Sunday, September 25

Measurement - A Roundup Article

Stating the obvious here...the measurement of any marketing program is a key component to the strategic planning process for any brand or business. And while there is universal agreement to that obvious statement, there is no universal protocol to making it happen. Hence, it's not so easy to put into practice.

I was lucky enough to recently participate in a roundup discussion on the topic of measurement, where I along with other industry folks offered my point of view on the topic.

Give a click here to give it a read.

What's your point of view? What's your experience? JIM

Friday, September 23

Bobbi Brown and Uber

Bobbi Brown, as in the makeup brand not the singer, did an interesting little promotion with Uber the other day that caught my eye. It captured my attention because Uber has made its way so intimately into so many of our lives, that for many brands it makes perfect sense as a partner.

But for makeup?

Well, think about it. How many women put their makeup on in the car? Or a taxi if you live in a big urban center? How many men primp a bit in the car? Especially little touchups to make sure you're all put together?

Research shows...a lot! So perhaps there is a natural tie-in for Bobbi Brown makeup and Uber...

To launch their new line of Retouching products, Bobbi Brown wrapped and stocked 20 Uber cars in New York and 20 Uber cars in LA with makeup artists in the backseats from 5:00pm - 9:00pm...perfect touchup time to go from day to night. Or from day to "heeyy" as I like to say.

Lucky riders simply ordered this special car on the Uber app. Pretty smart, and a great way to bring attention to a new line of products in the exact environment where they are likely to be used.

Perhaps this is something they should continuing...

What's your experience? JIM.

Wednesday, September 21

Skittles and the Refugees

Let me first say that I am only commenting on this situation from a marketing perspective. That's all folks. And I find it fascinating, albeit certainly the real issue is far more serious than any bit of marketing.

With that said, what's a brand to do when it's suddenly caught in the cross fire of a no-win political issue?

Evidently Donald Trump's son sent out a tweet comparing Skittles (as in the candy) to the Syrian Refugees.

You literally can't make this up.

Now, truth be told, Skittles isn't the first brand to either voluntarily or involuntarily jump into a social debate. And in fact, it's not the first time for Skittles either. Back in 2012, Trayvon was holding a bag of Skittles when he was shot, propelling the brand into the news instantaneously.

Like then, the brand handled this issue with such care and professionalism and tact and composure...I can go on and on. Here was their response to one of several inquires from the media, that then spread into social media:

Bravo! And a lesson for us all in understanding who we are as a brand and our role in people's lives. And when we should comment and when we should just let it be.

Of course, the original tweet and the response took on a life of its Skittles more exposure than they could ever imagine. And I'm sure not the kind of exposure they want. At all.

In some ways, this is what happens when your brand is an iconic part of pop culture. How they chose to handle the situation is what keeps them there.

What's your experience?  JIM.

Can I Go Bucks County?

We recently did a sentimental journey to Bucks County, PA where we raised our two kids. We got a lot our of the trip. Click here to read about it at Huffington Post.

What's your experience? JIM.