A billboard in the Over-the-Rhine neighborhood of Cincinnati read “You’re so over Over-the-Rhine” followed by their signature #life stinks hashtag.  Needless to say the residents of Over-the Rhine did [...]]]> Tidy Cat’s new outdoor campaign trying to generate social media activity around the fact that #lifestinks had a hiccup last week here in Cincinnati.

A billboard in the Over-the-Rhine neighborhood of Cincinnati read “You’re so over Over-the-Rhine” followed by their signature #life stinks hashtag.  Needless to say the residents of Over-the Rhine did not find it so amusing, raising their own stink. The billboard was covered the next day .

Offputting Billboard Makes National News
This campaign has certainly generated buzz about cat litter – with several blog posts and news stories picked up nationally.  So if the goal of the campaign was to raise awareness and generate conversation about cat litter, a topic that usually doesn’t attract national attention to say the least, it is a success.

Should a Campaign Build Buzz or Business?
But the campaign leaves much to be desired. The Tidy Cats website mentions the theme that “We can’t guarantee a life without stink, but we do guarantee our litter.”  With an upcoming NOMOREPU tour, Life stinks video series at NOMOREPU.com, and the initial outdoor campaign, the objective of this campaign is unclear.

Is the goal of this campaign to share the message that Tidy Cats cat litter is guaranteed?  The #life stinks hash tag is so broad; a very diverse audience could post to that theme.  Are they even pet owners?  Do they care whether cat litter is guaranteed? Will this type of social discussion drive sales for Tidy Cats?

Tapping Out of Home Strengths
While I am a big advocate of the out of home media space and how it can be used creatively with other paid, owned and earned media to create big results for brands; I think this campaign is a miss.  The conversation around #lifestinks is depressing; we all get enough of this through the media outlets. The boards are branded but, with such a small logo, Tidy Cats is trying to pique interest in the campaign with a broad audience. Instead they should be generating brand exposure with a targeted audience — playing to billboards’ strengths.

A Humorous Tease Campaign Misses the Point
A consumer who does not use the #lifestinks hashtag or visit nomorepu.com is missing the ultimate campaign message of the campaign – which is that Tidy Cats guarantees their product.  Having not shared to #lifestinks, I only found out about the guarantee, while I was researching the campaign for this blog.

:: By Gretchen Reisner, Specialist, OOH

 The Next Big Thing
 In our ever-changing world of media and technology, every week brings another headline detailing the “next big thing.”  But Nearfield Communication (NFC) technology  seems to be sticking around and making an impact in the Out of Home (OOH) advertising industry.  It may actually [...]]]>

 The Next Big Thing
 In our ever-changing world of media and technology, every week brings another headline detailing the “next big thing.”  But Nearfield Communication (NFC) technology  seems to be sticking around and making an impact in the Out of Home (OOH) advertising industry.  It may actually be the “Next Big Thing” and not just another shiny new toy.

NFC isn’t only a Football Conference
 NFC isn’t just the football conference of the New Orleans Saints and Chicago Bears.  It is a technology in some smart phones that allows users to share information with each other by simply tapping their phone to another NFC enabled phone or an NFC “tag”.  Tags are small radio-frequency identification chips that are small enough to be embedded into signs and can transfer information to an NFC enabled phone.

NFC technology is mostly used in the U.S. for mobile wallets  – allowing consumers to pay for items via their phone.  In Japan and Europe, it is widely used for anything that requires a ticket (such as transit) and has been making in-roads into marketing plans.

For marketing purposes, NFC tags can be added to almost any pedestrian level, out-of-home media.  The smart phone user simply taps the NFC tag to receive a variety of brand content, from streaming a product video or launching a URL to receiving directions to a nearby retail location or a coupon.

The possibilities are endless and much more user-friendly than scanning a QR code or sending a text message to get this information.   The tags are small and easy to change – allowing for flexibility in messaging.  You could have an NFC tag embedded into a retailer’s bus shelter ad that offers a buy one-get one free promotion the first week and a 25 percent off one item the next week.  You could even optimize week to week, by tracking which offer resonated the most with consumers.

Moving the Chains
One of the most exciting possibilities of NFC consumer communication is the data that can be collected through this type of campaign.  A UK fashion brand Zumo recently rolled out an NFC plan.  Its stores started by educating the consumer on what an NFC tag was and how to use it.  They then started using the tags for in-store offers, loyalty card programs and to supply information about specific clothing items.  As the consumer became more engaged with this type of communication, Zumo began using NFC tags in their store windows and on their OOH advertising media.  The brand saw increased sales, social media conversation and customer loyalty.

Early Adoption in U.S.
While 6.8 million smart phones were activated on Christmas Day in the U.S., many consumers don’t know what Nearfield Communication is, what the benefits are, nor if their phone even has the capability.  While several Android phones and Blackberrys are NFC enabled, iPhones are not.  If NFC is to reach its full marketing potential, there will need to be a lot education to U.S. marketers and ultimately consumers. In the meantime, hopefully a broader adoption of NFC technology will take place with smart phones.

:: By Gretchen Reisner, Media Strategist

After a lull in growth during the recession, Out-of-Home (OOH) vendors nationwide are quickly converting static bulletins or building new structures to keep up with the pace of their competitors and client demand. Even states that have historically [...]]]>
Mobile, social, and dynamic information platforms are saturating media spaces, including digital outdoor boards.

After a lull in growth during the recession, Out-of-Home (OOH) vendors nationwide are quickly converting static bulletins or building new structures to keep up with the pace of their competitors and client demand. Even states that have historically been against digital outdoor are passing legislation to allow for the format (Oregon) or are rejecting anti-digital legislation (New Mexico and South Dakota).

Digital Outdoor Growth Over the Years
The industry has seen digital locations grow to more than 2,400 in four short years.  Advertisers already see immense value in digital OOH’s  capabilities, including- but not limited to- innumerable creative change-outs, real-time updates, day-parting and even dynamic messaging.

Despite the many perks of advertising on digital boards, a multitude of advertisers have gone to great lengths to evolve the capabilities.  Brands are pushing for more consumer interaction through the incorporation of social media.  The widely publicized 2010 McDonald’s Angus Burger campaign rotated 2,000 consumer generated headlines on 13 Kansas City digitals over the course of 24 hours.  Jeweler Robbins Brothers rotated love notes on a Riverside, CA digital board that were written by fans on their Facebook page in November 2011.

What to Expect in 2012
2012 will continue to push the digital OOH evolution. Below are some examples.

Sponsored Network Content: In 2012 Adams Outdoor will sell sponsored content on slots within its digital loops in Norfolk, VA. It will include one of maybe eight slots that repeats every minute or so.  Operating much like place-based digital networks already do (think TVs in doctor’s offices and at the gym), Adams Norfolk will rotate partner-provided content on the chosen dedicated slot that is accompanied by a sponsor field, reminiscent of the adage, ‘This message brought to you by.” It will be interesting to see how this model is adopted.

Mobile Messaging Tie-In: Mobile has continued to be an opportunity for OOH platforms, but with Lamar Advertising’s new tool RoadNinja, a free location-based app powered by Foursquare, 2012 will perhaps be the year mobile can help OOH shorten the path to purchase.   While the app lets subscribers know what gas, food, entertainment and lodging choices are found at  upcoming exits, it also allows Lamar partners to push out sale and promotional messaging when a user is in close proximity to brand locations.  Empower has more background here.

Emergency Communication: Institutions like the FBI, FEMA and NCMEC already tap into digital outdoor’s ability to broadcast in real-time. The FBI posts ‘most wanted’ ads when warranted, FEMA pushes out emergency communication and the NCMEC displays AMBER alerts when children are reported missing.

All three groups can directly attribute positive results to communication on digital billboards. And it is expected the outdoor industry will maintain contracts in 2012 and beyond. Such partnerships help reinforce the benefit to brands using digital boards.

Get Local With Digital OOH
It’s easy to spot a theme in these examples: Localization.  Consumer expectations for relevant information everywhere in real-time extends to digital OOH.

And, as we’ve shown with the above examples, digital OOH messaging  can:

• hone into board locations
• provided locally-relevant sponsored content
• ping consumers in the immediate vicinity of a brand
• disseminate emergency information.

And as a result, digital OOH allows brands (regardless of whether they’re based globally or locally) can get hyper local and connect with consumers in local markets.

:: By Erin Crane, OOH Strategist

Every year trends sweep the nation that offers us, as consumers, the chance to experience something new.

The trend eventually fades or becomes engrained in our daily life. All of these experiences impact our perceptions and consequent actions.

The Experience Comes to You
A few years ago, food trucks [...]]]>

Every year trends sweep the nation that offers us, as consumers, the chance to experience something new.

The trend eventually fades or becomes engrained in our daily life. All of these experiences impact our perceptions and consequent actions.

The Experience Comes to You
A few years ago, food trucks altered the concept of dining out. Instead of running around town for something new, or falling into our usual haunts, tables turned when “restaurants” started coming to us. They came to us with fresh ideas and ingredients, surrounded by a new attitude to provide us with an exciting new way to enjoy a meal, but in our own familiar environment.

Food trucks took a chance by following us, the diners, to where we live, work and play. After a positive ‘first date’, we started following the food trucks. We gather our friends, enjoy the food and share the experience with whoever will listen. It’s evolved into a relationship; sometimes we lead, sometimes we follow, but we always seem to find each other.

Breaking Out of Comfort Zones
Food trucks have found success because they broke out of the brick-and-motor expectations of the restaurant industry and focused on the people. Instead of saying “come to us”, they said “we’ll come to you, and if you like us we can grow together”.

Brands, new and old, have the opportunity to learn a lot from the success of food trucks. Instead of asking consumers to come to you, what if you go to them, on their terms and their turf? It’s further reinforcement that business is not the proverbial Field of Dreams – just because you build it does not mean people will come.

For an established brand, hitting the road is a way to re-engage their consumers. It acknowledges that while consumers are traditionally asked to seek out the products they love, brands are returning the favor and coming to the consumer to provide an entirely new experience. For a new brand or a line extension, it’s a gentle way to introduce yourself and to prove live and in-person your brand promise.

Getting mobile with your brand is a way to invest in consumer loyalty by creating new experiences and building relationships.

:: By Laurie Mueller, Word of Mouth Marketing Experiential Specialist

As 2011 winds to a close, Empower is speaking this week on gamification and encouraging the industry to vote for us in the 2011 iMedia Agency Awards.

Chiquita Gets Its Game On
We’re honored to be on the dais at the Word of Mouth Marketing Association’s annual Summit with [...]]]>

As 2011 winds to a close, Empower is speaking this week on gamification and encouraging the industry to vote for us in the 2011 iMedia Agency Awards.

Chiquita Gets Its Game On
We’re honored to be on the dais at the Word of Mouth Marketing Association’s annual Summit with Chiquita to discuss how gamification goes beyond fun and games and can bring brands real business results.

Steve Daly, Empower’s Director of Technology, is speaking with our client Chiquita and our partner Bunchball about how gamification fits into larger word of mouth marketing strategies. Their presentation revolves around the recent Chiquita Rio promotion.

Empower Nominated for iMedia Agency Awards
Empower is excited to be nominated for two iMedia Agency Awards: “Best Agency for Integrated Media” and for “Best Agency for Out-Of-Home.” The iMedia Agency Awards is dedicated to recognizing the key role of agencies in advancing digital marketing.

We’re on the list with a Cincinnati neighbor, Rockfish Interactive who’s up for “Agency of the Year.” As you probably know, we play nice with other agencies so we’ve banded together and are encouraging folks to vote for both of our shops.

Voting takes place through Friday, November 18^th and takes a couple of steps.

1)      Click here to see all of the nominees.
2)      Login to the site or register if you haven’t already done so.
3)      Vote Empower for “Best Agency for Integrated Media” and “Best Agency for Out of Home.”
4)      Fill in all of the other categories (yeah, iMedia requires this).

Submit your vote and you’re good to go. We appreciate your support!

Is that a lot? Well, It depends on whether your glass is half-empty or half-full perhaps. For context, I’ll note there are approximately 312 million people in the U.S., [...]]]>

ComScore’s latest research** focuses on QR Codes, serving up the headline: ”14 Million Americans Scanned QR or Bar Codes on their Mobile Phones in June 2011.”

Is that a lot? Well, It depends on whether your glass is half-empty or half-full perhaps. For context, I’ll note there are approximately 312 million people in the U.S., so that translates to four percent of Americans.

But if you look at the 78.5 million smart phone users in the U.S., this percentage climbs to about 18 percent.

Ben Kunz, breaks downComScore’s math on his blog. He notes “the odds of any individual holding a smart phone actually scanning your code on a given day are 1 in 244.

Hero or Zero: It’s Usually Somewhere In Between
It doesn’t matter if 14 people or 14 million people scanned a QR Code in June 2011. The question to ask is: “did MY customer scan a QR Code in June 2011?”

To ComScore’s credit, they speak to this question, noting the 14 million are: “more likely to be male, young to middle-age and upper income. Men were 25 percent more likely (index of 125) than the average mobile user to scan QR codes, representing 60.5 percent of the scanning audience.”

Pragmatic QR Code Conversations
I’ve written about QR Codes before and for every smart use of a QR Code, you can probably find at least three bad examples. We’ll always see good and bad uses of the shiny new as we test and learn (which can turn into crash and burn).

But I’m not saying don’t use QR Codes. There are a variety of applications where an element of utility, instant gratification or discovery makes perfect sense and a QR Code can be the best path to that goal — assuming your audience falls into the smart phone user/scanner profile. Don’t forget to track and analyze how the codes are being used.

Stop, Breathe, Think
Via Google+ Kunz nails the point in all the ComScore-fueled discussion. “Stats are good, but they need context and critical thinking.”

And that sums up where I’m at with QR Codes, most any shiny new marketing technology and even sites like Klout. But that’s another blog post entirely.

**To be clear: ComScore, its practices and its published work are all good stuff. I’m taking issue with the  knee jerk sharing that takes place when people see a stat that supports their assumption. It’s that behavior that also makes me skeptical about the wisdom of the crowds.

Cross-Posted at my personal blog.

What is Shopper Marketing and why is it getting so much attention? Shopper Marketing is brand marketing in a retail environment. It’s understanding how a brand’s target consumers behave as shoppers, and then developing programs that deliver value to the consumer, retailer, [...]]]>
:: By Lynne Veil, Empower Media Marketing’s Chief Operating Officer

What is Shopper Marketing and why is it getting so much attention? Shopper Marketing is brand marketing in a retail environment. It’s understanding how a brand’s target consumers behave as shoppers, and then developing programs that deliver value to the consumer, retailer, shopper and brand.

More Than Simply In-Store
Shopper Marketing is a popular topic of discussion as it takes a broader view of the shopping experience to include formats like out of home advertising, mobile marketing and more experiential marketing efforts in addition to traditional in-store marketing.

But Shopper Marketing is more than shelf-talkers, in-store radio and the like. The rise of e-commerce, social media, mobile and the availability of high quality data, focusing on consumers outside of the store is critical. Marketers must truly understand their customers and communicate to and with them along their “path to purchase.”

Whether virtual or brick and mortar, marketing plans must reconsider the shopping experience and the point where the actual purchase decision is being made. Whether it’s a television spot, an online recommendation from a friend or an event sponsorship — they all need to consistently support the brand and not disconnect from it once in-store.

Shopper vs. Consumer
It’s also important to note that the shopper is not necessarily the brand’s consumer. Even if they are one and the same person, the shopper’s behavior and decision making process can be very different at the point of purchase. Successful strategic plans require a deeper understanding of the shopper and how they decide to buy. They also recognize the retailers’ objectives and embrace them as part of the planning process.

A recent Booz & Co. report notes that 83% of CPG brands expect to increase their investment in shopper marketing over the next three years. And for 55% of those companies, Shopper Marketing will exceed all other marketing spending.

Much of this is technology-driven. But the success of these initiatives relies on insights around your brand’s consumers. Now is the time to start planning the path to purchase from the store backwards to first exposure with this insight in mind.

For additional background on Shopper Marketing, visit Empower’s list of curated links.