Leap It

CRUNCHY NUGGETS:  Happy Leap Day to you!  I’ve got the balloons out in the blog post to make it look festive –nice, right?!  Leave it to marketing folks to turn a unique, once-every-four-years day into a reason to talk about your brand.  I love it!  Here are some of the ideas I’ve seen.  I have not included the numerous free shipping and 29% off deals, nor the creative headlines and subject lines.  Rather, I’ve chosen to focus in on some of the more brand-activating and buzz worthy.  Feel free to save these ideas for the next go ’round in four years…

Many happy returns: Zappos — But anything on Zappos.com on Leap Day and get four years to decide if your merchandise is a keeper.  Zappos typically offers a one-year-365-day return policy, and they are known for excellence in customer service. So nice little PR, service-slant idea/offer.

Pah-leassse…just one more day: Disney — Disney Land and the Magic Kingdom are making families’ dreams come true by keeping the parks open for 24 hours — 6am today until 6am on March 1st.  It’s a nice, feel-good offer that clearly takes a uniquely timed day and makes it more magical.

Happybirthleapyearday:  Outback — With over 1.7 million Facebook fans, Outback has chosen to celebrate one of their fans’ birthdays today — her name is Jenn, she was born on Leap Day, and her picture is now up in their profile shot.  Become a fan of Outback and post a birthday wish to Jenn on the Outback page, and get entered to win one of four, once-a-month Outback celebrations for the next four years with Outback (i.e., until the next Leap Day).  Four years worth of free food once a month!  Nice means of positioning Outback as a monthly-let’s-celebrate destination for consumers.

You can google leap day offers and you’ll see the numerous codes and percentage savings and freebies (including free cookies at Subway, yay free cookies!).  Hope your day is leapin’ good!  TASTY TREND:  Brand Activators, Socially Acceptable

Trendy, Edible Nuggets

CRUNCHY NUGGETS:  If you read my blog regularly, you know that this girl loves talking about food trends.  I’m not quite sure why…it’s not like I’m someone who loves to cook or eat.  But I think they’re fun, and interesting, and sometimes a little strange.  So when I read about the top 5 food trends coming out of this year’s Winter Fancy Food Show, I had to share.  How about adding to your grocery list…

“Ancient Grains” — I’m sure you’re familiar with quinoa and flax, but how about amaranth and chia (like the pet), and other “centuries-old” grains.  They were showing up in everything from pasta to side dishes to snacks.

Pickling — Not just cukes, but peas, beets, cherries, apricots, raisins — an array of fruits and veggies all jarred up together.

Nut Drinks — As a fan of almond milk I can relate…Almond water and oat shakes, and a variety of other beverages made from nuts and grains and seeds.

Gluten Free — It’s here to stay, good news for those with tummy troubles.  Lots of upscale choices were tasted at the show, like high quality flour and granola with dark chocolate.  And lastly…

Coconut — In waters and oils.  If you’ve ever tasted coconut water, it’s very different from the sweet coconut you may know.

Here’s where I read these fancy tid bits: http://foodspring.com/content/top-5-trends-from-the-fancy-food-show/

What do you think: any of these foods strike your fancy?  TASTY TREND:  Fun Food & Flavors

C & Social Pairing

CRUNCHY NUGGETS:  Just in time for the weekend, I’m ready to fill your brain up with two tasty tid bits.  They’re phrases I just read about today.  So go ahead and open your mind to the nuggets, I’m about to pour them in…

Gen C — You’re all familiar with Nielsen, right?!  (Even cave dwellers know Nielsen, please.)  Nielsen and NM Incite just released a study on US media consumption, specifically calling out “Generation C.”  Who is Gen C and why call them that?  Well, thanks for asking…They found that Americans 18-34 make up 23% of the U.S. population, yet they represent an outsized portion of consumers watching: online video (27%), visiting social networking/blog sites (27%), owning tablets (33%) and using a smartphone (39%).  So the “C” stands for “connected.”  Media consumption, in general, is trending towards multi-tasking — meaning, not just watching TV, but watching TV while on the internet, or a smartphone, or a tablet.  And so Gen C is definitely part of this trend, and poses a challenge for marketers in terms of finding the right time, right place, right channels for messaging.  Gen C — got it?  OK, great. Moving on…

Social Pairing — The NY Times talked about it today in the context of finding someone to sit next to on an airline.  And then one of my favorite trend sites, PSFK, shared a whole host of other examples.  Social Pairing the act of bringing people together based on matching through social network profiles (likes, demos, interests, etc.).  How is it being used?  Again, you’re just good about asking just the right questions…Travel — European airlines such as KLM are allowing passengers to choose their seat mates on flights before the date based on LinkedIn information (funny, but LinkedIn would never tell you if the other person is an arm-rest hog or a snorer, hmm).  Events — Ticketmaster is letting folks tag themselves so when their friends go to find seats, they can find their companions.  Farmers Coops — Matching up singles to share leftover food.  Neighbors — There is a network called Nextdoor that literally lets you and your immediate neighbors share reviews on local resources.  There are more examples, but you get the idea.  If you need, here is the URL: http://www.psfk.com/2012/02/social-pairing-sxsw.html.  OK, Social Pairing, got it?  Great.

Hey, I hope your brain feels good now with a lil’ more smarts tucked inside.  Feel free to use both in conversations over the weekend, try ‘em out.  Enjoy!  TASTY TREND:  Socially Acceptable;  Here and Now; Multi-Tasking Media

Skirting Economic Issues

CRUNCHY NUGGETS:  In past blog posts, we’ve talked about real-world economic indicators.  When sales go up, the economy is not doing so well — like sales of lipstick and nail polish, for example.  I just read today about another unusual, yet very female-centric economic indicator: hemlines.  Apparently, the higher the hemline, the better the economy.  This index originated way, way back in the 1920s, with the premise that shorter skirts meant more money to purchase silk stockings.  Therefore, women were more likely to want to show their legs during better economic times.

To see if this is still true, a Hemline Index study was conducted by Business Insider, based on the latest trends seen during NYC Fashion Week, just this past week.  They chose the 25 most influential designers based on artistic influence and most commercially viable companies (i.e., most likely to have their designs go to the masses ala Target and other partnerships).  The results?  80% of the designers from Fashion Week included in the index, indeed, had shorter hemline lengths than a year ago.  Interesting considering how stockings no longer play a role in whether or not women want to show more leg.  Now, keep in mind that others have taken a look at this same index, and have concluded that there is a three to four year delay between the rise and fall of the skirt versus the economy.  That said, we’re not talking micro mini just yet.  And it may also explain last year’s summer trend of maxi skirts and dresses.

So whether you believe it or not, it’s an interesting thought in taking a consumer “pulse check.”  And p.s. As a woman older than forty, good economy shmonomy.  My hemlines will be staying age-appropriate, thank you.  TASTY TREND:  Recession Obsession; Recession Rebound

Election Year Themes

CRUNCHY NUGGETS:  Hey, Happy Valentine’s Day!  Hope you’re enjoying heaps of chocolate today.  This year is a big one, US politics-wise with the presidential race in play.  So it’s not surprising to start seeing “vote” themed programs, as well as one truly political statement.  Put down the heart candy, step behind the curtain and into the booth, and give these nuggets a peek…

Top Cheese — About two weeks ago, I saw a display in my Stop & Shop grocery store.  It featured miniature Cheez It boxes with three different types of cheese flavored Cheez It crackers inside.  The box encourages you to Vote for the Top Cheese.  So go ahead and sample the crackers.  And then go online to vote for your favorite flavor (or candidate, I guess).  The person who “supports” a particular flavor the most can win either a four year supply of Cheez Its (length of a political term) – or – a one year supply as one of seven, runners-up.  Now…what I like about this program is: 1. The translation of the promotion to the “sample” boxes.  Great way to get consumers to try different flavors, share what they liked best.  Oh, and pay for thes samples.  And 2. That it lives on Facebook — great way to share it and drive interest.  Now, what I don’t like about it:  1. There are actually eight flavors “running,” so there is no incentive to try all eight — to me, that’s a missed opportunity.  2. Holy supporters!  My one measley vote for Pepper Jack pales in comparison to the leader who has over 10K votes in already, geez.  Now, I’m guess this is a sweeps pro (aka a sweeper), and seeing a sweeps pros in action feels like “why bother” to a plain ol’ consumer like me.  Sure, he may be a fan, but chances are, he’s a pro and has a system in place to ensure that he wins *gah!*.  OK, so onto the next campaign-like program…

GetTheDoughOut.org — Ben & Jerry’s has NEVER been shy about supporting causes.  And not just the research/illnesses/animal/feel good kind.  But rather, they go right to major political issues.  Their latest effort comes in support of getting corporations out of American politics.  Their email to their database talks about their love of their own cookie dough flavor, but distaste for “dough” in politics.  Whether or not you agree, they link you to a site where you can sign a virtual petition in support of overturning the Supreme Court’s allowance for corporations to give to politics and influence elections.  Which is kind of ironic coming from a brand, right?!  But nonetheless, it once again shows: a. Ben & Jerry’s bold views. and b. Reasons to talk about a brand in an election year.  This is wrapped with an opportunity to come into their Scoop Shops and get a free cone today of the American Dream flavor.

Okeedoke.  That’s all I’ve got for you today.  Whether or not you’re celebrating this “day of love,” hope you enjoy it.  Again, great excuse to eat lots of chocolate!  TASTY TREAT:  Elect to Market

Pins, Pins, and More Pins

FRESH IDEAS:  Pinterest, Pinterest, PINTEREST!  I just can’t seem to go a day without reading something about it, or seeing an interesting way that a brand is using it.  Here’s what I pin-spotted just this week….all in honor of Valentine’s Day…

Threadless Vday Challenge:  One of my favorite, incredibly social, terribly experimental, online retail sites, Threadless has a clever promotion.  It gets you to consider their shirt designs, express yourself, and potentially win.  Here’s how:  Make a Pinterest board titled “Threadless Vday challenge” specifically for your Valentine.  You’re supposed to share  why that person is so great in the board’s description.  You then add 10 pins to the board that “would make great gifts for your special person.”  And not surprisingly,  at least 5 must be Threadless products (ah, clever marketing!).  Email a link to a Threadless contact that shares your board by this Sunday.  And one lucky winner will get $200 in amazon.com and Threadless cash.  Nice way of getting consumers to browse your products, actually consider products (’cause you may even buy one), and the advocate through repinning.  Cool!

Free Valentines from Toys R Us: I actually saw this idea through a tweet on Toys R Us’ Twitter account…On Pinterest, Toys R Us has a Valentine’s Day specific board.  Among the pins are click-and-print free Valentine’s cards (Hello, Kitty).  When I shared this idea with my digital creative peeps, they liked it…seemed fun and easy to develop.  I could imagine this idea for fun place cards, trading cards, lunch notes, fun coupons, etc. etc.  Nice, right?!

I swear, I’ve told my team that I feel like  broken record sharing so many Pinterest posts and articles lately.  But alas, Pinterest is this year’s instagram (2011 shiny object) and Foursquare (2010 shiny object).  And if this helps to inspire, feel free to share or pin these ideas, I’ll keep ‘em coming.  Hey, hope your weekend if like a good Pinterest board: filled with things you love most.  TASTY TREND:  Socially Acceptable; Social Curation

Like = Offers & Community

FRESH FACTS:  By now I’m sure you’re aware that consumer likes on Facebook typically mean “I like your brand enough to know when you’ve got a good deal or a promotion going on…”  (Wow, that feels so not warm and fuzzy!)  But a new take-on what consumers expect when they like brands was just shared by the CMO Council and eMarketer.  If you take a look at the inserted image/chart, you’ll note that first and foremost, 67% of consumers expect exclusive offers for liking brands.  OK, we knew that.  But then take a peek at #2:  “interact with other customers and share my experiences” (60%). Huh!  Promotions, sweepstakes used to be noted second.  But it seems that promotion now lives at #3 at 57%.   And consumers actually want to find alignment with other people “just like me” on Facebook.  Who knew?!  Well…now you and I do!  Another good-to-keep-in-mind handful of nuggety stats for when you’re thinking about a content strategy for Facebook.  By the way, these survey results are from fourth-quarter of last year.  So they are very fresh…love that!  Feel free to quickly seal them up in your crunchy marketing nuggets air-tight container.  TASTY TREND:  Socially Acceptable;  What They Really Want

Love vs. Don’t Love

CRUNCHY NUGGETS:  Eight days.  That’s basically what y’all have to get your acts together around Valentine’s Day 2012.  My Husband has asked me what I’d like to receive, gift-wise, and I have given him no response…hey, I’m picky and I need time to think.  But excuses aside, I just read the results of a survey that may help in determining what NOT to buy for your true love.  Now, the study was done in the UK, but I think it has tons of relevance to US females.  So that’s why I’m sharing.  Sort of as a public service meets crunchy-nugget-huh-that’s-interesting share.  Get your pen and paper ready and make note not to buy:

#1 on the list = Household appliances:  Now, I get that a really good stand mixer or blender can cost a few hundred dollars.  I fully understand the value.  But according to a survey, women don’t want to be reminded about household chores and prefer not to get appliances as a token of love.

#2…Lingerie:  Forget Victoria’s Secret and listen in on this secret:  according to the survey, women don’t want undies because men typically buy two sizes too small or too big for their ladies.  Sounds uncomfortable.

#3…Cash:  Nothing says “I couldn’t get my act together” like a card with cash in it.  Very impersonal and very not wanted by women.

#4…Quickie-Pick-up Flowers: They look DOA when given.  So according to the poll, they are not appreciated despite the “spontaneity” they seem to be purchased under.  And lastly, forget…

#5…Chocolates: Yes, traditional candy makes the list as women just don’t want the extra pounds.  Hey, I’m not kicking any chocolate to the curb.  But I get that a big ol’ box can feel like a lil’ too much of a good thing.

Coming back States-side, According to the National Retail Federation, American men are actually most likely to spend their money on Jewelry and Gift Cards for their Valentines.  None of the list items, *phew!*  So there you go…Now get your cards and your gifts while you can!  Go on, stop reading and go!  TASTY TREND:  I Want, I Need

Big Game Nuggets

CRUNCHY NUGGETS: The “Big Game” — OK, I’ll say it — Super Bowl — is on this Sunday.  As you’re preparing for the festivities, you may want to load your brain up with these interesting tid bits.  Nuggety insights to share, to use for small talk, to impress your fellow party-attendees, etc.  Did you know that…

• More, more more: According to BIGinsight, 173 million people will watch the game, up from an estimated 171 million last year.
• And even more: The average game-watcher is expected to spend $63.87 on related merchandise, apparel, and snacks, which is also up from $59.33 last year.
• Snacking for good: Super Bowl is the biggest event of the year for carrots!  Carrots are consumed and purchased 25-28% more the weeks leading up to and on Super Bowl Sunday than on other days/weeks.
• Besides carrots, what else are people nibbling: According to SuperValu, Dips and Spread are the foods most eaten (32%) at Super Bowl parties, followed by Chicken Wings (23%), Pizza (14%), and Salty Snacks (e.g., chips; 14%).
• Not just the game: 73% of viewers are watching the game for the ads.
• Team technology: 56% of smartphone users said they’ll be using their phones during the big game.  And 45% of tablet owners will be on their devices, too.  With QR codes, Super Bowl ad-specific apps, and Shazam’able spots, they’ll have plenty to do besides text, talk, and surf.  Now to a completely different angle of the game…
• I don’t:  Super Bowl weekend is the slowest weekend of the entire year for weddings.
• The hangover: And beyond Sunday, the effects will seep into Monday as –  7 million U.S. employees are expected to not show up to work the Monday after. 54% of Americans will consume coffee the next morning.  And according to 7-Eleven stores, there is a 20% increase in the sale of antacids on the day after Super Bowl.

So there you have it…Bring a bag of chips, a lil’ queso, and these nuggets with you to your party on Sunday!  Quite a buffet of tid bits, no?!  No matter what you’re up to, hope you enjoy.  TASTY TREND: Go Mobile

Smart Snacks

CRUNCHY NUGGETS:  It’s 3:00 in the afternoon.  You’ve hit a wall.  You need more energy and decide that it should come in the form of a snack.  And so you head to the vending machine.  But instead of a traditional machine that takes your money, lets you punch in a combination of letters and/or numbers, you face a touchscreen on your regular machine.  Say hello to VendScreen.  I just read about this new technology in the Wall Street Journal’s MarketWatch.  This “smart” vending machine lets you:

• Know the nutritional information on your choice (for better or worse).
• Can serve up an ad or a promotion for you to watch or use.
• Eliminates the need for cash and coins with a host of paperless payment options (credit, online accounts, loyalty programs).

And for the manager of the machine, there are analytics available, a cloud-based system, inventory tracking, and other fancy items that enhance a traditional machine.

Testing will begin for a limited number of these machines and April, and continue to roll them out throughout the year.

Pretty cool!  I wonder how long before it links to social sites…so you can let your friends and followers what you’re nibbling on?!  Or let you pre-pay and send someone else a snack (giving them a code to use for payment).  Or link to your mobile?  Ah…the tech extensions can go on… Particularly as consumers have increased their snacking behavior (see 11/28/11 Snack Facts post). Hey, I do hope this post satisfied your brain’s craving for something new and interesting.  TASTY TREND:  Here and Now