»  Charlotte Web Design

Last week we saw the federal government (temporarily) abandon its pursuit of the Stop Online Piracy Act (SOPA) House anti-piracy bill and its Senate sibling, the Protect IP Act (PIPA). While this bill would have allowed lawmakers in Washington to block areas of the internet, similar to how China and North Korea currently do, it was obvious from the get-go that this sort of legislation was going to require far more research and public approval before it was implimented. And while companies like Google, Facebook, Amazon and Microsoft all publicly opposed the bill mainly due to the financial havoc it could possibly reak on the fragile system, at the heart of the conversation is the battle over copyright infringement by foreign entities. The push from the movie, entertainment and music industries to combat the bootlegging of it's content for profit is justified. While money is at the heart of this conversation, even those of us in advertising / marketing disciplines can sympathise with the need to safeguard your work. The ownership of intellectual capital, be it a song, or a script, or even a well thought-out marketing campaign, often represents countless hours of hard work and personal investments. To allow such artifacts to be traded and given away by third parties who had little or nothing to do with their creation is a travesty. Hopefully those in power can come up with a more targeted / level handed approach to squashing such activities without placing such broad restrictions on the public and those with legitimate e-commerce goals. One thing is for certain, our new digital way of life has only begun to challenge the way our democracy is govern on and off the grid.

The technology tipping point is here. More phones are sold than computers, becoming the preferred way to connect and compute in the twenty first century. Nielsen estimates that smartphone penetration will be over 50% by the end of 2011. With the increased adoption there is enhanced integration of technology into everyday life. And more strikingly, in shopper behavior.

55% of smartphone users believe the shopping experience is more enjoyable thanks to smartphones (Internet Retailer).

73% of shoppers would rather use their phone than talk to a sales associate (Internet Retailer).

41% of iPhone owners have made a purchase from their smartphone

These are not just shifts in behavior. They are step changes in beliefs. This is not just about digital shopper marketing. The conversation is no longer about adoption. It is about adapting marketing strategies and tactics to harness the power of this technology for your business.

So how should you adapt? Your customer should be your starting point, not technology. Watch how they are and are not using technology today. Look at trends that will continue to evolve their behavior tomorrow. Find opportunities to provide value beyond the realm of just your products. Just like shoppers have integrated technology into their experience, so should you look for ways to holistically integrate technology into your plans. Not just as the strategy, but as a way to better connect your strategy to your audience. Want to learn more? Visit www.birdsonggregory.com

The world of commerce has exploded, expanding from the traditional store to include e-commerce (internet), s-commerce (social) and m-commerce (mobile). Pour on the fuel of personal payment options (Paypal, Google, Facebook, Square, clearXchange, etc) and you have a multi-dimensional retail marketing revolution that is no longer bound to place or time. What an awesome time to be a growing shopper marketing agency!

The above info graphic from Microsoft's Tag does a great job of bringing to life the adoption of m-commerce.

Digital Life: Today & Tomorrow from Neo Labels on Vimeo.

While a bit long and missing a compelling soundtrack, this video powerfully frames the digital life of our consumers, both today and tomorrow. The PSFK article provides a deeper recap, but here are a few powerful reasons to invest in truly understanding the insights that influence behavior:

What do consumers want? Localization, segmentation, customization, community and creation

Breakdown to time spent online: 16% social networking, 9.2% instant messaging, 6.6% on e-mail and 6.2% with ‘multimedia’. Note, time on social networks is up globally.

Localize, not globalize: Regardless of the global availability of the internet, a local strategy still makes the most sense based on the geographical differences in our behaviors.

Mobile domination: By 2015, mobile could to overtake the ‘keyboard & mouse-based’ web.

This is a funny post from Gizmodo.com regarding the latest Facebook craze... Planking. It's even more amusing when you consider how many corporate brands would love to have fans with this much enthusiasm and loyalty.

"It seems planking is blowing up the news these day. Old people would say it's another instance of why the youth is screwed. Kids would fire back that it's the most fun you can have being still. Who's right? And just what the hell is planking? It's a stupid Internet sensation...

Planking is the act of lying facedown for a photograph. The term planking originated from Australia but is actually just another name for 'the lying down game' (I'm not kidding). The specific instructions: to put your body face down to the ground (or table, or object, or anything) with your arms to the side. Yeah.

Again, the act itself is to lie down on the ground. Anybody can do that, right? That's why kids are getting crazier. You get creativity points for planking in odd places like trees branches. Or escalators. Or animals! Or balls. The more wild you get, the 'better' the picture will be.

...but is huge on Facebook.

The Official Planking Facebook page has over 180,000 fans and tons of pictures showcasing the best plankers around the world. Hell, the whole idea about planking is to upload it to your Facebook account so your friends can see it, as planking alone is not planking at all. Unfortunately, it's not all fun and games...

An Aussie man died for trying to plank on a balcony, plummeting 7 stories to the ground. Police are growing concerned that people are trying to one up each other in their planking. ...so don't go nuts if you plank... I think a safe policy would be to not plank anywhere you wouldn't sit. 

Type in "shoes" and you can easily be overwhelmed by the the avalanche of options that Google returns. Retailers have noticed, and are now offering a more tailored online shopping experience. At a dozen new sites like Just Fabulous, JewelMint, or ShoeDazzle, shoppers first take a short style quiz, agree to pay a monthly fee, and then start receiving exclusive offers on items cultivated to match their fashion sensibilities. 

At JewelMint, users pay a monthly fee of $29.95 and are presented with a limited selection of merchandise at periodic intervals. And according to Kate Bosworth, the celebrity face of the site, "the idea of harnessing search for different, sought-after things on the Internet is really the new frontier." 

Of course, using algorithms to better understand consumer preferences is nothing new, but this growing breed of online shopping club combines the reoccurring revenue model with private e-commerce sale sites like Groupon with a dash of old fashioned personalized attention.

Remember the saleswoman who always knew what color of lipstick your grandmother preferred? I do.

 

Most shoppers look for the iconic cigar chomping Vlasic stork in the pickle aisle, but lately, thanks to a new instore ad campaign for one of America's most popular pickle brand, you can find the stoutly billed Groucho Marx-imitating bird in other parts of the your supermarket. Like next to ground beef in the butchers case. After all, what goes better with a hamburger than a nice crisp dill pickle? Research shows that a majority of burgers are served with pickles, and as grilling season gets underway the timing is good.

Along with shelves and grocery carts, vinyl ads also will appear on supermarket floors, while displays near the pickles themselves will dispense coupons and recipes. Along with this in-store advertising, which will run through September, the new Vlasic campaign includes recent ads in print magazines like People and Dash and on websites including FoodNetwork.com. 

Vlasic, a brand of the Pinnacle Foods Group, spent $7.9 million on advertising in 2009 and $8.4 million in 2010, according to the Kantar Media unit of WPP. Eric Hintz, vice president for marketing at Pinnacle, declined to reveal the exact cost of the new campaign, but said marketing expenditures in 2011 would increase by double digits over last year.

As a Charlotte based shopper marketing agency, birdsong gregory is experiencing this trend firsthand and is excited about how retailers and product brands increasingly understand the importance of being relevant at the shelf. 

According to a recent survey by the GMA and Booz, 55 percent of brands plan to increase spending on shopper marketing by more then 5 percent annually over the next three years, which is more than those intending to increase spending on social media (52 percent), Internet advertising (41 percent), print media (14 percent) or television (7 percent).

Some other examples of fun instore marketing juxtapositions:

• To promote its soy and teriyaki sauces, Kikkoman dispenses recipes for marinades and coupons from a shelf display in the meat section during grilling season and places turkey brining recipes in the poultry section before Thanksgiving.
• In an instore Valentine’s Day  promotion to encourage using M&M’s in recipes, the Mars brand recently placed displays in the bakery aisle at supermarkets with cupcake recipes featuring the candies.

Check out this article from Fast Company on “Undesigned” websites and programs. It’s a trend that’s been picking up steam recently; designing websites stripped of extraneous content to increase usability and decrease distraction. Some people have even stripped design out of website after the fact with programs like Readability. It may be getting more attention but it’s nothing new.

Do you really need to incorporate technology into your shopper marketing plan?

One way to answer that question is to ask yourself these questions: 
1. How have your shoppers evolved their behavior to shopping your store/brand/product? 
2. How have you adapted your approach to connecting with their behavior?

The behavior of shopping continues to evolve and nowhere is this more clear than in the area of technology. According to InsightExpress, 82% of consumers use mobile phones during their shopping trips. Said another way, your shoppers are using their phones to help them make brand and product decisions.

Best Buy is a retailer that continues to adapt its technology toolbox. It is ironic when you think that Best Buy, as a technology retailer, faces challenges from the technology it sells. Based on the consumer electronics products it carries, a typical shopper's path to purchase involves a lot of Internet research. A visit to a brick and mortar store is used as a way to physically see and interact with the products, but Best Buy sales have been suffering as shoppers end up Internet price shopping and purchasing that product somewhere else.

Best Buy, realizing this trend, has been creating tools to convert those retail visits into purchases. One strategy is increasing the amount of information available in the store, thus controlling where shoppers are getting information. In an announcement this month, all their US retail stores product fact tags will now include QR codes. This makes them the first national retailer in the US and they will definitely not be the last.

So what are QR codes and how exactly do they work? Retail Customer Experience has done a great job of outlining what QR codes are, different options available and some further thoughts around Best Buy's announcement.

So, back to my original question - do you really need to incorporate technology into your shopper marketing plan? I trust this example from Best Buy reinforces it is becoming more and more critical for retailers and manufactures to integrate shopping and technology. At the end of the day, Shopper Marketing is all about reaching shoppers based understanding and leveraging shopper insights. So based on shoppers utilizing technology in their shopping process, we should be incorporating and creating relevant technologies as part of our retail marketing plans.

I recently heard this statement by a fellow designer who saw no merit in design annuals...and apparently he's not alone. I on the other hand, do not completely agree and wanted to hear the rational behind such a bold proclamation. After all, almost anyone involved in advertising, packaging design, web design or some sort of marketing has leafed through a Communication Arts or CR at some point to gain insight, find inspiration or pass the time.

However, it seems that there are an increasing number of creatives who do not believe or agree with what amounts to design competitions, if simply for the fact that they reward firms and design shops who can afford the entry fees. And let's not fool ourselves, it is a numbers game. If you can afford to enter 20 pieces, your chances of getting accepted are probably pretty good, unless the work is garbage. These are usually the same sort of designers who do not believe in accolades or recognition as a vital part of a career. To that I would have to say "who doesn't like a pat on the back?!". Granted if you are Bruce Mau or Austin Howe, it's easy to subscribe to this viewpoint because you are already established. But for up-and-coming designers or firms looking to make a name for themselves and garner attention, these publications offer a chance to do just that and came make the difference between a bad year and a successful year.

There are also those who feel that most of the annuals amount to nothing more than eye candy. A narrow representation of design that celebrates shallow execution and does nothing to highlight or explain the strategic thought behind the design that is often the backbone of successful creative. To some extent I sympathize with this assessment. I would also have to implore viewers to think more about what went into creating the work. An idea without action - execution is nothing more than a thought that exists only in the mind. Even though execution is one small aspect of design, most people's immediate reaction is to the visuals that they are presented with. So without successfully emplementing a concept, even the greatest ideas in the world are lost on those who only see poor design.

So to the creatives that dislike these publications or see them as relics, I think it's more about the individual than the actual magazine. In many cases I think it boils down to a change in taste over the years. The things that young people find amazingly interesting as a design student or fresh out of college might not stimulate them further in their career as they begin to delve deeper into the specifics of their disciplines. But just because you've developed a healthy appetite for highly caffeinated coffee drinks as an adult, doesn't mean that the hot chocolate you loved as a kid isn't any good.

Our grocery client Bloom is at it again with another scented billboard - this time using peach to promote the fresh offerings at its new store location in the Dilworth neighborhood of Charlotte. If you're in the Southend area of Charlotte roll down your windows near the Chik-fil-A and soak in the peach. The chain achieved international attention earlier this year by erecting the nation's first scented billboard to promote its Sheffield & Sons beef brand. That charcoal and BBQ scented board drew the ire of PETA, but was generally praised on the internet for its innovative approach. Learn more about our Shopper Marketing agency by visiting www.birdsonggregory.com

Thats the driving force behind Project H, a group of designers, architects and builders who believe that design can be more than pretty. They are travelling the country in an Airstream trailer helping educational institutes solve their worst problems through creativity and design. 

Their latest project is a year long stay in Bertie County North Carolina, the poorest county in the state. Their initiatives range from connecting the county through high speed internet to setting up a training center called Studio H. It's an inspirational cause that I'll be following throughout the year for sure. 

From this week's Advertising Age: In an effort to build buzz in select urban markets this holiday season, Target plans to unveil three pop-up stores modeled after a fast-food joint.

Target to Go stores will be open in New York, Washington and San Francisco (hmmm no Charlotte, NC?) from Dec. 11-13 and will stock 50 popular gift items that shoppers will order by number.

"The design is reflective of where guests are at now," said Shawn Gensch, VP-marketing at Target. "They're time starved, so this is a quick experience that gives them great products at great, wallet-friendly prices."

The shops are meant to attract attention in urban markets where Target doesn't have a significant presence, said Mr. Gensch, adding that the success of the stores will be measured based on traffic levels, sales and buzz.

Stay abreast of the latest trends in advertising and marketing by subscribing to our blog. And to learn more about how birdsong gregory can help you with social media, branding, advertising and marketing, visit our web site.

Last week I represented birdsong gregory as part of the Charlotte Chapter of AIGA (the professional association for design) team at charity pumpkin carving competition, GUTS.

Charlotte graphic design firms, web design firms and advertising agencies came together to raise money for the Levine Children's Hospital while enjoying festive candy, spooky music, and a little light-hearted competition. Thirty-three participants turned out from the creative Charlotte community to sculpt some truly amazing pumpkin creations in the name of this worthy cause!

To see a gallery of all the carvings click here.

For a Charlotte, NC branding agency, we like think we're wide open when it comes to using viral craziness to promote a product, service, or good cause.  

Remember the guy who said he’d get a tattoo if 25,000 people joined his Facebook group? Or the lady Well at least that was entertaining (and novel) for the time. Now, however, people are starting to plumb the depths of bad taste and internet-fueled excess. Yes, a man is offering to name his son Batman if he can get 500,000 people make him their Facebook friend.

There are currently about 486,000 fans, so chances are he’ll have reached his goal by now. This questionable parent is also encouraging fans to give him their e-mail addresses so that he can e-mail him the birth certificate once his son is born.

Sounds to me like the “media” company behind the whole thing just wants 500,000 e-mail addresses. 

Want to find birdsong gregory on the web? Search for Advertising Agency Charlotte, Branding Agency Charlotte, Charlotte Graphic Design or even Charlotte Social Media. These are just a few of the keyword phrases we try to optimize against because we recognize when prospective clients hit Google to research potential agency partners, it's what they'll be searching for. The more competitive or broad the phrase, the more difficult it is to win. For instance North Caroilina Advertising Agencies is one we continue to pursue, but it's a long haul.

Are you on page one for your company's keywords? If not, give Jim Cusson a call at 704-332-2299 or visit our site at www.birdsonggregory.com

At least that's what the US Marine Corp thinks. They issued an order recently that bans social media sites including Twitter, Facebook and MySpace on its network. The ban, which will last a year, essentially rules out use of all public social networks by Marines, unless a mission-critical need exists. 

According to the order, "These internet sites in general are a proven haven for malicious actors and content and are particularly high risk due to information exposure, user generated content and targeting by adversaries. The very nature of [social networks] creates a larger attack and exploitation window, exposes unnecessary information to adversaries and provides an easy conduit for information leakage."

Here at birdsong gregory, our full-service Charlotte marketing agency isn't worried about the danger of social networking or our clients. Whether doing B2B marketing or building a consumer brand, companies of any size and in any industry can turn the power (and affordability) of connecting with the right audience into a true competitive advantage – especially in the battle for market share.

To learn more about the branding, marketing, advertising, and design services our agency offers, please visit birdsong gregory online, contact Jim Cusson at 704-332-2299, or stop by the next time you’re in downtown Charlotte

According to Time Magazine anyway. A viral video is a video clip that gains widespread popularity through the process of Internet sharing, typically through email or Instant messaging, blogs and other media sharing websites.

In light of the success of viral videos sponsored by big brand names like Levi’s’ “Backflip Into Jeans,” Gatorade’s “Ball Girl,” and Nike’s “Kobe Jumps Over Car,” advertisers and ad agencies are evaluating the value of adding viral video to their online marketing mix.

Faced with a tough economic climate, marketers are hurriedly seeking new methods to reach web audiences in the most cost-effective manner. Viral video – which is generally less expensive to produce and market than traditional advertising – is now getting its industry close-up.

Click here to see some of 2008’s popular non-commercial viral videos.

To learn more about how our Charlotte advertising and marketing agency can help you create a measurable, unified online brand, please visit birdsong gregory or contact Jim Cusson at 704-332-2299.