SIGMA::BLOG » Perspective

Surprise, Delight, and Let Them Eat Turkey Bacon!

lfritts — Thu, 06 May 2010 17:57:23 +0000

Let’s face it, we’re a society who wants to have our cake and eat it, too. We’re consumers who say one thing…but embrace new products and services that indicate something else. Often, for a brand person, it’s seemingly impossible to serve up engagements that satisfy these mixed signals among consumers. How do you address the needs of a consumer when they say one thing, and you have the brand or product that offers great benefits, but then they just don’t buy it, or they just don’t act, or they head in another direction? Honestly…when all is said and done, it’s simple: don’t just satisfy consumers, make them feel good.

A great example of the contradictions in behavior is with food. Look at the landscape in recent, food headlines and news bytes (no pun intended). And then take a peek at what’s tantalizing our pallets as trends and recent intros. The juxtaposition not only demonstrates consumers’ contradictions in choices, but at its core, it reveals consumers’ desire to be surprised, delighted, and to just walk away feeling happy. Check out this “salty and sweet mash-up” of sorts…

Headline: “Food Safety Leaders: Kraft, Subway, Starbucks to Cut Salt.” Both restaurants and packaged food companies are signing up for the challenge of reducing sodium in their products by 20% over the next five years.

But then there’s: Bacon cupcakes. Bacon lip balm. Bacon marmalade. Bacon vodka. Bacon ice cream. Bacon bacon. It’s one of the top food and flavor trends cited for 2010 and if you don’t believe us, just check how two ‘Bacontrepreneurs’ from Bacon Salt grew an enterprise in three years with a $5,000 loan from a 3-year old.

Headline: “For Corn Syrup, the Sweet Talk Gets Harder.”
What started as a narrow movement by proponents of natural and organic foods has morphed into a swell of mainstream opposition.

But then there’s: The recently revealed, million-dollar winning recipe in this year’s Pillsbury bakeoff: the Mini Ice-Cream Cookie Cup, which included pre-made refrigerated sugar cookie dough, ice cream, melted chocolate, and raspberry jam. It won because it was simple and it just tasted good.

Headline: “Santa Clara Bans Happy Meal Toys.” This proposal is believed to be the first of this type, and would ban the inclusion of a toy in any kids meal with more than 485 calories, 600 mg of salt, or high amounts of sugar or fat.

But then there’s: KFC’s new Double Down Sandwich. Two fried chicken filets, two kinds of cheese, and (yes) bacon. (Apparently, adult consent = OK)

All rational reasons that are making headlines—yet consumers’ emotional sides being fulfilled in trends and new food choices.

As marketers of food and non-food brands we realize that the new normal in spending is driven by careful consideration and prioritization:
• 88% of consumers have taken steps in 2010 to reduce spending overall
• 93% say that their spending has become more strategic

But at the same time, 90% of consumers are seeking small treats for themselves, as well as others, in what they buy. Why? Because small treats feel good. And it’s that “small treats” insight that points us to the emotional connections a brand can bring to the table. Whether it’s added value, or undeniable proof that only your product can do the job, or a free sample, or stellar customer service, or just a great online experience. Delivering small treats that satisfy is like a consumer magnet!

Turkey bacon. I think that’s a good way to visualize the happy medium tempering the rational needs with the emotional wants. It’ll be our ongoing challenge to find a turkey bacon like balance in every marketing recommendation.

(Source: Coming of Age in the Great Recession: A Grounded Consumer Followup, Carton Donofrio Partners, Context-Based Research Group)

Are You Going Stale?

jkim — Wed, 10 Feb 2010 14:40:33 +0000

What scares you? What keeps you up at night, and nags at the back of your consciousness? There are few things that frighten me, one of them being that I have stopped learning and, like old bread, have gotten stale.

Can you imagine waking up one day to discover that your capacity to take in new knowledge has ended? That everything you are going to learn has already happened and that your brain, now filled to capacity, was blinking “hard drive full”? It can happen. I have experienced it.

One thing that occurs when you are the custodian of a marketing budget is that everyone wants to meet with you. If you allowed every new vendor to come in for a pitch, you could literally spend every day watching Power Point slides. To better manage your time you set up protocols and processes–your staff and agencies screen new opportunities and vendors and only highlight those that they feel are right and likely to interest you. This frees you up to focus on running your marketing programs, driving your business, and managing your time.

But all those protocols and layers are traps. They isolate you from the marketplace and insulate you from innovation. Your ability to compare and make decisions on new opportunities based on your firsthand knowledge/exposure diminishes… you are going stale. So what can you do to stay current and in-touch with new options and changing landscapes without being capsized by solicitation? Here are some fuel for thought suggestions:

Conference: Attend at least one conference a year that focuses on new marketing practices. It is a great way to explore emerging trends and opportunities as well as network, share, talk and collaborate with peers and experts. One conference series I highly recommend marketers to consider attending is the iMedia Summit – an excellent 3-day conference where they bring seasoned practitioners, marketers and vendors together. Sigma’s annual Fuel For Thought conference is also packed with great content and attended by senior-level marketing executives from a variety of sectors/categories. This year’s conference is planned to take place in October.

Follow & Document: Get into the habit of following trends and documenting what it will mean for your business in the near future. A well organized consolidation of trends can shape and provide clarity for new directions and opportunities. With the vastness of marketing related news sites, blogs, feeds, forums, groups, conversations on social networks, etc., there are numerous ways for you to create your own resource pool. I personally find Twitter to be extremely useful with their list building and aggregation. Here are a few Twitter lists I routinely scan throughout the day:

New Opportunity Day: Conduct a New Opportunity Day where you and your team meet only with companies you haven’t done business with–those that have been on your radar but you have pushed off due to lack of time, priority and/or perhaps even too many protocols. To make this truly productive, make one of your marketing goals where success will be achieved through expanding into new approaches, channels and tools (e.g., social media, mobile, augmented reality, etc.). Coordinate with your team and/or agency to issue an invitation to vendors/potential partners that clearly outlines your goal(s), timing and budget specifically tied to this initiative. State clearly that this is not a general sales meeting, but rather you are inviting them to share suggestions that will help you further innovate your marketing by leveraging on their expertise and solutions.

Who Do You Want To Be in 2010?

Management — Tue, 19 Jan 2010 19:46:22 +0000

In 2009 we saw marketers everywhere seeking out one-to-one connections with their customers. The world of “mass” seemed a far-off reach in a world pressed for ROI, leads and conversion. But what was most interesting to watch in 2009 was the up-rise of technology and new channels, once only used by a small portion of the market, gaining scale and turning consumers from passive brand observers to active participants responsible for shaping brands and extending the marketing dollar. A “new mass” market approach unfolded in a big way that forced even the most traditional brands to take note and take the plunge. Once upon a time, a satisfied or unsatisfied customer would tell their close circle of family and friends if they loved or hated a brand. Now that same customer can tell the whole world in seconds–it’s mass marketing turbocharged. Pretty exciting stuff.

Interruption-based mass marketing that simply shouts messages one way to customers is not only one of the most ineffective strategies for today’s landscape, it’s also a red flag when it comes to building your brand’s image, reputation and value. To us, the smartest brands are now listening to the conversations their customers are having, watching where they are taking place and engaging with them on an individual level to add value in real time. Even better, an increasing number of marketers are not only deploying programs specifically created for the social platforms, they’re strategically harnessing insights from the data and using them to help plan and develop stronger brand positioning and marketing programs in the future.

From a marketer’s standpoint (especially those that fall into the challenger brand status), last year was about how to make your business run harder and faster in a bid to stay competitive in a downturn. In 2010, we at Sigma believe it’s going to be about proving value through both your consumer conversation quotient and the product experience. Brand value will be influenced more and more by the consumer, making it more important than ever for brands to deploy programs that are authentic and conversation-worthy. For challenger brands, this is going to aid in brand differentiation and consumer engagement. Differentiation needs to be bigger than just a brand name. True differentiation will come from consumer engagement strategies and a brand’s willingness to involve customers. Visibility and opportunity await the brand that is best at engaging their customer as well as making the product experience richer and better than the rest.

Last year, we worked with clients in footwear, burn care, technology and professional services, helping them embrace new marketing approaches fueled by the changing landscape. Fostering brand advocates and evangelists is not just for brands in the consumer space. It’s everywhere, and it applies to both consumer and B2B brands alike. As the new year kicks off and while writing your marketing game plan, ask yourself: Are you equipped in 2010 for true differentiation?

Finding Creativity

jkim — Thu, 23 Jul 2009 16:34:07 +0000

What kind of person would think about using a tree as a musical instrument? I was amazed by what Diego Stocco was able to compose using an ordinary tree in his garden. Shuffling leaves, tapping bark and strumming and bowing on twigs. By considering the tree from a different perspective, Diego transformed it into something completely different.

Diego Stocco – Music From A Tree from Diego Stocco on Vimeo.

Discovering new and unique ways to create something different from a common object or idea is a challenge for all creatives. We often set our own boundaries and expectations of what something “should” be, defined either by the project parameters or personal preferences. Overcoming these limitations opens up a world of new experiences and fresh inspiration for our work.

Let’s consider the words of A.A. Milne, best known for his books about Winnie-the-Pooh and for various children’s poems:

“One of the advantages of being disorderly is that one is constantly making exciting discoveries.”

What can YOU do with your tree?

4/08/09 Weekly Round-Up

jkim — Wed, 08 Apr 2009 17:38:08 +0000

PAST WEEK’S FUEL FOR THOUGHT

What lessons and best practices are out there for marketers in this economy? We’ve gathered few AdAge articles that provide great fuel for thoughts:

Philp Geier’s 10 Principles for Bad Times that Work in Good Times – Adapt, Motivate, Focus Efforts, Stay True To Your Vision, Communicate, Innovate, Seize New Opportunities, Integrate Marketing, Retain Credibility and Inspire Customers are 10 principles we should harness right now.
Study: Cutting Spending Hurts Brands Long Term – Based on TNS Media Intelligence data that revealed brands that cut spending in downturns lost shares to private labels.
Don’t Damage Your Brand for Short-Term Gains in a Recession – Reminds us that marketing is a long-term proposition and brands that change strategies to cope with short-term problems can bring on irreplaceable damage.

SIGMA IN THE NEWS

Last week, our humble ad agency in Northern NJ was featured on CNN and this week on ABC. What’s all the buzz about? It’s Creativity Saves Jobs and Inspires Empolyees as explained by Shannon Morris (President, Sigma).

NEW MARKETING & ADVERTISING DATA

IAB reports Internet advertising grew 10% last year, outpacing TV. Search advertising dominated with 45% of total online advertising market share, followed by display ads, classified and rich media/digital video.
Jay Sears from ContextWeb points out at SES-NY that only 5% of consumer’s time is spent searching. Therefore if you only use search to reach your online audience, you are missing 95% of opportunities.
A recent study by McPheters & Company found that in a half hour period, magazines deliver more than twice the number of ad impressions as TV and more than 6 times those delivered online.
Borrell Associates reported that last year, local TV station sites surpassed newspapers in 22 of 80 markets in terms of unique visitors.

WEEKLY TIPS

Mashable’s 5 Tips for Optimizing Your Brand’s Facebook Presence offers the right way to create a profile, how to show different content to Fans and non-Fans and much more to maximize your presence on Facebook.

AROUND TWITTERVILLE

During the past year, Twitter has grown 1,200% in members. It seems everyone’s joining the Twitter bandwagon, but is Twitter right for you? Here is a great article on the Top 10 Reasons Your Company Probably Shouldn’t Tweet (if you have any one of them on your list).
The first Twitter scavenger hunt (hosted by HostelBookers.com) is taking place around Europe this week. Join the hunt or follow the journey.

INTRODUCTION TO…

This week, we introduce just one site – SingleFunction. This website showcases a variety of sites that have one purpose and one function. Go check it out. I found a lot of neat single function websites.

VIDEO SNACKING

The Brilliance of Shepherds by Samsungis the video pick of the week. Additional viral video ad campaigns are posted here and please keep in mind that ‘viral is a result, not a goal/strategy‘.

To receive up-to-date Fuel for Thought tweets, follow us @FuelForThought and/or subscribe to our RSS feed.

Creativity Saves Jobs and Inspires Employees

smorris — Thu, 02 Apr 2009 15:36:35 +0000

Faced with an uncertain economy, lingering steady holds in client budgets, procurement mandates driving margins down and a general reduction in client spending, we realized that creative steps would be needed to manage our own expenses and better position ourselves for the next few years. With some strategic brainstorming and a focus on manpower, workload and agency functions, we set out to develop a solution that would win for everyone.

With a goal of streamlining overhead without reducing workflow or impacting our creative product, we found eight positions in the company that could benefit from a reduced workweek (4 days) while also helping to shed some weight from our bottom line. As a result we were able to save jobs and in turn we have been encouraged by the new vigor and level of productivity that we’re seeing. The outcome? Inspired employees who thrive in the condensed workweek, an even better and more focused creative product and an improvement to operating expenses that allows us to focus on growth, innovation and further expansion.

Just goes to show what happens when creative minds work together. CNN and Alina Cho – thanks for featuring us today!

All you need is LOVE

smorris — Thu, 26 Feb 2009 18:28:42 +0000

I stumbled on an article today that admittedly I wished I found a few weeks ago to make it align with Valentine’s day (perfect packaging strategy!). I loved it because it really helped me reflect on one of our own core values here at Sigma – - The most important element to our success are RELATIONSHIPS. Relationships with each other, with our clients, with our vendors, with our client’s customers. Period.

Although the official Valentine’s day has long-since passed, having and being in love is relevant all year round – and especially during these trying times I’m reminded how important it is to value what you have, and to treasure those relationships that define you. So, I’m posting a selection of Rhonda Abrams‘ All You Need is Love to Run Your Business here to inspire and remind us what matters.

You can read the entire column on USA Today.

1. Love what you do. Have a passion for what you do, and it permeates everything you do. It shows in the enthusiasm, energy, and caring you bring to your business. It carries you over the tough days when the paperwork’s due or the deal falls through. It keeps you and those you work with motivated. Always remember why you love what you do.

2. Love your customers. Without customers you don’t have a business, but most of us don’t ‘love’ our customers enough. We don’t want to bug them, so we don’t stay in touch as frequently as we should, don’t ask what they need, don’t communicate with past customers. This month, find ways to regularly communicate with customers, and, hey, take one or two to lunch!

3. Love your employees. No, I’m not talking about crossing any lines into sexual harassment. I’m talking about respecting them, treating them fairly, recognizing their contributions, allowing them to take initiative, saying ‘thank you’ when they do. This year is going to be an especially tough year for your employees — the uncertain economy scares them, family members may be losing jobs. Meanwhile, you may not be in a position to give any raises. So respect and fair treatment are even more important.

4. Love your employer. If you’re reading this and you’re an employee of a small business, understand the pressures facing your boss. Small businesses — far more than huge corporations — do everything they can to hold on to their employees in tough times. But your boss is anxious about the economy, and going to have to make some changes in how business is done. Be supportive, flexible, and energetic. Do absolutely everything you can to help your company succeed — and keep your job.

5. Love your retailers, distributors, salespeople. These are the people who bring your goods or services to customers. Sure, they’re going to frustrate you sometimes (why aren’t they making more sales?), but they need you to partner with them. Stay in touch, motivate and reward them. Give them the tools to succeed.

6. Love the future. Yes, I know we live in uncertain economic times. But entrepreneurs are optimists. We not only trust the future — we create it. We change the world. After all, all we need is love.