Category Advertising

Businesses Are Realizing That Snapchat Isn’t Going to Disappear Anytime Soon

Photo credit: Marco Verch on Flickr.For a while now, marketers have debated about whether or not it is a good idea to use Snapchat to market a brand’s products or services.

However, in recent months, the app that is known for its disappearing content seems to have more vocal fans than detractors.

At the very least, more brands are experimenting with it.

The obvious reason for this is the fact that more and more people have started using the app.

In fact, according to a post on the comScore blog written by Adam Lella, “Snapchat isn’t just for teens and college-age adults anymore. While still wildly popular among these younger demographic segments, the ephemeral photo and video sharing app is also rapidly growing its user base among older Millennials (Age 25-34) and those 35 years-and-older. Three years ago, Snapchat’s app was only being used by 5% of smartphone users age 25-34 and 2% of users age 35+, according to comScore Mobile Metrix. Today its penetration among these two age demos is an impressive 38% and 14%, respectively.”

What is maybe more impressive is the fact that 69% of smartphone users age 18-24 use Snapchat.

“Snapchat’s growth has likely been fueled by the introduction of several popular product features over the past few years, which amplified its already powerful network effects,” the author of the comScore post explains. “Most notable among those new product features was the launch of “Stories”, which allows a user’s “snaps” (i.e. photos or videos) to be viewed in a chronological order by their friends an unlimited number of times in a 24-hour period. The Stories feed also includes coverage of various live events or places, in which some of the best snaps from users engaging with that showcased event are curated into one story available to all users. And more recently, Snapchat began regularly adding innovative ways to express oneself, such as “Lenses,” the camera’s creative filter options which make simple photos and videos more fun and entertaining.”

Knowing this, many marketers have started looking for ways to leverage the new Snapchat features to reach all of the customers and potential customers who use the app.

For businesses that are thinking about using Snapchat, here are a few things to consider.

Snapchat Lenses and Geofilters

As Adam Lella pointed out in the comScore post, the fact that Snapchat gives users the option to make their content more fun by providing lenses and geofilters has helped fuel the growth of the app.

While similar, there is a slight difference between a Snapchat lens and a geofilter.

Lenses give users the ability to add real-time special effects and sounds to the user’s Snaps.

By now, you have probably seen the rainbows coming out of a person’s mouth or a person’s face morphed into a zombie. (President Obama used the zombie Snapchat lens in his 2016 White House correspondent’s dinner video.)

Several large brands have also used sponsored lenses to increase awareness of their products or services.

In fact, earlier this year, Taco Bell launched a sponsored lens to celebrate Cinco de Mayo that resulted in 224 million views in one day. According to Adweek, this “shattered a Snapchat record.”

According to the New York Times, a Snapchat lens like this could cost between $450,000 to $750,000. This puts sponsoring a lens out of reach for many businesses.

However, that doesn’t mean that smaller brands can’t get in on the fun.

Snapchat also has geofilters that businesses can purchase for considerably less.

Geofilters are basically digital graphics that can be put over the user’s Snaps to make the current photos or videos more interesting.

In addition to the free community geofilters and the filters that can add various stats like time, temperature, or the speed that a person is going, Snapchat also offers on-demand geofilters that can be purchased by businesses or even users themselves.

The Personal Geofilter can be used to promote weddings, parties, birthdays, graduations, or just about any other event that is tied to a physical location.

A Business Geofilter can be used to help promote sales or any other event that is taking place at the business.

According to a LA Times article, these geofilters can be purchased for as little as $5 depending on when and how large of an area you want to include.

This inexpensive price makes it possible for local bars and restaurants to experiment a little.

Snapchat Stories

As mentioned in the comScore article, the other feature that has helped fuel Snapchat’s growth is the introduction of Snapchat Stories.

Again, the Snapchat Stories feature lets friends view a user’s Snaps an unlimited number of times within a 24-hour period.

A lot of brands are using Snapchat Stories to give users a behind the scenes look at the business, offer an all-access view of an event, offer surprise coupons and discounts, or create an interesting story that connects with customers.

For example, Red Bull often lets influencers take over their account in order to let users see what it is like to live and compete in some of the extreme sports that fit the brand’s image.

Other brands like Express are using Snapchat to highlight some of the items that they have for sale and then ask for engagement with the brand. They then acknowledging those who do respond, which is a great way to make customers feel valued.

These are just a few suggestions. There are many different case studies to be found on the Internet.

Also, you need to understand that any brand can create Snapchat Stories, and these shouldn’t be confused with the content provided on Snapchat Discover.

Not Everyone Is a Fan of Snapchat

I started this post off by mentioning that there has been a debate going on about whether or not brands should invest in Snapchat.

And, while a lot of brands have started to at least experiment with Snapchat, others think that it is a waste of time. These people often list measurement issues among their largest concerns.

In a Forbes article, Mark Fidelman explains the concerns that he has with Snapchat.

Many of his complaints are similar to others I’ve heard before.

However, the one point that he makes that really hits home with me is the fact that when a person sees your content on Snapchat, there is no way to send them to your website or blog using a clickable link. This not only makes it difficult to drive sales, it also makes it difficult to attribute a conversion to Snapchat. And, the fact that there aren’t any links from the app means that your efforts won’t help with SEO at all.

Final Thoughts

There are definitely issues that make it difficult for some businesses to justify investing in Snapchat to market their products or services.

However, given the fact that a lot of people have started using the app, it might make sense to invest at least a part of your marketing spend on the app.

If done right, using Snapchat can be a fun way to connect with your current and potential customers.

In my opinion, this is an app that I would keep an eye on and try a few things, but it is not a place that I would invest a lot of time in. At least not now.

That said, I also don’t think that Snapchat is going disappear anytime soon.

It is just somewhat difficult for businesses to use Snapchat to market their products and services. And, it’s even more difficult to measure the results of these efforts.

This, however, might be part of the reason why so many people have started using Snapchat.

Photo credit: Marco Verch on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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A Few Ways to Use Pokémon Go, Ingress, and Other AR Games to Promote Your Business

Photo credit: Eduardo Woo on Flickr.By now, you have probably heard about the new location-based augmented reality (AR) game from Niantic.

According to USA Today, “The mobile game Pokémon Go topped 15 million downloads on Apple’s App Store and Google Play, according to estimates from research firm SensorTower.”

“Pokémon Go is also among the most heavily used apps on a daily basis since its launch,” the article continues. “According to iOS usage data from Monday, users spent an average of 33 minutes a day playing the game. By comparison, the average iOS user spent 22 minutes on Facebook and 18 minutes on Snapchat.”

The article also points out that according to data from SurveyMonkey, as of July 11, Pokémon Go has 21 million daily active users in the United States alone.

As the game expands to other countries, the numbers of Pokémon Go players should continue to skyrocket.

With this in mind, businesses might be looking for ways to cash-in on the Pokémon Go craze.

For those businesses, here are a few suggestions.

Take Advantage of the Increased Foot Traffic

As several business news sites have pointed out, Pokémon Go is a location-based game that will drive potential customers to local businesses.

As a Forbes article suggests, business owners should check out the game to see if their business doubles as a Pokémon gym or Pokéstop.

If so, it could create a Pokémon-inspired drink or dish or offer discounts to customers who are playing Pokémon Go.

Knowing this, some businesses might be wondering how they can be included in the game.

At this time, it appears that a business can’t request to become a Pokéstop or Pokémon gym.

This is because they are currently being created based on data collected from Niantic’s other popular augmented reality game, Ingress. (Note: A Wall Street Journal article mentioned that the idea of a business paying to become a Pokéstop or Pokémon gym to increase foot traffic will be an option in the future.)

Those of you who are familiar with Ingress know that many of the portals used to in the game are actually places submitted by users and approved by Niantic. In order to be approved, the places needed to fit a specific set of criteria. In particular, Niantic was looking for locations with a cool story, places with a historical significance or educational value, cool pieces of art or architecture, hidden gems or hyper-local spots of interest to the community, public libraries, and public places of worship.

As Derek Walter points out in a post on Greenbot.com, you can use the Ingress Intel Map to help locate Ingress portals, Pokéstops, and Pokémon gyms.

If your business is lucky enough to have a Pokéstop nearby, you can help get increased foot traffic by purchasing an in-game item call a “Lure Module”. This will help attract Pokémon to the Pokéstop. And, where there are Pokémon, the Pokémon Trainers (i.e., potential customers) will inevitably go.

A recent Bloomberg article pointed out that L’inizio’s Pizza Bar in Queens was one of the first businesses to give it a try.

“Food and drink sales spiked by about 30 percent compared with a typical weekend, according to pizzeria manager Sean Benedetti,” the article reports. “It was part luck—the game chooses which public locations to imbue with special significance in its virtual world—but there was also savvy strategy. Benedetti, 29, spent about $10 on “Lure Modules,” an in-game purchase that attracts Pokémon to a specified location. Players soon picked up on the fact that L’inizio’s was well worth visiting. “People are coming out of the woodwork because of this game,” he said.”

The Bloomberg article also points out that while the quest to find Pokémon might increase foot traffic, it doesn’t always translate into increased sales.

However, I would guess that the locations that haven’t seen an increase in sales might benefit by offering a special or discount to entice people to become paying customers.

Take Part in Game-Related Events

Ingress currently has a series of free events that allow players to gather and compete with other local and visiting players.

While I am not sure if it is possible to become an official sponsor of these events, if your business is located near one, it would be a smart idea to offer discounts to players who would need to refuel along the way.

There hasn’t been any mention of similar Pokémon Go events. However, given the immediate popularity of the game I would be willing to bet that there will be some in the near future.

Become Part of the Game

Actually becoming part of the game is a possibility.

Anyone who has played Ingress is familiar with the sponsored items that enhance in-game play.

These include the AXA Shield (sponsored by AXA—the French multinational insurance firm,) the SoftBank Ultra Link (sponsored by SoftBank Group Corp.,) the MUFG Capsule (sponsored by Mitsubishi UFJ Financial Group,) and the Lawson Power Cube (sponsored by Lawson, Inc.)

While experts are already warning that adding too much advertising could ruin the in-game experience in Pokémon Go, sponsorships and other in-game advertising are a possibility. However, sponsorships are probably going to cost more than many businesses have in their budget, particularly if Pokémon Go continues to grow in popularity.

Either way, businesses should probably keep an eye open for sponsorships and other in-game advertising opportunities.

Final Thoughts

I definitely see the possibilities that are created by Pokémon Go, particularly because of its appeal to a wide range of people.

The suggestions that I included in this post are just some of the things that businesses can do to leverage the interest that people have shown in Pokémon Go.

If the game has staying power, it will not only be good news for Niantic and The Pokémon Company, but it will also be good news for companies that plan to release other AR games in the future.

Furthermore, it will also be another way for business owners to use mobile phones to get new and existing customers to visit their businesses.

That’s a win-win-win.

Now, I need to go find me some Pokémon.

Photo credit: Eduardo Woo on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Smart Marketers Know When to Zig While Others Zag (and Vice Versa)

Photo credit: N i c o l a on Flickr.

A 2013 Fast Company article has some insight that marketers could benefit from.

Disruptive strategies begin with the courage to zag where others zig,” writes Kaihan Krippendorff. “If your competitors are all starting to turn left, you look right. It is actually not that hard to do. It takes no brilliant foresight. It does not require seeing what others don’t. It simply requires reading the herd. When your competitors all start running in one direction, you just need to ask, “What if I ran in a different direction?””

While the article is talking about focusing on different product attributes to get more customers, this advice could easily be transferred into other areas of business.

In particular, I think that marketers could benefit by thinking this way when determining where to invest their marketing and communications budgets.

As I mentioned in the last post, using the 70|20|10 approach to determine where brands should invest their marketing and communications spend is a great start.

This approach helps brands plan for the future, while also focusing on the things that make them successful today.

As you can guess, investing in new media channels before others do can be very beneficial.

However, a recent Advertising Age article points out that sometimes more traditional forms of media can also be a smart move for a brand, for many of the same reasons that brands choose to try new things.

And, this can be summed up with two words: less competition.

The Value of Getting There First

With any new media channel, there are some brands that will jump on board right away hoping that they will be able to reach consumers before other brands figure it out.

There is a risk involved, particularly if users don’t show up.

Brands could also fail if the users who do show up aren’t in the brand’s target market.

However, because initially costs are low, there can be a high payoff by getting there first.

As the media channel matures and gets accepted by more users, it is inevitable that other brands will start to make an investment in the channel.

This is okay as long as the number of users continues to grow at a faster rate than the number of brands investing in the channel.

However, there usually comes a point when the number of brands investing in the media channel continues to grow, but the increases in the number of users slows down.

Because there is an increased competition to reach a finite number of eyeballs, the costs to advertise on the channel will increase, and thus, decrease the return on investment (ROI).

This concept can even be applied to a brand’s content marketing efforts, where some of the largest investment is in the time spent creating the content. For an example of this, you just have to look what Mark Schaeffer calls “content shock”.

Basically, he pointed out that the supply of content (blog posts) continues to increase, but the demand remains virtually unchanged. This has led to decreased engagement on blogs.

That doesn’t mean that using these new ways to reach consumers are a bad investment, they just tend to get less effective as the competition grows.

Furthermore, this doesn’t necessarily mean that brands should back away from these new media channels or alternative ways to reach consumers as soon as the competition increases.

However, brands do need to measure the effectiveness of each channel and adjust accordingly. The decision to move forward or pivot will need to be made on a case-by-case basis.

The Value of Using Old Media

This brings me to the Advertising Age article mentioned earlier.

The article highlights a study from Nielsen Catalina that was presented at the Advertising Research Foundation Audience Measurement 2016 Conference in New York.

Without getting into all the specifics, Nielsen Catalina found that at least among the consumer packaged goods (CPG) companies that were included in the study, magazines and television outperformed some of the new media options available to advertisers in some of the analyses.

As the author of the article points out, “The study only covers CPG, and deeper analysis suggests media effectiveness may differ for other categories, because it even differs within CPG categories and brands. Big, high-market-share brands purchased frequently had the highest returns on media spending. Brands with smaller market shares or purchased infrequently had lower returns.”

Nevertheless, brands should be exploring all options available to them.

“Much of the money that’s been chasing digital video and driving up its CPMs has been driven by the search to find millennial and Gen Z audiences that have gotten harder to reach with conventional TV or magazines,” the author of the article writes. “But regardless of the demographics, the Nielsen Catalina data suggest there’s plenty of sales impact to be had from older media.”

Note: This analysis appears to only focus on paid media. Digital marketing often includes earned, owned, and shared media. The point that I am making here is that we shouldn’t forget to examine some of the more traditional media options available, particularly when the competition abandons them.

Final Thoughts

The 70|20|10 approach is great because it encourages brands to invest some of their marketing and communications spend on trying new things.

If a brand is able to try new things early enough, it can learn a lot about what works and reach potential customers even before the competition arrives.

However, while the brands that get there first have a slight advantage, even their results will decrease as the amount of competition increases.

It is therefore important to look at the overall picture and evaluate what works and invest in marketing channels that will provide the best return on investment.

Sometimes, this means looking at some of the more traditional media channels that other brands have abandoned.

In other words, sometimes it pays to zig while others zag, and vice versa.

Photo credit: N i c o l a on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Note to Marketers: Holidays Help Connect Us to Others… and Every Day Is a Holiday

Photo credit: Qfamily on Flickr.The idea of creating a marketing campaign that is focused on a holiday is nothing new.

Businesses have been doing this for years.

They do it because it works.

Part of the reason why it works is because people often want to feel a connection to the world around them, and holidays tap into that need.

In a 2013 post on the Everyday Sociology Blog, Dr. Karen Sternheimer, sociologist at the University of Southern California, points out that the rituals associated with the end-of-year holiday season help us feel connected to the rest of society.

As she writes, “Sociologist Emile Durkheim saw rituals as a form of social glue, holding societies together. Shared experiences, like religious and secular celebrations may help create a feeling of commonality. As sociologist Diana Kendall discusses in her book Framing Class, during the holidays media coverage tends to highlight giving to the less fortunate more than other times of year. She found that news stories tend to be more sympathetic and less critical of the poor, highlighting their humanity and stressing our common bonds.”

“Whether the rituals are gift giving, religious worship, or other cultural practices, they serve to unite us with the people we celebrate them with,” she continues. “Wishing strangers “Happy Holidays,” “Merry Christmas,” or “Happy New Year,” extends these bonds beyond our immediate social group.”

Every Day Is a Holiday

While Dr. Sternheimer was talking about the end-of-year holiday season, this enhanced feeling of connection to others as a result of celebrating holidays can happen during any time of the year.

And, marketers are in luck, as there are many reasons to celebrate all year long.

In fact, as you will find with a quick Google search, every day is a holiday.

Sure, you might think that many of these obscure holidays seem hokey or just plain made up. And, it’s okay to think that because many of them are.

In fact, many of these holidays were made up by the man who founded the Foodimentary website.

However, people often celebrate these made-up holidays.

Peeps Aren’t Just for Easter

In an effort to expand their sales beyond the Easter season, Peeps, the brand of marshmallow candies that is over six decades old, introduced Peeps Minis with a marketing campaign that attempted to link the brand to some of the more quirky and obscure holidays.

According to a 2014 New York Times article, “Todd Condie, a copywriter with the Terri & Sandy Solution, said the concept for the campaign sprang from the idea that Peeps were associated with special occasions.”

“What we kept coming back to was that what really defined Peeps as a product was the fact that it was associated with special times, so we tried to figure out what made every day special,” Mr. Condie is quoted as saying in the article. “And it set us off into this world of weird, quirky holidays that really fit the quirky nature of the Peeps brand.”

Fast forward two years and it looks like Peeps Minis did not go over so well.

However, if you visit their Twitter page or any of their other social media accounts, you will notice that the people in charge of marketing Peeps haven’t abandoned the idea of using holidays to sell their tasty treats.

Using Holidays to Fuel Your Social Media Marketing Campaigns

Given the fact that holidays tend to make us feel more connected to each other, it makes sense that brands use holidays in their social media marketing campaigns, as social media is all about connecting and sharing with others.

Therefore, it’s not surprising that in the Market Motive/Simplilearn Advanced Social Media Certification Training, Jennifer Cario, President of SugarSpun Marketing and Author of Pinterest Marketing: An Hour a Day, suggests incorporating holidays into a business’s content mix to catch the attention of current and potential customers.

As she states, “Do you have some type of holiday tie-in? If you sell GPSs, can you do something around Columbus Day that’s got some humor to it? Do you want to push your specific candy as the perfect topper on National Ice Cream Day? There are legions of websites out there that list every single sub-holiday that exists.”

“National Tweed Day and, again, National Ice Cream Day, and Share a Hug Day,” she continues. “There’s millions of those, and there’s the opportunity to produce content around all of them. Then to creatively use some promotion and some viralized concepts and feeding things out to influencers to get people talking just based off the excuse of what’s basically a made up holiday.”

“But, again, if it gets people interested, and it catches their attention, it can be a fun way to put some content together,” says Cario.

Final Thoughts

As Dr. Karen Sternheimer pointed out, the rituals associated with holidays unite us with others and extend bonds beyond our immediate social groups.

This is something that brands have taken advantage of when creating marketing and advertising campaigns over the years.

As experts have pointed out, marketers don’t need to wait until the next big holiday to tap into the positive feelings associated with the major holidays sprinkled throughout the year, because every day is a holiday.

In fact, there is a holiday for just about everything.

While some of the holidays seem a bit hokey or contrived, that’s okay.

If celebrating the holiday fits the brand’s image, creating content built around the holiday can still create the sense of unity.

This will help connect the brand with current and potential and customers in a light-hearted way that will likely be a welcome distraction given some of the more heavy and somber issues that people need to deal with in their everyday lives.

Photo credit: Qfamily on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Don’t Worry, They’re Just Words: Lost in Translation

Communication is often difficult enough when we are all speaking the same language.

It becomes even more difficult when your target audience is more comfortable using a different language.

A report released by the Center for Immigration Studies pointed out that one in five U.S. residents now speak a language other than English at home. Furthermore, the U.S. Census Bureau reports that this percentage is much higher in several major metropolitan areas in the United States. In fact, in Los Angeles and Miami, over half of the population 5 and older speak a language other than English at home.

The Washington Times article that talks about the overall percentage of U.S. residents who now speak a different language at home points out that English might be spoken some of the time.

According to the article, “Although many of those are bilingual, more than 25 million residents say they speak English at levels they would rate as less than “very well,” according to the report, which is based on the latest Census Bureau figures.”

This can be a problem for communications professionals who are trying to inform and influence customers and prospects about a brand’s products or services.

In many cases, in order to reach some of their potential customers, the brand’s messaging will need to be translated from English into another language.

In some cases, specific ad campaigns will need to be created to appeal to customers of different cultural and ethnic backgrounds.

However, as studies have shown, when translating from one language to another, care needs to be taken as even the structure of another language can change the way the message is received, and thus impact its effectiveness.

Languages Force Us to Think Differently

As a 2010 New York Times article explains, “SINCE THERE IS NO EVIDENCE that any language forbids its speakers to think anything, we must look in an entirely different direction to discover how our mother tongue really does shape our experience of the world. Some 50 years ago, the renowned linguist Roman Jakobson pointed out a crucial fact about differences between languages in a pithy maxim: “Languages differ essentially in what they must convey and not in what they may convey.” This maxim offers us the key to unlocking the real force of the mother tongue: if different languages influence our minds in different ways, this is not because of what our language allows us to think but rather because of what it habitually obliges us to think about.”

For example, English requires that we use tenses, thus communicating whether an event happened in the past, present, or future. In comparison, Chinese does not force people to think about when something happened because the same verb is used to describe an event that takes place in the past, the present, or the future.

As the article goes on to point out, “Again, this does not mean that the Chinese are unable to understand the concept of time. But it does mean they are not obliged to think about timing whenever they describe an action.”

On the other hand, English does not force us to conjugate verbs to show the gender of a person who we are talking about each time they are mentioned. However, this is a requirement for people who are speaking in French, German, or Spanish.

It is interesting to note that in many languages, a male or female gender is also assigned to inanimate objects.

Even more interesting is the fact that this influences how people see these objects.

As the New York times article points out, “When speakers were asked to grade various objects on a range of characteristics, Spanish speakers deemed bridges, clocks and violins to have more “manly properties” like strength, but Germans tended to think of them as more slender or elegant. With objects like mountains or chairs, which are “he” in German but “she” in Spanish, the effect was reversed.”

These are just two examples of how language has an effect on the way that people see the world around them.

If you search on Google, you can find many additional examples.

Final Thoughts

Back in 2012, I wrote a few posts about the important role that the words that we choose to use play in communication.

In particular, I pointed out how changing one word can have a huge impact on the message conveyed to the recipient. In some cases, the omission of a word can also completely change the meaning. I also highlighted the fact that social media is often like the telephone game, where the original message changes as it gets passed from person to person.

As I stated in one of the posts, “At times, the ideas that we are trying to convey to others might not be properly communicated because the intended recipients don’t understand the meanings of the words that we use. (In some cases, the words that we use might actually have different meanings among people with different cultural backgrounds.)”

“In other words, what we are trying to say might get lost in translation even if the people who we are trying to reach speak the same language,” I continued.

As I pointed out in this post, it gets even more complicated by the fact that various languages force us to think about different things, and therefore change the way that we experience the world.

Therefore, businesses need to understand that even though they may intend to send the same message to potential customers when their communications are translated into different languages, the message won’t necessarily be received in the same way because of subtle differences in the way each language is structured.

In other words, the message can truly be lost in translation.

What follows is a Ted Talk given by behavioral economist Keith Chen. In the talk, he explains how these subtle differences in languages correlate with our willingness to save for the future.

Video credit: TED on YouTube.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Product Packaging—Valuable Real Estate in a Mobile World

The package that a product is sold in is valuable.

In fact, sometimes it can actually be the reason why a customer chooses one product over another.

Malcolm Gladwell highlighted this in his book, “Blink: The Power of Thinking Without Thinking.”

In the book, Gladwell talked about Louis Cheskin’s work with package design, which on more than one occasion led to dramatic increases in sales.

Paco Underhill also addressed package design in his book, “Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond.”

And, if you look, a quick search on Google could uncover a lot of advice from designers that you might find useful.

But, what I find interesting are some of the things that brands are currently trying that not only can influence sales, but can also provide value to customers, encourage sharing on social media, and can be an additional source of revenue.

Here is a list of a few examples that I have found recently, each of which encourage customers to use their smartphones in one way or another and ultimately help get customers talking about the brand online.

While the examples listed do not include packaging found on a shelf in a brick-and-mortar retail store, the lessons learned could easily be applied there as well.

 

A photo posted by Chad Thiele (@chadjthiele) on

Amazon Minions Boxes

When a customer purchases an item from Amazon.com, everyone who sees the product get delivered knows where they bought it. With its arrow that looks like a smile, the Amazon.com logo is easily recognized.

However, when Amazon.com sold the space on their boxes to advertise Minions, it created a lot of positive buzz for the brand and the movie.

Aside from the novelty factor (this was the first time that non-Amazon ads appeared on the boxes,) they also encouraged customers to take a photo of themselves holding the box and post it on social media sites using the hashtag #MinionsBoxes for a chance to win a $1,000 Amazon gift card.

Therefore, they not only generated some extra revenue by selling the space on their boxes, they shared in the spotlight when customers posted their photos on social media.

And, a lot of people posted these photos.

You can still search the hashtag on Twitter and Instagram for examples.

Zappos #ImNotaBox Campaign

As an article on Adweek.com points out, “Zappos wants you to think outside the box. Beginning with the box itself.”

“On June 1, the online retailer will begin shipping some shoes in a very cool new box (designed in-house) that features a collection of template designs printed on the inside—encouraging the recipients to fold, cut and otherwise reuse the box into item [sic] like a smartphone holder, a children’s shoe sizer, a geometric planter and a 3-D llama,” the article continues.

Similar to the Amazon.com box, Zappos is encouraging customers to share the creative things that they do with the box on social media.

The boxes haven’t started shipping yet, but there is little doubt that they will get some people talking about the brand online.

For additional information, go to www.imnotabox.com.

McDonald’s Turned a Happy Meal Into a VR Headset

In March, McDonald’s Sweden launched a promotion that they dubbed “Happy Goggles.”

According to Adweek, McDonald’s Sweden created 3,500 Happy Meal boxes that could be turned into virtual-reality viewers. These special Happy Meal boxes were available in 14 restaurants over the weekends of March 5 and March 12.

“The push is tied to the Swedish “Sportlov” recreational holiday, during which many families go skiing,” states the Adweek article. “With this in mind, McD’s created a ski-themed VR game, “Slope Stars,” for use with the oggles [sic] (though they work just as well with any mobile VR experience). The game can also be played in a less immersive fashion without them.”

As the Adweek article also points out, it is similar to Google Cardboard.

This is just one mobile marketing campaign that McDonald’s has recently tested.

They also recently tested a placemat made from a special paper that works with a smartphone and an app that allows customers to create music while dining at McDonald’s restaurants.

They called this special placemat the “McTrax.”

Alas, this campaign was only available in the Netherlands. Last month.

It appears that McDonald’s lets its European customers try all the cool things first.

Final Thoughts

As a result of Louis Cheskin’s work, we know that package design can have a huge impact on sales.

We also know that smartphones are a huge part of your customers’ lives.

Therefore, it makes sense that brands encourage customers to engage with the brand in various creative ways using the packaging that their products are sold and shipped in.

As with everything that we do in the marketing world, it is important to test and monitor the effects that these creative package designs have on sales. Because, as pointed out, the packaging can influence sales in both positive and negative ways.

That said, if you don’t try new things, you might be missing out on a huge opportunity to create buzz around the brand that can impact your bottom line in immeasurable ways.

Photo credit: @chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Showrooming, Webrooming, and the New Reality of Omni-Channel Retail

Photo credit: Jason Howie on Flickr.A few years ago, some retail experts speculated that mobile phones and online retailers would put many brick-and-mortar stores out of business.

They thought that these brick-and-mortar stores would become nothing more than showrooms where customers would go to check out and try on merchandise, only to purchase the items online at a better price. Thus, brick-and-mortar stores would become less profitable, forcing some to shutter their doors.

Fast forward a few years and we now know that brick-and-mortar stores are not going anywhere anytime soon. In fact, it is estimated that over 90% of current retail sales still take place in a brick-and-mortar store.

As I have pointed out in the past, Forrester Research predicts that online sales will rise in the next 10 to 15 years to as much as 25 percent of total sales. However, that means 75% of retail sales will still take place in a brick-and-mortar store.

While the prediction of the demise of the brick-and-mortar store was premature, changes in the way that many customers shop often resembles the definition of showrooming, or at least a slight variation of it.

Therefore, even though many sales still take place in a brick-and-mortar store, retailers can’t rest on their laurels.

What Is Showrooming and Webrooming?

According to Wikipedia, “Showrooming is the practice of examining merchandise in a traditional brick-and-mortar retail store or other offline setting, and then buying it online, sometimes at a lower price. Online stores often offer lower prices than their brick-and-mortar counterparts because they do not have the same overhead cost.”

“The reverse phenomenon is webrooming,” says Wikipedia. “In webrooming customers research a product online and buy in a store.”

A Broader Definition of Showrooming

In his book, “Mobile Infuence: The New Power of the Consumer,” Chuck Martin, author and CEO of the Mobile Future Institute, examines showrooming and its effect on retail.

In the book, Martin highlights the results of a 2012 study conducted by ForeSee.

This study provided insights that slightly change the way that we look at showrooming.

“Many retailers that focus on dealing with showrooming, discussed in an earlier chapter, tend to view it as an in-store-only phenomenon,” writes Martin in his book. “A key finding in the ForeSee study is that a large percentage of the mobile usage related to retail is being done at home while preparing to visit a store. This is precisely the pre-buy phase of mobile influence. This means that the actual showrooming may not be as significant in scope at the physical store, since the activity of shopping via mobile is not location-dependent. It can be done anywhere.”

Larry Freed, president and CEO of ForeSee is quoted as saying, “Showrooming is happening, but it’s not happening at breakneck speed. Retailers need to be aware of it but realize it’s just another method of competitiveness.”

In a post on the K3 Retail blog, Chris Donnelly, head of global retail practice at Accenture, is quoted as saying, “The first thing I’d note is that retailers have been showrooms for centuries… If you can’t close the deal when someone is in your store looking to buy, then shame on you. But that aside, what we’re actually finding is that the trend is increasingly the inverse. We call this ‘webrooming’, where a product is researched at home, then consumers go into the store to buy… Yes, online is the side of retail growing the most in the next five years, and we expect 10 to 20 per cent of sales to be online. But that means 80 to 90 per cent are still occurring in-store.”

According to the K3 Retail post, “Research by Accenture found that 73% of shoppers engaged in “showrooming”, while 88% of consumers used “webrooming” as a shopping strategy.”

The New Reality of Omni-Channel Retail

Study after study is proving that customers are researching the products and services that they intend to buy through multiple channels. This includes at a brick-and-mortar store, on a desktop computer, on a smartphone or tablet, via the telephone, in mobile apps, and in any other way imaginable.

And, while most sales are taking place in brick-and-mortar stores, customers do buy products via other shopping channels.

Therefore, because customers can now research products at any time that is convenient to them and are using multiple channels to do it, every transaction that includes an interaction with the customer in a brick-and-mortar store and an online or mobile store has the potential to be classified as an instance of showrooming or webrooming. The only difference is when and if the retailer closes the sale.

To complicate this further, a customer in a brick-and-mortar store could check out merchandise at one brick-and-mortar store, research prices online, and then go to another brick-and-mortar store to buy the item because the other store is selling the product for less.

Is this showrooming? It could be classified that way.

However, who really cares about how we label it?

The reality is that retailers shouldn’t care if their customers buy from them in a brick-and-mortar store or if they buy from them online. What they need to worry about is whether or not customers are buying from them or if they are buying from the competition.

Therefore, they should be making sure that they are offering the best possible shopping experience to their customers at every touch point and giving them the ability to purchase the product quickly and conveniently from wherever and whenever the customer wants to.

Final Thoughts

Retailers should be worried about showrooming and webrooming.

But, not because they care about how the customer is buying from them.

It shouldn’t be a battle between brick-and-mortar stores and online retailers. The real competition is the other retailer, not the medium or channel that customers are using to interact with the store.

As Brian Eisenberg, chief marketing officer at IdealSpot, is quoted as saying in an Click Z article, “Retail doesn’t exist without an online component and online retail isn’t as cost-effective if you don’t have a brick-and-mortar component. We’re connected all the time through the phones in our pockets, but we live in a physical world.”

Therefore, retailers should offer customers a consistent and seamless shopping experience across all shopping channels, from the brick-and-mortar store to the online and mobile store and everything in-between.

They need to optimize for conversion and customer experience in every channel so that the store is the best place to shop no matter how or when the customer wants to.

By focusing on what customers need and creating a better shopping experience than the competition everywhere customers shop will eliminate the need to worry about showrooming, webrooming, or whatever you want to call it.

Photo credit: Jason Howie on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Customers Love Coupons, but Hate the Fine Print

Photo credit: torbakhopper on Flickr.There is a lot of evidence out there that coupons help drive sales.

This is partially due to the fact that customers like coupons.

In fact, I’d even go as far as to say that customers love coupons. They love to receive them and the love to use them.

This is supported by a 2014 study that was conducted by Forrester Research on behalf of RetailMeNot.

According to an article on marketingcharts.com that cites this study, “Some 68% of respondents agreed (top-2 on a 5-point scale) that they are likely to tell a friend about a company that uses online coupons or promotion codes, and an equal 68% agreed that they are more likely to be loyal to a brand that offers online coupons or promotion codes. Lest that loyalty be to price rather than brand, the survey also indicates that half are more likely to buy a product or service at full price later from a company that offers online coupons or promotion codes.”

And, while the percentages vary, most sources indicate that nearly all consumers will use coupons at least once in a while.

Furthermore, according to a press release found on Quotient.com, research conducted by GfK on behalf of Coupons.com found that, “heavy digital coupon users shop 47 percent more often than the average shopper, spending $6,081 annually on groceries and household goods alone — an incredible 114 percent more than the national average.”

Research has even found that coupons make customers happier.

However, while customers do love coupons and even expect retailers to offer them, there is one aspect of a coupon that can provoke ire in even the most loyal customer.

It’s in the Fine Print

If you ask any retail employee, they could no doubt list a countless number of times when customers were happy with the savings that coupons provide.

On the other hand, they could also point out the many times when customers left dissatisfied with the store because they found out that the items that they intended to purchase were excluded. And, the only way to find that out was to read the fine print. Which, by the way, they probably didn’t do, so they brought the items to the register and were forced to pay full price or abandon the purchase.

Matt Brownell, consumer and retail reporter for DailyFinance.com, summarized the frustrations that many consumers have in a 2013 post.

In the post, he states, “When retailers run sales and coupons, they include fine print that limits what the deal actually applies to. In most cases, it’s relatively harmless — it defines the effective dates of the promotion, and may exclude select items like gift cards and jewelry.”

“But problems arise when retailers go totally overboard and try to exclude half the store,” he continues. “Department stores like Sears (SHLD) and Macy’s (M) tend to hold sales that exclude dozens of brands from the discount, and earlier this year Guitar Center took some heat for a coupon that excluded more than 300 brands.”

He goes on to say, “Sure, in a perfect world everyone would read and understand the fine print. But it’s not unreasonable for someone to see ‘20 percent off everything’ and assume that it applies to most of the merchandise in the store.”

And, he’s not the only one to point this out.

Here are some of the tweets that I found posted on Twitter in the last few months.

If these people got mad enough to vent their frustration on Twitter, it is more than likely that there are countless others who just walk away feeling a little less satisfied with the store.

Some businesses have acknowledged the frustration that customers have with the fine print by adding a little humor.

It’s Not Always the Retailer that Is to Blame

A 2015 article by John Matarese for WCPO in Cincinnati also highlights the frustrations that consumers can experience when trying to use coupons.

As he points out in the article, “Perhaps it would be easiest if the coupons simply listed the brands where you can use them.”

However, he also lets retailers, in this case Dick’s Sporting Goods, defend themselves.

According the article, Dicks explained that “manufacturers, not the store, make the rules, and typically do not allow markdowns on current season merchandise.”

Nevertheless, most customers don’t know this and it is the retailer, not the brand, that often takes the hit in customer satisfaction, trust, and brand loyalty.

Final Thoughts

Customers love coupons.

Research has shown that not only do they drive sales and lead to increased brand loyalty, but they could also lead to future sales for full-price items. Researchers have also found that customers who are heavy digital coupon users shop more than the average shopper does.

Therefore, there is no question that coupons are good for business.

However, retailers need to keep in mind that when they offer a coupon that excludes too many of the brands that shoppers really want, it can backfire and actually harm the store’s reputation.

Photo credit: torbakhopper on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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User-Generated Content Is Fuel for Recommendation Engines

Photo credit: Andri Koolme on Flickr.By now, most business leaders have heard that word-of-mouth recommendations from friends and family play a large role in the decision making process for many consumers.

With this in mind, many of these same business leaders have also accepted that social media should be leveraged, and have thus established a presence on the most-used social networking sites. Many have even gone the extra mile and actually engage with their customers on these sites.

But, what is often most important is what customers do and say online.

The beautiful product photos, positive reviews, and check-ins that customers post spread awareness about the businesses, products, and services that they use and hopefully like.

What they also do is leave a permanent record of a positive (or negative) interaction that a customer had with a brand.

As you know, if it is posted on the Internet, it can possibly live on forever.

What we don’t often think about is that these posts can lead to future sales by helping recommendations engines provide more targeted and accurate suggestions to future customers.

What is a recommendation engine?

In the context of what I am referring to, it is an information filtering system that helps a business recommend items to customers that they might be interested in. For additional information, Wikipedia has a good explanation.

If you want to see an example of a business effectively using a recommendation engine to help its customers find products, visit Amazon.com. The Amazon.com recommendation engine uses a combination of several input data, including past purchases, product ratings, and social media data.

Social Networking Sites Offer Suggestions

Several social networking sites understand that the data that they collect can be very useful and have harnessed it to offer recommendations to users directly within the site.

Foursquare is a great example.

In his book, “Mobile Influence: The New Power of the Consumer,” Chuck Martin describes how Foursquare is using its data to offer better suggestions to its users.

In the book, Eric Friedman, director of sales and revenue operations at Foursquare, states, “From the very first check-in, we get smarter at what we recommend. If you check in to a series of places, we will make a better guess at what you are looking for. If you love small coffee shops and you go to a city and type in ‘coffee shop,’ guess what we are going to recommend? A small, independent coffee shop. If you are a guy that loves a big coffee house and you go to a different city or country and type in ‘coffee,’ we are going to give you recommendations based on your history. If we were friends on Foursquare and I was in downtown Boston and I saw Chuck had been to a cheeseburger place five times, that is a great signal for me to go to the same place for lunch because I know Chuck and he knows good cheeseburger places and I like Chuck.”

The book goes on to explain other ways that Foursquare is using its app and the data it collects to give its users targeted and relevant suggestions based on their location, past check in history, and the check in history of the people who they are connected to.

If you want another example, check out Yelp.

As you are probably aware, Yelp is an online review site that allows users to review businesses that have a brick-and-mortar location. This data can be used directly within the site to find a specific type of business based on its location and the reviews that it gets from Yelp’s users.

Yelp has an algorithm that that helps surface the most trusted reviews from the most reliable sources.

It is also noteworthy that Yelp reviews often show up in the results that users get when they search for information on Google.

Every Post on a Social Networking Site Could Potentially Be a Source of Data

The examples that I gave demonstrated how social media can be used to help users find businesses based on data collected within the social networking site itself.

However, everything that users post on social networking sites can be used by a third party to help consumers make purchase decisions. (As mentioned, Yelp reviews show up in Google SERPs.)

To illustrate this further, think about all the photos of the delicious meals that users post on Instagram.

A photo posted by Chad Thiele (@chadjthiele) on

Knowing that people often post photos of their food, the app MyFab5 encourages users to use these Instagram photos to rank the five best places for a specific type of food in a specific city.

The concept is rather simple (i.e., use food photos to rank the five best places for a specific type of food in a specific city.) The app then uses an algorithm to surface the best places to get a specific type of food based on users rankings. For example, according to MyFab5, here is a list of the best places for burgers in Minneapolis, Minnesota.

While this data again leads back to a brick-and-mortar location, it shows that anything that users post is fair game.

Given the vast amount of data out there, there will be other businesses that will harness other types of user-generated content to help make recommendations to other consumers based on hashtags, keywords, geotags, or other data that are included in posts on social networking sites.

Therefore, it is important that businesses find ways to ensure that these recommendation engines find more positive posts than negative ones.

Final Thoughts

As I have pointed out, the product photos, reviews, check-ins, and other posts on social networking sites not only work to influence the people who are connected to the users who create the content, but they also can have a larger impact on future sales when they are used to fuel recommendation engines.

So what can businesses do to help encourage customers to create user-generated content that displays the brand in a positive light?

The answer to that question depends on the situation.

However, the most important thing is to provide great products and services to customers.

Providing excellent customer service is also key.

In the end, businesses not only want customers to use their products and services, but they want the experience that they have with the brand to be positive. So positive that customers can’t help but share the love of the brand online.

Because what is posted online can live on forever and we can’t predict how other businesses will use that data in the future.

Photo credit: Andri Koolme on Flickr and chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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Local Inventory Ads: A Key Ingredient for Mobile Marketing Success (Case Study)

Photo credit: RubyGoes on Flickr.In the short term, having the ability to confidently tell a customer that you have the exact product in stock at a nearby brick-and-mortar store directly within a mobile ad or even on your website is going to give retailers a huge competitive advantage. However, before you know it, this level of information is going to become table stakes.

While there are a lot of obstacles that retailers need to overcome to provide accurate inventory data for their brick-and-mortar stores, it is important that they start to work through this problem.

As a case study mentioned in an article on the think with Google blog proves, this type of information will help drive traffic into stores.

And, I believe there will be many more case studies like this in the not so distant future.

Local Inventory Ads Drive Shoppers into Stores

The case study mentioned earlier shows that local inventory ads can be very effective.

As the original article on the think with Google blog states, “With over 1,200 physical stores across the country, Sears Hometown and Outlet Stores has embraced Google local inventory ads (LIAs) to bring nearby customers on mobile devices into stores. The results: a 16% higher click-through rate and a 122% higher store visit rate compared with online PLAs.”

The article also points out that Sears Hometown and Outlet Stores local inventory ads yielded return on ad spend (ROAS) higher than other offline marketing.

In fact, in the article David Buckley, CMO of Sears Hometown and Outlets stores, states, “When we compared our most recent performance of local inventory ads with offline media typically used to drive store sales, such as a recent broadcast television campaign, local inventory ads returned in-store sales at more than 5X the rate of TV advertising for each dollar spent.”

Buckley is also quoted as saying, “We’ve been closely monitoring the performance of local inventory ads and our most recent analysis points to more than $8 of in-store sales for each dollar invested.”

Not bad.

Giving Customers the Information They Need

“If people are searching for a product on their phones, there is nothing more targeted than serving that item with a picture, description, and price while letting the customers know exactly how far they are located from the product,” Buckley adds.

In my opinion, I think that he is understating the significance of being able to give customers the knowledge that the product that they are looking for will be found at a specific brick-and-mortar store.

In fact, I think that the knowledge that the item will be in stock could be more important than price in some cases. As the adage goes, “time is money.”

The importance of letting customers know that an item is available at a nearby store is confirmed by a finding in a report, titled “Digital Impact on In-Store Shopping: Research Debunks Common Myths October 2014.”

According to the report, “Search results are a powerful way to drive consumers to stores. Providing local information, such as item availability at a nearby store or local store hours, fills in information gaps that are keeping consumers away from stores.”

In fact, the report goes on to point out that, “1 in 4 consumers who avoid stores do so because of limited awareness of nearby stores or the risk of items not being available.”

While the report is now over a year old, it has a lot of insights that retailers could find useful.

Final Thoughts

The more information that a retailer can give customers before they make the trip to the brick-and-mortar store, the better.

As the case study on the think with Google blog points out, providing item availability information to customers who are near a particular brick-and-mortar store helps increase the effectiveness of a mobile ad.

Keep in mind that it is important to make sure that the information that retailers provide to customers is accurate, because if a customer is told that the item will be available only to find out that it is sold out when they get to the store could potentially damage the credibility and trust that the customer has in the store.

While there are obstacles that retailers need to overcome to be able to provide accurate inventory data to customers online, it is something that they should be working on.

I think that being able to provide this type of information to customers could be more important than even the think with Google article leads the reader to be believe.

And, it is only going to be more important as time goes on.

Photo credit: RubyGoes on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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