Kid Around

CRUNCHY NUGGET:  Today’s post is an idea I’d like to share with anyone who deals with Moms, New Moms, and/or Parents, as a target.  Just recently, I joined SitterCity.com.  It’s a web site that helps connect parents in need of care with sitters in their area.  You pay a fee and get to post a job, review candidates, as well as search among a pool of sitters — choosing among lots of filters in order to get the best matches.  So as a member/email opt-in, I received an offer in my in box from their “partner” last week, Yoplait GoGurt.  The email let me know the benefits of GoGurts, as well as the opportunity to win a back to school pack (see image) if I was fast enough to be among the first five emails received by a Sitter City address.  The email ended with GoGurt’s Facebook and Twitter account links.

Now…Why am I sharing this, for the love of lunchboxes?!  Because…someone, sometime soon, will have a brand that targets Moms.  Moms with kids who are of an age where they need a babysitter.  I have friends who work on brand-name pacifiers and baby products.  I have friends who work on nutritional products for kids.  I have friends who work on kid-friendly snacks.  All of these peeps should think about a partnership with Sitter City.  It’s an interesting, credible web-centric partner who reaches oodles of busy Moms.  Now unfortunately, in the About and Media sections, their site does NOT provide exact database numbers (to let you know what to expect in terms of reach).  But I’m sure they’ll share.  And they have market-specific versions, in case you need to go more localized.  This is the kind of under-the-radar partner I would have been calling/emailing/reaching out to if I had a kid-Mom-parent appropriate program or product that needed a lil’ help from a partnership.  Whether it was to extend reach or to supplement a program or to find something unexpected.

OK, that’s my share for the day.  Use or not use.  Explore or ignore.  No worries, either way.  Phew, I’m glad I got that off my mind/chest/email inbox!  Now run, run with this free idea!  TASTY TREND:  Today’s Parents

Mirror Mirror

FRESH IDEA:  Any woman who’s ever purchased make-up knows that if you go to a higher end store and are prepared to pay a little more, you’ll at least have the opportunity to try before you buy.  You can even get help from a real sales associate.  But if you choose to buy off-the-shelf cosmetics in a drug store, or grocery store, or mass merch, there’s no trying before buying.  You pay less, but you take a chance.  That’s life.  And depending upon the store’s policy, you may or may not choose to return it.  Which isn’t so great for the store, as they cannot sell a used HBA.  But alas, this process is getting a makeover, according to a Wall Street Journal article this morning, thanks to new technology.

EZFace is a company providing technology that facilitates virtual makeovers using the consumer’s image and product bar codes.  Walmart is among the retailers currently testing out the system with 40 kiosks in 10 of its stores.  You simply choose make-up (in packages), step up to a kiosk with a mirror, have a photo of your image taken, scan the products you’re considering, and then have these products “placed” virtually onto your image — simulating actual testing/usage.  You can then print the image out, email it, or post your “makeover” to Facebook if you’d like to gather others’ POVs on your new look.  This software in a similar form is also being used online by Maybelline, L’Oreal, and Garnier.  It works for make-up and hair color.  Pretty cool!  And not only does the consumer benefit, but it gives the retailer/brand the opportunity to engage with the consumer, deliver product experience, and ideally, drive a sale without return.  It’s also said to be relevant to spas and salons.

Here’s the article’s URL in case you want to give it a peek:  http://online.wsj.com/article/SB10001424052748703700904575391213196820750.html

Feeling pretty today?!  I certainly hope so, as we’re heading into the weekend.  Hope yours is fab and fresh…just like a good makeover!  TASTY TREND:  Experiential Traditional

Crunchy Locator

FRESH IDEA:  A former colleague and totally excellent crunchy nugget sharer Danielle P-M. mentioned this application after I FB’ed my review of this new product as my status.  It’s Pretzel M&M’s and their Facebook locator application.  And despite how I feel about the new M&M’s (which is “meh, not so much”), I do really, really like this app.  It’s one of those crunchy tactics that I seem to keep sneaking into concepts, hoping someone will bite.  Anyway, that said, let me share and inspire — maybe you could see a similar execution through.

As part of M&M’s Facebook page, they have a tab dedicated to the newest addition to their portfolio:  Pretzel M&M’s.  The tab brings you to an application that helps you locate where they’re currently being sold through a Bing-fueled map.  Click on a map of the US or enter in a zip code.  See orange M&M’s used to “pin” the locations, with the retailer noted along side.  But beyond this practical use, what I love is the wiki-interactive functionality.  You can also add an orange M&M to indicate where YOU found them on the map (so maybe it’s a local Mom & Pop versus a major retailer).  And you can also post your comments/reviews.  Indeed, yes — if you plug in my zip code 07960, you’ll see my “not so much” review — which continues to live and hasn’t been pulled.  Gotta love transparency that comes with allowing consumer interaction.

Me, I’d love to see this not just for a new product launch.  But also for one looking to gain distribution.  Or one that’s in the process of ramping up their distribution and relying on word of mouth.

Again, a shout out of thanks to Danielle P-M. for sharing (woot-woot = W&W in the spirit of M&Ms?!)  And no thanks, Pretzel M&M’s are way down on my list — much like Crispy and Mint *ick.*  They are NO Plain, Peanut Butter, Peanut or Almond which all ROCK!  (Yes, listed in personal order of preference.)  TASTY TREND:  Here and Now; Socially Acceptable

Snack Facts

CRUNCHY NUGGETS:  I’m taking it as a good omen for the week that I found new snack facts to share with you.  (Gotta love talkin’ about snacks, right?!) Just in time for back to school and revisiting daily menus, the Food Channel, along with CultureWaves, Mintel International and the International Food Futurists, have released the top 10 trends for snacks.  And from this list, there seem to be three, overarching behaviors –giving them my own lil’ POV.  Grab your favorite bite-sized foods and give these crunchy nuggets a nibble…

It seems that people are choosing healthier.

Fruit – Think locally grown, locally sourced, and include non-traditional offerings in the mix and you’ve got yourself a trend.  Most surprisingly, fruit is the #1 snack food for kids ages two to seventeen!

Chips & Dip Choices – Better for you options and spicier choices are on trend, like hummus with falafel chips and pretzel crisps.

Better Beverages – Sodas and Energy Drinks are out.  Teas, organic waters, lemonades, and anything with fruit and antioxidants are in.

Nuts – Their health benefits are also being pursued by the handful, in combination with granola, fruits, and unique flavor mixes (e.g., .smokey, vanilla, dark chocolate, and pomegranate).

Yogurts – What’s on trend are different types of yogurts from other parts of the world, including Greek and Icelandic.

People want convenience and portability.

Small Snacks – Itty bitty wraps and meals in a few bites that deliver protein are being grabbed up.

Custom Bars – A granola bar is just a granola bar…But the trendier versions are specifically being made just for women, or just for kids, or gluten free, or non-GMO, or dairy free.

And lastly, it seems that people are trending toward flavor-filled options in snacks.

Sweet & Salty – Whether it’s a vending machine selection or a home made combo, snack trends are now fulfilling this dual-craving.

Bolder Flavors – It seems that not just some, but most like it hot (and spicy)!  Doritos was the example shared as offering its snackers first, second, and third degree burns in flavor choices.

Comfort Me – Nutrition pushed aside, nostalgia is still on-trend in snacking.  Whether it’s Twinkies or Little Debbie or TastyKakes.

Hey, another takeaway is that crunchy nuggets are always good for you, flavorful, and convenient, i.e., SO on trend!  Hope you enjoyed your brain snack for today.  TASTY TREND:  Snack It, Snack It Good; Health and Wellness

Checking In

CRUNCHY NUGGETS:  Earlier this week, Facebook announced that they’re adding a Places feature.  It will allow users to “check in” to a location, and publish their status on their FB news feed.  Preview users at TechCrunch are calling it not-so-user-friendly, but that’s just a lil’ aside.  Why it’s so interesting is that it’s giving a location feature to the masses.  And for my nay saying peeps who just don’t get why anyone would want to check-in anywhere, or earn badges that mean nothing, let alone why a marketer would care (wow…such a Debbie Downer on a Friday!), I thought I’d share a few cool, new examples of how check-in’s and badges are creatively being used for brands.  Check these out…

Zagat – The well known food rating, places-to-eat-finding hub has now seamlessly combined their to-go mobile app with Foursquare.  Make reservations, go out to eat, check-in, read reviews, email friends, and see photos of meals posted as Zagat has integrated multiple applications and features in with their check-in feature.  Of course, in true Foursquare style, you can earn foodie badges, as well.  Right now, Zagat is the leader in total number of followers on Foursquare.  According to Mashable, the top 25 brands with the most followers on Foursquare currently fall into three categories:  TV shows or Networks; Newspapers, Magazines or News Sites; and City Guides (Zagat falls into the third category).

Still not buying it?!  Wow, you are one, Negative Nelly today, geez!  Then how about easing into the world of badges with these two, clever program examples that reward consumer behavior…

Whole Foods – Just announced the release of its healthy lifestyle “mission app” for iPhone and iPad.  In addition to healthy eating tips and nutrition info, users can earn badges for choosing (and one would assume, eating) better-for-you-better-for-the-earth-foods.  Example badges include the “Organic Avenger,” for organic picks, and the Local Yokel” badge for locally sourced foods.

Molson Canadian Seize the Summer – And if you like driving consumer behavior quickly and would like to dabble in badges, say hello promotion just like Molson did this summer.  Delivered as a Facebook app, users could earn “summer awesomeness” badges for doing typical (and some, just funny), summer fun activities.  Reported on the honor system.  Activities included getting a sunburn, BBQing a variety of meats, canoeing, even eating tiny donuts, wearing shorts, just doing nothing, etc.  All stuff that is seemingly in line with what a Molson Canadian drinker would enjoy.  As you claim that you’ve earned a badge through the app, you’d receive an email to confirm, and it would appear in your FB news feed.  Earning badges would drive entries into a weekly sweeps to win one of 16 Canadian trip packages (music trip, sports trip, attend a festival, etc.).  The program started this past June and ends on 8/27.

What’s nice about badges, in general, is that they provide a social currency that lets users identify and show the world how they feel, who they are, and what they care about most.  So even if you’re not into the whole check-in thing, badges are a cost-nothing, cool means of driving loyalty and word of mouth.

Feeling a little bit more optimistic and inspired?  Of course you do!  That’s my good reader!  Hope you have a weekend that’s equally as sunshiney and fulfilling.  Go out and earn a happy person badge!  TASTY TREND:  Socially Acceptable;  Here and Now

Posh Partnership

CRUNCHY NUGGETS:  As my loyal crunchy marketing nuggets followers know, Target is simply amazing at forming interesting partnerships.  And this week’s addition is another demonstration of their fresh thinking: it’s a partnership with Gilt Groupe.  Slip into something cute and fashionable and read on…

As mentioned in a February post in this very web site, Gilt Groupe is an “invitation only” fashion site.  They host “flash sales” where a luxury designer is featured for a limited time, selling off merchandise at crazy-good prices.  As a member, you get a heads-up email letting you know what’s coming up, and then access to purchase. You have to act fast as quantities are very limited.

Target has chosen to preview its three, newest fashion designers via Gilt Groupe, including: John Derian, Tucker and Mulberry.  The sale kicks off this Friday 8/20 and lasts through the weekend.  Target is helping its own group of fashionistas to gain access through its web site, offering registration for Gilt Groupe, along with a $10 credit.  And by the way, note that “invitation only” is simply “window dressing” (pardon the pun) as it’s meant to create a feeling of exclusivity — when in reality, you basically register, get the email confirmation, and pretty much anyone can go ahead to buy.  But regardless, it’s still a really cool way of reaching a fashion-designer-bargain-loving crowd for a limited frenzy to create buzz.  A Mass Merchant aligning its brands with a channel known for luxury, high-end designer pieces.  Nicely done, Target!  Love it.

Here’s the link to Target’s registration page:  http://style.target.com/tag/gilt-groupe/

The dress shown is a little too short for my taste.  But the plates are kinda cute, right?!  Maybe I need to jump onto the site this Friday…hmm..?!  TASTY TREND:  Partnership Power

Real-ity Estate

CRUNCHY NUGGETS:  So I’m out of the NYC/Metro area bubble, observing, nugget-seeking.  Trying see the differences in consumer behavior, retail spaces, etc. And alas…I read a recent Wall Street Journal article that had me focusing in on the real estate, aka real-ity estate situation here in a vacation destination.

We’ve been coming to our family vacation spot of choice for the past 10 years, during which this tiny North Carolina coast island has experienced a tremendous housing boom.  Years ago, construction seemed to be everywhere — hammers hammering, contractors contracting, even a big ol’ Lowe’s went up just off island.  Keep in mind the nearest Walmart is about forty minutes away by a Marine base.  So adding a Lowe’s was pretty meaningful.  Flash ahead to 2008/2009, huge difference.  No more construction. Lots of abandoned projects. And then stroll down the beach to this year, summer 2010, and there is just TONS of for-sale-inventory.  Our rental home is literally surrounded by two beachfront homes, both asking well over $1 million.  That’s what’s happening here on our Atlantic coast stretch of vacation land.

According to the WSJ, not only are vacation homes up for sale — they’re getting smaller.  Reasons include:  cost — more attractive to buyers; maintenance — easier to come and go with minimal need to tend-to the home while you’re not in it; and value — it’s not just about big homes with tons of land, it’s about amenities, great views, and the feeling of a planned community. It’s interesting as the million dollar plus homes I mentioned around our rental are HUGE.  Particularly as they’ve both been on the market now for almost a year.

Hey, I’m getting ready to head home so I’ll be packing the crunchy nuggets back up.  Hope you have a good weekend!  TASTY TREND: Recession Obsession Year Two

Wise Words

CRUNCHY NUGGETS:  Greetings from my beach vacation.  You know, vacation at the beach is a lot like pizza — even when it’s just OK, it’s still pretty darn good.  Inspired words, no?!  Speaking of inspired words — and pizza, for that matter — I wanted to share a cool program.  It’s Domino’s latest, crowd sourced contest called Pizza Proverbs.

A proverb is a “short statement expressing an observation or principle that’s generally accepted as wise and true.”  Domino’s is cleverly leveraging proverbs in its current contest.  In 100 words or less, they’re asking consumers to write truisms about pizza and its ingredients.  Here’s what makes this program — like pizza — so good…

• Simple – Nothing to upload, nothing to capture or choreograph.  Just write and enter.  And be clever, of course.
• Share Options – Every entry is given an option for readers to Tweet it or Like it on Facebook.  Nice, organic word of mouth to support the program.
• And did I say simple?! The eight winning phrases (as chosen by a panel of judges) will be printed on pizza boxes.  That’s it.  No fancy final voting rounds, no crazy prize packages.  The total number of “Likes” counts only in the event of a tie.  And the winners get straightforward “thanks so much for being clever” acknowledgment/fame on Domino’s “packaging.”  Nice!  The program ends in October this year.

A good blog post often ends in extra cheese.  Crunchy marketing nuggets are best when delivered fresh.  Hey, I could get into this proverb thing!!!  Enjoy!  TASTY TREND:  Traditional Experiential

Happy = Experiences

CRUNCHY NUGGETS:  Greetings from the beach!  I read an interesting article in the New York Times, and no surprise, as I type this post the article is now the #1 emailed article on their website.  The article is about consumers’ current spending habits, and what kinds of purchases that make consumers happiest.  A few interesting nuggets include:

Calculated consumption – According to NPD Group, consumers are no longer spending without regard, aka “conspicuous consumption.”  Rather, they’re saving more and making more considered purchases, aka “calculated consumption.”  Taking your time, thinking about a purchase and saving for it is said to make you feel better about it — instead of a quick, impulsive purchase.

Vacation vs. Couch – The article also talks about research around what kinds of purchases make consumers happiest.  The category found to have the strongest impact on consumers’ positive feelings was Leisure.  And that experiences make — and keep — consumers happiest.  So basically, if you’re faced with the decision:  buy the couch or go on vacation, research indicates that you’ll be happier, longer term, with the experience of going on vacation than owning a new couch.  You can think back fondly about the vacation and its memories — while a couch…not so much.  I guess it also depends upon the state of your couch that needs to be replaced!?!?!

As marketers, these findings present an interesting challenge in how to create “experiences” out of our brands.  Particularly for mundane CPGs.  It makes engagement all the more interesting and important in delivering happiness to our consumers.

Here’s the article’s URL if you want to give it a quick read, it’s interesting:  http://www.nytimes.com/2010/08/08/business/08consume.html?pagewanted=1&ref=homepage&src=me

I’ll be here at the beach — hope your day is just as sunny and enjoyable!  Look at me…enjoying an experience.  And I must say, this place could use new couches.  TASTY TREND:  Traditional Experiential