Philanthroper – Doing Good in Great Numbers

My sister-in-law sent me over to Philanthroper a couple months ago given my penchant for what I call flash fundraisers. The idea being: low-barrier involvement to benefit a topical or worthy cause. One example was “Happy Hour for Haiti” immediately following the Haiti quake in 2010. Knowing that Boston had the third largest Haitian population in the US, I partnered up with a local group who was chartering a jet directly to Port-Au-Prince. After a few email and social media blasts, I had people gathering at a bar to bring clothing, first-aid and basic necessities. Fairly easy, helped people in need and didn’t require a great deal of time or money per contributor.

This is why I love Philanthroper. While making one large solo donation is helpful, many of us are limited to what we can personally give. Small donations by a very large group is an easier way to make a big impact. If you put all your goodwill towards one cause, it’s more difficult to contribute to others. Unless you’re Bill or Melinda Gates, you probably have finite resources. Giving only a little can go a long way when you’re getting others involved. Take a minute to give Philanthroper a look – it’s only small money to you but it’s spread across a big pool of people. Passing word along is just as helpful as a donation. Give it a shot!

PS – I was chatting with a successful family friend the other day who has been heavily involved in a few charities for years (sitting on the board for two of them). One of the topics we covered was the problem that people can sometimes become too self-important in charity work and obsess about starting their own organization.

If there are already several successful groups in your city focused on clean energy, don’t start another clean energy group that focuses on the exact same goals – it spreads the talent too thin. Unless you see an obvious problem in another organization’s mission, methods or motives, why create a clone? Leadership is important in philanthropy but don’t be afraid to join rather than start. If you sincerely believe in the cause, work with like-minded people and draw your network to an established organization.

Posted in causes | Tagged | Leave a comment

Bankrupt Pizza

That $3.80 slice of rubbery mall pizza is halfway gone as Sbarro prepares to file for Chapter 11.

Mall traffic is down – people are taking fewer road trips – it’s no wonder that Sbarro has taken such a big hit during this recession given the abundant presence in food courts and rest stops nationwide.  Beyond behavior patterns, the company is also carrying over $300 million in debt from a 2007 buyout and posted losses around $30 million in the first three quarters of 2010.

Forget the numbers – I just can’t believe that such an abominable excuse for pizza was able to open 1,000 locations and last this long…

Posted in food | Tagged , | Leave a comment

Can I Have a Sample?

How often has a sample catalyzed your decision?  Maybe you test drove a car, heard ten seconds of a song, got a spray of perfume or tasted a wine… each one can inspire a purchase. How about a first date? Even that is a sample of the potential chemistry and relationship between two people.

Where else can this method be employed on your side for better results?

You don’t necessarily want to give away the farm for free but providing samples as a salesperson allows for a stronger customer bond with the product or service.  Participation increases perception.

If you’re bidding for a contract, you can provides samples of past work such as a case study, presentation or portfolio… perhaps go even further to offer a ‘test drive’ of your abilities if there’s a shorter term project where you can demonstrate value.

Outside of the business world, future parents can often find a dog to be an excellent sample (and yes, just a sample) of the lifestyle where someone/something is entirely dependent on you for survival.

Sampling is a rational and logical way to make decisions or influence the decisions of others. Be proactive and in a figurative sense, don’t just wait for the gentleman at the fromagerie to offer you a piece of cheese.

Posted in uncategorized | Leave a comment

Follow Your Customers

I bought an epic bicycle when I was in London.  The moment I saw a Pashley cruising down the High Street I was immediately smitten with its classic look and knew that if I was getting myself a bike, that was the one.

After digging through the Pashley site to find a local dealer, I ended up in Velorution which was a small but well appointed shop nestled right between Soho and the West End. Aside from the wide bicycle selection there was an assortment of lights, grips, panniers, helmets, shirts and books. As is my habit I had a friendly chat with the owner about the place, how he got started, what kinds of people he was attracting and how he was communicating with his customers. It was perfectly evident that my new friend wasn’t just trying to get some bikes out the door, the man had clearly built a lifestyle branded shop.

Aside from a follow-up call about a month after purchase (which was a tremendously warm and personalized phone call), the owner started following me on Twitter as well. I wasn’t sure if this was because of my extra inquiries about his business, but it turns out he likes to do this with anyone who makes a sizable purchase… which I love. In the quest to build a lifestyle brand or shop, Twitter serves as an excellent tool to garner a collection of unique insights about one’s customers.

I’m an avid proponent of the two-way conversation between brand and customer, but I walk into countless shops or see so many businesses which scream out “follow us on facebook/twitter!”.  Every business wants a following but instead, follow your customers first; understand their lives, methods, hobbies and interests in order to serve them better.

It applies to so many disciplines from politicians to artists. At the core, everyone is selling something and making it personal is the backbone to loyalty. Regardless of whether you own a pizza shop, manage an apparel store for a national brand or work as a staffer for a campaign, develop some personal relationships and don’t be afraid to do a little online stalking (so long as they’re ok with it).

Posted in branding, retail | Leave a comment

Remember Your Friends at the Record Store?

NPR recently published a great article about the vanishing of the common audiophile.

…And although the majority of the population consumes music on a daily basis, I don’t come across too many colleagues or peers who take the extra plunge into hifi beyond an iPod dock. The good news is that enjoying recorded music is like enjoying wine. Quite often when someone samples the finer means of digestion, they’re suddenly thirsty for more – drink an ’05 Richebourg and you’ll want to head to Burgundy – listen to a pair of Sonus Faber Cremonas and you might not be able to handle BestBuy ever again.

Saving the component-speak for another day… the good news is that vinyl has made a stunning comeback in recent years. I actually started buying a few records in 2004 while finishing my university days, then picked up a lot more in New York and doubled my collection in London. Not only could I find great quality LPs of the best albums ever recorded (e.g. Exile on Main Street, Highway 61 Revisited, Revolver, London Calling…) but many of my new favorite bands were releasing vinyl as well.

You might know the war-cry of the audiophile: “Records just sound better…”

There is some truth to this but per the NPR piece, Apple is looking at higher resolution digital audio files.  Other mp3 providers are churning out better sampling as well, plus there’s always FLAC formatting which is generally higher quality than most other digital audio. So why the vinyl? In the long-run does it have a snowball’s chance in hell of survival?

Here’s my take on it…

Again, ignore the equipment for just a moment and remember that music is still an art form, it’s part of what makes us human. Records take it a step further and make a deeper connection; it’s why people buy a painting versus a print. What you’re getting is the original version of what was created. Granted, there are thousands of copies of a LP, but it’s the raw sound of what happened in the studio, less digital cleanup.

Secondly, sound only exists because our brain interprets the vibrations.  CDs and mp3′s are merely 1′s and 0′s, just codes which tell an amplifier to produce electrical vibrations which are then sent to a speaker. There’s something special in knowing that the sound waves being produced derive from the vibrations on a needle right in front of you.

Racing from place to place with our iPods isn’t exactly stopping to smell the roses. I only hope for a return of audiophiles and taking the time for active music enjoyment. I personally find something very romantic about owning a piece of art that will physically decay over time with you. We won’t be around forever, so consider music it as a unique component of human culture that won’t last forever either. Enjoy that you get to be a part of that here and now in history… and go buy yourself a turntable.

Posted in music | Leave a comment

Game Dynamics

You might be hearing a lot about game dynamics entering the commerce space. Some of this is nothing new, however the medium has evolved and new creative solutions are picking up. Gaming allows brands, retailers and other institutions a way to build loyalty and interest through engagement and a variety of rewards. Although virtual rewards such as badges and mayorships are coveted prizes, I believe that once the dust settles the long term customer benefits will ultimately be real-world discounts, specials and promotions.

iMagazine assembled a great list of gaming elements as well as their roles in customer engagement, feedback, social interaction and brand promotion.

I. Mechanics of the game

The first and fundamental step is create and adopt a mechanism of play that define the relationship between the users and content and offering a fun and positive experience with the brand. Examples include…

The Discovery: The mechanics of the discovery is fun because everyone loves to explore. Be the first to discover something can be exciting knowing that there are more things to find reasons for a player to continue browsing. Earn points each time discovering something or Badge loyal users to visit with more often your sites and / or Applications.

Survey: (UserCentric) Get advice, opinions, suggestions and feedback and improve thanks to critical to the success of a brand, but it ‘s also true that involve a user in this process becomes difficult. That’s the reward with points and / or other prizes becomes the motivating participation.

Sharing and collaborativeness: Since prehistoric time, man is always clustered in Tribu, Community because and the relationship with other individuals and partecipation in the active group produces a high degree of satisfaction the human nature. The active participation of the user in collaborate, build for distribution of a brand becomes a strategic choice.

II. Visual Elements

Notifications object: the object provides instant feedback of users actions and involvement increase dramatically. The Notifier shall inform the user points and badges earned, levels that have access and all other information necessary to communicate to users. You have the right to choose what information to receive and how often they should be informed at the end of its instant gratification.

Progress Bar: The progress-bar is a simple concept but in the process of determining gamificazione. The instant feedback that provides the progress bar visually motivating you to complete individual activities despite the time that these requires.

Leaderboard: The Leader-board allows users to confront each other and create competition. The Leaderboard normally includes a variety of formats, comparing only the friends, users of any platform or users who share a relationship with the player (usually people in proximity of the player)

Profile: The user profile is the “home ” user. View the details of his identity, his badge and more information relevant to show in his stats.

Social: Sharing and invite your friends in the same game environment.

Avatar: An avatar is a visual representation of the player. The avatar can be a simply picture (like Facebook) or a more  structured. Giving a face to a player is a key factor in engaging with others.

III. Rewards

Points: Points are a reward for players who purchase through actions and allocated as a way to justify the advancement of the player’s progress bar. Rewarding a player with more points for specific actions is a method to influence the actions of the user. The definition of points is one of the first things to do in the project preparation.

Levels: The levels are a method for players to show their status and seniority in a community. The players are motivated to hear what action they need in the game to earn the points necessary to advance the level and unlock new benefits as well.

Badges: Badges are the motivation for unlocking and completing certain actions. The easy or the difficulty to earn badges are not relevant but become an attraction to share with your friends.

Virtual goods: The virtual goods prizes are virtual or “accessories” for the avatar. These items add depth to the project and motivate people to socialize and express themselves. The virtual prizes in the process of gamifcation can be added late.

Coupons: The Coupons are a sort of special prize for the fulfillment of the players and in particular the connection become excellent products and real assets.

 

Posted in branding, social networks, tech | Tagged , | Leave a comment

Save the Bees

Hey, don’t discard this as generic outrageous, alarmist, tree-hugging propaganda…

The Bees are disappearing. Even if you’ve been juggling 23 games of Words With Friends, you might have caught a whisper about the rapid loss of nature’s free pollination system.

This isn’t the equivalent of losing another endangered animal which, simplified, could be a relatively small loss to our diverse world. Not so with the Bees. In this case we meddled with nature, we toyed with the system and it’s back to bite us in the ass.

Let’s talk quantitative data. One out of every three bites of food you eat is directly attributed to honey bee pollination. Fruits, vegetables, nuts – Honey Bees are responsible for 80 percent of all pollination. On the financial side, Bees contribute $15 billion worth of value to US agricultural crops each year… that’s a pretty selfless little guy.

Most of the problem can be traced to mismanagement of natural assets due to the introduction of pesticides and general air pollution. Awareness has improved but there is a substantial need for greater funding. This leads to improved research, healthcare, pollination and repopulation of Bee colonies.

If it doesn’t appeal to your goodwill, consider that this is your own food supply at risk. Helping out is as easy as buying some ice cream or making a donation. Haagen-Dazs has launched a successful campaign that’s doing great work to help Save the Bees (as well as your food).

Posted in causes | Leave a comment

Two Minis, One Stone: fulfilling multiple marketing objectives in one shot

I crossed some fantastic marketing yesterday in Wicker Park.  This seemed like a great example of fulfilling multiple communication objectives without bombarding the consumer… it showcases product utility, generates buzz and even manages to tout brand heritage.

Fun fact:  That might be two Mini Coopers above… but it’s also a German holding up a Brit. What pains jolly olde more, being bought out by a former enemy or a former colony (Tata buying up Jaguar/Land Rover)?

Posted in branding | 1 Comment

Capitalizing on Chaos

We don’t all speak the same language but there are services to educate or ad hoc translators for the non bilingual.  We don’t all carry the same currency but we exchange with banks or airport kiosks as needed.  Given that the world exists in multiple formats and standards, there’s generally a way to capitalize or add value by creating universality.

An example of a solution as a product can be found in the world of online video. Recently the industry was showing progress towards one dominant format to rule all others, though there seems to be a move back to multiple formats. Courtesy of TechCrunch:

Video formats on the Web are a mess right now. Apple supports H.264, but not Flash. Google recently declared that its Chrome browser will soon stop supporting H.264 in favor of its own WebM. To make a video play on an iPhone or iPad requires support for different formats than for an Android phone, and other phones require yet other formats.

What better way for a service business like a video encoder to grow its business and/or enhance its value to an even wider population than to build a simple universal video converter? Chaos presents opportunity.

Still, we might not develop an industry game-changer or build a streamlining product tomorrow. Creating order or organization from someone or something else’s inefficiency doesn’t have to manifest as an entire business; sometimes the innovation begins by solving our own day-to-day issues.

When I was working on a short-term marketing project for two merging companies my primary task was developing new communications tactics; however I realized the work was hindered by a larger problem.  Two companies coming together meant different methods of network organization, different approval systems, different presentation styles, different ways of dealing with hierarchy, etc.  By asking junior and senior colleagues about their preferences while objectively analyzing the options through use or practice, I was able to make sound recommendations with supportive evidence to the appropriate decision makers.

Similarly, my brother who works in corporate communications recognized that many of his colleagues were juggling multiple databases and developed an application to aggregate external database information with internal relationship notes.

You might not be able to channel your inner Superman, flying backwards around the planet to reverse time and repair massive damage (this goes beyond suspending disbelief), but you can certainly be a hero to colleagues or consumers by taking the initiative to proactively clean and organize.

Posted in tech, uncategorized | Tagged , | Leave a comment

Android Branding: Auto Pilot?

“If we did not act, we faced a draconian future. Where one man, one company, one carrier was the future.”

- Google VP of Engineering Vic Gundotra, on why the company made Android

Quite a tall order for a product’s purpose, serving up a bit of Orwellian technological drama. Still, from the company whose strategy is to own the search vertical across all devices, Google seemed content to let the partners do the talking; I recently confirmed this after speaking with a friend on the Google mobile team. And while Google doesn’t have a history of heavy investment into their own advertising, is it a danger for a brand to let so many others define their product?

When Christopher Nolan released Inception with an ambiguous ending, he seemed content to let viewers define their own interpretation; it didn’t matter what people said, so long as they were talking about it. While there is plenty of chatter in the mobile OS realm, I think Android could have used a bit more definition from the brand instead of the providers. But that’s just me. Google is simply providing a platform potentially superior to iOS. What’s the difference between this and a large retailer selling off private label products?

Firstly, no matter which Android carrier or manufacturer, the ‘Google’ stamp is right on the product page or packaging… so clearly they all put some stock in the brand. Secondly, Google’s mission is to organize the world’s information. For the information that exists in the present and future, that means knowing what people are doing. And that, increasingly, means searching, social, mobile, photos, and video – Android is the intersection of all that. Can Google afford to rely on a barrage of inconsistent messaging from Droid to Evo to Blur?

If something goes out the door with your badge, there should be at least a minimal goal to define its universal emotional equity as well as its unique value. Now that Verizon is about to see the iPhone added to its arsenal of products, wouldn’t that increase Google’s interest in defining the value prop of Android? Verizon is a service business, it makes no difference to them which phone or platform dominates their client base so long as they stock enough to satisfy customer demand.

Like the Inception example above, there are plenty of cases where brand definition was left in the hands of the audience (Twitter), but in such a high interest purchase category, and one where early adopters are awfully loud, I might have opted for a more offensive strategy. Perhaps Google could have found benefit in an interactive web campaign highlighting the benefits of Android as it stands alone? If you want a piece of the mobile OS action after all, make the customer insist upon Android by demonstrating its value over iOS, then let the carriers fight it out amongst themselves.

Posted in branding, tech | Tagged , , , , , , , , | Leave a comment