Yesterday in an interview, I got asked why I liked marketing. Being the interviewee whiz I am, I told him about how the the mix of creativity and fundamentals is what makes draws me so heavily to marketing. If I may add a convoluted analogy marketing in that sense is a lot like boxing, a sweet science. Whereas in boxing you need good footwork as a base for your punching…creativity (oy), in marketing you need to have a well researched strategy, based on measurable data, in order to let your creativity be effective. Yes, I know, its a real stretch—-but hopefully it kinda makes sense. Now, what happens when that measurable data changes as consumers evolve and change? Especially in digital marketing and social media, that change is constant—as we seek new ways to express our opinions, and brands seek new ways to interact with us, those brands must always be on the lookout for the best way to measure the performance of their online activity. One company that really *gets* it is Coca Cola. In this recent post by their CMO, Joe Tripodi, he talks about moving from Impressions (simple eyeball views) to Expressions (real customer interactions). A fascinating take on how to keep tabs on your brand online, and how your customers feel about you. Seriously, this is a must read, and we’d love to hear from you as well, what do you think of Tripodi’s take?
Also, be our facebook friend! We are not ashamed to beg. Click here to record your own customer expression and “Like” our page. (See what I did there? eh? nice tie-in to the post right?)
—By Ben Malki
Just a thought, a Friday quick thought if you will, but I think Coke should do something radical.
They’ve tried everything in the book, dominated the carbonated beverage category for years, and have spent the last decade or so investing in every non alcoholic beverage under the sun. After the company acquired or developed beverages spanning categories from water to…whatever Fuze is, they looked up and realized there was like, 10 guys not drinking coke, diet coke, cherry coke, cherry vanilla coke, diet cherry vanilla coke…you see where this is going… So they created Coke Zero. And it did well! They boosted sales, gained some new customers, and introduced a well targeted product into the market. But like Alexander the great who famously “wept” because there were “no more lands to conquer” (buck up, dude) Coca Cola decided to forge on ahead and started messing with their packaging.
Coke realized that there were probably some women who didn’t like diet coke, but wouldn’t drink regular coke because it contained too many calories. So they made some small cans. 90 calories, problem solved.
Clearly the company has shown a tendency to go all out for the smallest customer segments, doing whatever it can to spur growth in a highly mature and saturated market place in order to attract investors. Product development is no small task. From a simple product failure perspective, to the more complicated concept of brand erosion, every new product extension is a serious gamble. But when there are no more lands to conquer, what can you do? The markets demand growth.
So, with seemingly every flavor invented, every segment and sub segment targeted, and more marketing dollars than you could shake a stick at, what’s left? Not much obviously, so why not go bold? No, not clear Coke, (please, no clear coke), They should do this:
(click here for the whole article)
The square bottle idea, part of a Coke sponsored design contest, is brilliant, and a blockbuster in waiting. Aside from the novelty aspect of a square bottle, because yea, its cool, wait..that’s the point! It’s cool! it’s environmentally friendly, its new, its square, its groundbreaking, and another opportunity to beat Pepsi. Whereas Coke generally moves first product development wise, Pepsi has done a very good job at keeping its brand name fresh, maybe a bit younger, cooler, than Cokes, wait…this sounds like another post.
Were Coke to introduce the square bottle for a limited promotion, it could absolutely dominate the cola wars for a couple of months, score major points among the yutes (thanks, My Cousin Vinny) for being edgy, green, new, and groundbreaking. When there’s hardly any share to steal from Pepsi, might as well take some of their mindshare with something we haven’t seen before, and pretty cool too.