Monday, March 13, 2017

On the Fence: The First Priority of Marketing Communication

Four years ago, I wrote the definitive list of marketing communication priorities. First on that list: 

Utilize your physical location (if you have one). 

The piano teacher who owns the fence pictured here is doing this perfectly. Well done. 

There’s never a lack of ideas.

Sunday, February 5, 2017

#SuperBowl #Hashtags 2017

For the fourth year in a row, I tracked all ads shown during the Big Game and kept track if an ad showed a hashtag. I do this as a way to convince marketers to stop using silly hashtags — and I think it’s working. Only 25% of ads contained a hashtag this year — the lowest percentage I’ve seen in the last four years. You're welcome, America.

Remember: the best hashtag to use (if you must use one) is simply a brand name.

Let’s see if you can identify these 7 hashtags from Super Bowl LI: Take the quiz now. And leave your score in the comments, below. 

Wednesday, September 28, 2016

Five TV Restaurants in Which I Want to Eat in Real Life

In case you missed it, there’s a real-life pop-up restaurant modeled after “The Max” — the fictional restaurant featured in 90s sitcom Saved by the Bell. What a cool idea, and a great example of a concept playing on both of the most powerful forces in marketing

Taking inspiration from Saved by the Max, I brainstormed five TV restaurants in which I’d pay to dine in real life: 

1. Monk’s Diner — Seinfeld 
The outside of Monk’s Diner from Seinfeld is real-life Tom’s Restaurant in New York. However, the inside of the restaurant was shot on a sound stage. While Hulu built a real-life version of Jerry Seinfeld’s apartment to promote its deal with the show, nobody has built a replica of the inside of Monk’s Diner. I’d do just about anything for a chance to talk about nothing while eating chicken salad, on rye, untoasted, and drinking a cup of tea. 

2. Café Nervosa — Frasier 
Frasier is one of my favorite shows of all time. While Niles and Frasier spent most of their time at Café Nervosa on the show, fans have never been able to enjoy a cup of coffee and the ambiance provided by the Crane brothers’ favorite shop. The coffee shop was inspired by Elliott Bay Café, but there’s never been a true replica of Café Nervosa. 

3. Central Perk — Friends 
For one glorious month in 2014, Friends fans were able to visit a pop-up Central Perk café in New York City. But then the café closed up shop and hasn’t been seen since. I think a long-standing, real-life Central Perk might be more popular than The Max. 

4. Cheers — Cheers 
When my parents first took our family to Boston in the 90s, we made a stop at The Bull & Finch Pub, which was used for exterior shots of Cheers. Bull & Finch renamed itself “Cheers Beacon Hill” and it still stands today. However, the interior of the bar does not look like the set of Cheers. Wouldn’t it be fun to sit inside a replica Cheers and shout “Norm!” to everyone who walks in the door? The bar used for filming Cheers will reportedly be housed in the yet-to-be-built Museum of Television. 

5. Freddy’s BBQ Joint — House of Cards 
Frank Underwood (Kevin Spacey) spent several mornings of the early seasons of House of Cards at Freddy’s BBQ Joint, a fictional restaurant in Washington, DC. While this pop-up shop would be pretty small, I’d love to sample Freddy’s barbecue while thinking up ways to ruin people’s lives while I ascend to the highest levels of power. 

There’s never a lack of ideas.

Wednesday, August 10, 2016

The Two Most Powerful Forces in Marketing

Newness and nostalgia. 

Could there be more powerful forces in marketing?* And yet they’re polar opposites. 

One says, “I’m undefined, different, and exciting. Check me out.” 

The other says, “Remember how great I used to make you feel?” 

Both are incredibly powerful. It’s quite the accomplishment to go from new to nostalgic. That doesn’t happen by accident. It takes years and years of excellence to get there. 

The best brands consistently use both newness and nostalgia to excel. It may seem like an oxymoron, but I think of these forces every time I hear, “the all new Chevrolet” or “new at Disney World.” 

It’s a slippery slope, though. Nobody asks, “what’s new at Marshall Fields?” any more. 

For established brands, successfully tapping into newness and nostalgia is perhaps our biggest challenge and opportunity as marketers. How will you take advantage of both? 

There’s never a lack of ideas. 

*”Free” is, of course, even more powerful than both. But free is easy. Free doesn’t last. Any brand can do “free.”

Image source: Wikimedia Commons.

Friday, March 11, 2016

Loyalty Program? You Don’t Need No Stinking Loyalty Program

Loyalty is a hot topic in many industries, especially the restaurant industry. Starbucks recently overhauled its loyalty program. McDonald's is reportedly about to roll one out. But if your company is considering launching a loyalty program, allow me to make the case that your time and effort are almost certainly better spent elsewhere.

What Is a Loyalty Program?
I'm defining "loyalty program" as a program that rewards customers with freebies for making purchases at a business. 20 years ago, this was often handled with a punch card: "Buy nine scoops of ice cream and get the tenth one free." Today, this is very often handled digitally.

The rise of digital loyalty programs has muddled the definition of a loyalty program. Free rewards are often mixed with other features like online ordering or mobile payment. If you take away only one thing from this post, let it be this:
When it comes to "digital loyalty programs," do not confuse the benefits of added convenience measures like online ordering with the unproven tactics of rewarding customers with freebies for frequenting a business.
The Wrong Reasons for Wanting a Loyalty Program
Let's look at the most popular reasons businesses probably want a loyalty program. I'll poke holes in every one of them:
  1. "A loyalty program increases sales."
    In the ground-breaking book How Brands Grow, author Byron Sharp scientifically proves that across nearly every industry, loyalty programs do not increase sales by a meaningful amount. You can read the book for yourself, I highly recommend it.
    Here are two more anecdotes: Chili's restaurants launched a loyalty program in 2015. The program rewarded customers with freebies for frequenting the restaurant. While the loyalty program figured into 16% of transactions, the company revealed that it did not lead to sales increases (source).

    I recently sat in an executive round table discussion with some of the biggest restaurants brands in the country. Every one of them talked about how they had recently made big bets on rolling out a loyalty program. When I asked them if the loyalty programs had led to increased sales, each one either said no or that they couldn't prove that they did. 
    Add these anecdotes to Byron Sharp's empirical evidence and you have a pretty compelling case that by and large, loyalty programs do not materially increase sales. There are exceptions, but the odds are definitely against your loyalty program.
  2. "A loyalty program will give us valuable customer data."
    This is true. But you do not need a loyalty program to gain customer data. There are plenty of other ways to do so. Offering a small incentive to customers for signing up to receive emails is a great way to gain data. So is offering a mobile payment solution. You don't need a loyalty program to do either of these.

  3. "Everyone else has a loyalty program."
    There are some industries in which loyalty programs are so ubiquitous that they are essentially required in order to compete. The airline and hotel industries fall into this category. But for most industries, this is not the case. Even the travel industry would agree that the biggest flaw in their loyalty programs is that past purchase behavior doesn't always indicate future behavior and frequency.

  4. "A loyalty program will reward my best customers and keep them coming back."
    Of all the reasons your customers are loyal, earning free stuff is not at the top of the list. Byron Sharp has proven that. Instead, your customers will be loyal if you focus your attention on offering incredible products and services. Exceeding your customers' expectations over and over again is what drives loyalty, not giving away freebies.
Focus on Convenience Instead of Freebies
There are better ways to drive sales than offering freebies to your best customers. One of those ways is giving customers more convenience. I define convenience as "eliminating friction in the buying process." Let's look at two reasons why added convenience measures lead to sales growth:

  1. People will pay for convenience.
    This has been proven time and time again. Look no further than the early days of Amazon Prime. Amazon charged customers a premium to receive "free" faster shipping. See this post for three more examples.

  2. Removing friction in the buying process leads to increased sales.Again, there are plenty of examples, but my favorite comes from Disney. Disney has a mountain of resources at its disposal, but they have chosen to invest them heavily in offering customer convenience through their MyMagic+ technology platform and the MagicBand. The MagicBand makes it extremely convenient to buy things within Walt Disney World. You pay for everything with your magic bracelet no need to carry cash or a credit card around. After it launched, Disney Executives specifically cited the platform as a key reason for increased sales. 
Add This To Your To-Do List
It's time to re-think loyalty programs. If you already have one, focus on adding measures of convenience to truly increase sales. If you don't have one, consider adding measures of convenience before offering freebies to your best customers.

There's never a lack of ideas.

Sunday, February 7, 2016

#Super Bowl #Hashtags 2016

In what has become an annual tradition here at the Never a Lack of Ideas blog, I monitored all of the Super Bowl commercials and kept track of all of their hashtags. For the first time, I noticed a sharp decline in the number of ads that had hashtags tied to them.

And, Super Bowl advertisers have obviously been reading my blog because we saw far fewer random hashtags this year than in any year past. After all, the best hashtag (if you really must have one), includes your brand name.

Take this year’s quiz — it’s just 10 hashtags — and leave your score in the comments below. Good luck! 

Add This To Your To-Do List
Take last year’s quiz
and bring back fond memories of hashtags you couldn’t even remember immediately after last year’s game.

I've posted the answers to this year's quiz in the comments below.

There’s never a lack of ideas.

Thursday, January 14, 2016

Friendly Reminder: Consumers Aren’t Rational

Well, it's over.

Powerball madness has ended.

Three winning tickets will split the $1.6 billion and we can all go back to our daily lives.

This was a good reminder, though, that people aren't rational. If we were, we wouldn't buy Powerball tickets. With the odds of winning at 1 in 292 million, even with 100 tickets, your chances are still basically zero.

As I was irrationally standing in line to buy my Powerball ticket, the cashier told me that earlier someone had bought 500 tickets (for $1,000) after selling his car and using all the money to buy lottery tickets. We now know that he didn't win the jackpot or $1 million. If that's not irrational, I don't know what is.

Life can get back to normal now. Until we get swept up with the next irrational thing. I can't wait.

There's never a lack of ideas.

PS. My Powerball ticket is pictured here. We won $4! By spending $10....