Posts Tagged ‘marketing support inc’

Pinteresting…

Wednesday, February 1st, 2012

Like me, an ever-increasing number of people are discovering the joys of Pinterest.  Since joining, I’ve pinned tons of delicious recipes to try, lots of cool DIY projects and entirely too many ideas for fun ways to use mason jars.  Outside of providing countless hours of entertainment and inspiration (and alerting me to my severe mason jar obsession), Pinterest is also proving to be a powerful tool for retailers.

Pinterest’s traffic more than quadrupled between Q3 and Q4 2011, bringing in 7.5 million unique visitors in December.  With this influx of new pinners comes a significant increase in the amount of traffic sent to retailers’ websites.  According to recent reports, among social networks, Pinterest is the fifth largest driver of referral traffic.

This post from Mashable has a cool infographic with stats about Pinterest and tips for how companies can use it to their best advantage – check it out.

And if you’ve ever got an extra mason jar lying around, I’ll gladly show you how to make it into a soap dispenser, a chandelier or a terrarium.

The birth, and potential death, of QR codes

Wednesday, April 13th, 2011

QR (Quick Response) codes, those little square matrix bar codes that are showing up on marketing materials everywhere, were invented in 1994 by a Toyota subsidiary to track inventory.  Their advantage for marketers is that an enabled device can link to a web location just by taking a picture of the QR code.

Clever.  Like speed dialing for the internet.

So clever that marketers everywhere have been in a mad rush to put QR codes (or the Microsoft equivalent – MS Tags) on everything from packages to ads to point of sale.

There are two issues though.  One is user adoption.  First, you need to have a so-called Smartphone (iPhone, Blackberry, Android, etc.).  About 50% of the population has Smartphones.  And, you need to download a QR reader.  Though free and readily available, to date, only about 30% of Smartphone users have done so.  50% of users have Smartphones, 30% of those have downloaded a reader.  If I do the math right, that’s 15% of consumers with the ability to use QR codes or the like.

Yes, that percentage is growing.  More people are buying Smartphones, and more people are downloading QR readers.

But here is the other side of the issue:  most QR codes ultimately send users to the marketer’s website to look at more information about the product they are considering.  Or, QR codes send the users to the site’s home page.  Great.  Cool.  Awesome.  You’re at the store scanning a QR code and you can go to their website that most likely provides the same information about the product that is probably on the package in front of you.  Or, the codes send you to the company’s home page to navigate to learn something.   What? I don’t know, but something, I’m sure.

A handful of usage occasions like that and I’m done with QR codes.

The real issue is that, like the early stages of social media, every company feels they have to do it but few have a good plan.  Companies used to slap up a Facebook page and wonder why no one followed then.  Now they paste on a QR code and wonder why no one uses it.  Perhaps because it does the user no good.  Perhaps because there is no real strategy behind the marketer’s use of QR codes.  It’s more like “we need to have QR codes so let’s put them everywhere” instead of “what would be something valuable for the user to get by accessing our site through a QR code?”

Some smart brands (probably the ones that made good use of social media early) are thinking about the user experience.  Something we did recently for MSI plumbing client Fluidmaster involves QR codes on store point of sale that connects the user with a specific web page based on the problem they are having.  The web page offers alternative solutions with the product needed, tools required, effort to accomplish, and easy-to-follow instructions provided for each solution.  Here’s an example:  FixThisToilet.com.

Unfortunately, this example is not common.  Most brands are just serving up QR codes because they feel they should with no real thought as to how including QR codes will enhance or benefit the user experience.

Quick access to the web through a little printed matrix?  Great idea.  Sending the user to worthless information online?  Bad idea.  And the potential death of QR codes.

A Big Return for Little Money in Local Retail Branding

Friday, February 18th, 2011

A friend who is in retail marketing at a local bank asked the other day – “We only have $5,000 to spend, what should we do?” I really wanted to tell her to go to a tall building, and after alerting the local television stations, throw the money off the roof for passersby to pick. I’ll give the client her money back if some local station doesn’t run it.

But here is the right answer – she needs to fix some key pages on her bank’s retail website. She needs to make the World Wide Web the Local Wide Web. It isn’t a very old site, but really isn’t very well made for search engines and didn’t show up in any of the obvious searches by location that I or any prospective customer might have done. She didn’t have to do a lot to improve the site: page titles, meta information, some keyword-based html text would have gone a long way to correcting the problem. All told, a handful of pages could have been re-written, re-designed, and re-built for about $5,000 (it’s not a fancy site). And instead of 15-seconds of fame on the late news, her local brand would have a higher search return so that when people looked for a bank in their neighborhood, this lady’s bank might actually show up.

While we’re on this subject, a local retail brand with multiple locations has got to make sure each location is listed in text that the search engines can see. People that want tires in Glenview search “tires in Glenview,” not “tires.” So, if you have a location in Glenview, make sure the search engines know that. If you have a retail location in the town next to Glenview, you can also get your share of people looking for “tires in Glenview.” A simple way is – with each retail location, include a simple phrase that lists the communities around your location. So, if your location is in nearby Morton Grove, add: “Serving Morton Grove, Glenview, Niles, Skokie, Des Plaines.”

In retail branding, with a little effort, you can get a huge long-term return by making the World Wide Web the Local Wide Web.

More Flags. More Fun?

Friday, June 11th, 2010

Six Flags is once again running their Mr. Six ads for the summer season.  I guess to some people the Mr. Six character, developed in 2008 by Six Flags and Ogilvy & Mather Worldwide, could be classified as an icon to the Six Flags brand.  I disagree…my Fun-O-Meter is at a negative ten with the introduction of the newest ad campaign.  Just when I thought this campaign could not be any more over the top (which is saying a lot when your commercial blasts a Venga Boys song and a creepy old man with scary dance moves), it just got creepier and more insane.  Now there is a tiny old man dancing with the original old man.  I don’t understand why the people at Six Flags think it is funny, and how that could ever translate to more fun at a theme park.  I believe the average height for getting on rides is somewhere around 48” which will probably leave the new Little Six character hanging around the carnival rides.  Not sure how high that will rate on the Fun-O-Meter!  In the end I don’t wonder if the ads really translate into dollars for Six Flags, but I would still like to personally thank Six Flags for the memories, fun times, and the nightmares.  Ok, I’m done venting on annoying commercials for today!

 

Change Your Mind, Change The World

Wednesday, May 12th, 2010

MSI is proud to be part of the Center for Investigating Healthy Minds (CIHM) Celebration Event on Sunday, May 16th

Located at the Waisman Center at the University of Wisconsin-Madison, the CIHM is one of the world’s leading scientific groups dedicated to the study of how contemplative practices might play a useful role in changing the mind in a positive manner.

A Grand Opening Celebration event will be held in Madison this Sunday, May 16th, and will be celebrated with honored guests including His Holiness the 14th Dalai Lama, mindfulness pioneer Jon Kabat-Zinn, best-selling author Daniel Goleman and Wisconsin Governor James Doyle, among many others.

‘Change Your Mind, Change The World’ will be the conversational theme throughout the weekend, and we invite you to take part in this global discussion. We encourage you to share your thoughts about how, together, we can create a healthier world.  Click here to post your own statement, beginning with “Imagine…” or tweet your thoughts (#ImagineCIHM). 

While tickets for the event sold out in just over an hour, you can visit the CIHM blog for instructions on how to tune in to view the live Webcast.  

A Check-Up on Retailer Brands:

Tuesday, August 11th, 2009

Healthier Than Ever With Consumers.

A vital benefit of our work here is getting to be a fly-on-the-wall to one of the more interesting ongoing dialogues today: the one between Retailers and Manufacturers about who truly owns the hearts and minds of their shared Consumers; whom they really seek out and trust in purchase decisions, who truly owns their loyalty and preference, and what that’s worth in brand value and negotiating leverage between the two parties.

Not long ago people went to buy a nationally advertised brand like Tide at their local store–which then benefited from the traffic, sales and margins driven by carrying these preferred names. No need to advertise much if you were a store, just carry the right mix of stuff people want and let the manufacturers do the rest.

Today, of course, that’s shifted radically: stores are their own ‘brands’ and invest heavily in building an image, experience and loyalty with consumers around them equal to the biggest national brands. In turn, the mantra in many households has gone from “I need to pick up more Tide” to “I’m headed to Target, need anything while I’m there?”.

And if you ever needed more evidence of this phenomenon, just check out the success of those new in-store clinics populating Drug Store chains like CVS and Walgreens nationwide, offering basic services in lieu of a visit to the traditional doctor’s office.

minuteclinic3hdr-take-care-clinic2

 

 

 

Putting aside for a moment things like national healthcare debates and eternities wasted reading crappy magazines in waiting rooms, from a brand standpoint this is groundbreaking stuff. Whereas the old rule long held that consumer trial of a store brand was inversely proportional to its physical invasiveness or perceived risks (e.g. think paper towels versus eye drops) we’ve officially blown through that barrier to now trust retailers for injections, blood work and medical advice!

This all suggests two important things, to my mind:

1) Private Label brands have officially graduated from price-value propositions dependent on National Brands for context, to trusted and backed offerings from retailers about whom consumers have developed clear and (as beliefs and behaviors only grow more entrenched over time) lasting opinions.

2) Increased corporate transparency and consumer access to information are likely driving this (and Private Label trends generally) more than previously thought; that beautiful designs and strategies can connect consumers to PL brands in the store, but their growing consideration, relevance and esteem are primed long before through a mix of media, marketing and even word-of-mouth.

We’ll continue to watch these and other developments closely and update our perspective on them here. But for now, it certainly seems like Retailer and Private Label Brands are indeed more than just a fad or response to US belt-tightening– that we’ve entered truly new territory from which we won’t be going back again.

Ahhh the Hills of So IL…

Friday, April 24th, 2009

You may not realize this, but Illinois has hills. Pretty big ones, too. In fact, Southern Illinois – especially around the Shawnee National Forest – has some really rugged terrain and is absolutely gorgeous.

  

This is one of the reasons that it always amuses me when I hear people, including some of my favorite friends, talk about how Illinois ends when you get south of I-80… For one thing, since I grew up in Southern Illinois, I guess that logic would mean that I’m from another state…For another, there are lots of great things about Illinois outside of this wonderful city that I love – wineries, beautiful scenery and giant hills with amazing views just to name a few.

 

This past weekend, people from all over Illinois and 11 different states made the trek to check out So IL – especially the hills – because Saturday was the annual River to River Relay. More than 240 teams of eight run the distance between the Mississippi River and the Ohio River, which is a total of 80 miles. In case you haven’t already done the math, that means that each person covers about 10 miles, but that distance is broken up into three legs of three-ish miles each throughout the course of the day – providing a glorious combination of running, sitting, cheering, running, sitting, cheering and – for some of us – eventually celebrating being done with the running with some drinking.

 

But it’s definitely not just about running (or sitting, or cheering or even drinking)…everyone I’ve heard talk about it says they do it because it’s just a really fun day in a beautiful area, and I couldn’t agree more. This is how it works…

 

Each team rents a giant 15-passenger van that everyone rides in from exchange point to exchange point, which can be about 15 hours start to finish. As I’m sure you can imagine, it smells awesome by the end of the day…Most teams – at least the fun ones- transform their giant plain white vans into obscenely colorful and tacky ones. For my team – the “Munning Ruppets,” that looks a little something like this:

 

van

 

 As you can probably tell, we went with a patriotic theme this year. Specifically, the theme was “Ruppets Take the White House,” complete with all possible patriotic paraphernalia – both for the van and otherwise. A bit to our surprise, we did not win the award for Best Decorated Vehicle – another Chicago-area team – “No Country for Slow Men” went home with that honor; however, we did win Best Team Uniform. There is just something about making t-shirts and wearing obnoxious socks that makes everything more fun…

 

team-4

 

Throughout the course, there are organized exchange points where you cheer the runners as on as one team member finishes their leg and passes the baton onto the next runner. Then you high five, sweat profusely and everyone loads back into the van. Since most of the course follows roads, the van passes the runner on the way to the next exchange point, honking and cheering them on until the van disappears from sight and the runner is left with three miles to run by themselves (this neverending act of honking and cheering is exactly how our BFF team “The Honkin’ WooHoos” got their name – so clever those WooHoo’s).  Rinse and repeat 24 times without it ever getting old – really… Then at the last leg, the whole team meets the final runner and crosses the finish line together.

 

dark-21

 

Even though I can still feel the hills with every step I take, I’m already looking forward to next year! Registration for River to River sells out in less than five minutes every year, so if you’ve got to act fast if you want to get in.

 

But even if you have no interest in driving for hours to run up hills, I would highly recommend a trip “down south” for a nice change of scenery anytime!

 

 

 

 

 

 

 

Quirks, Perks and a Little Background

Friday, February 13th, 2009

In my first post, I thought I’d give you a first-hand glimpse into MSI to help paint a picture of where mixed nuts come from, as well as share a little background on how I found myself here….taking pictures with a banana phone…

 

Here are some of the quirkiest perks about working at MSI, at least from the view from my (windowless) office:

 

1.      There is free fruit every day.  It started with bananas, oranges, apples and the occasional pear, but just recently the selection has expanded to include a delightful bowl of grapes – both green and purple.  Now, admittedly there was some confusion when the grapes joined the produce basket…since no one here has the title Director of Fruit, each grape-grabber had the responsibility of washing their own and we affectionately referred to them as Dusty Grapes, which we then likened to a great name for a nightclub singer…anyway.  Also, the stems were never cut so unless you carried your own scissors with you as you did a drive-by fruit pick, you could only grab a few at a time – or all of them.  Now, thanks to the Amazing Olivia from Accounting, who stepped up to the plate and took on the role of Grape Guru, they are snipped, separated and rinsed to perfection! 

 

2.      Now, I don’t want you to think my entire focus will be on food, but we also have donuts every morning except Friday (why not? well, because we have cookies on those afternoons).  You may think daily donuts would be a great treat, but I disagree since my office is directly across from the kitchen, and I have to fight the urge to indulge, even with the smell of them wafting over all morning.  To be fair, there are also usually a couple of bran muffins, the occasional bagel and some random loaves of bread, which I still haven’t quite figured out… 

 

3.      Lois!!  Now this one’s not food-related, though we do call her the Brownie Bandit since she always stops by to offer us the leftover brownies and other desserts from client meetings (will power is definitely a requirement around these parts).  But really, Lois is not a quirky perk – she is one of my favorite nuts here at MSI!  The sweetest woman ever, Lois helps with everything that needs to get done to keep our office running smoothly and brightens up our days.  I know a few of us would like to make her our honorary aunt, so I should probably start drafting up that paperwork after I finish this post…

 

So I guess it’s kind of easy to see what drew me to MSI…not to mention jeans everyday, cool people, decent hours and the opportunity to be spread pretty thick (hmmm…not sure that one worked – if you don’t get it, I just mean that I’m not spread too thin here across too many projects and can actually focus on my clients and what needs to get done).   I’ve been here for just over two years, and since my previous agency was in the same building on a different floor (read: awkward interviews), making the move to MSI definitely showed that I’m not a huge fan of change.  Same train route, same security guards and same coffee shop – just different floor, different elevator and better nuts. 

 

So now that you kind of have an idea of where we’re blogging from, I’m looking forward to digging in! 

A Snapshot of my Conversation with Richie Davidson About Fixing Serious Flaws In Our Personalities

Friday, February 13th, 2009

Welcome to the MSI Blog.

We are asking our bloggers to write about any subject of interest to them, in addition to items of interest pertaining to our business.  So I am taking advantage of that freedom for this, our first blog.

 

My full time job is CEO of MSI.  In my spare time I write psychology books with support from the psychology department of the University of Wisconsin.

 

My specialty: The biology of human irrationality.  In a nutshell, when we act irrationally, it’s usually our brain’s limbic system acting out, capturing our intellect, so to speak.  That capturing might be for an hour or for years.  And by the way, we share that system with chimpanzees, et al.

 

I thought you might be interested in a conversation I had with Richie Davidson, who was named by Time Magazine in 2006 as one of the top 100 thinkers in the nation. He is a psychologist, psychiatrist and neuroscientist and a co-founder of the Health/Emotions Researcher Institute (I’m on its externalboard of advisers…very external), among other credentials.

 

I asked Richie how he thought we would get rid of our greatest mental flaws twenty five or fifty years from now.  For example, the flaws of an extreme paranoid - who is afraid to cross the street.  Or a psychopath who can feel little or no guilt, remorse, embarrassment or empathy, while having an abundance of aggression and egomania.  It turns out that about 1% of the world’s population is psychopathic, and probably an additional 12% or so are downright mean and ruthless. If we could fix them, look at the peace and quiet the rest of us might have.

 

All of our emotions, more than 200 of them are controlled by brain circuits or specific organs.  Fear, for example is controlled by the amygdala, about the size of a walnut.  These circuits and organs usually lie dormant until they are triggered by a sighting or a thought.  They are like third parties in our brains, ready to make us happy or drive us nuts, or make us too cautious, or a nuisance or a danger to others.

 

Since they are all biologically based, eventually we may be able to adjust the most wayward of them physically, sort of like fixing a hernia. When I was writing a book about power freaks, I attended a seminar and sat next to Mary Ellen Oliveri, then chief of the Behavioral Science Research Branch of the National Institute of Mental Health. I told her I was surprised at the lack of research on the topic.  She said that if they did the research and came up with a pill for power freaks, psychopaths, et al, who would take it?  In other words, she was suggesting, the Adolph Hitlers of the world were not about to take a pill.   People like that think the rest of us aren’t thinking straight.

 

Richie surmised that the answer way off in the future might lie in a genetic missile, introduced in our bloodstream that would somehow be directed to the specific brain circuitry involved. For psychopaths it might be the circuits controlling guilt, remorse, nurturance, and empathy which may not be operating at all.  The missile would attack the DNA in the cells of the circuitry involved and turn them on.  Boom, you’d have a psychopath who wants to hug you rather than kill you. 

A lot more would be involved in this including the questions of ethics, morality, judgment and so forth, but thought you’d appreciate the snapshot, if at this point you haven’t wandered off.

A Warm Welcome from All of Us Nuts!

Friday, February 13th, 2009

Welcome!!  All of us nuts here at MSI just want to thank you for stopping by and let you know that we’re happy to have you.

 

We’re really excited to share our stories, ideas and opinions with you – both personal and marketing-related, and we hope you’ll give us a chance to get to know you by commenting and interacting with us!

 

Grab a handful, and feel free to just drop your shells on the floor!  We’re that kind of place.