Can limited edition caps with a charitable angle convince people to buy Speedo bathing suits online?

As a former competitive synchronized swimmer, I am not sure if I am considered one of the two million performance swimmers in the US, or one of the 21 million fitness swimmers, but either way, I am a Speedo loyalist.  They earned my loyalty by producing superior longer lasting suits, and I still go through three or four each year.  Therefore it didn't surprise me when the other swim suit makers conceded the performance market to Speedo a few years ago.  It also doesn't surprise me that they rarely advertise since having Michael Phelps and Natalie Coughlin wear your suits during the Olympics basically says it all.

But, Speedo has apparently decided to try to connect with casual water enthusiasts and they are doing it by combining two big Gen Y trends -- limited editions and charitable connections.  Specifically five swimmers have partnered with artists and their favorite charities to design the caps.  Videos describing the process have been posted online and all the typical social media has been employed.  (Mahoney, 2013)

Based on everything I know about the target, the campaign might increase Gen Y sales.  But the goal that struck me as unrealistic was that the company hopes that this will help them to increase e-commerce sales.  Hmm.  This is not a product that lends itself to online sales.  The different styles fit differently so I find I need to try them on before I buy.  I imagine that a casual buyer would be even more reluctant to take a chance.  Net, net, I am not sure that any advertising can achieve this goal and hope that Speedo is realistic about their ability to do so.  Meanwhile though I'll let you know if I see any of the caps at NYU's pool.

Mahoney, S. (2013, December 10)  In Social Splash, Speedo Connects Artists With Athletes.  mediapost.com.  Retrieved December 12, 2013, from http://www.mediapost.com/publications/article/215161/in-social-splash-speedo-connects-artists-with-ath.html?edition=67798

I hate to be trendy, but I am suffering from tech burnout.

According to a new report from JWTIntelligence, a top trend for 2014 is "rage against the machine."  (McClellan, 2013)  I don't know about you, but I am really feeling it.  For some strange reason it seems like all of my electronics are dying at once.  Some were quite old -- like my 32-bit 2007 HP computer.  But, it doesn't change the fact that I have spent hours installing new machines and downloading software. 

Of course it's not the same version of software that I had before so there has been some tedious relearning involved and the discovery that some of the changes Microsoft made in PowerPoint have hampered my ability to create my yearly calendar.  I can't imagine why they would reduce functionality if not to get me to buy yet more software.  Maybe they should change the name of the company to Scrooge.    

Then there's the fact that my new computers have decided to form a network without even asking me.  I have no idea what's going on or why.  And, I am afraid to mess with it for fear that I will end up erasing files.

Which brings me to my biggest peeve of all.  I was lucky enough to be one of the 38 million people whose Adobe account information was hacked.  They sent me a curt email, barely apologizing and casually suggesting that I change all my passwords.  Really?  It took me hours!  And, I haven't even bought anything from them in years.  When I went on their site to delete my account, there was no way to do it!!!  The only option was to join a line for a live operator.  An hour later I gave up.  So I have settled for corrupting all my information on their site so the next time it gets stolen it won't matter. 

But I have also begun to close all as many of my online accounts as I can and am rethinking all of my online purchasing.  So all those vendors that I have abandoned can thank Adobe for losing my business just in time for the holidays.  In fact, I sincerely hope that they do.

McClellan, S. (2013, December 5)  Consumers Are Becoming Fed Up With Technology And Change.  mediapost.com.  Retrieved December 6, 2013, from,  http://www.mediapost.com/publications/article/214914/consumers-are-becoming-fed-up-with-technology-and.html?edition=67632

Happy Thanksgiving!

I think Spice Islands may be on to something.

The spice manufacturer is returning to television for the holiday season with a message about their high quality standards, which includes distributing their products in glass bottles.  (Lukovitz, 2013)

If ever there was a campaign targeted to an educated audience this is it.  I cringed last month when I read about the FDA report which said that 12% of US spice imports are contaminated with bug parts, rodent hairs, and most disconcertedly salmonella.  (Christensen, 2013)

And, I switched to glass and threw out all my plastic in 2008, when the studies about the harmful effects of BPA’s in plastic were released. (Parker-Pope, 2008)

While I reminded myself when I read the report about the spices that I usually consume only fresh herbs and spices from local organic farmer markets and my own roof garden, I did take a moment to consider what I would do if I couldn’t find a particular spice through those sources, and had no easy answer.  Well now I do.  And just in time for my holiday turkey.  Sounds like a winning strategy to me.   

Lukovitz, K. (2013, November 19) Spice Islands Returns To TV Advertising.  mediapost.com. Retrieved November 22, 2013, from http://www.mediapost.com/publications/article/213772/spice-islands-returns-to-tv-advertising.html?edition=67075

Christensen, J. (2013, October 31) What’s in your spices?  Bug parts and rat hair.  cnn.com.  Retrieved November 22, 2013, from http://www.cnn.com/2013/10/31/health/bugs-in-spices/

Parker-Pope, T. (2008, April 22) A Hard Plastic Is Raising Hard Questions.  nytimes.com. Retrieved November 22, 2013, from http://www.nytimes.com/2008/04/22/health/22well.html?_r=0

Can a recipe-centric website turn us all into bakers?

Duncan Hines has redesigned its website to place an emphasis on user generated recipes and an easy to use search function that allows people to search across categories such as a particular holiday, color or ingredient.  The goal is to provide both inspiration and an opportunity for baker recognition. 

So far the results have been impressive, with time spent on the site up by 50%.  And, while sales results have not been shared, the company says popular recipes for fruit fillings are inspiring new uses for the products. (Lukovitz, 2013). 

When I worked in the category, I told my clients it was all about the recipes.  So what do you think?  Are you inspired to take out the mixing bowl?

Lukovitz, K. (2013, November 14) Duncan Hines Site Breaks The CPG Mold.  mediapost.com.  Retrieved November 15, 2013, from http://www.mediapost.com/publications/article/213500/duncan-hines-site-breaks-the-cpg-mold.html?edition=66930

Will sponsoring the US Ski and Snowboard Association help Goodyear sell more tires?

Goodyear Tires are now the “official tires” of the US Ski Team, US Snowboarding and US Freeskiing.  Goodyear GM Gary Melliere says it’s a natural fit because both partners excel at performance in challenging winter weather.  (Greenberg, 2013)

Interesting.  Since tire sales pick up starting in late third quarter, the timing is certainly right.  But what do you think?  Will this sponsorship be effective? 

Greenberg, K. (2013, November 5) Goodyear Straps On Skis with USSA.  mediapost.com.  Retrieved November 8, 2013, from http://www.mediapost.com/publications/article/212786/goodyear-straps-on-skis-with-ussa.html

Will Big Bird be able to convince kids to eat their veggies?

In support of First Lady Michele Obama’s “Let’s Move” initiative, the Sesame Street Workshop agreed to waive its licensing fees for two years and allow its characters to be used for in-store signage and labels on fruit and produce items, as part of a partnership with the Produce Marketing Association (PMA) and Partnership for a Healthier America (PHA).  (Lukovitz, 2013)

The most recent successful effort targeting children was the Bird’s Eye’s Gen Veg campaign, also in partnership with the PHA, which featured a tie-in with iCarly and an invitation for kids to create their own veggie combinations.  The result?  A two-month increase in sales while the campaign ran and plans to continue the effort for two more years with a budget of $4 million.  In addition to new advertising, the program will also include the introduction of new products based on the recipes submitted by the kids.  (Wayne, 2013)

Here’s the blog I wrote about that effort.

http://pjlehrer.blogspot.com/2012/05/genveg-is-idea-whose-time-has-come.html

But, back to Big Bird and his pals.  What do you think?  Will this partnership be a success as well?

Lukovitz, K. (2013, October 31)  Sesame Workshop To Help Market Fruit, Veggies To Kids.  mediapost.com.  Retrieved October 31, 2013, from http://www.mediapost.com/publications/article/212478/sesame-workshop-to-help-market-fruit-veggies-to-k.html?edition=66372

Wayne, A. (2013, March 7)  Birds Eye Vegetable Sales Mark Progress in Obesity Fight.  Bloomberg.com.  Retrieved October 31, 2013, from

http://www.bloomberg.com/news/2013-03-07/birds-eye-vegetable-sales-mark-progress-in-obesity-fight.html