“Reinvent Everything” is the tagline for the Brand Packaging Conference I am at currently. With those powerful words, I want to reinvent my blog.
Not sure the strategy of reinventing my blog. Should it be pictures only? Should it have contents of only what’s happening now at the show? Should it even be more off-center? Should I share my learning each day as we go? Read more
A recently released research study by About.com and Latitude identifies three distinct mindsets in search and offers insight into how marketers can offer ads and align them with content that better appeals to each mindset. Three Mindsets of Search examines 59 variables in search behavior and also revealed that the meaning of “expertise” in the eyes of searchers is evolving. Read more
How The Apple iPad and New iCloud Can Connect More Seniors
Research continues to show the positive, life-enhancing effects that the Internet can have on senior adults. Beyond just staying in touch with family and friends, going online provides seniors with an interactive outlet to the world – and studies show that it can also provide a myriad of health benefits. For example, increasing personal communications can decrease feelings of depression and isolation, as well as stimulate the brain and enhance cognitive abilities.
Today, seniors access the Internet via their computer for a variety of things, from researching information and keeping up with modern culture and society, to socializing, watching videos and sharing pictures. Being active online can ultimately enrich their lives by connecting them to their families and the world around them. Read more
Mark Twain famously quipped that news of his death was exaggerated when the press mistook his cousin’s serious illness for his own. Today, much the same could be said about traditional media. It seems that its death is foretold by any number of pundits with every new release of data on social media and digital devices. (Facebook’s 500 million members would make it the third-largest country in the world! Ashton Kutcher has more than 7 million Twitter followers! IPad-mania sweeps through coffee shops around the world!)
There is no denying the rapidly growing and truly disruptive impact of new devices and social media. But at the same time, there is also no denying that traditional outlets are thriving in the lives of consumers today, and that they form the core of how most consumers interact with media. This is true for the general population, and it is even true among the affluent Americans that we study, even though they have the discretionary income to indulge in an array of devices, as well as the digital literacy to get the most out of them. Read more
So I have a cut on my finger from yard work and I go to the local drugstore to get my adhesive bandage. Funny, but as I typed that, it doesn’t sound right. We call tissues- Kleenex®, just as we call mayonnaise- Miracle Whip® and even paper towels are Scot Towels®. It is only fitting to call adhesive bandages…Band-Aids®. The common statement from moms all around the country when their son/daughter has a boo-boo is, “lets go get a band-aid”. And my five year old daughter actually thinks it STOPS the pain.
Years and years of marketing has brought these brands into their own categories. But this is not what this blog is about. It’s about what Band-Aid has done with this outstanding brand. As I walked to the isle for my adhesives, I was overwhelmed at how many choices I have regarding the Band-Aid brand. Read more
An astonishing report from Ad Age, shows that the marketing landscape has changed when it comes to the American Household. Once the target for most marketers, this study shows the decline of households of married couples with children will have many marketers re-evaluating their efforts. Below is an excerpt from the article on adage.com, be sure to click over and check out the data chart that shows the glaring decline over time. Read more
I’ve decided I want to a new pair of sunglasses. And not just any old sunglasses – I want Ray Bans! Of course I do. If I haven’t mentioned it before I will now – I am a slave to packaging. I love marketing and I will buy anything that is packaged and marketed well.
Now there are things in my life that I will spend money on, but sunglasses have never been one of them. I don’t take care of them. I leave them in my purse without protection and they get all scratched up. I like different looks so I like to buy lots of different kinds of sunglasses and then toss them around. Read more
Make Sure Your Product”s Vessel Makes a Brand”s First (and Second) Impression
As marketers focus on using social media to create connected, highly personalized brand experiences, they may easily overlook another critical touchpoint: product packaging.
In today”s fragmented marketing environment, packaging is far more than a product”s vessel; it is the physical manifestation of a brand experience and an important part of a brand promise. As such, packaging should be a critical piece of a brand”s integrated communication strategy.
More and more research is showing that more and more video is being consumed online. Not only that, but people are watching videos in their entirety, not just watching 30-seconds in and surfing away to other things. This is very encouraging news for marketers looking for an excuse to finally work video into their marketing efforts. Below is an excerpt from a recent article from iMedia Connection, sharing findings from Brightcove, a streaming video service provider. Read more
If you are like most homebuilders, you spend significant dollars to attract home shoppers to your communities or website…now what? Keep them engaged with your brand by developing a solid email program that allows you to deliver relevant messages based on where prospects are in the buying process. They may not open every email you send, but your message will be visible in their inbox when they are in the mindset to make their decisions. Prospects who have provided you with their email addresses are already engaged with your brand. They want to learn more about your company, your homes, your building practices and more. So communicate back to them on a regular schedule.
