Monday, December 13, 2010

WOMEN & BEER


No, that’ s not the start of a bar song.

In the spirit of the season, we turn our thoughts at Bandwidth to food and spirits. And this new beer line caught our attention.

As you may know, women are becoming a bigger part of what was traditionally a male market for beer, in the US and abroad.

Some beer manufacturers have lowered the carbs and the calories to women, but Polish company, Carlsberg Polska, is making a bold move to create a beer just for women.

Their brew, Karmi, brings sweet flavors and complexity to the palette without pumping up the calories or alcohol content, so it’ s more in line with what health conscious women are looking for in a beer.

So far, Karmi comes in a handful of flavors: Classic (caramel), Poema di Caffé (coffee), Selua (pineapple/piña colada), and Lamai (guava, dragonfruit and mint.) All are sealed up in a luxurious bottle that feels far more elegant than most dude brews.

Clearly time to cue up a Dudes and Daquiris bar song after Auld Lang Syne.

Happy New Year!

Tuesday, December 7, 2010

Leadership Lessons in a Rock Fan's Dance

Many of you may be familiar with TED videos, the online video library of great talks from the TED (Technology Entertainment Design) Conference.

This talk in particular was great in its simplicity. Far faster than Gladwell's Tipping Point read, and just as cogent in its dissecting a video of a concert dance to make a point about how group movements start.

The lessons for marketers, leaders, teachers, party-throwers are readily apparent: it's the second "follower" that has real guts, turning the bleeding edge into the leading edge.

The second person to follow a lead:
  • turns a solo into a group
  • commits his or her credibility to a possible lone wolf, person, or idea
  • enables the more risk-averse to join in
It's time to value that first convert in following the lead or idea. Seconds, anyone?

Thursday, November 4, 2010

Bandwidth has more Bandwidth - A Moving Announcement

On October 1, we moved into new, bigger offices.
Stop in and say "Mmmmm, that new office smell."

New Address: 1599 Maple Avenue, Suite 200, Evanston IL 60201

New Phone: 312.772.MKTG
Same Website: bandwidthmktg.com

Friday, October 29, 2010

Sample Pack Rats

Takahiro Kawano took traditional free sampling to a new level -- the ground floor retail level.

He created Sample Lab!   It's a store that allows consumers to explore sample products, bringing  a fresh concept to “tryvertising”. 

The 'lab' is filled with lots of unreleased goods in food, beverage, and beauty products.  

There's a store front.  A demonstration room.  A woman's powder room to try out cosmetics.  Experimenting is the key in this lab.

After sampling, members (15 and up who must register) are required to fill out surveys via cell phone.  If they really like the item they may buy it if it's available.  If not, they can take up to 5 or 10 samples home. 

The brand, designers, and manufacturers use the surveys to improve and tweak their product before release.  Sample Lab!’s unique system not only offers brands consumer feedback but also helps generate word of mouth buzz and excitement for new products. 

The franchise is still young, but Sample Lab! has around 700 consumers walk into the Harajuku store a day!  Stores aren't located outside of specific Asian countries, but there is definite interest in opening Sample Labs! internationally. 

Anyone up for trying one?


Monday, August 16, 2010

Don't Go Away Mad, Men.

Yes, now that we're in the heat of summer, it's time for Don Draper and the whole Ad gang to hit our home screens again.  Complete with commercial interruptions.

If you don't know the TV show Mad Men, on AMC network, you are either far too busy, don't care about marketing, loathe serial dramedy, or all of the above.  Not that we'd fault you for any of that.

For the Mad Men neophyte, the show is all about the 60's NY ad game. Stylishly shot.  Very well acted.  And great writing, with lines like these:
You know what my father used to say? "Being with a client is like being in a marriage. Sometimes you get into it for the wrong reasons, and eventually they hit you in the face."

Now in the 4th season, the hits in the face keep coming.  Along with stiff drinks, and all the other Rat Pack longings.

You can catch up on it here:  http://www.amctv.com/originals/madmen/

And when you do, or if you have, you'll find this faux periodic table amusing and creative:



Almost as useful as a cocktail recipe book.


Monday, July 19, 2010

A Politically Incorrect Political Ad

In the era of YouTube, ads like below can get SO much more widespread coverage and viewership thus creating more impact than ever before.

Kind of makes one wonder why so many political ads are still so dang boring and similar.

There's a great book on this that was given to us from a very good friend (and perfect candidate, but that's another story): Run the Other Way, by Bill Hillsman.

His main points are that the two-party system has so clogged the entryway to their own advantage with their own machines that the underdog, independent, clear thinker doesn't really stand a chance.

Unless one takes a chance.

Well, this ad is risky and risque. And maybe not exactly our cup of tea party.

But it's still refreshing to see someone in politics do something a bit out there.

In today's nutty political world and now internet fueled movements, maybe there's even more chance for change.



http://www.huffingtonpost.com/2010/06/17/dale-peterson-cuts-the-be_n_615907.html

Thursday, July 15, 2010

Just Draw Me Some Kind of Poster! Can't You Push Your iMac Layout Button?

The attached 'email interchange' is amazingly funny.  

Not to turn everything into a lesson, but buried in the humor are a few pointers:

• be very clear on what you want when you ask for a creative solution to something
• creatives want to make something useful and memorable -- if you don't want invention, do it yourself
• good designers are a rare breed of eye and thought -- the best work appears effortless, and thus often in dollar terms is undervalued
• writers always have to turn everything into some deeper meaning -- so forget the points above now and just laugh when you see this:


Monday, June 21, 2010

Gatorade Listens But Doesn't Hear


We just saw something that made our blood boil -- and we're not saying that 'cause it's a 90º June day.


Gatorade put a promo piece (?) together for it's new Mission Control, a small room with a bunch of monitors, it appears from the video, where 'G'  will monitor all social media, web analytics, and, presumably, the negative impression this blogger had for its latest brand-blob.


Viral, social, online in general, has finally done a very nice job of toppling the old one-way, mass media communication to put the dialogue between brand and consumer on a more equal footing.   

Discussion oriented, possibly.  Channel busting, certainly.  

We praise the ability of consumers to now actually voice concerns, or praise, and move away from the corporate behemoth feel of something being shoved down one's throat that sometimes our advertising brethren helped to engender.

And that's where this "G" piece SO misses.  

Don't talk to us in big bold type about your gigantic mission hub of social monitoring.  It's the exact opposite of what you're claiming you're trying to do.

Mission Control watching all things digital about your brand is big brother.  It's corp speak.  It's NOT a conversation.  

And it sure as hell isn't cool.

Plus, it is all about message and bluster and not about product or how you, Gatorade, are going to improve my life with your product.  Sure, there's one quick mention about product, but it's lost under the lame license-free sounding music track.

If this shows us anything, it's about what can happen when a big brand that has been built on big brand ads and big endorsement deals doesn't know what to do in the new 2-way communication world...when the little guy is more in charge.

If only electrolytes helped with marketing thinking, maybe 'G' wouldn't be as 'L A M E.'

Tuesday, May 25, 2010

Karaoke iPhone App is For Gleeks

So a while back we wrote about how an artist and a technology company got together to leverage the iPhone and create a uniquely engaging app.  The rapper T-pain brought his songs via karaoke to the iphone with autotune, a pitch corrector, which allows anyone to sound like T-pain.   The app took off and was a viral success.

The tech guys behind this success are back for Fox's hit show GLEE.  You can download a Glee app which will allow you to karaoke the same songs preformed by the cast of the show. Autotune will show how on pitch you are and will even correct your voice. 

Of course, It wouldn't be an iPhone app if you couldn't share it with the world via facebook etc.  

What a perfect fit for a TV show about a Glee club: a karaoke app that enables you to take the place of your favorite  character, sing their songs, and share it with other rabid fans of the show (AKA Gleeks).  The Glee app and songs are available for $0.99 on itunes.


Monday, May 24, 2010

General Ideas on Strategic Leadership

Last Tuesday night, General Petraeus addressed 1500 people at the Fairmont Hotel Chicago.   While most topics covered the what, when, how in Iraq and Afghanistan, the General also spoke on Strategic Leadership valid in any situation, from a man who knows the worst case scenarios cold.  



While we may not do justice to the entirety of his speech, his key points, paraphrased, were these:

1) First, one has to have the right ideas -- with out the right idea, all else is irrelevant.   

For Petraeus, this meant starting with the right inputs to get the right outputs.   Makes sense.  If one doesn't have the right information, education, skills and team, one ends up with wrong output for the wrong job.   

2)  Second, one needs to communicate the right idea down the chain of command.  For us in the private sector this mean communicating the ideas all the way through the organization so everyone has an understanding of what to do and its relative importance.  

3) Once everyone's on the same page, the next step is overseeing correct implementation without micro managing.   Illustrating this point, he used what we'll call the "Get down the road" management technique.    

He saw management's responsibility as showing people the path, the direction, then drawing the right and left hand lines and telling the team to "get down the road".   Of course, if they go outside the lines, its managements' job to help get the crew back on the right path, which is why the Army shares best practices (and worst practices, actually) for all of their initiatives.  

The last slide of the evening he showed us his Iraq 'dashboard':  number of bombs found, attacks, and casualties since the beginning of the war.   

The US Military's goal was to minimize the violence to peace time standards so that mundane activities could be conducted.    

What's notable is the General could explain the weekly rise and fall of violence all along --  at any moment, he can see how many acts of violence happened today, yesterday, this week or for any given period since the start of the Iraq and Afghan Wars.

Scary, and sad, but effective, and, once in war, a smart, quant tool to have.   As in all things, if one doesn't have a metric, one has no sense of a goal.

This commitment to strategic leadership has given him the ability to get the right ideas, implement them and adjust when necessary.  

Not a bad lesson in getting things done from a man who has to bring peace, defeat an insurgency and build a country while getting shot at all the time.   

Makes your job look easy, right?

Monday, May 17, 2010

Shine on Chrome


Google Chrome, that is.

This recent ‘ad’ from Google is fantastic, interesting, captivating…all in a simple product demo. 

No spoken words, just the power of moving pictures, worth 1000s of words, seen in a 1000th of a second.

The video production utilizes the Phantom high-speed camera capturing the high speed of Google Chrome…vs lightning…vs sound waves…vs…a spud gun.

It’s sheer fun, yet compelling. 

That’s why, in our minds, Google will continue to outstrip and outrun Microsoft.  Though search is still the mega-money pot at the Googleplex, we hope their drive for innovation continues to earn them converts and accolades. 

We’d pay for Google sites if we had to, or Google office.  And we’d NEVER have that feeling about Microsoft.

Chrome marketing, including their SuperBowl spot for Google search that relayed a whole romance in the speed of a Google search query, was simply appealing. 

Innovative products mirrored by innovative marketing causes us to root for Google.

That’s a far cry from the feeling one gets from the ‘softies in Redmond, and the tired, tried-too-hard Zune marketing work, or dinosaur print campaign (get it? you’re a dinosaur?! Ugh.)

Even the Crispin marketing agency’s “Windows was my idea” work, like Microsoft products overall, lacks magic and imagination

So here’s to hoping true innovation and a mission stating ‘don’t do evil’ can win out over the blast of Ballmer and bloated software driven by the dominant operating system.

Go Google.




Monday, April 19, 2010

So What's Anti-Social Media?

Bloggers love to write articles on how to leverage social media to create a movement.  They call this going viral, creating a tribe or creating a following.    

Many draw from success stories.   Then they seem to imply that by following a set of rules, one can achieve the same success.  

Casey Hibbard wrote an excellent article about Lance Armstong's uber-popular Live Strong movement for the Social Media Examiner.  

Her article is full of great advice about the intelligent social media tactics used by Live Strong to achieve social media success.   

livestrong blog

But while the lessons are sound, she and other denizens often forget to ensure one asks a basic question to start:  is you company or your industry 'socializable?'   

Can Live Strong's success be recreated using some of the same tactics?  Yes, if your company, your initiative or industry can galvanize people in the real world.   To create a following online there has to be a real reason to follow.  

Ideally, you have to nail one of the following attributes: 
• create something entertaining
• enable people to show off
• help people connect, re-connect, or FEEL connected
• indulge some voyeuristic tendencies
• ensure one will feel 'left out' if not participating

And to some extent, if you are bringing the next Sham-Wow or 3G light bulb to market, don't hold your breadth for 1 million twitter followers or 3 million youtube views. There is most likely no compelling reason for consumers to give their already fragmented attention or time.  

In some ways, any type of marketing, social or no, comes down to the same simple phrase:  what's in it for me?



Tuesday, April 13, 2010

Product or Service? Or Both?

P&G, the globe's pre-eminent goods marketer, is testing a branch into service businesses with their brand names.

Leveraging brands that have long dominated the shelves, P&G now runs 'Mr. Clean' car wash and Tide Dry Cleaners.  Can Iam's Pet Walkers be far behind?   Pantene Hair Salons?

The advantages are many:
• an experiential play on brands/goods that heretofore only went from retail shelf to kitchen or bath cabinet
• another 'advertising' vehicle 
(Side note:  we at Bandwidth helped to use Taco Bell's stores as billboards for many years, given the dearth of media spend compared to the bigger burger chains)
• a great way to test new products within or outside of the title brand's portfolio
• a built-in name brand that can possibly rise above the Mom & Pop shops without a name or reputation

The downside?  Making sure that quality stays consistent and the experience is a good one.  

Many a real service company has fallen hard when the human component comes into the equation.  Delivering in the service realm goes far beyond making sure your package looks pretty and gets to Aisle 2 on time.

But, that said -- good luck, P&G.  Always good to see a big behemoth take a small chance on something different.  

Monday, March 22, 2010

When Lit Goes Rap Sampler: Hip-Hopifi-fiction?


Interesting article in Sunday's NY Times book section about, among other things, the lifting of famous authors' words to create new works.  Almost music sampler style.


So the mash-ups so popular in music might appear in the literary world?  Copyright and trade infringement effect everyone, though the lit class has somewhat dodged the sampling bullet, maybe because its a sleepier, older, and less profitable world to begin with.

I'm sure an attorney could argue against this statement.  Or for it, as attorneys do.

Anyway, in our creative way, it got our mash up brain's thinking:  where else can one sample and combine for a synthesis of new off of the old?  Brands?  Sure Buckeye BBQ sauce Lays chips is just a start.  Maybe Intel Potato Chips?

Food for thought there.  

Mash ups are here to stay.  And cool stuff can be created...out of recreating.

In fact, this recreation is a fave of ours, for any of you who are amused by Charlie Rose, this is even more amusing:


Wednesday, March 17, 2010

In Your Face Book



You know online marketing is important. And social media's all the rage. Twitter, LinkedIn, Facebook, YouTube...and, now, fantasy March Madness.

But where are consumers spending the bulk of their online time?
According to recent findings by Nielson Company,

Of the 116,000,000 visitors per month to Facebook (4th overall online), the average time spent on it is 7 hours per month.

Yahoo! is a distant second, with only 2 hours 28 minutes per month.

Amazingly, 11.6% of all time spent online in January was spent on Facebook.

Clearly, this Facebook has great eyeballs.

Add in the fact that you can customize ad campaigns by:



  • Location
  • Age
  • Sex
  • Keywords
  • Education
  • Workplace
  • Relationship Status
  • Relationship Interests
  • Languages






That said, just as in the old TV ad days, eyeballs and engagement are two different things.  This says nothing about click through, let alone conversion.

But the reach and dedication of users here is undeniable.  Just another eye buy to consider....




Friday, January 29, 2010

Yo-Yo Ma MashUp


Crossover categories can be big, and musical taste is a subjective, eclectic arena at times.

But who at Sony Music decided there might be a Yo-Yo Ma market among Passion Pit fans, as they popped this ad up alongside the electro-pop music sampler?



Where does Yo-Yo Ma, a world renowned Cellist, cross paths with Passion Pit, an up and coming hipster band?  

Maybe in the halls at HQ, but no where else, we'd imagine.

As we've said before, sometimes when the logic button is off resulting in online mismatches, no one gets much out of it.

Then again, maybe Yo-Yo is a big fan of the Pit.

Tuesday, January 19, 2010

iPhone App$$$

Would you pay $1000 for an iPhone App?  Maybe if it helped you pass the Bar Exam.

A new category of ultra-expensive Apps have hit iTunes -- education Apps for professional exams.  

Offline versions of same often hit $3-4K, if not more -- so there's a savings.  And, if the interface and interactivity are well-designed, this could spur a whole new valuable breed of App-ware.

Imagine this applied to Doctoral studies, Pre-med training, etc.  In fact, any college or professor with a killer curriculum might look into a way to package class up and make it mobile.  

The base versions of 'offline' classes have been done for years, from PBS-esque video series to Podcasts to more.  So leveraging the uniqueness of the iPhone will be key.

Imagine an architectural school creating augmented reality tours of key city structures.  Or a veterinarian prof doing an augmented reality tour of the zoo?

You listening, Career Education Corp.?  DeVry?  Hah-vahd....

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