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SunChips goes green on Earth Day

By On April 22, 2010 In By Ryan Battishill, Industry News With Permanent Link to SunChips goes green on Earth DayPermalink

This year SunChips will celebrate Earth Day with the launch of the world’s first 100% compostable chip bag.

The new bags are made with plant-based polylactic acid (PLA), a renewable material that also allows the bags to fully compost in approximately 14 weeks when placed in a hot, active compost bin. Today, the bags are in full distribution in North America, a great way to mark the 40th anniversary of Earth Day.

As a part of the launch, SunChips is launching a national composting education initiative via strategic alliances with the U.S. Composting Council and Earth 911 to promote composting through educational materials, consumer outreach and other awareness-building activities. The goal is to reach more than one million American households directly through this effort.

While the green revolution has exploded over the past few years, and garnered much attention, the implementation of businesses or individuals adopting green practices has been a bit slow. To get inspired, below are some links to Earth Day initiatives that features ideas you can incorporate today in your business and in your life. The practices ultimately help to protect the environment we live in, but also can help save organizations some green. Even though Earth Day only comes once a year, we – as business owners and humans – should focus on supporting the environment every day.

Today, make an effort to take a step in the green direction like SunChips. I’m going to work on driving less and invest in a new bike. This might be hard to accomplish in a tie, but I’m sure I’ll figure out a way to make it work. What steps are you or your organization taking to stay green?

10 Ways to Go Green and Save Green
A great actionable list of simple things you can do today to help reduce your environmental impact, save money, and live a happier, healthier life.

Create The Good – Go Green
Create The Good is a movement started by the AARP to connect people with positive opportunities, in whatever way works for them. Their “Go Green” campaign provides a list of ideas for you to support the environment at work, in your community, and with friends, including ideas for those of us who are over-scheduled and pressed for time.

Earth Day on Business.gov
This is a collection of green resources and guides just for businesses. The site includes a Small Business Guide to Energy Efficiency with tips, advice, and resources to help businesses save on energy costs: from energy saving tips to information on grants, loans and incentives available for making energy efficient upgrades to your facilities.

Earth911.com Business Solutions

Earth911 is an environmental services company that provides tools to engage consumers, track recycling and proper disposal programs and demonstrate compliance. The web site provides information about reducing your impact, reusing what you’ve got and recycling your trash.

Pick 5 for the Environment

Pick 5 is an international environmental effort by the U.S. Environmental Protection Agency and the U.S. Department of State. From the website, you choose 5 actions you will take to support the environment, then sign up and make a pledge. You can print out your list so everyone in your household or office can follow along.

It’s not the size of your BLOG. It’s how you use it.

By On April 14, 2010 In By Ken Ashburn, Industry News With Permanent Link to It’s not the size of your BLOG. It’s how you use it.Permalink

When you hear the expression “all the cool kids are doing it”, do you think of snap bracelets and Vanilla Ice? Maybe even Thundercats and Punky Brewster? (If so, you’ve just been dated, as well as me). But for companies all the “cool” ones have blogs. If this was a party, it would be Apple, GoDaddy, Southwest, and many more, we can even make an exception for Ford Motor Company (think Wooderson from Dazed and Confused). It’s one of the simplest tools each company can use is the blog. This handy little piece of communication allows companies the opportunity to reach customers, industry leaders, employees and the almighty media. It allows sharing your vision of the company, looking for potential feedback, best practices and even can help battle negative perception.

Before you rush into setting up your company blog (slow down there Ricky Bobby), it wouldn’t hurt to do a little research on your competitors blogs (if they are smart enough to have one), maybe pick up a book about blogging from Amazon (or Borders-they need the sales) and even looking at Technorati to see who has the best blogs out there to give yourself something to aim for (besides Sarah Palin). Your blog is only as good as writer(s) though (I grant myself an exception), so you will want to make sure the person (or people) contributing are knowledgeable about your company and the industry. Your CEO is probably the best primary voice of your blog. Take into consideration Southwest Airlines, their CEO Gary Kelly, posted a question on the Southwest Blog about possibly changing the seating arrangements which “die-hard” Southwest customers came to love. This possible change erupted into hundreds of comments ultimately resulting in the company keeping their current seating policy. This was smart, take the idea to the people, the ones who in the end are putting dinner on your employees table and paying for that Ice Rink of a engagement ring (did you go to Jared?) you just bought your future ex-wife.

It’s a medium that allows you to be yourself and candid, share your thoughts and expect feedback. You may not like all of it but if you can’t learn from your customers you’re doomed to fail (I’m looking at you NBC-your time is a ticking). Speaking of NBC, blogs and their viral appeal helped bring back Chuck (I was one of the many –according to the ratings- who never seen it). It was a grassroots movement started by those who embraced the show and fought for it. We live in a time where this is going to happen every day and products that were once gone are back because of the revolution of the devoted followers that took to their blogs and bitched long enough and loud enough for the change to work. So…what do you want to blog about in hopes of bringing back? (And do not say George W. Bush or New Coke).

Go Bananas!

By On April 12, 2010 In By Katie Foley, Industry News With Permanent Link to Go Bananas!Permalink

Guerilla Marketing, a term coined and defined by Jay Conrad Levinson in his book Guerilla Marketing, is more about matching wits than matching budgets. “Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact (Levinson, 1984).”

Since the 1984 release of his book, Levinson has created an innovative new trend in the marketing industry and as an avid fan of guerilla marketing tactics, I would like to share with you one of my favorite examples. The following is brought to you by T-Mobile in an effort to promote their slogan: “life is for sharing.”

Now, it may be because I am a devoted Beatles fan or the fact that London is one of my favorite cities; but how remarkable was that? It gives me goose bumps every time I watch it. As someone in the marketing and advertising industry, this is what inspires me. These are the types of campaigns that bring life and creativity to our industry. This is what people remember. Yes, you may come up with a great television or print ad that millions of people will see; but it is the crazy, out-there guerilla marketing that people remember. Take for example the Truth Campaign for anti-tobacco education. It has talk value and has created a huge buzz since the launch of the campaign in 1998. What created that buzz you ask? It was their outlandish, bold and risk-taking marketing tactics. Everyone wanted to see what it was all about, which ultimately created success for their campaign.

I see so much value behind guerilla marketing. It can be simple and cheap yet creates the buzz every company wants and needs; so don’t be afraid to take risks and be creative!

A sandwich with a special ingredient: buzz.

By On April 9, 2010 In By Ryan Battishill, Industry News With Permanent Link to A sandwich with a special ingredient: buzz.Permalink

It’s not surprising to see yet another specialty sandwich or bucket of chicken out for a limited time only from KFC. However, this time its different. This one comes with no bun and a little buzz! On April 12, KFC is introducing its first-ever bunless chicken sandwich: the KFC Double Down. This one-of-a-kind sandwich features two thick and juicy boneless white meat chicken filets, two pieces of bacon, two melted slices of Monterey Jack and pepper jack cheese and Colonel’s Sauce.

During the product’s test market phase last year, high consumer interest and demand drove people to travel for miles to sample the Colonel’s tasty new creation. From online chatter speculation to late night talk show mentions, the Double Down generated more buzz than any test market item in KFC history.

So, what about the buns!

In addition to the already heightened buzz around the product, KFC is mixing in a little PR for what seems a feeble attempt to avoid the negative focus on the sandwich’s nutrition. To celebrate the launch of the new product, the brand will donate both buns and funds to food banks across the country, starting with the Dare to Care Food Bank in KFC’s hometown of Louisville, Ky.

It is truly astonishing the amount of attention centered around this new sandwich. I’ve come across prank videos to KFC’s customer service to cold hearted protest for the sandwich’s release. All in all, the new innovation has garnered new conversation and growth opportunities for the organization that could pay huge dividends in the future.

Businesses, while you may not be able to create buzz, you can influence it. Search for that special ingredient, observe your consumers reactions, respond and watch the magic happen!

Trend Tuesday: Marketing’s turn towards transparency

By On April 6, 2010 In By Ryan Battishill, Industry Trends With Permanent Link to Trend Tuesday: Marketing’s turn towards transparencyPermalink

No longer are organizations making such a valiant attempt at crafting the perfect sugar coated marketing message to their audience. Consumers have lived through a variety of negative events throughout the past decade, and they’re no longer willing to accept anything businesses tell them. This means that organizations have looked to evolve their communications practices and enter into the glass walled world of transparency.

Photo by: Nick Maslen

Being transparent in marketing means being honest, sincere and open without giving away your game to your competition. It means potentially revealing information which would affect the health of your consumers without having to suffer the Michael Moore effect (eg Supersize Me). It means paying attention to the values which your customers hold dear, and correcting your business practices if they run counter to those values. It also means being able to say sorry the moment something explodes in your organization’s face, and being truly remorseful about it through sincere corrective measures.

Brands that make a concentrated effort to be honest and open in their marketing communications will actually work to their advantage. Ultimately, generating positive consumer responses, which can lead to brand loyalty and brand advocacy. Additionally, the people who use an organization’s products or services may be curious about what goes on behind the scenes. Tell them how much you invest in training your staff, or how intensive your product is tested for safety before going to market. Share with them your CEO’s dream and vision, as well as the pains that you take to ensure that every ingredient for your yogurt is organically sourced.

Like in any relationship, building trust is the most important thing, and once you’ve earned it, you need to make sure you keep it. Transparency and trust are no one night stands, they’re an ongoing effort that should be built into the the practices of your organization.

The Truth about Tweeting

By On April 5, 2010 In By Katie Foley, Industry News With Permanent Link to The Truth about TweetingPermalink

What are your thoughts on Twitter? It seems as though all of the cool kids are doing it these days. Don’t get me wrong, it is great for telling all of my followers what I ate for lunch, what I am currently jamming to on my iPod and my plans for the weekend (because I am sure they are all extremely interested), but is it really beneficial for companies trying to expand their business? The fact that Justin Bieber has been one of the top trending topics for more than two weeks can make me think one of two ways: a.) he has a great publicist and Twitter is a marketing gem or b.) the majority of Twitter users are females age 11 to 15. I was able to answer my own question with some brief research on the average Tweeter’s demographic from Quantcast.

As you can see, the average Twitter user is not a pre-teen Bieb-aholic, so I’m going to go with option A and say that Twitter must be pretty darn useful (and/or Justin Bieber is a much bigger deal than I thought). Twitter seems to be a great social marketing tool for businesses, but the real question is how can you utilize Twitter to make it beneficial for your company? I found the following nine tips in an article by Jason Snell at macworld.com and I believe they highlight the best strategies for company tweeting.

  1. Don’t automate it
  2. Be conversational
  3. Follow people who are relevant
  4. Make sure your people are on Twitter, and refer to them
  5. Answer your mentions
  6. Search for your name
  7. Consider creating sub-accounts for sections of your business or customer base
  8. Use Twitter to ask your customers questions…and get good answers
  9. Be a good Twitter Citizen—help your followers and they will help you

Good luck and happy tweeting!

To FaceBook or not to FaceBook? That is a marketer’s question.

By On March 31, 2010 In By Ken Ashburn, Industry News With Permanent Link to To FaceBook or not to FaceBook? That is a marketer’s question.Permalink

Since the emergence of Facebook as the Social Media titan, it seems that everyone is eager and ready to offer insight and ideas on how their brands can use the medium as a launching point for increased brand awareness and potential sales. The article titled Why Your Brand Needs to Be on Facebook Now is intelligent, thought out and also misses the mark, not completely though. The author Dallas Lawrence (found on Twitter: @dallaslawrence) displays what seems like a call to action for all of those who are on the sidelines waiting to hop aboard the social media train. Like a group of investors waiting to see what happens after a short sell for stock. His three ways to get you’re your brand started on Facebook is on mark. It certainly makes sense to see who in your company is affluent to the medium and “savvy” enough to offer genuine insight and ideas to help the company create a positive image. This could be why we are seeing a younger group of executives that “excel” in the field of social marketing. Because they are the ones who grew up with it, helped define it and ultimately made it what it is today.

So, does every brand need to be on Facebook (I’m sure Facebook says yes because Mr. Zuckerburg wants a jet)? Facebook offers the opportunity for people to “talk” about your brand both directly and indirectly. You can create corporate pages and fan sites, but do they have inherent value? Can you sell the idea to your board that the awareness of your company is up because your solar panel fan page has 760 fans (and you have over 1500 employees)? Case in point, a pickle, that’s right, a pickle has more fans than Nickleback.

Facebook should be held for brands that look to speak directly to its core customers. It should be used by companies to look for insights into product development and marketing. Facebook is an excellent tool for data mining with a plethora of information that people share with one another. There is more value if you have REAL people backing your company and making the connection with customers, not just a company page or fan page.

We have to remember that what made Facebook so popular in the beginning compared to MySpace was that it wasn’t riddled with ad banners, home page takeovers and superstitial. The irrelevant ads that sit idle on the right hand side hold little to no value. But if you can actually create a connection with your page, allow interaction with customers and deliver the goods…Then you do belong on Facebook.

Red or Blue Wire: You have 30 seconds

By On March 29, 2010 In By Katie Foley, Industry News With Permanent Link to Red or Blue Wire: You have 30 secondsPermalink

Networking: the most important word in your vocabulary (okay, maybe not the most…but definitely a close second to your grandma’s first name). Whether you are attending a business dinner representing your company; attending a career fair to find potential employers; or trying speed dating (yikes!) for the first time—pitch, pitch, pitch. Make an impression. With the right delivery, your elevator pitch could bring a new client, friend, or love interest your way.

The elevator pitch: a mini sales pitch less than a minute long intended on drawing your selected audience in hook, line and sinker. Know exactly who you are talking to and start with your hook—capture their interest and do not be afraid to alter this part based on your audience. Keep their interest by knowing each point you want to get across all while having passion for what you are talking about (or at least be really good at pretending you do). Finish it off by some sort of request—ask for their business card, ask to set up a future meeting, or ask to take them out on a hot date (disclaimer: this only applies to social situations, I would NOT recommend this strategy for potential clients).

I have come to believe that word-of-mouth communication is one of the easiest, cheapest and all-around most logical (not to mention oldest) ways to market yourself and your business. What better way to spread the most positive aspects of your business than to tell people yourself. You know your business better than anyone so get out there, attend as many events as possible, and always prepare to pitch. You never know who you are going to strike up a conversation with at the local Starbucks, in line at the grocery store, or the next time you step into an elevator.

This is Social Media. Facebook Confirmed

By On March 26, 2010 In By Ken Ashburn, Industry News With Permanent Link to This is Social Media. Facebook ConfirmedPermalink

It was evolution happening before us (sans David Duchnovy and Orlando Jones) with AOL chat being the Neanderthal man and his simple communication (A/S/L?). As the years progressed, we watched with our own eyes the growing of our caveman, as he evolved into a more complex character with a unique characteristic of being “Instant”. This new species created a whole new way to speak and interact with friends and unknowns. He was the guy at the party who would talk to anyone, because if things went south, there was always someone else to talk to.

It was the year 1999 and a charitable period for social media. Well, charitable for everyone but music executives and main stream musicians. It was people sharing with other people. You knew very little of them but gave them so much in return and it only took you about 23 minutes per song. It was like handing out food to the homeless, only you stole that food from your neighbor’s house while he was on vacation.

It wasn’t until we saw things like Friendster (you can make a case for SixDegrees but there was like only 7 people on it) and LiveJournal where people would connect with others and open up about their actual thoughts, feelings or suicidal rage. Then came along MySpace, which helped Chris Hansen gain publicity thanks to the openness the site allowed and wide range of people using it. How many parents actually knew that while their 13yr old was using this site to “meet new people” the average user age was around 35. The site widely famous in the beginning became the poster child for how to ruin a site with advertising, bad privacy and way too many options (do you really need your mouse cursor to have a glitter trail when it runs over your spring break pictures).

It really wasn’t until the Facebook was created and smartly opened only to college students (not for their superior buying behavior) but to create some unique and only available to select group of individuals (like health care). Then after a few years it opened its doors like Willy Wonka to the public and invited everyone to come in. Now there are over 400 million people taking a tour through the factory, a good amount inebriated on fizzy lifting drink and making some poor choices by posting on their ex’s wall.

Nowadays you barely hear a peep out of the old relics like AOL or MySpace, as if they are some sort of out-dated electronics (think Laser Disc or even Sega CD) as their younger more popular sibling (insert own Baldwin reference here) Facebook roles around in piles of cash as if they just traded their wife away for the night to a millionaire. It was an idea so good it even took a simple part of it and created a spin-off. Twitter you are like the new Scrubs, and a whole new conversation.

Social media plays major role in purchase intent

By On March 19, 2010 In By Ryan Battishill, Industry News, Latest News With Permanent Link to Social media plays major role in purchase intentPermalink

Does social media play a role in your purchase decision among brands? In many, it does.

A new study shows that those who are fans or followers of a brand on Facebook or Twitter, respectively, are significantly more likely to buy products and services or recommend the brand to a friend.

The recent study by Chadwick Martin Bailey and iModerate Research Technologies found 51% of Facebook fans and 67% of Twitter followers said they are more likely to make a purchase from at least a few brands since they became engaged with those brands on social media. Additionally, 60% of study respondents reported that their status as a Facebook fan would increase the likelihood of recommending a brand to a friend. 80% of respondents said the same thing about following a brand on Twitter.

So, what does this mean for businesses ?

Customers and brand enthusiasts are saturating the various networks, and it is crucial for businesses to join them in a space that is not only impactful, but engaging. Some of the top reasons users decided to follow or fan brands in the first place were because they are current customers (49%) and wanted to show support (42%).

In addition, this information-savvy group is looking towards an incentive for participating. For 40% of users, receiving deals, discounts, and promotions from their favorite brands ranked on the top of their wish list.

These users are active, and if businesses want to make a difference in 2010, they need to utilize social media as a direct, open, transparent channel where communication and organic conversation can take place.

Via eMarketer

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