The Blog

  1. Cannes Lions Creative Academy

    The young professionals filed into the room looking like they enjoyed the best of what Cannes night life had to offer just hours earlier, yet were still able to do what those in their 30s can still do: get up early, retain their enthusiasm and fire in their eyes and even arrive on time. I, on the other hand, had to get to sleep early to be at my best at 9a. In my own defense, I had traveled from San Francisco the day before and was feeling a bit off kilter.

    I was teaching a crash course in engagement marketing at the first ever Cannes Lions Creative Academy for Young Marketers for 30 of the best marketers aged 30 and under.  I was unveiling all that I had learned and experienced from my days at Esprit during its US heyday, Levi Strauss & Co., a few leading-edge agencies as well as at my own agency, Grow. All of this, coupled with a breakout exercise… in 75 minutes. Mon Dieu!

    My goal for the Power of Engagement class was simple: to show these extraordinary marketers the power of making true connections with consumers, shift their thinking to a more consumer-centric model and deliver the tried and true “rules for engagement” that my agency has been fine tuning for over 10 years.

    After sharing the statistics of how engagement marketing can move the buzz, loyalty and sales needles, I dove into my pearls of wisdom — the soft side of our practice, which is essential to doing experiential marketing with relevance and impact.

    I shared ideas around changing their mind set, finding the heartbeat of a program, staying inspired, adding value to consumers’ lives and bringing it to life in the real world.  They listened and nodded, acknowledging that this type of marketing was the missing piece of the marketing pie that can set a brand apart. They all knew plenty about developing a SWOT analysis, print, broadcast and digital advertising, media buying, on-floor merchandising and packaging.  All of these elements are part of the marketing equation, but the best marketing programs go one step further: blending mass impressions with the power of connections – or authentic engagement.

    I heard these 30 minds were at the Cannes Lions Creative Academy for Young Marketers not only because of the great promise they showed in marketing, but also because they had a desire to shake things up in their current companies and possessed a passion to create some innovative marketing programs — - to be seen as pioneers that weren’t just talking about engagement, but actually doing it. From the likes of Dell, Unilever, HSBC, Visa, Yum brands and more, they fully embraced the ideas of engaging consumers in more authentic, relevant and powerful ways.

    After throwing the CliffsNotes version at them on our industry, I gave them a challenge to develop some experiential ideas as small teams and only gave them 10 minutes to ideate. I wanted to force them into thinking creatively and outside their corporate constraints just for an hour. They met the challenge and each group came back with thoughtful ideas that had authentic connectivity, creativity and were full of energy to fuel brand loyalties. They got it.

    It was personally rewarding to see their “Ah Ha” moments of delight and discovery throughout our one hour journey together and it was a high to talk about what I love doing with a group that can not only embrace the concept, but that had the drive and determination to bring more value and heart to our industry.  Maybe this next generation of innovators can elevate our industry by adding the human connection and value to what we do as brand stewards.

    –Cassie

  2. Engagement: Key in Memorable Marketing

    One thing I truly enjoy as a marketer is uncovering insights around human behavior/social science that brands can leverage to break through the clutter and really engage their consumers.

    A new book by Joshua Foer entitled Moonwalking with Einstein: The Art and Science of Remembering Everything has been getting tons of press for its revival of an old topic dating back to ancient Greece – how do you make information memorable? The key, based on a principle called The Memory Palace is to associate the basic with the extraordinary, creating a distinct memory that is literally unforgettable.  To do this, people imagine a three-dimensional familiar space in their minds and “fill” it with unique visuals and experiences.

    Foer’s trainer in expanding his memory (he won a national competition in 2006) and one of the foremost experts in the world, Ed Cooke, was recently hired by Chef Byron Brown to help him create a truly unforgettable dining experience.  The result is the 12-course dinner party Sensorium, that is part circus, part play (check out the NPR story here) and distinctive on every level.  The first Sensorium just wrapped in New York with a future series planned for Miami.  (Chef Brown, if you’re reading, we vote for SF next…).

    This concept of creating engagement to build connection is a key principle upon which Grow was founded.  Creating immersive experiences that connect a brand to specific sights, smells, tastes and sounds not only creates fodder to fuel word of mouth, they create a memory specific to that brand that stays with the consumer long after the experience is over.  The milk smoothie enjoyed in an otherworldly oasis.  The unexpected expert advice received in the commuter hub that sparked a dream. The makeover that perked up girls’ night out.

    Your brand may be unique.  It may be interesting.  It might even be revolutionary.  But, ask yourself, is it truly memorable?

    Tami

     

  3. Making the Most of Maker Faire

    I headed down to the Maker Faire a week ago for a much needed shot of creativity. For any dormant scientist or hopeful weekend inventor, this is your Nirvana.

    My filter was a little off with all of the pre-buzz about the Maker Faire and the caliber of brands that we have been in conversations with who were interested in presence at the event. I was expecting a more polished, family-friendly Burning Man where art and science come together. However, Maker Faire leans way more heavily on the tinkering end of the spectrum than the artist’s side with large-scale inventions that look like something out of Mad Max sitting next to a computer-programmer who has been hard at work in his garage with a soldering device displaying his wares on a card table.

    For those like me who were expecting science sitting next to Dwell-inspired design and Slow Food innovative cuisine – you are out of luck and will have to settle for a grown-up science fair complete with chain-link fences, cheese steaks and funnel cakes – with not an organic green to be seen for miles.

    However, I recommend you put your Northern Californian sensibilities aside, dive right in and embrace your inner inventor. You will be energized by all of the hands-on, interactive fun for guests of all ages who can’t wait to take over the robot controls or board the harmonic swing for a ride.

    GE’s Carousolar was inspired and the LEGO good times were flowing in the main Expo Hall. I think this is one of those rare happenings that is still ripe for thoughtful brand experiences – it doesn’t feel over-run with logos and brands have a captive audience with whom to deeply engage if they have a great brand interaction to share – @HomeDepot, @LeapFrog, @Google, @AnniesOrganics… I will be calling you to discuss a 2012 approach!

    Gabrey

  4. Avoid “Ordinance” in Your Marketing Mix

    San Francisco established another first this week. According to change.org, San Francisco became the first city in the nation to change the distribution of phonebooks from opt-out to opt-in. I mean, can we all scream hallelujah?! How I hated tripping over those books when they arrived on my doorstep, felt angry that I was getting them in the first place and experienced waves of guilt as I carted those monsters straight to the recycling bin. Finally the archaic business of printed phone books has to abide, like the rest of us marketers, to opt-in rules. Consumers no longer have to receive 5+ pounds of precious paper unless they are living in the stone ages and actually request them.

    So I applaud the Board of Supervisors for the passing an overwhelming 9–1 vote, to pass its “Yellow Pages opt-in ordinance,” a program that will save San Franciscans $1 million taxpayer dollars every year and end millions of pounds of paper waste. To those of you that live outside of SF, fight for your own rights when it comes to unwanted pounds of paper on your doorstep and spark your local officials to make the same move.

    We know that self-selection is the key to happy consumers and successful marketing. Imagine all the good will and brand loyalty that Yellow Pages could have achieved if they had evolved with their consumers, recognized their need for less paper and moved to a self-selection model by choice. Consumers today want to be heard, they want to self select and they want to suport brands that listen to them. That’s why I love engagement marketing, we invite consumers to participate on their terms in ways that surprise, delight and even sometimes empower them.

    Cassie

  5. Google vs. Facebook… we all lose.

    When I heard about the PR fiasco between Facebook/Burson-Marsteller and Google, it broke my heart; not because two giants that I respect for their staggering innovation are battling it out for more social media share, but because the discipline of PR was used for evil.

    The phrase “public relations” has come a long way. The industry has made a transition from evoking the image of a spin artist whose job it is to take lemons and make lemonade, to a publicist: one who amplifies a message to the public.

    In my 25+ years as a publicist, I’ve dedicated my skills to helping brands and individuals understand what it is they stand for, what makes them different, why the public will find them interesting and sharing it with the world. Thanks to PR the public can evaluate a product, service or individual not just from mass advertising, but through the objective lens of a reporter who’s not being paid for a promotion, but writing for the sole purpose that their audience will find their piece of interest and in a best case scenario, enriching.

    The Facebook program that Burson took on denigrates the Public Relations discipline… not because they took the low road to achieve high returns, but because of the lack of transparency. Reporters, editors, contributors and bloggers find themselves in a world where fact and fiction are getting harder to distinguish, readers are having a difficult time deciphering between objective news and paid promotion, and the practice of fact checking is hanging on by a thread. The media world is changing faster now than it has in its history and it’s critical that standards of ethics and transparency are maintained. You have a point of view? Great, just be sure to let me know if you have a sponsor.

    Danny

  6. The Pop-up Is Here To Stay

    EA Sports Active Pop-upSometimes a fashion look manages to make the leap from trend to wardrobe staple – something that can be updated with different accessories or details to make it modern — while the essence remains the same. Witness the prediction of fashionistas, both amateur and pro, that the once maligned skinny jean have transcended their 80’s heritage and will continue to be with us for a long time to come.

    As engagement marketing mavens, we’d like to make a similar pronouncement about an experiential marketing device whose impermanent nature is the very thing that makes it a critical tool in the arsenal of any brand looking to make a standout connection with its consumers: the pop-up store.

    Whether built for sales, content, new product introductions or all three, pop-up shops offer full brand immersion for consumers and, when implemented strategically, can be a powerful tool to:

    • drive press coverage
    • host private influencer and VIP events
    • serve as a hub for social media
    • act as a living billboard for passerby traffic

     

    Grow has created pop-up experiences for a range of brands and audiences, including EA Sports Active, Wonderbra and Intuit that drove buzz, press coverage and over-delivered on key program metrics.

    In the age of social media it is more critical than ever to deliver real-world experiences and engagement to fuel conversations, both on– and off-line. Consider that Frito-Lay recently broke a record for the most “likes” garnered by a brand in 24 hours on Facebook – a whopping 1.5mm — which was fueled by a five-day live event in NYC that brought the brand’s test kitchen to life. Read about it in Promo here.

    Want your customers to fall in love (or “like”) with your brand again? Let’s pop it up!

  7. Engagement: Doggone Powerful

    As I write this on Saturday night, Tula, my rambunctious yellow Lab and Grow’s mascot, has her head perched on my knee. We’ve just returned home from the Propel Zero to 1000 kick-off, and it’s the first time ever that Tula’s spent the day with me at an event. That’s because this event was all about people who love dogs.

    We spent a fun-filled day raising awareness for the importance of being more active and raising funds for Much Love, an organization that helps animals in need. This is a cause that’s near and dear to the hearts of the folks at Propel Zero and the celebs who joined us on Saturday – Cindy Crawford, Brooke Shields, model Joanna Krupa and Maksim Chmerkovskiy, who is Kirstie Alley’s partner on “Dancing with the Stars” this season.

    Dog-lovers from all over the Los Angeles area showed up with their four-legged family members – Propel Zero spokeswoman Cindy Crawford brought her two adorable dogs! – and everyone, human and canine alike, was given the red-carpet treatment, which included a 20-minute walk through the stunningly beautiful grounds of the Church Estate Vineyards, an agility course for dogs, Propel Zero tastings and samples, face-painting for children, a climbing wall, a bike-powered DJ booth, and a delicious, healthy lunch.

    The whole day was inspiring, and it reminded me of the power of engagement to go beyond traditional marketing or social media conversations and make a difference in people’s lives. Engaging with like-minded dog owners, Propel Zero and Much Love were able to connect with consumers in a new and different way – one that goes beyond simply marketing to sharing with consumers how a brand can make a difference in their lives.

    Great brands recognize that engagement isn’t simply talking the talk. It’s about listening to what consumers have to say about their lives, their hopes for themselves and the well-being of their families (and for dog-lovers, that’s always going to mean Fido, too).

    While we can use social media to start the conversation or keep the conversation going, true engagement is about genuine in-person connection in ways that are meaningful to the consumer – not just the brand. And what could be more meaningful than helping people achieve an aspiration – to be more active and healthy throughout the year – while helping a deserving nonprofit in their community?

    Doggone inspiring. Right, Tula?

    Tula wags her tail. Time for another nice, long walk.

    Danny Kraus

  8. Our Summer Intern Checks In

    “What do you want to be when you grow up?”

    A princess.

    Well at least that was always my answer up until the age of ten or so. The dream quickly died when I began to realize that becoming a princess was near impossible, and I had to set my sights on a more realistic future. The question then just kept coming: from my teachers, my friends, especially my mum! Whilst my answers continually changed according to my age and latest hobby, the latest answer would have to be, “I have absolutely no idea! “

    That was until this summer.

    This summer, I have been interning at the fabulous Grow Marketing. I got hooked up with them through a mutual friend and after some e-mail chit-chat it was arranged that I would spend two weeks here, learning the ins and outs of marketing.

    I was going into this internship completely blind – I had no idea what I was going to be doing; it is fair to say I had no idea what marketing actually was. And in some degrees I guess I still don’t! Grow goes so above and beyond what would normally be considered marketing that they have outgrown (excuse the pun) their name. Through influencer marketing and non-traditional methods, Grow builds relationships with their clients, their products and the consumer in a way I could never imagine. Fun, exiting and often (their favorite) irreverent are only a few words to describe the ideas bouncing off the pink and purple walls here!

    As a stereotypically “serious” Brit, studying a non–committal (read: liberal arts) degree at university, initially I was struck by the relaxed atmosphere and quirky terminology used in American business. (I can even wear jeans to work?!) But then I figured if you can’t beat ‘em, join ‘em!

    I have been lucky enough to be involved in so many exciting and fast paced projects here and have learnt that in marketing the more creative you are, the better! Thank you, Grow for the great experience and opportunity!

    So ask me now what I want to be when I grow up…

    I want to be in marketing!

  9. Influencer vs. “Outfluencer”

    Recently, Grow co-founder Cassie Hughes and Esperanza Teasdale of PepsiCo Americas Beverages spoke at the Event Marketing Summit on the Power of Influence in launching, refreshing and extending brands.

    Shortly before the conference, McKinsey and Company had made word of mouth marketing (and the power of influencers to ignite it) the topic of their Quarterly Newsletter, which we gave a nod to in our recent newsletter.

    With 10% of the population credited with influencing the other 90% on what to purchase, consume and experience, it’s clear that effectively tapping that 10% can pay incredible dividends. The question on everyone’s mind when it comes to influencer marketing is – how do you know who is an everyday influencer?

    It’s an important question, and the place where a lot of programs don’t deliver. The quality of any influencer program begins with the quality of the influencers themselves. Without thoughtful investigation and selection you could end up with what we have coined an “outfluencer.”

    Let this excerpt from Cassie and Esperanza’s speech serve as a helpful guide to understanding the difference.

    An ‘Everyday Influencer’ is someone who…

    • Is recognized by their peers as those individuals who have their finger on the pulse of what’s going on
    • Embodies and has a natural affinity for the brand, service and offering
    • Has deep peer networks with which to share their experience
    • Is truly passionate about being the first to discover something new and share that news with others

    An ‘Everyday Influencer’ is NOT…

    • Someone you have to pay to endorse your brand
    • A handraiser who constantly wants to try new products for free
    • A person who is repeatedly pulled from an overused database

    Influencer vs. Outfluencer

  10. Inspiration from Unlikely Places

    As non-traditional marketers and publicists we are fueled by a natural curiosity to uncover emerging trends, new sources of inspiration and methods of engagement to help inform our thinking. It keeps us sharp, our clients in-the-know, and the creative we develop feeling fresh and relevant.

    Below are a few of the things that have caught our attention lately, and our insights about the bigger trends and opportunities they reveal.

    Polyvore.com:
    A user-generated fashion magazine (think paper dolls where you can take your virtual scissors all over the web to clip as many designer fashions as you can possibly unearth) founded by a former Yahoo! exec that has grabbed the attention of aspiring fashionistas along with a range of fashion labels and brands who want to connect with them, from Tory Burch to Nike to X.

    Polyvore.com

    Polyvore.com

    Grow Insight: With Yelp!, Netflix and Amazon reviews, the Internet was initially about putting the power in the hands of the people with all opinions being equal. The trouble is, it doesn’t always get you to the movie, book or restaurant you’ll love. Personal taste is more nuanced than that. Sites like Polyvore take the customer review a giant leap forward. Yes, everyone can still participate and offer their two cents, but it is those users who have demonstrated their style savvy (as validated by the group) who are looked to by both brands and consumers for their expertise.

    Prefab structures:
    From high-end tree houses to schools to community smart buildings, prefab is emerging as a cost-effective and stylish way to build green. The interim Chrissy Field Center in our own backyard features high-performance classrooms, a science lab, an art room, administrative space as well as a café.

    Crissy Field Center

    Crissy Field Center

    Grow insight: A thoughtful approach makes all the difference. Whether the environment being created is for an individual, a community or a brand, the space must feel differentiated, relevant and above all, functionally right for the task.

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