SHOPPING WITH GOOGLE GLASS
After nearly a year of eager anticipation, during which I annoyed my coworkers with my endless declarations of love for all things made by Google and of glass, I finally received my pair of Google Glasses. Like all great romances, this is a story of love, deception, greed, lust, and unbridled enthusiasm – some of those things more than others.
If I’m being honest, I felt a little awkward wearing them out in the public at first (I got some looks; mostly full of confusion, but with a little bit of ridicule mixed in), but then I experienced the magic first hand. I was at the aquarium with my three year old daughter, and for the first time I wasn’t distracted by my phone every three seconds; my head was up and my eyes were on the bizarre and beautiful underwater world in front of me. To read more, click here…
Everybody loves a secret, especially if you’re in on it—that’s just human nature. Like “Animal Style” at In N Out Burger—secret menu items are invented by shoppers, passed on by word of mouth and shared socially. Being “in the know” allows them to be an insider to the world of the brand and forms a bond that only a secret can make. Go ahead, #HackTheMenu.
What secret or other insider access can strengthen your shopper’s relationship to your brand/retailer? Do you have other examples of community-sourced engagement has elevated your shoppers’ experience and loyalty? #MarsTalk
C-STORES HIT RECORD SALES IN 2013
U.S. convenience stores reached record in-store sales in 2013, with sales climbing 2.4 percent to $204 billion.The convenience store industry’s in-store sales have seen rapid growth over the last decade, as consumers seek out more food and beverages on the go.
Convenience stores account for 34.3% of all retail outlets in the United States, according to Nielsen, which is significantly higher than the U.S. total of other retail channels including drugstores (41,378 stores), supermarket/supercenter (37,459 stores) and dollar stores (24,853 stores).
On-the-go food is a growth area across the board. Starbucks introduced new snack items on its menu to compete with Fast food chains. Taco Bell and Burger king have revamped breakfast menus as they realize the importance of that day part. #MarsTalk
THE WORLDS TOUGHEST JOB
How do you get nearly 9 million free impressions in just 2 days? Take a look at one of the hottest videos on the web and find out:
SPOILER ALERT: while we won’t share too much, the approach is really smart. 1) It defines a clear target, 2) Identifies a problem or barrier that needs solving 3) Knows that shopper behavior may not be in a store, 4) Recognizes that entertainment is key to engagement, and 5) Gives media outlets a reason to re-broadcast it (for free), as was done on “Good Morning America” on 4/16/14 – leading to more views, more shares, and so on, and so on.
Most marketers recognize the power of social media – especially those who want to connect with Millennials. But most lose sight of the fact that they need to give the consumer a reason to care and a reason to share. Lesson #1: Let your brand be the enabler, not the star. #MarsTalk
CREATING GREAT BRANDS
What separates a good marketer from the rest of the pack is an unlimited amount of empathy. Try to approach the world through a child’s mind and have an insatiable curiosity. Ask “why” whenever possible. Questioning things will give you empathy for people in these situations. As a result, you’ll start to discover the best way to create an impact. Take a look at this interview with legendary designer Michael Wolff and then ask yourself, are you asking why?
Having empathy is central to what we do as shopper marketers. It’s what helps us identify the levers that can motivate purchase and solve a shopper’s problem. Tweet your thoughts. #MarsTalk
JUST FOR FUN: 10 WEIRD THINGS TO DO WITH PEEPS
A little Easter fun … driving growth through new uses, perhaps? #MarsTalk