February 2nd, 2008
Tappening Continues To Draw Attention With Its Message
Readers of this blog enjoyed an exclusive interview with the creators of the tap water movement, Tappening. Eric Yaverbaum and Mark Dimassimo continue to pick up steam, selling 39,000 bottles in the first 36 hours of the campaign. Good thing they’ve restocked, because Tappening was featured for the second time this year on Good Morning America just yesterday. The first GMA segment in January featured the Tappening reusable bottle in a segment on hot trends.
Tappening is a great lesson in the power of hipness. The power of cool – of latching onto something positive and giving consumers a device – a bracelet, a ribbon, a red iPod, a bottle – that lets the owner show everyone that she’s “with it” without her saying anything at all. Consider how much more attention your cause or brand could get if you could think of a way to make it cool. Which only prompts this blogger to ask: How can we get Americans to believe that saving money is uber-chic??
Even Presidential Candidates Have Trouble On The Web
How could Presidential candidates still not get the power of the #1 tool on the Web – search? With the new shiny objects being YouTube and Facebook and blah blah, those wishing to be the leader of the free world are missing out on the #1 way to reach voters. Don’t make the same mistake with your business, your brand or yourself. The building blocks of any sound digital marketing plan is search.
A Blog At Just The Right Time (On Wall Street)
This week, I stumbled on Hedonic Adjustment (www.hedonicadjustment.com), a blog about personal finance. I like it: it’s smart, but doesn’t take itself too seriously. Check it out.
Social Networks Are Gaining, But The News Is Messy
There are several surveys out right now in which a high percentage of CMOs say their companies are going to spend money on social networks in 2008. A much smaller percentage of those same respondents say they actually understand the subject. Little wonder. There are big social networks and small ones. Ski social networks and Greg Brady social networks. They are also “slowing down” and “gaining big.” Simultaneously. What is phenomenally different is that (a) these sites aggregate masses of people who may share certain interests, and (b) you should wade in only if you’re willing to have customers actually talk back to or at you. Don’t try this alone. But beyond these specific insights, the principles of authentic communication, a better mousetrap and compelling creative still apply.
Everything You Wanted To Know About Online Video
This is a wonderful white paper from our friends at the IAB: the first in a series about the online video space. 14 pages sounds like a lot, but it’s a painless read and will make you sound like you know what you’re talking about. Quick: what’s the difference between in-banner, in-stream and in-text online video? Like I said…
Whom Do You Trust?
Jarvis Cromwell is a great friend to Marketing Mojo and his own blog, Reputation Garage, is a must read for those interested in the critical topic of building institutional reputation. Readers get a real bonus by reading a post from guest blogger Paul Dunay on this very topic. For the first time, Edelman’s annual survey on trust included 25- to 34-year-old “opinion elites” in 12 countries who appear to put more trust in business than do their older colleagues.
The Tipping Point is Fine, Even If We Can’t Prove It
This is a very interesting article about a scientist named Duncan Watts who believes that influentials – the individuals or small groups in society that market puersrsue for their power to spread ideas and trends quickly – is bunk. I’m posting this article because it smells fishy to me. The experiments ring false, and it feels very much like an academic trying to prove the unprovable and almost poking fun (why?) at all of us who believe in the “tipping point” concept. What’s his (or Fast Company’s) angle? Human behavior – and the spark that ignites or extinguishes a new idea or product – is sometimes unpredictable magic. Marketers know this. Academics, not so much.
“Oh, Yeah?? Well Go Elf Yourself!”
And finally – just in case you were living under a Christmas tree and missed it – no marketing blog would be complete without a shout-out to the Office Max “Go Elf Yourself” viral campaign that allowed users to paste images of their own faces onto the bodies of dancing elves. 26.4 million – NEARLY ONE IN EVERY 10 AMERICANS – visited the company’s holiday site in 4 weeks. Blog mentions were ginormous. So it’s a major bummer that the company’s head of marketing and advertising said that the initiative wasn’t intended to drive sales. “We are third-place players in our industry, so we are trying to differentiate ourselves through humor and humanization.” Geez, that’s embarrassing: an attitude like that just may contribute to the company being satisfied coming in 3rd in a field of 3. And it’s a shame, really, because he’s wrong: if the Mojo was in charge, the value Office Max would derive from that email list of “friendlies” would be bigger and more long-lasting than the campaign itself.
tappeningmark dimassimoeric yaverbaumbrady bunchtipping pointviral marketingelf yourselfoffice maxsocial networks
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