Voices: the CMB Blog

Summer brings many joys—BBQ’s, the beach, and one of my favorite holidays. . .I’m referring, of course, to Shark Week. For over 25 years, the Discovery Channel has loaded as much shark-related content as possible into a 7-day period, including TV programming, online content, and social media frenzies by both the network and other “official” (and non-official) partners.While some of these partnerships are no-brainers (e.g., Oceana, National Aquarium, and Sea Save Foundation), other less obvious partners such as Dunkin Donuts, Cold Stone Creamery, and Southwest Airlines, must get creative with their marketing to connect their brands to “the most wonderful week of the year.” Southwest, for example, offered flyers the chance to watch new content via a special Shark Week channel and to enter a sweepstakes for a chance to swim with sharks. Both Cold Stone Creamery and Dunkin Donuts debuted special treats (“Shark Week Frenzy”—blue ice cream with gummy sharks—and a lifesaver donut, respectively).

But it didn’t stop there—brands on social media found ways to tie in products to Shark Week in every way possible. Just take a look at these posts from Claire’s, Salesforce, and Red Bull.

So, what’s in it for these brands? Why go out of their way to connect themselves to something like Shark Week, which is seemingly unrelated to their services and products? It’s as simple as the concept of brand associations. Since brand associations work to form deeper bonds with customers, brands are often on the lookout for opportunities that will boost their standing with customers. Shark Week attracts millions of viewers each night, and since it’s one of the few true television events that remains, it presents the perfect opportunity for brands to engage with customers in a way they don’t often get to do. Furthermore, it demonstrates that these brands are in tune with what their customers like and what’s happening in the pop culture world. And, judging by the amount of interactions brands received from consumers, I’d say it worked.

If you missed the fun of Shark Week last month (the horror!) or just want more, don’t worry—Shweekend is just around the corner (August 29th), and I’ll be anticipating what brands can come up with this time. . .

Athena Rodriguez is a Project Consultant at CMB, and she is a certified fin fanatic. 

Speaking of social media, are you following us on Twitter? If not, get in on the fun! 

The next time you opt to skip the lines at the mall and do some online shopping from your couch, you may still have to show your face. . .sort of. MasterCard is experimenting with a new program that will require you to hold up your phone and snap a selfie to confirm a purchase.  MasterCard will be piloting the new app with 500 customers who will pay for items simply by looking at their phones and blinking once to take a selfie. The blink is another feature that ensures security by preventing someone from simply showing the app a picture of your face in an attempt to make a purchase.

As we all know, passwords are easily forgotten or even stolen. So, MasterCard is capitalizing on technology like biometrics and fingerprints to help their customers be more secure and efficient. While security remains a top barrier to mobile wallet usage, concern about security is diminishing among non-users. In addition to snapping a selfie, the MasterCard app also gives users the option to use a fingerprint scan. Worried that your fingerprints and glamour shots will be spread across the web? MasterCard doesn't actually get a picture of your face or finger. All fingerprint scans create a code that stays on your phone, and the facial scan maps out your face, converts it to 0s and 1s, and securely transmits it to MasterCard.

According to our recent Consumer Pulse Report, The Mobile Wallet – Today and Tomorrow, 2015 marks the year when mobile payments will take off. Familiarity and usage have doubled since 2013—15% have used a mobile wallet in the past 6 months and an additional 22% are likely to adopt in the coming 6 months. Familiarity and comfort with online payments has translated into high awareness and satisfaction for a number of providers, and MasterCard wants a slice of that pie. Among mobile wallet users, over a quarter would switch merchants based on mobile payment capabilities.

Clearly the mobile wallet revolution is well underway, but the winning providers are far from decided, and MasterCard is taking huge leaps to see how far they can take the technology available. If MasterCard can successfully test and rollout these new features and deliver a product that their customers are comfortable using, they can capture some of the mobile wallet share from other brands like Apple Pay and PayPal.

So what’s next? Ajay Bhalla, President of Enterprise Safety and Security at MasterCard, is also experimenting with voice recognition, so you would only need to speak to approve a purchase. And don’t forget about wearables! While still in the early stages of adoption, wearables have the potential to drive mobile wallet use—particularly at the point of sale—which is why MasterCard is working with a Canadian firm, Nymi, to develop technology that will approve transactions by recognizing your heartbeat.

Since technology is constantly adapting and evolving, the options for mobile payments are limitless. We've heard the drumbeat of the mobile wallet revolution for years, but will 2015 be the turning point? All signs point to yes.

Want to learn more about our recent Consumer Pulse Report, The Mobile Wallet – Today and Tomorrow? Watch our webinar!

Stephanie is CMB’s Senior Marketing Manager. She owns a selfie stick and isn’t afraid to use it. Follow her on Twitter: @SKBalls. 

If you follow news in the fashion world, you may have read about recent setbacks at preppy retailer J. Crew. Following another disappointing quarter of earnings, the company announced corporate lay-offs and changes at the helm of their women’s clothing design strategy. Although J.Crew has been quick to take action, its poor performance goes beyond declining sales and disappointed customers. Even customers most loyal to the brand are shouting their frustrations in the social media streets (see: “Dear J.Crew, What Happened to Us? We Used to Be So Close”).How could the direction of a company—known for its devout customer base—take such a dramatic turn? Although off-the-mark designing is partially to blame, many are frustrated with the poor construction and quality of the clothing. As a loyal customer, I have relied on J.Crew for items that are basic closet staples and distinctly on trend. Like others, however, I have been disenchanted by their new lines—my $40 t-shirt is stretched out after one wear and a hole has appeared near the seams. This is not the outcome one would expect when paying that much for a basic t-shirt. Sarah Halzack summed up the issue well in her Washington Post article on the topic—“J.Crew is learning the hard way that in an era when e-commerce has presented women with ever-greater shopping choices, customer loyalty is hard to win and incredibly easy to lose.”

That’s a point J. Crew and other retailers need to take seriously. It’s certainly true for me. Receiving poorly crafted items from a higher price brand such as J.Crew creates a sharp disconnect. After experiencing this, I’m more likely to purchase from one of many cheaper brands (e.g., H&M or ASOS). Most shoppers that I know feel the same way. In facing this challenge, J.Crew needs to re-examine its core strengths. What positive attributes drove customers to advocate the brand in the first place? Is it quality (as in my experience) or is it design? Is it something else? Although the world of fashion is very forward-thinking (fashion-forward!), the case of J.Crew is a good reminder for brands to consistently monitor and deliver on the core aspects that first led to success.  

Hilary O’Haire is a Project Manager on the FIH/RT team. Having worked for J.Crew back in college, she is particularly hopeful the brand will make a comeback!