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Three core items for responsible media engagement

Often the greatest advances can be made by a single individual or by micro organisations who, while not necessarily radical, grasp the essence of an issue where larger corporations faff with trying to meet the needs of their share- and stake- holders.

This is why I spend a lot of my time looking at minor players in the CSR world.  Sometimes such SMEs provide radical thinking, but more often than not they provide clear thinking, unrestrained by the social, political or economic factors which so often constrain larger corporations.

One such organisation is the Ibero-American Forum on Social Responsibility, hosted and organised by Perla Puterman.  A hint of what this collective is about can be seen straightaway in the group’s name.  It doesn’t limit itself to just Latin America  nor does it definitively align itself with North, Central or South American countries.

Instead it looks to build bridges between Spanish and Portuguese speaking countries, whether they are in the Americas or the Iberian peninsula.  When you add to the mix the rise of countries like Brazil and Venezuela in the global economy and the growing need for the improvement in responsible trading relations between European and South America, then you start to see the sense of an Ibero-American Forum. [Read more…] about Three core items for responsible media engagement

Brands, Psychology and Typefaces – Why Fonts Matter

There was a time when the study of typography was a true science and art. Today, anyone can download fonts, make them bold, change the size of characters, and so on within seconds thanks to most software programs. With that comes a hodgepodge of type that doesn’t always accurately reflect a brand’s promise nor does it always work cohesively with the psychological reactions consumers have to it.

With that said, the psychology of type isn’t always given the level of importance it deserves in brand identity work, particularly in web design. Ask yourself, does the font used in your brand identity and your website accurately communicate your brand promise to consumers?

While the answer to that question might be easy enough for you to get, there is more to typography than emotional reactions and the psychological perceptions it conjures. Readability is also essential, and readable typefaces in one medium aren’t always readable in other media. Bottom-line, if your text isn’t easy to read, it doesn’t matter what medium you’re using, who your audience is, or what your message is — you won’t reach your goals.

Research has proven time and again that people can read a simple typeface faster than a highly stylized typeface. Furthermore, the right amount of space between lines of text (i.e., the leading) and the width of blocks of text all play a role in how likely people are to read that text and how easy it is for them to read it. However, research has also shown that a fancy typeface can effectively communicate a brand’s position to consumers. What’s a brand manager to do?

The trick is finding the right combination of typefaces that communicate the brand promise and message without being difficult to read or off-putting to consumers. Your primary brand typeface should be simple and easy to read. Save the fancy typefaces for secondary elements and accents. Research also tells us that using a fancy font sparingly can boost brand and message recall.

Next time you think of just picking out a font you or an executive likes, think twice before you move forward. The art, science, and psychology of type should be considered first.

What do you think? Leave a comment and share your thoughts about brands, psychology, and typefaces.

Image: pdtnc

Social Media Trends Among Female Consumers in 2012

Women trust the information and opinions they read on blogs and social media sites, and they make purchase decisions based on that information. That’s what a February 2012 study by BlogHer and Vision Critical found in a survey of bloggers in the BlogHer community and the broader U.S. online population. Since research shows again and again that women make the majority of purchase decisions, this is data brands need to pay attention to.

According to the study results, women trust the information and advice they get from social media sources with the following breakdown for some of the most popular social media sites:

  • % that trust Blogs = 98% of the BlogHer population; 81% of the U.S. online population
  • % that trust Facebook = 86% of the BlogHer population; 67% of the U.S. online population
  • % that trust Twitter = 85% of the BlogHer population; 73% of the U.S. online population
  • % that trust Pinterest = 85% of the BlogHer population; 81% of the U.S. online population

Now, you might be wondering how that trust translates into sales. According to the study, blogs and other social media sites do drive conversions:

  • Made a purchase based on a recommendation from Blogs = 87% of the BlogHer population; 61% of the U.S. online population
  • Made a purchase based on a recommendation from Facebook = 54% of the BlogHer population; 33% of the U.S. online population
  • Made a purchase based on a recommendation from Twitter = 30% of the BlogHer population; 31% of the U.S. online population
  • Made a purchase based on a recommendation from Pinterest = 53% of the BlogHer population; 47% of the U.S. online population

It’s important to note that this study also found that 41% of the general U.S. online population does not turn to blogs, social media sites, or online information at all when making purchase decisions. There is still a lot of room for growth, and the proliferation of mobile devices will undoubtedly drive that 41% up in the near future. Not surprisingly, when asked “what’s simmering” in media usage, the general U.S. online population showed the most interest in online coupons and deals (e.g., Groupon) and mobile apps.

Building brand trust is critical to brand success, and social media gives companies the ability to do exactly that. It’s an opportunity that can also drive sales that still has room to grow. Brand managers should focus on creating diverse content that’s useful, trustworthy, transparent, and visual in order to appeal to both experienced bloggers and online audience members as well as online and mobile newcomers. BlogHer reports the following as key takeaways for marketers from the study:

“With social media gone mainstream, our motivations to use different tools are diverse. Content helps deliver value, not distraction. Content assets deliver long-term value. Online media is delivering inspiration, not just information. Deeper trust drives better conversion into action.”

What do you think? Leave a comment and share your thoughts on the trustworthiness of social media content and how it affects female purchase decisions.

Image: Green Olive

Pepsi Launches New Tagline for Pepsi Next

Pepsi Next is coming to U.S. consumers and it’s bringing a new tagline that tells those consumers, you have to “Drink it to believe it.”

This isn’t the first time a soft drink brand has tried to launch a mid-calorie beverage with less sugar and calories than the regular version of the soft drink but more sugar and more calories than the diet version. It’s the middle-of-the road choice that Americans haven’t embraced in the past.

Pepsi believes that will all change with the launch of Pepsi Next in late March 2012, because Pepsi Next actually tastes good. Pepsi conducted many taste tests with consumers and its own bottlers. The results were consistently positive. People liked the taste of Pepsi Next. The bigger obstacle for Pepsi would be convincing people to try it when previous attempts by many brands and companies to crack this market have failed.

Enter the new Pepsi Next tagline — “Drink it to believe it.” Very simply, the tagline is telling consumers that you don’t have to believe what Pepsi says about its product. Try it yourself, and then decide for yourself. Once you drink it, you’ll believe it — Pepsi Next is good.

But Pepsi isn’t leaving the success of Pepsi Next in the hands of a five word tagline. While that tagline might help motivate people to give Pepsi Next a try, there is more work to be done to adjust consumer perceptions of mid-calorie soft drink products.

Research and analysis by Pepsi led the marketing team to take a different approach with the messages that describe the features and benefits of Pepsi Next. It won’t be hyped as a low calorie soft drink alternative. The target audience for Pepsi Next isn’t dieters who want to shed dozens of pounds. Instead, Pepsi Next is targeting consumers who want to cut back on the amount of sugar they eat and drink. Check out the commercial below.

To support the launch of Pepsi Next, the company will offer taste tests at many retail stores, including Walmart locations around the country, and a virtual taste test campaign will debut on Facebook. Television, digital marketing, and direct mail will also help boost awareness of the product. Furthermore, Ad Age reports that Pepsi will leverage retailers’ loyalty card programs in order to target consumers who have been cutting back on soft drink purchases (or eliminating them entirely) with special Pepsi Next offers.

Pepsi Next is not Pepsi’s first foray into the mid-calorie soft drink market — a market that has performed poorly in the past for Pepsi, Coca-Cola, and many other brands. Do you think Pepsi Next will be the product that finally pushes this market forward? The marketing behind the effort, including the tagline, taste tests, and less sugar-focused message, seem like steps in the right direction. Leave a comment and share your thoughts.

BOOK REVIEW: The Green Executive | Business leadership in a low carbon economy

Normally you would expect a book review to come at or around the time of a book’s publication.  That was my most sincere intention when The Green Executive’s author, Gareth Kane of Terra Infirma, sent me a pre publication PDF back in May 2011.

Crumbs, was it really May?  How time has marched on since then!

To try and make up for the terrible slip in the space-time continuum I will quite honestly put the one word out there which deserves to describe The Green Executive: fantastic! [Read more…] about BOOK REVIEW: The Green Executive | Business leadership in a low carbon economy

Tesco Scores Big with Delivery Dash Facebook Game

Not only is Tesco the world’s third largest retailer, but it’s also becoming a brand to watch in the social media marketing world. Tesco launched a Facebook Page in April 2011. Today, that Page has over 600,000 fans and ranks as the most popular supermarket Facebook Page in the world.

Tesco’s approach to leveraging Facebook has always been about building brand engagement by developing an active community on its Page. It’s new Delivery Dash Facebook game (created with Yomego and launched on the Tesco Facebook Page in early March), is targeted to female shoppers and challenges players to pack shopping baskets for their friends. It’s a race against the clock with multiple levels and increasing difficulty. The company reports that the average player is spending 30-minutes per session playing the game.

tesco facebook page

Tesco’s Facebook Page is more than just the Delivery Dash game. It’s filled with interesting and useful content. A Speed Shopping game asks consumers, “How much can you click in 60 seconds?” and The New Price Drop section of the page not only shows current items with new lower prices but also invites people to vote on the products they want to see in The New Price Drop in the future. All three of these elements of the Tesco Facebook Page are examples of excellent, relevant, and engaging content that the target audience is responding to positively.

Of course, the Page also includes some of the elements you’d expect, and those elements are updated frequently with meaningful content. For example, text updates and conversations as well as photos and videos published by Tesco and tagged by other Facebook members are always fresh and relevant. Even the Real Food Recipes section of the Tesco Facebook Page is useful to the target audience. And of course, comprehensive Questions and Notes sections are available as is a section where visitors can find help.

For customers who want to shop at Tesco in real-time, a Tesco Direct section of the site is available for exactly that. Tesco also rewards people who like the brand’s Facebook Page with exclusive offers. Clearly, Tesco is a company that wants to build a loyal and active community on its Facebook Page, so the inclusion of comprehensive Community Rules in the Info section of the Page sets expectations and protects the relevancy and integrity of the Page, the audience, and the brand.

Overall, Tesco’s Facebook Page is one to benchmark. From conversations, photos, and videos, to games, online buying, and exclusive deals and information, the Page succeeds in attracting consumers and keeping them actively involved. Those types of relationships lead to organic brand building as well as increased sales, brand loyalty, and word-of-mouth marketing. That’s the way you use social media tools to build a business!