The Blog

  1. 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

  2. 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

  3. 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!

  4. 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

  5. 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!

  6. 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

  7. 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.

  8. A Field Trip with Jim Stengel

    At Grow, we’re relentlessly evangelizing the need for brands to create authentic experiences for their consumers that will ignite and fuel life-long emotional connections and engagement. We’ve seen it time and time again with all of our clients: when brand ideals are brought to life in compelling ways every metric is impacted — sales increase, word of mouth buzz is ignited, armies of advocates grow, consumer loyalty increases and email databases swell.

    The power of experience touches not only brands and their consumers, but also how the next generation of marketers is learning their craft. As part of Grow’s work with client Jim Stengel, former global marketing officer of P&G and now President of the Jim Stengel Company, LLC and an Adjunct Professor at UCLA Anderson School of Management, I had the unique opportunity to join Jim, and co-professor Sanjay Sood during one of their final class sessions. AdvertisingAge editor-at-large Jack Neff also joined to see how Jim was bringing his new marketing approach to life in an academic setting.

    On my flight to Los Angeles I thought about how long it had been since I sat in a university classroom. As it turned out, I would have to wait a little longer. Professors Stengel and Sood did not teach in a classroom this day, but instead continued with their experience-based curriculum by immersing their MBA students in the world of advertising with a field trip to TBWA\Chiat\Day. There, the students took a tour of the unique workspace (where dogs of every shape and size slept peacefully at their parent’s feet), and listened to account directors and creatives talk about how groundbreaking campaigns are born.

    Two campaigns were presented, Pepsi Refresh and Pedigree, followed by a spirited Q&A session that provided the students with a look “behind the curtain” of the work they’ve been studying. This out-of-the-classroom experience gave the students a lesson in the practical application of their discipline and I loved seeing how deeply engaged and inspired the students became as they soaked it all up.

    What if more brands provided consumers with the same type of engagement and inspiration every day? They can. It involves digging deep into a brand’s DNA and identifying what makes it stand apart from its competitors and then authentically bringing it to life for consumers. These hands-on, immersive experiences, whether it’s students learning their craft or consumers engaging with brands, ignites a deeper understanding and connection that will have a long-lasting and profound impact.

    Danny Kraus, Marketing Communications Director

  9. PR is Dead…again

    “PR is dead, and the media is dying.”

    It’s baaack!

    Apart from the melodrama of these statements, many (non-media or non-PR pros) have been quoted saying public relations, as a practice, is slowly diminishing in its overall value to business functions. Why? They claim the advent of social media has made PR obsolete, that all an organization needs to do is have its CEO tweet, pick a few “influential bloggers” to share their news with and maintain and craft relationships on their own. They also claim that PR agencies haven’t innovated enough – and at times, their criticism of the PR industry has been fair, especially when it come to sloppy practices and an inability to effectively use social media. In short, they say PR is not what it once was in terms of value.

    And we respectfully disagree.

    First, PR Week is reporting that over the next three years, marketers are going to spend more than $8 billion on public relations – a 55% increase over spending in 2008. Clearly those brands are seeing an increased need for PR services, as the media landscape gets more fragmented and challenging to navigate. Understanding that an industry publication may not be considered the most unbiased source to a doubter, let’s look directly at who is saying we’re “dead” and the alternatives they propose.

    Andy Sacks, a blogger in Seattle who writes about entrepreneurship, recently wrote a “PR is dead” post and then offered the following tips:

    Make a list of the top 10 influencers you are targeting.
    Work backwards from 10 to 1 and start engaging that list in any way you can
    By the time you get to #1, you should have your pitch and engagement down so you have the greatest chance of success.

    As we pointed out to Mr. Sacks on Twitter, this actually proves that PR is not dead. Who makes the list of influencers? Who conducts the necessary research to identify these people and then create relationships with them? Who crafts the pitch? Your leaders can certainly do some of this lifting but it doesn’t feel strategic or streamlined. Bloggers and media alike are notoriously irritated by being pitched by someone who has not taken the time to familiarize themselves with the topic areas they cover and how they like to be approached. Is this kind of detailed and nuanced research the best use of a CEO’s time? Also, your pitch should be tight well before you get to your #1 identified influencer. Why should influencers 2 through 10 have to suffer through a mediocre attempt? To maximize success and minimize gaffes that can spread through social media like wildfire, you need dedicated and talented publicists to manage this process.

    Just because this is “old news”, we do need to address the rumored demise of the press release (and also old news but “PR” doesn’t stand for “press release”). Many claim that releases as a form of media relations are a thing of the past yet we’re finding that journalists often rely on press releases as a valuable resource to help them write their stories. We’re asked all the time if we can supply a release and we recommend most of our clients to issue press releases as a document of record for major announcements. Dedicating an area on a Web site to this is hugely critical for any organization. Let’s be clear – a press release is not the key to a successful PR program, and there is no substitute for knowing how to craft and pitch a compelling story and knowing a journalist’s beat, but having the story and facts in a release remains a piece of the PR pie.

    PR is still needed to set, hone, refine, evaluate and broadcast critical messages for an organization, brand or cause. And that, my friends, is why PR is alive and well, still shaping company reputations and contributing to the bottom line.

  10. Are Pop-up Shops So 2009?

    Recently Women’s Wear Daily posted an article predicting that the novelty of the pop-up shop will fade in 2010, which Fast Company magazine referenced in a post today. The article cites experts who feel the trend has been overplayed, driven primarily by the recession hitting retail storefronts and driving down rents:

    “Retailers might need to come up with another idea or a fresh angle for the pop-up to excite consumers. That’s key, since the main role of pop-ups is primarily to be marketing vehicles rather than drivers of significant profits and sales.”

    We couldn’t agree more. As with any marketing tactic, a fresh angle and approach is critical to consumer engagement. While lower rents may have made some brands jump in who otherwise might not have considered the medium, the reality is that brands still need to continue to reach out to consumers in interesting ways to set themselves apart. Consider that although we are living in a digital world, much of what fuels social media chatter continues to be the events and experiences that happen to us offline.

    We feel the pop-up shop has only begun to stretch its legs, for a multitude of reasons. When executed well, a pop-up offers a:

    • Dynamic space for influencer events
    • Hub for social media activity
    • Backdrop for publicity and media events
    • Living billboard that garners thousands of impressions from passersby
    • Disruption that stops consumers in their tracks

    Most importantly, pop-ups can be ideal for high-engagement products and considered purchases, allowing consumers to test-drive before they buy. Pop-ups function best when they deliver an experience that goes far beyond interesting merchandising, offering consumers a reason to walk through the door, and tell their friends. At best, a pop-up experience amplifies the product’s offerings.

    One recent example is our own EA Sports Active Pop-Up Training Centers. We curated the entire experience, from start to finish, to truly take the product off the shelves and into consumers’ hands.

    So brand marketers, we’d like to see more pop-ups in 2010. Pop.

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