Archive for Internet
Chipotle is Going Back to the Start: Marketing with Integrity
Posted by: | CommentsIn a day and age where fast food is made up of ingredients many of us are oblivious to, it is refreshing to see a company stand out from the rest and base their entire marketing mantra on a concept unfamiliar to many people in this fast paced, “I want it now” society we live in. The idea of “Going Back to the Start” is the face of Chipotle’s new viral marketing campaign aimed at informing consumers that there is such a thing as “food with integrity,” which is simply natural, family-grown or raised, and ultimately socially responsible.
An article by the Chicago Tribune discusses Chipotle’s recently released video featuring Willie Nelson’s rendition of Coldplay’s popular song, “The Scientist,” which depicts a small town farmer shifting away from his traditional farming roots and adopting an industrialized and unnatural method of cultivating his livestock. Eventually, the farmer realizes his original way of farming was far superior and decides to do the environmentally responsibly thing and “go back to the start.” Chipotle does an excellent job in getting people to think about the serious issue, while promoting its brand in the meantime.
The advertisement, which is intended to create somewhat of an emotional reaction to people viewing the harmful effects that industrialized farming brings with it, creates a sense of sadness and empathy for the farmer. It really gets people thinking about the differences between Chipotle as a fast food chain, as opposed to say, your typical McDonalds ad.
Sustainable farming, which Chipotle bases their entire positioning off of, “uses techniques such as crop rotation, soil conservation, natural fertilization and polyculture planting. In livestock production, they use pasture-based systems, feed animals what their bodies are designed to digest, and treat their animals humanely. Sustainable farms produce foods that are tastier and more nutritious than foods produced on factory farms, while also preserving the long-term health of our environment.”
Simply said, this is responsibility at its finest, despite the negative stereotypes that many fast food restaurants must battle. Chipotle seizes that opportunity in the marketplace to finally provide a fast food experience that defies the typical processed and unnatural methods of creating food and opts for an experience that provides healthy, fresh, locally grown, and socially responsible options. By raising awareness about what responsible farming is, they are fostering a need for healthy and naturally raised food that many people were unaware they had.
As many people are trying to do their part in going green and helping the environment in any little way, Chipotle has made the responsible choice. The powerful “Going Back to the Start” video sets the agenda that people should be concerned about where their food comes from originally. But, while many people may view this as just a healthy food option, when going to the roots of what Chipotle is really doing, they are keeping small family farmers in business and helping the economy along the way.
Many people may think, however, why haven’t I seen these advertisements? Chipotle is again set apart from the rest, they choose not to engage in heavy television or radio advertising, but instead to stick to simple movie-theater ad placements, word of mouth, and public event sponsoring to raise awareness of their brand’s positioning as an environmentally responsible company. These ads create a positive impact on those who view them, while informing and motivating consumers to learn more. Chipotle also discusses their farming methods and responsibility in using sustainable farming techniques all over their website in order to raise awareness about the importance of such a trend.
This popular concept of going-green, being environmentally responsible, and incorporating organically grown food helps Chipotle to solidify their standing as a company that truly cares about the implications of their actions. Their growing popularity and extreme success in the business world teaches other companies in the fast food industry that caring about the long-term effects of your business’ actions will carry with it many positive benefits.
In the case of Chipotle, this is truly marketing with integrity.
Chicago Tribune Original Article
Chipotle’s Webpage: Food With Integrity
Sustainable Table: The Daunting Techniques of Factory Farming
Imagination…Ecomagination at Work
Posted by: | CommentsDid you know that by submitting one photo that had water in it to GE’s ecoimagination website last year provided 480 gallons of clean drinking water to developing countries? By posting a wind photo, 4.5 KW hours of wind powered health clinics in rural Peru and by uploading a photo of light, 175 hours of solar power were given to families in East Timor. Through GE’s ecomagination website, GE encouraged a joint collaboration with Flickr members to take photos of these elements and “Tag Your Green” allowing for that one simple uploading of a photo affect lives across the globe. The campaign was very successful and GE achieved their goal of 10,000 photos for each nature element thus changing countless lives.
Since global warming and energy crisis have become buzzwords in the media, companies such as General Electric have decided to turn the negative connotations of the words to a call of action utilizing social media. Within doing this, they have created a branding moment that demonstrates their understanding for environmental concerns and how their brand in turn can contribute to a “greener” Earth by involving consumers. On the photoproject website, GE gives tribute to Social Vibe http://www.socialvibe.com/an engagement-marketing website whose belief is the brand should be in the hands of consumers. On SocialVibe’s website, the company portrays a large global cause platform that is meant to be indispensible to consumers. By pairing social media to contributing to the greater good, SocialVibe and General Electric have positioned the role of social media to become an agent of change.
Consumers are not only becoming the agents of change, but theopportunity to affect change is in their (the consumers) hands.
GE’s tagline is “Imagination at Work” and it is evident that their imagination is cognizant of the need to be relevant to the younger generation and the countless number of people who interact with social media daily. As evident of the 2010 campaign, they successfully completed their goal. By being aware of the use of social media in promoting a cause, the company is not only enacting change, but also linking their name to good works. General Electric does have quite an advantage for promoting a greener earth, but other companies could also join the cause of utilizing social media and sites such as Social Vibe to jumpstart change in the world. If by taking a picture of water, posting it on Flickr, and then GE’s website and that one photo changed the life of someone else in the world, think about what would happen if more companies joined in to this concept of taking social media to a whole other level. Imagination at Work.
Imagination at Work commercial: http://www.youtube.com/embed/CsW1JE4Hg14?rel=0
Fictitious Fiction – ABC Publishes Novels by “Real” Writer
Posted by: | CommentsRichard Castle is a pretty awesome guy. He’s good-humored, likable, and he’s someone you can depend on when things are tough. Sound too good to be true? No – he really is like that. So what’s the catch, then? Well, he’s not real . . . sort of. Richard Castle exists Monday nights for one hour beginning at 9 o’clock. In case you haven’t heard of or seen the show (and I recommend you do; it’s pretty entertaining) Richard Castle is a bestselling thriller writer living in New York, who, in an attempt to draw inspiration for his writing, spends his time solving crimes with NYPD detectives. He’s not real. Yet something strange is occurring, because by some weird turn of events, Richard Castle’s novels are being published in our world – and they’re available at a bookstore near you!
Castle, a member of the ABC family of television programs, has so far proved relatively successful for ABC, currently airing its third season. In fact, it seems to have become so successful that a series of books, entitled the Nikki Heat Series, has begun to be published. Its first title, Heat Wave, was published in 2009, with its second installment, Naked Heat, following earlier this year. However, these aren’t your normal TV-tie-in books. Reading the book synopsis and author biography, one begins to see that the publisher, Hyperion, treats both Heat Wave and Naked Heat as if they were, in fact, the actual novels from the Castle show. For example, the author biography goes so far as to reference an earlier series of books written by Richard Castle. A fusion of realities has occurred, in which the “real” world of Castle has become part of our everyday life – for the benefit of creating a “Castle Culture” for the program’s fan base. A pretty smart move by ABC and Hyperion; and if Castle continues to entertain, it can be assumed a new Nikki Heat novel won’t be far off.
For a person entering a bookstore, the purchasing of a book is generally not considered to be a life-changing decision; therefore it would be an example of a low-effort decision. So, being low-effort, what could compel a shopper to pick up a Richard Castle novel? For one, there is the availability heuristic, where the shopper may recall details from Castle which would create a positive and vivid show-related experience that has the potential to not only spur them to purchase the novel, but to remind them to tune in as well. The novels can really be an extension of the DVD products, and if placed together or in close proximity, they may increase the creation of the “Castle Culture” for fans.
Buying books, being a fan of a television program – it all comes down to the feelings that one gets from reading a good book or watching an awesome program. We read the types of books that we like, right? We watch shows that give us positive feelings, correct? We do this because of feeling-based decision making, a part of low-effort processing. ABC has tried to capitalize on this fact – in a rather successful manner, it would seem. Let’s go back to the bookstore shopper: so they are browsing and come across Heat Wave. What goes through their mind? If they pick up the book, flip a few pages, and tuck it under their arms to buy on their way out, they’ve probably undergone affect referral. Seeing the book reminded them of Castle, which, being a show they like, they associate it with feelings of happiness (it’s part comedy, after all), and as a result the intent to buy the book has happened. However, not only has the book been sold, but there’s also been a reinforcement and reminder to watch the upcoming episode of Castle. This same situation plays out on the ABC website for Castle. Fans logging on to catch the latest episode online will see the advertisement for Heat Wave or Naked Heat. This may prompt them to stop by the bookstore and buy a copy. These techniques are serving to increase the brand familiarity of ABC, reinforcing their current viewers and hopefully also championing new ones. Bookstores and websites are also performing another task: together they are engaging in co-branding. The shopper who buys the book tunes in later to watch Castle; the viewer who goes online stops by Barnes & Noble or Borders to buy Heat Wave – in both cases, ABC and Hyperion are reaping the benefits. Co-branding is allowing them to reach an even wider audience then they would be able to alone.
In partnership, both companies are growing in popularity – not to mention profits. And we, the consumers, are enjoying immersing ourselves in the life of Richard Castle, through print and images. ABC’s on to a good idea – combining the imaginary and the real into one and the same. What’s next? How about airline tickets to the island of Lost . . .
Social platforms like Groupon are advocates for collective consumerism but are their marketing attempts socially responsible?
Groupon has been named as the fastest-growing company ever by Forbes magazine. Their company is based off the premise of collective groups partaking in discounted shopping to create higher revenues for featured businesses. It relies on the social aspect of its service. Everyday subscribers are emailed the chosen limited-time bargain in hopes that enough subscribers will purchase the deal to “tip” the offering (cause it to go into effect). The company is very much reliant upon viral pass along for its success. Like word of mouth this is one of the most effect marketing strategies. It creates the opportunity for people to choose to participate or not in a financial deal that is as easy as the click of your mouse. It is easily accessible and cost the consumer nothing if they don’t participate. Their marketing strategy is genius. Seems flawless right? But I wonder if this type of advertising plays on the vulnerability of consumer’s decision-making processes.
When making high-effort decisions consumers can be affected greatly by a promotions perceived time limits or how they are framed. Pressuring a consumer to make a decision under a time limit can lead to low-level construals. These elements are focused on the immediate. In this example the immediate is the discount the consumer is receiving. It can also be framed in high-level construals that focus on the future. These purchases may be immediate but they are for used for future purposes. Groupon plays on the perceived risk that consumers will miss out on a great deal. They also emphasize the importance of group consumerism. It is up to the subscribers to purchase enough to make sure the deal goes through. If not enough people participate then the offer is off the table for everyone. This doesn’t seem to be a problem for them considering that 95% of daily Groupons “tip.” Are these marketing strategies socially responsible? On one hand it is promoting the collect buying power of consumers. Individuals can feel part of a movement that benefits a thriving company in need of promotion and financially gain discounts for things they might already be planning to spend money on. Might is the key word. Consumers could also be feeling pressured to make purchases they might not otherwise make because of the emphasis of a GREAT deal and social activism.
Groupon also creates an obstacle for the comparison type consumer. The simply formatted deal that appears in your email box every morning gives you the essential information needed for the decision. It doesn’t elaborate into this big selling ploy therefore making the decision to buy very easy. It doesn’t however led way for easy product comparison. This can help or harm the company. The consumer wont be bombarded with comparative advertising that might make them choose another option but they are also not allowed the comfort of knowing they made the right purchased based on all the factors. Consumers are given a day to take it or leave it.
Companies like Groupon are also infringing upon agency business. They have basically cut out the middleman and built marketing directly into their product. Individual consumers and companies rely on advertising agencies to sift through the clutter and present them with the best options and support of those options. If we have business that present the options for themselves there might be less of a desire to seek out more information which cant create for poor consumer decisions. The opposite is true that it could create for more product credibility because if the information is coming directly from the product the chances of perceived likelihood might be lowered. With an agency the advertiser can be blamed. With out the middleman the blame falls directly on the company potentially making for better business practices by companies.
Groupon: promoter of great social activism and collective buying power that creates unity among consumers or exploiter of the discount seeking customer?
References:
http://www.adweek.com/aw/content_display/news/digital/e3ie4f24b85cbd4c811b65148cd8af82f38
http://jordanballacm.blogspot.com/2010/10/groupon.html
“Fast Don’t Lie” or does it?
Posted by: | CommentsHot off the press Adidas launched their new “Fast Don’t Lie” campaign including TV spots and music videos featuring well-respected athletes Derrick Rose, Dwight Howard and MR. T-esq character Slim Chin. The ads portray the idea that the new adiZero Rose and Beast, both footwear, give you speed that “Don’t Lie.” Each ad makes a humorous attempt to send the message that Slim Chin got rich because he’s fast and the rest of us can achieve the same goal if we wear gold chains, stand on top of bikini towers and hang out with pro basketball players. All the flashy bling and catchy songs, all the while blatantly shoving the shoe in our face, capture our attention. But is it too much? Are these ads over kill with the multiple spokes characters and peripheral, superficial cues?
We know that our attitudes towards products and brands can be influenced depending on the effort we place on them. The factors that affect our attitudes come from all different angles. Communication source can foster source credibility, strengthen or weaken company reputation and even lead to source derogations. Consumer attitudes are influenced by where and from whom the message is delivered. Consumers are more likely to trust ad messages if the spokesperson is perceived as knowledgeable or an expert as opposed to someone who has no experience with the product or industry at all. Research shows that credible sources have a higher impact on consumer’s attitudes when a message is hard to understand or complex than if Joe Schmo is the source. Consumer’s attitudes are also influenced by more credible sources if the spokesperson is a good match for the product. Consumer confidence in their attitudes about a product is heightened with better source credibility. That being said consumers with very confident attitudes are hard to sway using communication sources if there is already a firm belief in that attitude.
This Adidas campaign seems to contradict itself in few ways. Multiple spokespersons in the same ad seem like clutter. The fact that the two different spoke characters are on entirely different spectrums is another story. As discussed above in order to foster positive attitudes about a product the source credibility needs to be good. Having professional athletes advertising the shoes gives great credibility because they are experts. These men base their career on their performance and being fast is key desire for getting ahead in sports. If you want to be fast you are motivated by Derrick Rose and Dwight Howard to get the shoes that are best. On the other hand we have a humorous character that seems to be for entertainment purposes only and has no experience in the sports industry. One expert plus and one flashy unknowledgeable bystander cancel each other out. Another aspect of the ad is its complexity. This campaign is packed with gold chains, gold jumpsuits, gold jet skis, lady pyramids, cheetahs and side shots to basketball courts and shoes in action. Where is the focus? It is all so distracting. Consumer attitudes are influenced by this kind of confusion. If the sources are credible it is easier for them to sort through the clutter. Once again the more distracting spokesperson is the less credible source therefore motivation to organize the message is low.
Do these types of advertisements work based on our attitude effort levels? On one hand we have source credibility issues that tap into central-route processing. Strong, accessible, persistent, and resistant attitudes are what we use to judge complex advertisements. If we are confident in our attitudes towards source credibility then it is easy to make a judgment about Slim Chin. On the other hand peripheral-route processing can be more prevalent because of all the visual cues this ad presents. Not having to process the information intensely might be appealing to consumers who are just looking for more entertainment in ads. Either way it is processed I think there should be only one attempt made by the message, high involvement by the consumer to process or low effort to entertain but sell.
Don’t get me wrong the ad is hilarious but will we remember it was for Adidas shoes for will we just be harmonizing with Dwight Howard “Fast Don’t Lie?”
Socially Responsible Social Media?
Posted by: | CommentsSocial media is truly the wild, wild, west of the advertising industry.
This is especially true when deciding how to regulate information as it is disseminated throughout social media channels. The regulatory bodies are struggling to police an overwhelming amount of new content (the internet) while staying current by creating and enforcing applicable regulations.
One example of regulation in the new medium comes from the Food and Drug Administration’s Division of Drug Marketing, Advertising and Communications. The FDA was able to find and reprimand a pharmaceutical company based on its use of social media.
The company, Novartis, was providing information through a Facebook sharing widget on the company’s US consumer website. The widget is simply a clickable button (Pictured below) that will allow consumers to share the Novartis generated content with everyone in their Facebook and Twitter networks.
The content would be shared without the normal regulations placed on pharmaceutical companies such as conveying risks, directing them to more information or possible side effects.
In a letter sent to Novartis, the FDA stated that the shared content is deceptive because it “makes representations about the efficacy of Tasigna but fails to communicate ANY risk information associated with the use of this drug”. Tasigna is a drug that treats chronic myloid leukemia and the FDA realized that the risk to consumers was substantial.In this case, the FDA was fortunate to catch the unintentional deceptive practices but the era of relying on regulators to help weed-out misleading messages is over.
Social media has many murky areas for advertisers, including marketing of alcohol. In the past, manufacturers have required everyone to enter their birth date when entering their private website while Facebook and Twitter don’t require a minimum age to access content. The general rule in television advertising is that the general audience for the ad should not have more than 30% of the audience under 21. With social media, curious consumers of any age can access pictures of adults at various stages of intoxication, read comments advocating the use of alcohol, see promotions, and play games directly on the libation manufacturer’s page.
The Federal Trade Commission and consumer watchdog groups are doing their best to monitor alcohol-related content, but are having little success because of the overwhelming number of outlets.
So where does the responsibility fall?
The responsibility falls on the shoulders of the institution of advertising, now more than ever. Advertisers and other message builders must step-up and take responsibility to police their own actions and realize the impact that the institution has on society. Not only does the institution of Advertising reflect societal and cultural beliefs, it also models ‘rules’ of behavior. If agencies continue to use misleading practices and model negative behavior they could change the normative values of society.
These ideas are especially important when addressing the issue of social media because the enormous volume of messages shared daily can never be monitored comprehensively. So with the shift of power from the few traditional gatekeepers to the general public, the institution of advertising must mirror this move and take on more responsibility.
In the fast evolving and quickly changing landscape of social media, the responsibility must shift toward individual agencies to produce work that is beyond the obligation to the client by serving the good of society.
Indulgence vs. Indecent…when advertising takes guilty pleasures too far.
Posted by: | CommentsFast Food, Shoe Sales, Ice Cream, Reality TV…The things that we absolutely adore, but rarely admit for fear of facing judgment. Things we don’t need, are not necessarily good for us, but we occasionally justify because they make us feel so good.
Haagan Daz Print
Sound familiar? It should, even if you never fall prey to temptation. Ad agencies learned long ago how effective it is to appeal to consumers’ hedonic needs. Of course consumers purchase products and services to fulfill functional needs. We need water to stay hydrated, food for sustenance, gas to make our cars run, but often the things we really desire; decadent food, lavish clothing, and sex, drive our behavior. Marketers and agencies alike have told us to spoil ourselves, to give in and let our temptations take over, be it chocolate, ice cream, a soothing bubble bath or big greasy cheeseburger.
Adrina Patridge for Carls Jr.
Some of these indulgences are worse than others and because many of them conflict with our symbolic needs, (our desire to be perceived in a particular way by and how we relate to others), many people keep their “guilty pleasures” a secret.
Yes, consumers go to great lengths to hide these little imperfections. Women cut the tags off of new clothing before slipping it in the closet, hoping their husbands won’t notice. Meanwhile their husbands are careful to dispose of the cheeseburger wrapper from their fast food lunch before pulling in the driveway. And who hasn’t spent a Saturday in your pajamas watching an all day marathon of Jersey Shore or Top Model, all the while hoping your friends don’t call so you won’t have to come up with an excuse for missing spin class.
All of these things, despite the pleasure they provide us, create turmoil in our minds because although they bring us pleasure, “we know better.” It’s an approach-avoidance conflict that we all experience when we desire something that fulfills one need, but fails to meet another. These examples are mild; we know that all things in moderation can be healthy, but what happens when the desire is truly wrong? As consumers, where do we draw the line at acting on our hedonic needs and overlooking our symbolic needs. And as advertisers, is it right to encourage an unethical action to fulfill these needs?
Earlier this month the Buffalo Bills radio network dropped an advertising campaign for AshleyMadison.com, an online dating site that uses the tagline, “Life is short. Have an affair.” This isn’t the first time that this site has been dropped from or denied an advertising buy based on the ethical position of the network or broadcast association. The site also tried to purchase a spot in the 2009 Super Bowl and the 2010 Academy Awards. Both networks denied the site’s bid for airtime citing a conflict of interest between the ad content and the demographics of the audience. The site was however, allowed to run an ad during the February 2010 Pro Bowl which reached an audience of 5 million viewers.
Jenna Jameson for PETA
It’s no secret that sex sells. In recent years we’ve seen ice cream, fast food and even PETA embrace sexual images as a way to capture attention and sell their products and ideas.
Obviously everyone has a set of values and ethics that we live by and we make choices based on these values, a sort of internal monitor as to what we find offensive, inappropriate, or edgy, but acceptable. Sometimes these perceptions very by situation and company, but with changes in social values, the proliferation of free media and a desire for networks and terrestrial radio to keep up with cable and satellite competitors, it’s no wonder ads are constantly pushing the limits of social propriety.
Advertising has the power to persuade. It’s dependent on each of us within the Advertising Institution to determine how we use that power. Some say because a product is legal, it’s fine to promote, while others think there is a right place and time for specific products and messages given possible dangers, i.e., alcohol, and tobacco. Given the content of the AshleyMadison.com commercials, what do you think?
The 30-second spot is beyond suggestive. It outright tells you to go out and cheat on your spouse. The company even has additional campaigns running online to teach you how to cheat without getting caught. Talk about a guilty pleasure you want to keep under wraps!
You might expect to see commercials like these on an adult cable network, or hear the radio version of it while listening to Howard Stern on satellite radio, but during the Super Bowl or any other professional sports event? Never! There are children watching those games, who follow their favorite players week after week, dreaming of emulating their performance on the field. It’s bad enough that parents have to hope their son‘s or daughter’s idol is truly someone for them to look up to, without also having to censor the ads they will see while watching them perform.
I applaud the networks that denied AshleyMadison.com these opportunities. Everyone knows that extra-marital affairs happen. In fact, Americans are seemingly intrigued by adultery scandals involving celebrities, professional athletes, even the President of the United States. The more scandalous, the better, but that doesn’t make it right.
In a society where bisexuality, homosexuality, co-habitation, divorce, and multiple marriages are widely accepted there should be no need for a service like AshleyMadison.com or for the promotions of the service to be placed in mainstream media where inappropriate audiences could be exposed to the messages. We as advertisers need to recognize that there is more to life than pleasing a client and making “funny” or “pretty” ad. We need to show more social responsibility when considering the time, place, content, and context of the messages we produce and places in which those messages are received.
AshleyMadison.com can keep running on the Playboy Channel, Howard Stern Radio and in Maxim magazine where the appropriate (if there is such a thing), audiences can receive their messages. The only guilty pleasure I want with my football is a big plate of hot wings and a frosty beer.
A Collection of Responsible Advertising
Posted by: | CommentsWhile browsing the web today, I came across an amazing site that archieves hundreds of socially responsible ads. Some of them are shocking, some sad, some funny, but most get the point across in my opinion.
http://www.act-responsible.org/public/
I would have posted some of my favorites here, however the website does not allow you to copy and paste the photos elsewhere.
In particular my favorite is on the home page; it is an ad for the International Foundation of Red Cross and Red Crescent Socities. It depends a white and a black hand interwoven with “discrimination the end is in your hands” written across the fingers. I personally think this is an incredibally powerful message. The black skin against white skin is striking in itself. And furthermore, the messaeg is powerful as well since discrimination is still a problem plauging our nation.
Check out their creative gallery, it has tons of great ads!
The Foundation for a Better Life
Posted by: | Comments
The Foundation for a Better Life has tons of billboards and print ads like this and I think its very cool. As someone who drives a lot, I always find myself staring at these billboards longer than I should whilst driving. I think that when it comes to virtuous advertising, the FFBL has a great mission in inspiring people to be proactive in their own lives. There are many other examples of this stuff on their website values.com. There is a link to connect with them on facebook and on twitter and they have a lot of cool information and examples of their ads.
A Virtuous Ad by a Virtuous Institution
Posted by: | CommentsI think that this “Miracles” ad by the United Methodist Church is really moving. Looking at the devastation and destruction in Haiti, hope is a hard thing to come by. While it comes as no surprise that churches are participating in raising funds and making a difference, it doesn’t matter what your religion or denomination is to be moved by this simple and inspiring advertisement. The copy as well as the simple imagery is moving. In addition to simply being impressed by the ad, the website that it directs you to is virtuous social media. It allows you to connect with people using whatever social media platform that you prefer in order to help make a difference for people in Haiti, environmental movements, the homeless, and many other projects.
Sidenote: I couldn’t get the ad to show up in the blog, so please hit the linked tag and it will take you to it.
