Jaffe talks about the failing of business models and why marketing has to get better and do so extremely fast. He notes that marketing alone may not be enough to save corporations and that capitalism itself need to evolve, too. Jaffe also breaks down what he feels are the four pillars of how not to suck, which include digital disruption, talent resurrection, customer obsession and corporate citizenship. Digital was always meant to disrupt and turn businesses on their heads.
Jaffe talks about the HMS Beagle and its mission statement to help people adapt, “when we talk about digital, social and innovation and start-ups, at the end of the day, if you had to try and find one common thread that runs right through, it would be the ability to change.”
He discusses how companies lose their competitive edge when they are scaling with such a huge global footprint that they struggle to adapt quickly, “‘overhead, in and of itself, has become this cement block that is kind of dragging us down to the bottom of the ocean.” He also talks about how “losing money is the enemy or at least the foil of short-term ROI,” and why meetings that are only creating more meetings without creating tangible solutions are filled with “oxygen invaders” that aren’t adding anything, and instead, are slowing down the process.
Highlights from this week’s “Marketing Today”:
Where did Joseph start, and how did he get to where he is now? (01:55)
Why this book and why now? (05:32)
Are growth and scale a strength or a weakness? (11:03)
What does he mean by age, the nature of public ownership and culture? (18:57)
Joseph talks about short-term return-on-investment. (26:48)
What are the four pillars of not sucking? (30:24)
What is the survival planning canvas, and what value does it provide to companies? (37:10)
What should marketers do and not do these days? (43:01)
Is there an experience in Joseph Jaffee’s life that has defined who he is today? (48:03)
Do they have a Nando’s in London? (50:30)
What advice would he give to his younger self? (51:42)
What fuels Joseph to keep going in his career and life? (54:32)
Are there brands that he thinks we should pay attention to? (57:06)
Are there brands that he thinks we should pay attention to? (57:06)
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.
Simply showing up online with a business website isn’t enough to guarantee success.
Ecommerce giants Apple, eBay, Craigslist and Etsy seem to have cracked the code. Together, they brought in total revenues of over $275 billion in 2018. They are successful businesses and successful brands.
We’ve studied what these four ecommerce brands are doing right and cultivated a list of 13 actionable branding lessons that can help your business.
Evolve to stay relevant.
In today’s fast-paced digital world, technologies and trends often become obsolete before we’ve even had a chance to understand them. Online businesses that stand the test of time are relatively rare. And, this makes eBay a bit of an ecommerce unicorn.
When eBay was founded, it was one of the first businesses to take advantage of one of the internet’s greatest strengths–connecting people with similar interests across vast distances. The ecommerce auction platform allowed people with niche interests to find other people with the same interests–and buy their stuff.
No longer just an auction site, eBay introduced the “Buy it No” option in 2000. And, as the years passed, sellers started opening eBay shops that were truly dedicated to ecommerce instead of simply unloading a few unwanted items.
Today, eBay is taking steps to elevate their overall user experience.
They’ve introduced guaranteed shipping times, personalized homepages, price match guarantees, instant selling and a line of shipping supplies for sellers.
By evolving to provide a more competitive user experience, eBay’s brand has managed to stay relevant and thrive.
What You Can Do:
Collect feedback from your customers and prospects to learn what elements of your brand are misaligned or lacking. Prioritize improving these elements as your business grows.
Keep an eye on your competition–are they offering a bigger, better, or different experience than you? Step up your game to remain relevant – don’t be afraid to take your own unique direction.
As impressive as eBay’s longevity has proven to be, Craigslist’s epic success is even more remarkable.
The most striking aspect of the Craigslist brand? The online classified site’s interface has remained mostly unchanged since it debuted in 1995. No one could call Craigslist a beautifully designed website –even in 1995. But, it is functional and user-friendly.
The Craigslist brand is defined by simplicity and user-friendly interface. This is not an accident. As Craigslist founder Craig Newmark explains, “The design of Craigslist originated in my observation that people want something that is functional, effective, simple and fast. That design philosophy has been maintained throughout.”
And so, Craigslist continues to thrive–in defiance of the common wisdom that sleek design is best.
What You Can Do:
Stick to your brand identity–consistency gives your audience time to get to know and like your business. As we strongly advised in our comprehensive guide on how to start a business, be sure your brand identity is consistent everywhere you show it visually, including on your website and in your marketing materials.
Identify the elements of your brand that resonate most positively with your audience. Those are the elements to hold onto as your brand evolves.
Work to create a strong brand identity when you start your business and strive to constantly improve it. When you develop your brand identity, be sure you get a custom logo for your business and not a template-based logo or generic design. You don’t want your business brand to look like thousands of other, unappealing businesses.
Human connection has value.
Consumers know of Etsy as a marketplace for hand-crafted goods. Etsy products are sought after because they’re made with a human touch in the midst of an impersonal, machine-dominated society.
Product uniqueness alone can’t account for Etsy’s appeal. It’s the story behind the product – the human connection to the product that makes each hand-made item sold on Etsy truly special.
Encourage human connection via customer support. Phone calls and live chat will create stronger bonds than email.
Share the stories behind your services or products. Show how they were shaped by humans.
Embrace your tribe.
People who use Apple products tend to be incredibly devoted. When new Apple products debut, they garner huge amounts of speculation and press. And, YouTube explodes with new unboxing videos.
But, what drives this rabid devotion?
Apple creates great products to be sure. But Apple has also successfully established its brand as a status symbol. The Apple logo doesn’t only indicate that you use a particular product. It also communicates that you’re a member of the Apple community.
As Shaun Morgan, a branding writer at Bynder points out:
“The air of premium exclusivity that Apple employs when promoting new product releases, and the meticulous attention to the aesthetics of its products, has enabled the Apple brand to be associated with luxury in the eyes of its followers. And that is what many of its consumers are paying a premium for: a symbol of status that is driven by emotion, not practicality.“
Creating a loyal tribe of customers means tapping into their hearts, not just their wallets.
What You Can Do:
Appeal to your audience’s emotions to help your brand resonate.
Take a genuine, unique and authentic stance that will attract your best audience.
Remain true to your vision and brand-defining characteristics to avoid alienating loyal customers.
Reward customers for their loyalty with high-quality products, service, and support that support your brand vision.
If you follow in the footsteps of these ecommerce success stories, you’ll know you’re headed in the right direction.
Bud Light launched a limited-edition alien beer pack for humans and aliens alike, in honor of the planned Area 51 storm, which 2.1 million Facebook users have said they’re participating in.
It all started when Bud Light tweeted in July, “Screw it. Free Bud Light to any alien that makes it out,” to which followers started asking how they can redeem their free beer. When one user replied asking for an alien can, Bud Light pledged to create the extraterrestrial-themed cans if the tweet received 51,000 retweets. The tweet fell just short of the goal, but Bud Light launched the product anyway.
Starting today, the aluminum cans featuring a green alien holding up the peace sign will be available for purchase in California, Nevada and Arizona.
Further intergalactic activations for the launch include Bud Light’s creation of an “alien-friendly” fridge that the brewer is staging in the VIP section of a club at the Luxor Hotel and Casino. Stocked with the new alien cans, the fridge is locked and can only be accessed via an alien finger scan. Guests 21 and over can enjoy the VIP experience from September 13-20.
Bud Light also created a line of limited-edition merchandise that matches the alien-themed cans which fans can purchase on Anheuser InBev’s online gift shop. Items from the collection include bomber jackets, doozies, shirts and a hat ranging from $100 or less.
The move to launch a campaign that didn’t exactly meet Bud Light’s Twitter strategy might not have been part of the company’s plan, but highlighting its ingredients always has been. In March, Andy Goeler, the vice president of marketing for Bud Light, toldCampaign US that ads centered around the brand’s commitment to its four ingredients—barley, hops, water and rice—would form its strategy for the immediate future. Those four ingredients are listed in large font across the alien-themed beer pack.
In its annual 2018 report, Bud Light reported a 0.8 percent revenue decline and 2.5 percent volume decline in the US, but a 4.8 percent growth in global revenue. Still, Goeler admitted that the brand is in “a constant battle to try to hold our own and bring new customers into the franchise.”
This week, YouTube announces it will no longer count paid ads in music-video viewing records; Facebook updates the values that inform Facebook Community Standards and is spotted testing a new “Chat” post type, study finds the majority of NFL fans watched the opening week games via streaming services and apps, and more.
YouTube Will Stop Counting Paid Advertisements In One-Day Record Tallies
The video-sharing company ends a controversial music-industry practice and announces it will no longer count views from paid advertisements in its one-day record tallies, Bloombergreports.
Why it matters: This means that starting now, music video creators will no longer have the ability to get their content to the top of YouTube’s charts using paid ads.
The details: YouTube explained in a blog post that the company was adjusting its policy to “provide more transparency to the industry” and be more consistent. It is important to note that YouTube said it will not change past record holders.
Why it matters: The initiative might provide new ways for brands to start discussions with their loyal followers, or alternately, it could make it easier for more conversations to go private.
The details: The feature seems to be similar to Instagram’s “Join ‘Chat'” sticker, which was introduced for Stories in July.
Facebook Updates Its Community Standards Values
The company announced the expansion of the values that serve as the basis for Facebook Community Standards.
Why it matters: The update provides clearer outline of what is and isn’t allowed on Facebook.
The details: “Our commitment to giving people voice remains paramount. We also focus on authenticity, safety, privacy and dignity in writing and enforcing our Community Standards. We’ve updated the preamble to our Community Standards to reflect these values and included it below to help people understand the environment we want to foster on Facebook,” the company said in a blog post.
Study: More Than Half Of NFL Fans Watched Opening Week Games Via Streaming Or Apps
A recent study from Collins Media agency discovered that for the opening week of the NFL season, 58 percent of surveyed fans watched at least one game using a paid streaming service or app.
Why it matters: According to the researchers, while consumers are adopting alternative ways of watching NFL games live, advertisers are challenged with the difficult task of reaching an audience scattered across multiple screens and services.
The details: Per the study, consumption of live NFL games remains high, however, the way in which fans watch NFL games is “fragmenting, underscoring why brands should be incorporating over-the-top (OTT) programmatic advertising into the marketing mix.”
Some of the top findings include:
NFL Sunday Ticket dominated the pack of content providers with 20 percent market penetration
Amazon Prime and Hulu are both commanding 18 percent market share, Sling TV at 15 percent and NFL Game Pass at 13 percent
23 percent of respondents reported using smaller streaming services or apps, such as the NBC Sports app, Chromecast or other channels available through virtual private networks.
Instagram’s “Clips” Is Replicating Key TikTok’s Features
Reverse engineering expert Jane Manchun Wong discovered that the Instagram “Clips” prototype is cloning TikTok’s video editor.
Why it matters: TikTok is undoubtedly an up-and-comer in the world of social media, however, the company reportedly has a problem with user retention, as the majority of new users coming to TikTok leave within 30 days of downloading the app, then return to more established platforms, such as Facebook and Instagram. These new features might help boost Instagram’s attractiveness to younger content creators and give marketers an opportunity to reach even wider audiences on the platform, which, at the moment, has over a billion users.
The details: Wong noticed that Instagram has been working on a new Story Camera mode, called “Clips,” beginning in early July.
“Just like TikTok, ‘Clips’ allows users to record segments of videos into a single video Story. Just like TikTok, users can overlay music on clips. Just like TikTok, users can adjust the speed and timer of each video clips,” Wong said in a blog post.
Facebook Rolls Out New Tools For Public Figures
The company published a blog post announcing several new features for public figures, including multi-contributor “Stories.”
Why it matters: The change should make it easier for multiple contributors to add to a single post or story during an event, helping with coordination for those who oversee the accounts.
The details: Here is what Facebook is up to with the new tools for public figures:
Testing the ability for multiple public figures to contribute to the same Facebook Story during an event, as well as a new feature in News Feed to help people discover public figures to follow.
Adding more tools to make it easier for public figures to engage directly with their communities, including a new Fan Reply sticker for Facebook Stories.
Building out ways for public figures to make money and grow their businesses on Facebook, including more ways to sell directly to fans and expanding Facebook Stars.
Protecting public figures from abuse on the Facebook family platforms with new ways to help ensure interactions between people and public figures are safe and authentic.
Twitter Launches Drag And Drop To Reorder Attached Images
The social media company tweeted today about the official launch of a new way to reorder images in a Tweet.
Why it matters: The new option makes it easier for creators to present their visual content in the most appealing way and gives them more control over the presentation to help boost content performance.
The details: The process is simple and convenient–when a user attaches two or more images to a tweet, it’s now possible to just drag and rearrange them, instead of uploading images in a certain order.
Instagram Is Testing Shopping Posts As Ads
Instagram announced in a blog post that the company will be testing the ability for shopping businesses to run their existing shopping posts on the platform as ads in Instagram Ads Manager.
Why it matters: Per Instagram, the ads will enable businesses to reach their target audience, as well as scale and showcase products through the shopping format.
The details: At the moment, the test is only available to select businesses. When shoppers tap on the ads, they are taken to a product description page within the app and can then purchase from the business’ mobile site.
Alisa Harada, marketing manager at REVOLVE, one of the select brands that will be testing the new feature, said, “We’re incredibly excited to amplify our shopping presence on Instagram by running our organic shopping posts as ads. It’s important for us to test new methods and evolve our digital marketing strategy as we continue to learn about our consumers’ behavior and shopping habits through new products that Instagram is offering.”
Telegram Fixes “Unsent” Photos And VideosBug
Telegram has reportedly removed a bug that allowed users to recover photos and videos “unsent” by other people.
Why it matters: Within Telegram, it is possible for users to “unsend sent messages from other people’s inboxes. For example, when a message is sent by mistake.
However, TechCrunch reported that security researcher, Dhiraj Mishra, who found the issue, said even though Telegram was removing the messages from a user’s device, any sent photos or video were still stored on the user’s phone, which is a privacy violation.
The details: Mishra also discovered that other messaging apps such as WhatsApp, had the same “unsend feature, but those apps deleted both message and content when tested. He said the Telegram for Android app would permanently store photos and videos in the device’s internal storage.
A spokesperson for Telegram confirmed to TechCrunch that the bug fix took effect on September 5th.
WhatsApp Might Soon Allow In-App Flight Purchases
Artificial Intelligence (AI) developments might soon allow WhatsApp users to book flights within the app.
Why it matters: The chatbot automation can be used in WhatsApp through airline apps, making it convenient and, therefore, encouraging for consumers to buy plane tickets.
Per The Points Guy UK, the initiative may include information to book a flight, dates and number of passengers.
The details: Certain providers, like KLM, Malaysia Airlines and Etihad have already introduced features in the app that were previously only available on a desktop or phone. And KLM has been using WhatsApp as a means of communication with its customers since 2017.
Facebook To Be Investigated Again
New York’s Attorney General Letitia James announced she will lead a multi-state investigation against Facebook over possible antitrust violations.
Why it matters: The investigation will examine whether Facebook used its market dominance to illegally force competitors out of the market, and/or drive up ad prices.
The details: James tweeted: “BREAKING: I’m launching an investigation into Facebook to determine whether their actions endangered consumer data, reduced the quality of consumers’ choices, or increased the price of advertising.
The largest social media platform in the world must follow the law.”
Snapchat Users Can Now Share Music Content On Spotify
Snapchat announced that the company will allow its users to share their favorite music and podcasts with friends on the platform.
Why it matters: Expanded social sharing options might help to bring millions more users to the app and provide more creative opportunities.
The details: Staring today, Snapchat users can send a song, playlist, artist profile or podcast directly to their friends on Snapchat or share to Snapchat Story.
Telegram finally published the code for running a blockchain, which is scheduled for launch in October.
Why it matters: The information provided by Telegram allows developers and community members interested in the blockchain to get familiar with a full node, a validator node and the blockchain explorer.
The details: According to Mitja Goroshevsky, CTO of TON Labs at Telegram, there are currently 100 nodes maintained by the social media company itself on the testnet. “Source code for a full node that can access testnet, create and validate blocks has been released. Lite client was released several months ago. TON Labs will release Public Beta of its developer tools suite on Monday,” Goroshevsky toldCoinDesk.
Facebook And Instagram Downloads Are Declining
According to a Bank of America analysis, mobile app downloads of Facebook and Instagram are down a combined 13 percent YoY, CNBCreports.
Why it matters: The BofA data signifies a shift in download trends for both apps, suggesting that the popularity of both is declining or remaining flat at best.
The details: According to the report, the combined download numbers for Faecbook are decreasing three percent in Q3 2019, in comparison to last quarter.
Instagram numbers are slightly steadier than Facebook’s–down nine percent YoY, compared to 15 percent in the third quarter. Per the report, Instagram numbers are still tracking down more than during the same time during the third quarter in 2018. Compared to last quarter, Instagram app downloads are tracking up four percent.
Twitch Released An Apple TV App Public Beta
Twitch is coming to Apple TV. The live game streaming service company announced the release of an Apple TV app public beta test, which is available through TestFlight.
Why it matters: The beta will give creators an opportunity to test the service before it goes live.
The details: To install a beta, the users need to follow five simple steps:
Install TestFlight on an iOS device and Apple TV where you can sign in to the same App Store account.
Open TestFlight on Apple TV. You must be signed in to the same App Store account you used on your iOS device.
Install the app you want to test.
Facebook Is Testing Two New Ad Features
According to Marketing Land, the social media giant is currently testing in-app checkout for Facebook ads, and a new ad unit for Instagram.
Why it matters: Facebook’s goal with the new ad features is to develop a more efficient e-commerce process across all its apps, at the same time creating a more convenient online buying experiences for businesses and advertisers already on its platform, Marketing Land reports.
The details: The two new ad features are a native in-app checkout for dynamic ads, which, if launched, will make it possible for users to discover a product via a dynamic ad and purchase the product from the ad within the app; and organic shopping posts on Instagram ads, which would allow advertisers to turn organic shopping posts into ads via the Facebook Ads Manager.
“These new ads are based on the ways people currently like to discover and purchase products on Facebook and Instagram so the ad design and experience will be familiar,” a Facebook spokesperson told Marketing Land.
Editor’s Note: Our weekly social media news post is updated daily. This installment will be updated until Friday, September 13th. Have a news tip? We’re looking for changes to and news surrounding social media platforms as they relate to marketing. Let us know at email@example.com.
Jewelry retailer Pandora is driving awareness of its new brand vision and autumn collection with a 360-degree global campaign featuring television ads, out-of-home (OOH) and immersive activations in key London locations. OOH sites include ad landmark Piccadilly Lights and 36 large format digital screens such as the Wall at Westfield mall.
To kick off the campaign, Pandora painted an entire street pink in Los Angeles in August.
The next stop on Pandora’s campaign tour was London, where earlier this month it brought to life a large circular structure in the shape of a diamond ring, the jeweler’s logo. While there, visitors sampled the new collection and had their photo taken on the Pandora logo swing. Those who posted their pictures on Instagram were entered into a contest to win a gift card. A branded candy floss cart handed out free treats to guests, adding to the experience. At Pandora’s Covent Garden concept store, consumers enjoyed complimentary manicures and brand biscuits.
Additional activations include ads that will appear on more than 1,100 road and mall areas and five different creative executions of the campaign that run via digital video content in malls.
‘The Pandora Swing Activation is just one element of an exciting 360 global brand re-launch. Experiential marketing has always been at the centre of our strategy, creating mass awareness of our brand whilst giving back to our consumers. It’s initiatives such as these that have led to the recent announcement that Pandora is the most searched jewelry brand online in 2019,” said Jo Glynn-Smith, marketing director of Pandora UK & Ireland.
Pandora’s massive campaign push comes on the heels of customer perceptions that the brand is no longer affordable. “Customers tell us they used to think of Pandora as affordable but don’t anymore. The brand has drifted away from its original position and now we’re trying to move it back to what made Pandora,” chief executive alexander Lacik told Reuters in an interview.
In addition to the brand identity overhaul, Pandora has plans to revamp the design of its 2,700 shops worldwide.
Premium coffee roaster illy has brought its fully integrated international campaign, called “LIVEHAPPilly” to San Francisco, featuring the brand’s global ambassador, Andrea Bocelli. Inspired by the heritage of the Italian family-owned company, the campaign will be splashed on billboards across the city’s financial district, San Francisco International Airport and select Bay Area Rapid Transit stations this fall. Meanwhile, geotargeted mobile, digital and social media ads across Spotify, Hulu, Yelp, San Francisco Magazine, SF Gate and Eater SF will help the coffee brand with pinpointed marketing.
As part of “LIVEHAPPilly,” illy is giving San Franciscans the chance to try its ready-to-drink coffee with sampling programs, available in illy’s seven cafes within the city. Additional initiatives to promote the campaign include a sponsorship of the forthcoming SECA exhibit at the San Francisco Museum of Modern Art and a partnership with AFAR Magazine to showcase winners of its 2019 Photo Awards.
A 60-second video spot to complement the campaign shows a day in the life of Bocelli, who goes from spending time with his family to a concert rehearsal and then finally taking the stage. The spot is an ode to the singer’s “never-ending story to perfect his voice,” similar to illy’s never-ending commitment to delivering the perfect blend of coffee. Supporting videos featuring Bocelli with other notable figures from art, gastronomy, music and design were also created.
Bocelli’s inclusion in illy’s campaign coincides with his upcoming performance on December 5 at the city’s new Chase Center.
Taking its campaign to San Francisco is part of illy’s larger plan to expand its network of branded cafes at home and abroad, specifically in the US. Currently, there are 219 illy-branded outlets outside Italy, 23 of which are in North America. The company has expressed interest in selling a minority stake for the first time in its 86-year history, according to Reuters.
This week in the c-suite, eBay’s CMO Julie Nestor is leaving the position for a role with Hilton Hotels in Singapore, Lacoste hires a new EVP of marketing and branding, both Urban Plates and StockX name their first CMO, former Popeyes Louisiana Kitchen marketing chief Hope Diaz joins Fiesta Restaurant Group Inc. as chief marketing officer and Stephanie Fried leaves Condé Nast for a CMO role at Fandom.
EBay CMO Leaves Role For Position With Hilton Hotels
As reported by CMO, Julie Nestor will be vacating her position as eBay’s chief marketing officer to join Hilton Hotels as VP of marketing and ecommerce for the Asia-Pacific region.
Before Nestor’s 18 month tenure as CMO for eBay she was VP of consumer marketing at American Express. CMO reports that her duties will be shifted to eBay Australia’s COO, Amrita Blickstead.
Urban Plates Names First CMO
Urban Plates named their first chief marketing officer today, according to Restaurant Business.
Steve Greer will be joining the fast-casual restaurant from Xperience Restaurant Group, where he served as head of marketing. Greer has also held marketing positions at Outback Steakhouse and Fleming’s Prime Steakhouse & Wine Bar.
Lacoste Names Marketing EVP
Lacoste has named a new EVP of marketing and branding, reportsMDS.
Catherine Spindler joins the executive team from Vente Privee where she served as chief marketing officer. She will be filling the position due to the appointment of Sandrine Conseiller, Lacoste’s former EVP of marketing and branding, to Aigle, which is also owned by Maus Frères International.
StockX Names Deena Bahri CMO
Ecommerce company StockX has named Deena Bahri as their first chief marketing officer, reportsWWD. She will be tasked with overseeing the online marketplace’s brand and consumer strategy.
Bahri most recently held the position of CMO at Helix. She has also previously served as CMO of Birchbox and held various marketing leadership roles at companies like Reebok and Gilt Groupe.
Fandom Names Former Condé Nast EVP As CMO
Stephanie Fried has joined Fandom as their new chief marketing officer. She previously held the position of EVP of marketing, research and analytics at Condé Nast and worked at Discovery and NBCUniversal prior to that.
Fried will be tasked with deepening connections between the community-driven entertainment site and its audience, as well as “enabling brands and content owners to reach and authentically engage with these audiences.”
Fiesta Names Ex-Popeyes Marketer As CMO
Hope Diaz has been named chief marketing officer at Fiesta Restaurant Group Inc., according to Nation’s Restaurant News.
Diaz most recently served as global chief marketing officer at Popeyes and previously held the position of head of global innovation and guest understanding at Burger King.
The Texas-based Fiesta Restaurant Group Inc. is the parent company of Pollo Tropical and Taco Cabana.
Editor’s Note:Our weekly careers post is updated daily. This installment is updated until Friday, Septenber 13th. Have a new hire tip? We’re looking for senior executive role changes in marketing and media. Let us know at firstname.lastname@example.org.
Shiseido combined technology and beauty to launch a series of experiential pop-up stores in honor of its new campaign, “Red Ginza Street.” Set up across China Duty Free Group (CDFG) key travel retail locations, the pop-ups gave visitors a glimpse of the future of skincare via interactive games, a digital wall and skin consultations.
The campaign, which pays homage to Red Ginza Street, the luxury shopping district where Shiseido was first established in 1872, kicked off in June at China’s Shanghai Pudong Airport and Beijing Capital International Airport.
Its recent immersive activation took place at Haitang Bay, where customers were invited to participate in different checkpoints. The first checkpoint, “Eye See The World,” took customers on a journey from Sanya, China to Tokyo’s Ginza district via an augmented reality (AR) time-lapse video. Next, visitors were invited to share inspirational videos on the pop-up’s digital wall, as part of the second checkpoint, “Eye Set My Future.” At the third checkpoint, Shiseido beauty consultants treated visitors to a skin massage using products from the brand’s new Ultimune collection. With a minimum purchase, the fourth checkpoint, called “Eye Win! Exclusive,” provided guests a chance to win Shiseido branded travel essentials by playing a vending machine game about eye concerns.
The event was live-streamed on CDFG’s Weibo and Yizhibo channels, which marks CDFG’s first time offering a brand high definition live-streaming on its social media platforms.
“The methods of engaging the influential Chinese consumer are always changing, so having a brand partner like Shiseido, who is always on the pulse of the latest consumer trends, is extremely valuable in this industry,” said CFDG director of perfume and cosmetics, Terry Chua.
Earlier this year, Shiseido Travel Retail opened its new global headquarters in Singapore. The new “strategic home” is part of the company’s plan to build on a new three-year plan for 2018-2020 after having resolved structural issues within the business. The beauty industry in APAC is estimated to reach a market size of $26 billion by 2021, and Shiseido aims to leverage that spend through digital acceleration and new technologies with brands under the Shiseido umbrella.
Technology adoption rates for older generations have been growing rapidly in recent years, according to a survey by Pew Research Center. Millennials still hold the top spot when it comes to embracing digital life but since 2012, Gen X and baby boomers have become heavy adopters.
Over 93 percent of millennials own smartphones with Gen X not too far behind at 90 percent, baby boomers at 68 percent (compared to 25 percent in 2011) and the silent generation at 40 percent. Pew Research Center cites a lack of confidence and physical challenges as major reasons why older Americans are still slow to use new technology and engage deeply with online content.
The amount of millennials who say they use social media has remained unchanged since 2012 (86 percent) while the shares of Gen X, baby boomers and silents have increased by 10 percentage points.
The findings show that Facebook use among millennials and Gen X are similar, 84 percent and 74 percent, respectively. Baby boomers and silents have increased their Facebook use by double digits since 2015, with silents growing from 22 percent to 37 percent in the past four years.
Across all generations, more than half of respondents said they use the internet—nearly 100 percent of millennials, 91 percent of Gen X, 85 percent of baby boomers and 62 percent of silents. Respondents who use the internet solely on their smartphones include 19 percent of millennials, 17 percent of Gen X, 15 percent of silents and 11 percent of baby boomers.
A majority of millennials, Gen X and baby boomers surveyed said they subscribe to broadband service at home compared to fewer than half of silents (45 percent) who said they do.
Tablet ownership is comparable across most generations, with 55 percent of Gen X, 53 percent of millennials and 52 percent of boomers. Only 33 percent of silents own tablets.
Attitudinal changes about the internet’s impact on society were also revealed.
Sixty-nine percent of Gen X believe the internet has been mostly a positive thing for society compared to 80 percent in 2014. This view of younger adults has remained more consistent with those ages 18-29 saying the internet has been mostly good for society compared to 79 percent who said so in 2014.
The survey is based on telephone interviews conducted from January 8-February 7, 2019 among a sample of 1,502 US adults, ages 18 or over.
During this episode of “Marketing Today,” I interview Phil Harvey, chairperson of DKT International, a nonprofit family planning and A.I.D.S. prevention organization. Harvey is also a major shareholder of PHE Incorporated, the holding company for Adam & Eve, an online and mail-order company that sells products for a better sex life. In addition, he’s the founder of the DKT Liberty Project and an ardent libertarian. Even at his current age of 81-years-old, he still has a few goals left on his list.
We talk about his early years starting a business and a nonprofit organization simultaneously, and how the charitable actions that come out of PHE are mostly individually based. Find out how DKT supplied contraceptive products to 44 million couples in the developing world last year, and why that matters in a global market.
He explains why he believes competition is the heart of the capitalist society. He also shared the backstory on his legal battles for liberty that ended up costing around $2 million and the attacks that he faced due to sex-related product sales. And probably most important and impactful to me, is the story from his time in India that illustrates why integrity is so important to Harvey.
On why he believes companies shouldn’t force themselves to appear to be charitable, Harvey says, “I am generally opposed to trying to turn a commercial corporation into some kind of brand for saving the world. I don’t think it is appropriate. It is a distraction and doesn’t work very well.”
Meanwhile, on the simplicity and scalability of social marketing, not to be confused with social media like Facebook and Twitter, Harvey explains “social marketing in this context means the use of commercial marketing techniques to achieve social ends.” Find out why Phil Harvey believes that advertising is blamed for various societal ills. However, he notes, “I don’t agree that marketing, particularly when you use that term, is a troublesome term in the nonprofit world.”
Highlights from this week’s “Marketing Today”:
How is Phil different from the man he was in 1961? (02:30)
How has Phil used commerce to do good in the world? (05:56)
Why did he create a business and a nonprofit business at the same time? (13:01)
Phil explains the social marketing of DKT (26:14)
Did Phil face marketing resistance in the nonprofit space? (40:28)
What does Phil think about the state of business today? (52:05)
Phil discusses how many of his legal battles that have made it all the way to the supreme court. (55:00)
Where does this fighting spirit come from? (1:01:43)
Is he thinking about retirement anytime soon? (1:09:55)
Is there an experience in Phil Harvey’s life that defined who he is today? (1:11:39)
What fuels Phil to keep going in his career and life? (1:15:42)
Are there brands or causes that he thinks we should pay attention to? (1:17:21)
Where does Phil Harvey see the future of marketing going? (1:23:28)
Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.
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