Branding Category

Are daily deals sites right for you?

By on April 23rd, 2012
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Seth Godin (the world’s most prolific/down to earth marketing guru) has a line:

“Share of wallet is easier, more profitable and ultimately more effective a measure than share of market”.

Which to me means that doing more with people who already appreciate you is better for you business long term. Makes sense. Most of us are familiar with the basic cost savings in selling, teaching, moving forward and maintaining projects with people we have an existing relationship with.

He also says:

“Your best customers are worth far more than your average customers”.

This makes me consider the ancillary benefits in a relationship with someone who values your offering. Beyond making it easier for you to serve them, they can be the ultimate source of better qualified leads. The people they send your way:

  • will be coming via someone they trust, and should be therefore easier to start a relationship with
  • will be coming for the right reasons, increasing the chances they’re a good fit for you

The article I’ll link you to in a second makes perhaps the most critical case for considering whether so-called daily deals site like Groupon are right for you. It, and the 100+ comments offer a solid education in thinking holistically about sales.

I found the article while searching for a quote I love about paying for things worth paying for:

When you buy something cheap and bad, the best you’re going to feel about it is when you buy it. When you buy something expensive and good, the worst you’re going to feel about it is when you buy it

Personally, I’ve leaned towards the sentiment shared by the author when he says:

The customers you attract only with a discount will disregard what you love about your own business, and won’t treat you with respect; both sides usually regret the transaction.

But the very first comment makes the point that, carefully considered, one could craft a deal that:

  • brings in the right prospective customers/partners
  • introduces them to new items
  • sells things you can still make a margin on

I still have a lingering distaste in my gut for the practice, but either way, you can certainly get insight to better inform your decision from the following post.

Groupon’s Success Disaster | Redfin Corporate Blog.




Retailer Says ‘Stop Shopping.’

By on March 22nd, 2012
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With the weather changing I’m suddenly hyper aware of all of the new bright spring clothes jaunting up and down the sidewalk. Bright pink skinny belts and matching loafers and the like.

While the clothes are optimistic, I can’t help letting a gnawing cynicism creep in. There’s no doubt that a lot of the garb I’m seeing comes from stores like H&M and Urban Outfitters–stores that sell trendiness at high volumes and at the lowest possible cost. These are clothes with a miniscule life cycle–built to not last.

However, if you own a Patagonia spring jacket or fleece, chances are you’ve had it or plan to hold onto it for a while. Still, there’s an inherent irony built into a store that promotes engaging with the outdoors and nature and, at the end of the day, encourages folks to buy more stuff that consumes energy and ruins that natural world.

Recently Patagonia looked this contradiction straight in the eye and found the courage to address it. Patagonia took a bold move by asking customers to buy less and extend the lifecycle of their products for as long as possible in order to “own up to all the harm we do and do our best to put an end to it.”

Patagonia courageously calls for “a new economy” which is focused on reducing overall consumption of things we don’t need–their products included. CEO Rick Ridgeway puts it this way:

The fundamental assumption that we can continue on a growth economy is flawed in the long term. We need to start talking about what we are going to do about it.”

Corporate philanthropy is usually about providing feel-good bandaid solutions to systemic problems. It’s rare for a manufacturer/retailer to question fundamental, underpinning systems as big as capitalism. But, like us Patagonia is a B Corp, so questioning how things are done is in their DNA.

And while they’re helping reimagine Capitalism, they’re taking steps to make sure they’re doing what they can to limit impact their clothes have on the environment. Patagonia has taken the following steps on their mission:

  • They offer to repair any ripped or damaged clothes for a small fee on 10 day turn around
  • They help you sell your used Patagonia clothes via their branded Ebay Channel and their own used clothing store
  • They provide links to resources that make the case for reducing consumption like The Story of Stuff
  • Offers a detailed care guide to empower customers to make their Patagonia stuff last a long, long time
Here’s a video manifesto they put together calling for a different kind of economy.

How do you manage to buy less? Do you think Patagonia is being hypocritical?




3 Ways Hockey Stops Climate Change

By on March 7th, 2012
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“Everybody Talks About the Weather, But Nobody Does Anything About It” –Mark Twain

 

The issue of climate change poses a number of serious marketing challenges: It’s complicated, it’s scary, it’s abstract. This leads many to look the other way, or worse, throw on a light jacket and talk about what an “amazing day” it is in the middle of January.

Last week, an article in the Toronto Star titled Death of Backyard Rinks Linked to Climate Change demonstrated how to market climate change and make it immediate, concrete and relevant. The key is speaking to communities of interest.

Researchers have determined that climate change will bring on a “significant shortening of the outdoor hockey season” in Canada. By highlighting this particular fact, this research became relevant to hockey lovers who cherish this national past time. For these (largely) guys the prospect of there being no more Wayne Gretskys–all within four decades– is unimaginable.

The researcher targeted specific communities of interest, and in so doing made the information matter.

Now, the key will be to find ways to create deeper engagement among these Canadian Hockey lovers so that the connection between outdoor hockey and climate change is deeply ingrained.

Here are some suggestions for how I could see environmental organizations working together to leverage the power of hockey lovers to tackle climate change:

  • There’s the World Outdoor Hockey Tournament, the US Pond Hockey Tournament  and many others. Every year hockey-freaks gather at these events to celebrate playing the game (again quoting from the US Pond Hockey site) ”the way nature intended.” Environmental groups have an opportunity to tap into the sense of nostalgia, manliness and connection to nature that truly resonates for these players. Hey Environmental Defence, form a team, set up a booth, interview the players about climate change and share the video, tweet from the event and set up a facebook group to Save Outdoor Hockey Rinks.
  • Start an Outdoor Hockey Tournament Fundraiser. There’s the Pro Am Skate for Alzheimers. It’s an established model, but doing this in connection to climate change on an outdoor rink makes tons of sense. Hey Sierra Club, I’m talking to you.
  • Sell outdoor rink kits as a social enterprise venture. Not Far From the Tree sold maple syrup kits for $50 because it was connected to their mission. Well guess what environmental groups? Now outdoor rinks are connected to yours. And these kits are in high demand as dads everywhere do their best to build rinks in an ever warming climate. And hey, David Suzuki Foundation, make sure they’re made out of recycled materials.



Fur Trappings: Are you Buying the Green Fur Campaign?

By on November 25th, 2011
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A big sign on the QEW announced “Fur Is Green.” I don’t often fall for ‘teaser’ campaigns, but this one had my curiosity piqued.

The campaign from the Fur Council of Canada makes the case that fur is a sound environmental choice. The claim may or may not be true. But that’s not why I’m choosing to spend time thinking about it. I’m more interested in pulling apart some of the rhetorical devices the Fur Council is using to make its case:

Apples to Apples: 

The campaign depends on measuring environmental impact of real animal Fur by comparing it to Faux Fur products made from petroleum:

Real fur is an organic material. « Faux fur » (fake fur) and most synthetics are made from petrochemicals. Like other plastics, these materials do not break down easily and will remain in landfills for centuries.

At first it sounds compelling, but let’s remember, not every person who opts out of wearing real fur goes out to get a faux fur coat in its place. There are may choices along the spectrum–some more green then others, many more green than petroleum based faux fur. But this little rhetorical device does it’s job rather well.

 

Hudson’s Bay Fur Outpost, Manitoba

 

Historical Smoke and Mirrors:

Harkening back to a better, simpler time, the site talks about trappers, artisans and family farms as if not a minute has rolled by since Hudson’s Bay set up shop:

The fur trade also maintains centuries-old craft traditions: each fur garment is individually cut and sewn by skilled artisans. The men and women of the North American fur trade are proud of the skills and traditions they maintain.

The fur industry is an $800 million dollar industry in Canada and much has changed over the last 300 years. Getting an industry up to that scale requires streamlining and modernization methods that are generally not in the best interests of the environment.

Anyway, we all know that just something has been done for a long time does not mean it’s something we want to continue doing today. Hello, anyone heard of slavery?

Greedwashing:

The Fur Council spends a lot of time letting you know that other organizations (namely non-profits like Peta) are greedy, thereby positioning themselves as the insider/informant who by extension is not greedy.

In their FAQ section they respond to the question “are those videos I’ve seen real?” referring to videos of animal cruelty likely circulating on the internet. The answer is quite telling:

Unfortunately there are many documented incidents of activist groups “staging” horrible videos to fuel their fund-raising drives. They do this because the stakes are high! Animal activist groups now rake in millions of dollars with sensationalized, media-driven campaigns.

Hmmm….I’m willing to believe that there are unscrupulous non-profit organizations out there, but let’s face it, the fur industry has a huge stake in convincing the public that fur is a “good” option. After all, even Hudson’s Bay closed its fur department in 1991. The New York Times said the choice was based on “the relentless campaigning of animal rights advocates and plunging demand that began with the 1987 stock market crash.”

Today there are fur departments in selected Bay stores. To put it mildly,  let’s just say the fur industry would like to keep it that way. In other words, if the stakes are high for PETA, they’re even higher for the Fur Association.

Infantilizing Anti-Fur Activists:

In response to a FAQ question “How can the use of animal to make a luxury product ever be ethical?” the site provides this, rather humorous response:

Most of us grew up with wonderful stories of Mama Bear and Baby Bear and we all love Bambi. But Nature is not Disneyland.

Wow. I think it’s fair to assume that Anti-Fur activists are concerned about much more than the loss of cartoon-species.

There are real concerns about the chemicals used to skin, produce and maintain fur once it’s hit the store shelves. This is what PETA refers to as “a soup of toxic chemicals.”

Yes, many of the concerns are about the treatment of animals, but of course it’s not romanticized ideas about Bambi that are on the minds of animal activists. It’s much more serious issues like factory farming, cruelty, etc.

 

At the end of the day, it’s hard to take animals out of the equation when thinking about fur. That’s why the very line “Fur is green” is so provocative. But would it be worth evaluating fur on it’s environmental merit–as divorced from environmental issues? Is there any way you could be convinced that fur is green? I’m (clearly) having a hard time being objective on this one.

 

 

 




Marketing Genius: Fruit Label Dissolves into Organic Fruit Soap

By on November 11th, 2011
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At Hypenotic we often talk about making sure what you create is useful and relevant. This boils down to the fact that it solves a problem for somebody and addresses their pain points.

Need a brilliant example? Enter Fruitwash stickers. This is so genius I can hardly stand it. Those stickers are a necessity for the checkout process, but oh-so annoying to the customer. I’ll admit, I’ve eaten my share of stickers only to discover the mishap later.

By contrast Fruitwash stickers dissolve into organic soap to remove pesticides from fruit and vegetables.

If you’re looking for inspiration about how to create meaningful marketing look no further then inventor Scott Amron who says.

“I’ve always been discontent with fruit labels and felt they could do more than just display product info and be difficult to peel off,” Amron told Gizmag. “We buy, wash and eat fruit. So, the wash step was the next thing the label should help with.”

How could you turn your ‘must have’ communications into something that will:

  • Meaningfully engage people
  • Help them do what they need to do anyway
  • Make sure a touch point takes away customer’s pain points?
In this regard, this little invention is pure genius. To read more, check out the article in Discovery News.



Lytro Takes a Bite from Apple

By on October 20th, 2011
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Lytro Red Camera

It’s a sexy piece of technology and if you haven’t already heard of the game changing Lytro cameras you will soon. Lytro just unveiled a line of “light field” cameras that capture more colour, intensity and light per shot than traditional cameras. That makes for more vibrant photos, but most importantly, it allows users to change the focus within an image after it’s been taken. That’s right, you focus after you’ve taken the shot. (You can play around with how it all works on Lytro’s site.)

The camera is elongated with a rectangular shape. The lens is on one end and a LCD touch-screen display on the other. Power and shutter buttons, a USB port, and a touch-sensitive strip to move through its 8X zoom range are arranged along the sides. It boasts 8 gigs of storage and comes in 3 colours. Oh yeah, one more thing, they’ve included a social feature so that you can instantly share to Facebook.

Lytro sticks out from the crowd

Besides the revolutionary technology inside the camera, what is really striking is the design of the camera itself. The device looks nothing like a traditional point-and-shoot. It’s simple, clean, user-friendly and well, Apple-esque. If it had a metallic casing and the Apple icon you might even think that is was part of the Apple product lineup. Even browsing Lytro’s site, you can see elements of Apple in the sites use of colours, whitespace, gradients and simple actions.

Aesthetically pleasing objects appear to the user to be more effective, by virtue of their sensual appeal.

Just like Apple, you can see the thought that went into the design and how we might want/need to interact with it. It’s not only a product based on the principles of emotional design, it’s also a company that seems to have adopted and pushed Apple’s “Think Different” mantra into the photography space. And like the iPad, a product we didn’t know we needed until we held it in our hands, Lytro seems to have achieved the same thing.

To capture the complexity of “light field” technology and place it within a simple design is a pretty amazing thing. And as Steve Jobs said, “simplicity is the ultimate sophistication.”




The Barry Beau’s Beer Prototype Has Arrived!

By on October 14th, 2011
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The Barry Beau’s Beer prototype has arrived! It was way back in the spring when Barry bid on and won the brilliant Beau’s auction item in support of one of our favourite organizations Not Far From the Tree.

Now we’re so close we can feel it….

This gorgeous prototype just hit the Beau’s Brewery production line. That means we’re just weeks away from being able to buy it in stores. The Barry Beau’s Beer bottles will be available for purchase at the LCBO starting in early November. Barry’s face will adorn bottles of Lug Tread, Night Marzen and Bog Water.

There will lots more fun announcements when we can get a mug of this mug, but in the meantime, have a look-see.




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