Friday, May 22, 2009

Fun Facts

Several months ago, we asked our Pulse Network (AMP’s proprietary network of high school students, college students and young adults)about their charitable efforts / volunteerism. This month we followed the same theme, asking the Pulse Network about what types of charities they would support (local, national or global), who could have the greatest social impact and about social responsibility. We heard back from about 70 respondents. Here is what we found...

If you had $100 to support different causes, how would you divide that money among local, national and global causes? Please enter the dollar amount from the $100 that would go to each cause - make sure your responses add up to $100.

Local Causes: $39.00 (average)
National Causes: $27.00 (average)
Global Causes: $33.00 (average)

How would you measure the success of a company/corporation? Please rank the choices on a scale of 1-4, 1=most important measure of success, 4=least important measure of success. Results listed in order of most important to least important.

1 - The quality of their products
2 - Their environmental impact
3 - Their social impact
4 - Their financial success

Who do you feel should be the most responsible for addressing global health issues?

39% U.S. Government
23% Foreign governments (i.e. those local to these issues)
9% Charities
8% Multi-national companies or corporations
8% Individuals
18% Other

We will be reaching out to our Pulse Network again next month. If you have any questions you would like us to ask, please let us know at frequency@ampagency.com.
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Thursday, May 21, 2009

Cherp Away

by Kristin Schue
Tired of going over your text message limit every month? Going abroad and want to stay in touch? Cherple is a new texting application that connects computers to any US based cell phone allowing users to carry on a two-way text conversation. The service is available to anyone around the globe with an Internet connection…and it’s free!

Cherple is currently being used in 134 countries even though with this service texts can only be sent to wireless devices in the US at this time.

Cherple was created by Globaltel Media, a company focused on bridging the gap between the world’s 1.5 billion Internet users and the 3.3 billion cell phone users. Cherple may very well be the next big thing in long distance chatting, as it serves as an ideal platform to have a two-way conversation in real time without the need to purchase a wireless data package.
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Monday, May 11, 2009

Tequila!!

by Adriann Fonstein, Consumer Strategist

Entertainer Justin Timberlake is adding to his portfolio with the introduction of a new tequila brand – 901. The name stems from the brand’s belief that 9:01pm is when evening ends and the night begins. Its release this month is, so far, limited to Los Angeles, Las Vegas, and St. Louis.

Want to know when 901 will hit your city? On the website’s Find 901 tab the header reads, “Looking for us? We don’t blame you,” so don’t be disappointed if you don’t get the answer you’re looking for. On the Events and News tab in reference to 901 news the header reads, “We’ll admit it, we love us some us. But we’re not the only ones.” And if you want to get into a 901 event, they’re “not stopping you, but can’t say the same about the guy working the door.”

Like Justin Timberlake, the exclusive brand’s somehow humble arrogance is quite the oxy moron. Stay tuned to see if the spirit lives up to its claim of being “always smooth, authentic, and beyond compare.” eonline.com, May 5, 2009.
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Friday, May 8, 2009

Puma City is Wicked Cool

By: Vince DiGirolamo, Associate Planner

Here at AMP Agency, we pride ourselves on creating brand experiences that become part of consumers' life experiences. From singing in showers to helping consumers "Bee-utify" their lives - our common goal in all of our work is to create a lasting connection between consumers and brands.

It is so engrained in our bloodstream that we can't help but notice when we, ourselves, are having a brand experience that becomes part of our lives. This happened to me the other day as I was walking through shipping containers and eating a burrito as fast as I possibly could.


Sorry, let me explain...

Recently, I witnessed an extensive print campaign promoting "Puma City" at Boston's Fan Pier. The campaign incorporated the Boston accent, giving it a hometown feel. For those who are unfamiliar with what Puma City is - it is an 11,000 square-foot mobile retail and event structure made from twenty-four, forty-foot-long steel shipping containers. The massive mobile store, featuring a full-bar and dance floor, took two weeks, two cranes, one forklift, one scissor lift, twenty workers, and six-thousand man hours to build. It will call Boston home for three weeks (April 25th-May 16th).


I was planning to visit Puma City before it left town, but a sense of urgency kicked in when I found out that on Cinco de Mayo, Puma would be partnering with Qdoba Mexican Grill to present Burrito de Mayo. What exactly is Burrito de Mayo you ask? Great question. It's a burrito eating relay race, in which teams of four line up to eat burritos as fast as they possibly can. I mean seriously, what better way to celebrate Cinco de Mayo than by participating in something dubbed "Burrito de Mayo?" I won't get into the details (you're welcome), but it was truly something to be a part of.

From Burrito de Mayo, to Bike Weekend, to a Fun Run, to various DJs spinning on-site, Puma City has special events planned for the entire three-week duration. They have combined just the right amount of fashion, music, nightlife, and exclusivity to create a temporary escape for consumers. On this Cinco de Mayo, I said "adios" to the same hangouts I've become accustomed to and headed to Puma City.

I am happy to say that Puma City was all that I expected and more. The structure itself is incredibly cool - I also got a free burrito, free t-shirt, and I left with a new pair of sneakers (one of my new obsessions). As for the burrito contest - unfortunately my team did not go home with the winning trophy, but we did go home with an experience we will remember for the rest of our lives (and be reminded of every time we see a burrito).

As a brand, Puma strives to fuse the creative influences from the world of sport, lifestyle, and fashion into everything they do. Puma City is the perfect concoction of each of these elements - with a little bit of uniqueness sprinkled on top. While a burrito doesn't necessarily fit with Puma's brand identity, they made it work. All-in-all, Puma created an opportunity for consumers to interact with their brand through an experience that is truly one of its kind. Well done Puma.



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Thursday, May 7, 2009

Local Gym Supports Community with Free Self-Defense Class

By: Ellen Rienzi, Associate Planner

A Boston-area gym is supporting its community by offering its services in an effort to protect residents. After a recent rash of attacks on women in Boston’s North End, Beacon Hill Athletic Clubs is offering a free self defense class for women that is open to the public.


While an offer like this could benefit the gym by encouraging new memberships, it, more importantly, sets the groundwork for building a powerful relationship with the local community. The brand understands what their community is faced with and is doing what it can to help. By offering to share their expertise for free, BHAC has found an honest way to connect with and provide for their neighbors.


Beacon Hill Athletic Clubs to Host a FREE Self Defense Class for Women in Boston’s North End

In light of the recent attacks on women in Boston’s North End, the Beacon Hill Athletic Clubs will be sponsoring a free self defense clinic taking place from 4:00-5:30 p.m. on Saturday, May 9, 2009 at 85 Atlantic Ave, Boston.

The paradox of self-defense is that the more prepared you are, the less likely you are to need it. When you can recognize and respond effectively to potentially dangerous situations, you are more confident in your every day activities. You are also less likely to become a target of crime. BHAC is also handing out “rape whistles” to its members and North End residents.

This class will be taught by Coach Jeff Burger, a silver medalist in the World Championship for kickboxing. He is a US Marshals Certified Defensive Tactics Instructor among many other certifications.

For more questions on this or any other BHAC events, please call 617.562.0202 or e-mail leec@beaconhillathleticclubs.com


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Wednesday, May 6, 2009

New Mommy Gold Mines

by Adriann Fonstein, Consumer Strategist



I’m a new mom who was stuck in her house all winter long. During maternity leave, I would have done anything to get out of the house for a reason other than grocery shopping or the bi-weekly Babies ‘R’ Us run. What I didn’t realize was that my boredom and lack of activities on the few snowless days this winter wasn’t for lack of options. I was surprised to learn that minutes from my house there were programs to keep me and my new baby healthy, smart, and entertained. As a marketer I thought, “gold mine…”

First up is Gymboree. This children’s clothing retailer has a program called Play and Music that a friend told me about. The classes seek to develop and entertain children. They tease you with a free class and only tell you after a call to the store that it’s $89 per month to be a member. Membership, however, entitles you to discounts, free classes, events and more. It’s actually a membership that looks like it could be worth what it costs… but then again, I’ll pay anything for my baby.

Next is Isis Maternity. This is a Massachusetts retailer who sells top-of-the-line baby everything – from pacifiers to cribs. They offer classes like mom and baby yoga, “Caterpillars” – a course where “babes of arms” learn to roll, sit and play, and drop-in play groups. These cost half of what Gymboree’s classes do. In fact, drop-in play group is only $5.

In the future, I might consider REI’s PEAK program. A presentation by an REI staffer includes games, activities and lessons, which teach kids environmental ethics. Participants also get an REI backpack stuffed with the essentials for outdoor adventures. Move over bowling alleys, this is perfect for birthday parties.

The way I see it moms – especially new moms – are an emotional group willing to do just about anything to make life easier, more enjoyable, and more enriching for their families. They’ll also go to any length for the wellness of their kids. With that in mind, it seems like a no-brainer for other kids’ brands – for instance Baby Gap or Children’s Place – to provide added value like some of their counterparts do. Talk value is key with this group of consumers. I was referred to the classes at Gymboree by a friend and I would refer them to a friend as well. The only way it could get better would be if the added value events were free! It may cost the brand on the front end, but the positive word of mouth marketing and loyalty of moms on the back end would pay the real dividends.
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Tuesday, May 5, 2009

The New Tab on Gap.com

by Adriann Fonstein, Consumer Strategist

In September 2008, Gap Inc. bought the Athleta apparel line. It offers functional, high-quality apparel for a variety of sports including running, skiing, snowboarding, surfing, and yoga. Recently, the brand joined Gap’s online platform allowing consumers to shop all the Gap Inc. brands (Old Navy, Piperlime, Banana Republic, Athleta and Gap) from one site and in one shopping cart with a $7 flat rate on shipping. Pardon me while I go shop! DM News, April 17, 2009. Read more!