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Archive for april, 2007
A small town in Norway called Bamble is doing something concrete to solve a to common problem:
“How much are you willing to pay to have a few nights alone for wild sex with the wife/husband? Many countries and cities feel like their growth rate isn’t good enough and are taking drastic action to encourage families to have more children.” Adventuredad.com
The problem is big problem for companies to. Do you think Pampers could sponsor the payment for parents? So they could make more consumers for Pampers? I have addressed this problem to some politicians, but most of them are to scared address the problem seriously. Did recommend that they at least can play more Barry White music on the local radio (his magic voice has inspired the creation of more kids than most small town has residents).
Here is another solution for Pampers for a “growing market.”
When is Advertising a Mid-Wife?
On extremely competitive markets advertising often doesn’t pay. This leads to companies staking out new markets. Diaper manufacturers today find themselves in such a situation. The market is flooded with products and improved ways of keeping your baby’s bottom dry. Let’s try a fictional example using Pampers.
Suppose Pampers wants to find a new market. They buy 100,000 addresses to couples who have been married or living together for three years in a given area. If Pampers can encourage these couples to have children within a year, their market will grow considerably. With a response rate of 3%, this would mean 3,000 new customers that use 6 diapers per day for a total of 700,000 more diapers sold in a year.
In this case, the cost of the campaign is now easily paid for by increased sales. Once a database with 6,000 new customers has been created, other products can be marketed in the same way or the names can be sold to makers of strollers, baby food, car dealerships, etc. Sales to other retailers alone would pay for the entire campaign.
All moral issues aside, the example serves to illustrate the opportunities for creating a new market.
The battle to create a market and capture the consumer first has intensified lately along with issues of privacy. One way of actively searching for birthrate trends is using the Internet. The Baby Basics site, for example, deals with the final months of pregnancy. Here visitors are encouraged to send electronic postcards to pregnant friends to encourage them to introduce their newborn to joys of consuming as early as possible. The friend receives a starter kit up to 8 weeks before the baby is due. By the time she wakes up in the maternity ward, the baby has already gotten his first advertising message.
We al got 30 years of Disco thanks to Studio 54.
“Studio 54 was a legendary New York City disco located at 254 West 54th Street in Manhattan. It opened on April 26, 1977 and closed in March 1986.” Wikipedia
Yesterday did I talk with former Swedish Marketing Director, Reebok: Anna Reynolds. She did explain how they made success with Reebok: “First you have to create the behavior then you can sell the products.”
In other words a lot of today’s dance floors have to tank Studio 54, and even the ones that dance around with their iPod. I will go to a birthday party this evening to dance like I should have done 30 years ago.
First H&M moved their brand with designers as Lagerfeldt, Viktor & Rolf and now with artist like Madonna. I think the next one should be Al Gore. He could get the best star designers in the world to help him out. At the same time when they are designing the clothes they will learn how to make sustainable fashion. A sort of “we are the design word” that also will save it. In one campaign this is goes from grassroots level to a global shop infrastructure with H&M, so consumer can do more than watch a movie. Off course some % of the money should go to a green foundation, but money is only one of many dimensions to change the world. The suppliers of sustainable fashion and the trendy designers can do a road trips in nature to understand. H&M can in their advertising commercial and PR make a small version of Al Gores film “An Inconvenient Truth.” This will send a massage to the fashion industry: Survival is not a trend!
Fashion is for many people a way of saying how you are. If you shop Al Gore fashion at H&M, it will be visible what you stand fore and that you ARE making a change for the world. This signal will build a global tribe where Al Gore is the chief. But why stop there? This could be a movement. Here are some ideas to start the action of the movement. In every clothes that H&M is selling includes a password, that can be use in Second Life. Ore H&M and Al Gore can make a new version of Second Life called “Real Life”. If you then activate your password you become an avatar in this world. If H&M puts a RFID chip in the clothes that can consumers can connect with their computers. Then you can become an avatar in “real life.” If consumer can control what the chip is doing it wont feel as a spychip. This if for me web 4.0 where we connect Internet with offline. This means that “real life” a leave the traditional computer (at least the computer screen). When you are your personal avatar means that you are online where ever you are walking in town ore nature. Online can you get a mission to work with like in the game World of War Craft. But this mission can also be offline, when you are walking with your Al Gore design clothes. It can be a mission from other avatars ore a mission direct from Al Gore (to save the world for real!). In the control panel can you choice what should happen when you walk in an H&M store: What kind of service do you like to get in the shop? Who would you like to talk with (Madonna, Al Gore ore a “special avatar shop assistant”)? Do you like to hold a lecture about sustainability in the shop? Design a shop window (ore stand for a day as model in it?). Letting them now if it is your birthday (Earth day)? Ore whatever that makes a difference. Now is the time to do things instead of arguing what is the right to do we have to understand that were on Titanic and it will go underwater soon. So my question is would you like to join me in a catwalk for fashion with H&M and Al Gore? This could be a big catwalk in media and also marathons from cities in to the nature we want to save.
I don’t have time enough write more now, have to run to a lecture I am holding today. It is for Swedish Trade Federation (Svensk Handel), the topic is based on my book ONE but with focus on how the consumer revolution can dress consumers in sustainable clothes (hope I will meet H&M there).
Update 26 April: Swedish media (newspapers and television TV4) did interviews. Press clip from BT and the Gothenburg Post (in Swedish).
Update 12 May: H&M green logo.
Internet is a great place to get lost in (to many good places to see). Here is a new tool that can become big for them how wants to find there way online, check it out: Blinklist.com
Google is with its logo showing use that it is Earth day today. When I see their theme logo I think of Al Gore. I would like to see more of what’s under the water surface. It would be great if I could search under the surface with Google Earth. Google is more than a companie and could make that happen. They can put Internet under the surface and let us see the beauty then we al can dive for the future that Al Gore is talking about.
Lets al hope that today’s day is not becoming the Titanic day.
This hate site, fuh2.com is a most checkout. In fact they are creating a movement much better than most car brand. See how they build the mirror and motivate people to give the bad finger to Hummer drivers and their car… Then they sell t-shirt and al of the things that make it to an anti tribe. But the YouTube video is like a buzz machine and stronger than the car the hate.
This evening was Chris Anderson interviewed at the TV programmed Kobra on Swedish television. They did talk about that death of the old hit list. Today is the power more about being different than being al the same (10.000 list talks more about personalities than 1 list). Its sort of saying: Taste, tastes different. Chris is the author of bestselling book “The Long Tail” and chief editor for Wired Magazine. I hade the honour to hold a lecture at the same seminar in The Netherlands as Chris. Really liked his content and way of deliver his points. I do spread the word to a lot of media and the seminar industry in Sweden; my goal is to get Chris coming over to Sweden to hold a lecture. He is really a good speaker and we need him onstage here to spread the concept of The Long Tail (it will soon be out in Swedish). When will Chris Anderson come to Sweden?