Posts by Lauren McCabe:
- Be friendly, but not a friend
- Manage 360 – remember, you’re still an employee and also have a supervisor
- Share the credit, Never the blame
- Maintain Communication and Transparency
- Hire Only the Best People
- Don’t be a “Boss”
Vanilla, Lavender … Hamburger?!
May 7th, 2010
Sometimes there’s nothing better than the smell of hollyberry to get you in the Christmas spirit or the warm aroma of pumpkin spice to get your ready for that Thanksgiving feast. Well, the team at White Castle dipped into that insight and has unveiled a new “hamburger and onion” scented candle to promote the fast-food chain.
Scientists have said that the sense of smell may be the most powerful tool in bringing up memories and, for marketers, it can be the sense that leads to greater sales. Companies have been using smell techniques for quite some time. In 2007, Fox used scratch and sniff print ads to advertise the film Mr. Magorium’s Wonder Emporium where readers could scratch a tab and get a whiff of a frosted cake. The California Milk Processor Board even got into the olfactory act by promoting their “Got Milk?” campaign with the smell of chocolate chip cookies at bus shelters in San Francisco. However, that campaign was pulled down due to complaints about possible asthma attacks.
I think what White Castle has done is pretty funny (hence the reason I’m writing about it), but I’m not sure what it will do to increase sales. According to the company, the candle is already sold out, but I would guess that the people who bought the candle are already fans of the chain or are those crazy collectors who set up museum shops in their garages. Perhaps lighting this candle may promp loyal slider fans to purchase more frequently due to the constant smell of meat in their homes. However, I’m not entirely buying it … the campaign nor the candle.
What’s in Your Wallet?
April 28th, 2010
That VISA or MasterCard in your pocket may not just help you to buy those cute little sandals from Macy’s or make a quick run for office supplies at your nearest Staples store. Your credit card, along with the help of a company called Cardlytics and its marketing partners, may also earn you some extra money.
The Cardlytics system is based on tracking purchasing data and then offering you, the consumer, special discounts based on what you buy – kind of like using your loyalty card at the supermarket or convenience store. According to a recent article in AdAge, Cardlytics has signed up with a wide range of companies to offer special discounts to customers directly on their credit card statements. For example, if you purchase a Big Mac from McDonald’s, then on your next credit card statement where you see that purchase transaction listed, you’ll also see an offer for 10% cash back on your next purchase. In order to redeem the offer, you just need to activate the reward online and the next time you use the same credit card at a McDonald’s, the offer is automatically applied.
There are some critics that say that the Cardlytics program is an invasion of privacy since it tracks what you buy, from where and how often. However, if you think about it, it’s no different than the loyalty programs that retailers like Safeway, Best Buy and CVS have been using for years – just without the coupons and loyalty card you usually keep on your keychain.
In my opinion, data systems like these are the key in creating more effective and personalized marketing messages. It will not only enable marketers to reach the customers that are of value to them, but also help consumers hear about the products they want and help save some money at the same time.
The Quick and Dirty About QR Codes
April 13th, 2010
If you’re an avid reader of Chicago’s Red Eye, then you’ve probably spotted their weekly promotional ”mystery” code contests. But, you’ve probably also wondered what the heck those black and white, square codes are and how you actually win the contest. Well, my friends, this is the latest craze taking over mobile advertising and, in my opinion, it will also be the future for disseminating information … on billboards and on products.
QR Codes, or quick response codes, is a bar-code-like code that you take a picture of with your iPhone, Droid or other smartphone and you are immediately brought to a corresponding website. For example, take a picture of a QR code placed on a billboard for Hawaii and you are immediately taken to the Hawaii Tourism Board’s website right on your phone. (This is a real example I saw in Tokyo.)
QR Codes were developed in Japan in the 90s and after traveling there this past summer as part of a Global Marketing class while at Northwestern I can attest that they are everywhere: on billboards, in magazines, even on shampoo bottles. Now, they are coming to America.
The whole ”snap and connect” idea is not new. I’ve seen Scholastic media use it as a marketing solution for their magazine clients when I worked at PBS KIDS and, more recently, Playboy used it in an ad for their annual Swimsuit Issue in a recent edition of Marie Claire magazine. However, QR codes expands the technology from pure advertising to a logistical solution.
One company that is really embracing this new technology is Best Buy. While walking down Fifth Avenue in New York City during the Easter weekend, I noticed that Best Buy is prominantly displaying a QR Code in its window display. I’ll admit that I’m not entirely surprised that Best Buy is using QR Codes. I worked on a project last summer for the company in which our team recommended that they use QR Codes for their mobile marketing strategy. But, how Best Buy decides to use QR Codes can really impact how consumers get product information and even purchase a new HDTV or DVD player right from their mobile phone. All you need is to download a QR Code reader.
Keep your eyes open as these codes will undoubtedly be popping up in more places. Perhaps, you’ll receive a resume with one right on the bottom-right corner.
The Reality of Being a Manager
April 9th, 2010Many young professionals my age are moving up in our careers and are finding ourselves looking at jobs that have the word “manager” in the title. For some, it’s just a rank within a company. But for others that word actually brings with it the responsibility of actually managing others.
Today’s blog post is less about marketing and more about career development, especially as more of us are landing jobs. I recently read a really great article in Forbes that outlines some key points to keep in mind as we go from being assistant or specialist to managers or directors. I highly advise to read the entire article, but if you don’t have the time here are some key points:
Congratulations to everyone who has landed a job, whether it be managerial or not. For those of us still in the job market, don’t worry – we’ll be ready when it comes!
Attack of the Peeps!
April 2nd, 2010
It’s that time of year when the weather starts to get warmer, flowers start to bloom and bright yellow, blue and pink sugar-coated marshmallow bunnies and chicks take over newspaper websites all across America. In honor of Easter this weekend, it’s time to talk about the annual Peeps diorama contests!
Having lived in Washington, DC prior to coming to Chicago, I have beared witness to the amazing creativity of local artists and everyday citizens who contribute to the Washington Post’s annual Peeps Show. This year, the winner created the flying house scene from Pixar’s latest blockbuster Up! and constructed the huge balloon that lifts the house entirely out of Peeps.
But what I didn’t realize was that this annual homage to the Easter confectionary was not just a DC thing. This contest takes place all across the country. Just Born, the makers of Peeps, started the contests and provides prizes to the dozen-or-so newspapers and media partners who sponsor the contests. For example, the first place winners receive a gift box including a Lenox China Peeps item as well as a ton of Peeps candy. I’m sure for the small cost of some pretty plate or candy dish and some free samples, Just Born is realizing a large return on their marketing investment.
Take a look at some of the contest entries from around the country. I’m sure you’ll be wanting to eat a Peep when you’re done!
Washington Post – Peeps Show IV
Pioneer Press Marshmallow Peeps Diorama Contest
Chicago Tribune Peeps on Parade
University of Chicago Magazine Peeps Diorama Contest
Don’t Get “Lost” Being Focused Solely on Quantity
March 30th, 2010
For those of us who have stuck with ABC’s Lost for the past six seasons, our dedication and our eyeballs are being rewarded with higher advertising rates. The Alphabet network is now selling 30-second spots for the show’s series finale (scheduled for Sunday, May 23) for a whopping $900,000. This is a 400 percent increase from what ABC was charging for the commercial time during last year’s upfront selling season.
What does this tell us? Well, first, it continues the upward trajectory for event-based television. Even though Lost has lost a large percentage of its audience since it first debuted in 2004 and will probablly not even come close to the number of viewers who watched this year’s Super Bowl or Oscars, it will still bring in a wide audience wanting to know the ultimate secrets of the Island and the fate of the passengers of Oceanic Flight 815. My bet is that many lapsed viewers will tune in, even if they will probably not get half of what is going on.
Second, television viewers and advertisers understand how much of a cult phenomena this show has become. Lost fans like myself tend to text, tweet and update our Facebook status based on what is happening on our televisions. For us, Lost is not just an hour each week sitting on our couches being entertained. It’s hours talking around the watercooler and reading blogs trying to figure out the show’s mysteries. Talk about engagement! Chances are, viewers will not be changing the channel during the commercial break. We’ll be valiantly discussing what we just saw with our friends at our Lost viewing parties just in time for the next segment to start.
So, for any marketer, whether you are buying time on Lost or selling space on your own website, its important to realize that sometimes the quality and passion of your audience is just as important and profitable as the quantity. If your fans and consumers are talking about your brand whether it be through social networks or just to their friends and family, that’s worth the investment in creating an engaging and buzz-worthy product experience.
One-Stop Shops for Media Multitasking
March 23rd, 2010
How many of us have found ourselves sitting on the couch watching tv with our laptop or our smartphone so that we can update our Facebook status or tweet about what we were watching? Well, this year’s increase in ratings for major live television events such as the Grammys, the Super Bowl and the Olympics certainly shows that there are many of us who are multitasking with our media.
Some media companies like CBS tried to take advantage of this viewer behavior by creating a video chat room services such as “Watch & Chat” on cbs.com to exploit this behavior with online video. I’ve gone on a couple of times to share some laughs while watching How I Met Your Mother. However, seeing what strangers are saying about Barney’s latest conquest is not as fun as talking with my friends Manny and Eric via text or exploring show blogs while I watch. I’m always going back and forth from window to window; never really focusing in on the show.
To combat this, NBC took a lesson from the creative geniuses at PBS KIDS* and announced yesterday that it will be placing an online video player among show-related content such as games, quizzes and blogs to keep viewers on its site and help enhance the viewer experience. In September of 2008 PBS KIDS launched the PBS KIDS GO! Broadband Channel, a digital playground where kids can watch their favorite episodes of shows like Arthur, WordGirl and Cyberchase while also playing games related to select episodes. Sure, NBC’s content is quite different, but the basics are the same: more activities that keep the audience on your site longer which generate greater fan buzz and longer page views. That equals more revenue from advertisers.
While this doesn’t apply to the PBS KIDS site since it does not support advertising, NBC’s content will be strategically integrated with consumer brands. For the Peacock, that means more revenue. For marketers, that means more engaged eyeballs. And for users, well, it means multitasking brought to you by a commercial sponsor.
*Please note that I worked at PBS KIDS and helped launch the PBS KIDS GO! Broadband Channel.
Shamrock Shake River
March 18th, 2010
Outside of the Emerald Isle, there are not too many cities known for their St. Patrick’s Day celebration like the city of Chicago. Much of that is due to the annual dying of the Chicago River. Thousands of St. Patty’s Day revelers line the waterfront and bridges that span this famous waterway to see the Chicago Police Department tint the river green. It’s a sight that even my sister from New Jersey flew out to see this year.
But what was pretty cool, and I’m sad that we missed it first-hand, was McDonald’s promotion of their timely seasonal drink The Shamrock Shake. McDonald’s placed a very large-scaled size replica of the drink on the river’s edge to make it look like the minty concoction was the source of the green hue. I think this is an example of pretty clever marketing.
Even though I didn’t see it in person, I definitely got my Shamrock Shake on!
*NOTE: This blog post was in no way sponsored by McDonald’s or the city of Chicago. I just give kudos where it’s due.
Retail’s Innovative Cheat Sheet
March 11th, 2010
Thanks to my experience working with Best Buy last summer, I’ve been able to discover how I can use my passion for media to market companies and products that one would not normally consider “media” entities. As the market is currently seeing with the creation of the Pepsi Refresh Project and the millions of iPhone applications and Facebook fan pages as examples, marketers are looking to expand their brands not only with their products, but also with entertaining and informative content. I feel this is truly the future of marketing and communications.
Apparently I’m not alone. Last week the National Retail Federation held its inaugural Retail Innovation and Marketing Conference in San Francisco. For anyone who wasn’t able to attend (myself included), they have posted the most amazing blog that shares the highlights of the conference and the little golden nuggets of information shared by some of the industry’s most connected and digitally-savvy professionals.
It’s truly a valuable resource for anyone wanting to learn what’s going on in the industry, but can’t pay the conference fee. (Me again!) Enjoy!
The Proof is in the Pudding
March 5th, 2010Earlier this week I wrote a post discussing the question that so many marketers are asking: How do you monetize social networking? Well, in this month’s Harvard Business Review, Utpal M. Dholakia, an associate professor of marketing at Rice University’s Jones Graduate School of Business, describes an experiment he did with local Houston-based bakery Dessert Gallery on Facebook. Yummmmm!! (Ok, it wasn’t a taste test.)
Professor Dholakia discusses how he used Dessert Gallery customer survey responses to determine whether or not promoting the bakery chain on Facebook caused great interaction with customers and, ultimately, greater income. According to the article, people who replied to the survey and who had also become Facebook fans with the bakery wound up being Dessert Gallery’s best customers. “Though they spent the same amount of money per visit, they increased their store visits per month after becoming Facebook fans and generated more positive word of mouth than nonfans. They went to DG 20% more often than nonfans and gave the store the highest share of their overall dining-out dollars. They were the most likely to recommend DG to friends.”
Using a net promoter score, Professor Dholakia was able to identify Dessert Gallery’s most valuable customers. This gives the bakery the information it needs to know which customers will be the greatest return on their marketing investment. While the article points out that further surveying is needed to determine whether this response continues and can lead to long-term decision making, it does show how connecting with customers where they can be talking about your product can absolutely lead to greater business success.
Sure, being on Facebook and any other social network is an investment of time, but it’s also free. That tastes good to me!