April 27, 2006
    google recruiting women

Jen Fitzpatrick, Engineering Director, has represented Google at many events for women and having been asked the pretty much the same thing, and working for a company that can do these things, what better way to show women what working for Google is really like…
[watch the video]

Google, like many few companies, looks at the detail – every bit of it. Whereas most companies would be proud to have a recruitment video with this feel to it, Google go further. The following is the accompanying explanation of why they made the video and at the end even get to pitch their Anita Borg Scholarships – all through “the ever so natural, ever so pure” Ms. Fitzpatrick. I think it’s slick but highly effective and I guess I’m jealous because I have no idea of what it’s like for a man to work at Google…

Posted by Nuno Machado Lopes in [marketing to] women ,people PEOPLE ,videos
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    asset Vs. staff Vs. talent

If you ever wondered what makes companies great - its people! And want to know how to attract, recruit and KEEP the very best people? Watch this video, pack your stuff at work and go find a real job. If you are a recruiter - shame on you. Pack YOUR bags and give your job up to someone more passionate about people.

I've always hated hearing the phrase "people are our biggest asset" for three reasons:

1. It was usually used by those who had little to no regard for the people working for them - their responsibility under their watch - and what a responsibility

2. Assets are static - they are buildings, they are machinery and they are not people - people can be a financial plus, do have a huge value but they are everything by static.

3. Ass-it... need I say more (totally unnecessary but something urges me on to leave point 3 - so there).

Having watched the Google Recruitment Video - what a SEXY place to work -live - work - whatever they do there...

Posted by Nuno Machado Lopes in [marketing to] women ,people PEOPLE ,videos
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April 25, 2006
    get convinced

Having spoken to many people regarding marketing TO women, I realised I wouldn’t get very far without making it blatantly obvious that this was not a man vs. woman thingy. The conversation always ended up within the realms of women having babies, taking time off, trying to come back etc, etc.

For me as a man, learning about women, is actually quite refreshing and necessary for just about aspect of my life – I have 3 daughters which brings my household population (including grandmother, one nanny and one [female] housekeeper) to 12.5% male (i.e. ME) and 87.5% female (THEM) – so you see my motivation is actually a lot more than good business sense.

To market to women, we obviously have to understand them and listening to women talking about women (great concepts are ALWAYS simple and obvious) gives us pretty much all the insight we need – to begin.

So every time I thought they were gossiping, they were actually connecting. I knew that it was important to look at all the details – [life is made up of details] – what I didn’t realize is that my brand had to have this much more detail – emotional appeal, aspirational appeal, and character – not in the sense that I was thinking but more in the women’s sense – the holistic view. Women see everything. They see all the detail. Men walk into a shop buy and leave, women talk, feel, listen – they connect. Once you realize this, nothing else will ever be the same.

If you are still not 110% convinced that this works – just go to www.oprah.com . I didn’t get it before – I do now. Oprah became the female spokeswoman – not for men but for women. She was the first one to truly share all the day to day worries, happiness, curiosities that women have (had) and will have.

This reminded me of a few months ago when I caught a ‘Poo’ Expert explaining the ideal size, colour and odour of our ‘poo’. Needless to say she made a whole program about it – I can’t remember as I was too busy trying to understand who watches Oprah. Well Billions do! She connected with women, she bonds with them emotionally – cries, laughs, stands up to influential people (as if they exist when in her presence) such as Hilfiger when he decided to make public his thoughts on clothing and race.

I watched Hurricane Katrina every day. I do get hooked into the emotional side of tragedy – it helps he understand how lucky I really am and how good I have it. Complain? Of what? Thousands of people had lost their houses, family members and friends. They were scared, isolated, ignored and in a situation worse than Katrina itself. I saw Oprah go there. My cynicism was replaced by awe when I saw all of those people in need of water, food and answers look up to her as she blasted out on the sound system “Hello. I am Oprah and I’m here to let you know…”

Posted by Nuno Machado Lopes in [marketing to] women
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    vividot & canon

Canon GHO PGA TOUR Event

Challenge: Create a consumer engagement program that activates na existing PGA TOUR corporate sponsorship program. Result: 73%+ total website visit rate.


Vividot was used to create a personalized one-to-one customer engagement program that digitally put the spectator into the action. Seven public Canon Photo Spots were created, including the course leader board, course map, scenic overlooks and four “on the green” digital scenes. Canon DOT stickers were distributed to the spectators, 21,000+ photos were taken over 4 days. Using Vividot, each participating spectator’s photos were sorted and available on the Canon branded internet site within three hours of being shot.

[download Canon CaseStudy]

Posted by Nuno Machado Lopes in remarkable services ,smart marketing ,videos
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April 21, 2006
    driving on a tight budget

Guess what. I've found the way to drive "legally" (logical translation: Police don't do anything about it so it must be legal) without the need for a driving licence, car tax, licence plate, permission, regard for others or common sense.

  Driving         Driving1                          Driving2

Posted by Nuno Machado Lopes in why do they do that?
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    everything matters...

Everything matters -
you can't HIDE behind
your logo

Faith Popcorn & Lys Marigold
EVEolution: 8 truths of marketing to women

Posted by Nuno Machado Lopes in small [enormous] truths
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April 20, 2006
    fresh start

Whenever someone tells me it's not going to work, something inside me triggers an overwhelming desire to do it. I can't help it - I just get bored doing what everybody else is doing. Not to be different just for the sakes of being different. I hate the concept of tweaking and I've always hated it. Both my father and my brother are Engineers and from a very young age I always associated engineering with squareness, tweaking, fine tuning and rules. As you've probably guessed I am not an Engineer nor do I presently have that same vision of engineering [political correctness] - I have friends who are engineers...

Re-imagine! By Tom Peters - I bought the book and heard the audible version in my car to work everyday. It really got be going especially the section on marketing for women. I thought about it for a week and when I started to analyse our marketing and the fact that we had gone from a 60% female customer base to nearly 40% I knew this was going to be exciting.

What I never realised was how polemic a subject it was. I looked for my most "female" member of staff to sell her on the idea that we were going to have a section on our web page that catered to women - written by women. She would not only understand but would jump at the idea. 

When I explained to her with great enthusiasm our new journey, she looked puzzled. I offered up the two examples:

1. When you go to the Coliseum in Lisbon (applicable to most other public places), during the interval, men can do their thing in the toilets, go stock up on food drink and even smoke a cigarette, all in the time that women have to stay in the queue to the rest rooms and wait their turn leaving little time to do much more - smoking in the queue usually helps them at least accomplish two things.

2. When you go to buy a car, women have different objectives in their purchase then men, so why do they have to either get the binary facts or the other extreme of how useful it is for shopping.

She looked even more bewildered. "But we spend more time in the toilet talking about our problems and rearranging our make up and as for buying a car - I had no problem last time when I bought my car - I took my brother with me". I was gob smacked! Now I REALLY had to do this. I just never thought the problem was also from within.

Cathy Mosca from Tom Peters reiterated this to me in that she understands "the restroom parity issue" claiming to have to "plan a theatre-going experience to avoid the problem, especially when I visit New York City. Don't consume much liquid at dinner, use the facilities at the dinner place rather than get in line at the theatre, etc." 

It's actually a very simple logistics issue - the ladies' room needs much more space than the men's room - probably needs to be designed by a woman instead of a man too. It leaves me wondering about two things:

a. why do women put up with it? And

b. what is the true impact of this on ticket sales, repeat visits and bar sales?

[By the way in the Lisbon Coliseum, you could use half the bar area for ladies' restrooms because it's always half full/empty - the other half of the potential customers, the ladies, are congested in the hallway waiting to use the restrooms]

Posted by Nuno Machado Lopes in [marketing to] women
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April 18, 2006
    it's official: we are doomed!

We had a great idea - a great yet simple idea. We wanted to give our customers added value in our venue by adding Wi-Fi broadband. So, we decided to contact an ISP provider. We identified a company, that shall remain anonymous (rhymes with Twix), that is advertising a new broadband service. In return for their free service, we would provide publicity for them at the venue, in all our printed communication as well as all internet applications - we have a database with profile of over 80,000 users nation wide. Sounds fair, don't you agree?

I searched through our CRM application and found the marketing manager. First test: had we been able to maintain our CRM up-to-date? Well most companies fail at this but after one phone call, I realised that we were fully loaded and had all the right details. Imagine my surprise when the e-mail was returned. Another phone call later and I was at ease. We were in fact correct but should try an alternative e-mail as the person in question would return the following day.

When that e-mail was also returned, I decided to wait for the Easter Holidays to pass and asked someone from my team to contact him. She did so. But... he wasn't there. The assistant claimed he would be back in the afternoon but probably too late to be able to speak to anyone.

Plan B: we tried to get a different form of contact having exhausted the try the other e-mail or wait and resend it later - as if that is ever going to work. We insisted so much that she placed us on hold while she tried to figure out what was wrong with the e-mail. Five minutes she returned with the following bombastic explanation...

The person we were trying to contact (marketing manager!) was no longer with the company. In fact that person had left the company a while back! So... hold on. Wasn't he coming back later that afternoon?


Posted by Nuno Machado Lopes in customer (dis)service ,why do they do that?
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April 13, 2006
    best of the best
Video compilation of great guerilla and outdoor marketing from JWT's cool hunting community.

Posted by Nuno Machado Lopes in smart marketing
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    brand democracy


Campaign Goal:
We decided to set up a webpage that would act as a marketing research / testing platform for both existing and new products. The campaign was used to bring awareness to the new site. The reason for the site is that we are a (Portugal-based) marketing company that wants to have real time market research (quantitative & qualitative) without the expense usually associated.

We came up with the name Kreedo (Credo - belief) and had a flash media presentation with a great sound and engaging language. Kreedo - brand democracy - you decide - your universe - want to be the first to see unrealeased films? - hear unreleased music? - test products before they come out? Be the first...

We had onestat supplying us with statistics as well as VI Net that were supplying us with the bandwidth necessary - with just a flash media presentation we blew our 2.5 GB traffic alowance in 2 days. In 6 days we had clocked up over 10 Million hits! We used clever scripts for people to register and through their hotmail, gmail and outlook address lists, send out invitations awarding points for friends that registered.

Seed Strategy:
We targeted 200 brand ambassadors / opinion leaders in the Portuguese youth market and invited them to have a look at the site - it then grew exponentially.

Specific (Goal-Related) Campaign Results:
In 6 days we had 30,000 members registered which quickly grew to 70,000 with profile. Average age was a surprise - higher than we expected - 21 years old.

We then began building the site based on their comments as the first thing we placed was a forum. This is THEIR universe so we built it whilst they gave us the direction. The peak was tremendous and then it dropped. We now have peaks when we run campaigns such as the Apple Nano campaign - awareness of capabilities - not just an expensive mp3 player.

Biggest Learning:
The number of visitors and the speed at which we grew could never have guessed! Would have prepared the register for other countries - we never thought that 30% of those registering were from Brazil, USA, Canada as well as other countries ranging from the Middle East to Europe. Would have also prepared the server as the site went down on several occasions owing to exceedingly high traffic.

The Viral Result:
There's no doubt as to the power of the viral campaign as viewed in the following diagram compared to the three main mobile operators:


MarketingSherpa classified the Kreedo Viral Campaign 8th - read more



Posted by Nuno Machado Lopes in viral marketing
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