I just went to an on-line marketing seminar and most of the day was spent absorbing new vocabulary. What it all boiled down to is there are more ways to reach out to customers and it is more measurable. All great things when you are in marketing. In addition, I picked up some valuable nuggets of information:
1) 29% of our time is spent on line however only 8% of most marketing budgets are spent toward on-line marketing initiatives. (Something to ponder, or at least have my clients ponder)
2) 37% of our time is spent consuming TV and 35% of most marketing budgets are spent on TV marketing efforts. (Not very logical but hey, Super Bowl commercials are expensive)
3) One billion people are using social media on a daily basis. (Can you say Tweet!)
4) 93% of people trust product reviews from people they have never met. (We can find our future mate on line, so why not trust a stranger's opinion on products?)
5) Of over 250 million mobile phone users, 90% can accept a text message. (Hopefully not while driving.)
One fact kept bubbling to the surface; the selling process is changing rapidly. It is more important for a marketer to know the buying process, or as Steven Woods coined the phrase the "Digital Body Language", of your customer. Companies have the capability of knowing who is looking at their site, what they are looking at and when. Emails can be targeted more effectively and sellers can close a deal more often. This is great, but it kind of reminds me of trying on clothes while a really annoying sales person hovers outside the dressing room to see if I need another size or color. We may run the risk of over saturating the customer with email, facebook pages, mobile texts and tweets.
So who is in the driver seat now? Can the customer tune you out while he gathers reviews from bloggers and other strangers and makes up his own mind? Or can he be cyber stalked and convinced to purchase when the time is right? I think it is up to the marketers to strike a balance of all the on-line marketing tools. Not all of them are right for every product. (I mean really, does Charmin Toilet Paper need a Facebook page?)
But here was the final bit of information I picked up: When creating a micro site, use different key words from the corporate site so it doesn't erode the traffic to the corporate site. (Duh. But I never thought of that.)
Patty Jensen
Tuesday, June 23, 2009
Monday, April 27, 2009
¡Design Libre!
While browsing through the multitude of offerings at the Festival of Books at UCLA this past weekend, I came across an item that I had to have the second I saw it. I didn't even check to see how much it was before I bought it. See picture below.
It was placed strategically by the cash register--the ultimate impulse item. From a design standpoint, it's a very well thought-out and executed piece. The concept is great, and the packaging is way fun but high-end.
Notice you can take the masks off the die-cut thumbs. The back offers tips on maneuvers and alternative gameplay:
As for the construction, the package is a cleverly cut and folded single sheet, with tabs and one wafer seal holding the whole thing together.
The epitome of well thought-out fun.
- Steph Windham
It was placed strategically by the cash register--the ultimate impulse item. From a design standpoint, it's a very well thought-out and executed piece. The concept is great, and the packaging is way fun but high-end.
Notice you can take the masks off the die-cut thumbs. The back offers tips on maneuvers and alternative gameplay:
As for the construction, the package is a cleverly cut and folded single sheet, with tabs and one wafer seal holding the whole thing together.
The epitome of well thought-out fun.
- Steph Windham
Monday, March 9, 2009
New and Not Necessarily Improved
A story in the March 3, 2009 issue of the LA Times regarding the unfavorably received new Pepsi brand redesign reminded me of another recent unsuccessful redesign—the one for Tropicana orange juice.
A few months ago, I was in a Target store buying some orange juice. I usually get the Tropicana brand, and was disappointed when I didn't see any in the cases. I just saw a bunch of unfamiliar cartons that I immediately wrote off as "not Tropicana" and kept looking around. It was only during a second pass that I realized that these new cartons were indeed Tropicana. Wow, I thought, that's a pretty radical new look. Gone were any vestiges of familiarity--the funky old-style logo, and especially the orange with the straw stuck in it. The new carton is dominated by a large shot of a tasteful-looking (not necessarily tasty-looking) glass of orange juice, with the word "Tropicana" in an unfamiliar sans serif font and green color turned 90ยบ clockwise along the side. They didn't keep ANY of the elements of the old package and I think this was its downfall. When you're dealing with such a familiar and iconic product, I think you have to be extra-cautious introducing a new design. The new design isn't hideous; it's actually very tasteful, but perhaps too much so. It's so tasteful it's really quite generic and inexpensive-looking, which I'm sure wasn't their intent. Indeed, when I first saw it in the cases I thought they were a new Target generic brand in the style of their "Market Pantry" products. Apparently I wasn't the only one who was discombobulated by this new package; due to the overwhelming negative response to the redesign, Tropicana's actually going back to the old packaging (but retaining the family photo-oriented ads, which I think are nice). I'm not sure if that's the right solution, either, and I'm afraid things will be muddled for the Tropicana brand for a while. here are just a couple of articles I found on how the new redesign has failed: From the Daily Heller blog, entitled "Orange You Sad…", and a reaction from the packaging blog Dieline.
So this brings us back to Pepsi. I think the same mistakes were made—not retaining the successful elements of a product's brand equity. It's the very definition of throwing the baby out with the bathwater. And I didn't realize it wasn't just for the colas; apparently they'd also redesigned the labels for Sierra Mist and Mountain Dew, the latter also having undergone a name change to "Mtn Dew." Hm, this just smacked of the time when everyone would just slap the word "extreme" or the letter "X" on everything to instantly give something a cachet of cool. Pretty soon it became anything but. I'm thinking this pandering to the txt speak generation will most likely have a very short shelf life.
Strangely enough (or not), these redesigns were done by the same company: Arnell Group. I just visited their site and found it very curious. It's EXTREMELY minimal with absolutely no pictures of anything, even their work. Upon doing some minor internet searching, I came across this interesting article on the Package Design Magazine site. There was no date on it so I'm not exactly sure when it was posted, but it must have been a few years ago, when Arnell was tapped to do the last redesign for Pepsi. In it, there's a rather prescient paragraph that reads, "Pepsi actually asked their loyal consumers what brand elements would have to remain so that they would be intuitively reassured that their favorite drinks were not changing and the brand they trusted was still essentially the same. Their answer was direct and consistent. Pepsi-lovers needed to see three elements for sure—the Pepsi "globe," the iconic Pepsi blue, and the familiar tilted Pepsi capital letters." I realize some time has passed between these two redesigns, but so much that users (loyal or otherwise) wouldn't still be looking for these familiar elements on the store shelves?
Steph Windham
UPDATE 4/27/09: After encountering this article in Newsweek about Peter Arnell, some of the mystery about this firm and its founder has lifted. It prompted me to revisit the Arnell Group website and noticed that it's very different from what I saw a few months ago. Now there are actual pictures, and there is bio of its founder, looking very casual and approachable--very different from the impression I got about him from the Newsweek article. Then again, he is supposed to be the master of reinvention.
A few months ago, I was in a Target store buying some orange juice. I usually get the Tropicana brand, and was disappointed when I didn't see any in the cases. I just saw a bunch of unfamiliar cartons that I immediately wrote off as "not Tropicana" and kept looking around. It was only during a second pass that I realized that these new cartons were indeed Tropicana. Wow, I thought, that's a pretty radical new look. Gone were any vestiges of familiarity--the funky old-style logo, and especially the orange with the straw stuck in it. The new carton is dominated by a large shot of a tasteful-looking (not necessarily tasty-looking) glass of orange juice, with the word "Tropicana" in an unfamiliar sans serif font and green color turned 90ยบ clockwise along the side. They didn't keep ANY of the elements of the old package and I think this was its downfall. When you're dealing with such a familiar and iconic product, I think you have to be extra-cautious introducing a new design. The new design isn't hideous; it's actually very tasteful, but perhaps too much so. It's so tasteful it's really quite generic and inexpensive-looking, which I'm sure wasn't their intent. Indeed, when I first saw it in the cases I thought they were a new Target generic brand in the style of their "Market Pantry" products. Apparently I wasn't the only one who was discombobulated by this new package; due to the overwhelming negative response to the redesign, Tropicana's actually going back to the old packaging (but retaining the family photo-oriented ads, which I think are nice). I'm not sure if that's the right solution, either, and I'm afraid things will be muddled for the Tropicana brand for a while. here are just a couple of articles I found on how the new redesign has failed: From the Daily Heller blog, entitled "Orange You Sad…", and a reaction from the packaging blog Dieline.
So this brings us back to Pepsi. I think the same mistakes were made—not retaining the successful elements of a product's brand equity. It's the very definition of throwing the baby out with the bathwater. And I didn't realize it wasn't just for the colas; apparently they'd also redesigned the labels for Sierra Mist and Mountain Dew, the latter also having undergone a name change to "Mtn Dew." Hm, this just smacked of the time when everyone would just slap the word "extreme" or the letter "X" on everything to instantly give something a cachet of cool. Pretty soon it became anything but. I'm thinking this pandering to the txt speak generation will most likely have a very short shelf life.
Strangely enough (or not), these redesigns were done by the same company: Arnell Group. I just visited their site and found it very curious. It's EXTREMELY minimal with absolutely no pictures of anything, even their work. Upon doing some minor internet searching, I came across this interesting article on the Package Design Magazine site. There was no date on it so I'm not exactly sure when it was posted, but it must have been a few years ago, when Arnell was tapped to do the last redesign for Pepsi. In it, there's a rather prescient paragraph that reads, "Pepsi actually asked their loyal consumers what brand elements would have to remain so that they would be intuitively reassured that their favorite drinks were not changing and the brand they trusted was still essentially the same. Their answer was direct and consistent. Pepsi-lovers needed to see three elements for sure—the Pepsi "globe," the iconic Pepsi blue, and the familiar tilted Pepsi capital letters." I realize some time has passed between these two redesigns, but so much that users (loyal or otherwise) wouldn't still be looking for these familiar elements on the store shelves?Steph Windham
UPDATE 4/27/09: After encountering this article in Newsweek about Peter Arnell, some of the mystery about this firm and its founder has lifted. It prompted me to revisit the Arnell Group website and noticed that it's very different from what I saw a few months ago. Now there are actual pictures, and there is bio of its founder, looking very casual and approachable--very different from the impression I got about him from the Newsweek article. Then again, he is supposed to be the master of reinvention.
Thursday, January 29, 2009
Can We Still Judge a Book By Its Cover?
My neice told me she is now getting her text books on-line. I don't mean she is ordering her books on-line, she is reading them on line. She had mixed feelings about this. Even my 14 year old son, who is an avid user of everything in the digital age, was luke warm to the idea. The site is called CourseSmart. You basically "rent" the book for 180 days and then it expires and you have no more access to the content. There are some great features like being about to highlight and bookmark content and the student can print out only the pages they require. But this also means you must have a laptop or computer to access the content.
Of course, there is always Kindle, the wireless reading device--the future of book reading they say. The screen is high-resolution and reads like paper and you can literally carry your library of books on one device. Of course, I can see benefits for this with text books. I remember carrying my books around campus and getting a backache. Either that, or I would forget the one book I needed.
Call me old fashioned but I'm going to miss books if this is their future. I would miss cracking the spine of a new book and the crisp fresh pages. I also love sharing a well worn book with friends. In fact, I still have some of my college text books. When I was a kid, my mom would take us to the library to stroll the shelves for a new book. I can't imagine scrolling through a series of names on line and having the same excitement. Could I still judge the book by its cover?
Patty Jensen
Of course, there is always Kindle, the wireless reading device--the future of book reading they say. The screen is high-resolution and reads like paper and you can literally carry your library of books on one device. Of course, I can see benefits for this with text books. I remember carrying my books around campus and getting a backache. Either that, or I would forget the one book I needed.
Call me old fashioned but I'm going to miss books if this is their future. I would miss cracking the spine of a new book and the crisp fresh pages. I also love sharing a well worn book with friends. In fact, I still have some of my college text books. When I was a kid, my mom would take us to the library to stroll the shelves for a new book. I can't imagine scrolling through a series of names on line and having the same excitement. Could I still judge the book by its cover?
Patty Jensen
Friday, January 16, 2009
Knock/Shock Offs For A Young Audience
On a recent research/reconnaissance mission for packaging design in the Action Sports industry, I came across some really cool packaging, environmental/display structures and graphics/imagery at a local ACTIVE RIDE SHOP. For example, Vestal watches created a display case that resembled a touring rock bands' sound gear. Another interesting find was a large framed poster (approximately 4' x 8') for Obey clothing. It's bold use of red and black solids with overlapping layers of torn paper, spoke wartime propaganda poster with a hip and modern twist.
What really caught my attention however, were the cleverly goofy (and some, perhaps borderline controversial) packaging ideas for skateboard parts and accessories. Although not the most interesting nor innovative in terms of graphics and structure, what drew my attention to these packages were the silly mimicking and poking fun at everyday products and objects, yet making them functional and practical for the target consumer. Another attention grabber is the use of slight shock value with reference towards drug use. I was a bit surprised when I realized what I was looking at, considering the young target audience. The silly imitation approach reminded me of Wacky Packages from my childhood which made sense, considering a vast majority of the skateboarding industries audience are silly and care-free teens and pre-teens. As for the drug references, I found them clever but considered how they may serve as a deterrent to conservative parents who may oversee their young skaters purchases. To date, I am not aware of any parental uproar concerning the risky concepts so I assume they remain on the shelves.
Wacky Packages from the 1970's
Speaking of parents, those who skateboard are convinced in their minds that they are still teenagers so they may fall into this juvenile marketing plan as well. Proof of this are the cast and thinking behind the T.V. show and movie, "Jackass", featuring 20-30 something year old skateboarders who's over the top antics and pranks demonstrate this silly and care-free attitude and how it can entertain and sell to a broad audience.
Among the notable or questionable ideas are Bakers ball bearings sets called "Tweakers" packaged like prescription pills in a yellow pop top container with pharmaceutical style label.
Ninja upped the ante with the drug reference in the form of a syringe to package ball bearings lubricant called Ultra Speed.
Ninja also packaged skate wax like a deodorant stick with a choice of scents. Other notables are skate hardware packed in small zip lock bags resembling nickel bags and skate wax molded and dyed to resemble dog poop.
The skateboarding industries packaging trend of imitating unrelated industries, combined with shock value, while maintaining product functionality and practicality, has proven to be successful in turning heads and selling product. JDA's application of this concept (sans shock value) when appropriate has also proven to be effective and successful for our clients.
--Jerome Calleja
What really caught my attention however, were the cleverly goofy (and some, perhaps borderline controversial) packaging ideas for skateboard parts and accessories. Although not the most interesting nor innovative in terms of graphics and structure, what drew my attention to these packages were the silly mimicking and poking fun at everyday products and objects, yet making them functional and practical for the target consumer. Another attention grabber is the use of slight shock value with reference towards drug use. I was a bit surprised when I realized what I was looking at, considering the young target audience. The silly imitation approach reminded me of Wacky Packages from my childhood which made sense, considering a vast majority of the skateboarding industries audience are silly and care-free teens and pre-teens. As for the drug references, I found them clever but considered how they may serve as a deterrent to conservative parents who may oversee their young skaters purchases. To date, I am not aware of any parental uproar concerning the risky concepts so I assume they remain on the shelves.
Wacky Packages from the 1970's
Speaking of parents, those who skateboard are convinced in their minds that they are still teenagers so they may fall into this juvenile marketing plan as well. Proof of this are the cast and thinking behind the T.V. show and movie, "Jackass", featuring 20-30 something year old skateboarders who's over the top antics and pranks demonstrate this silly and care-free attitude and how it can entertain and sell to a broad audience.
Among the notable or questionable ideas are Bakers ball bearings sets called "Tweakers" packaged like prescription pills in a yellow pop top container with pharmaceutical style label.
Ninja upped the ante with the drug reference in the form of a syringe to package ball bearings lubricant called Ultra Speed.
Ninja also packaged skate wax like a deodorant stick with a choice of scents. Other notables are skate hardware packed in small zip lock bags resembling nickel bags and skate wax molded and dyed to resemble dog poop.
The skateboarding industries packaging trend of imitating unrelated industries, combined with shock value, while maintaining product functionality and practicality, has proven to be successful in turning heads and selling product. JDA's application of this concept (sans shock value) when appropriate has also proven to be effective and successful for our clients.
--Jerome Calleja
Monday, January 12, 2009
Packaging: Frankly Fun
Paul Frank is a simple but fun brand. You can tell that their designers have a good time with the unique products, characters and colors. When I was browsing the mall I went into their store and saw the branding with the monkey and friends on cool retro watches, sunglasses, etc., one would expect to see. But then I was drawn to these striped squares on the wall. They just looked like pieces of foam. And because they were so awkward and seemingly out of place, I moved in for a closer look.
At first, I thought it was some kind of seat pad but then saw the familiar sandal straps popping out the middle. As I examined closer, I finally saw the dieline of the flip flops. They were held in place by a simple belly band and had a diecut handle, out of the foam, for retail purposes. I thought it was a great packaging solution because the designers considered how their product was made and designed around that. They also gained graphic impact from having more surface area to apply branding. The only downside to this was if someone was looking for flip flops, they might have a more difficult time finding them. Flip flops are easy to spot because of their unique shape. Now that the shape is disguised, a consumer might have to ask a employee where they might find them. Overall, I would have to give this a thumbs up.
At first, I thought it was some kind of seat pad but then saw the familiar sandal straps popping out the middle. As I examined closer, I finally saw the dieline of the flip flops. They were held in place by a simple belly band and had a diecut handle, out of the foam, for retail purposes. I thought it was a great packaging solution because the designers considered how their product was made and designed around that. They also gained graphic impact from having more surface area to apply branding. The only downside to this was if someone was looking for flip flops, they might have a more difficult time finding them. Flip flops are easy to spot because of their unique shape. Now that the shape is disguised, a consumer might have to ask a employee where they might find them. Overall, I would have to give this a thumbs up.
Web Advertising Takes Over
I was getting my regular music fix from Pandora Internet Radio and realized a different look in there web page design. They had started to expand the presence of their advertising from banner ads on the side of the page to, in some cases, the whole website. Almost as if the site had been re-branded with the advertisers branding. The only constant was the lightly branded music player in the center.
But if you think about it, that's all a Pandora user needs. They can still get the same music and information they want but now Pandora can increase their advertising sales opportunities. Good call. Personally, I could care less how big an advertisement is as long as I can find what I want. The North Face, especially, has really taken liberties with their advertising where the music player is rising out of the mountain. That's actually the ad that really made me notice what they were trying to accomplish. How much farther can they go?
But if you think about it, that's all a Pandora user needs. They can still get the same music and information they want but now Pandora can increase their advertising sales opportunities. Good call. Personally, I could care less how big an advertisement is as long as I can find what I want. The North Face, especially, has really taken liberties with their advertising where the music player is rising out of the mountain. That's actually the ad that really made me notice what they were trying to accomplish. How much farther can they go?
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