Will this ad cost Nike customers?

On Monday Nike posted this ad on Facebook and Twitter. 

The move has generated a storm of social media reaction.  (Forbes, 2013)

Check out Jen Floyd Engel’s column for Fox Sports and some of the many comments it has generated.

http://msn.foxsports.com/golf/story/new-tiger-woods-ad-shows-nike-has-lost-its-soul-032613

So what do you think?  Will this ad generate more sales than it loses?

Forbes, T. (2013, March 27)  Nike In The Rough Over Tiger Ad.  mediapost.com.  Retrieved March 27, 2013, from http://www.mediapost.com/publications/article/196709/nike-in-the-rough-over-tiger-ad.html#axzz2OmPlG0cH

Can ING convince people to start saving for retirement?

On Tuesday, The Wall Street Journal ran yet another in a seemingly endless parade of articles about the fact that Americans are not saving enough money for retirement.  The front page story indicated that 57% of US workers reported less than $25,000 in household savings.  (Greene & Monga, 2013)

This is hardly new news.  But what I have yet to see is any research explaining why.  And without that insight, financial companies continue to struggle to motivate consumers to change their habits.  The newest effort in the category, brought to us by ING, introduces the concept of orange money.   According to Ann Glover, ING US CMO, the campaign is about prioritization, showing how sensibly managing personal finances doesn’t mean you have to give up living. (Irwin, 2013)

 Here’s one of the commercials which will run heavily on March Madness programming. 

http://www.youtube.com/watch?v=BuXtPE-uBbs

What do you think?  Will it be successful in getting more people to consult with ING and save for retirement?

Greene, K. & Monga, V. (3013, March 19)  Workers Saving Too Little To Retire.  Wall Street Journal p A1

Irwin, T. (2013, March 15)  ING Effort Highlights Saving For Retirement.  mediapost.com.  Retrieved March 20, 2013, from

http://www.mediapost.com/publications/article/195693/ing-effort-highlights-saving-for-retirement.html?edition=57827#axzz2O6JcnL2O

Will harsh facts reduce teen pregnancies?

A new campaign to reduce teen pregnancies has begun appearing in the NYC subways.  One poster which features a photo of a baby reads: “I’m twice as likely not to graduate high school because you had me as a teen.”  While another, which addresses teenage dads reads: “Dad, you’ll be paying to support me for the next 20 years.” (Dudman, 2013)

Oddly enough Planned Parenthood has expressed disapproval of the effort stating that they “prefer a judgment-free approach.”  Hmm.  What does telling it like it is have to do with making judgments? 

From what I have read they could have gone a step further, and reminded people that the sons of teen moms are nearly three times as likely to serve a prison sentence. (Maynard, 1996)

So what do you think?  Is the approach too harsh to work?  Or will it open some eyes and be a success?

Dudman, G. (2013, March 13) Bloomberg’s teen pregnancy prevention campaign sparks controversy.  Washington Square News.  p3.

Maynard, R. (1996) Kids Having Kids.  Washington D.C.: Urban Institute Press

Which social media do you use? Part 2

The last time I blogged about social media, it was to discuss its increasing fragmentation and the new networks that are springing up that appeal to specific niche targets.  

Here’s the blog in case you missed it.

http://pjlehrer.blogspot.com/2012/08/what-social-media-do-you-use-what.html

This time we have new research from the Pew Research Center about demographics for the more established social networks.  

According to their data:

• Facebook skews older than Twitter, Pinterest, Instagram and Tumbler – 35% of users are 65+
• City dwellers are significantly more likely than rural residents to be on Twitter
• Women are five times as likely as men to use Pinterest; and those women are more educated and affluent than average
• Blacks and Hispanics are more likely than whites to use Instagram
• Tumblr appeals most to the younger segment – 18-29 

What do you think?  Are your social media habits consistent with the research?  How about your friends and acquaintances? 

Moses, L. (2013, March 6)  Blacks and Hispanics Are More Likely Than Whites to Use Twitter.  adweek.com.  Retrieved March 6, 2013, from  http://www.adweek.com/news/technology/blacks-and-hispanics-are-more-likely-whites-use-twitter-147666

Duggan, M. and Brenner, J. (2013, February 14)  The Demographics of Social Media Users – 2012.  Pew Research Center.  Retrieved March 6, 2013, from http://pewinternet.org/~/media//Files/Reports/2013/PIP_SocialMediaUsers.pdf

Where do the oranges in your orange juice come from, and do you care?

After rebounding from a new packaging disaster several years ago, Tropicana noticed that a key competitor, Florida’s Natural, was making inroads into their business by touting the fact that they only used Florida oranges in their juice.  So after several years of using a blend that included imported oranges, they switched to 100% Florida oranges in November. 

The formal announcement of the switch took place in January amid the media frenzy about fungicides found in imported oranges.  Nice timing. (Zmuda, 2013)

Their website home page now highlights the fact that “each 59 ounce container contains 16 fresh-picked oranges.”  And this new commercial broke on the Grammy awards.  Pay attention though, the reference to Florida oranges goes by quickly.

http://www.youtube.com/watch?v=rpNR-l6O_qw

So what do you think?  Is the 100% Florida oranges approach a winner?  The number two brand in the category – Simply Orange, continues to use a blend.

Zmuda, N. (2013, February 19).  Tropicana Goes Back to Nature in New Global Pitch.  adage.com.  Retrieved February 27, 2013, from

http://adage.com/article/global-news/tropicana-back-nature-global-pitch/232819/

Interesting approach; but will it sell graham crackers?

To publicize the launch of their new Honey Maid Grahamfuls, Honey Maid has launched a website called “Made.Co.” for kids 6 -12.  The site will feature a variety of contests, with prizes such as a parent/child trip to NYC.  While one contest focuses on writing another encourages kids to use Phineas and Ferb Comic Creator to submit their story.  A third focuses on idea generation.  (Lukovitz, 2013)

All in all it sounds very interesting.  And the effort is being supported with television advertising.  But with minimal product sell on the site, will it sell graham crackers?

Lukovitz, K. (2013, February 19) Honey Maid Sire, TV Spots Spotlight Kids’ Creativity.  mediapost.com. Retrieved February 20, 2013, from http://www.mediapost.com/publications/article/193787/honey-maid-site-tv-spots-spotlight-kids-creativi.html#axzz2LUD2tFya

Help! My husband is being stalked by gas ranges.

It all started when my GE range broke.  (Note to GE:  I’m not sure why you would ruin your hard won reputation by putting your name on a piece of junk.  But I do know that I will never buy another GE product again.)

While I did most of my research on my own computer, one night I must have used his and as a result he started receiving those ads that follow you around the internet (called retargeting).   I can see why advertisers have embraced this technology.  Conceptually the idea makes sense, since apparently only 2% of shoppers actually buy on a first visit.  (2013)  But it has occurred to me that while I have had many ads following me lately the advertisers have wasted their money.  Let me recap why.

1. I am done with my new range research.  My next step is to go to a store to check out the possibilities in person.  Continuing to send me ads now is a waste of money. 

2. I am also being stalked by swim goggles.  In this case since the first supplier I checked did not have the exact item I wanted, I bought them from someone else.  Again sending me ads now is a waste of money.

3. Someone I know told me that they were buying a piece of artwork.  I visited the artist’s website to check out his work.  I never had any intention of buying any.  So, that’s more money wasted.

4. I am being stalked by lamps because I bought one a few months ago.  In this case the company is sending me ads for models that I checked out and rejected in favor of the one I bought.

5. Recently I searched for sneakers that are out-of-stock.  For some odd reason Zappos thought this would be a good time to send me ads for the sandals I looked at last summer.  Hmm.  I already bought those as well.

To date, I have never bought anything due to this type of advertising.  My husband points out that if they told him as they stalked him that they had lowered the price of the item he had checked out then he might be interested – assuming that he hadn’t already bought it.  I think that’s a good idea.

What about you?  Have you bought anything based on retargeted ads?  If they told you the item was on sale, would you?

(2013) How Retargeting Works.  Retrieved February 14, 2013, from http://www.adroll.com/retargeting