper dive into any of these topics:

• Twitter is not a one-way megaphone, so don’t treat it like one
• Create buzz, but don’t let the bee get away
• Existing sites cannot be “SEOed.” Stop trying
• Feel free to stay at home in your walled garden — just don’t be surprised when no one shows up for the tea party
• Social media is a commitment, not a campaign
• When did things referred to as “viral” become a good thing?

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Image via Wikipedia

Starbucks is not new to the social media space. They have done some very interesting, yet questionably successful initiatives–mystarbucksidea.com being the most notable.

I got a message today that Starbucks was following me on Twitter. I had heard about their presence, but had not really taken a look into it. I felt that this would be as good a time as any to dig deeper.

On first glance it appears that Starbucks is doing everything by the book:

• Transparent
• Non-Corporate Voice (vernacular)

@evanhecht Hey … Sorry, I had a bunch of stuff to do today. I wish I could spend ALL my time here with you, that’d be way more fun

Attention all voters! Come in on Tuesday after you vote, get a Free cup of drip Coffee. http://tinyurl.com/joethere

My finger hurts. 1200 new Followers in the past 3 days. I just got through following the new Twitter-ers. Welcome! 1:24 PM Nov 6th from web

Overall I would say that Starbucks is doing a pretty good job. Starbucks also used Twitter as a way to communicate a promotion they were working on:

Starbucks on Twitter

Some may have taken issue with a brand using Twitter as a promotional vehicle. I say, as long as they are upfront and are adding value, it is perfectly fine.

I would love to hear others stories about Starbucks on Twitter; as they have been around for a little while already.

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For those of you that were reading this blog when I posted more frequently and more personal things, thanks for staying with me (I am assuming you are staying with me, as you are reading this post). Things at crayon have been going really well. It is a pleasure working with such great minds. I have been very busy with work lately, but have managed to get in some speaking and writing as well. I began writing for Minonline after a fortuitous run in with the illustrious Amy Novak. I also continue to write and blog for iMedia (who continues to serve as my media family).

Last week I spoke on a really cool panel about digital innovation at a 212 event. For those of you that made it, thanks so much! Today I will be speaking at the New Marketing Summit in the lovely (with no cell reception) Foxboro MA. I am very excited about this as well. Next week it is on to the iMedia Financial Summit where the bald marketing team will take on Geary Interactive in an agency shoot out (note, Vigor Branding is helping out with the graphic design, as that is not what crayon does–you can be sure Joe Szala and team will do an amazing job of supporting Mr. Verdino and my brilliant strategy–hey, we are bald, after all).

Anyhow, that is it from me. I would love to hear from you. Send me comments, email, what you are up to-I would love to hear more about the A Media Circ.us community. Did you know it has almost been three years!

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