Tag Archives: advertising

The Modern Mom

18 May

Earlier this month Nielsen released some data about the “Modern Mom”.  34% of American households have kids under 18; here are some highlights from the study.

Moms with kids under 18 like to socialize.

  • 19% more likely than general population to engage on social networks
  • 31% more likely to follow a brand
  • 24% more likely to follow or become a fan of a celebrity

This is an interesting stat; Moms account for 25% of all video streams occurring on social networks, and are also more likely to post their own content.

What content?

  • 37% more likely to post Photos
  • 25% more likely to post Links/Articles/Videos
  • 33% more likely to post Status Updates

The study goes on to share insights about shopping habits and the amount of time moms spend watching reality TV.

Click here for the article.

What Did You Say? Do Your Customers “Get” You?

11 May

I was having breakfast last week with the family, and the topic of conversation turned to Osama Bin Laden.  My wife and I thought we’d prep the kids for what could be discussed at school that day.  Max thought he knew what went down:

“You ever hear of those Clear Bombs?”

“Clear Bombs?” I asked.

“Yeah dad, they’re new.”

For a moment, I really had no idea what he was talking about. He went on to tell me how his friend told him about these new “Clear Bombs” and how bad they were and if we wanted to get rid of bad guys, this was the way to go.  He was pretty sure that’s what must have happened in Pakistan.

“Max” I said, “Do you mean Nuclear Bombs?”

“Yeah dad, the new Clear Bombs.”

A pretty heavy conversation continued about the events of 9/11 and our justification (or not) in doing what we did, but I was also left with a far more frivolous thought about how we communicate with one another.

Max is a kid, I get it, but it got me thinking about that old game called “telephone”.  You whisper something into one person’s ear, they pass it on to the next, and by the time you get to the last person, the message has changed.

If you’re in charge of your brand’s messaging, how many people does it have to pass through before it hits your target?  Have you eliminated the potential for people to misunderstand what you’re trying to communicate? 

The message starts with you, then it’s your employees, then it’s the sneezers (folks who evangelize who you are), and so on. There are more links in the chain than you realize.

Two things you should do right now:

  1. Make sure EVERYBODY on your team is clear on what and who you are.
  2. Start engaging directly with the customer, 1:1, it’s never been easier (and much better than mass marketing).

I’d hate for customers to decide they don’t need or like you because of something you’re not.

The Active Ingredient…is You.

27 Apr

Read the label on any drug, and it will tell you what the Active Ingredient is.  This is the substance that’s biologically active. It’s going to solve your problem.  There’s other stuff in there, but the compound that will make a difference, that can affect change, that can make things better, is the active ingredient (AI).

If I read the drug facts on the side of your box, what would it say? Who or what would be listed as the active ingredient? Perhaps it’s you.

In order for your team to create and deliver, there needs to be guidance. There needs to be someone calling the shots and empowering others to be the best that they can be.

I think it’s you.

What a Penis Can Teach You About Branding

13 Jan

My son walked into the kitchen, he was wearing jeans.  He’s 7, thinks he’s cool, and probably is.  Definitely cooler than me.

“Hey Dad”

“Yeah buddy?”

“You see this?”

At this moment I look at my son…he is pointing to the zipper fly on his jeans.

“Um…yeah?”

“That’s me…my penis”

My son had just pointed out he had a boner and was rather proud of it.  That kid’s funny.

Sometimes, even though we think people know what we are or what we do, they don’t. Even though it’s clear to us what our brands are about, it’s not for others.  I looked at what my son was pointing at and still didn’t get it until he told me.

Assuming what you have created is worthy of consumption, ask yourself:

  • Do they know what we are or how to use us?
  • Does our brand improve their life or make something easier?
  • Are we worth talking about with friends and family?
  • How are we communicating our benefits?

They don’t always see what you see.  Sometimes you have to point it out.

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