November 4, 2009
For probably at least four years now, I have been getting Kraft Food & Family magazine for free. It is a quarter magazine that includes great seasonal recipes for appetizers, meals, snacks and dessert. Of course, all the recipes feature at least one Kraft product and there are also full-page ads for Kraft products. 
I have to admit that it was more useful to me as I began cooking more because the recipes use a lot of shortcuts. Nonetheless, I always read the magazine and usually take away a few recipe tips (for example, cooking quesadillas on the grill).
Just this past week, I received my last free Kraft Food & Family magazine. I was shocked when I saw it was my last issue and assumed the publication was going electronic. To my surprise, there was a bill included for $6.99 to continue to receive the magazine. What? Kraft wants me to pay for their advertising! I was shocked and threw away the bill.
While I read the magazine and $6.99 is minimal (it probably covers the cost of shipping), I refuse to pay for Kraft to market to me. I guess from Kraft’s perspective, they can reduce their printing and shipping costs by only sending consumers the magazine who truly want to read it and eliminating those who simply toss the magazine in the trash. Of course there is an assumption here that only consumers willing to pay $6.99 see the magazine as worthwhile.
October 28, 2009
This past weekend I ran the Marine Corps Marathon in D.C. In our race day packets, runners received a sample of KT Tape. The tape claims to relive muscle soreness. Even though I had never heard of this product before, with both my IT bands hurting beyond belief, I was willing to try anything.
I ripped open the KT Tape packaging and followed the application instructions. I had no expectations, but was extremely surprised when I woke up the next day and my IT bands were feeling great. The KT Tape had completely taken away the pain. In my past experiences running marathons and ½ marathons, nothing really helped my IT bands but ice, ibuprofen and time.
I’m now a believer in KT Tape and will certainly be purchasing a roll (or maybe even two)! After reviewing the KT Tape web site, I’m not the first person who has become a customer because of the company’s excellent marketing strategy. It appears KT Tape is hitting all the big marathons (and probably other sporting events).
While sampling can be an expensive investment, if you have an excellent performing product and a good distribution outlet, the results can certainly be effective. You better believe that I’ll tell all my running friends about the KT Tape! I’m sure my endorsement will gain KT Tape a few more customers beside myself.
October 21, 2009
Retailers including Target, Walgreens and eBay have pulled an illegal alien costume from online and retail stores after complaints from immigrant-rights activists. The costume featured an orange prison jumpsuit, green card and space alien mask. 
It seems that nothing really surprises me anymore, but how did this costume get into the stores in the first place? Did the buyer think it was funny or did it just get overlooked? According to Target, it was a data entry error (sounds unlikely to me).
Nonetheless, at least retailers like Target, Walgreens and eBay listened to consumers, reacted immediately and pulled the costume from their stores. Next Halloween, I’m sure these retailers will be paying closer attention to what costumes they sell.
October 14, 2009
In less than 2 weeks, I’m running the Marine Corps Marathon (MCM) in DC and cannot wait. Just this week I received an email from the event coordinators highlighting Brooks Sports VIP Porta-Potties that made me chuckle a bit and then give kudos to Brooks for such a great guerrilla marketing concept. 
The concept is simple, wear official 2009 MCM or Brooks Sports gear and you get access to Brooks’ VIP Porta-Potties! The VIP Porta Potties will include men’s and women’s suites, flushing toilets in private stalls, a stainless-steel sink with running water, mirrors, lights, climate-controlled temperature, and paper towels. The Brooks VIP treatment will also include:
- Valet attendants
- Hand Soap
- Fresh-cut flowers
- Individually wrapped mints
- Lotion
- Feminine products
Considering the MCM is the 10th largest marathon in the world with more than 18,000 runners and 150,000 spectators, this might actually be worth it. This isn’t my first experience with large marathons (I ran the Disney Marathon in 2008) and I know the porta-potty lines will be long prior to the race. I am seriously considering purchasing some Brooks gear!
October 8, 2009
Just this week we received the following email from a blogger requesting free product to conduct a product review for a client. I removed the name of the blogger as my intentions are not to call out this blogger specifically, but to show why the FTC’s new blogging regulations are a move in the right direction.
Without regulations or guidelines, the blogging community is simply a free for all or as some might call it “the wild wild west”. While I agree it would be better if the industry self regulated, that hasn’t happened and the government needed to step in to protect consumers and remove the curtain from corporations paying for blogger reviews
In the case of this blogger’s request, we declined because the blogger had very little credibility online and little traffic from what we could tell. It was apparent the blogger was simply looking for free product, but had nothing to give in return.
I’d like to introduce myself, my name is _________! The reason I’m writing is because we’d like to invite you to allow us to do a review for you on our site. There are some sites/blogs that do this, and a small percentage of those charge a fee, plus test product, plus a giveaway product. We do not charge a fee. It’s wonderful advertisement for you! We only ask that you send a test (review) product(s) and offer an item(s) (and/or an assortment) for giveaway that you will mail when the drawing has been concluded. Unless we discuss my shipping the item. The giveaway is not required, but usually is a great event. We’ll happily post pictures of your product provided by you, and link to your site, as well as carry your logo of choice, and size, reasonably sized please. If you don’t have a “button” we’d be happy to make one for you for an additional minimal charge, depending on what you would like. We will do our best to make sure you are pleased! We currently have giveaways on our site right now. Reviewed products, under the same circumstances of your own. No payment, only product. Which I might add I think is tax deductible under research purposes. Possibly even under other deductions. I’m not a tax whiz! 
Word of mouth advertisement is excellent, and honestly that’s how I make many of my purchases, is looking around to see who thinks what of said product. I would greatly enjoy welcoming you to our site for a review. We have had more than 2 of our articles featured on large blog networks. I’ll include a couple of links at the bottom of this email. We do work together, and we proof read for one another. We make a great team, and would like to welcome you to our sites if you’d like to be featured. Thanks for taking the time to read this, if you would please let me know a positive answer, I’d be very appreciative. Thank you
October 1, 2009
Six months after announcing it would be developing a green seal, 7 consumer products have been awarded the Green Good Housekeeping Seal:
- Aveeno Soothing Bath Treatment
- Physicians Formula’s Organic Wear 100% Natural Origin Tinted Moisturizer
- Green Works’ Natural Bathroom Cleaner
- Nature’s Source Laundry Stain Remover
- Nature’s Source Glass & Surface Cleaner
- Nature’s Source All Purpose Cleaner
- Nature’s Source Natural Bathroom Cleaner
However, just as with the other “green” certifications available to CPG companies, the Green Good Housekeeping Seal is catching some heat that it is simply a moneymaker for the publisher. Well… isn’t that why all these “green” certifications are popping up.
I’m in total agreement that there needs to guidelines for “green” products, but until the government steps in, green certifications will basically be a free for all with consumers totally confused about what these seals actually mean.
September 23, 2009
A new breast cancer PSA (Save the Boobs) has hit the airways just in time for breast cancer awareness month and the ad is already creating controversy. Showing women in scantily clad bikinis seems more like a Victoria Secret commercial and deemed by some as being inappropriate or not taking a women’s health issue seriously.
In fact, the “Save the Boobs” PSA content is considered too inappropriate to view on YouTube unless you sign in or sign up to confirm you are 18. Now that is certainly a roadblock that will limit views because it requires time to either log in or create an account.
On the other hand, Los Angeles Times reporter Dan Neil feels the ad is memorable and will help to create awareness.
I’m all for PSAs that increase awareness of an important mission; however, when the message gets lost what is the point?
September 16, 2009
Last week I purchased some steaks at my local Harris Teeter for when my in-laws came into town. My husband and I were preparing the steaks for the grill when I noticed one of the steaks smelled badly. Before I could say a word, my husband put the steak and the packaging in the garbage.
Luckily, I still had the receipt. When we went back to Harris Teeter, I told the customer service rep about our spoiled steak. To my surprise, they refunded the steak without an issue even though we didn’t have the packaging AND they gave me double the money back. I was floored. The customer service rep said it is the company’s policy to give you double your money back for any spoiled fresh food product because of the inconveniences it caused (possibly ruining a meal, have to return it, etc.).
While I have been an avid customer of Harris Teeter for about 5 years, I never really spoke about our experience at the store or made recommendations to friends. But you better believe I will share this experience.
This is a prime example of just how powerful brand interaction can be. When a brand has the ability to interact directly with a customer, that experience is more impactful than any form of advertising or marketing.
Want to gauge your brand’s alignment with your customer service? Try becoming your own customer and experiencing the brand. It just might be an eye opening experience.
September 9, 2009
It is hard to believe we are remembering a tragedy that took place 8 years ago when many of the day’s events are so fresh in my mind. I’m sure most Americans will take a moment to reflect on where they were the day it happened, who they were with and the impact that it had on all our lives.
I was living in Chicago and working at Edelman on the 63rd floor of the Aon Center. My team was meeting early that day to conduct planning for our client. In fact, I was actually calling New York City to conduct some research for a spring Butterball Turkey event. I couldn’t figure out why the call wasn’t connecting.
The women sitting next me mentioned her dad said a plane hit the Twin Towers. We paused for a minute and kept on working. It never occurred to us to stop and see what was unfolding. A few minutes later my team rushed in and said we have to leave the building.
As we rushed out of the building, others were rushing in to work unaware of what just happened. Our VP grabbed a cab as fast as she could and told the cab driver to take us as far away from the city as possible. The cabbie said “Why you so afraid. You are Americans.” A chill ran down my spine. Little did we know how much this day would affect all our lives moving forward.
I will never forget the sacrifice the people in New York City and Flight 93 made, the families who are still grieving and the soldiers who continue to fight to protect American soil, including my husband.
September 2, 2009
This week Trendwatching.com released their September trends “Transparency Triumph: Reviewing is the new advertising”. I don’t agree that reviewing is the new advertising because traditional advertising messages are controlled by the brand; however, I do agree that consumer product reviews are very powerful and will continue to be prevalent as technology advances.
We have seen this first hand at the agency with blogger reviews. A DIY and mommy blogger review campaign for an outdoor wood protector helped increase Internet sales by 16%. A diabetes blogger review campaign for a new blood glucose meter drove 65% new visitors to a online diabetes supply retailer who stayed on the site for an average of 5 minutes. And for better or worse, online product reviews are imprinted on the web for consumers to continue to find and influence their decisions.
Certainly not all consumer reviews are positive. However, the possibility of negative reviews shouldn’t hinder brands from encouraging consumer product reviews from bloggers or reviews on their own web sites. Negative reviews can provide insight into possible product enhancements and give brands an understanding of how their products are perceived in the marketplace. Also, if consumers don’t have an online outlet to share their product experience, you better believe they are telling all their friends, family and co-workers.
