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Will “Droid Does” Be Meaningful?

Wednesday, November 4th, 2009


(Today I’m turning over the keys to guest writer Marty Boyer, one of our top technology leaders here at Bridge Worldwide. Marty had some great thinking about a new campaign for Verizon that is meant to steal share from the iPhone, and I asked him to add his thinking to this space. Please also check out Marty’s blog over at Famine City.)

If you are going to call out the iPhone for its shortcomings, you better bring a great product and the marketing cavalry. Unfortunately, I have to say that while the technology might deliver on the brand promise for Android, the “Droid Does” campaign is not delivering on meaningful marketing quite yet.

As a technologist, I was very excited to see Verizon’s Droid Does campaign surface on television a couple weeks ago. Finally, competition that is so confident about its product that it is directly taking on the iPhone. Though I own an iPhone, I also own a G1—the first release of the Android phone. The first release of the Android phone wasn’t exactly a consumer-ready device. However, with the release of the Droid Does campaign and Android 2.0, I was anticipating some strong competition for Apple, which needs a strong competitor to hasten upgrades to the iPhone. I was assured through the bold statements and the nature of the commercial that this device is ready to deliver.

Then I visited droiddoes.com, the call to action on the television spot. Verizon piqued my interest, I came to its website, and I was fully engaged. I’m the exactly the visitor Verizon wants blogging about the next release of the Android platform. I was hoping for something meaningful. But…

Verizon did not deliver anything meaningful. When I visited the site, there was an email sign-up box, circa 2000, to get updates on availability. DroidDoes.com missed the opportunity to send me wistfully into their purchasing funnel. I committed my time to visiting their site and even signed up for the newsletter, but was underwhelmed from the marketing experience. I wanted to be sold. I wanted something meaningful.  To be competitive in this space, brands must remember that they are trying to attract converts and early adopters. So what might a meaningful effort have looked like in this space?

Provide the opportunity to join a revolution.

The iPhone isn’t simply a phone; it’s a cultural icon. From the headphones on down, it is an absolute status symbol. There are many buyers who want another option—a better option for their specific needs. Help us believe, Verizon. We want to be part of an early-adoption revolution. Allow us to take a blog badge, join a Facebook group, or leave a comment about what I want by joining the Android revolution. As I am writing this post, a tweet came across from Adam Kmiec, “So want a Palm Pre or Pixi. Wish Palm had a program for people to trade in their iphones for a pre/pixi.” We all want options and an alternative to the iPhone; capitalize on it.

Use all of the energy and comments in the social-media space to share features about the Android.

Alternatively, allow iPhone users to download an iPhone app that posts what they want from the Android. Solicit feedback about what people are really looking forward to from the Google product to help build buzz and then share this content out to social networks. The people who are visiting Droid Does are early adopters and converts, but there is not a method to harness their energy to build Android momentum.

Show the anatomy of a “Droid.”

I can easily Google “Android phone” and find video, features, functions, and more content than is delivered on the website. Verizon has an opportunity to show us the latest, greatest, and best of its product offering, yet it has given the responsibility over to other consumers. If we have to rely on other consumers more than the brand itself for product information, then there’s work to do. Again, the company has not delivered a meaningful experience or even (simply) information. At this same time I might recommend that Verizon use the opportunity to clear up why its service is different than T-Mobile’s G-Phone product. Consumers in the United States (unless you are an iPhone user) tend to shop by carrier first, and phone second. This is more FAQ content and does not even really engage the user, but is a step toward being useful, if not meaningful.

To quote Jim Croce, “You don’t step on Superman’s cape.” You are calling Apple into the fight. You are telling the world you are better. If you are better, you have to deliver. Every phase of your plan must be on point, meaningful, and executed to take on a market leader. At some point, the Google phone will make inroads into the Apple iPhone’s world. At minimum, I am expecting some of the market forces to hasten upgrades to the iPhone itself. If you are going to compete with Apple, your products better deliver on the brand promise and start with meaningful marketing experiences.

Marty Boyer is an Associate Director of Technology at Bridge Worldwide. He leads interactive solutions for his P&G brand efforts. Outside of work you will find him engaged in the social-media space, blogging, and in the Twitter-verse.

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Posted in Marketing Without Meaning, mobile, Uncategorized | 1 Comment »

Blyk Free Mobile Service Finds Few Takers

Wednesday, August 12th, 2009

One of the last great hopes of believers in the interruptive marketing model is that consumers will willingly opt into advertising if there is enough of an incentive to do so. This idea is inspiring a few new business models; perhaps the most-watched has been Blyk, a mobile service in the UK that since 2007 has been offering free calls and texts to 16- to 24-year-olds in return for mandatory advertising. Alas, Blyk failed to hit its growth numbers and was recently absorbed into telecom giant Orange with little fanfare or investor payday. I believe it proves my point that when the price of interruption is too high, the only way forward is Marketing with Meaning.

The business model of Blyk was fairly simple: Offer free mobile service to teens and young adults who are heavy users but have small bank accounts, and use mandatory advertising to lure big marketers eager to engage with an audience that is notoriously difficult to reach. According to Advertising Age, the company expected to reach 4.5 million members and roll out across Europe in its first year. There was even talk of an eventual U.S. entry. Alas, the service hit only 200,000 members in its first year and was unable to attract more users.

There were some good signs from the Blyk experiment. The company launched more than 2,000 campaigns, which included top brands such as Coca-Cola, Colgate, L’Oreal, and the BBC. Clearly the company was reaching an audience that these marketers desire. And the response rates to the forced ads were actually very good. The average response was “at least 25%” and one quiz for L’Oreal got a 70% response rate.

So, WTF? Simple: Most people, even teenagers with more time than money, find the true cost of advertising interruption so high that they will not accept it. In 2005 there were 6.9 million people aged 16 to 24 in the UK, so 200,000 Blyk users represent only 2.9% penetration (assuming 100% of Blyk subscribers fell into this narrow range and the company didn’t kick out users at age 25). Consider the fact that this is a very social crowd, and likely each of the 200,000 users told dozens of friends about the service. The lack of growth shows that the proposition of free mobile service could not overcome the advertising overload.

I think this experiment also shows how personally important the mobile device is in our lives. While we might be OK with zoning out in front of ad-supported passive media such as television (even on Hulu.com), our mobile devices are our active, lean-forward links to the world. As we’ve seen with the tens of millions of people who have signed up for the Federal Do-Not-Call List, we want our phones to be immune to marketing interruption.

Some might wonder why the response rates to ads were so high. I believe it is just a logical function of the type of people who were attracted to Blyk in the first place; in other words, the (small) audience that bought into Blyk doesn’t find advertising to be that much of a negative. Some of them even enjoyed the advertising. It reminds me of a study AOL did a few years ago on the .2% of people who click on banner ads more than once per month. These rare few are “the same people that tend to open direct mail and love to talk to telemarketers.”

So another ad-supported business model bites the dust. My hope is that marketers and the investment community see this specifically as an example of how interruption and annoyance will fail in new media. As I wrote about earlier this week in my review of Chris Anderson’s book, Free, the price of consumer attention continues to increase. Forcing people to accept a drain on their time and attention (forced ads) in exchange for something of value (free cell service) is likely the wrong way to go. But if the marketing itself can be enjoyable and add immediate value in return for people’s attention, we might just be able to win them over.

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Posted in Marketing Without Meaning, mobile | 5 Comments »

A Mobile Marketing Perspective

Thursday, June 11th, 2009

Last week I had the chance to lead a workshop on mobile marketing at the 3rd Annual Mobile Commerce Summit in Las Vegas, a conference focused on the financial services industry and designed to help companies figure out how to crack the code on this powerful new medium. My presentation kicked off the conference Wednesday afternoon, and I was able to share the stage with Paul Moore from Fifth Third Bank, a client of ours who we helped on the launch of the bank’s mobile banking platform. While we were nervous about filling up a three-hour workshop window and not losing people to the many distractions of Vegas, we had a nice, attentive crowd and the time flew by.

Embedded below you can see an edited version of the presentation that we gave. Alas, you had to be there to get to see the Fifth Third case and some other goodies that are not appropriate for broad sharing. Overall, the goal of the presentation was to help financial services marketers get an understanding of the way that best-in-class marketers are using mobile, and then provide a framework and industry-specific direction that they could bring to bear on their own businesses. Of course, my overall theme was that mobile marketing must be meaningful in order to earn customer attention and drive sales.

Mobile Marketing Workshop Presentation
View more OpenOffice presentations from Bob Gilbreath.

Let me know what you think, and if you find this useful, please share it with your friends.

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Posted in mobile, Presentations | No Comments »

Selling Your Marketing—The Holy Grail

Friday, May 22nd, 2009

The most intriguing story I heard last week was that Apple has made somewhere between $20 million and $45 million in revenue from the 1 billion iPhone apps that have been downloaded from its store to date. In blog posts and Tweets about this estimate, the most common reaction was “That’s all they’ve made?” Since most apps are free, and Apple gets only a 30 percent cut of any revenue from paid-for apps, this seems like relative nickels in the grand scheme of things.

But one @reply from my Twitter feed, Rob Saker, had a great point that’s been sticking with me:

“I’d love [$20 million] with no inventory, spoilage, and few promotional costs… They may have found the Holy Grail of marketing, promotion that in itself generates revenue.”

To paraphrase Rob, Apple’s true take from the app store is much higher considering that these apps are the best marketing possible for the pricey iPhones and revenue cut from AT&T service (30 million of which are now in the market). The ulitmate test of Marketing with Meaning is when people actually pay for your marketing. And I believe marketers must set this as a new goal and revenue source for the work they do.

iPhone apps offer the perfect way for companies to create marketing that in some ways pays for itself.  Kraft’s very successful and slick iFood app is probably the best-known example. At the iMedia conference in March, the brand owner of the program, Ed Kaczmarek, said that Kraft chose to charge $.99 for the tool because they felt it was valuable, and putting a price on it actually helped communicate that value to consumers. That’s right-charging for the marketing made it even more valuable and meaningful. The result: iFood hit its three-year download goal in a matter of weeks.

At Bridge Worldwide, we’re developing a few iPhone app ideas, and my strong guidance to clients is to charge at least $.99 for them. Not only do I believe this adds to the value impression, but business managers start to get excited when new revenue comes in. Even if it doesn’t add a lot to the bottom line, the money that comes from selling apps can be directed toward further development and marketing of the app, which, in turn, can drive greater app quality and total downloads.

Another related and exciting piece of news last week was that Amazon has opened up a beta program to allow bloggers to get paid for people who subscribe to their blogs via the Kindle. Subscriptions are priced up to $1.99 per month, and the blogger gets 30 percent of the revenue. Of course, this is small beans right now, as there are likely not even 1 million Kindles on the market yet. But, again, we’re starting to see a model in which people are willing and able to spend a little for blog content. And blog content is almost always considered “marketing.”

In a recent post on his blog, John Gerzema makes a great point about consumer mentality of micropayments:

“The luxury of micropayment pricing is that a consumer can instantly make a low-risk value judgment. Limiting risk allows for product experimentation leading to little failures or successes and the consequent expansion of brand loyalty.”

It’s still too early to make this claim across the board, but I believe most iPhone and Kindle owners do not blink at being asked to spend less than a buck on impulse for a useful service. Frankly, I find it hard to believe that killer apps such as Facebook and Pandora for iPhone do not even charge a penny for their services. Both lack a viable business model today, and it’s so easy and cheap to make a buck through the app store. But I was also disappointed to see that Nationwide doesn’t charge for its very cool Car Accident Toolkit app, and Bloomberg—a company that charges thousands of dollars for its proprietary information and terminals—is giving its milk away for free as well. The industry actually needs these big players to start charging for apps in order to set the bar. Let’s not lose this opportunity to convince people that free is not the standard!

I’m very excited to see where brands play in the world of charging for their content. I’m so excited that I just signed up for the Kindle blog program, and invite those of you who are Kindle owners to subscribe to Marketing with Meaning now. I promise that every dollar that comes will be put right back into making this blog bigger and better. In fact, I will send a free Tide Loads of Hope T-shirt to the first person who subscribes and emails me the receipt!

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Posted in Marketing that Pays, mobile, Solution | 1 Comment »

Takeaways from the iMedia Breakthrough Summit #imediasummit

Friday, March 27th, 2009

After learning a lot at the Economist Marketing Forum in San Francisco last week, I had a chance to head in the complete opposite direction for the iMedia Breakthrough Summit in Fort Myers, Florida. As usual, the iMedia folks hosted a great event that brought together people from the brand, agency, and media sides of digital marketing. Once again my notebook was full of some great insights and ideas that only seem to result from being there. Of course, my goal is to provide you, dear readers, with as many of those insights and ideas as possible in this blog—with a meaningful marketing spin, of course.

Overall, the two main focus area of the event were Twitter and mobile. It seems that the consensus from all was that mobile is close to going mainstream, while Twitter was the exciting new tool that promises to explode. Here are some of the specific takeaways that I collected from the guest speakers:

Christi Day, Emerging Media Manager, Southwest Airlines

I don’t think I have seen anyone who has a brand personality that better matches the brand she works on than Christi Day. Her goal was to make us smile as well as learn as she described how she got Southwest into the world of Twitter. She and her team in media relations first tried out Twitter on a lark in July 2007 and quickly gained a following. Eventually it became so successful and followed that Christi brought in people from both media relations and customer service. Instead of outsourcing Twitter responses to an agency or team, Christi takes the responsibility for herself, 24-7. Her tips for other brands joining the Twitterati: (1) Be Fun—connect to events, stories from real flights, and viral videos; (2) Be Real—show your personality and what’s going on in your real life; and (3) Be Relevant—provide information and notices, and promote fare sales. I was a little surprised to hear that Southwest is not tracking how the Twitter account leads to actual sales, but that is in the works. You can follow Christi at twitter.com/southwestair.

Ed Kaczmarek, Director of Innovation, Kraft

Ed is the newest marketing rock star in my mind after hearing his story of the launch of the Kraft iFood app for the iPhone. It is already a huge success according to Kraft’s expectations, with downloads in a few weeks that met its three-year objective, and PR coverage valued in the millions of dollars. Ed talked about how the iFood app “brings us closer to becoming an indispensable food resource for consumers’ meal planning, preparation, and shopping needs.” This is a perfect example of how a great brand purpose leads to marketing with meaning.

I loved hearing some inside lessons about how Ed’s team got this remarkable innovation through the company by “keeping it under the radar,” and that a big key to success was leveraging Kraft’s database of 15 million consumers to drive initial awareness (another benefit of a decade of meaningful relationship marketing). Another huge help was Apple’s decision to feature the app on its App Store front page, which drove traffic “better than any paid marketing.” The tool is catching hold with new consumer targets including Gen-Y and Men (35 percent of users, “far above” the percentage in the Kraft database).

This is just the beginning for iFood. Ed alluded to upgrades on the way and said that it was built to be a platform for retail customers and even external marketers. Even working with competitors is possible, as Ed said that, “If we really want to fulfill our goal, we have to allow others in.”

Lara Green, Digital Marketing Manager, CoverGirl and Max Factor (P&G)

Perhaps the quote of the event was Lara’s claim that “mobile is no longer innovation” for her brands at P&G. In other words, it’s just the best way to reach the young girls and women that her brands target—and they have done enough experimentation to feel comfortable with this space. Another key to success is the fact that mobile has gotten a strong read in marketing mix modeling, which is the single best way to compare ROI across media alternatives. As evidence of the mainstream nature of mobile for CoverGirl, the brand actually has four mobile focus areas: (1) a strong WAP site; (2) a text-to-sample program; (3) a mobile CRM program; and (4) integration with other marketing activities. I was a little surprised to hear that a beauty product can “look good” in the small space of mobile screens, but its banners are getting 1 percent to 2 percent click rates, and when text-to-sample offers appear in print magazines, the supplies are exhausted in days. Another great example of meaningful marketing from CoverGirl in mobile is a ColorMatch tool that helps people make the right choice on the go and at the retail point-of-purchase.

Dr. Spencer Wells, Genographic Project Director, National Geographic

iMedia consistently mixes in pure digital marketing presentations with diverse speakers such as Nolan Bushnell, the father of video games. I specifically enjoyed the presentation by Dr. Wells, who is in the middle of a long-term project to categorize and glean human migration insights by sampling the DNA of thousands of men and women around the world. The Genographic Project is a long-term investment by National Geographic and partner brands such as IBM. It began way back in 2005 and is now starting to spin off insights. I loved the fact that National Geographic is funding the project and building personal connections by selling a $100 kit that allows anyone to submit his or her DNA and receive insights into family history. According to Dr. Wells, his management worried that no one would buy the kits, and hoped to sell 10,000; but more than 297,000 have been ordered so far.

So, another great collection of insights, some of which will make their way to my upcoming book. For more, check out the Twitter stream here. I hope to see you there next year.

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Posted in Conferences, mobile, Social Networking, Twitter, Uncategorized | 3 Comments »

NEW! Incoming Call Marketing

Friday, September 19th, 2008

It’s Friday – the day of the week when many of us like to surf the Web or the email inbox for a small distraction before the weekend starts. So I figure it’s as good a day as any to share another example of Marketing WITHOUT Meaning…

This week I didn’t have to look hard to find something provocative to write about. Despite multiple layers of spam protection that often leaves clients’ messages sitting in “mailMAX” purgatory alongside come-ons for male enhancement products, a sales message with multiple attachments made it through unscathed from an individual at Xipto.com. Here’s the unedited pitch:

Hi, Bob-

We have just completed our launch for Cincinnati Bell wireless subscribers.  Xipto allows cell phone users to choose messages to play out when they receive incoming calls.  The format is a 25 second mp3 clip that is introduced by a two-second ‘Your friend supports the following message.’ The messages are about brands, causes, events, or passions — messages that are relevant to reflective [huh?] of the individual cell phone subscribers.

We just started marketing Xipto last week, and already hundreds of CBW subscribers have signed up to endorse messages and those messages are playing out to their incoming callers.

Here are a few links and tools that you can explore, along with our press release below.  We would like to present Xipto to you next week — might you be free on Wednesday, September 18 at 9:30 a.m. I promise you’ll see the potential of Xipto as an innovative marketing tool.

Thanks very much.

Jill (not the real name)”

The gist, I figured, was that I could enable my phone to spam incoming callers with ad-supported messages of my choosing. Great! As a meaningful marketing practioner, I felt it was my duty to check out Xipto.com and the MP3 samples of what kinds of messages are “relevant to reflective” (per the email above) to people I might be calling. Here’s an example of what your friends could be hearing when they dial you up this weekend:

discover_biggs_prepend

The bonus: you can get paid every time a friend hears the relevant to reflective message you choose! Xipto doesn’t give specifics, but the website states that there is either a cash-back or donation option for the brands you market to your callers. Which makes one jump to quickly calculate the CPM on a year of phone calls – especially if incoming solicitor calls count!

Despite the Xipto sales rep’s emails and phone calls, I decided not to take the meeting. I cannot see how anyone would agree to sign up for or listen into such a service. One might note that more than 150 million numbers have been registered on the federal do-not-call list. More Americans have registered for this list than have registered to vote! The bottom line is that ad models that depend on a few seconds of interruption are increasingly driving people away entirely. Tests of pre-roll video ads show a 75% abandon rate. How many calls friends are you willing to lose in order to spread your “message” and make a nickel?

Once again, marketers of all types need to accept that unwanted advertising is a failed business model. In a separate iMedia article I read this week, Ted McConnell, interactive innovation director at Procter & Gamble, probably said it best: “I don’t think we will ever buy into a model that relies on personalized, unsolicited messages in a private addressable channel such as a telephone – and neither will consumers.” Amen.

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Posted in Marketing Without Meaning, mobile | 4 Comments »

QR Code Marketing: Meaning Needed

Tuesday, September 9th, 2008

Much has been written about how mobile marketing is going to be the next great way for marketers to connect with customers. The latest hype fuel is the success of the iPhone and thousands of applications.  But another trend is gaining pace in the mobile world: QR codes.

QR codes are a kind of two-dimensional bar code. In marketing to date, they have been used mainly to make it easy for a mobile phone to communicate via the Web. They can send your phone to a mobile webpage, or direct it to download information such as songs, videos, or photos. QR codes are increasingly appearing in magazines as part of print ads. One might dismiss this idea immediately as a second-coming of the ill-fated Cue Cat, but let’s give it the benefit of the doubt and look further.

For a look at QR codes in action, let’s take the example above of a Polo clothing print ad that appeared in The Week magazine. Here, a QR code and directions in the lower right corner allow readers to whip out their mobile phones and shop online, read Ralph Lauren magazine stories, and watch Ralph Lauren videos. It’s an interesting concept – and I could see some ways in which people would be willing to engage with the brand in this way.  If you’re on a train on the way to work, or at home reading on the weekend, it could be interesting to pull out your phone and check out the latest tennis fashions from Ralph Lauren.

I followed the instructions to give it a try myself. I texted RLQR4 to 23000. In a few minutes I was instructed to visit m.ralphlauren.com on my Treo 700′s browser. From there I had to navigate to download a QR reader. After a few clicks the site asked for my cell carrier and confirmation that I had a Treo 700. Then disaster struck: Either the Treo or Sprint was not covered by the QR software. Alas, my search for meaning was over and I ended up wasting my time with this ad.

Despite the hype and gee-whiz factor of new technology, I’m not sure QR code marketing is here to stay. First, there’s a huge education factor. Geeks like me who bother to download the software are less than 5% of the general population. Second, the range of browsers, phones, and service providers make mobile marketing a mess at this point.

Finally, there’s the issue of whether or not QR codes are meaningful for consumers. If these codes don’t excite people in their early use, adoption is likely to lag. In the example above, I really question Polo’s strategy in using QR codes to simply open up a mobile store link with a few articles and videos. Magazine readers are not necessarily in shopping mode, and we can always open up our laptop for a much better shopping experience when we get home or to the office. I was able to get to the site on my laptop and the content is extremely basic. For example, a Style Guide section on “insights, tips and essential information on Ralph Lauren style” had only three basic FAQ.

It’s pretty obvious that Ralph Lauren wanted to experiment and learn with little cost and effort. I can see the rationale clearly, but I would bet that low risk will result in low reward in terms of learning. What if the brand spent more thought on how it could uniquely use the mobile space to ad value in the world of athletic fashion. One idea: Let users send a photo of themselves, and a real fashion expert at RL send back personalized wardrobe suggestions. It’s more complicated, sure, but I think you can see it as much more meaningful.

As I wrote a few weeks ago, for new technology to be effective in marketing, we must work hard to make meaning from Day 1. Advertising is not needed for mobile and other new devices to be successful. We’ve got to earn consumers’ attention with tools and content that truly add value.

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Posted in mobile, Technology | 1 Comment »

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