Simple Marketing Now Update - 11/9/11

It's true! I've been terribly delinquent... Blame it on the freak 16 inches of snow during Halloween weekend which led to no power/Internet for a few days. And the intensity of Bathroom Blogfest 2012...

In any case, I need to update you on blogging goings on and Simple Marketing Now. Note that I am gradually shifting publication of major articles onto the Simple Marketing Now website. [In fact, you'll notice that, in addition to Content Talks Business blog articles, the Social Flooring Index and Flooring The Consumer articles I describe below all appear on SimpleMarketingNow.com.] I would love for you to follow me there when you are ready.

I mentioned Bathroom Blogfest 2012. Did you follow all of the activity? Here is the link to the final Bathroom Blogfest 2012 recap:  ~ 45 fantastic blog articles published. I hope you get to check them out if you haven't already.

In big news, I have updated the Social Flooring Index [last update was in April 2011]. One more article analyzing conversations will be ready tomorrow or so. In the meantime, check out the following:

• Social Flooring Index: Flooring Blogs November 2011
• Networked Blogs: Social Flooring Index November 2011
• Geography: Social Flooring Index November 2011

On the Content Talks Business Blog [I invite you to subscribe!], I've recently published the following articles you might be interested in:

• Sharing Online Marketing Advice with Columbia Business School
• How To Use LinkedIn: Backing Up Contacts
• Online Marketing Advice: How Not To Build Trust
• Bathroom Blogfest Twitter Chat: #kbtribechat
• Switch, Climbing Out, Social Media and Change: Bathroom Blogfest 2011

On Flooring The Consumer, the latest articles include:

• Hospitality, Trust and the Retail Experience
• Wow Your Customers, Starting with The Zappos Retail Experience
• Disney Times Square Retail Experience Reflects Modern Brand

That should definitely keep you busy!

As always, I welcome your feedback.

Simple Earth Day 2010 Reminders

Happy Earth Day 2010!

This is a particularly momentous Earth Day - number 40 to be precise. If your community is like mine, you have all kinds of activities and celebrations taking place in honor of Earth Day.

For me, Earth Day is a reminder.

To stop and appreciate the world around me... the burgeoning trees, the riot of colors, the warmth of the sun.

To be grateful for all that I have.

To focus on what's simple.

As it relates to simple, I love what Zappos' Alfred Lin says in Building a Brand That Matters, One Employee at a Time: The Zappos Story:

In this environment, Lin said, retailers need to focus on the “simple” things, like providing good customer service and a consistent shopping experience. “We sometimes do the complicated things very well, but we don’t always do simple things well,” he said. “This is a time to focus on what works.”

Shari Boyer in Getting Back To Our Roots This Earth Month also addresses simplicity in the context of Earth Day [or month].

She writes: "This Earth Month, many companies are giving a nod to the simple lessons inherited from our ancestors who had such an influence on public grounds and keeping them in mind when practicing the marketing principles of today. Lessons of simplicity [i.e., scaled back and pared back], value [i.e., more than just a good price, the new value mindset combines frugality with an emotional connection] and doing good for the community always have a place in environmental programs and even more so now with the post-recession consumer."

Focusing on the environment we live in - air, water, natural resources - doesn't get much more basic to existence. Good, then, to appreciate it all and remember to do the simple things well.

What do you think of as you celebrate Earth Day? What simple reminders come to mind?


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Image courtesy of GovGab's Earth Day and Going Green.

Steve Rubel On Digital Trends - BRITE 09

Digital Trends to Watch

Steve Rubel Shares Digital Insights

Steve Rubel, SVP director of insights, Edelman Digital, AdAge columnist, author of Micropersuasion and now Lifestreamer, spoke at BRITE 09. His topic was 5 Digital Trends To Watch for 2009 which I consider to be just as relevant for 2010 and beyond. What do you think?

1. Satisfaction guaranteed

This trend is about Customer service blending with PR and generally elevating the traditional customer service experience. You may have also heard the trend described as "customer service is the new marketing."

Steve made a fascinating observation: an entire generation is growing up that will never use an 800 number. Think of the implications... Not least of which is that those handling customer inquiries via social media channels need to be better prepared and more empowered than those in traditional call center roles.

The opportunities inherent to this trend come from auditing the entire online experience, building relationships with digital embassies such as Get Satisfaction and being prepared to engage and act quickly.

Be sure to understand how people search for your products and services. Realize that customers are affected by everything they encounter online. Pay attention to your online reputation. Think how Frank Eliason aka @comcastcares on Twitter has changed the customer service reputation of Comcast by being online, responding quickly and being authentically caring and human - something Comcast hadn't been.

Scalability is an issue. Reorienting culture and figuring out how to activate people to be out there calls for different approaches. Better to be focused and engage consistently.

2. Media Reforestation: State of Reinvention

This trend refers to the transition of marketing and media to the digital environment, with news and information blending together, the growing importance of search and the rise of content aggregators.

Rubel recommends taking a broad view of the media ecosystem. Realize that all media is social and connected, and some social sites may be more influential than traditional ones.

Consider creating value by becoming a curator of content in niches or around topics [e.g., Alltop aggregates and curates; Intel has created a special site for IT professionsals called Popurls Blue]. Rethink how you measure and value media.

3. Less is the New More

[You can imagine how near and dear to my heart this trend is!]

Rubel explains that overload takes its toll. As a defense mechanism, many are simplifying and cutting back. Gorging is out. Selective ignorance and friends as quality filters are in.

He recommends that you make sure to provide utility, value, and information [e.g., Brita's Filter For Good]; "sow seeds seeds with peers, grow plants with pros" to disseminate information; and then remember to shape the search shelf. Google is not just a search engine, it is also media and rewards valuable content.

4. Corporate All Stars

Personal Branding is big, says Rubel. As workers flock to social media to build their brands, some companies recognize that these individuals can become corporate All Stars [i.e., Yankee greats help fill seats]. Social media tools connect customers to All Stars and help build trust in the company [e.g., personal branding expert Dan Schawbel who works for EMC2].

Steve recommends using blogs to connect customers and All Stars; giving All Stars independence while at the same time focusing them to affiliate their brand with that of the organization; and equipping and supporting All Stars to become active listeners on behalf of the company.

5. The power of pull!

This trend addresses the fundamental shift from push to pull marketing. Where push once ruled, it's now equally important that marketers create digital content that people will discover and 'pull' through search engines and social networks.

Rubel recommends creating resources that inform the conversation; adopting rather than inventing; writing content for searchers and not just readers [do you search for aspirin or for a solution to a headache?].

As I think on these 5 digital trends, I can't help but observe that all five are closely interconnected. You need All Stars in order to deliver Satisfaction Guaranteed. Reinventing Media requires high quality content that pulls readers in and engages them. High quality engaging content is most likely to happen through thoughtful curating and simplifying of information, which requires All Stars...

Rubel's three macro takeaways are:
+ Publicly engage
+ Create content
+ Be simple and utilitarian.

Sounds mighty relevant to me. Do you agree?

Do read the full document titled Five Digital Trends To Watch in 2009. That will put you in a mindset to welcome the digital trends to watch in 2010...

Here is the video of Steve Rubel at BRITE 09.

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Previous posts relating to BRITE '09:
+ BRITE 09: Innovating During Downturns & Surviving the Worst
+ Links of Note: BRITE '09 Conference

Blog Action Day: Climate Change Simplified

Happy Blog Action Day 2009! It happens every year and, thanks to the involvement of bloggers from around the world - 7,656 blogs from 140 countries with 11,521,123 readers as of 11:05pm 10/14/09 - who all publish about the same topic on Blog Action Day, it draws attention to a cause that matters to us all. This year it's Climate Change.

I don't know about you, but I consider the notion of Climate Change and my ability to play a role in it overwhelming.

My solution? Simplify!

Simplify and consider the matter from a smaller, more actionable perspective where through my actions and decisions I can play a part in effecting change and affecting Climate Change for the good.

My friend Rich Nadworny - who took part in my Bridging New & Old interview series - sent me a link to an article titled How Simplicity Can Help Creativity, Briefly.

The article explains how complication gets in the way of thinking clearly, productively and creatively. And it offers 11 worthwhile suggestions on how simplicity can help with creating solutions. Certainly appropriate for a topic like Climate Change and others!

My favorite suggestion: "When you're overwhelmed, focus on less."

Given that I'm a practical marketer, I decided to focus in on practical, searching on practical solutions to Climate Change.

I came across Climate Solutions - Practical Solutions to Global Warming and Common Sense on Climate Change: Practical Solutions to Global Warming from the Union of Concerned Scientists. Since I was intrigued in how we get our children involved [a topic I cover for Blog Action Day in the Smoke Rise & Kinnelon Blog in Climate Change & Kiel School] I thought Be part of the solution and Teaching Climate Solutions looked particularly worthwhile.

And, then, I found from Scientific American in its November 2007 issue an article that offers 10 Solutions for Climate Change worth considering:

1. Forego Fossil Fuels
2. Infrastructure Upgrade
3. Move Closer to Work
4. Consume Less
5. Be Efficient
6. Eat Smart, Go Vegetarian?
7. Stop Cutting Down Trees
8. Unplug
9. One Child
10. Experiment Earth

Perhaps all aren't options for you at the moment, however, being aware of them and thinking about them allow you to focus in on the one or two changes you can put into effect that mean that we are a few steps closer to Climate Change.

I'm consciously trying to drive less; I've moved as close as I possibly can to work; I'm definitely consuming less and maximizing efficiency. I hadn't thought about the ramifications of going vegetarian. I hope that all of the paper I recycle [which is terrific to use with clipboards] has saved a small forest; and I have one child.

I'll try to unplug although that's a tough one.

How 'bout you? How do you plan to simplify so you can take part in doing good for our world?

Happy Blog Action Day 2009!

PS: This article from the Fall 2009 issue of Smith Alumnae Quarterly describes "Greening the roof of a 'green' building. Ford Hall's environmental focus starts at the top" which looks to be the beginning of a magical solution for insulating the building's roof and managing storm water.


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FindAnyFloor.com Supports Simple Marketing

Many thanks to Damien Patton and my friends at FindAnyFloor.com for so graciously inviting me to share my story. The result is this post titled Floor Industry Marketing Simplified | Simple Marketing Now.

In it, I share information about myself, my blogs and my business.

I discuss how I first became involved in social media marketing and the 2006 launch of Flooring The Consumer.

If you aren't familiar with Flooring The Consumer, it's where I write about the customer retail experience and businesses who are passionate about meeting the needs of their consumers. In addition to sharing best practices or tips and advice relevant to retailers who truly want to connect with customers, I also include advice from some of the best practitioners of social media for connecting with customers in a series called Bridging New & Old.

Finally, I explain how I became a 'simplifier' with Simple Marketing Now and the Simple Marketing Blog, filled with articles describing social media tools, how to integrate them into your marketing strategy, practical marketing examples and other resources that highlight practical marketing and the spirit of simple.

I hope you'll read the article and let me know if you have burning questions and issues that you feel require simplifying.

Thank you, Damien!


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Simplicity, A Dominant Trend

Primary Complexity originally uploaded by Jeremy Stockwell.
Yes, I'm biased in favor of simplicity and I love discovering references further supporting my bias. Imagine, then, my delight in finding proof positive that Simplicity Is A Dominant Trend!

Before proof, I need to share with you simple inspiration.

I love Rich Nadworny's post titled The Brilliance of Simplicity. He says: "Simplicity might be the hardest thing in the world to achieve. It’s much easier to take something and make it overly complex.... Our challenge is to make the complex simple."

Charles Mingus further qualifies the value of simplicity is this quote: "Making the simple complicated is commonplace; making the complicated simple, awesomely simple, that’s creativity.”

To achieve simplicity, read about There's brilliance in simplicity: the rule of one, two or three.

Check out this SlideShare presentation from Oscar Berg. It visually makes the point in favor of Simplicity.

The Secrets Of Simplicity

View more documents from Oscar Berg.

Then, there's The Frederick News-Post Online, which in its July 6, 2009 editorial titled "Enough, already!" puts the need for simplicity into consumer perspective given the choice fatigue we all face.

I find the ending particularly inspiring...

"Savvy marketing types are signing on to his viewpoint and advising their clients to "end the chaos" by focusing product offerings through "a rigorous editing process." Those same advisers are bringing new titles and new company names to the mix. C.B. Whittemore, Chief Simplifier, Simple Marketing Now LLC, is a case in point.

And one well taken."

Now for the proof about simplicity being a dominant trend: a recent Harvard Business Review article titled "Understanding the Post-Recession Consumer" by Paul Flatters and Michael Willmott [registration or purchase required]. The subtitle states "A new thriftiness and desire for simplicity will combine with pent-up demand to shape buying behavior."

This demand for simplicity is leading to "edited retailing, ... a growing demand for trusted brands and value, an increasing desire for advisors... that can simplify choicemaking, and enthusiasm for less complicated, more user-friendly technologies."

I recommend that you read it.

Excessive consumption is out.

Obfuscation is out.

Simplicity is in.

Are you ready?

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Let Your Brand Embrace 'Spirit of Simplicity'

Nature's Magnifying Glass originally uploaded by Jeff Holbrook.
In Simplifying Has A Lot To Do With Green, I observed that green and simplicity go hand-in-hand. That 'spirit of simplicity' seems even more relevant as the marketplace re-evaluates priorities, in search of brand value that aligns with newly rediscovered values like simplicity, responsibility and community -- as several recent articles reminded me.

For example, Hugh Hough's 5/13/09 article The Sky May Not Be Falling, But The Ground Is Definitely Shifting. He identifies three developing consumer themes that brands should embrace -- chief among them being simplicity.

1. Simplicity - with many consumers being forced into scaling back, they are rediscovering a return to basics and "more simplified version[s] of their daily lives." Furthermore simple takes on new meaning as "simpler will coexist with smarter."

2. The conspicuous absence of conspicuous consumption. Also part and parcel of the simplicity move: a "rejection of ostentatious displays of wealth. More and more, these will be seen as evidence of greed and selfishness, or at best, cluelessness." The solution? Have your brand embrace substance and meaning relevant to your consumers.

3. The community will get broader and deeper. This point is fascinating and ties into why social networking and the tools of social media offer so much potential for those brands that embrace the spirit of simplicity and community [including with employees!]. The author writes: "When people aren't confident, they look to others for help. Acts of collaboration, while borne of necessity, will forge a spirit of solidarity that will carry on once times get better. A larger sense of community will emerge."

Sustainability Is More Important Than Ever by David Almy from 5/27/09 states that companies taking sustainability to heart have unique strategic advantages available. The reasons?

1. Green has entered the mainstream [in support of that, read AdAge's 4/20/09 article titled Green-marketing revolution defies economic downturn by Jack Neff. Note the 4 tips for Green Marketers: combine environmental with economic sustainability; retailer support matters; opportunities remain; address skepticism about price & quality more than the actual green claims. Also learn about Government Solutions Group which helps forge private-public partnerships to support state parks, something that Coca-Cola for example has found more beneficial than doing sweepstakes.]

2. Brands perceived as ethical benefit

3. "Sustainable" brands may increase in value

4. Consumer and Business focused brands both benefit from sustainability

5. Sustainability-aligned brands can weather tough economic times.

BBMG -whose co-founder Raphael Bemporad I met at the LOHAS event referenced in the first post above - recently conducted the second national study on purchasing behavior and social values titled BBMG Conscious Consumer Report. The study, per the "BBMG Study Finds 'Green Trust Gap' - Interest in Green Holds Despite Recession, But Consumers Lack Confidence in Green Claims press release, reveals the challenges inherent to pursuing sustainability because of deep consumer skepticism over green claims. Nonetheless, "consumers are redefining what truly matters and evaluating purchases based on both value and values." Price, performance and purpose matter.

The way to bridge the 'green trust gap' is "by telling authentic stories and empowering a consumer tribe to share ideas, experiences and influence" -- which gets us back to community and the powerful tools of social media.

For more on that subject, I recommend a fascinating post from Richard Matthews at The Green Market Blog: Social Media and Sustainability.

Simplicity, responsibility and community make total brand sense to me. Does it to you? What is your reaction to this Spirit of Simplicity? And, how might your brand embrace it?

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Simplifying Has A Lot To Do With Green

Last week on 4/21/09, during a LOHAS event that took place at the GreenDepot -- New York's premier green living and building space at 222 Bowery -- I experienced something profound: simplifying has a lot to do with 'green.'

During "The Eve of Sustainability - Lifestyles of Health and Sustainability Leadership Gathering," I heard many presentations. From Vail Resorts, Ingeo, Haberman, Mohawk Greenworks, Amala, Mini, BBMG and hessnatur. I then had conversations. With Susan Benarcik design and others.

The presentations and conversations had me thinking. About storytelling. About sustainability. About the meaning of green.

Consistently, I heard that consumers crave authenticity and relevance, stories that connect with their lives, and meaningful simplicity so they can truly make decisions that generate a positive difference for their environment. They particularly crave simplicity.

Not too dissimilar from my need to be practical and cut through bling and distractions to get to and focus on what is truly meaningful... to simplify while not wasting precious resources.

Shortly thereafter, while catching up on some reading, I came across articles that referred to this same and very real consumer zeitgeist.

Iconowatch,on April 14, 2009, states "SAY HELLO TO SIMPLICITY." Have you read it? I love the final call to action: "To start, offer the consumer an escape - mentally, emotionally, physically, visually - from the disorder of the economic downturn."

I particularly enjoyed Greg Sieck's post about Brand Relevancy in the Age of Frugality where he directs you to a terrific white paper on the subject. Read it. Here's why.

1. The changes affecting us have to do with "practicality, frugality and the will to survive."

2. Consumers are looking for the simpler life.

3. Brands winning with consumers offer value that resonates with consumers: superior knowledge, remarkable service, memorable experience.

4. "Your presence online ... makes you part of the conversation and accessible to your customers."

[See Faith Popcorn: Attitude Toward Recession for additional insights.]

He recommends five rules to adhere to in the Age of Frugality:
+ Believe in your brand
+ Know your customers and speak to them [tout benefits both rational and emotional]
+ Try something new
+ Focus on value, not simply price
+ Have a strategy for permanent frugality

MediaPost published Earth Day In A New Era on 4/23/09. I enjoyed the description of changing consumer purchase behaviors. It matches what I see and feel taking place around me. Do you see the same?

Especially since BBMG referred to the 2009 BBMG Conscious Consumer Report which explains that "Green is up. Trust is down." Lack of trust doesn't mean disinterest. Rather it indicates a desire to learn more and research more.

Does this help you better understand your customer? Imagine how grateful she will be if we help her streamline the non-value added confusion, focus on what matters, generally simplify the decision-making process, and provide her with meaningful [green] options...

Simplifying sounds better and better to me. Does it to you?

P.S.: Thank you to my friend Jenny Cross from Mohawk who now heads up Greenworks and invited me to attend this marvelous event.


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Simplifiers in the Marketplace

Simplicity originally uploaded by Thorsten Becker.
Starbucks' Howard Schultz posted "Staying Real in an Instant" on Huffington Post. The story caught my attention for two reasons: it mentioned Starbucks and "simplifiers."

You see 'simplifiers' are - according to John Quelch, HBS professor and marketing expert and author of "Too Much Stuff" from The Economist which formed the basis for The Next Marketing Challenge: Selling to 'Simplifiers' - people like me.

He says [about me]: "She finds herself surrounded by too much stuff acquired. She is increasingly skeptical in the face of a financial meltdown that it was all worth the effort. Out will go luxury purchases, conspicuous consumption, and a trophy culture.

Tomorrow's consumer will buy more ephemeral, less cluttering stuff: fleeting, but expensive, experiences, not heavy goods for the home."

According to Schultz, who refers to John Quelch: "in a tough economy, consumers are redefining value. They are consuming less, and focusing more on seeking satisfying experiences that enhance their lives. He [Quelch] calls this growing segment "The Simplifiers." They want fewer material goods, and more quality-of-life experiences. At our core, we have the right stuff to appeal to these consumers, whether it's the respite from the world our stores provide or now with Starbucks VIA ready brew, quality coffee on-the-go."

I admire Starbucks. They consistently deliver a perfect venti non-fat latte every time I order one. They have created a haven for me - truly a third place - particularly when I travel, and am in NYC for meetings in need of a place to chill. I love that my Dad enjoys lattes from Starbucks when I come visit and make the one block trek to their DC Starbucks for a fix.

I love, too, that they relentlessly try to redefine the Starbucks experience and improve the value they deliver to remain relevant to Starbucks customers.

In this article, Schultz addresses Starbucks' introduction of instant coffee. Now, for me, instant is not how I do coffee. My coffee is more about the steamed milk blending with the coffee than just coffee [the intensity of the sensory experience brings to mind a scene from Ally McBeal]. The closest I've gotten to 'instant' is via a Starbucks drive-thru or an airport Starbucks - both of which still offer me the 'third place' vibe.

Nonetheless, I admire the company's willingness to explore unusual ways to connect with a distinct consumer zeitgeist "without forsaking their core values."

Some of why I despise instant coffee is that it tastes despicably bad. Perhaps this Starbucks instant product - when mixed with steamed or very hot milk - might recreate the Starbucks in-store latte? I could definitely get into that! A guaranteed latte experience regardless of location? Wow!

Take a step back.

Quality and efficiency? A guaranteed practical experience? Yes, that definitely appeals to my sense of simplification. After all, I am a simplifier. I've written about the paradox of choice [most recently Refocus Product: Retail As Curator & Less But Better and last year Why Variety Matters For [Retail] Selection]. I am drowing in stuff. Everywhere I turn, there are too many choices to select from. Don't you yearn for relief from all of the stuff that surrounds you? Do you feel that we are drowning in possessions [see What Happens When Experience Economy Meets Recession Economy?]?

I also value quality over quantity. Who wouldn't? Quality is more environmentally responsible, too. Perhaps challenging, but also an opportunity as "Too Much Stuff? Enter the 'Simplifier' states in Octopus: that this is the "great proving ground for truly authentic brands —those that deliver an honest and fair value, and an engaging, distinctive experience for the buyer."

Something that Starbucks is attempting with its instant product.

Something I believe we all strive for as we simplify, refocus and deliver outstanding value to customers.

Something that represents a true competitive advantage...

Related article:
Four steps to living a more frugal life by Denise Ryan, Canwest News Service from 11/29/2008

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