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Ice cream. You would think that a product whose consumption is weather, leisure and time of day dependent would have a finite saturation point.
Not in Italy!
I was reminded of one of marketing's fundamental principles - to increase total consumption = amount consumed per occasion x no. of occasions.
How do they do it? Well, I saw glamorous fashion girls eating ice cream at work, people strolling at midnight munching, people by themselves, people with their families, people eating ice cream at 10 in the morning. In Italy, ice cream is an any-time snack! The no. of consumption occasions is unlimited.
How do they do it?- Opening hours are longer for ice cream locations (except supermarkets!!) and it is in many different types of stores.
- Consumption is embedded in everyday behaviours - as kids they learn ice cream time is any time!
- There is a broad appeal - even svelte shop girls can be seen eating it
- They create a fabulous product...mmmm gelato!
- Each of the gelato stores does things with a unique twist, be it saucer-shaped scoops, funky packaging or generous mountains of gelato on display.
Have you thought about the basics for your brand recently? How can you increase the times that people can enjoy your product? A couple of great ways to stimulate our ideas on this can be (solo or brainstorming): - Map the phases of the day - i.e. early morning, late morning, lunch etc and map out activities, emotions and social activities that occur - how could your product (or a new version of your product) sweeten that moment?
- Set yourself a challenge - each person need to come up with 5 new times/ways that people could benefit from your product in new occasions and why. Give yourself 10 minutes to do and then discuss.
- Drill down into the 1) emotional and 2) rational benefits of your brand - where else could you apply these benefits to your customers?
Have you seen any great examples of brands extending their occasions? Do you have a curly product that you are struggling to do this with? Tell us about it!
flickr photo credit: vicbrasil
Recently, I read the McKinsey Five Forces Shaping the Global Economy Report and my, what an interesting read. It is a useful mirror to reflect on our level of global and innovative thinking. One of the sharp moments of reflection that this report should give any business person in a developed market is the realisation that maybe we just think we are innovative. Some snippets: Chinese and Indian companies are developing business models at faster rate [than companies in developed markets].
US companies are least likely to amend practices to take advantage of opportunities in developing markets.
[on the list of how companies plan to act to harness opportunities in a more global market] the lowest is developing a local brand (17%).
The biggest perceived benefit of increased information flow globally is innovation (40%).
Starting with new business models. Yes, as there is increasing corporatisation in developing countries it is natural that they are more focused on evolving business models. However, this a timely reminder that just because our model has worked well for a while - have we thought about whether it will work in the future? Have you? (for some great thinking and debate, check out Alex Osterwalker)
Why is developing a local brand the lowest preferable option? This too should have an accompanying sharp stab of recognition of how self-centric companies in-market can be. Firstly, if brand is about creating meaningful connections with customers - why aren't we considering local brands? (not delving deeper into the global:local brand debate here). Who says the next big global brand won't grow from a small town in South Africa?
Ironically, despite the scepticism of the true value of creating a globalised organisation (as opposed to a more consumers = more dollars view), 40% of companies expect to improve innovation through increased global information flow. Does that mean that we are happy to continue to treat global markets as yet another data point? What would happen if you walked around an Indian supermarket with your local team? What ideas and expertise would you find?
I think this report presents a great opportunity to re-look, really-look at how global we are, and how global we can become. In terms of revenue, innovation of product and business models and of meaningful activities in the world.
Are you really global?
Yesterday I saw a super happy person.
A younger women, in uniform, in a work car and working by herself. For a utility of all things.
Yet she emanated happiness and focus.
Why? Because she was surrounded by her own music, was wearing the uniform with her own style and was doing things her way. And she was working late too.
She had made wherever she was HER place.
How are you making your place(s) YOURS?
(In an inspired frame of mind thanks to Linchpin by Seth Godin, Matt at Life without Pants and @MelissaGorzela)
photo credit: whsimages
Thinking about corporate social responsibility in particular this week. And I wonder, are we looking the other way?
With all the focus on ROS, ROE, ROI....are we looking at things in reverse?
Sure, we need to find money to support change initiatives and do so sustainably. But who has REALLY ever changed behaviour because of their head, logic and the company's money. I think we are looking the wrong way....with all the focus on return.... we are missing the point.
It is good. It feels good. It helps. It makes others feel good.
And that feeling is what really drives sustained engagement and change.
Money shmoney. If people (who make up companies) believe and it is their hearts that are engaged, they will find a way to make it sustainable financially.
What do you think? Are these glasses too rosy?
photo credit, the very cute Derek (lilbuttz)
With all the business heroes, stars and mavens, it's easy to forget the other star performers.
Those who have little (at least to begin with).
Yet somehow, their children end up going to good schools and performing well at University. And perhaps they own their own home outright. Or they manage to pay the rent and eat well.
These are the people who I admire, who work 350 days in the year, making little, but little by little, and with clear goals and values - transforming their lives.
And they are successful. In their own way.
They show courage, positivity, hard work and a determined vision of what they would like to achieve. If they can come so far, perhaps we can learn from them and make that special project happen, achieve that raise or maybe, change our world.
respect.
photo credit: kdriese
Wonderment. Yesterday, whilst selling off goods and chattels at a local market I saw the power of the Nike brand.
In an endeavour to continue the re-use cycle of my MUCH loved running shoes, I threw them in to the mix of oddments as I laid my life on sale at a local market.
Despite their clear use, these shoes were snapped up with glee. In fact, by people who didn't even fit them!
I am happy my shoes will continue their life and am reminded of the long memory of consumers for strong brands, even with significantly reduced above the line advertising.
I wonder however if their more "engaged" consumers through a more integrated / engaging marketing strategy are actually more engaged than we all were with the message to 'just do it'?
What are your thoughts on Nike's marketing strategy?
image: www.sneakerfiles.com
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