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Brand

PC Manufacturers Finally Ditch the Gobbledygook

computer storeConsumers everywhere can breathe a sigh of relief, because purchasing a computer just got easier.  After years of focusing marketing messages on the technology that powers desktop computers — messages that average computer users couldn’t easily relate to their own lives — computer manufacturers are taking a page from Apple’s marketing plan and ditching the gobbledygook jargon that did nothing to connect with consumers.

It’s about time.

According to the New York Times, the change of heart comes from the realization that consumers have needs and wants, and speaking down to them in overly-technical language doesn’t make them feel comfortable nor does it show them how the pricey computer they’re considering buying can help them and meet their needs.  Time for a new brand messaging strategy.

Finally.

It remains to be seen if computer manufacturers can truly abandon their rhetoric-spieling ways, but at least there is hope.  Rather than walking into your local Best Buy and being overwhelmed by lengthy lists about processor speeds and the like, consumers might just see lists that explain the stuff they can actually do with the computers on display.

It comes down to one of the first lessons college marketing students learn — marketing messages should communicate benefits not features.

One of the things I always tell my copywriting clients (and I mention it in my book, Kick-ass Copywriting in 10 Easy Steps, too) is that no one cares about you.  They care about what your product or services can do for them, how it can help make their lives better, and how it can make their lives easier.  The last thing they want to hear is how great you think you are because of all the behind-the-scenes stuff that you think makes you wonderful.  They really don’t care.  But tell them how all those things can help them, and you boost your chances of building a relationship and closing sales exponentially.

Don’t just tell them — show them.

Image: Flickr

The 80-20 Rules Applies to Coupons Too

couponsAccording to a new study by Nielsen Homescan, the classic 80-20 rule applies to coupon usage, too.  Findings from the study show that 81% of coupons used in the United States during the first six months of 2009 were redeemed by just 19% of U.S. households.

Taking those results a step further, the study found that the top 10% of coupon users (called ‘coupon enthusiasts’) redeemed 62% of manufacturers’ coupons during the study period.

Coupon usage is on the rise with no signs of slowing down, and non-food coupon use is rising twice as fast as food coupon use :

  • Q4 2008: coupon use rose by 10%
  • Q1 2009: coupon use increased by 17%
  • Q2 2009: coupon use jumped by 33%

The interesting thing for marketers to take away from this study is the trend in increased coupon use isn’t likely to go away anytime soon.  In fact, even as the economy recovers, consumers who have gotten into the habit of using coupons during the recession, are likely to continue the habit when their financial situations looks brighter.

However, if companies only use coupons to boost product trials, they’re missing out on a lot of opportunity.  With 20% of consumers using 80% of coupons, they’re certainly a worthwhile audience to target with repeat purchase coupons.  In fact, they might not be a difficult audience to lure to your brand if they have access to your coupons.

And what about the 80% who only use coupons on occasion?  Again, they represent an opportunity.  The right offers in the right people’s hands could make all the difference in the world.  But you won’t know until you try.

Are you using coupons to market your brand and products?  Your competitors might be.  Can you afford not to?

Image: Flickr

Which Brand Will Die in Britain – Orange, T-Mobile or Both?

orange mobile phone france telecomThis week, Deutsche Telekom and France Telecom announced that they plan to merge, forming the largest mobile operator in Britain.  Currently, Deutsche Telekom and France Telecom hold the third and fourth highest market shares in Britain behind O2 and Vodafone, but the merger would streamline operations for both Deutsche Telekom and France Telecom, making the new company more efficient and effective.

Should O2 and Vodafone be worried?

The more interesting question from a branding perspective is which brand name, Orange (French Telecom) or T-Mobile (Deutsche Telekom), will live and which will die after the merger.  While the tentative plan reported by the New York Times says that both brands will live for 18-months, there is no word on what will happen to them in the future.  Or will both brands die off in favor of a new brand that better reflects the new company’s position as market leader with 37% market share (beating O2’s 27% market share and Vodafone’s 25% market share)? [Read more…] about Which Brand Will Die in Britain – Orange, T-Mobile or Both?

Building Brand Trust

trustWith the economy struggling, consumers seek brands they can trust more than ever.  Can consumers trust your brand?  Do they?

Your answers to the preceding questions are very telling.  Be honest.

Even if you believe consumers trust your brand, you should imagine that they don’t.  Building brand trust is a powerful tool when all other areas of people’s lives are in a state of flux.  Let them know they can depend on your brand.

But how?

Through marketing, of course!

Marketing messages can build brand trust.  Don’t assume your consumers know they can trust your brand.  Tell them.  And then remind them again.  And again.

These days, consumers need to feel extremely confident that they’re making the right decision when they pull their hard-earned money out of their pockets and hand it over in exchange for a product or service.  The more secure they feel in making that decision, the more likely they are to actually open their wallets and make those purchases.

But not so fast!

Before you can create the marketing messages that will build brand trust, you need to find out specifically where your target audience needs and wants trust and security and how your product can fill that void.  Only then can you feel confident that you’re communicating the right messages that will actually resonate with consumers.

It seems obvious, but you’d be surprised how many brand managers and marketers skip this step operating under the false assumption that they either know what their customers need already or that their customers want the same things that they do.

Bottom line, don’t assume anything except that consumers don’t trust your brand.  Then give them a reason to trust it.

Image: Flickr

Social Web Branding Not Connecting with Women

First, let’s take a look at some facts and trends:

  1. Statistics tell us that women are responsible for the vast majority of purchase decisions.
  2. Women spend time on the social web.
  3. Brands are not connecting with women on the social web.

Looks like a missed opportunity.

A recent study by ad:tech Chicago and Q Interactive gives us even more insight into the failure of brands to connect with women on the social web.  The study surveyed 1,000 women and reports the following results:

  • 75% of respondents’ purchase decisions are not affected by social networking sites.  Only 21.9% say social networking sites have “somewhat” of an influence on their purchase decisions and 3.3% say they greatly influence their purchase decisions.
  • 52% of respondents have friended brands on social networking sites.
  • 19% of respondents feel negative emotions when they come into contact with brands online, and 17% feel positive emotions, while 64% feel neutral emotions.
  • 10% of respondents engage in brand-related activities on the social web such as finding information and writing reviews.
  • The most common social web activities reported by users are sending private messages, sharing photos, and chatting.
  • 75% of respondents spent more time on social networking sites this year than they did last year.
  • 54.1% visit social networking sites daily, 30.8% weekly, 7.4% monthly, 7.7% once every few months.
  • 66.4% use Facebook, 16.3% MySpace, 3.1% Twitter, and 1.4% LinkedIn.

These statistics tell us a few very important things.

  1. Brands need to find ways to connect with women through the social web, particularly on sites like Facebook.
  2. Current brand efforts on the social web are not working well to attract a female audience and getting them to engage with the brand.
  3. Women use the tools of the social web to be social, and that’s where brands need to find ways to interact with them.  Simply providing information isn’t enough.

And here’s a final thought for you to ponder:

Respondents to the survey cited price (47%) and quality (45.7%) as the top reasons for their purchase decisions.  Brand ranked fourth with just 2% of respondents saying brand is important.  Guess what ranked above brand?  ‘Other’ which 3.5% of respondents cited as a primary reason for making their purchase decisions.  That tells us that the social web provides an open opportunity for brand building.  In fact, that’s one of the biggest opportunities for social web marketers.  The long-term brand building strategy supported by short term marketing tactics is what creates a successful, integrated marketing plan.

Your thoughts?

Will Marvel Get a Disney Makeover?

spider-man-ride-universalThis week, it was announced that Disney is acquiring Marvel.  There are several reasons why Disney made a move to takeover Marvel when theme park attendance is down and incurring additional debt through an acquisition is viewed as risky.  The most plausible reason has to do with capturing the male audience.

While Disney has no problem capturing girls with its Princesses, Hannah Montana and High School Musical properties, boys have proven to be harder for the Disney brand to connect with.  Pirates of the Caribbean and Cars helped, but getting a stronger hold on the male audience would certainly help Disney in the long run.  At least where the Disney entertainment and merchandising executives are concerned.

However, that’s not enough for Disney.  The online buzz is also filled with speculation that Disney wants to add more female elements to the Marvel properties to broaden the existing audiences for those brands and products.  I wonder how that will fly with the die-hard Marvel brand loyalists.

As a branding professional, I’m more interested in this story with regard to how it will affect the long-standing Marvel brand.  Disney has a way of purchasing business and brands and as AdWeek describes it, “Disneyfying” them.  I think that term is very accurate.  Many brands that had freedom and flexibility to stay current, evolve, and change on the fly to meet consumer demand have found themselves ensconced in the bureaucracy of Disney after acquisition.  Think of ESPN.

So how can Marvel retain its cult brand, it’s cool to be a comic book geek, persona after Disney takes control?  There is no doubt that Marvel will get a Disney makeover, so it will appeal more to the masses than a sub-culture.  That’s the Disney way, and Disney executives have made no secret of the Disney brand extension strategy in past interviews — they flood the market with a hot brand or property until it’s saturated and then move onto the next one with nary a backward glance.

What do you think?  What will become of Marvel?

And by the way, I wonder what this acquisition will mean for Walt Disney World’s local competitor — Universal Studios Orlando — and the various Marvel-themed attractions there, including Universal’s Spider-Man ride pictured above.  We’ll have to wait and see.

Image: Flickr