Under the Micro or the Macro Scope?

The Powers of Ten is a short video directed by Charles and Ray Eames. By the end of the movie, i thought to myself  ‘there’s 10 minutes of my life that I will never get back’. I then took a step back and looked at the whole picture. I could’ve sworn i felt a bulb light up above my head. Perspective.

 Yes, perspective is the key word here. Everyone has a different perspective on almost everything. The secret is how this is used. When we dig deeper and go into detail to collect data on our customers or potential customers, we are able to serve them better. For example, customization of products is a huge trend now and companies such as Nike have figured out that consumers like to be unique and be able to express this uniqueness by designing or adding graffiti to their shoes.

Furthermore,  when we take a look at the bigger picture therefore from a different angle, we are also able to gain insight on the market. Fads, trends, what’s in and what’s not. Companies need to be up to date; if not innovators, in order to be leaders.

In the digital world, everyone wants to give their point of view. Are we as marketers expected to take into account each of these standpoints or do we look at the the general ideas as a whole? The best innovations have been created because people thought out of the box, they took a different approach.

Applications, websites, blogs and many more and being tailored to the individual thanks to the Powers of Ten. Analysing and studying the market strategies to be implemented as well as the products to be offered and the customers which they will be sold to.

David Meerman Scott introduced a new twist on the idea of  viral marketing ‘ WWR – World Wide Raves. A WWR is different from buzz marketing because it is information generated on the web which people actually want to consume and are not being ‘force fed’ by marketers.

By going into detail you can uncover many things you were not able to see before; and by looking at the broader picture you may uncover new trends as well as see how far the buzz spreads.

Zoom in or zoom out, there is much to uncover from so many different angles.

Caution! Changes ahead

Remember when the question used to be paper or plastic? Apparently nowadays, we’ve gone into paper or digital.  

Gone are the days when everyone held pages and pages of newspapers, which got mixed up and eventually were probably used as packaging material. People are on the go, in a hurry and rely greatly on their mobile phones and tablets; hence pay walls are very crucial digital strategies.  

The NY Times decided to provide the newspaper online for a certain subscription fee. Non subscribers are able to read the front page as well a limited number of articles throughout the month. once subscribed, you can now have access to your newspaper at anytime and wherever you are. 

In addition to pay walls being useful for customers, they are also beneficial for the companies. Advertisements on actual newspapers only get seen however when posted on websites they are easier to click on, find out more about, maybe even Google the product. NY Times CEO Mark Thompson explains that the pay wall model is a great success for them, ‘The launch of the pay model is the most important and most successful business decision made by The New York Times in many years. We have around 700,000 paid digital subscribers across the company’s products so far and a new nine-figure revenue stream that is still growing. ‘

Although there is much talk about becoming a mobile world, some consumers still prefer the ‘old media’. For starters, older customers who have never become mobile in the first place will still want to read their morning paper. On the other hand, printed papers won’t be able to have real times stories. We live in a fast changing world where communication has never been made easier. People want to know what is happening NOW. 

Although several industries such as newspaper, magazines and even fashion some now use pay walls to increase revenue, i do not think it will be able to replace print 100%. As a matter of fact, it seems Jeff Bezos would agree with me. The latter purchased the WSJ for $250,000,000. If it will follow in the footsteps of Amazon.com, it could be transformed into a successful digital business. Bezos’s has a history of patient investment and long-term strategic thinking. Does he plan on extending the life of print?

 

White Smoke, a New Pope and Burgers?

As white smoke rose above the vatican, a new pope was elected. Sure this could be a perfect moment to capitalise on this event to generate buzz; it is a hot topic after all. Nonetheless, since it is related to religion and therefore can be a very sensitive matter it should be approached carefully.

Carl’s Jr. tried to take advantage of the situation by posting tweets linking the puff of white smoke  created at the Vatican to the white smoke produced by their charbroil grill. 

In this case was it a success or a failure? Well it all depends on how this is measured. Carl’s Jr. was successful in gaining earned media as Buzzfeed had created content on this matter and this was then retweeted by many. You could say they created conversation, however, the retweets were not as positive as expected. Carl’s Jr. was being criticised for trying to capitalise on the election of the new pope with ‘weird tweets’. 

The fast food chain tried to justify their position by explaining that “It all tied in quite nicely to our new Charbroiled Cod Fish Sandwich that launched last month, just in time for Lent!”  said Mansfield, public relations director at CKE Restaurants, which owns Carl’s Jr.The goal of these tweets was to promote the new sandwich; instead Carls’ Jr. got mocked. 

I believe this is a failure. Newsjacking can be very effective when used properly. First of all, the topic being used should be relevant to the brand. There should be a way to tie in the company with the story and at the right time. The idea should stand out, it should be original in order to earn the required media and create conversations. Engagement is the main purpose of newsjacking, if it’s not worthy it may be better to skip it all together. 

Oreo created so much engagement by releasing a blackout themed advertisement during the Super Bowl. The message was simple, clear, appropriate and generated enormous buzz. They are the shining example of a brand that is equipped for real time marketing. 

In light of what is to be gained, it is understandable why other brands would want to follow in Oreo’s footsteps. 

Who’s the next shining star?

Recipe for Success

With so many different yet similar products and services available to consumers noways, how does the latter make their decisions? In fact, this has been a subject to occupy conversations. Some believe that to reaching the customer and offering them simplicity will get them to purchase their products. However on the other hand, conversations, engagement and communication with the customers is the main focus to drive sales and maximise profits. 

In my opinion, a company could benefit greatly by doing both, focusing on the relationship with the customer as well as keeping it simple. Through this, a company can get their customers to engage with them, understand what their needs and wants are and be able to deliver it to them in a way that can be simple, easy and convenient. People like to feel like they have made decisions on their own and not feel pressured into buying products. Conversations and engagement provide customers with the information they are looking for as well as reinforce the feeling of trust with the brand. 

Nonetheless, if the whole message does not get across with simplicity and ease then the consumer may be reluctant to purchase the product in question.

Word of mouth is a big factor on which a product or a brand relies on. If a company is able to convey a message with simplicity to the right people, bloggers for example, then these people will in return spread the word to an even bigger audience.

Let’s not forget innovation. Companies gather information from their conversations with their customers such as their likes, dislikes, how they can improve, what competition is offering, etc. This data is then used to create new products that the customer doesn’t know he/she needs until made available. 

Social media is a huge playground for most companies. Finding new ways to intrigue your customers, keeping them more interested than your competitors and building a relationship with them can be done on social media platforms. However if it’s not done in the right way and delivered with simplicity, then customers may feel bombarded by advertisements and may create negative feelings towards the brand. Everyone can say practically anything on so many social media platforms; how will you structure your message and convey it the right people?

Big Data, Transforming Businesses

Nowadays, a key basis of competition is big data. Forecasting growth, predicting innovation, and customer demand; data collection and analysis has become more crucial than ever. Starting with the rise of the internet, social media as well as multimedia, the amount of information captured by enterprises can be immense.

When dealing with huge datasets, companies tend to face difficulties in being able to manipulate and manage the collected data. Although big data can help organisations, it can also have limitations. Particularly, it causes a problem with business analytics as the tools and procedures available and not designed to analyse such large datasets. Further to this, we cannot trust every piece of data that gets thrown at us. For instance, many people do not give their correct information or do not have the time to complete the ‘personal information section’ or sometimes even deliberately give out wrong information as to receive offers or deals from a certain company.

There are a few ways in which using big data may create value for a company. First of all, it can make information usable faster and more frequently In addition to this, the more companies are able to collect data on their customers in digital form, the more accurate the predictions of their future behaviours will be. More to the point, being able to collect data on your employees can also help in increasing productivity. Data collection and analysis aid in making better managing decision. The more data you have on your customers, the better you will be able to provide me with tailored products and services. Further to data collection and analysis helping in the sales world, it can improve after sales operations by being proactive based on previously obtained data.

 

The Barest of Burgers

“Certified organic ingredients from the beef to the cheese to the produce. We use no antibiotics, no hormones, and no steroids.” states the owner of Bareburger.

Starting off with with only one branch open in Astoria four years ago, this restaurant has expanded greatly and now has 14 locations.  The idea of Bareburger is to serve food made from quality and organic ingredients in eco-friendly restaurants, where tables are made of wood and the ceilings from recycled tin.

Their website completely reflects their personality. Wether viewed on a desktop or visited through a mobile device, the presence of ‘nature’ is there. Not only are the actual tables at Bareburger crafted from salvaged lumber, the idea of wood is very visible on their website. This enhances the image of organic food, and the ‘bareness’ of the burgers.  In addition to this, the doodles of pigs, cows and chicken are playful and reflect a bubbly, happy personality.

Further to this, their website is friendly to navigate through. You may look at their menu as well as place an order for delivery with ease through the desktop or through a tablet or mobile device thanks to the use of responsive design. The content available on the website is quite interesting as they also have a blog and encourage their customers engage in discussions with them.  To reinforce the bonds they have wit their customers, they have links available to connect with them through Facebook, Twitter, Yelp and Instagram. This restaurants also knows how to make sure they are found. Their location services are available on Google plus, Yelp and even zagat.

Although Bareburger seems to be going strong in all directions, i think it would be a good idea to create an application for tablets and smartphones. It could make ordering for delivery easier, customers could be part of a loyalty program and the customer engagement and feedback could be strengthened.

Among other burgers, Bareburger also offers unusual options for burgers such as wild boar, elk and ostrich. All organic but 100% tasty, Bareburger is expected to open another 15-20 restaurants in 2014 with expansions in Washington, New Jersey and Philadelphia among others.

Clandestine Burgers in the Heart of NYC

 

The best burger in NYC?  About a decade ago, this hidden gem expected no more than a maximum of 600 customers a day; within the first year they were far past that. A juicy patty served on a warm buttered bun and topped with ‘the works’  – lettuce, tomatoes, pickles, onions, mustard, ketchup and mayo. Yes, this is what you would get. Concealed within the glorious lobby of The Parker Meridien hotel, the Burger Joint is actually pretty popular.

In fact, what they do, it’s more than just advertising. By being so secretive about the restaurant, the Burger Joint has actually gotten people interested and thus gained a lot of earned media. Being a hot topic and a rare find, word has gotten around that it’s one of the top burger joints in Manhattan. Other than being spread by word of mouth, the Burger Joint has become quite popular by being written about in several magazines such as the NY Mag and The Village Voice as well as in various blogs especially foodie blogs such as http://blog.zagat.com/2012/10/new-yorks-best-patty-le-parker.html

At the Burger Joint, they know how to connect with their customers. For instance, the walls are covered with graffiti created by customers while dining at the joint. In addition to this, they create a family like environment. Some employees have been with the restaurant since it opened up. Two even fell in love, got married, started a family and are still loyal employees at The Burger Joint. Stories like this prove that they have a great work environment where people are happy and feel comfortable. Now that is valuable and may be perceived as an asset to the company.

Furthermore, through social media networks and platforms, the Burger Joint has an ongoing relationship with its customers. Firstly,  they connect with their customers through Twitter. With about 3,500 followers, The Burger Joint tweets and retweets to their customers. You can even tweet to them through their website, it’s interactive. In addition to this, they also engage with their customers on Facebook. Their page has about 4,500 likes as well almost 17,000 check ins!!! They are present on Google+ and Pinterest as well.

As of very recently, The Burger Joint has opened another branch near the NYU campus as well as one in Korea and plans for one in Dubai. With these expansion, the Burger Joint is doing something right.

By keeping a very specific standard, having their own butchers who create their unique hamburgers and providing a ‘family’ like environment; The Burger Joint will only gain more fans.

The Provocateur: Innovative, Witty& Unconventional

The rebel who retains a certain mystique.

Yes, that was used to describe me. The fascination test provided some insight on how I could use the abilities i am best at to further my career.

In my opinion, the results of the fascination test describes me pretty well. My primary trigger is rebellion and my secondary is mystique. It’s true, I do embrace change and exploration, I love adventure, I am independent as well as unpredictable. I often find myself Intriguing others with understatements. When people want to know more and are curious enough to ask, it leaves room for a broader discussion and more opinions being shared.

The fascination test also says I have the ability to be creatively innovative however, i shouldn’t give it away all at once. Combined with mystique these ideas will fascinate.

Nonetheless, the results state that my unexpectedness my be a disadvantage. To me, unexpectedness is something that triggers excitement and passion. All innovative ideas came from the unexpected. In order to reduce this ‘disadvantage’ I will need to built upon trust with others; something unexpected from someone trustworthy is very different than something unexpected from someone unreliable.

Furthermore, the suggested action plan by this test is to first encourage and empower, not to keep all my eggs in one basket and to be sure i have found the right niche to foster my ideas.

Incorporating rebellion with mystique in the best way i know how, I hope to fascinate in all situations!

Catch of the Day

Discounted dinners and half priced drinks? How about an hour massage for the price of twenty minutes or even an affordable trip to London? These are just a few examples of the numerous deals offered by Groupon.

Groupon is a deal-of-the-day (which usually lasts for longer) service for consumers. Other than offering a 20-70% discount on wining and dining, goods, and even getaways; by reaching so many customers, Goupon’s bundles act like advertisements.

Having reached almost 42 million customers, Groupon is definitely doing something right. i personally find their Iphone application to be very useful. Other than being able to navigate through the various deals offered and purchase them, you may now reserve a table if the bundle you will be purchasing is at a restaurant or bar. It is very user friendly and simple.

Navigating through this application is quite easy. You may search by word if you are looking for anything in specific, or you may browse through the various categories such as ‘food and drinks’ or ‘getaways’ which are then divided into subcategories. Further, under your profile, you may add personal information such as your location as well as your preferences and this helps Groupon send you more tailored deals. In addition to this, you may safely save your credit card information which save so much time and effort when purchasing a bundle.

Another reason that makes Groupon my favourite amongst its competition are the aesthetics of the application. Colourful and bright, filled with pictures and illustrations representing each deal, including maps, details about the deal as well as the fine print. I have tried trampoline sports and loved it just by being intrigued by the picture. Being someone with a curious nature,  i love that Groupon’s application can, on a regular basis, introduce to many new and interesting events.

Get your deal before it’s over – it’s the catch of the day.

+961

Area codes? +961… Home sweet home.

961 Beer is Beirut’s hipsters’ favorite beverage and since December 2012, it has tapped into to the world’s most crowded microbrew market, the States.

Though 961 Beer exports 60 percent of it’s annual production to countries across Europe and Asia, including Dubai, Hong Kong, the U.K. and France; the U.S. market is still the largest, most competitive beer market in the world, with over 2,000 brands for sale. Now, this Lebanese Pale Ale can be found in liquor stores and some upscale grocery chains in Brooklyn, Chicago as well as multiple other cities on the East Coast.

The story behind 961 Beer? In the summer of 2006, during the war between Lebanon and Israel, Mazen Hajjar along with friends began brewing beer in his kitchen. Two years down the road, Mazen managed to open the only microbrewery in the entire Arab world. Using ingredients such as Lebanese thyme, sumac, mint, sage, anise, and chamomile, you can imagine the distinctive taste of this Lebanese brew. Within six years, 961 Beer expanded tremendously.

Other than having discussions with their customers and creating a 961 Beer community through several social media platforms such as Twitter, Facebook, Instagram, and even their own blog; 961 Beer has won the Lebanese hipsters through working with several Lebanese artists and musicians in order to play their role in the promotion of arts in Lebanon.

Will 961 Beer survive in the US?