Distributed Marketing – Part II

So, in Part I we were asking ourselves: If we set out to create the first distributed marketing program, what might it look like? (I am aware of course that someone may have done this before. If you know about it, please share.) By looking at the distributed computing model I identified three elements that seem to make it work:

a) Its is quick and easy to do

b) It is altruistic

c) It's cool technology

The first example I used, Toyota and a new Hybrid model, was as admittedly a bit of a softball. So, we left off by asking: What about a tougher challenge? What about a pure marketing play?

Let's take a product and brand that has no connection to a “cause”, say Coca Cola and their Mountain Dew product. Now what can we say about Mountain Dew? Its established, its edgy, and it has a youth slant.

If we deep dived into the brand-loyalist profile I am guessing there is a desire there for a sense of belonging. If that is the case then I think that would be the insight to leverage.

I could envision a program that pits the Dew loyalists against the “other” guys, some soft drink that is less hip. The message to the loyalist could be something to the effect “the Dew Nation is taking over!” Those poor people drinking that other stuff need to be rescued! The invitation to them could be to join the effort by donating space on all of their electronic communications.

We could create a small download that when installed would automatically insert the Dew rally cry and call to action into all the participants IM's, emails, My Space, etc. To spice it up we could also provide a mass incentive like free six packs if the goals are met, individual contribution tickers and incentives, and program dashboards. That actual success could be measured via how many new drinkers self-identify on a micro-site using unique codes from caps/cans.

So let's look at this through the lens of the three elements:

a) Easy – Quick download and install.

b) Altruistic – While not moral in nature it would allow a fun way for loyalist to support a favorite brand. The incentives cloud this element a bit.

c) Cool Tech – Done right, the interface and tracking elements could be very cool

At the end of the day this is really a flavor of viral marketing. However, it is interesting to look at the possibilities through this distributed-computing lens.

Well thanks for letting me share that. I hope it will stay out of my head for a while now!

J

Distributed Marketing – Part I

Well I can't get this out of my head. After I posted the Monday list the idea of “distributed marketing” popped into my head, and I am unable to get it out. So even if this post makes no sense to you, its still helping my sanity!

So: If we set out to create the first distributed marketing program, what might it look like?

First I think about what makes the distributed computing model work, at least the model I mentioned that pertains to medical research. Here is what I think makes it tick:

a) Its is quick and easy to do

b) It is altruistic

c) It's cool technology

Now what exactly am I saying by “distributed marketing”? I am not talking about RSS or email newsletters which some refer to as such. Rather, I am thinking of a marketing program in which customers would volunteer some resource to promote said campaign. Many product and brands would have little or no shot to tap the altruistic vein, but some might.

Let's take an easy example, say Toyota and a new Hybrid model. How could they capitalize?

a) Quick & Easy: Create a small download that can be grabbed from a website or banner

b) Altruistic: The download would help work on global climate change calculations for a partner university

c) Cool Technology: Show interesting visualizations of the work; include a trivia game; co-brand the interface, e.g. “Harvard & Toyota”

Admittedly I cheated a bit here. A product that was not green would have to take a different and more imaginative approach. Also, I am really talking above about sponsoring/branding a distributed computing model. What about a tougher challenge? What about a pure marketing play?

I will post my thoughts tomorrow!

J

Not-So-Broad-Band

Washington Post reports that the U.S. is far behind in broadband speeds; way, way behind. This is not good news.

This is a negative for all concerned:

- Science and industry are slowed

- Consumers choice is limited and time is wasted

- Media companies are not able to innovate as aggressively

- Advertisers have less effective tools

- Work productivity is likely impacted as well

- Also...well, its just a little embarrassing. Don't you think?

We should get caught-up. We should lead. Perhaps a nice little plank for a 2008 candidate.

Sex & Violence - Bad for Ad

Here is another interesting note about recall: Violent and sexually explicit shows hurt recall. According to a 2003 study:

"...people are 19 percent less likely to remember the same ad if it is embedded in a violent or sexually explicit show."

(2003 U-M Institute for Social Research, referenced from Science Daily)

Now I have to wonder about a few things:

• Is the reverse true? Do racy ads detract from clean shows?

• If racy ads are put into racy shows, does that work better?

J

Above all, be true to thy brand

Interesting to look at the iPhone price cut from a brand standpoint. An analysis I hear on a Harvard Business Review podcast today was spot on. Essentially the point was that the $200 downward move was not true to the Apple brand in form or function.

Apple has been very much about being different and in control. Their products are stand out, unique; and they have thrived on closed systems that they control. However, they reacted to slower than expected sales by slashing price.

Some points:

1. As Apple, should they allow sales numbers to dictate pricing so quickly? Probably not:

   - What was the message this sent to folks who paid $600 bucks? Not a good one.

   - Do they look in control here? Or, do they look a little reactive? I argue the latter.

2. So they reacted. OK. But was the reaction at least in line with the brand? It seems not:

   - This is what many brands do when sales are weak, cut price. Nothing original here.

   - The cut itself was not interesting, it was a normal offer.

   - Why only ½ the difference?

So some trade-offs to consider, that maybe Steve did not this time:

• How will your action make your most loyal and profitable customers feel?

• Are you sure a sales bump is worth stepping out of brand?

• If you must react, are you doing so in a way that will help your brand and your bottom line?

J

Monday List – Save Lives, Energy, Money, Time

A few familiar names here, a few maybe some not so much. Everybody has their list, but hey, at least I give some rationale. If you don't agree, please share some!

#5 Blackle

• Energy saving black version of Google, thats just a cool idea

• Saves energy yeah, but seems how much is a debate

• Needs to just be Google search, not sure what “Blackle” vs. “web” means!

• Green is mainstreaming, other sites should grab this as a marketing/PR/Environmental play

#4 Woot

• If you buy any tech stuff, you will like this site

• One product, one day, until its sold out

• Simple, compelling, social (yeah, some verbz happening here for sure)

(btw - “woot” is an on-line/IM/gaming term used to express excitement, it means “heck yeah!!”

#3 LinkedIn

• This is a great site for professional networking

• There seems to be very little if any competition

• Nearly everyone I know is on it (not sure if that says more about me or the site?)

• Bottom line, much easier than trying to to do this in Outlook or on my Blackberry!!

#2 Google

• No I am not talking about the search interface

• That's still cool (unless you believe Ask's new ad campaign, then it may suck) but how about all this: Blogger, Calendar, Ad Sense, Mobile, Gmail, Reader etc.

• Almost don't need other websites

• Powerful, easy to use, free. For me; they are on the top of the pile at the moment.

#1 Distributed Computing

• OK, so this is not really a website, so what, its my blog!

• This is just great stuff; these programs use your PC's extra processing bandwidth to work on fighting diseases such as cancer, MD, Parkinson's and more!

• As you read this my PC is working on Stanford's Protein Folding project (Protein Folding is a cause of Alzheimer's, Mad Cow (BSE), CJD, ALS, Huntington's, Parkinson's disease, and many Cancers and cancer-related syndromes.)

• Just find one you are moved by and do it, what an easy way to be part of the solution.

J

Great Ad!...What was it for again?

TV ads have become so theatrical, production value is so much higher than in past decades, that they often overshadow the very products and brands they are suppose to promote.

I find many ads entertaining, funny, and very well made. However, are they doing their job?

To be sure, there are many that do a great job of making the product/brand central, Aflac comes to mind as a recent home run.

Of course what is the option? With these traditional ads being blocked more and more, it is almost a must to make our ads so entertaining or note-worthy that people will look for them on the DVR or YouTube!

Today, 15% of consumers say that they use technology to skip TV ads — more than three times as many as in 2004. This behavior will continue to spread — Forrester projects that more than 50% of US households will use a DVR by 2010.

(Forrester 2006)

On line video ads are not the silver bullet either:

My take aways are simple:

1. Make your ads as entertaining as possible, but make your brand central, integrate it into the concept

2. Over the next 10 years work a plan to get your video and rich media into other platforms such as gaming, mobile devices (cell, PSP, iPod, etc.), out-of-home, etc.

3. Find ways to incentivise people to act on, get involved with, and share your advertising

Test your knowledge of some campaigns here: http://money.aol.com/special/best-ads-of-all-time-quiz

How did you do? Did you attached the right brand to the ads?

J