Putting Tebow on the shelf
Posted by: Directions Marketing on: May 17, 2012
More and more, there seems to be a widening canyon between the “everyday working stiff” and professional athletes. Typical fans of the game can’t relate to the money and fame—or the trouble these athletes often get into as a result—yet, there’s no shortage of “celebrity worship” heaped on the good players and bad boys of the game. Why? Fans have come to expect certain behaviors from professional athletes both on and off the field. For good or for ill, as long as those players conform to those expectations, fans will happily pack the stands on game day to cheer on their team and finance those big-buck contracts.
Then along comes Tim Tebow. He’s not glitzy. He’s not controversial (save for taking a knee for Jesus in praise for his team’s on-field play). He’s not oozing with self-entitlement. Truth be told, he’s not even that good of a quarterback. Tebow is nearly the direct opposite of a stereotypical larger-than-life athlete, but he has captured fans’ hearts and imaginations just the same. Is he an anomaly, or a reflection of the “everyday working stiff” that fans can relate to on a real level?
If we would define the Tebow “brand” in retail terms, it would be considered “shelf disruption,” that is, getting noticed for being different. I’d even go so far as to say the Tebow “brand” is the NFL equivalent to “category disruption”—a product so unique, so revolutionary that it challenges long-held beliefs and gets competitors to re-evaluate their positions.
Despite all the things Tebow appears to be, there’s no denying he is always himself—and that’s the lesson for marketers. Brands don’t have to be loud, flashy or high-priced to gain a loyal following. Authenticity resonates with fans. How does your brand relate?
Todd, Creative Director
A Crisis Plan Is As Important As Your Marketing Plan
Posted by: Directions Marketing on: May 10, 2012
While you may think it’s unlikely a disaster will ever befall your business, it is still important to have a plan in place for the oft chance one happens. Just Google “pink slime” or go to http://yhoo.it/HI9O9t to see what a crisis can do.
A crisis is any situation that harms or has the potential to harm the reputation of your company or brand, and in turn, negatively impact the bottom line or potential for future growth. In a crisis, the moment is top of mind, not your marketing.
Mishandling communications to the media or other publics during a crisis situation could seriously damage your brand, no matter how rock-solid you believe it to be. In addition, the media not only cover stories about a crisis itself, they also analyze how well an organization deals with it, i.e., BP and the Gulf oil spill; Johnson & Johnson and Tylenol®.
The goal in a crisis situation is to proactively manage the communication directly related to the crisis. Since it is impossible to predict every crisis that might occur, the following points are meant only to establish general guidelines that will apply in most crisis situations.
Before A Crisis Occurs: All employees should have a copy of the crisis plan and be familiar with it.
When A Crisis Occurs: Take any immediate actions necessary to protect lives and property; notify the crisis team immediately; appoint a designated spokesperson and direct all inquiries to that person; if there are injuries or fatalities, designate a crisis team member to make note of who is affected and where people are being taken; maintain contact with area hospitals to monitor the conditions of the injured; notify the families first of anyone who may be injured or be a fatality.
If calls come in and people are asking questions, the person taking the call should take their name and number. If they are media people, also note the outlet they represent, the deadline they are under and what information they are seeking. Inform the media an authorized representative will follow up as soon he or she is available. Also, callers should be informed company officials are in the process of gathering information and calls will be returned as soon as facts are known.
It’s important that no information be released to anyone until initial facts have been gathered. When you are ready to speak with the media, stick to the facts. This is not a time to speculate. Say what you know. If a reporter asks a question you cannot answer, it’s perfectly OK to say you do not have that information at this time, but you will follow up with the reporter when you do get the information. Then, follow up.
Having all media inquiries handled by a designated spokesperson helps prevent contradictory statements from being issued. It also makes it easier to keep track of what’s been said and to whom, as well as for coordinating any corrections that might need to be made later as new facts become known.
As a crisis unfolds, a designated member of the crisis team should begin assessing the nature and extent of the problem by determining: who was involved; what happened and when; where, why and how did it happen. If the crisis is a natural disaster, like the tornado that hit Dallas-Fort Worth area last week, assess the extent of the damage, determine which departments are operable and determine how long it will take to get things up and running. All information should be relayed back to the designated spokesperson.
Once initial facts have been gathered and a statement prepared, the designated spokesperson should deal with the media immediately, letting them know all confirmed facts as soon as they are known. The objective in dealing with the media is to get out your side of the story and to ensure the coverage is fair and accurate.
After the Crisis: Inform all relevant publics about the details of the crisis and what steps are being taken to rectify the problem(s), if necessary. Issue a final report to the media with plans of what the company will do to rectify any related situation(s). Issue the report to all media that reported the initial story, whether they ask for it or not.
How you handle a crisis is equally important to those outside your company, as it is to those on the inside—your employees.
John, Public Relations Manager
Darwin and the Marketplace
Posted by: Directions Marketing on: May 3, 2012
I recently read a great article in BRAND PACKAGING magazine penned by Juliana Glassman, Deputy Managing Director of Elmwood Design. In “Shops are Showrooms: a Brave New World of Retail,” Glassman explored the “new” retail environment as shops turn into showrooms, where technology enables brands to cut the retailer out of the loop entirely. The article focused on the evolving retail environment rising out of changes in consumer buying habits, citing the concept that consumers will use their retail time to check products out, but purchase them online to get the best price.
I was struck by the thought that I am a “new” consumer. Why? Access— I can buy products not readily available in my market area. Convenience—I don’t have to leave my desk and yet have products delivered to my door. Avoidance—I can completely sidestep customer service provided by people who have no knowledge about what they are selling. And yes, in some cases, it is price. All logical, sound reasons to buy online, but in the end, merely reflective of the evolving marketplace. I have moved away from traditional consumer patterns, modified by attitude, approach and accessibility.
My second thought—the implications for packaging. Where will packaging go, and how will it be affected by this retail flux? Obviously, we are in a period where packaging design will be pushed to deliver solutions based upon a deeper understanding of the physics of meeting consumer need, plus delivering a brand experience with substantive emotional and price value. It is exhilarating to be working in a time when rapidly changing uses of technology challenge the concept of the “shelf” and revolutionize marketing thought. And yet, lest we get ahead of ourselves, we must recognize that while there are new shelves in town, we are also working in an environment where consumers are conflicted. What REALLY drives their desired consumer experience? Is it the brand, the package design, the cost, product features, convenience or the need to have all of the above and have it NOW?
As disciplines come together to define the brand experience, what will be the visual, tactile and emotional packaging experience that connects consumers with products in the “showroom”—retail, digital or otherwise? Moreover, what is the “showroom” of the future that awaits discovery?
For the time being, the package remains the principal vehicle to convey product, but how will this change? This is a uniquely opportune time for the designer to provide significant innovation in packaging design and production, delivering deeper utility supporting the value proposition on many levels. In the spirit of Darwin, we are compelled to continue our evolution from previous norms of brand and packaging expectations to survive in the retail environment as we pass into a new consumer generation.
Kristine, President
The art of innovation
Posted by: Directions Marketing on: April 26, 2012
During her time at Proctor & Gamble, innovation and design strategy maven Claudia Kotchka transformed the role of designers in the business environment from that of primarily executional to strategic. She challenged those with art school degrees to be problem solvers, not merely cogs in design implementation—a model that proved successful and pioneered processes in solutions-based thinking.
Why is this important, you ask? Because creatives and engineers inherently approach things differently, a fact I was reminded of during the recent incident involving a moldy feminine hygiene product. While I’m sure a team of engineers immediately began hammering away at algorithms and pragmatic equations to determine how the mold was introduced, and what was needed to correct the problem, a 30-second conversation among our creatives about the issue resulted in one definitive solution: “Put the tampon in a clear applicator.”
While a clear applicator isn’t meant to rid the contamination, it does start the long—and often fragile—process of reestablishing consumer trust, which is just as critical to the brand. When trust is broken, brands lose business because consumers migrate to competitors seeking not only a replacement, but also peace of mind. It can be a long road back, but design innovation—like the clear applicator—provides a dual opportunity to address consumer concerns and distinguish your brand on the shelf.
From Kotchka’s “radical” use of designers as strategic problem solvers to our creatives hashing out a cursory-but-viable approach to brand damage control, the message is the same: when you’re willing to do and see things differently, innovation will follow. So will consumers.
Todd, Creative Director
Let’s Play the Slogan Game: Identify the Brand
Posted by: Directions Marketing on: April 19, 2012
What is a slogan? Webster’s defines a slogan as a memorable motto or phrase used in a political, commercial, religious and other context as a repetitive expression of an idea or purpose. The slogan complements and reinforces the brand. It gives the brand a reason for being and often a reason for the success or failure of a given brand.
Most of us go through our daily lives immersed with numerous brands, whether the brand appears in an online ad, on the television, or on the way to work or school. When you view an advertisement on the television, for instance, there is usually an accompanying jingle or slogan. If we did not know the brand, would we know the slogan?
Can you identify any of these Top 10 global brands from just the slogan?
The Power of People, Technology and Ideas
Did you recognize any of these global brands? Do you feel confident going into the bonus round?
Calling all sports enthusiasts. . .
How did you do? If you recognized these brands based solely on their slogan you can better understand the power of branding. Branding tells the story you want to get across to your prospects, customers and all others that come into contact with your brand, and is not just based on a slogan. Even though brand’s evolve over time, they should provide a consistent message to the consumer.
Jeff, Art Director
Secured Google search and its affect on marketing data
Posted by: Directions Marketing on: April 12, 2012
Does a more secured Google search mean less meaningful data for marketers?
In an effort to provide a more secure browsing experience, last fall Google introduced encrypted search using Secure Sockets Layer (SSL) for users while they are signed into their Google accounts. It simply means that instead of the standard “http://” in front of URLs, “https://” has taken its place in the default google search, providing a more secure search environment for users on unsecured connections. Free Wi-Fi at any number of friendly neighborhood coffee shops would fit this description.
How does SSL work?
Say you’re enjoying a favorite coffee treat in said coffee shop while logged into their unsecured internet connection . . . searching the Google machine for, oh let’s use “black nine west wedge heels” as an example (just an obscure product I have absolutely NO interest in purchasing online in the near future).
As long as you are logged into your Google account, according to Google, “When you search over SSL, your search queries and search traffic are encrypted so that third parties can’t easily see your results and search terms.”
Third party = Google Analytics
One of the aforementioned third parties just happens to include the most widely utilized web analytics tool around, Google Analytics. Perhaps you’ve heard of it? I’m positive that you have—unless you’ve been living under a rock. But I digress.
While this secured search environment may be great for the user—and it is—what about the website owner or marketer that depends on Google Analytics for valuable keyword data? What alternatives are they left with to analyze their organic search data so they can provide the most relevant content and best user experience to their visitors, and still optimize for conversions? How will they ever know that they should optimize their site content for my ‘black nine west wedge heels’ search?
Websites that users visit from secure searches performed while logged into Google will still be reported back to the website owner through Google Analytics. However, it will only be counted as an organic visit from Google and the keyword data will display “Not Provided.”
This can jack up a marketer’s reporting because now they are unable to see the full picture of specific user queries that either brought traffic to their website and/or resulted in a purchase during that visit.
All is not lost
You’ll be happy to know you can still gather this keyword information, but it now requires a bit more legwork on your part. You’ll need to use a combination of tools to get the organic search queries list you’re after.
Enter Google Webmaster Tools, a perennial favorite of most SEOs I know. With this tool, you can see the top 1000 search queries that brought traffic to your site in the past 30 days. By linking your analytics account to webmaster tools, you’ll be able to pull powerful reports that will give you that all important search data.
Sherry Olig, Internet Marketing Manager and SEO/SEM Strategist
What’s in a name? Just ask Beef Products Inc.
Posted by: Directions Marketing on: April 5, 2012
Would you eat a hamburger that includes what the American Meat Association calls Boneless Lean Beef Trimmings (BLBT)?
Not counting the vegetarians, most of us have been eating it for decades.
Since the ‘90s, BLBT has been mixed into hamburgers at McDonald’s, in school lunches and elsewhere with few of us the wiser. And why worry? After all, it’s 100 percent beef and there have been no widespread health problems. In fact, this extender product has been treated with ammonium hydroxide to prevent microbes such as E. coli or Salmonella.
Ah, but then BLBT started making headlines when a former USDA microbiologist referred to it as “pink slime” in an email. (In case any of you have forgotten—there is no such thing as secret email).
Pink Slime! I’ve been eating Pink Slime! My kids are eating Pink Slime at school!!!
The irresistible name caught on in the popular media — first social, then traditional — and the rest is history. McDonald’s swore off the stuff and committed carnivores started rethinking the appeal of an all-veggie diet.
Beef Products Inc., the maker of BLBT (or pink slime, if you prefer) has closed some plants. But the company is vowing to stand by its maligned product and bounce back by promoting the facts. If they pull it off, it may be the greatest reputation rehab job since Tiger Woods. Even if the facts are righteous, there’s that moniker: Pink Slime!
From a public relations standpoint, the war to reclaim the honor of pink slime should be fascinating to watch and make a wonderful case history. In the meantime, fish anyone?
Tom Lyons, Public Relations Senior Manager
If it Ain’t Broke…
Posted by: Directions Marketing on: March 29, 2012
Craigslist and Me
I’m a Craigslist addict. I browse the bicycle section almost every day, hunting for vintage treasures. I also have bought and sold bicycles, cars, trucks, motorcycles, furniture, computers…the list is larger than I’d like to admit actually. My wife even created a bogus email account to respond to my listings—ridiculous requests just to mess with my head.
User Experience (or lack thereof)
Anyone that uses Craigslist will notice that the design and organization leaves a bit to be desired and seems to be a decade (or two) behind current web design best practices. There are many sites and plugins out there to enhance the site’s usability, and there have even been complete redesigns attempted; the most noteworthy being Wired’s Extreme Makeover challenge in 2009.
To enhance my own user experience, I sometimes use sites such as www.crazedlist.org to search multiple cities simultaneously. I’ve also installed browser extensions to increase usability, my favorite at the moment being CL Pics for Firefox.
But still, with all these attempts at enhancement and redesign, Craigslist has not budged.
So why would the most popular classified site in the world, at more than 20 billion pageviews per month, refuse to give their site a facelift? Why have they resisted monetizing the site through paid ad networks? Why is it still (mostly) free? It probably all comes back to Craig. Craig Newmark started the site as a hobby in 1995—and it still looks like it. He and his CEO believe in grassroots simplicity. Even though he will never discuss actual finances, and percentage of ownership is deliberately foggy, when you run the numbers, the dude is Rich. Yes, with a capital R.
“[Craig] is a very rich man. When anybody reminds him of this, the craigslist founder says there is nothing he would care to do with that much money, should it ever come into his hands. He already has a parking space, a hummingbird feeder, a small home with a view, and a shower with strong water pressure. What else is he supposed to want?” – Wired.com
So why no redesign yet? Because they don’t need to. Craigslist is working, as is. With more than 20 billion pageviews and about 50 million new self-published classified ads each month, they should have no problem remaining one of the top 10 most-visited websites in the country.
I know I’ll still visit. There are treasures to be found.
Aaron, Art Director
It Takes Just One To Create a Ripple Effect
Posted by: Directions Marketing on: March 22, 2012
On February 27, a student-designed mural titled “It takes just one to create a ripple effect” was unveiled at Neenah High School. The mural embodies Neenah High School’s core guiding principle of “Be good to each other,” and captures the high school’s essence through student-made tiles representing the various clubs and organizations—from the arts to athletics and beyond.
Accompanying the mural is a plaque inscribed with the words of Lisa Dorschner, Neenah High School art instructor, describing the vision of artist in residence, Connie Greany, and the mural’s symbolic messages:
“All of the words and special tiles throughout this mural represent that everything we think, say, and do affects everyone else. The five hands above represent many cultures of people. As a drop of water bounces into a pool, creating a ripple effect, each of us has the potential to make important contributions to our school, the community, and the world. The figures upholding the pool spanning the earth and the cosmos represent that we must always work as a community through good, as well as challenging times.”
Ms. Greany was at the high school for a week helping students create the inspiring mural. She worked tirelessly, hand-in-hand with teachers, art students and select members of the community, to create the work of art. The plan for the mural was to complete it in one week, working within “beat the clock” time parameters similar to those used on the television show Extreme Makeover. The students worked long hours, usually well into the night, to ensure that the mural would be completed on time. They not only succeeded in meeting the deadline, they also created a mural that far exceeded Ms. Greany’s expectations about how the initial concept sketch finally became reality.
Neenah Art Boosters member and Directions Marketing art director Jeff Hillis was involved in the project since the beginning. “One can only gaze in wonder at how many truly talented individuals took part in the creation of this mural,” he said. “There are so many small nuances that demonstrate the true creativity of the students.”
It’s well worth the trip to Neenah High School to see the mural. You’ll find it in “The Link,” the corridor connecting the school cafeteria and Pickard Auditorium.
Jeff, Art Director
Journey To Better Health
Posted by: Directions Marketing on: March 15, 2012
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The Directions Biggest Loser, Aaron Graff, during the weight loss challenge. Find out more about Aaron’s journey at www.daisypedals.com/2012/02/getting-healthy.html
Have you ever embarked on a journey, not quite knowing where it may lead? On January 3rd, along with many of my co-workers at Directions Marketing, I took on a 10-week Biggest Loser challenge sponsored by the Social Committee. Everyone who participated donated $10 to the pot. Sign up was a bit slow at first but once the word got out that the company was going to match the contributions and double the pot, 27 people decided to take on the challenge. The pot grew to $540—a nice incentive indeed.
During the first week, we had a lunch-and-learn session (salads of course) where we were presented with some tools, tricks, and helpful websites to use in our quest. Subsequent weeks were spent learning about better nutrition and exercise and cooking tips to help us stay on track. Weight loss was recorded in percentage of weight lost instead of in pounds to give everyone a chance to win no matter what weight they started out at.
Some of us elected to participate in a $10 side bet as well. The biggest loser from each week won a $10 incentive. This really kept me motivated to keep trying through those stubborn weeks when you do everything right and still don’t lose an ounce. Having the support of so many of my co-workers definitely helped me to stay on track and try new things (who ever thought spaghetti squash could be so delicious?).
At the end of the 10 week challenge, our top four contestants were Jodi Weyland who lost 12.01%, Brenda Tennessen who lost 12.78%, Todd Wohlt who lost 15.25%, and Aaron Graff who lost an astounding 17.3% of his weight. Congratulations to Aaron who won the pot by eating right and putting 93 miles on his treadmill! According to Aaron, “After losing this much, it was really a win either way, but $540 sure was a nice carrot to chase!” The total amount of weight lost by the entire agency was 239.2 lbs., which is quite an accomplishment. Congratulations to all who embarked on this journey to better health.
Brenda, Senior Graphic Artist
The Directions Biggest Loser, Aaron Graff, before and after the weight loss challenge.
About Directions Marketing
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Directions Marketing has assembled the best and brightest in strategic planning and development, classic communication, public relations, Internet marketing and consumer packaging under one roof to provide responsive, fully integrated solutions for our business-to-business and business-to-consumer clients that achieve exceptional results. |
About Todd O.
I have more than 25 years of experience in business-to-business and business-to-consumer marketing, package development, brand refinement and
brand promotions. I find success in creating emotional connections to brands.
About John
I’ve been raising client visibility for over 23 years. I can develop your strategic PR plan, and I know how to connect and leverage PR across marketing initiatives, elevating your brand’s position and credibility with your target audience.
About Tom
I have more than 15 years of marketing and public relations experience which follows 17 years as a newspaper journalist. I know how to tell your story to your target audiences.
About Aaron
Excellent design does more than just look good; it creates an appeal and enhances communication with your target audience. I’ve been helping clients attract, appeal and communicate through strong design for more than 7 years.
About Kay
I have 20+ years advertising, marketing and branding experience for internationally known industry leaders. I am adept at strategic planning and working with multiple brands and consumer segments.
About Patti
I’ve been growing customer trust for more than 25 years. I lead teams in supporting and enhancing client business strategies by asking the right questions and collaborating to create cost-effective marketing strategies that get results.
About Todd W.
With 17+ years in packaging production and color management—and 12 of those years at a large-scale flexible film printer /manufacturer—I can troubleshoot virtually any problem and protect your brand at press.