High Tech, Baby

FRESH IDEAS:  My Son is now nine, but when he was a wee tiny baby, like most nervous parents, we had a baby monitor.  We ultimately stopped using it because his sounds were SO amplified that you HEARD EVERYTHING, and therefore, did not sleep at all.  Flash ahead to today’s offerings and what I just read about in today’s TechCrunch:  a BabyPing.  Basically, it’s a camera that enables you to peek in on your child from another room – including in the dark!  And where you peek in is what makes BabyPing so tech and cool — you use it with an app on any of your “i” devices (iPhone, iPad, iTouch).  So the images and the sound go through your own wireless to give you the scoop on what your “sleeping” baby is up to.  As opposed to using a frequency — potentially tapping into a neighbor’s frequency, too, yikes!  The BabyPing is currently only available in Europe, but is expected to hit the US market soon.  A system like this makes perfect sense for today’s Moms as 61% already use their mobile phones for internet connections; and Moms spend twice as much time online than others (according to Nielsen and BabyCenter).  Moms are mobile.  Mobile are tech savvy.  And now Moms can feel good about their babies with a cool new tool!

By the way, I did want to mention that there is a really good study about today’s Moms and their media consumption from Nielsen and BabyCenter called “21st Century Media Mom Report” (where I pulled the stats) that just came out in April.  A crunchy bunch of other Mom studies worth checking out are here, too: http://www.babycentersolutions.com/research_studies?bclink=logo&scid=20120522_trade_21stmom:4  TASTY TREND:  Go Mobile

App-solutely Crunchy

CRUNCHY NUGGETS:  Me, oh my, it’s been a while since I’ve shared, heavens!  I’ve been quite busy, but did read great stats today that I just had to make a little “after hours” time to blog about.  They’re about smart phone apps…hey, what’s your favorite?  Me, I’ve got a love affair with instagram going on now.  Unfortunately, other than taking super cool-looking photos and sharing, I’m not quite sure how to do some of the other functionality bells and whistles (note to self: brush up on my instagram, sheesh).  Anyway, when it comes to apps, brand and marketing types, listen up!  Sure having one is cool, but you may easily – and I mean EASILY – get ignored.  Here’s why:

• Too many to choose from: There are an estimated 1 million apps for the four most-popular mobile systems, and only 10% have been discovered.  That’s it.  That’s a whole lotta 90% unknown.
• Easy come, easy go: And even more bad news…80 to 90% of apps are usually deleted. Buh-bye.
• Smartphone ownership doesn’t mean app-using: Surprisingly only 42% of smartphone owners actually use apps.
• And those using…not so much: According to Pew Research Center’s Internet & American Life Project (who, by the way, provided much of the nuggetyness), 69% of smartphone users open only five apps or less once a week.  And 17% of smartphone users, say not at all.
• So what’s a good “sticky” benchmark? 30% — if you can retain 30% of those folks who downloaded your app, your app is considered a success.

Here’s where I read all of these nuggety tid bits in USA Today, in case you need: http://www.usatoday.com/money/media/story/2012-01-30/smartphone-app-usage/52891556/1

OK, so that wasn’t terribly cheery, now was it?!  It’s more of a reality check before you go ahead and build your brand something that may or may not ever be seen.  Like any marketing piece, it’s going to require a lotta love and attention with the right audience.  Seriously, what’s your favorite app?  I’d love to hear.  TASTY TREND:  Go Mobile

Music Making Sense

FRESH IDEA:  This morning I read about a partnership between Cesar Canine Cuisine and Pandora — the online music service.  Cesar is offering a free “playlist” on Pandora for the holidays that can be enjoyed “with loved ones — both two- and four-legged-alike.”  Implying that you can listen to this free holiday digital mix-up with your pet.  Now…music for your pets is certainly on trend.  Meaning, consumers, despite the economy, continue to spend on their pets.  But that’s not why I’m sharing.  Rather, not only is this playlist free on their website and Facebook page.  But it’s also can be accessed by a QR code.  Ah ha!  There’s where it all got nuggety for me!  The idea that branded content (i.e., Pandora music) comes as a value-add from a QR code to your smartphone makes a QR code very meaningful.  Particular as it is being used on in-store POP materials — giving consumers instant gratification.  Nice!  A playlist for pets?  I dunno.  A good QR code application?  Nice! Now…one could argue that this isn’t exactly the spot-on demo for QR code users.  But bonus points to Cesar for extending it to their site and to Facebook.

Wow, that was fast!  I love a good tid bit to start off the week, don’t you?!  Here’s the article from MediaPost if you wish to sit, stay, and read: http://www.mediapost.com/publications/article/163383/cesar-partners-with-pandora-radio.html?edition=40894v TASTY TREND:  Here and Now

Mobile Only

CRUNCHY NUGGETS:  Over the weekend, I read a NY Times article about mobile only deals for this year’s black friday.  So you have your basic get up early and save at the store for black friday.  Your go online and save for black friday.  And now, trying to grab those folks who are waiting in lines to make their purchases (real and virtual lines) and wish to shop around a little bit more, online retailers are offering exclusive savings to smart phone users through their apps and mobile sites.  Gilt Groupe, Amazon, HSN, and Walgreens are among the retailers with mobile-only offers and coupons that will be available throughout the day this Friday.  Macy’s and Nordstrom are also facilitating shoppers carrying devices as they’ll offer free wifi in their stores, and free shipping for purchases made on their mobile sites.  It struck me as an interesting space to “play and protect,” if you will, given that 43% of Americans who have cell phones, own smart phones.  Here is the article if you wish to give it a read: http://www.nytimes.com/2011/11/20/business/mobile-deals-aimed-at-black-friday-shoppers-stuck-in-line.html?_r=1&src=me&ref=business

How ’bout you?  Shopping early and often this Friday?  TASTY TREND:  Here and Now; Go Mobile

Mobile Social Trends

CRUNCHY NUGGETS:  In my ongoing search to share interesting crunchy nuggets, I often squirrel away articles I’ve read in my inbox.  Today’s “nut” that I’ve uncovered “lobs” you over to an article from Media Post, about “Ten Mobile Social Trends for 2012.”  It comes nicely stocked with great examples (“best in show”) that bring the 10 to life.  Like me, some you’ve heard of, others you haven’t.  But it truly amplifies how much mobile is a part of consumers’ lives.  And how mobile so seamlessly integrates in social spaces, connecting consumers to their friends, family, followers, favorite brands, etc. through digital experiences.  OK, get ready…you’re like a tennis ball and I’m about to “serve you over the net” to the article.  Before I do, let me thank David Berkowitz of 360i for this article.  And then wish you a good weekend!  Ready?  Set?  Go!  http://www.mediapost.com/publications/article/162418/ten-mobile-social-trends-for-2012.html TASTY TREND: Socially Acceptable; Here and Now; Go Mobile

Giving Good

FRESH IDEAS:  Two days.  Two different articles.  Both talking about the Salvation Army’s usage of technology this holiday season to facilitate donation collections beyond the traditional cash in the kettle.  And both are mobile-based solutions — nice!  Let’s take a peek and chat about how they’re making giving good:

Swipe to give – According to the New York Times, 10 donation spots each in Dallas, San Francisco, Chicago and New York are using a service called Square. Bell Ringers will be equipped with Android smart phones donated by Sprint Nextel.  These phones carry Square’s a small card reader and two apps, one from Square and one from the Salvation Army. To donate money, the passerby simply swipes a credit card, signs, and the money goes into the Salvation Army’s account.  Fast, easy, and great for anyone lacking spare change or cash on-hand.  Nice!  The second option seems a bit more cumbersome…

Scan to give – According to the Boston Herald, the Massachusetts arm of the Salvation Army will have signs featuring QR codes.  Passersby who are short on cash can scan the code using their smart phones, and then complete the donation transaction via a secure, mobile web site.  Now…Unlike the Square execution, this option requires more time, more effort than a simple swipe.  It also, unfortunately, uses a technology that only 6% of smart phone subscribers use (per comScore) — which doesn’t facilitate the ease nor simplicity of the transaction. What may have helped is if they used a similar method as UNICEF whereby the code take the payment right from your bill — thus decreasing the steps involved. (Note: See 10/14 post about the UNICEF box code, we chatted about this, you remember.)

Mobile and giving = good.  Swipe convenience = good.  QR code = meh.  That’s my two cents for your brain’s red bucket.  Now stop ringing that bell.  TASTY TREND:  Here and Now; Go Mobile

QR Code Inspiration

FRESH IDEA:  Well hello there!  While I was on vacation last week I saved an email I received from one of my favorite trend sources, PSFK.  It shared a really cool usage of a QR code that JCPenney is executing for the holiday season.  They call it a “Santa Tag.”  Here’s how it works:

Basically, you pick up a tag at JCPenney.

Scan the code using your smart phone (any QR code reader will work).  And then leave a voice message for a gift recipient.

You then take the tag and sticker it onto the gift recipient’s package.  He or she gets the gift, scans the code, and then hears your message.  Nice!

I’ll include the link to the PSFK article which shares a video of it and how it works — it makes it very crystal clear.  What I love so very much about this execution is how it’s taking a QR code and: continuing to “train” consumers in how and why to scan;  moves the content of a QR code beyond a discount or a link to like a brand’s Facebook page, and into a truly meaningful, very personalized experience.  And good for JCPenney…it’s a unique differentiation point for a retailer. Love it!  I could see this application for other brands and services, can’t you?!  Here’s the URL: http://www.psfk.com/2011/11/jc-penneys-qr-code-gift-tags-carry-personal-voice-recorded-messages.html

So did you start your holiday shopping yet?  Maybe this will inspire you not just with a good idea, but to make a list and check it twice!  TASTY TREND:  Here and Now; Go Mobile

Tech or Treat

CRUNCHY NUGGETS:  You gotta love how technology impacts our daily lives.  And I’ve been hearing and reading about mobile apps that have been designed just in time for Halloween’s tricks and treats.  Ring the door bell and scoop up these brain treats:

Apps for safety — With kids out and about at night, there are mobile apps available that can help parents keep track of where their trick or treaters are located, including…Trick or Tracker which is a geo-location app that enables you to find your child by linking his or her cell phone number to yours.  Google Latitude also does the same, only with no fun, Halloween designs, and you can track your child using the web, too. Lookout has also been mentioned.  It’s an app that actually enables you to find your phone when its lost.  So the thought is to “plant” your phone on your child and then use the service to “locate your phone,” as needed.  And it’s useful post-October 31st.

Apps for fun — Mashable just shared their 10 picks for Halloween apps.  They include two zombie makers — one cartoon-ish, the other that turns your photo into fright, a jack-o-lantern creater, spooky sounds, costume ideas, an e-card creator, creepy cocktail recipes, ghost stories, free horror movies, and a real spooky places locator.  Here is the URL if you want to get specific: http://mashable.com/2011/10/26/iphone-apps-halloween/#315551-Make-A-Zombie  Of course, Angry Birds has a refresh.  And if you find “fun” in scaring your friends, there is a Fright Factory app that draws in your friends to watch your cell phone screen, and then scares them with a sudden, pop up zombie.  Ahh!

So whatever your need, there seems to be a mobile app for your Halloween holiday preferences.  Although, no app out yet to track which houses have the best candy and the biggest selection of treats.  Give it time, I’m sure.  Hey, hope your weekend is a big, full-sized sweet treat!  TASTY TREND:  Here and Now; Go Mobile; App-iness

Nuggets & Nibbles

CRUNCHY NUGGETS:  Today’s post is like emptying out my “pockets” of the nuggets I’ve been stuffing in them all week.  Push aside the lint, the string, and the spare change and read these tid bits…

Flu Shots & Foursquare — While I was waiting this week for prescriptions to get filled at our local Walgreens, I heard a spot on their in-store radio.  It encouraged shoppers to check-in on Foursquare in order to donate a flu shot.  So I did — why not?  It was easy and it was a lil’ feel good knowing that I helped someone else.  A bit of homework found that up to 200,000 flu shot vouchers (that’s worth $6 million) will be distributed by Walgreens through five major cause organizations from until October 8th.  You can also participate using Facebook Places, or on Facebook — like the retailer page to send a donation; vote for which cause receives the most vouches.  And FYI flu season officially begins on October 1st.  Nice program, nice Foursquare partnership.  Next nugget…

Whole Foods Goes Social Savings — Again, pulling from my own consumer world…Earlier this week an offer from social savings site Living Social popped up (they’re #2 to Groupon, by the way):  $20 in groceries for $10 at Whole Foods.  Well, let me tell you.  I could easily spend that on their sushi, snacks, fun frozen stuff, and a chocolate angel food cake.  So of course I got it and shared it.  Apparently, I wasn’t alone as 1 million vouchers were quickly taken.  During the peak time, coupons were flying out at 115,000 per hour.  Now, why I found this particularly crunchy is not only is this the first national grocer to play in this space, but also to overlay it with a cause.  As part of the offer, Whole Foods is donating 5% of the sale price to the nonprofit Whole Kids Foundation, which emphasizes healthy eating education in schools.  To me, this elevates the offer beyond the flash promotional feeling and into a true win-win.  Love that.  OK onto the last…

No Help for Yelp — A kind, nugget-sharing former colleague passed along an article to me this week about how Groupon (hey, there’s social savings again) impacts consumers’ reviews of merchants.  It seems that according to Boston and Harvard University studies, when a merchant runs an offer through a daily deals site, their Yelp ratings go down (Yelp, by the way, is a site/app that enables consumers to share reviews of local merchants and businesses).  The thoughts are: 1. that these businesses are typically overwhelmed by the influx of business the offer triggers, so overall quality goes down; and 2. negative reviewers are crowding out positive. Thanks to Bill B. for so kindly sharing the nuggety-ness.

Wow, I feel so much “lighter” when I get all of this out of my mind and into the blog.  Hope you feel smarter.  And hope your weekend if also filled with goodness, enjoy.  TASTY TRENDS:  Here and Now; Go Mobile

QR Creativity

Macy's Star

Victor Petit's Resume

Shazam's Collage QR Code

FRESH IDEAS:  I’ve been so bold as to insert three images in today’s post as inspiration for QR codes.  Now, I’ve blogged about QR codes (see July 11, 2011 Trial by Smartphone post), I’ve included them in concepts, and I’ve even heard from QR code naysayers, who simply don’t get the point — particularly when they don’t work well, or if they don’t deliver anything terribly meaningful.  But…in the interest of being half-full and recognizing their continued growth and usage among marketing peeps, I wanted to share three cool QR code executions.  In these examples, it’s not so much about the content as it is about the delivery.  Follow me among the images starting with…

Speak to me (Victor Petit’s resume aka the man with QR code mouth) — Giving credit where credit is due…a gentleman by the name of Victor Petit included a full-page, black and white image of himself on the back of his resume.  Where his mouth should have appeared in the photo was a QR code and an outline to indicate where to place a smartphone.  Once the code is scanned, the QR code brings the viewer to a video on YouTube.  And that video is a close-up of Petit’s mouth — black and white, same size/perfect fit — making the image appear to “speak.”  Can I just tell you that he was seeking an internship?!  Somebody hire that newbie creative dude!  Here’s a link to video which captures the actual piece in motion if you’d like to see it — it’s very cool:  http://vimeo.com/21228618?utm_campaign=May_Newsletter

Star treatment — Macy’s delivered “backstage pass” videos featuring designers and stylists through QR codes.  And they could have easily done it plain and simple and black and white.  Macy’s had celebs sharing valuable advice, after all.  But no…Macy’s leveraged the equity in their own logo and their distinct, red star.  So the QR code was part of the symbol the “enclosed” the QR code.  Note that this red star code was used on in-store POP, Facebook, and other locations like store window displays.  Very smart QR execution!

And lastly…Collage montage — Shazam (and I’ve seen one for instagram, too), also went unconventional in creating a QR code that links to their app.  Instead of the expected black and white, it used music images to literally make-up the scan-able code.  Scan the tiny photos and shazam kablam!  You go to their mobile site.  Love that.

So whether or not you like or believe-in or support the usage of QR codes in your marketing elements, c’mon, you gotta admit that these are some pretty excellent ways of using QR technology.  Go on…say it:  “yes, that’s cool.”  Thank you.  Brand peeps, can’t you just imagine your product turned into a code; or your spokesperson speaking off of a piece of POP or an ad; or a collage of flavors and SKUs that make up a QR code to a place where you can buy the products?!  Ah, inspiration.  TASTY TREND:  Go Mobile; Here and Now; Experiential Traditional