Friday, June 26, 2009

My Social Network: Influencing Friends Purchase Decisions


My daughter is a choco-holic, so after reading a review about a new premium chocolate brand (Caoni Chocolate), I went online to their website and purchased a case. Its actually delicious. Perhaps because its made with 100% Arriba cacao, as opposed to 'blends' that almost all other premium chocolates are made with.

So I posted my happy experience on my Facebook page, then I tweeted about it. Then I made a comment about it on my LinkedIn profile. Why? I don't know, it seems to be the thing to do these days.

But, when I read about the interesting advertising applications promoted by Media6Degrees and 33Across, apps that installs cookies into a customer's computer, then "reads" the connections that I have when I log into my social network sites, and then magically and subliminally delivers ad messages to the people that are within my various social networks, I was intrigued.

Sounds phishy, right? Well, for one thing, I asked the people at Caoni if they use this type of stealth advertising, and they said they didn't. But they were as intrigued as I was by the idea.

I certainly don't mind sharing with friends, acquaintances, and friends of friends the product discoveries that I've made. I know lots of chocolate lovers, and this is actually a great find.

But, I don't like the idea that my social network connections are being exploited without my permission (and without my getting paid an introducer's fee!) in a manner by which 'connections' are being pitched on products that I bought (even though my friends don't necessarily know that I've bought it).

That said, the technology is interesting, and there's plenty of data to support the contention that people within my social network tend to share the same interests. Whether someone within a linkedin.com "hedge fund" group that I'm a member of would respond to an ad for Caoni, simply because another member of the same group purchased the product is an idea that I'm scratching my head about.

But, since the cost for this type of advertising is a fraction of traditional banner ads placed on publisher sites, I'd say its worth trying. And I'd definitely recommend the Caoni Chocolate!

Thursday, June 11, 2009

Branding Good Will


Now that I've got your attention by using a headline that inspired you to read further.....

That's right..we consulted with our Matador of Marketing Messages and he assured us that those simple three key words would prove the perfect attention grabber.

Contrary to the Web2.o rules, which dictate that for a blog to generate a following and be "truly successful", the blogger needs to blabber every day. How does that dic-tate?

Not tasty for us. We'll blog when we want to, when we have the time to, and only when we're truly inspired by an idea or a story.

After reading a NY Times profile about Goodwill Industries' expanding strategy to 'brand itself' and to position itself as a provider of "antique luxury items"--and otherwise embrace a traditional retailer strategy---all I can ask is "Why is it taking you so long to carpe diem???"

What Goodwill is doing: recasting itself (via albeit low-cost branding campaign means) and working to exploit an economic environment that's prompting consumers of all types to downsize their expenditures.


When Park Avenue princesses, Hollywood Celebs, Darien debutantes, and corporate exec wives are all contributing to trend setting shopping habits that celebrate second hand shops and the value of buying 'pre-owned goods' (including 'antique clothing'), any half-wit that's owned the "thrift category" for three generations should know that this economic period presents a business opportunity that happens once in a life-time.

Bottom line? Goodwill has apparently been 'ramping' their 'new branding' approach since before the current 'recession' technically started (sometime in 2007)--and the cylinders are starting to turn more quickly.

And what better name than "Goodwill" to use in the course of a branding strategy? If there's anything that consumers want right now, it's having a feeling of good will! After having Keogh's and savings mini-ed budgets being micro-ed, and after being Madoff-ed by either Bernie himself or Ben Bernake, we could all "get it" when it comes to the appreciation for spending less on luxury.

We typically say "Do it right, not right away." But to the senior exec team at Goodwill we say "People!. Lets move that bus!! Before you know it, the window of opportunity will come sliding down on to your fingers!"

By the way--thanks to Hiroko Masuike's images courtesy of the NY Times.