Will that new dresser fit in my apartment? These are definitely questions I have asked myself before purchasing a new piece of furniture. I can certainly use some assistance in figuring this out and many people can too, as this is recognized as a common barrier to purchase.
This is exactly the problem Ikea has addressed with their latest Augmented Reality mobile app for the German market.
http://www.mobilecommercedaily.com/ikea-uses-augmented-reality-to-launch-ps-furniture-collection/
By downloading the app, it will allow me to see exactly how a piece of furniture looks in my home. I can adjust the piece of furniture in different directions to see where it could potentially fit. By doing this, it eliminates any uncertainty I may have before purchasing furniture. It eliminates the guess work and hassle of potentially buying something that doesn't fit or look right.
As I have mentioned in previous posts, there is a lot of new, exciting technology available, but how practical is it? Is it more of a marketers response to "just do it now" without proper planning or does it provide added value?
It looks as though Ikea took the time to understand their customers and how they can develop an application to assist them. They recognized a key barrier to purchase was whether or not a piece of furniture would fit or look right in a customers home.
This app is an example of technology that addresses customer need and provides an added value to assist the customers purchasing decision.
Tuesday, December 29, 2009
Monday, December 21, 2009
What to look for in 2010
2 more weeks until the new year, and with that here are some of the emerging tactics to look forward to (and continue) in 2010. It should come as no surprise that Social Media, Video, Mobile Marketing and Augmented Reality will be at the top of people's minds. Look for a variety of these tactics to be merged with each other creating a truly integrated experience. Let's take a look at some of these tactics in action, and what we may be able to learn from them.
1. Utilizing video to showcase new product: Google Chrome
I actually watched the "making of" video of this as well, which is very interesting. The objective was to simplify things. Look at the key features of Google Chrome (speed, security, stability etc.) and articulate the benefits.
Customers want to clearly understand the benefits of a product. Plain and simple. What is the product's utility? This video clearly does that, giving the prospective customer a clear idea of what he/she would be getting.
2. Using Augmented Reality to pick a package size for USPS
I think AR can be very beneficial and useful in the future. This is a pretty good example of how USPS allows the user to figure out the correct size of the box for a shipment. But I must first ask, is that a major problem for people who work in that capacity? Do they regularly pick the wrong box prior to a shipment? Maybe that is a pain point, I don't know. Point being, make sure there is a need prior to engaging.
3. Guinness taking to Social Media with Facebook/Google Earth engagement
http://www.bringittolife.tv/index.php
I think this Facebook/Google Earth idea is extremely engaging and visually appealing, however, I will be very curious to see how this plays out. They are building an interactive experience, which certainly will engage users and create a stickiness with the Brand. But which users? New or Existing? Will people want to go through all the steps in order to set this up?
In order for this to work you need to have Google Earth or a plug in. The objective is to create your own world using terrain from real locations and then get their friends to participate using Facebook. The more diverse the planet, the more droplets of water appear ultimately unlocking a pint of Guinness. Over time the user can win a case of beer with the grand prize being a year supply of Guinness.
4. Zipcar's iPhone Mobile App connects customers
http://www.wired.com/autopia/2009/06/zipcar-iphone/http://
Zipcar partnered with Apple to create a very useful and practical application for iPhone users. You can now choose and find a Zipcar on the go via this application. It works with GPS and Google Maps to help you locate the right car for you. My only thought on this (as mentioned in a previous post) is what about the non iPhone users? It is mentioned about 25% of Zipcar users own iPhones. What about everyone else? Maybe I am missing something here, but it seems you can apply some type of mobile applications to more than just 25% of the people.
Summary:
I can't stress enough that in order for any of these tactics to be successful, you must re-evaluate your customers. Understand the segments that make up your target. You then need to monitor them on an ongoing basis so you can evolve with them and provide the appropriate segment with the right approach. Now, with more ways than ever to engage with the customer you need to be more relevant than ever in their eyes. It should go without saying, we need to give the customers what they want, when they want it. We need to listen to them first, understand them, then determine what the best tactic would be for them.
Happy Holidays to everyone!
1. Utilizing video to showcase new product: Google Chrome
I actually watched the "making of" video of this as well, which is very interesting. The objective was to simplify things. Look at the key features of Google Chrome (speed, security, stability etc.) and articulate the benefits.
Customers want to clearly understand the benefits of a product. Plain and simple. What is the product's utility? This video clearly does that, giving the prospective customer a clear idea of what he/she would be getting.
2. Using Augmented Reality to pick a package size for USPS
I think AR can be very beneficial and useful in the future. This is a pretty good example of how USPS allows the user to figure out the correct size of the box for a shipment. But I must first ask, is that a major problem for people who work in that capacity? Do they regularly pick the wrong box prior to a shipment? Maybe that is a pain point, I don't know. Point being, make sure there is a need prior to engaging.
3. Guinness taking to Social Media with Facebook/Google Earth engagement
http://www.bringittolife.tv/index.php
I think this Facebook/Google Earth idea is extremely engaging and visually appealing, however, I will be very curious to see how this plays out. They are building an interactive experience, which certainly will engage users and create a stickiness with the Brand. But which users? New or Existing? Will people want to go through all the steps in order to set this up?
In order for this to work you need to have Google Earth or a plug in. The objective is to create your own world using terrain from real locations and then get their friends to participate using Facebook. The more diverse the planet, the more droplets of water appear ultimately unlocking a pint of Guinness. Over time the user can win a case of beer with the grand prize being a year supply of Guinness.
4. Zipcar's iPhone Mobile App connects customers
http://www.wired.com/autopia/2009/06/zipcar-iphone/http://
Zipcar partnered with Apple to create a very useful and practical application for iPhone users. You can now choose and find a Zipcar on the go via this application. It works with GPS and Google Maps to help you locate the right car for you. My only thought on this (as mentioned in a previous post) is what about the non iPhone users? It is mentioned about 25% of Zipcar users own iPhones. What about everyone else? Maybe I am missing something here, but it seems you can apply some type of mobile applications to more than just 25% of the people.
Summary:
I can't stress enough that in order for any of these tactics to be successful, you must re-evaluate your customers. Understand the segments that make up your target. You then need to monitor them on an ongoing basis so you can evolve with them and provide the appropriate segment with the right approach. Now, with more ways than ever to engage with the customer you need to be more relevant than ever in their eyes. It should go without saying, we need to give the customers what they want, when they want it. We need to listen to them first, understand them, then determine what the best tactic would be for them.
Happy Holidays to everyone!
Wednesday, December 16, 2009
Achieving a Successful Word of Mouth Campaign....
begins with understanding the science behind advocacy and amplification. These are recognized as the key drivers in a successful WOM campaign. But what makes people talk and effectively drive others to buy something?
I was lucky enough to sit in on a webinar delivered by Steve Knox last week. He is the CEO of Tremor the word of mouth marketing division at P&G. He explored the essential psychology involved in creating a successful WOM campaign. Let's explore this foundation.
People want to talk, (it's who we are) and we basically talk for 2 reasons:
1. To reveal a surprising piece of information that will help my friends out
2. To reveal a surprising piece of information that if I tell you will reflect positively on me
OK, seems simple enough, but how do we do this? For the sake of this conversation, I am going to make up a fictitious Airline, Air Saccone. I will use examples related to this to clarify each of the steps.
Step 1:
The first step is to identify the foundational truth about your brand...What does your brand stand for and how is it perceived by everyone? This is something that MUST remain constant in order to achieve success. For Air Saccone, we are a reliable airline in the continental USA. If you're talking about something that is far removed from the foundation of your brand it won't have any credibility and won't gain traction.
Step 2:
Understand the schemas, or mental models of how people perceive your product/service. Basically these are the truths we believe, for instance "flying is a hassle". Extensive research of your target is needed to fully understand the schemas at play for your product/service. These schemas by themselves, aren't talked about by people since they are widely assumed by everyone and not noteworthy.
Step 3:
Interrupt these everyday schemas. Create a DISRUPTION in people's equilibrium and they'll want to talk about it. Create the "unexpected" and achieve advocates.
For Air Saccone, the disruption to "flying is a hassle" may be "They provide your luggage immediately after getting off the plane", there is no need to go to baggage claim. Wow! I know if I flew on an airline that offered that I would tell everyone. Heck, when I realized Jet Blue had TV's in every seat I told everyone. People will speak when they experience the unexpected! Create a Disruption!
Step 4:
Amplification. Spread the word through connectors. Find people with wide and deep social networks. People that like to talk and spread the news that you don't have to wait for your baggage if you fly Air Saccone. Again, this takes extensive research and time to identify these key people. (Keep in mind, it is not always early adopters, connectors are spread throughout the entire product life cycle). Encourage both offline and online discussions. Engage your connectors with your product or service. Pick a few people and give them free airline tickets on Air Saccone. Get them engaged...That way they have a tangible story to tell.
Step 5:
Test! Set up control markets with and without connectors. Monitor the results and react accordingly.
To summarize if executed properly advocacy can be achieved through creating a positive disruption in a persons schema (that relates to the foundational truth of the brand). Amplification, by identifying the right connectors, will help spread your message and get people engaging in your offering.
Implications:
Although made up, I think Air Sacone articulates how the mind works and what makes up a sustainable word of mouth campaign. I realize, this isn't always practical with some products or services, but you can always create a disruption, if not product related, but service related. Look what you can do to change people's perception and get them talking. I feel strongly that people will talk about positive customer experiences. This is in control of most companies. Look within your own company to see what you can do differently. Do something nobody else is doing. Maybe offer free lunch every Tuesday at Bank XYZ or instead of taking a test drive, take the car home for a day...
Word of Mouth is the most trusted source for product trial. Knowing that, doesn't it make sense to take time to understand it.
I was lucky enough to sit in on a webinar delivered by Steve Knox last week. He is the CEO of Tremor the word of mouth marketing division at P&G. He explored the essential psychology involved in creating a successful WOM campaign. Let's explore this foundation.
People want to talk, (it's who we are) and we basically talk for 2 reasons:
1. To reveal a surprising piece of information that will help my friends out
2. To reveal a surprising piece of information that if I tell you will reflect positively on me
OK, seems simple enough, but how do we do this? For the sake of this conversation, I am going to make up a fictitious Airline, Air Saccone. I will use examples related to this to clarify each of the steps.
Step 1:
The first step is to identify the foundational truth about your brand...What does your brand stand for and how is it perceived by everyone? This is something that MUST remain constant in order to achieve success. For Air Saccone, we are a reliable airline in the continental USA. If you're talking about something that is far removed from the foundation of your brand it won't have any credibility and won't gain traction.
Step 2:
Understand the schemas, or mental models of how people perceive your product/service. Basically these are the truths we believe, for instance "flying is a hassle". Extensive research of your target is needed to fully understand the schemas at play for your product/service. These schemas by themselves, aren't talked about by people since they are widely assumed by everyone and not noteworthy.
Step 3:
Interrupt these everyday schemas. Create a DISRUPTION in people's equilibrium and they'll want to talk about it. Create the "unexpected" and achieve advocates.
For Air Saccone, the disruption to "flying is a hassle" may be "They provide your luggage immediately after getting off the plane", there is no need to go to baggage claim. Wow! I know if I flew on an airline that offered that I would tell everyone. Heck, when I realized Jet Blue had TV's in every seat I told everyone. People will speak when they experience the unexpected! Create a Disruption!
Step 4:
Amplification. Spread the word through connectors. Find people with wide and deep social networks. People that like to talk and spread the news that you don't have to wait for your baggage if you fly Air Saccone. Again, this takes extensive research and time to identify these key people. (Keep in mind, it is not always early adopters, connectors are spread throughout the entire product life cycle). Encourage both offline and online discussions. Engage your connectors with your product or service. Pick a few people and give them free airline tickets on Air Saccone. Get them engaged...That way they have a tangible story to tell.
Step 5:
Test! Set up control markets with and without connectors. Monitor the results and react accordingly.
To summarize if executed properly advocacy can be achieved through creating a positive disruption in a persons schema (that relates to the foundational truth of the brand). Amplification, by identifying the right connectors, will help spread your message and get people engaging in your offering.
Implications:
Although made up, I think Air Sacone articulates how the mind works and what makes up a sustainable word of mouth campaign. I realize, this isn't always practical with some products or services, but you can always create a disruption, if not product related, but service related. Look what you can do to change people's perception and get them talking. I feel strongly that people will talk about positive customer experiences. This is in control of most companies. Look within your own company to see what you can do differently. Do something nobody else is doing. Maybe offer free lunch every Tuesday at Bank XYZ or instead of taking a test drive, take the car home for a day...
Word of Mouth is the most trusted source for product trial. Knowing that, doesn't it make sense to take time to understand it.
Tuesday, December 15, 2009
Social Media Done Right...
Can effectively be used to your advantage. Social Media has become an extremely powerful way of reaching and interacting with your customer base. Integrating it into your marketing mix can prove highly beneficial...The key word is "integrating" it in. JC Penny has done a good job of this during the holiday season, let's see why.
With the commercials I've seen as well as the FSI I received, the primary call of action drives users to facebook: Become a fan at facebook.com/jcpenney
http://www.facebook.com/jcpenney
There users can then interact with the brand in various ways including of course viewing and purchasing products. They can also see what other users have to say and donate to a giving tree. This creates a positive interactive experience for the customer.
It also allows marketers to gather insights from what people are saying and react...For instance someone was upset they saw an item on sale after they purchased and JCP immediately responded:
JCPenney:
Hi John Doe- We do allow one-time sale price adjustments within 7 days of your purchase with the original sales receipt. The store should take care of the price adjustment for you. Hope this helps!
JCP also tapped into twitter (and hired connected blogger/tweeter SavvyAuntie on cyber monday) to provide daily updates on gift items:
jcpenney
Looking for the perfect gift for your little princess? Check out JCP's Daily Deal at http://bit.ly/Dd1214.
As real time search materializes, utilizing Twitter will become even more important.
JC Penney is accomplishing some very important things here:
1. Driving sales for the holiday season
2. Fostering a communal environment that allows customers to interact with one another
3. Creating an ongoing dialogue with their customers
Utilizing social takes time, planning and commitment not only to create an engaging experience, but to monitor and react appropriately.
Think before you social!
With the commercials I've seen as well as the FSI I received, the primary call of action drives users to facebook: Become a fan at facebook.com/jcpenney
http://www.facebook.com/jcpenney
There users can then interact with the brand in various ways including of course viewing and purchasing products. They can also see what other users have to say and donate to a giving tree. This creates a positive interactive experience for the customer.
It also allows marketers to gather insights from what people are saying and react...For instance someone was upset they saw an item on sale after they purchased and JCP immediately responded:
JCPenney:
Hi John Doe- We do allow one-time sale price adjustments within 7 days of your purchase with the original sales receipt. The store should take care of the price adjustment for you. Hope this helps!
JCP also tapped into twitter (and hired connected blogger/tweeter SavvyAuntie on cyber monday) to provide daily updates on gift items:
jcpenney
Looking for the perfect gift for your little princess? Check out JCP's Daily Deal at http://bit.ly/Dd1214.
As real time search materializes, utilizing Twitter will become even more important.
JC Penney is accomplishing some very important things here:
1. Driving sales for the holiday season
2. Fostering a communal environment that allows customers to interact with one another
3. Creating an ongoing dialogue with their customers
Utilizing social takes time, planning and commitment not only to create an engaging experience, but to monitor and react appropriately.
Think before you social!
Thursday, December 10, 2009
The Subservient chicken had nothing on her....
Burger King is at it again, this time introducing us to the Subservient shower girl (for their UK market).
http://www.burgerking.co.uk/showercam
But again, while very cool and very SEXY, will this increase sales of BK breakfast? Maybe the shower girl will actually serve us our food in bed, that would drive sales!!!!! But I don't think that's the case.
What I heard, while the SUB was a viral success, it didn't really increase sales of the chicken sandwich (which was likely the stated goal of the initiative).
Definitely something to monitor over the coming weeks/months...But something also that needs to be understood with Viral, cool doesn't always = Success....
http://www.burgerking.co.uk/showercam
But again, while very cool and very SEXY, will this increase sales of BK breakfast? Maybe the shower girl will actually serve us our food in bed, that would drive sales!!!!! But I don't think that's the case.
What I heard, while the SUB was a viral success, it didn't really increase sales of the chicken sandwich (which was likely the stated goal of the initiative).
Definitely something to monitor over the coming weeks/months...But something also that needs to be understood with Viral, cool doesn't always = Success....
Wednesday, December 9, 2009
These are not the (An)Droids you're looking for....
Maybe not just yet, but it seems in fact, Android is creating quite a buzz....Gartner studies show that Android market share will jump to 14.5% in 2012!!!! (they are currently at 3.5%).
Since there are conflicting definitions of how to define a Smartphone, for the sake of this discussion lets say it's any handset that uses a high level OS that can run multiple applications at once...
Right now, the current global smartphone market share as of (Q3/09) is Symbian (Nokia) 39% RIM (Blackberry)20% Iphone 17% and Android 3.5%. *
Let's also look at what this means for the immediate future of mobile marketing? According to the Gartner report, Android is going to grow and grow fast and begin to take some marketshare away from the iphone...Maybe this is a wake up call to marketers to start paying more attention to the other platforms?? As a blackberry owner, I don't understand why there isn't more marketing emphasis towards us. Yes, I know we aren't known for cool apps, but still, you can't ignore 20%.
Never underestimate the iphone, and chances are the other providers will be continually upgrading their offerings too, but I think there needs to be a greater marketing awareness and emphasis towards other mobile platforms. Again, we are talking about over 60% of smartphone users.
The bottom line is I think you really need to understand your target and what cross-section of the smartphone world they belong to. Understand the devices they are using, how they are using them and help define what could be functionally beneficial to them. Let's look beyond a "cool app". Do I really need an app to disguise my voice???
This will help inform the right mobile strategy for your client, and ultimately help their customers.
*Source: http://mobility.cbronline.com/news/smartphone_sales_up_128_in_third_quarter_says_gartner
Since there are conflicting definitions of how to define a Smartphone, for the sake of this discussion lets say it's any handset that uses a high level OS that can run multiple applications at once...
Right now, the current global smartphone market share as of (Q3/09) is Symbian (Nokia) 39% RIM (Blackberry)20% Iphone 17% and Android 3.5%. *
Let's also look at what this means for the immediate future of mobile marketing? According to the Gartner report, Android is going to grow and grow fast and begin to take some marketshare away from the iphone...Maybe this is a wake up call to marketers to start paying more attention to the other platforms?? As a blackberry owner, I don't understand why there isn't more marketing emphasis towards us. Yes, I know we aren't known for cool apps, but still, you can't ignore 20%.
Never underestimate the iphone, and chances are the other providers will be continually upgrading their offerings too, but I think there needs to be a greater marketing awareness and emphasis towards other mobile platforms. Again, we are talking about over 60% of smartphone users.
The bottom line is I think you really need to understand your target and what cross-section of the smartphone world they belong to. Understand the devices they are using, how they are using them and help define what could be functionally beneficial to them. Let's look beyond a "cool app". Do I really need an app to disguise my voice???
This will help inform the right mobile strategy for your client, and ultimately help their customers.
*Source: http://mobility.cbronline.com/news/smartphone_sales_up_128_in_third_quarter_says_gartner
Tuesday, December 8, 2009
If you didn't believe in the power of social media...
In our ever evolving world, Google has introduced Real-Time Search...Twitter feeds, news articles all available to us in real time....This will add a new level to optimization as well as offer interesting promotional angles for marketers (among other things)...Let's put our thinking caps on! What do you think??
You can check this out by going to google trends and clicking on any hot topic....For example, our favorite Tiger is in the news...
http://www.google.com/search?q=woods%20tiger&hl=en&gl=us&esrch=RTSearch&rtfu=1260290024&usg=92c0
You can check this out by going to google trends and clicking on any hot topic....For example, our favorite Tiger is in the news...
http://www.google.com/search?q=woods%20tiger&hl=en&gl=us&esrch=RTSearch&rtfu=1260290024&usg=92c0
Monday, December 7, 2009
Brand Advocates
A Brand Advocate can be defined as: "A customer who has favourable perceptions of a brand and who will talk favourably about a brand to their acquaintances to help generate awareness of the brand or influence purchase intent".....
What do you think brands could do better to achieve advocacy?
What do you think brands could do better to achieve advocacy?
Subscribe to:
Posts (Atom)
