This year and next are big for Toyota's Prius brand: 2010 was the 10th anniversary of the Prius; next year Prius for the first time comprise more than one car as the automaker rolls out a second Prius vehicle. Its long-time AOR, Saatchi L.A., has bridged these two events with an ongoing crowd-sourcing, underground, social-media-buzz-machine called "Prius Projects" intended both to presage 2011's brand genesis by getting owners and fans involved in teasing the new car and generally create action around Prius online. The first "Prius Project" was a "10.10.10" party on -- you guessed it -- Oct. 10, that brought owners reached through Facebook to party at Malibu, Calif., where they each got a piece of a billboard-sized "Prius Puzzle." As part of that event, Saatchi shot and posted a time-lapse video of the attendees each affixing their puzzle piece to the wall. The resulting billboard -- which was a profile photo of the 2011 model-year Prius partly concealing a larger mystery vehicle parked right behind it -- was the first real shot of the new Prius, and it went right to the Web from a cell phone photo. That video garnered 65,000 views according to Michael Tabtabai, integrated creative director at Saatchi & Saatchi L.A. "We wanted a fan's cell phone camera picture to be the first of the car that was broadcast to the world," says Tabtabai. "Someone took a shot of it, posted it to Facebook and it was picked up by the media and blogs worldwide. So we had Prius fans unveiling the future of the Prius family. It's all meant to feel authentic and to make people part of the process. That was really the kickoff." Earlier this month, a Prius Project had people going around Santa Monica, Calif., washing all the Prius cars they could find (with a police officer in tow and owners' permission). Now Toyota has sent a new project skittering across the Web. The video, which went live on Wednesday, has a group of knitting fanatics ("Knitta Please" based in Austin, Tex.) knitting a "Prius Cozy" and dressing the car in the "sweater" with knitted panels, patches and such. As in the earlier efforts, the project is also on an archive site, ToyotaPriusProjects.com, that works like a blog with a timeline of Prius Projects events, and bookmarks teasing projects to come next year. Tabtabai says starting in January the tone of the campaign will be about the Prius vehicle lineup. "We are going to start talking to more unique groups of people. At this point we are letting it grow organically; as the Prius family gets bigger the Prius projects will be bigger and more diverse, aimed at bringing more people into the Prius family." Another puzzle project, wrapping up this week, involves some 50 Prius fan bloggers, who got the puzzle pieces via mail as "thank you" packages for their having been brand advocates. The puzzle will be virtual, since Toyota asked them to photograph the pieces and put them on their blogs. The result will be a dashboard reveal that shows the new Prius vehicle's entertainment unit -- which has, among other things, web-streaming capabilities. Another program will demonstrate the vehicle's cargo capacity. "We asked them if they would mind posting their digital puzzle piece somewhere on sites like Facebook or Twitter," says Tabtabai.
Shoppers are planning to spend less during the holidays this year, partly to save up for big-ticket items like automobiles. But Kelley Blue Book (KBB.com), which specializes in auto research and pricing, predicts they have gotten a lot more careful about how they shop for vehicles. As for the usual round of holiday gift shopping, KBB.com says nearly 40% of consumers the firm polled said they are planning to spend less this holiday season (spending $1,265 average) when compared to last year (when they spent on average $1,372). There was also a big increase in numbers of those who said they would spend less than $750 this holiday season (up 12 percentage points, from 40% to 52%). And 14% of those surveyed said they plan to spend $751-$1,000 this season, which is down from 24% from last year. Kelley Blue Book says that nearly 20% of shoppers who are cutting back on their holiday spend this year say they are doing so because of an upcoming large vehicle or home-related purchase for which they are gearing up. James Bell, executive market analyst for kbb.com, tells Marketing Daily that the bottom line as far as auto buying is concerned is that people are a lot more conservative about how they shop for vehicles. "People have done a lot of work to get their financial houses in order over the last couple of years and now are gradually going back into the market because they have held off purchasing," he says. "Many consumers are now very cognizant about what got them in trouble in the first place: overextending credit, leases, exceeding mileage limits. Now they are going to market with thicker gloves on." Indeed, per KBB.com, about half of shoppers are delaying their next vehicle purchase, with 39% of them doing so because of financial concerns. Almost half are delaying for seven or more months, and a quarter for four to six months. Still, KBB sees that consumers are more optimistic about what 2011 holds than how they felt about 2010 at this time last year. Although only 48% of those surveyed said their current economic situation is good, 51% said they expect their economic outlook will be so in the next 12 months. Bell says 2011 will see something like a return to big leasing deals that were prevalent eight years ago, particularly in the luxury segment, as automakers ramp up efforts to get customers into their vehicles. "Now automakers have money to incentivize leasing. For BMW, Mercedes-Benz and Lexus, the majority of their business in higher-level and entry vehicles is leasing and with the market share battle between those three this year and next, leasing will be a good way for them to drive share." And, explains Bell, leasing ultimately helps boost the all-important resale value of a brand's cars, since it gives the manufacturer a stream of cars to feed into its certified pre-owned vehicle program, which in turn keeps used cars out of auctions, thus improving overall resale value.
Visa is working with more than 50 merchants to deliver exclusive offers to Visa account holders via its new mobile application for iPhone. The free download gives Visa account holders access to the deals via a simple tap of the finger. Some of the retailers offering targeted offers include Planet Hollywood, Papa John's Pizza, 24-Hour Fitness, Jos. A Banks, Tourneau, New York & Company, Holiday Inn, Ramada, Crowne Plaza, Pearle Vision, Meineke, Buca di Beppo, Cold Water Creek, Zales and the Hard Rock Café. Offers are automatically delivered and stored in the application. They can be tailored by lifestyles and preferences and can be redeemed online or off. The application uses location-based technology to provide users with a map and directions to a nearby retailer. "In any other case, I'd say that this was just another location-based app that aggregates nearby deals, which isn't that original these days," wrote Justin Montgomery in Mobile Marketing Watch about the new app. "Being a Visa-branded app, however, changes the dynamic and overall appeal from a consumer standpoint. It should be interesting to see what other brands sign-on in the near future and to see some response, usage and conversion data." Visa is pleased with the uptake of the Visa Mobile Application and have had "thousands" of downloads, says Prakash Hariramani, senior business leader, Visa, who declined to share exact numbers of transactions that have been completed thus far. The company chose merchants across select categories including food & drink, retail, apparel and entertainment. Some examples of standard Visa offers include $25 off at Sports Authority when spending $100 or more; 20% off at Jos A Bank, Days Inn and Ramada; $10 off a purchase of $20 or more at Planet Hollywood and 10% off at Buca di Beppo. Visa signature offers include special offers from Fandango, Sonoma County Vintners and Kapulua Resorts. The Visa Mobile Application complements the existing Visa Merchant Offer Program, Hariramani says. Besides giving cardholders ways to stretch their dollars, "merchants also benefit from additional foot traffic given that the applications offers location-based services that provide cardholders with a map and directions to a nearby retailers where they can redeem merchant offers," Hariramani tells Marketing Daily.
Information travels fast in the Facebook age, and even faster when mobile phones are connected to a 4G network -- at least according to T-Mobile. Leveraging its position as an official sponsor of the National Basketball Association, T-Mobile enlists commentator and former player Charles Barkley and the Miami Heat's Dwayne Wade for a series of commercials showcasing the video capabilities of T-Mobile's 4G network. "So much has changed about the fan experience in the 21st century and, everything being instantaneous, we really wanted to use that as being fuel for the campaign," says Steve Williams, a creative director at Publicis Seattle, the agency behind the campaign. "We wanted to give it to a place that T-mobile could own." In the first of the commercials (directed by Spike Lee), Wade locks himself in a hotel room suite. When he posts a video screaming, "Get me outta here!" to his Facebook account, a modern-day equivalent of telephone erupts, with fans assuming Wade means he wants out of Miami. Various fans and celebrities (including Barkley, consummate Knicks fan Lee and the Phoenix Suns' Steve Nash) try to woo Wade, who is finally released from captivity by a hotel housekeeper, who notes he's on the news. A second spot depicts commentary by Barkley remixed into a hip-hop song to become a viral sensation after passing through a series of hands that includes players and fans. The spot ends with Barkley groaning as he watches a group of nightclubbers dance to his commentary. The television commercials will debut during NBA programming on Christmas Day. The company has been an NBA Partner since 2005. Having introduced its advanced 4G network November, the NBA partnership was an ideal way to showcase the ways the network enhances a user's experience, says Melinda McCrocklin, manager of advertising and brand integration for T-Mobile. "The [NBA effort] demonstrates the power of what 4G can deliver to the handset and to the consumer," says Peter DeLuca, vice president of advertising for T-Mobile. "One of the key insights of NBA fans is they're highly social and they're looking for more than just scores."
For Weight Watchers members, tools that make losing and keeping weight off easier, plus plenty of community support, are absolutely critical. A new iPad app, the Weight Watchers Kitchen Companion, is designed to deliver both, by combining interactive, hands-on help with low-cal, healthful at-home cooking (from menu planning through shopping and preparation) and providing simple ways to share recipes. There are two versions of the app on iTunes: One that's free/open-access, but more limited in functionality, and the full-featured version. The latter has been added to the suite of resources available to Weight Watchers Online subscribers ($47.90 for the first month, $17.95 for each month thereafter) and is also part of WW eTools, which are included in the membership fees for consumers who opt to attend traditional meetings. Online subscriber-members now number more than 1 million, according to WW. Both app versions offer access to the latest 10 featured recipes (all recipes show "point" counts per the daily points system at the heart of the newly launched PointsPlus WW program) and the ability to save up to 10 favorite recipes, create custom shopping lists, get step-by-step instructions for recipes in the online cooking view, use an online cooking timer embedded in the recipes, watch videos on cooking techniques, share recipes with friends by email or Facebook, and browse through recipes in book view. The full/paid version also offers access to thousands of WW recipes (including collections recommended by the editors), complete shopping/ingredients/equipment guides, more cooking primers/ techniques videos, use of the WeightWatchers.com Recipe Builder (for creating and editing recipes -- for instance, to reduce the number of "points" consumed by switching ingredients), and the ability to send your recipes to your WW "plan manager," a tool for tracking food consumption and activity and exercise levels. Obviously, iPad owners can use these functions on the go (as in checking points in a recipe while food shopping), and WeightWatchers.com editor in chief Theresa DiMasi reports that Android-compatible WW app launches are planned for Spring 2011. However, she explains that the thinking behind launching Kitchen Companion first on the iPad was that its large, color graphic display makes it ideal for actually being used in the kitchen while cooking. "While members of course eat out, and we provide them with ample help to make the right choices in those scenarios, we know that cooking at home facilitates success with the program -- and we also know that many people today don't know cooking basics," DiMasi notes. WW began offering online tools/memberships about 10 years ago, and has been steadily building/enhancing the offerings since, according to DiMasi -- who notes that while the tools provided for men and women are largely the same, there are separate content areas and editors for the genders, to ensure that topics are relevant. The WW online community area offers the ability to form groups, share challenges, swap recipes, read about hot message board topics, and create your own blog/read others' blogs (organized by topics like cooking, food, health, fitness, family and love/life. A newly added "What's New" blog, authored by WW staff, offers the latest news about site updates, tool enhancements, special events and tips for getting the most out of online subscriptions. WW launched presences on Facebook, Twitter and MySpace about a year-and-a-half ago. Fee-based tools and content can be accessed through these, while open-access features include some content (such as a tab devoted to spokesperson Jennifer Hudson, with a blog, videos etc.), along with the usual posting/sharing abilities, offers and quick links to find local meetings or sign up online to become an online or meetings-inclusive member. Facebook fans/likes now number more than 438,000.
While the industry continues to grapple with the concerns about blood diamonds, Day's Jewelers is aiming to put Fair Trade Diamonds Made in Botswana on Gen Y's ring finger. The diamonds -- the only ones currently available that are guaranteed to be mined, cut and polished in a single African nation -- are proving to be popular with younger consumers, who are increasingly likely to see diamonds as politically cringe-worthy instead of harmless bling. The small regional chain, based in Waterville, Maine, began selling the diamonds late in 2008. And while supply continues to be a problem, company sales are up some 13 to 14% this quarter, in part due to the popularity of the Botswana diamonds, Jeff Corey, president of Day's, tells Marketing Daily. While Day's may be cutting-edge, other retailers will likely begin finding their own way to documenting their jewelry soon: Last week, the Securities & Exchange Commission proposed regulations that would require stores that sell store-brand jewelry to report whether their products are made with minerals from war-torn central Africa. While the stores, which include Target and Walmart, would be allowed to sell conflict minerals, they will have to flag them as such to increasingly sensitive consumers. Since the industry now uses a system called the Kimberley Process to certify that diamonds are conflict free, environmentally conscious consumers are becoming more and more aware of the pollution done by much of the world's mining. But even worse, says Corey, is the recognition that jewelry has long been created in a way that exploits some of the world's poorest people. "My wife and I went to Africa several years ago, and really, you can't appreciate the poverty there until you see it," he says. "Diamonds have been mined and immediately shipped overseas for so long, so Africans never even gained jobs from them." He first heard about the Botswana diamonds, which are also gem printed for further authentication, in 2008. "The problem was timing," he says. "That was one of the most difficult times in history for U.S. jewelers, and the company couldn't find a retailer. So my wife, my brother and I decided to go to the bank, borrow the money and put them into our stores." Since late 2008, he estimates he has sold about 250 of the diamonds, which are also a good value, he says, "because the pricing eliminates wholesalers." And while supply continues to be a problem, he says his customers love them. "I get emails that say things like, 'I'm going to wear this diamond with pride, like I've done something to make the world a better place.'" He expects more and more young people to bring that level of fair-trade awareness to ring-shopping: "Not only is this diamond conflict-free, you know the money you paid was used to put people to work, in one of the most poverty-stricken countries in the world."
And I'll bet you all thought 2009 was a killer. Initially, I believed that 2010 would be a game-changer year. I was convinced that budgets would creep back up again, clients would become a bit more cheery, gloom would be banished to the South Pole and that the new normal would be, with our newly honed set of values, a well-balanced fabulous. Well, it delivered in part. Twenty-ten has certainly been a game-changer of a year, but not in the ways that most of us (in our PR world, at least) had expected. The "new value system" that we were looking forward to never really materialized. Instead, it seems we have collectively created a skewed perspective characterized by fear, hopelessness -- and some would add xenophobia (fear needs a scapegoat, right?) as evidenced by the most divisive political climate this country has seen in decades. But I digress ... The transition into austerity this year has proven to be a double-edged sword for our industry. Fiscal concerns have moved us into positions we had not encountered before. Through trial and error, we've redefined our own values and are now managing resources in new and effective ways that are paying off. But it hasn't been easy. I'd like to share some of what I and my team have learned from a year of austerity. Never be desperate Some of the worst client hires -- yes, we hire clients -- were made this year, in the name of billings and cash flow. Forget the saying that cash is king. We found out the hard way that some clients ended up costing us far more than we could have imagined. "I'm Sorry We Hired You" is not a healthy way to view your customers. No price (or client) is worth the sacrifice of your mental health or employee morale! Focus your efforts on the markets you know best You can't be all things to everyone. Really. Focus on what you know and improve on that knowledge. Focus on what you love, and your passion and dedication will become contagious. Specialize and own your space. We got rid of practice areas that were either unrelated to our core offerings, or were already too crowded. As a result, we've gained recognition by becoming very focused on several industries -- it was the best move we made. Which brings me to... Learn to let go of crap, traditions, and fear-based "playing it safe" actions We all know that change is hard. Adapting to new ways of doing business and handling clients in a more-for-less climate is difficult for most people. Turning down or letting go of business -- even if it's not good for your agency -- is really hard. But still, we need to find courage to embrace change and evolve with the marketplace. There's no point in wasting time and energy in thoughts of how it used to be. Whatever it was, or will be, it won't be that again. More lemonade making The proverbial lemonade stand has grown. We've learned to make do with a whole lot less of everything -- time, money, sleep, holidays, shoes -- the list goes on. But a few things we cannot do with less of are ideas, creativity and motivation. Without more of these in our profession, we are doomed. Austerity measures are counterproductive 99% of the time When you limit your thinking or reduce it to "just get by," you will never, ever grow or get out of that place. To become more efficient is one thing, but to operate from a cheapskate stance is another. In 2010, the worst year of our trading, we expanded our staff, locations and client service offerings because we couldn't run our agency in pause mode. Think big, but take responsible risks. Communicate, communicate, communicate With clients, staff, stakeholders and, well, everyone you meet. People appreciate honesty and authenticity. They also want to be communicated with, not at. Small gestures of authentic, personalized communication will go a very long way -- especially if you have bad news. Get off the downbeat bus We are in the business of image building and shaping perceptions, so liven up, people! No one likes hanging out with a loser. Recognize that there are so many opportunities to be had, or created and carpe diem already. To be sure, the PR industry will go through some significant changes in the coming year, but we are ready. So goodbye and farewell, austerity, and welcome, 2011, the year of new opportunities and reinvention.