This new year, Special K is putting its familiar, two-week weight-loss challenge in a new, longer-term context via a campaign themed "What Will You Gain When You Lose?" The Special K Challenge's fundamentals are the same, but the campaign encourages women to focus on the lasting emotional benefits of shedding extra weight -- more self-confidence, courage, pride in themselves, etc. -- rather than fixating primarily on the numbers on their scales. "The Special K Challenge provides the kick-start that women are looking for in January, but this campaign's approach recognizes that for most women -- and men, for that matter -- weight loss and maintenance are a 24/7 journey," explains Mylene Pollock, creative director for Special K at the Leo Burnett agency. "Shifting the focus to how you want to feel provides the ongoing, positive motivation to take the longer view, including getting back on track when those inevitable missteps occur." All of the campaign's efforts, which span traditional and digital media, seek in one way or another to help women envision and put their desired emotional benefits into words, gain inspiration from others' goals and stories, and benefit from community support and Special K's tools. Take, for example, an interactive kick-off event scheduled for Jan. 3 in New York's Times Square. Consumers will be invited to step onto a larger-than-life scale and have their reactions projected on a large screen in that oh-so-public venue. Those gutsy (or masochistic) enough to do so will be no doubt pleasantly surprised to see that, instead of their weights, the scale will display a word or phrase capturing an emotional benefit of achieving their weight-loss goals. "Instead of being possibly the worst moment of the year -- that moment we all dread, of stepping on a scale after indulging in all of those food rituals that stretch from Halloween through Jan. 1 -- people will see a motivational message instead of a number," says Pollock. "Breaking the tension with that surprise and showing participants' reactions should provide an inspirational moment or story for others who are watching, as well." (Similar events will be held in Chicago's Union Station on Jan. 11 and The Grove in Los Angeles on Jan. 18.) Some of the Times Square event moments will be used in a TV commercial that will begin airing soon after Jan. 3. In the meantime, starting this week, a spot featuring video that was shot during a smaller step-on-the scale event staged in Central Park in late November is already on-air -- along with a second new spot that's more reminiscent of Special K's traditional creative approach. (The latter shows a woman in a red coat having one of those Special K moments: being mistaken for Santa by the reindeer that have just landed on her front lawn.) The 30-second spots will be broadcast during a range of daytime programming (including "General Hospital") and prime-time shows (including "The Biggest Loser"). One major element is a Special K sponsorship of the January launch of the Oprah Winfrey Network (OWN), which includes both traditional commercial airings and sponsorship units tied in with various programming. Watching Oprah's personal dream of having her own television network become a reality synchs nicely with Special K's message of envisioning and realizing personal weight-loss/emotional goals, notes Pollock. Print ads will run in cooking, entertainment, fitness and more general women's magazines. In some cases, through partnerships with the publishers, the ads' content will synch with the theme of the articles in which they are placed (exercise-related copy included in an ad placed within an article about a workout routine, for instance), according to Pollock. Not surprisingly, given the stress on engagement and community support, online and social media components are central to the campaign. One intriguing concept: Using the millions of Special K cereal packages in stores as inspirational, interactive tools. Backs of the cereal boxes currently include an empty cartoon bubble, and consumers are being encouraged to write in words conveying the emotional payoffs they will realize from sticking to their weight-loss programs. While some might choose simply to keep the box in view on their kitchen counters for motivational purposes, they also have the option of photographing the boxes-with-words and sharing these -- along with their own photos, if desired -- in a gallery on SpecialK.com, which is also accessible through and has its own tab on the brand's Facebook presence. Alternatively, consumers can skip the box photo and just go into the gallery area and upload a word and a photo of themselves. Either way, the program will not only post the word and photo, but generate a customized version of an inspirational video that shows the fan and her personal word at the end, which can be saved for re-viewing when temptation strikes or motivation lags. Furthermore, some of those who choose to post on the gallery will be featured in the campaign's online ads, adding a personal/inspirational element to those efforts. The site/Facebook features have been designed to make them portals that enable users to engage at their own desired levels, notes Pollock. They can opt just to read others' stories and postings, or join in on the conversation/community, post their own videos, or download coupons (currently, a buy-one-box, get-one-free coupon for Special K cereal is being offered, for example). Notably, the tools/engagement opportunities offered include a free mobile app called myPlan, which puts recipes and tips, plus a shopping list capability and personalized two-week weight-management plan, in the user's hands for on-the-go access. The app (downloadable in versions compatible with Apple and Android devices), can be used to track weight-loss progress and earn "achievements" that can then be shared with friends on Facebook. The two-week planner can be used at any time, not just during the Challenge period. The app's recipes are particularly important in helping to make it clear that the Special K Challenge and Special K products are intended to be part of a commitment to eating healthy, "real" foods like fruits and vegetables to enable weight loss and maintenance -- not just a short-term, quickly abandoned diet resolution, explains Pollock. Twenty-ten saw the brand focus on adding higher-fiber content to its cereals (its bars and shakes already delivered high fiber levels), and 2011 will see new additions to the rapidly growing product line. These will include a dark-chocolate shake variety and a multigrain product, reports Pollock. The latter -- Special K Multigrain Oats & Honey cereal -- is already being promoted on the brand's Web site as "coming soon."
The New Year generally brings feelings of hope and renewal, but not when it comes to Americans' attitude toward the economy, according to a poll from Harris Interactive. Although slightly more optimistic than a year ago, two in five surveyed say they feel less secure financially than a year ago and almost half say they expect the economy to stay the same in the coming year. One-third (36%) feel just as secure, and one in five (19%) now feel more secure. While this reflects the end of a troubling financial year, it also shows an improvement from what people felt last year at this time. One year ago, over half of Americans (56%) said they felt less secure about their financial situation when compared to the previous year. President Obama is also probably thinking ahead to the economic future and his handling of the economy. At the end of his second year in office, just 30% of Americans give him positive ratings on the job he is doing on the economy, while 70% give him negative ratings. Looking ahead, 26% of Americans say they expect the economy to get worse in the coming year, while 29% expect it to get better and 45% say it will stay the same. Last month, 34% said they thought the economy would be getting better, 41% said it would stay the same and 25% believed it would get worse. In looking at the job market, 13% rate the job market in their region of the country as good, while 63% rate it as bad and 24% say it is neither good or bad. Looking ahead, 25% of U.S. adults say they expect the job market to be better over the next six months, 22% say it will be worse and 54% believe it will remain the same. Looking to what people may be doing with regard to their finances in the coming year, 49% of Americans say they will cut back on their household spending. Two in five say they will pay down their level of debt (41%) and save more in the year ahead (40%). One in five U.S. adults plans to get rid of one or more credit cards (22%) and save more for retirement (22%), while 13% say they will undertake home improvements that increase the value of their home. Fewer than one in 10 plan to invest in less risky investments (8%), refinance a mortgage (6%) or take out a home equity line of credit (2%). And, one in five Americans (18%) does not expect to do anything differently financially in 2011. At the beginning of the year everyone always has the best intentions, says Regina A. Corso, a senior vice president at Harris Interactive. Resolutions are made typically about health, diet and/or finances. But, as everyone knows, resolutions are also broken and if they last until the end of January, that's a great thing. As the year goes on, it will be interesting to see if people are saving more, paying down their debt or cutting back on household spending, she says. This Harris Poll was conducted online within the U.S. between Dec. 6 to 13, among 2,331 adults (ages 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.
When it comes to winning the hearts and minds of e-shoppers, there's still no stopping either Amazon or Netflix: The e-commerce behemoths came in tied for the No. 1 spot in ForeSee's 2010 Holiday E-Retail Satisfaction Index. The top position has been held by one of the two e-retailers since the Ann Arbor, Mich.-based research company launched the index six years ago. But the real winner may well be e-commerce itself, Larry Freed, ForeSee's president/CEO, tells Marketing Daily. "We looked at the number of people who came to the Web to actually make a purchase, as opposed to just browse, and that number rose to 38% this year, from 34% last year," he says. "And while that may reflect gains in the economy, it is also an indication that people continued to be more satisfied shopping online. Shoppers were quicker to pull the trigger." Overall satisfaction declined one percentage point to 78 on its 100-point scale, but is still substantially above the 74 scored in 2008. The top five retailers are all at the top of their game, he says. Amazon and Netflix, tied with 86 on a scale of 100, are followed by QVC (which rose three points to 84), Avon (up two points to 83), and L.L. Bean (up three points to 83.) But there are signs of weaknesses among the 40 largest individual retailers tracked by the study, as well. Walmart, for example, the world's biggest retailer, fails to crack the top 10, "despite equal scores with Amazon when it comes to customer perceptions of price," the report says. "The data suggest that Walmart's top priority should be site functionality." ForeSee also analyzes which elements play the greatest part in satisfying customers. For example, how well a site functions was a primary driver for 19 of the 40 sites. Including Apple, Dell, Costco, Netflix, Sears, and Walmart. But merchandise variety was top priority for 14 of the measured sites, including Amazon, Avon, Best Buy, L.L. Bean, Macy's, and Newegg. Price, on the other hand, came in No. 1 only at eight sites, including Avon, Cabela's, and Target. And content was only a priority for two sites: Victoria's Secret and Williams-Sonoma. Overall, Freed says, he continues to be impressed with the way Amazon stays ahead, year after year. The Seattle-based retailer just announced that the third-generation Kindle has become its best-selling product ever, even surpassing the final Harry Potter book. "So many people own a Kindle, yet it's still constantly featured on its home page -- most retailers would have taken it off by now and put something else there," he says. "But consumers look past it. And it's not just the biggest site, it continues to grow the most, including the biggest percentage growth. That's just incredible."
Sears may have a new slogan: "Where America Shops ... for movie and TV downloads." The retailer, which also owns Kmart, has launched Alphaline Entertainment, an online movie service that lets users download TV shows and new movies on the same day they are released on DVD and Blu-ray Disc. Sonic is working with Sears on a multiphase rollout that will make the new service available on a range of devices, including HDTVs and mobile phones. Sonic's multiyear agreement with Sears extends the reach of the RoxioNow platform, which powers digital services for retailers, cable operators, PC manufacturers, Hollywood studios' direct-to-consumer initiatives and game vendors, extending each company's relationship with buyers. "Collaborating with Sonic provides a great opportunity for Sears and Kmart to launch digital services for customers seeking even faster access to the latest in home entertainment experiences," stated Karen Austin, president of Consumer Electronics for Sears and Kmart. Sears isn't the only retailer that wants to grab a share of the lucrative Netflix marketplace. In February, The New York Times reported that Walmart had bought Vudu, a service that streams movies to Internet-connected TVs -- a deal estimated to cost $100 million. In addition, BestBuy teamed with Sonic to put its movie library in all of the Web-connected devices the company sells at its stores.
AT&T has teamed with Bazaarvoice to create a new section on the wireless operator's Facebook page where customers can read, submit and share product ratings and reviews of AT&T products. The new "Ratings" tab on AT&T's Facebook page essentially imports the five-star-scale ratings and reviews posted on the carrier's main Web site. Users can see recent reviews posted directly on Facebook or the brand site, along with those for featured, highest-rated and popular phones or other wireless gear sold by AT&T. The company said the new section gives customers a new way to "engage with each other on Facebook around the products they love." Or don't. AT&T earlier this month was rated as the nation's worst wireless carrier in an annual cell service survey conducted by Consumer Reports. Customer dissatisfaction is reflected in harsh comments and complaints about AT&T service on the carrier's Facebook Wall. To its credit, AT&T isn't purging the negative feedback, at least not all of it. It also appears to be the first of the four major carriers to set up a dedicated area for product ratings on its Facebook page, which has 755,244 fans. The company has offered ratings and reviews on its own site for the last two years, but more recently has integrated Facebook's "Like" button as well. "Browsing product reviews has become an integral part of the online purchase process for more than 70% of consumers, and we recognize the importance of bringing those customer conversations to the forefront of our business," said Christopher Baccus, executive director of digital and social media at AT&T. To that end, AT&T used the Ratings & Reviews module from the SocialConnect Applications suite Bazaarvoice introduced earlier this year allowing companies to syndicate content across Facebook, Twitter and MySpace with custom tools and apps. In addition to giving consumers a way to share product information, the software allows brands to track what's being said and shared. Bazaarvoice has previously worked with companies including Google and the Nielsen Co. to integrate product reviews into other types of online content and services.
Top 10 DMAs in which reside adults who agree with the statement, "I regularly eat organic foods." 1 San Francisco-Oakland-San Jose, CA 2 Los Angeles, CA 3 Seattle-Tacoma, WA 4 Washington, DC (Hagerstown, MD) 5 New York, NY 6 San Diego, CA 7 Miami-Ft. Lauderdale, FL 8 Boston (Manchester), MA-NH 9 Chicago, IL 10 Atlanta, GA Source: GfK MRI's Market-by-Market study, http://www.gfkmri.com/ProductsServices/MarketbyMarket.aspx
Brands such as The Huffington Post, TMZ and others have built in only a few years, and at fractions of the cost, what it has taken The New York Times, ABC and others decades and hundreds of millions of dollars to do. Even bigger changes affect the PR industry as social media opens every individual up to disseminate information and affect brand perception from Facebook, Twitter and other entities. There has never been a more difficult time to work in the industry of shaping reputations, as attention is clearly the most valuable form of currency for marketers. Twenty eleven will see massive change for the public relations business:
1) Content Will Be King We create as much information in two days now as we did from the dawn of man through 2003, according to the CEO of Google, Eric Schmidt. Success in 2011 will be about controlling the content and message (better than Lebron did), as the social Web has had a democratizing effect, allowing social media to serve as newswires for information dissemination. Whether op-eds, viral videos or corporate blogs, self-created content will be king as the public can be reached in non-traditional ways that achieve PR goals -- perception communication and perception shaping. 2) Public Relations And Marketing Will Morph Together Whether it's about product placement or budgets being spent to mine for online data, the days of traditional PR for the sake of column inches is largely behind us. From requiring an understanding of how to communicate with shareholders to recognizing that today's economy requires a driving of business results to win market share, today's PR pro will win via positioning their expert storytellers in the right place, and the right way. The one-way flow of communication no longer exists. Brand equity will thrive and remain king as PR and marketing morph. 3) Public Relations Will Own Social Media SEO To Increase As social media redefines influence (Ashton Kutcher vs. CNN, Lady Gaga challenging U.S. senators), PR will own social media. According to the Digital Readiness Report, PR leads digital communications at 51% of organizations and will continue to. Expect increased focus and spend on search, the largest media in the world (as Wall Street already values Google.) Search Engine Optimization, or "googling" someone affects ones' brand perceptions and what brands one buys and sees first. SEO as a PR principle will increase in 2011, as PR and content creation will be seen as the most effective tool to affect online search results. 4) PR Will Report to The C-Suite And Budgets Will Increase In today's rapid-response media world of instant feedback (and Twitter and blogs), can any brand afford not to have its perception accountable to the C-Level suite? With the economy in the doldrums, PR professionals today will be expected to remain sharp, business-focused and on point. With consumers more distracted than ever, messages have to be super-sharp, and campaigns will only be deemed effective if beneficial for brand perception (and ultimately sales). PR executives will increasingly be the pulse for the CEO. 5) Crisis In The World Of PR Will Become Common In a year in which we saw Tiger Woods miserably fail in the PR (and marriage) function, and Wikileaks affect worldwide governments' PR, this is a year in which crisis communications has been front and center. In 2011, public relations pros at companies of all sorts will be expected to take more responsibility and have ongoing visibility for crisis, especially after the financial meltdown impacted companies of all sizes. As online commentators or the wrong tweet can affect a company instantly, crisis will become part and parcel of day-to-day PR, and expect soon to see 24/7 PR offices and PR operations.PR in 2011 will keep the philosophical riddle relevant: "If a tree falls in a forest and no one is around to hear it, does it make a sound?"