What do Kodak and SOPA have in common?

19 Jan


Pick up a paper or turn on the news and you’ll likely come across the two big stories of the week – pending Congressional Internet IP legislation (SOPA, PIPA) and Kodak’s Chapter 11 filing. Both stories are big news in their own right, but is there a common theme between them?  First, a little background:

The Stop Online Piracy Act (SOPA) in the House, and Protect IP Act (PIPA) in the Senate are intended to combat piracy of copyrighted materials by permitting the U.S. government to block access to sites it deems to be infringing. Opponents of this act fear that passage will lead to censorship of the net and greatly limit the free flow of information.

Kodak, once the dominant player in the U.S. photographic and printing market, began to see its position erode with the advent of digital technologies in the 1990’s. The company’s failure to maintain a leading position led to its 2004 removal from the Dow Jones Industrial Average index and its ultimate bankruptcy filing on January 19th. While today Kodak furiously attempts to reinvent itself, its future as a going concern is anything but certain.

Both stories underscore the reality that rapid acceleration of change has undermined traditional methods of doing business. Rather than adapting to new technologies, the recording and motion picture industries spent years fighting against enabling technologies through traditional advocacy and advertising. Their efforts, which led to the impending votes on SOPA/PIPA, now appear derailed by opponents communicating through social media channels and by the voluntary protests/blackouts of Internet companies directly impacted by this legislation.

Likewise, while its competitors committed to adoption of digital technologies, Kodak stuck with an existing business model and only made tentative moves into these new markets once they became established. As a result, companies like Nikon, Canon, Fuji and others captured preeminent positions in the digital photographic market and HP and Epson in the digital printing market. By 2012, the company that once controlled 90% of U.S. photographic film sales was a shell of its former self.

In both cases, new technology and approaches trumped the old ways of doing business. Failure to adapt led them to cling to business methods that worked at one time but are ineffective today. Their managements did not recognize the disruptive changes affecting their businesses early on. Consequently, they failed to deliver the products and services that their customers were demanding.

While the business environment is always evolving, the pace of change today continues to accelerate, amplifying the impact of strategic missteps and compressing time available for recovery. Some may view this as a time to “adapt or die” but I prefer to remember that with change comes opportunity.

Keep an eye out for the next disruption in your industry; it is probably closer than you think.

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Achieving strategic goals: You could be your own worst enemy

16 Jan

In this economy, reaching your strategic goals is harder than ever. Often this is due to external factors outside of your control – like reduced staff size, stiffer brand competition etc. The deck seems stacked against you, right? Well…chances are you are actually more likely to fail because of internal factors. The two biggest being, loss of focus and loss of morale.

How can I keep this from happening to my best laid strategic plans?

  1. Be a proactive leader and lead by example. You’ll need to actively engage and keep employees motivated.
  2. Avoid flip-flopping: Don’t lose confidence in your well planned strategic direction and change course.
  3. Be realistic: Set strategic goals that can actually be attained. Too much of a stretch will create frustration.
  4. Practice strategic policing: Stay on target by regularly reviewing your tactics.

Essentially, keep it simple, execute using these four guidelines and your team will stay focused and inspired. Success should soon follow.

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Lazy Consumer Reports: Marketing to the Slothful Spender

10 Jan

SnuggieThis holiday season I found myself paying particular attention to a growing trend among hot-item gifts flying off shelves and featured in frequently aired infomercials: Marketing to the comfort seeking shut-in.

When the Snuggie hit stores for the first time in 2008, it was met with a lot of cultural eye-rolls, endless spoofs and late night comedy jokes.  But it was the Allstar Product Group, Snuggie’s maker, that had the last laugh when Snuggies sold 4 million units in its launch year.  The Snuggie’s success as a kitchy, laughed-at item didn’t end there though.   In the years since its introduction, Snuggie sales have surpassed 30 million units yearly – proof that the lazy lounger has undeniable staying power.

Now with the spin-off success of products like the Forever Lazy (a full body zip-up blanket), Pajama Jeans (stretchable lounge pants designed to look like denim), Hot Booties (Microwavable Slippers) it has become evident that, while consumers may be getting lazier, they are certainly not lethargic when it comes to spending money.  The comfort-seeking consumer appears to be hiding deep pockets underneath all those layers of warm fleece.   What will be the next big marketing craze in the lazy consumer realm: full fledged human hibernation cocoons?

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Four Ways Marketers Screw Up QR Codes

16 Nov

God bless Andy Rooney, he was truly an American original. If he was still with us today (and a bit more tech savvy), he might begin this post by saying: “did you ever notice how most marketers who use QR codes don’t have a clue how to use them right?” And, he would be correct. Marketers regularly make simple and avoidable mistakes that torpedo a QR code’s effectiveness.

Let’s take a quick look at a few ways our colleagues botch up these little two-dimensional bar codes.

  • 1. Broken links: Your prospect fires up the barcode app and scans a code, only to be directed to “page not found” or 404 errors. This is not only disappointing; it portrays your brand and your company in an unfavorable light. If you are going to use a QR code in your advertising, make sure that it works first. Test it.
  • 2. Unnecessary complexity: A QR code stores information in two-dimensional patterns so the more you need to store, the more complex the code becomes. Older smartphones, with less capable cameras, often do not have the resolution to scan these codes correctly, frustrating their users and possibly costing you a sale. Make sure that most smartphones can read your QR codes by keeping them simple or using a URL compressor like bit.ly. Again, test it on every smart phone you can get your hands on.
  • 3. Link to conventional web sites:  Marketers often forget that most users scan QR codes on a smartphone because they create links to conventional web pages designed for viewing on a computer. Opening a full web site on a smartphone is not a user-friendly experience; besides difficulty navigating, most people have trouble reading four-point type on a four-inch screen. When you use a QR code to link to a web site, make sure to optimize the landing page for mobile viewing.
  • 4. Relying solely on a QR code: This technology is cool, but let’s face it, not everyone wants to pull out their phone and scan a QR code to contact you. Unfortunately, marketers forget to include a standard URL or other contact information, leaving no way for your prospect to get in touch with you. I recently saw an ad for an event that used a QR for registration and nothing else… no doubt attendance was thin.

Of course, all of the marketing rules that apply in off-line and on-line channels still apply. Effective use of QR codes must include a well-targeted message, feedback mechanisms and a call to action.

However, the best plan will flop if you fail to observe these simple rules. Make sure that the QR code resolves to a working page, keep the codes simple and readable, optimize linked sites for mobile viewing and include other online and offline ways to contact you.

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It’s Company Holiday Card Season. This Year, Make Yours Personal.

9 Nov

Exterior: Sample of effective design and die-cutting

Interior: Sample of how limited color can be used effectively

Wow, it’s that time of the year again. Time to begin the momentous journey of finding or creating the perfect holiday card for your company. Should you go digital and send an e-card or design one that’s printed and delivered via US Mail?

As an agency we always recommend custom printed greeting cards first and here is why. Holidays are a time for conveying thanks to partners, coworkers and customers on a personal level. In our everyday lives we are bombarded with emails, e-promotions, meeting notifications (well…you get the point!), so how is an e-card going to come across as personal? Simply put, it isn’t.

Example: Custom card and envelope

Here are some of the key decisions you’ll need to prioritize and the benefits you can achieve by going with print.

Key Decisions:

As long as I can remember, I have been asked to develop unique cards for a diverse group of clients. The list includes promotional marketing agencies, food and beer companies as well as our own cards at i3 Convergence Marketing. The toughest task is finding the right approach for your particular organization.

You’ll need to evaluate your company’s religious values, social values, brand personality, cause related groups, environmental stance, etc. There’s a lot to consider and timing and budgets have to be weighed.

Benefits:

Most importantly, company cards are all indirectly self-promoting and a reflection of a company’s personality.

  • Tangible is personal: Simply put, opening a nicely crafted card can be like receiving a gift
  • Brand builder: Convey your brand’s unique personality by reinforcing graphic standards and brand aesthetics
  • Individualization: Personalize content to your audience including copy, names, signatures etc. You can convey specific targeted messages to individual customers.
  • Quality/personality: Use of specialty paper stocks and printing techniques can convey quality and uniqueness. From the bright colors achievable on an Indigo press to the raised imprint of a Letter press each has its own style and grace.
  • Sustainability: Reinforce your company’s commitment to sustainable practices through the use of (FSC) Forest Stewardship Council certified papers. FSC insures the paper was harvested from well-managed forests and is tracked through a chain-of-custody system all the way to the printing facility.
  • Reuse: Encourage alternate card use by designing additional functionality that recipients can enjoy and appreciate. It will extend the life of your greetings and take sustainability to the next level.

If you’re stuck in a holiday greeting card net and wish to design a card that will leave a lasting impression give us a call (203-761-0520). We’ll help align priorities and make your card what it should be: a personal reflection of your company or brand.

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Halloween’s Nasty Trick Storm Doesn’t Stop Intrepid i3 Staffer

31 Oct
Tree fallen by heavy snow from storm - October 30th, 2011

Tree fallen by heavy snow from storm - October 30th, 2011

Faced with the possibility of missing work because of this weekend’s surprise snow storm, i3 interactive designer Andrew Musser hacked his way out with a machete. After a couple hours of grueling work he freed himself and seven neighbors.

Now that’s dedication – well done!!! Let us know if you have an interesting storm story to share.

Cutting up tree with Machete

Cutting up tree with Machete

Check out the footage of Andrew in Action!

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Running for Peace (Outside Campus)

24 Oct

Lauren Donley, Andrew Musser and Jim Fennell after the Lindsey Run

Last Sunday, October 23rd, several members of Team i3 participated in the 7thAnnual Lindsey Run, a 5K race supporting the Lindsey M. Bonistall Foundation. The Foundation sponsors a number of programs designed to teach young people how to keep themselves safe while away at college, particularly in off-campus living situations.

In addition to my responsibilities at i3 Convergence, I am the Director of Marketing for POC and as parent of several college and almost college aged kids its mission is near and dear to me. The Lindsey Run, held annually at Purchase College SUNY, is the Foundation’s primary fundraiser and helps to raise awareness throughout the community. This year’s event attracted well over 1,000 participants (we don’t have a full count yet) plus a couple hundred volunteers who helped make it all happen. In addition, this year the University of Binghampton POC Chapter sponsored their own Lindsey Run so we hope to see the event spread to other campuses next year as well.

Everyone had a great time and we’re looking forward to bigger and better events in 2012! Thanks to Lauren and Andrew for your support at the run and to everyone at i3 Convervence for all you do behind the scenes to help support the Foundation throughout the year.

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The JETS Establish Their Tweeting Game

14 Oct

Jets Twitter AwayAlthough the JETS have fallen short on the scoreboard in their last 3 games, they continue to score points in the social media realm by touting the most twitter followers of any NFL team.  Since last season the JETS have been leading the NFL’s social media efforts, actively connecting with fans and providing continued value to sponsors.  In their 2011 off-season the JETS stayed actively connected to fans on Facebook, offering pre-season sweepstakes and giveaways as a way to remain a relevant part of the conversation.  Matt Higgins, the JETS Executive Vice President of Business Operations has been largely responsible for this social media push.   “If you have a direct interaction with a player or a team, your affinity for that team is going to be that much stronger,” Higgins said.

While the JETS organization has a twitter feed posting player quotes and offering chances to win tickets and fan gear, they simultaneously encourage individual players to be active in the Twitterverse.  “Right in our locker room, we have a poster that is the do’s and don’ts of Twitter,” Higgins said. “It gives practical advice, but it’s an example of how much we’ve evolved with regard to social media. A couple of years ago, it was an exception where we were putting our toe in the water. Now, it’s standard.”

Any successful company can learn from the JETS social media efforts.  By making a conscious effort to attract followers, engaging with fans as an organization and providing guidance for individual players with their own twitter accounts, the JETS are proving to be leaders on the social media field.  Now if only they could translate some of this leadership into successful offensive charges on the field…

Source: http://espn.go.com/espn/page2/story/_/id/6964530/behind-new-york-jets-social-media-takeoff

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Pre-Occupied with Wall Street

4 Oct
Illustration of Wall Street Protest

Is the protest fueled by Social Media?

What is Occupy Wall Street? It seems like people are gathering together to articulate a collective frustration with the financial system. The location of the protest seems to imply that much. But, in spite of that, the message is very mixed spanning the entire gamut of issues.

Thanks for reading this far!

Is Social Media perpetuating and uniting the protest?

Here is an interesting article at PC Magazine on the alternative social media networks the protesters are leveraging.

Also notable on the group’s website Occupy Wall Street is that they use Google Calendar to convey their agenda.

There appears to be no shortage of Social Media… But to garnish real attention the digital protest has moved to the streets. Perhaps, boots on the ground and traditional media coverage feel more substantial and tangible then clicking the “Like” button on Facebook. The gathering appears to be a prolonged flash mob spurred on by a desire to genuinely socially network.

Social interaction fueled by social media.

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Rebrand: Improve the Process in 3 Easy Steps

7 Sep

Successful Rebrands

It is a very daunting task to rebrand a department, product or service when the essence of your brand is perceived differently amongst employees, consumers and other stakeholders. This often happens over time when brands undergo a series of transitions either through company personnel turnover or lack of a consistent brand mission.

In order to effectively rebrand it is important to fully understand what your brand stands for. To accurately get a consensus on how your brand is currently viewed you’ll need to employ an objective third party to poll and evaluate all stakeholders. After this discovery stage is complete, you’ll need guidance repositioning your brand and developing your new brand image.

For well established brands it can often be difficult to make changes that stray from the brand’s roots. This is the most difficult stage and will evoke the most passionate feelings of how the brand should be positioned. This is the heart of the rebranding stage where indecisiveness starts to cause progress to derail.

Below are three suggestions to keep the process flowing smoothly.

  1. Establish brand objectives after the discovery stage is complete and make sure your new brand communication addresses all of them.
  2. Apply timelines to all rebrand stages and stick to them. Missing deadlines is contagious.
  3. Work with an agency that can bring an objective perspective and a strong brand development sense. They will help guide the process and ensure the final deliverables meet established objectives.

The process of rebranding may be at times daunting, but the results are well worth the journey. Most notably, a better positioned brand can command a premium in its respective marketplace. That, everyone can agree upon.

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