Can we do it in reverse?

Microloans and microbusinesses are an incredibly powerful force for positive change in developing countries. Pioneered and brought to scale by Muhammad Yunus and his Grameen Bank (for which he won a Nobel Prize in 2006), the model has now been used in many developing countries by both aid and private organisations.

New models such as Kiva, The Acumen Fund and OrphanIT are harnessing this principle with new technologies and localised action to effect further positive change.

I wonder - could we do it in reverse? Can we use the same methods to help people in need in developed countries too?

Some examples could include:

• Microloans - A gap-filling micro-loan service tied to a major supermarket chain. A friends micro-bank, like they do with circles of women in Africa, supprting positive, repsonsible money management with minimal charges. In effect, acting like an extended family network.
  
• Kiva - replicate the model directly, for micro-businesses and supported with mentors, meet-ups, private social networks. Could be country based or local community based.
• OrphanIT - Grown from an abundance of both orphans and IT skilled people in India in particular, what do you have a local abundance of that can work reciprocally to improve a local need? Is it apple trees and young teenage mums - why not create Mother's Own pure natural apple juice?
  

The great thing about all of these models is that they all support positive, smart and responsible behaviours likely to not only breed success but stability for individuals and their families.

You? How could you reverse the models and help your community?

Image credit: Visual Photos

Is it YOUR dream?

Seth Godin: It's so easy to be sold on the combination of compliance, consumption and approval by the powers that be. Dreams are too important to sell cheap.

Dream in big.

Full, slightly ornery post here in the wake of the wedding.

Loving Seth's sentiment, but also enjoyed seeing what was clearly Will and Kate's happy dream on the day too.

Image credit: http://www.american-doll-outfitters.com/

Sounds like...

Today I realised that to understand the new, you need to start with the old. Something we do intuitively as marketers, but something that by being explicit, we can use more effectively.

Lucky girl that I am, I am currently visiting Spain. And strangely, I keep thinking about Africa. There is something about the sparse, arid vegetation, dry hot taste in the air and the tinge of burning smoke that echoes experiences in Africa. My brain is intuitively framing my understanding of this new place with the other.

Which makes sense. How do we learn, speak, understand without building on what is? From crawling to walking.

Marketing innovative new products, how do you make people want it, speed the adoption curve? Short answer: people need to get it before they buy/use it. So, start with what people know, then take them on the journey with you to a new understanding of what they can do. Examples include Salesforce.com and their "no software" graphic, Apple with their simple examples of conversations and spoof-PC ads, Intel simplifying micro-processors to a simple visual of Intel inside.

It's not the only tactic for helping people 'get' your product, but it can fast track the process.

You? What have you you described as sounds like, tastes like, feels like..?

So, pop up has been hot for a while.

Stores, more recently food outlets. In disused retail spaces, warehouses, trucks, vans, tuk tuks. See a recent round-up care of Flavourpill here.

Why do we get so excited about them?

According to several theories on emotional branding (e.g. emotional branding, lovemarks, brand jam and others) it is a sense of exclusivity and mystery that helps us connect with brands. We feel special and therefore we choose to connect to the brand which makes us feel that way.

Beyond fashion and food, how can we apply the pop up excitement in different ways, different industries?

Here's some different frames to illuminate the potential for other ways this technique can be applied to your brand. And incidentally, how you can give back to your customers.

• Translate physical to virtual - can you create a virtual pop up experience or offer?
• One to many - Instead of one pop-up, can you multiply locations, people, offers? Imagine doing a mass pop-up around the city, a mass pop-up of your product or service taking over a disused or ordinary space.
• Pop up to serve - If you have a service, can you pop up right where you're needed? Think massages at the end of a race, accounting or life advice for individuals affected by organisational collapse?
• Crowd-source your pop-up - Engage your customers who can vote where you pop-up and fun details. You never know, you could be popping up on the top of the Empire state building dressed as sailors, with your customers along for fun.

For my business, virtual desktops, we could take the benefits - being able to work anywhere, on any device, and create pop-up co-workings spots in ingenious locations and styles. You just have to be in the virtual desktops user club to know.

One of the best examples of the notion of pop-up that I have experienced is 'Secret Cinema' in London. You register, receive an email outlining only what to wear and an oblique clue. One booked you are given a location and a time to meet. It is a fairytale experience of delight that does not publicise but now gets 500 - 700 people per event. Harnessing the magic of mystery to not just promote a brand but create one.

What we say no to defines us

I did a stupid thing. Then I did another, trying to fix it and in fact, compounding it.

The result? My 'brand' is mud.

With myself too.

What you say no to defines you. Your brand, your work, your life.

So, I am reminded and move on.

Embracing the trends: Random Acts of Kindness

Cited as one of Trendwatching's 2011 major trends, Random Acts of Kindness (RAK), is part of a plethora of trends such as Generation G (Generosity), crowdsourcing and indeed the entire social media hive can be said to be in part driven by the desire to give and share.

So - how are you embracing this trend for your business?

Random Acts of Kindness can be a way to express your brand, gain awareness and loyalty with target customers and actually give back at the same time. Businesses with Corporate Social Responsibility programmes have been shown to have better profitability and staff retention, so this is a multi-faceted approach for the business.

Here's 5 ideas to get you started:

1. How do you make a difference in people's lives - is it the supply of stationery so they can communicate, the supply of energy so they and their family stay warm? Find people at the edges of this - those who show a small struggle to pay their bill or those who love pink pens and surprise them with a little extra based on this. A family pack of slippers, a $10 credit, a pack of pink notes to go with the pink pens? Vodafone once surprised me (mid-contract) with a 3 month magazine subscription, which highlighted their unique brand position and definitely increased my brand preference.
2. If you have a supermarket product - ask your merchandising team to buy a random customer one of your products that may be suitable for the customer and give it to a random stranger.
3. If you have a service, catch up with your customer over coffee and ask them 'what else'? What else would they really like to do if they had the time / resource? Then work with them to make it happen, maybe with a free-start to help them achieve it, maybe making some calls to find other supporters to split the cost. A coffee, a few calls and it may make a world of difference!
4. Find your best customers. Surprise them with a hand-written thank you card.
5. Find a not-for profit that people in your team believe in (there will be one) and volunteer your team for a day. Invite some of your customers to join in the fun.

Interflora and KLM have great examples (covered in the original Trendwatching article). One brand that is defined by their Random Acts of Kindness? The Ritz Carlton. Employees going above and beyond for guests is the stuff of legend, the stories being told again and again.

The above ideas may not be completely random, but do build support and give permission for spontaneity. The rest is up to you and your fantastic team!

You? What Random Act of Kindness will you do today?

Successful is risky

As one of my favourite writers, Seth Godin, once said, not taking risks is risky.

So you pull together a marketing plan, using the data, calculating the ROI and working with agencies to maximise your reach and NPS. And launch a campaign that is bullet-proofed to deliver to objectives.

Your competitor launches at the same time...using the same data...and with a similar campaign.

ROI squashed as cut-through, brand-linkage and call to action lost in the confusion.

Safe is risky.

Guaranteed you have great ideas that are a little left of centre. Talk to some customers, ask them what they think. Guaranteed they are going to make those great ideas even better.

What better way to get 'risky' ideas over the line than customer say-so?

YOU? what innovative campaign ideas have you tried? What did your customers think?