What are Market Researchers Doing in Vegas?

By Angelika Kazakaitis, Senior Planner, Consumer Insights

I just spent the week in Las Vegas. I know…you’re probably expecting to hear a crazy story, but remember, “What happens in Vegas, stays in Vegas,” so I’m just going to share a few things I learned at The Market Research Event. (Maybe you can convince me to tell you about cocktail hour or the speaker who fell off the stage another time.)

Over the course of three days, I listened to many inspirational speakers. Mega brands like Coca Cola, Toyota, and Procter & Gamble had interesting case studies to share, but my key takeaways came from a combination of sessions I attended. Here’s some advice I collected for you marketing people:

Inspire brands: We as market researchers often like to play it safe, but it’s okay to take risks and go where no man has gone before! Consumer insights should never state the obvious – brands want new perspectives. We should all work together to inspire change and not just follow it.

Innovate by thinking through consumers’ needs: Ideas and insights are usually very simple. For example, a few years ago, Coppertone was looking to come out with the next big thing in sun care. Consumers continuously complained that “sunscreen is messy.” So what happened? The brand took a look at insect repellants, hair care, and other skin care products and BAM! Consumers can now spray on their sunscreen without ever rubbing it in.

Less is more. Brand logos don’t always need to be present: Martin Lindstrom, author of “Buyology” blew my mind with his presentation about Neuromarketing. Brands are finding ways to stimulate consumer’s minds without ever revealing who they are. Consumers can identify brands through scents, sounds, and other visual cues. Studies have proved that if you show images of rugged cowboys or even camels to cigarette smokers, the “craving” part of the brain gets stimulated and consumers don’t even know it.

Know your consumer AND your shopper: Dr Pepper Snapple Group pointed out that clients are often way too focused on the target consumer. Sure, the consumer is important, but he or she is not always the one shopping for our client’s products. For example, take Mott’s apple juice. Moms are the ones buying it, but their kids are the ones consuming it. When conducting research, it’s important to know how Mott’s can appeal to kids, but it’s just as important to understand how to get mom’s attention on store shelves.

Test concepts and messages - overexposure to a brand does not necessarily drive purchase: If an offer is not compelling, multiple exposures to that message won’t influence a call to action. It is extremely important to test messages with consumers before spending thousands of dollars on an advertising campaign. A good ad motivates consumers to do something the first time around.

The next time you’re drafting a survey, writing a creative brief, brainstorming, or figuring out how to market a product, keep these things in mind. To be the best, sometimes, we just need to stick to the basics. Read more!

Teach Your Pet a New Trick… or Treat

by Matt Jacobs, Senior Manager, Strategic Marketing

“Tricks” and “treats” are two words synonymous with dog owners. As a dog, you learn early in life that if you do a trick – e.g., roll over, shake hands, sit – you’re rewarded with a treat. But as Halloween nears, it seems like the pairing of “tricks” and “treats" is turning into “trick or treat” for many pets/owners.

According to the National Retail Federation (NRF), American consumers are expected to spend $4.75 billion on Halloween this year. A slight decrease from last year’s Halloween spending, some are saying the drop would have been more significant due to overarching economic factors if it weren’t for the booming pet industry. The American Pet Products Association reports that pet related spending will reach $45.4 billion this year – with Halloween becoming a key time period for brands to cash in on pet consumerism.

The biggest Halloween pet trends: costumes and Halloween treats. Buzz around the office this year is not only about who will win the best costume contest on Friday (for humans), but also, what Duffer will be wearing (Prince Charming) or if Josey will be posing as the Bone Collector or as Peyton Dogging.


Gourmet dog bakeries like Three Dog and Healthy Hound are featuring special Halloween themed treats to ensure you don’t forget about the four-legged trick-or-treaters.

And if your pet packs on a few extra Halloween pounds, don’t worry – the pending installment of Wii Fit lets you create an avatar for your dog or cat and track their weight loss. I’m sure a paw remote is already in development.


In case you’re wondering, NRF is predicting that top pet costumes this year will be:
1. Pumpkin
2. Devil
3. Bowties/Fancy Collars
4. Witch
5. Superdog/Supercat
6. Princess
7. Bat
8. Dog
9. Angel
10. Bee Read more!

Getting to Know Consumers

by Allison Marsh, Vice President, Consumer Insights

As part of the Consumer Insights team, I field a lot of very specific and sometimes obscure questions. Ranging from “how many 18 year old college students that live on campus are interested in renting furniture?” to “how many moms between the ages of 28 to 35 read newspapers?” to “what are the hotspots for tween boys?” Surprisingly, I usually have, or can dig up, the answers to most of these questions. Not surprisingly, those answers don’t always get our clients what they are looking for. So I always strive to provide more.

Most clients start off thinking that they need facts about a given consumer segment: demographic information: age, household income, education level, etc and quantifiable behaviors: favorite websites, discretionary spending, number of times they go out to eat, etc. While this type of information is very important, it does not provide the complete picture of who that consumer is and what will motivate them to buy products or services. Think about it, I am 5’7”, a college graduate and I eat out about once a week. What does that tell you about me? It gives you some idea as to where to put messages, but there is little to go on to establish a relationship.

As you know at AMP, our mission is to create brand experiences that become part of consumers’ live experiences. We believe that in order to do that we really need to get to know consumers. To truly connect with consumers, as a brand, you need to understand what they think, feel, and believe. To get to that level of understanding the AMP Consumer Insights team leverages some creative and non-traditional research methodologies.

For example, we recently did some work for a footwear company that was looking to launch a new line of shoes. We intercepted consumers on their turf (in this case skate parks) and held discussion groups in their homes. We even bought shoes off their feet. These methodologies combined to give us a view of how these consumers play, how they live and how they really use a product (sneakers in this case). It provided the color that was lacking from the black and white facts. Our client not only went on to use this information to develop a new product line but also used it to determine how to connect with those consumers, and ultimately how to launch that line.

Consumer demographics and quantifiable behaviors are very important but they only tell half the story. We strive to tell the full story by integrating ourselves into consumers’ lives. If you are having trouble with figuring out your consumer’s story, let me know. We would love to tell you how we would go about learning more and adding color via a creative and effective research plan. I can be reached at amarsh@ampagency.com Read more!

Tracking Growth on Twitter

The Pew Internet folks released a new study on Twitter this week and the AMP Integrated Public Relations team did a topline analysis of the findings. As you’ll see it's certainly a growing space!

Summary:

• A Pew Internet Project report released this week (10/21/09) reveals rapid growth on Twitter


• 19% of U.S. Internet users are on Twitter or similar microblogging services (Twitter being the dominant service) - up from 11% in April 2009


• While Twitter usage has grown among all age demographics, usage among 18 - 24 year-olds has grown most rapidly

Growth among age demographics since December 2008:

• Twitter and other status services were most popular among those 18-24; usage nearly doubled from 19% in December 2008 to 37%


• 25 - 35 year-olds rapidly joined the fray - up 20 points to 31% of this age demographic using Twitter


• Usage among 35 - 44 year-olds jumped 10 points to 19%


• Older demographics were slower to adopt Twitter use, but still grew with 45 - 54 and 55 - 64 age brackets totaling 10% each


• Only 4% of the 65+ demo is on Twitter


• Despite lower numbers, these age brackets have still increased by 5%, 6%, and 2% respectively since December 2008

What this information tells us:

• The definition of "active" on Twitter is shifting - many consumers are on Twitter and are considered active despite the fact that they do not always contribute to the conversation - they are on Twitter following celebrities, news, and brands and seeking information and news on Twitter though they may not always be contributing to the conversation by Tweeting. It is being used as a news and search tool


• Twitter is trending for continued growth and expanded use, especially among a younger demographic

Read more!

What’s Your Favorite Play-Doh Recipe?

By Angelika Kazakaitis, Senior Planner, Consumer Insights

Just about every mom and kid is familiar with Play-Doh’s memorable scent and soft and squishy texture. It’s a classic molding compound that has encouraged fun and hands-on creative play with kids in homes and classrooms around the world for over 50 years. Bright yellow tubs that contain an assortment of colors have inspired kids to create whatever their minds imagine: peanut butter and jelly sandwiches, ice cream cones with sprinkles, and now, tropical cakes, sushi, and pasta salads.

AMP has buddied up with Play-Doh to inspire moms and kids across the country to create Play-Doh recipes that look good enough to eat! Check out the top ten finalists and vote for your favorite creation today! On November 1st, one lucky kid will receive a $5,000 Playroom Makeover and a $5,000 School Doh-nation.

Vote here: http://hasbro.promotions.com/playdoh/votegallery.do Read more!

AMP Sprints Down the Hall with Puma

In addition to providing full-service agency capabilities - experiential, creative, consumer insights, interactive, PR, search, media services - AMP also provides speed. Check out our sprinting!

Read more!

5 Warnings Marketers Can Heed From Horror Movies

by Ellis Watts - Manager, Strategic Marketing

Every year in the weeks leading up to Halloween I try to work a steady amount of horror movies into my entertainment diet. This week I have been thinking about some of my favorite slasher flicks and I realized that horror movies draw interesting parallels to strategic approaches in the marketing arena.

Disclaimer: The following post contains many links to classic scenes from horror movies.

PR Stunts Can Generate Great Buzz but Can Also Go Horribly, Horribly Wrong (Carrie, 1976) – Sure a fun little stunt may seem like a good idea at the time but the next thing you know you’re locked in a high school gymnasium being burned alive by a telekinetic social outcast. Or you might even be wishing that as the best possible outcome (right Richard Heene?). Take for example Snapple’s attempt to erect the world’s largest popsicle (17.5 tons, mind you)…on an 80 degree day in Manhattan. You can guess how that one ended up. Before jumping in with both feet, make sure you are working with a partner that has experience (and insurance) to make sure every single detail is well thought-out and accounted for.


Viral Videos: Proceed with Caution (The Ring, 2002) – Viral videos can be effective if they catch on (and by “effective”, I don’t mean “a follow-up phone call, then killing the viewer seven days later). However there is an inherent amount of risk to be had when rolling the dice with a viral video play. There is no way to guarantee it will catch on. For every Cadbury Gorilla video that has blown up, there’s a dozen video that haven’t. Side note: thank God YouTube wasn’t around during either of The Ring movies, that clip would have totally blown the doors off of this video.


“You’re Gonna Need a Bigger Boat” (Jaws, 1975) – We field a good number of requests from clients interested in our “Brand ChAMPion” campus ambassador programs. One thing we’ve found through execution is that in order to be successful, we must commit the appropriate resources to our campus ambassadors. We like to surround our reps with as many resources as possible including but not limited to: campus PR, campus media, social media and a local marketing budget. The more we can commit to them, the higher chance for success. Without this kind of support, it’s easy for a campus ambassador program to fall flat. Think of trying to catch Jaws from a canoe. That’s what it’s like trying to force a campus ambassador program with a tight budget. Sometimes, you just need a bigger boat.


Find Creative Ways to Engage with Your Audience (A Nightmare on Elm Street, Various: 1984 – 2010) – One of my favorite things about Freddy Krueger is that he didn’t just kill people like a Jason Voorhees or Michael Myers, but rather he created a unique nightmare experience. Whether he’s transporting sleepy teens into video games or comic books or turning them into cockroaches, Freddy has a always had a knack for creating an over-the-top experience for his victims. Here at AMP, we find that deep, experiential consumer engagements can have a lasting effect on your victims…er, uh, consumers. Consumers.


User Generated Content Can Be a Risky Proposition (The Blair Witch Project, 1999) – Some brands have stars in their eyes when they think of the concept of UGC – a consumer, spending all of this time engaging with their brand sounds incredible. Brands can then use that content which saves money that would otherwise be paid out to a Creative department to develop. Sounds too good to be true, right? Often times, it is. Because content development is so accessible, content quality has become inflated as a result. Some may think an average consumer is capable of filming and editing a brief movie, but what really ends up happening? Three kids get lost in the woods and all hell breaks loose. Uncomfortably close nasal close-ups ensue.
Read more!

Asking that Simple Question

by Julie Chin, Planner, Consumer Insights

Little kids have it down pat – they are the ones that constantly ask the one question that carries so much weight and can shed light to the answers that we seek. I’ll give you a hint; it’s only one word. No, its not “how,” although that’s a close second. If you guessed “why?” then you are right on point.

In my line of work, that question is key to uncovering findings that are instrumental to business and to success. For me, “why” is that one question that ultimately gets you the answers you are looking for. I have always been interested in and curious about human nature –what really makes people tick, what influences people to make certain decisions, what makes them choose one brand over another. The questions are endless for me. It is the “whys” in life that inspired me to pursue my career.

You are probably wondering what it is that I do. I am a detective. Well not literally, but my job revolves around getting to the bottom of things and really understanding people.

As a Planner with the Consumer Insights team here at AMP, we are constantly trying to understand people’s behaviors, feelings and actions. These insights are the key to the effective brand strategies from which winning campaigns are built upon. We talk to the consumers – that’s right, we go straight up to the source and ask them “why”. We listen to what the consumers want, how they feel, and what speaks to them, to get the answers our clients are looking for.

This knowledge can go a long way and is extremely beneficial. When a campaign talks to the consumer, instead of “at” them, an emotional connection is created. Consumers feel valued, appreciated and understood. With this connection, your brand will build loyalty and more than likely, consumers will spread the word about your product. I truly believe that consumers are your best advertisers.

As many would expect, human nature is not always easily readable, unless you dig deeper and ask questions. So next time, you stumble across something interesting or compelling, make sure you ask “why” cause you never know what you’ll find out. It could be so inspirational that it might very well land you that next big break. Read more!

We’re green, we’re cost conscious, and we’re social. What’s Next?

by Matt Rainone, Manager, Strategic Marketing

There’s been an interesting change in the marketplace over the past 4-5 few years that has basically happened out of a mixture of necessity and coincidence and has yielded some long-lasting outcomes. I remember interviewing a potential intern candidate about 2 ½ years ago and we began talking about how every company out there is “going green”. The skeptic in me pointed out that it was all too easy to want to save the environment when gas was $4.10 per gallon. I predicted that, in time as energy costs began to go back to normal, the whole green movement might lose some steam, yet the idea of environmental stewardship would remain as a “must have” for every company because it became engrained with everyone during that time. Which I suppose is what happened. Gas prices dropped, and being environmentally responsible was no longer a market differentiator, but an expectation.

But just as gas prices dropped, the stock market imploded and people started losing their jobs. The green movement could have lost steam, but luckily for the earth, reducing our impact on the environment is directly connected to reducing the impact on our wallet; the “use less, spend less” ideology. Simply put, the recession acted as an enforcer of green practices. It also, and very obviously, made everyone extremely cost conscious. In addition to corporate expense accounts getting slashed, marketing budgets also took a hit. Marketers asked agencies to produce similar results with sometimes a fraction of the money, which caused us all to rethink the most effective and cost-efficient ways to do things. Something that, like green practices, will become an expectation from here on out.

With reduced marketing budgets, the most logical way to get your message out there is with unpaid media. The emergence of social media in the marketing mix couldn’t have come around at a better time. Although, imagining George Washington tweeting “RT: @BennyFranklin In a room w/ 60 dudes … Hancock needs a shower” might have been amazing as well. We’ve all now seen that being able to have a conversation with your consumers at practically no cost has become invaluable. Once again, it’s something that is going to become a must have for any brand out there.

So that’s where we are now. We’ve learned to be more environmentally friendly, do more with less, and create killer digital strategies that include social media. But what’s next? What’s the next big trend? All signs point to the next big thing showing up somewhere in the social media space, whether it’s a new technology, or simply an update to an old one. What new trends have you heard about that could change the face of marketing? Read more!

Excessibility

by Adriann Fonstein, Consumer Strategist, Insights

Some people think I’m crazy, but I like to make up words. I think I’ve said that before, but I’ll fearlessly say it again as I introduce my latest epiphany – “excessibility.” I define it as ‘excess available to the masses;’ accessible excess. It’s a concept many high-end designer-low-end-retailer pairs have sold consumers on. Put a low-end cashmere scarf donning Isaac Mizrahi’s name in Targét, where before cashmere had never seen the light of day, and you have some new excess or luxuriousness consumers are privy to. It’s cheap, low-quality luxuriousness, yes, but I want the real Mizrahi for $30. I want some of the high-fashion experience.

H&M to the rescue!! The fast-fashion retailer and Parisian high-fashion designer Sonia Rykiel are launching a new line available in December at both H&M stores and Sonia Rykiel boutiques. Finally, consumers can get a real, high-fashion piece – or at least one worthy of being sold at Rykiel’s stores. The lingerie and knitwear collections are said to be inspired by what walked the runway in Rykiel’s 40th Anniversary show last October (above).

So on December 5th, tell your man about this accessible, yet excessive lingerie. The recession-friendly line arrives just in time to for him to do some last minute holiday shopping.
Read more!

Fun Facts

Every month we survey our Pulse Network, a network of over 10,000 milllennials. We had responses from just under 100 students (high school and college) and here is what we learned this month.

Still Fans of Facebook
85% of respondents are on Facebook and they are on it often. We asked them how often they check Facebook and the answer is a lot.

• 10% stated I am on it all day long
• 54% stated they check it multiple times a day
• 20% stated they check it once a day
• 12% stated they check it once every few days
• 4% stated they check it once every few weeks

With that said, they are still not sure whether or not they want mom and dad to invade this world. We asked whether or not they have “friended” their parents on Facebook.

• 42% stated of course I have friended my parents
• 47% stated no way am I friending my parents
• And the remaining 12% are still deciding

Dorm Life
Given the fact that September meant back to school, we wanted to learn a little bit more about students’ expectations for life on campus (whether they were still in high school or already in college). We asked all respondents the following question.

Are you currently or planning to live in a collage dorm?

• 47% said yes
• 53% said no

For those that are planning to / already live in a dorm, dorms mean freedom, independence and more access to the entire college experience. We asked, what is most enticing about living in a dorm? Here is what they said.

• 93% Closer to class
• 83% Feel more part of the school
• 75% Meet new friends
• 70% More freedom
• 68% More independence
• 60% Can be involved in more extra-curricular activities
• 50% Live away from my family
• 50% Stay on campus later

We survey our Pulse network every month. If you have some questions, let us know and we will try to help you find the answers – email thefreq@ampagency.com. Read more!

Halloween Costume Planning From The Search Desk

by Stephen Anderson, SVP, Search

I’m addicted to Google Insights for Search. For those who are not familiar, Google Insights provides an index comparing popularity of a search term vs. overall Google searches. So, whenever I have a question on public opinion it’s one of the first sources I turn to get a general sense of what is on peoples’ minds. Who is leading in American Idol? According to Google Insights Adam and Kris were clearly locks for the finale.

Now it’s October and Idol is long over; leaves are turning, pumpkins are on front stoops and the annual question of what to be for Halloween is starting to surface. With the recent passing of Michael Jackson, there is no doubt there will be more than a few Michaels on the trick or treat tour. So, if you seek to honor the King of Pop but want to keep it original here’s a quick tip from Google Insights. Smooth Criminal and Thriller costume searches are on the rise. There’s a pretty good chance you will run into a few of those. If you want to be unique, bust out your glove for the Billie Jean or Bad look and you are far more likely to avoid your long lost twin. Who’s Bad?
Read more!

Blunt is the new Black.

by Nikki Raffenetti, VP Creative

I am constantly inundated by numerous emails from photographers, illustrators and freelancers. If you’re like me, you don’t have the time to filter through the mumble jumble and I generally delete them immediately. Then, two weeks later, I’m scrambling three hours before a presentation, looking for an illustrator that can help me out. Where was that email I received last week and who sent it?

The few names that I neatly file away, need to get me within the first 1.5 seconds of opening the email. Call it my Attention Deficit Disorder or my incessant need to get through all of my emails in one day. But the truth is, I am time-starved like most of us in the agency business.
Here is an email I received a week ago.

Hi Nikki, I need work. I have created two illustrations for you as a form of work bait... An illustration of some big ass girls lying on the beach. (worked on to the great Stranglers tune of "walking on the beaches looking at the peaces") this is actually a classy piece. And a piece that celebrates the 80s music scene in all its big shoulder pad splendor.. I have injected a bit of Cindi lauper in there for good measure. Any way If you have an illustration I can help you with let me know, as it would be a nice break from drawing all the madness that is in my own mind. Maybe my madness might just fit your madness. All this and much more can be viewed on my folio. Cheerio Migy

My first reaction, “Is this person serious? Who would start off an email like this and expect me to call?” But then I read through the email just to see what else I would find and found myself clicking the link to her website. She got me. The extreme bluntness (or honesty) of that first line, “I need work” got my attention. Migy is now filed for future work at AMP.

The AMP Creative team is always recruiting for new talent. Here are some things that I recommend you do to get noticed.

• Be creative and get your audience’s attention. Go the extra mile and think about your potential employer’s business. What ideas, thoughts, creativity can you add that will make you stand out from the crowd? Do spec work, it shows that you’re thinking beyond the resume and up for a challenge.
• Find ways to share your personality. One of the most interesting resumes I ever received was from a junior designer who created a book of his life through design. I felt like I knew him before I even met him and it got him an interview that week.
• Be blunt, get to the point and be honest, you might just end up with a new gig. It’s about quality, not quantity. If I had a penny for all of the cover letters that start off with “I am applying for the copywriter position posted on your website. At your convenience, I'd appreciate the opportunity to discuss the position and my candidacy with you. You can find my resume attached to this e-mail.”, I’d be a millionaire.

Oh, and one more important point that everyone should consider. This was an email I received from a copywriter, who has worked with some big name clients like Sony, Toyota, American Express and MTV. According to him, he has worked on hundreds of campaigns, can concept, write, lead, direct and has quick wit.

Subject line read: “Top Copywrtier”

Unfortunately, his talent won’t supersede his proofreading skills. Needless to say, his email was deleted immediately.

Read more!