The Reason: Engagement marketing advice for brands

In-store product placement

This is smart and a great way to fight through the clutter.   

The Reasoning: positioning yourself against substitutes instead of direct competitors communicates a differentiated value proposition. Seems pretty intuitive.  The truth is most brands aren't differentiated in the eyes of their customer and that's why customers shop on price. Actually, most agencies aren't differentiated to clients and that's also why they shop on price.

Who are your substitutes?  And, how will you position your brand against them to make a meaningful connection with your customer?

Seen on Drew's Marketing Minute

Pepsi We Inspire

Pepsi recently launched a digital community for African American women – PepsiWeInspire.com.  My first impression - smart move Pepsi.  The Reason –brands need to start having real conversations with customers instead of relying on media companies to piecemeal access to their target audience. 

 

Ok, let’s move past my first impression.  This site is all about Pepsi serving as a platform to connect African American women with inspirational stories.  Like my wife and I say to our kids when they’re crying with no tears… “we don’t believe you.”  And, neither will your target audience.  The story is just not believable.  Let me explain… the story you're communicating to your audience goes something like this – we’re developing an online space with celebrity endorsements to inspire you. 

 

Let me offer a voice of reason.  The story should go something like this… Pepsi signs a joint venture deal with [blackmomsclub.com, mommytoomag, or any of the other websites started by and for African American women] to further their mission of providing uplifting stories to African American women.  See how that sounds.  It’s an inspirational story.  The investment shows just that… you’re invested in the comunity.  And, your resources in tandem with one of these entrepreneurs will allow you to achieve your objectives  -- RELEVANT access to and believable connections with a database of users for targeted communications.

Marketing Idea for Restaurants

Before I begin… this is what it’s like hanging out with me.  I’m constantly looking at situations and figuring out how people can better connect with their customers.  Ideas are a dime a dozen so someone please take this and run with it.  I got plenty more, but they cost.

So, here’s the story… you get to the restaurant and they tell you it’s going to be a 30-minute wait.  You say okay and put your name on the list.  They do one of two things… give you a pager or tell you they’ll call your name.  Here’s my idea… scrap the pager and name calling… take down your customers phone number and tell them you’ll text them.  We call this database development in the marketing world.  Send an opt-in with the text message to see whether your customer will let you contact them re: future promotions.  Now you can begin measuring the impact of mobile promotions with your customer base.  Also, you should start monetizing this new database.  Reach out to your [alcohol] vendors and have them pay to be included at the footer of your text messages when you let people know their table is ready.

Ok… I’m done.  Felt like I just spit a verse… what’s the blog equivalent of someone yelling CLUEMANATI when you’re typing???  Btw… that reference probably makes sense to about half my readers.

Starbucks Treat Receipts

Starbucks recently launched a new promotional program – $2 iced drinks in the afternoon for people who bring in the receipt from their morning coffee.  That's right, Starbucks in the value coffee game alongside players like McDonald's, Dunkin Donuts, and your local gas station?  Hmmm … so, we know moving your brand downstream is usually easier than moving upstream. But, here’s the beauty of Starbuck’s offering: they get to compete in a whole new category, without repositioning at all.

This is not a brand extension, it’s a loyalty play; Starbucks is only offering the value coffee to its own customers. No promotions or media – there are only two ways to find out about it: 1) Hear the offer when you buy your Venti, skinny Latte before your 8 a.m. meeting; or 2) Word of mouth – your buddy tells you about it after he picks up his morning Tall, half-caf, soy Caffé Americano.  No shifting consumer mindset, still the same Starbucks quality, specialty proposition – just a value reward for loyalty. Nicely done, Starbucks!! Looking forward to tracking those incremental afternoon sales as a result of this offering.

In our current economy, even Starbucks junkees are looking for value, (probably one of the factors in their first-ever quarterly net loss); to recover Starbucks is going to need more creativity like this to keep their customers close. So, order up a Grande, Zen Ginger Green Tea with extra Reasoning:

• Educate and Entertain Consumers.  Think wine-tasting, Starbucks-style. Once a week, offer your customers a chance to learn more about your coffees. They get a chance to taste the coffees and hear from experts – what makes a good blend? How do you choose your coffee beans? What different tastes come from different regions? These café-tastings can also be a great forum to extend your Corporate Social Responsibility reach – education can be on sustainable resources, recycling, or conservationist efforts. These are already elements of your brand essence; simply make the essence more tangible and experiential for your customers. In-store-only promotion of these events will give them a grass-roots feel.

• You Promised.  Starbucks was founded with the inspiration to mirror the European café experience where people could hang out for hours sipping an espresso.  Since no one hangs out anywhere for hours anymore, without wanting to check e-mail or surfing the web, not offering free internet access makes your otherwise welcoming café experience not-so-welcoming. Deliver on your brand promise to offer a great environment to relax and enjoy your coffee – give me the comfy lounge seating and internet access I need to relax and enjoy.

• Act Local. There’s a local coffee shop in my neighborhood. Even with Starbucks and Coffee Bean stores less than a block away, the local spot is always packed with regulars and the friends and family they bring in. Weekend book readings, musical performances, and spoken word usually feature local talent.  Think of it as co-branding – stores showcase two flavors: your coffee of the day and your local talent.

Fill it to the Brim with Nostalgia

Read an article this morning on NYtimes.com about Brim… “Can a Dead Brand Live Again?” There’s a small company out of Chicago, River West Brands, who recently purchased the license for the retired coffee brand.  I’m not a coffee drinker; in fact I’d probably have a tea shop if I weren’t a marketer.  But, the article made me think about old coffee brands like Folgers, Maxwell House, and Sanka. Funny thing is those brands are still around. So, why isn’t Brim?

When I read articles like this my mind always drifts. I started thinking about brands from my past that died…[insert joke from Jennifer, my younger sister, about how old I am]. Let’s see:

Polaroid…”shake it like a Polaroid picture”. Who doesn’t miss getting a hard copy of a picture the minute you take it.

Bugle Boy Jeans. I thought I was the funniest dude constantly telling everyone in my fifth grade class…yes these are bugle boy jeans.

Boxing…and yes it’s a brand. But like most people I don’t know what they call themselves. For instance, basketball is NBA and football is the NFL. No idea the call letters for boxing. I used to enjoy watching a Tyson fight as much as the next guy when I was coming up.  Boxing has two main problems (1)There are too many weight classes. It's confusing. You should either be a lightweight, middleweight, or heavyweight. (2) Arguably the biggest icon for heavyweight boxing has hurt as much as he has helped.  Everyone wants to be like Mike. But, ask a kid nowadays if they’d consider boxing. Nope. And, that’s because no one wants to be like Muhammad Ali. I admire the guy, but he has definitely given enough reason to not pursue a career in boxing.

I digress; let’s get back to coffee.  Most brands die because they can’t innovate…reminds me of (insert name of your favorite artist from the 90s). However, I like the opportunity in front of River West Brands for Brim.

The Reason:
River West Brands now has a brand that means something to a bunch of people without any work on their part.  Next step…get that nostalgic part of the brand back in front of people without shouting that you’re coming back.  The brand should show up almost like it was never gone.  Put in a call to Denny’s or Johnny Rockets.  When a customer walks into those types of establishments…there should be a sign upon entering saying we proudly serve Brim Coffee.