A number of stores and restaurants have signature dishes, specials and much requested items. They can be loss leaders or premium delicacies. They are often the “stuff” of good reputations. Yet sometimes they’re sold out or out of stock. Not good. Unless you’re deliberately trying to create a feeding frenzy for more, make sure you have what you sell – or a policy to satisfy disappointed buyers. When you stand for something make sure you deliver what you stand for.
November 2012 - PS Insights
We’re all in a rush these days. To the point where we don’t even bother to open e-mails we receive – we just read them in the preview screen. Internet engagement used to be measured via clickthroughs. Today there are many other measures that can assess the quality of an online interaction. And they’re more necessary than ever to get a true reading on what’s going on. What are you doing to make your brand interaction as easy, direct and time-saving as possible?
We’ve truly enjoyed the comments and feedback we’ve gotten from you this year. Many of you are experts in specific industries, with a unique point of view. So we’d like to formally encourage any of you to feed us your observations of what’s going on out there. Just your observations. We’ll write the blog and credit you if you like. Or we’ll just put our spin on what we think the marketing insight is. Are you opening your doors to smart submissions from the crowd? You should!
Greg Schiano, the former Rutgers and new Tampa Bay football coach started the season by having his guys charge the quarterback on kneel down plays at the end of the game. It really angered opposing coaches. The convention is no one touches the quarterback on a kneel down. There is no rule to that effect. Do you follow convention? Or are you willing to push the envelope and make something dramatic happen? There are risks and potential rewards to both states of play.
Samsung has been running commercials lampooning people who wait in retail lines for new products. Without naming Apple, it’s clear who they’re taking aim at. Samsung Galaxy S3 owners feel a real sense of cool and “in the know” for stepping outside Apple into a worthy competitor’s innovative product. What do you do to burnish your brand by taking on the big guys in compelling ways?
Apple just launched the iPad mini to pretty glowing reviews. This was not a product they originally planned or wanted to launch. But competition in smaller sized tablets and readers forced their hand. It’s a win win — for the industry and for consumers. But kudos to Apple to recognizing they couldn’t just stay with their original business plan and had to respond to what the competition was doing. How well do you plan for and respond to what your competitors do?
Facebook declared their second quarter earnings and beat market expectations by a penny. Their stock increased by 10%. It can pay big time to meet or beat expectations. It increased another 19% a few days later on confidence about their future. How do you win by underpromising and overdelivering?
Two weeks ago, Gangnam Style became the most watched YouTube video ever with over 400 million views (710 million as of this posting). A funny piece of film from a K-Pop star who goes by the name of Psy, it has become an international phenomenon, inspiring mashups and parodies including several Romney and Obama renditions. Standout content can circle the globe today for little or no cost. The Gangnam sensation is little more than three months old. What can you do that will create infectious content that’s so engaging, others sell it for you?
Our final observation about the Allstate “Mayhem” campaign. Leave it to Leo Burnett to be the agency that came up with the idea. From their earliest days, one of that agency’s signature styles was to develop memorable characters: The Jolly Green Giant. Charlie the Tuna. The Maytag Repairman. In an interesting way, “Mayhem” is just another example of that winning Leo Burnett tradition. Do you look to your past victories for future inspiration?
Why did Allstate develop the “Mayhem” campaign? CMO Lisa Cochran said it was because she was comfortable with her advertising and the state of her business. But she added that’s when she gets most uncomfortable. People often talk about getting out of their comfort zone. But do we? Gauge your comfort level on a regular basis and make sure you build in enough agitation to be innovative.