Scott Goodson's Cultural Movements Blog

Harry and David ripe for a cultural movement?

Is upmarket gourmet gifts seller Harry & David really past its best? The company filed for chapter 11 bankruptcy protection this week after its sales slumped.

Many brand consultants have already come forward to suggest ways the ailing retailer could turn a tasty profit again, largely by dropping its ‘stuffy’ image to become more relevant to today’s consumer.

In my eyes, Harry & David is a prime example of a brand that could be completely transformed with a Cultural Movement strategic platform vs traditional marketing or a brand revamp.

For example, it’s background of orchard management and history rich in fruit selling means it’s the expert when it comes to producing fruits that are in season, when they’re at their best.

And we’re becoming a nation of grow-your-own. We want to embrace all things green, we want to achieve the satisfaction and are willing to put in hours of work no matter how haphazard the end results. We are willing to try. So tying into this is a natural fit for Harry & David, and there are any number of ways our passion for self-sustainability can be exploited for the benefit of the brand.

Cultural Movements of course aren’t about persuading people to believe something. It’s about tapping into what they already believe. Its customers are already interested in eating sustainably, healthily and supporting local business. It’s why they choose to sign up for regular deliveries of fruit hampers instead of buying from a large grocery store. So Harry & David have a unique customer base, full of like-minded people, who are ripe and ready to hear from them. And more research amongst its existing consumers would reveal a lot about what they’re into. What motivates them to buy into Harry & David and become part of that family.

So Harry & David is far from the last apple in the fruit bowl. With a little insight, strategy and willingness to really get to know their customers and listen to their passions, it could grow to become the cream of the crop again.

Watch your 'Twetiquette' in the big huge new marketing eco-system

There was a huge furore recently when an ad agency employee twittered about people’s bad driving habits in Detroit to over 8,000 followers. Why? It wasn’t necessarily because he dropped the F-bomb. It was because he tweeted accidentally on behalf of Chrysler, one of his clients, rather than from his own personal account.

Chrysler of course, who are based in Detroit. And who have spent considerable dollars on its current campaign supporting and celebrating the motorcity. This is the new marketing reality where professional and personal relationships are a Twitter account, a thumb press and the world away.

The issue of course was that Chrysler has worked damned hard to build up momentum and ‘goodwill’ for its current ‘celebrating Detroit’ campaign. And this tweet, however accidental, was seen as a major step backwards, an undoing of all that hard work. It wasn’t the profanity that was the issue, Chrysler themselves have even roped in Eminem for their current campaign - he himself a well-known user of the F-bomb and other unsavoury words – although not in this case thankfully.

Since the advent of Twitter, brands have embraced social networking in their droves, keen to start having ‘conversations’ with the masses. Twitter in particular is a fine art. You’ve only got 140 characters to engage. So as a brand, you’ve got to really think about what you’re going to say.

But if all it takes is an accidental press of a button to cause such a flurry, are brands ever really safe to social network on Twitter? Even the most well-meaning tweets can sometimes be taken the wrong way, just look at Microsoft and its Japan tweet. Is Twitter really the place to get your quick message across? Of course it is.

The whole point of Twitter is instant sharing, quick updates between friends and fans. Brands jumped in on the action to be part of that crowd, a way to engage with people already interested in them.

What we don’t want to see are ‘pre-approved’ tweets going out from brands, which have clearly been pre-written and approved before going live. It would remove any of the spontaneity that Twitter is built on, and we would be faced with boring, stilted brand messages rather than the relaxed, two-way conversation it’s meant to be. I know which way I would rather have it. We just have to check, check and check again. And obviously just pause for a minute before we hit ‘send’.

Power brands join forces to unwrap the green issues of packaging

Usually, we consumers have to lobby brands to make them change their ways if there’s something we’re not happy about. We have to shout long and loud to make our voice heard, using the full might of social media and internet forums to express our dissatisfaction.

So it’s great to see big brands coming together to drive positive change themselves, without us having to ask. Some of the world’s biggest have united in their power to form a new group designed to tackle sustainable packaging and waste.

The new American Institution for Packaging and the Environment (AMERIPEN) group will give the industry a ‘material neutral’ voice to influence environmental packaging legislation and regulation. The group aims to work with existing industry organisations, using their expertise to cover all packaging issues, such as its role in society, consumer needs, environmental impact and product protection.

Packaging waste and sustainability is a constant issue for brands. As consumers, we’re growing increasingly passionate about the environment and the impact our buying choices make. We’re more interested than ever in what our favourite brands are doing to minimize environmental impact, we monitor what they do and if it’s not to our liking, we tell them. So any tick they can put in the green credentials box is another stamp of reassurance for us, as buyers, that they’re listening.

Positive changes have already been made, check out the supermarket shelves and you’ll see many brands have taken active steps to reduce their packaging, giving us the same amount of product in smaller, compact form. Or they use recycled materials in their boxes. Once upon a time, they wouldn’t have told us. But now, they make a big deal in their advertising and on-pack about their new green, innovative packaging.

Some brands even take it a step further. Future Friendly, which we had a hand in creating, working closely with BBDO New York, focuses on the small things we can all do in our communities that can make a big difference to the environment, encouraging us to participate in ‘daily green acts’ and share these ideas with neighbors.

Savvy brands understand that we actually care about green issues, and if we see a brand aligning with our concerns, then we’re more likely to buy them than a competitor. Sharing passions and concerns is what a Cultural Movement is all about. It’s what elevates a brand above the rest.

The best finger-tapping apps for your new iPad2

Do you own an original iPad? Will you be paying out the dollars to switch to the new iPad2? According to a report by technology researchers Gartner Inc, the answer is yes if you haven’t already.

According to them, over half of iPad owners will be upgrading their old models for the new version, which hype has turned into both the coolest and hottest piece of technology you can get your hands and fingers on – if you’re lucky.

Around one million iPad2s were sold in the US on opening weekend, with many stores running out. Waiting times for online orders is now six weeks and counting, and there’s a booming ‘gray’ market thanks to organised groups buying up stock from stores to ship to eager Apple followers overseas, unable to wait for the official launch date in their own countries.

But is the iPad2 worth the money? Is it really that different an experience from the old one? Gartner says the reason we’ll all be upgrading is two-fold – for the features but also for ‘status.’ Today, there is really no better example of the power of a brand than Apple.

So what do you get for your dollars? Obviously an improved experience – it’s why Apple is the leader in tablet technology. They’ve never lost sight of the importance of the user experience and have developed their hardware and apps around this. The new iPad2 is thinner, lighter, and has a faster processor, but this time it has two cameras – front and back – bringing the joy of the innovative FaceTime feature to iPad users for the first time and a myriad of other camera trickery delights.

So, in my book (or iPad at least), the best apps for the iPad2 are be the ones that make the most of the new features and super-fast processing.

Augmented Reality (AR) apps such as the new Junaio browser, expected in the App store in the very near future, labels your surroundings as you pan around with your iPad camera. It cleverly also links videos to things it sees in the viewfinder – so show it a printed advert, and chances are a video version will appear for your viewing pleasure, giving you increased interaction with adverts via AR technology – great news for advertisers, and the kind of things the Frogs are thinking about.

AR has also revolutionised video games, so you can expect plenty of shoot-em-up choice and the like for the iPad2. In fact, any game which makes full use of the iPad2’s greater graphics capacity (there’s nothing quite like a beautiful game) should be a welcome addition to your tablet. Finally, the iPad2’s new processor means editing apps such as iMovie will now be super-fast and efficient to use, allowing you to share your created videos, complete with audio tracks, online or via email.

What do you think? Are there any iPad2 apps you can’t wait to get your fingers on?

You saw it on the news... But probably not the printed kind

A new report on the US media has confirmed what we already know – that most of us are now getting our daily news fix online and on mobile devices.

Newspapers saw their ad revenues fall by six per cent last year, in a climate where virtually all media sectors improved their performance, newspapers were the exception. In fact, 2010 was the first year that online publications overtook newspapers in both ad revenue and readers.

According to PEJ who released the report, nearly half of all Americans get their news on a mobile device. 46 per cent of us now log on at least three times a week to get the latest headlines, more than those who still like to flick through the local paper.

So what does this mean for the future of advertising? Are newspapers about to hit the shredder? What this report does show is that as consumers we’re becoming increasingly detached from our TVs and papers. TV is still the most popular news platform in the US, but we want the news delivered when we say so, in a format we like, wherever and whenever we want it.

PEJ are right when they say this audience understanding is crucial – because we’re not the same people we used to be, happy to sit in front of the TV all the time, or reading the papers with breakfast. Who has the time to do that these days?

The figures speak for themselves. Emarketer says that a staggering $25.8 billion was spent on online advertising in 2010, a growth of over 13 per cent. PEJ estimates that newspapers took just over $22 billion in comparison.

Interestingly, it seems however that newspapers may still survive in some format or another in the future – just remove the word ‘paper’. Nearly a quarter of us would be willing to pay five bucks a month for an online version of our local paper if the printing presses ground to a halt.

It would be an interesting experiment to see how many of us could truly revert back to newspapers as our only news source for a month. Perhaps their role is complementary now – a ‘nice to have’ – rather than being the news-leading, headline-breaking, daily must-have they used to be. Because let’s not forget, by the time the ink has dried and the newspaper is on the stands, it’s old news already.

What do you think? Would you be sad to fold up your local paper for the last time?

And... Bing! When the best intentions leave you scratching your head

Brands can do a lot of good in the world. For example, they can do a lot of good for the causes and charities they are linked to. The right partnership between a brand and a cause can help raise not only dollars but awareness that money can’t buy, because they have a ready-made audience willing to listen.

Brands that align with a CSR plan can build a better business model in addition to more relevant marketing. This is why Cultural Movements work so well. A brand aligns with something important in culture to drive positive change, such as a growing passion, uniting advocates and its fans in support.

The concern of the moment is undoubtedly the tragic events in Japan. While curating positive deeds is clearly a goal, brands cannot be self serving.

Microsoft used the Japan disaster as a publicity driver for its Bing search engine. It offered to donate one dollar to quake victims – up to a maximum donation of $100k - for every re-tweet of a message which contained a URL linking it to Microsoft’s Corporate Citizen page, which explained how to use Bing maps and other services to help with the disaster.

Twitter users quickly attacked this as using Japan as a marketing tool.

Microsoft’s intentions were very good. They’re working with the Red Cross to provide aid to Japan and were only trying to provide an easy way for Twitter users to donate.

But clearly, it’s never a good idea for a brand to squeeze in a sales message on the back of a catastrophic event.

In the meantime, if you want to find out more on how you can help Japan, read this article from the New York Times.

In pieces about media fragmentation?

Media fragmentation has not only resulted in an abundance of choices for consumers, but an abundance of challenges for brands.

Consumers can now choose exactly how and when they interact with a brand. And so brands have to decide how to target these consumers most effectively, considering not only the many different channels now available – internet, TV, radio, mobile, print – but how the people who use each of the channels and in what way like to be spoken to. Someone who watches hours of TV will not the same person who watches the same programmes on an iPad.

So how are brands supposed to connect with today’s audience, who all want different things from the media they’re using? Consistency is the key. Hit the media channels with a consistent brand message and not only will you gain a handle on today’s fragmented media, you’ll create a brand that is trustworthy – a vital necessity in a hesitant climate.

It’s no good making a brand fragmented. OK, so you have the same product being used by different people. But if you have different marketing strategies dependent on who you’re talking to, the message gets confusing.

Add relevancy into the mix and suddenly you’re looking at a powerful combination. Consistency and relevancy together ensures a universal approach which covers all consumers, no matter what technology they like to use, with a message they’ll want to hear. It’s why all Cultural Movements have to be relevant.

Indeed, only this week Unilever – the second largest advertiser in the world - insinuated that their strategy going forward is to make their brands media properties in their own right, focusing on content and relevancy in a world where media, entertainment and brands are rapidly converging.

So the message is actually very simple. In today’s fragmented world, just stick to the same page!

Is your creativity worth millions?

Ever wondered what a $106m painting looks like? I’ve seen it….and it’s pretty good. In fact, it’s the most expensive painting ever sold at auction. Someone really took a shine to it to pay all that money.

But my point is, creativity can be worth millions. Not just in terms of dollars, but fans and followers. I don’t know if you’ve noticed that there’s a new movement on the rise, and it’s purely devoted to the freshest – and sometimes fantastical – things that we can produce.

I’m talking about creativity. And its many forms – be it music, art, sculpture, photography, illustration....whatever it is that your mind can produce with the help of a few materials. Just Google and you’ll find loads of websites, forums, top 10s and favourites devoted to all things creative.

Some of the things out there are downright wacky. But then that’s the point, it gets you noticed. Creativity can spark such passion, people will even gather in large groups and go buck naked in public just to be part of a ‘living artwork’, crouching or lying nude for hours with complete strangers just to say they were there and they were part of something unique and great.

The truth is that we all have that creative spark inside of us, why do you think so many of us doodle whilst at work? But it has taken technology to really unleash it. There are countless drawing and illustration apps for the iPad and games consoles, and they’re so popular people will even proudly show off their work online, inspiring others to follow suit and see what they can achieve with a few finger strokes.

In today’s society, when me time is battling against work and the day’s stresses and strains, it’s easy to think ‘what’s the point?’ when it comes to enjoying your creative side. After all, you’ve got far more important things to do that sit sketching with a piece of paper and pencil.

But just think. Where would we be if the world’s most famous artists felt that same way? They had a passion, a seed of talent, and with nurturing and careful attention they became the masters of their craft.

As for the world’s most expensive painting, you can see it here. The fact that it’s a Picasso….well, that may just have added a few bucks to the price tag. Now where did I put my pencil and sketch pad?

Find an advertising agency in New York

As a CMO, it can't be easy to find the right advertising agency for your brand these days. My agency, StrawberryFrog based in New York, has attracted clients ranging from P&G to BlackBerry, from Jim Beam, the Smart Car, Wal Mart to Heineken, even the city of Dubai. How do clients find the right agency? How do you know whether you're getting the best service for your brand? The internet has created too much information. A few companies have excellence in sourcing quality partners such as P&G. But for the rest, how do you find a the right partner customized to your needs? Or are you stuck with an off the rack solution? What is the science behind finding the perfect match? How do you know which agency has the right level of innovation and modern thinking? Is it those with great legacies of the past? Does it matter that an agency is 50 years old or is this a great risk for old ways of thinking?

Is it fundamentally the work? Is this the right yardstick?

Is the best option to ask a fellow CMO or perhaps an agency consultant such as Select Resources?

Perhaps, you need a PHD to reach the right conclusion.

I will be opening day two of the Mirren New Business Conference at 8:30 am on Tuesday 12 April 2011, in New York.

How do you think brands can find the best agency for them? I would appreciate hearing your comments.

Hey you! Here's your offers...

Remember those futuristic scenes we see in Hollywood movies, where a character is in a big neon city and gets personalised messages from digital billboards as he walks past? ‘Hello Mr x, why not stop in Gap today and try out our new range?’

It might not be as far-fetched as you think. AT&T is stepping into the realm of sci-fi with the launch of its new ShopAlerts advertising service.

What makes it so effective is that it works purely on where you are at the time, sending you location-specific marketing messages, coupon, rewards and offers when you are walking near to a participating store or brand.

The service will be available initially in New York, LA, San Francisco and Chicago, and already signed up are names like HP, Kmart, JetBlue, SC Johnson and Nature’s Recipe. It’s the first time a major US operator has rolled out such a large-scale location-based marketing program, but what does it mean for you next time you’re walking down the street?

For advertisers, they can harness today’s technology to directly reach you right at the point of impulse, to give you specific offers to tempt you to buy. So you might not have thought about buying more pet food today, but with a money-off coupon pinged to your mobile and the store right there, why the heck not?

The service will also include messages about the weather, traffic and location shopping details, giving you a personalised ‘map’ of information and offers depending on where you are.

Once it’s successfully rolled out, I don’t doubt that more major brands will join this type of mobile marketing service. Impulse buying is a massive money earner for brands and businesses – it’s why we all spend more on our grocery shopping than we would like, and why we go out to buy one specific thing and come home with another. If an offer is there right, exactly when we need it to be, just for us, why not?

The real question is what this new technology means for the future of advertising. Is this a vision of what’s to come? The Age of Personalisation is here now. And when you consider just how tailored and unique the messages can be, isn’t it a huge leap forward for marketers?