Innovation Integration

Technology has come a long way in the last few years. In fact technology seems to be accelerating and integrating into our lives at an alarming rate. Human beings can hardly exist without accessing several forms of technology on a minute to minute basis. Digital natives are reaching a point of near technology dependence. We are lucky if we can even drive to our friends houses without having to access a GPS - how on earth did sales people of the past get from destination to destination without turn by turn guidance?

Google is ready to take the small screens of our phones, gps', tablets, and computers and take them to the next level. A project called Google Glass is allowing people to effectively wear the technology and change the very perception of our reality. Remember Arnold in his most famous role of all time, The Terminator? When the terminator looked across a landscape his HUD was able to identify threats, pick out people and places of interest, and beyond all of that it was able to recommend action. At first glance this technology may seem amazing, in fact you may be jumping at the bit to get your hands on it. It will revolutionize the way humans interact with our environment. It has the ability to increase human effectiveness and allow man kind to be more efficient than ever before. It will increase our ability to network, communicate, relay information (both personal and professional), and even warn people of impending danger.

Though the Google Glass program may result in a major breakthrough, the question is will it again breed a new generation of true digital dependents? For instance, the need to learn how to do long complex math problems was effectively eliminated by the invention of the calculator. On the same note, the invention of the GPS (as mentioned above) took away the need for you to familiarize yourself with your travel routes and surroundings.  Will a new generation of digital dependents need to rely on this technology to execute daily tasks and remain in control of their lives? With all the information being uploaded to their HUD's at all times, information regarding places they like, what their friends are up to, their schedule, even recommendations regarding what they should do and with whom (again organized by marketers who would have complex algorithm's based on behavior), begs the question - could we be rendered helpless without the constant information stream? Of course it is impossible now to be sure. I do look forward to the coming technology and maybe more so to the challenges and issues we encounter along the way. For now I will appreciate the world as I see it now - clean and clear, that is of course until I click my phone on for the latest update!

Images via New York Times

Risk. It breeds Innovation

Innovative Acts of Kindness

Coke has always been known for their polar bears and 'good feeling' advertising. Their red Coke logo is one of the most recognizable symbols on planet earth. How does one of the most popular companies on Earth become even more lovable? I will tell you - they offer free Coke products for nothing more than a simple hug. 

The brainchild of Ogilvy & Mather Singapore - the 'hug' soda machine landed over seas and has seen nothing but rave reviews. Did you really expect anything less? The machine is asking for you to simply wrap your arms around it and smile before it distributes free soda.

The brand will be launching these machines worldwide. Now as I stated before I am not sure if it is possible for a marketing program such as this to fail. It will have a ripple effect as soon as the machine is delivered. If Coke is lucky it will even strike up some viral attention in today's digital world. 

However, outside of merely offering free soda, this machine enforces the brand and its strategy. It emphasizes happiness and a sense of joy. Everyone who comes in contact with this machine will have nothing but good things to say. What also amazes me if the look of the machine. A red machine with white letters that read 'hug me' and is instantly recognizable as Coke. It is amazing what the largest brands on Earth can accomplish. Programs like these leave you with a great taste in your mouth (pun intended). The viral videos leave you smiling and the brand team celebrating. I think Coke did an excellent job with this vending machine stunt and have my fingers crossed that one of these 'hug machines' will end up on my block in the coming months!

Image via WCPO

Innovate personal tracking... time for an evolution

There has been an evolution on the internet over the last few years. Websites no longer offer one page for all viewers. In fact some websites - depending on where you log in and what log in name you use will generate a very different webpage. For instance, one company I am sure everyone is familiar with is Amazon. As you (probably) know when you visit Amazon and log in you will see a list of things you are interested in, or at least things Amazon believes you to be interested in. This is designed to be a wonderful feature. However it can also be a very discouraging feature. Allow me to elaborate.

I have many interest. Lots of times Amazon reflects my interest within its recommendations. However I also have many moods and states of mind. Some days I am a high powered marketing professional. I am looking for ways to further my career, enhance my professional life, and make a splash in the marketing world. Other days I am drinking and need to further my mini-helicopter aviation or become the expert brew master and create the ultimate home brew. This is in fact where Amazon begins to fail me. Instead of recognizing my mood and adjusting my recommendations it combines them. I become a high powered brew master looking for elevate (pun intended) his helicopter and marketing abilities.

Now I know what you are going to say... I could easily create two different accounts, but lets face it that is a pain. I also am just going to end up using the one with correct billing and shipping and I am back to square one. Instead I think Amazon should be the one adapting. Give me an option to set up a 'mood'. Let me choose to be a professional marketer or a professional mini-helicopter pilot. Better yet, recognize this mood and adjust only temporarily. I understand the process at work here, and I understand Amazon thinks it is merely getting to know me better but I also believe it is stepping on its own feet.

I think there is an opportunity to evolve - not only at Amazon but on similar websites and across the web. Maybe one day technology will go so far that the PC will actually be able to judge my BAC from my breath through the digital camera and adjust all my searches to be micro-helicopter related. Just maybe someday websites will recognize that not only am I a huge Bruin fan, but the Bruins are in the playoffs and offer me relevant information without the need for me to search. In turn when/if they lose offer me items to help me grieve. Evolution is a constant process - for now I will allow Amazon to see me for what I truly am - a creative marketer with a passion for (Bruins) hockey, mini helicopters, and micro brewing!

Images via Amazon and Chelseaevo

Innovate.

Image via weknowmemes.com

Window Shopping...?

The internet allows people to browse essentially the entire offering of consumer items Earth has to offer. You can shop in different towns, cities, and even countries from the comfort of your desk, chair or couch. However some people still enjoy the opportunity to go to the store. Get out of the house and see the pieces with their own eyes.

However, a new type of store is emerging. A virtual store front. The storefront (pictured below) offers aisles, products, store employees, and everything else you would expect from a brick and mortar location, however it actually does not house any inventory. The consumer browses the store and scans the bar codes of their desired product which adds it to their virtual cart.

At the end of their shopping spree there is a brief form to fill out essentially highlighting the payment method and where it will ship. There are of course a lot of business savings involved utilizing this method. There is no product to ship, less waste, less employees, and offers a clean and easy storefront for consumers. It also allows consumers to shop in these stores anywhere they are offered with simple delivery to their homes - there is nothing to carry out to the car. Lets say you were on a business trip but needed to grab a few things at the drug store... scan, purchase, and the products will be ready and waiting for you when you arrive home.

This is a great retail innovation and personally I can see something like this becoming a hit at airports and other travel hot spots. It also offers marketers a new opportunity. This is the hybrid of physical and digital. Advertisements and sales can be beamed directly to the scan device while in 'store' displays can still be utilized. New strategies can also be implemented - imagine a consumer who can just scan and buy. No planning, no pick-up truck for transport, no help required. Marketers can truly get creative in their attempt to target these unique stores. I expect to see a rise in this offering. Perhaps hybrid stores which offer the items on shelves as well as a 'to your door' service. A great idea with great potential. However, like most of the stories posted to the blog - time will tell!

Image via MarketingMag

Because - It is the Cup

The Playoffs in the National Hockey League are off and running. As this is the authors favorite sport - we are going to reflect for a moment on their new advertising campaign for the playoffs. The campaign, as the title suggest is "Because its the Cup".

Though I do like that they are playing up the most coveted hardware in all of sports, I fail to see how this campaign holds up to last years. This of course does not have anything to do with the outcome of last years playoffs. History will be made was able to reflect both on the past and present. It allowed people to both relish the events they had seen both recent and nostalgically, but it was amplified by the dramatic commercials. 

The playoffs are just getting started. I will look forward to see how the campaign develops as the playoffs move forward. In a few months there will be a team, a city, a fan base, and fans from all over the world will get a chance to see who raises the cup. However I still have little faith "Because its the Cup" will have inspired any of them.

3M(illion)

Confidence. Confidence can take you a long way. It not only can carry you to a lucrative career, luck with the opposite sex, a better attitude, but it can even inspire. In a recent guerrilla marketing inspired campagin 3M decided to put its money where its mouth is (literally?) when it came to its bullet proof glass. A simple bus stop advertisement for the protective glass now features $3,000,000 of cold hard cash. 

You read that right - three million dollars. The stunt is supposed to show how much trust they have in their protective glass. Arguably this may be one of the most expensive ad's we have seen, especially at a bus stop, however if the glass DOES in fact hold out the display would only merely be borrowing the money. It certainly has impact and you would be lying if you said you wouldn't stop at this ad to see if the money inside was in fact real. This is certainly a great example of a marketing stunt that both has a 'wow' factor and gets a clear message across to the consumer. I am not sure how many consumers have the need for bullet proof glass, especially ones riding the bus, but with the amount of noise the ad seems to have made I am sure plenty of businesses will give 3M another look.

If I am able to locate the address of this bus stop I will sure to release it out over the Twitter wire.

Window Shopping is OUT - Music Shopping is IN

MTV revolutionized the music video by bringing it to the mainstream media. Video did in fact kill the radio star. Since then not much as changed in the music video realm (however we did see Pop-Up-Video). We still have half naked models dancing,elaborate parties and stage shots of the band. However, just recently SENSE developed the world’s first interactive and 'shop-able' music video.

Yes you did hear me right. It is a music video in the traditional sense. There is people dancing, rappers doing their thing, of course these is music, however there is something new. Overlay-ed on top of the video are small squares with an "S" on them. When you mouse over the "S" it reveals a link to "Shop This Look". Essentially allowing you to shop for what the person is wearing in the video.


This is really an amazing idea and wonderful innovation. Think about what marketers can do with this - the future of this technology. It would change the "Who are you wearing" portion of the Red Carpet forever. You see (on television) a celebrity on stage and with a quick scan of your phone via traditional QR code you can see what bag she is carrying or the dress she has on. Beyond that you can go ahead and BUY IT. Take it a step further and apply it away from fashion and into every aspect of television. Lets say your watching a documentary and want to donate - a quick SHAZAM of your phone and you are taken to the donation page. It has the potential to change how people watch TV and view videos on the internet. I hope SENSE has the ability to see the amazing opportunity they may have stumbled upon - because if they do not someone else certainly will.

Viva Las Marketing.

Vegas Baby!

Las Vegas as long been a desirable destination for both business and pleasure. The strip illuminates the desert and creates an oasis of resorts, casinos, malls, and just about anything else you can think of. However beyond the special laws, 24/7 parties, and gambling, Las Vegas is also a very unique marketing opportunity. Vegas offers some of the most aggressive branding and marketing the United States has to offer. Hundred foot high banners and billboards, entire resorts covered with the faces of Donnie and Marie. Floors, bars, even roaming human billboards litter the city with an overwhelming amount of logos and branding opportunities.

This leads me to my question. Does Las Vegas offer a dystopian view into the future of marketing? Or is it merely an anomaly, the exception and not the rule. It may surprise you, but I believe this may be where we are headed. Marketers will take advantage of whatever they are given. If a hotel will allow a full sized banner on the outside - we will put a full size banner from the top to the bottom. I also do not believe that Las Vegas is merely and anomaly. Cities all over the United States have areas, such as Times Square, which are covered head to toe with branding and advertising. Now do not get me confused, I do not believe we will see suburban neighborhoods with logos on door ways and brand ads on the roof, however I do expect marketers to continue to push the envelope and continue to expand their canvas beyond magazines and television. 

I believe when billboards first started to arrive people then believed these would be merely confined to cities and urban areas, but now it is hard to go down any highway in the US without seeing a billboard. There really is only one way to find out where marketers will take it next, and that is to sit and wait. However I look forward to the next creative canvas marketing professionals will take advantage of. Whether is it merely more of the same or something brand new, I look forward to being a part of the marketing future. 

Images via Sin City