July 13, 2006
    green wows university students

Gogreen The press has always and continues to portray University students as hard drinking young adults that actually initiated this habit earlier than previous generations.  However, a new study, "The 5th Annual College Explorer Study," from Alloy Media, conducted by Harris Interactive, sheds new light and breaks with this myth once and for all - as reported in eMarketer 13th July.

The online study was conducted in the United States using 1800 University students and found that this much fought after market segment, was actually prepared to award companies, which respect green issues, with their loyalty. This is very much in tune with the ideology behind the surge in social media whereby trust and transparency have become key factors in evaluating a brand.

When asked about factors that drive their purchase decisions, 33% of the students said they prefer brands that are environmentally safe or are connected to a cause.

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Socially responsible ranked higher than brand image and celebrity endorsed brands when analyzed against discretionary spending. Moreover, 24% named a purchase this year based on the brand’s social consciousness.

The 2006 Alloy U Award winners for "Top Socially Responsible Brands," according to University Students, are:

  1. Ben & Jerry's
  2. Newman's Own
  3. Burt's Bees
  4. Yoplait
  5. American Apparel
  6. Starbucks
  7. Seventh Generation
  8. Nike
  9. Body Shop/Coca-Cola (tied)

As the University student market, with increased importance as they become early adopters in an IT world, continues to grow, their sights have focused in on social issues. Brands will have to rethink their brand positioning and campaigns in the coming year, according to Dana Markow of Harris Interactive.

So is your brand green enough?





Posted by Nuno Machado Lopes in business strategy ,smart marketing
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June 20, 2006
    the Simpsons Guide...

The Simpsons
"Oh Brother, Where Art Thou?"
Original Airdate: 2/21/91 Nr. 215

I never thought I’d get a lesson in business strategy & marketing from the Simpsons… Still could be worse.

250pxoh_brother_where_art_thouSo Homer discovers that he has a long-lost half brother, Herb Powell, who is the wealthy CEO of Powell Motors. When Homer and Herb meet, they instantly hit it off and Herb hires Homer to help design a car for regular guys, as Homer, being an "average" American, is the perfect person to design a new car for his company.
Homer is given entirely free rein in the design, too late for Herb to realize that his brother is somewhat "unaverage."

Lesson #1: no such thing as a typical or average consumer.
Winners: Amazon, Expedia, Carlton Ritz

Lesson #2: Commoditization is the kiss of death
Winners: Intel, Apple





Posted by Nuno Machado Lopes in business strategy
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June 19, 2006
    still Nervous about blogS

Blog I'd always heard that great executives should always alocate 1-2 hours per day to read an get informed. The reality, is that like many, I was always TOO busy... But now there's NO excuse! You can now download NewsGator that runs in your Outlook 2003 - so if you aren't too busy for e-mails you can't be too busy for blogs. It's actually like tapping into the brains of all the people that could answer all your queries, all your fears and in the meantime you'll stumble across great ideas and sometimes quite inspiring stuff.

Blogging really kicks off when you start to interact with your consumers. We moved our web pages for Paradise Garage to the blog format and we jumped from 250 unique visits to over 1000 but the greatest move only started to take effect today as we replied to our first comments and not very favorable at that - but they were actually very tuned in. They should be - they are straight from our customers!

It's the beginning but it's all about gaining their trust and we've sat for hours looking at a comment wondering whether to remove it - once we had some basic rules - applied to life - opinios are fine, personal attacks not - it was easy. I was VERY surprised however to see these stats on the post in eMarketer.com titled "Executives Not Quite Hot to Blog".

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Posted by Nuno Machado Lopes in [marketing to] women ,bar & nightclub industry ,bits & bobs ,business strategy ,buzz marketing ,customer (dis)service ,design 2 reality ,dreaming events ,emotionally charged ,experiential mkt ,high moving stocks ,how we learn ,in paradise ,my thoughts ,people PEOPLE ,personal development ,players ,remarkable services ,small [enormous] truths ,smart marketing ,videos ,viral marketing ,why do they do that? ,youth marketing
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June 14, 2006
    leap ahead - the Intel way

Kevinseller
Not wishing to become a reporting thespian Jornalist type, coming to you live (with a month or so delay) from the Experiential Summit in Chicago 2006, I have to confess that I took a particular interest not only to the topic but also to the presenter - Kevin Sellers, Intel’s Director for Corporate Brand & Strategic Marketing, who gave one of the most relevant and revealing key note speeches I have heard.

Sellers took us through Intel’s evolving marketing strategy and gave his personal insights into experiential marketing. Like most marketers present, he too focused not on the “one shot” event but on an experiential strategy that takes events into the realm of emotional connectivity.

A large hurdle, and one that I was fascinated to hear, was how do you communicate or market a product as boring as transistors? It’s not a product you can go and buy and worse of all it’s in someone else’s product. So how can you market a product that your consumer cannot interact with? This was the start of Intel’s strategy to market their innovation.





Posted by Nuno Machado Lopes in business strategy ,experiential mkt ,players ,smart marketing
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May 14, 2006
    stop - think - act

"The essence of strategy is choosing what NOT to do."

Michael Porter





Posted by Nuno Machado Lopes in business strategy ,players ,small [enormous] truths
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