Voices: the CMB Blog

We are constantly talking with companies about how their positive and desired brand messages—from all possible sources—need to match up with the experience their customers have when interacting with them.  Our approach to brand tracking is based on the premise that movement along the customer journey is driven by customers’ perceptions and is informed by what is promised as well as what is delivered. However, some experiences are obviously more in the control of the company than others. And one place where a company can really have impact is via sponsorships in advertising—and some of these partnerships aren’t always as straightforward as beer and football.We’ve all seen unusual pairings.  One recent example is Meb Keflezighi, the 2014 men’s Boston Marathon winner, who is now sponsored by Skechers.  This has drawn some attention as Skechers has not historically been a brand associated with running—much less elite running.  In fact, some might associate Skechers as more of a soccer mom brand. (Remember those rocking walking shoes from a few years back?)  But this new partnership certainly has the makings of a game changer for their “GoRun” line now that Keflezighi has catapulted them onto this new scene.

Here’s another seemingly odd-ball combination that is hitting the stage this summer.  The Colorado Symphony has a three show concert series coming up sponsored by the cannabis industry (which was recently made legal there for recreational use).  They already have numerous concerts that look to be targeting a younger demographic, such as a Harry Potter themed concert and their “Beethoven and Brews” series. This new concert series called “Classically Cannabis” appears to be just another attempt to draw in a new audience while keeping their art alive and kicking (not to mention that the cannabis industry has increasingly deep pockets).  It has certainly drawn media attention, and their online explanations via an FAQ are thoughtfully done, regardless of your stance on this issue. 

But what does this new series do to the Colorado Symphony as a brand as it currently exists? Presumably, they have researched whether or not this will cause damage to their brand image by alienating loyal customers, and moreover, whether this will in fact be appreciated by those loyal listeners as well as expand their existing audience with new listeners. 

Let’s shift to the world of high fashion. Fashion Week has both some expected and perhaps unusual sponsors.   Mercedes—check.  Office Max—huh?  Apparently, the latter had some “fashionable office supplies” to put out on the runway.  According to reports of those who work with Fashion Week sponsors, those brands do need to have a relevant story to tell, which in this case may well be true.   Understanding the impact or ROI of an ad sponsorship can be tricky, but should always happen and be taken into consideration.

There’s also outer space—the final frontier.  We’ve probably all seen or heard about the private rocket companies (e.g., SpaceX) that are building and sending people or satellites up into the nether sphere.  But one of the most outlandish companies may be Mars One, a non-profit company with plans to “establish a permanent human settlement on Mars.”  This venture is to be funded through crowd-sourcing, TV rights, and sponsorships. 

The plan is to launch teams of four on a one-way ticket to a pre-established mission, which will begin to be set up in the next few years with the first manned launch currently planned for 2024.  So we could see Pepsi on Mars, although most sponsors thus far are technology firms.  Taking the hypothetical (at the moment) notion of cola on Mars:  what does that potentially do for the brand sponsor?  Perhaps it could be a way to reinvigorate their brand with a sense of adventure or a way to evoke emotions of excitement.  

How about Mars candy on Mars?  Of course, I am not the first to make this connection.  Though I strongly suspect that the rockets sent out on that journey will be stocked up with water and nutrient-rich supplies instead of candy bars—or so I hope for those brave enough (some may say stupid enough—but they probably said the same of Columbus or his fellow “explorers” once upon a time) to sign up.  Apparently, there have been many to volunteer—upwards of 200k of which 700 or so are still in the running. 

It will be fascinating to see what unexpected brands might sponsor Mars One over time.  However, once arrived on the red planet, there’s no guarantee that the participants will keep the cameras on and the sponsored items in view.  Now there’s a risky proposition. 

Maybe Mars One could look to the example of the Colorado Symphony if they really wanted something unusual.   And, if they want CMB to measure the degree to which that is compatible with their overall strategy and goals—BEAM ME UP!  

Kate is a Project Director, working with clients across many industries at CMB. She has been known to perform in local musical theater here and there, speaks three languages well and a few others passably, and would never sign up for a Mars mission. 

Click the button below to subscribe to our monthly eZine and get the scoop on the latest webinars, conferences, and insights. 

By Athena Rodriguez

CMB fun fact: our little street in Boston has enjoyed a few moments on the silver screen, perhaps you've seen the great moment in cinematic history known as Bride Wars, or maybe Surrogates starring Bruce Willis as a cop from the future, filmed in our lobby no less. I know, as if market research wasn't glamorous enough! All this to say we’re kind of used to strange goings on outside 179 South Street, so I wasn’t initially interested in the guy, standing in a pick-up truck outside the office, handing out cans of Diet Pepsi, I’m usually a Diet Coke drinker* anyway. However, as a marketer I have a soft spot for a good campaign and I’m not too proud to turn down a free soda.

So what’s blog-worthy about free soda? Two deceptively simple things stand out. First, there were some very cute details—the Pepsi logos were heart-shaped in honor of Valentine’s Day—pretty adorable. The whole website was done up for Valentine’s Day and there was also a contest to tweet about what you love, it was a perfect and simple tie-in with the brand and a chance to win something. Lesson: promotions don’t need to be too complicated to be really appealing.

Along with the can of soda, they handed out coupons for a free 2 liter bottle, as well as a Boston-specific flyer with little allusions to the Red Sox, Patriot’s Day, Newbury Street, the Charles, and the North End, all stuff that's very appealing to locals (and those of us who’ve been here awhile). Lesson: it's tough to lose when you're appealing to hometown pride. Just make sure it's not written by someone who's only seen your town on Google Maps.

And if all else failed, they really couldn’t go wrong with the life-sized Sofia Vergara cut out available for a photo opportunity.

*Note, I make an exception for Wild Cherry Diet Pepsi which beats both Diet Coke and Diet Pepsi by a mile.

Athena is a Project Director at CMB, she's only just forgiven Pepsico for pulling Crystal Pepsi off the shelves.

From the giant cups of Coca-Cola featured on every America Idol, to the two and half hour GM car commercial Michael Bay called Transformers, product placement can provoke a lot of eye-rolling.  There’s something so inauthentic about it, and really if something looked inauthentic in Transformers, that’s saying something. And behold Stephen Colbert, reading a memo from sponsor Wheat Thins, detailing how he could incorporate the crackers into his show:

Yes it can be bad, really bad.

However, we are forced to admit to enjoying how Niemen Marcus and Target promoted their joint holiday collection during the November 11^th episode of our guilty viewing pleasure—Revenge. The retailers were the only sponsors for the whole show and the long-form commercials were in effect a “story within a story,” featuring the show’s actors. In each spot a character was sent a fancy piece of clothing and told to meet at a secluded location revealed in the last ad, and both of us watched each and every one.

So, why did two people, with DVRs and a dislike of product placement, sit through what amounted to roughly ten whole minutes of commercials?

• Athena says: The ads really looked like part of the show. I didn’t speed through them because at first I wasn’t sure they were commercials at all. Making the ads so seamless clearly took a lot of effort; the retailers partnered with the show’s writers and designers and it really showed in how the ads were staged and shot.
  

• Caitlin says: Because I’m already invested in the characters on the show it wasn’t a stretch to watch the commercials. The character, Nolan, who turns out to have sent the gifts, is a millionaire, but very young, quirky and a nice guy. The rich but accessible angle fit perfectly with the Neiman/Target partnership.

And we both agreed they did a great job focusing on the items from the collection. The tissue paper in the boxes had the logos, and the clothes looked like clothing the characters would really wear, especially the Lela Rose dress worn by Charlotte.

Ultimately the ads worked because they told a story, both of us genuinely wanted to know how the story ended, and after the show Athena Googled the collection to take a closer look. Now that we have so many ways to avoid ads, it takes something special to make people stop, watch, and maybe as Target and Niemen’s hope, even buy something.

Athena is Team Director for CMB’s Financial Services practice. Caitlin Dailey is a Senior Associate Researcher on our Retail practice. They’re both looking forward to shopping the collection, which debuts on December 1^st and finding out if Jack and “Amanda” make it through the holidays.

The day that we all become as tech-savvy and suave as Tom Cruise in Mission Impossible is fast approaching.  How do I know?  A few years after a Cruise movie is on the big screen, his cool gadgets are for sale in a store near you.  Don’t believe me?  Just watch any 24-hour cable news show and you will see that they are all using the same multi-touch wall display that Tom Cruise first popularized in the movie, Minority Report.

Now, Google is saying that we can be just like Tom Cruise in Mission Impossible with the release of his iconic sunglasses that project information onto the lens.  Can you imagine it? You could be walking around New York City with turn by turn navigation, getting information on local restaurants, activities, even places your friends have recently checked in on Foursquare or Facebook, all while strolling along, looking up instead of down at a phone (or a map… remember those?!).

The fervor and excitement this device is creating has endless potential. I think a product like this will influence how retailers reach out to shoppers.  For example, in the future, the customer won’t be sitting at home, miles away from a store location…they will be right outside your door searching for products on their sleek Mission-Impossible-sunglasses.  As a result of this change, more focused local or location-based advertising will begin to replace the need for expansive mass media campaigns.

The shift to more personalized advertising is already taking place with the rapid popularization of the smartphone.  According to our Consumer Pulse report: How Smartphones are Changing the Retail Shopping Experience, released last year, over half of all smartphone owners use their device when shopping in a retail store. Currently, retailers are wary of these customers as “show roomers” who will go in store to browse, but who make their purchases online to find a better price. 

Instead of worrying, retailers need to take action and realize that these tech advancements in shopping can be used to their advantage to create a personalized shopping experience.  Leveraging data already collected from loyalty programs or Point of Sale can provide shoppers with a compelling reason to make their purchases in a retail store, creating and providing a seamless and elevated experience for the buyer.  The resources to make this experience a reality are available; retailers have the data, it is just a matter of learning how to use it effectively.

Someday, when we are all like Tom Cruise and wearing spy-like glasses, advertising will need to be personalized and relevant to the individual.  Such a marketing technique will draw people in, breaking through the mass noise and bombardment of content available all around you.  No longer will accurate advertising and recommendation-engine results be relegated to online sites alone—it will be a part of your everyday life, maybe even programmed into your sunglasses.

What do you think?  Will mobile technology transform the retail shopping experience?

Posted by Kirsten Rasmuson, Kirsten is a Senior Project Manager on CMB’s Retail practice. She’s looking forward to welcoming our new robot overlords.

If you live in Eastern New England, I am willing to bet you’ve seen a Jordan’s Furniture ad. Like Giant Glass (1-800-54-Giant!) and Bernie and Phyll's (quality, comfort and price—that’s nice!), it’s a brand we New Englanders recognize instantly. For those of you outside the Northeast, Jordan’s is a 5 store chain in Massachusetts, New Hampshire, and Rhode Island.  And while they are known for their creative ads, the store's core message is always the same:

• We have a wide variety of products at low prices

• We’re local and we serve the locals

• We offer “shopper-tainment”—an experience above and beyond a typical store

Our work with brands at CMB tells us that defining the brand promise and how it matches up with a customer’s experience is more effective than measuring satisfaction in a vacuum. And when CMB works with clients to measure and understand customer experience we take the components of the brand’s value proposition and measure them for all the possible ways customers experience the brand—from how customers research products, to the promotions, to the in-store shopping experience. 

A recent trip to Jordan’s with my husband and 2 year-old, had me thinking about the multiple elements that make up the customer experience. I hadn’t been to Jordan’s in years, but I remembered a lot of activity, including a trapeze.  Back then, I walked right by and did what I needed to do.  But this time the “activity,” which was a bit distracting the first time around, was a welcome addition for entertaining my daughter. There’s an enormous Wally the Green Monster, mini-cars for the kids to drive, ice cream, and a ton of other fun stuff that allowed me to shop – dare I say—leisurely.  

My trip to Jordan’s highlighted how the different elements of shopping have changed for me over the past few years—I’ve gone from single girl to married with a 2 year old and another baby due any minute. Long gone are the days of casual shopping.  But now the experience is a greater consideration for where I will shop, and the shopping experience is something Jordan’s has mastered.

I can’t ignore the big question, did I buy anything? Not this time, but let’s just say that Jordan’s is high on my list the next time I need to shop for furniture. Would this type of experience deter the singletons who could do without the trapeze and fountain show? Maybe, but, Jordan’s knows their market, how to speak to them, and how to deliver. They kept their brand promise and have increased my likelihood to return. Well done.

Tara Lasker is Director of Project Operations at CMB, she welcomed a brand new baby boy on Monday, and will no doubt have many more opportunities for buying furniture in the future.