Author Archives: Sarah Hanson

10(+) Rules to Live By

Posted on by
2

Have you checked out the new “Marketers’ Constitution” which the Association of National Advertisers (ANA) recently unveiled?

Their goal: Make sure the marketing profession continues to thrive and that it contributes meaninfully to society.

Here are the 10 principles they suggested:

1. Marketing must become increasingly targeted, focused, and personal.

2. Marketing must build real, tangible, and enduring brand value.

3. Marketing must become more effective, creative, insightful, and accountable.

4. Marketing must become more integrated and proficient in managing expanding media platforms.

5. The marketing supply chain must become more efficient and productive.

6. The marketing ecosystem—including agencies, media, and suppliers—must become increasingly capable.

7. Marketing professionals must become better, highly skilled, diverse leaders.

8. Marketing must be indisputably socially responsible.

9. Marketing must be unencumbered by inappropriate legislation or regulation.

10. The marketing discipline must be elevated and respected.

Sounds like a good set of mantras to me. I particularly like # 1, 3, 7, 8 and 10. Wouldn’t it be nice if all clients and agencies lived by these simple, yet profound rules? I’d like to add a few:

11. Marketing people need to have fun and not over-think—in order to stay in touch with real consumer behavior, thoughts and motivations.

12. Creativity should be celebrated and revered—it accelerates the connection between brands and consumers.

What do you think? What other “write in” bylaws should be added to the marketing constitution?

Live Breathe Film

Posted on by
3

360365logoYesterday, in accordance with their expanded mission and year round events, High Falls Film Festival launched its new brand: 360|365 Live Breathe Film. With this, the organization is broadening their mission beyond the traditional week-long film festival to include a year round Shorts Contest and New Director Series. All an effort to engage film makers and their audiences in all aspects of independent film making, 365 days a year.

[Full disclosure: My agency did the rebranding and creative work for them. But, I had no role in the project.]

It’s interesting and exciting to see how polarizing the local press and reaction to the news has been. Perfect, quite frankly, for something as provocative as the celebration of independent film-making. Read the comments on local news sites and Twitter and you’ll see things ranging from “LOVE the new name/logo” to “another sign High Falls is dying” and “what’s 360|365 supposed to mean?”

Hmm. The core audience is independent filmmakers and their audiences. It strikes me these aren’t people who like to be spoon-fed ideas. A branding and mark that takes a bit of thinking seems right up their alley (and yes, film makers provided their input and evaluation, according to people who worked on the project).

Another observation: The formula of [insert location] Film Festival definitely conjures up the idea of a week at a great location (Tribeca, Sundance, Toronto for instance) sitting in theatres watching provocative movies. It doesn’t convey the full immersive experience which 360|365 will be providing to the independent community not just in Rochester but online and around the globe, all year long.

Personally, I think it’s exciting that a Rochester-based organization is stepping up and trying to broaden engagement with the global independent film community. And that it sparks a controversial discussion appropriate to independent film.

Highlights on spending from Mintel

Posted on by
2

I had the pleasure of attending Mirren’s new business workshop in NY last week. One highlight was the presentation on latest shopping trends from Mintel’s Krista Faron. The prognosis: Encouraging, especially for any products that can be enjoyed at home, and for high-quality, small indulgences.

Glimpses of improvement
Krista shared that the Consumer Confidence Index, which is a barometer of the “collective cultural psyche,” is continuing to trend upwards after bottoming out in February. However, unemployment is still high; a full economic rebound won’t happen until unemployment goes down, which is not expected until next year.

Mintel has identified an interesting and under-served segment: The “Under-Employed.” Of those 90% of Americans still employed, a third of full-time workers have taken a cut in hours or income, and over 40% of part-timers have lost work hours.

There’s no place like home
Despite these conditions, 70% of Americans are spending the same or more on home food than last year, because they’re eating at home more than ever. This means spreading the food budget farther – leading to a more engaged and experimental consumer. With this comes jumps in sales, and loyalty to private label brands as well as basics like Spam and Macaroni and Cheese.

This spend-“at-home” phenomenon is also associated with downward trends in eating at restaurants, traveling for vacations, and entertainment outside of the home. It also explains the staggering data that shows 34% of Americans are thinking about buying a flat-screen TV by the end of the year, as well as the positive trends in “simple” home improvement like painting and gardening.

Great brand value prevails
Mintel shared some great trend-busting brands that have thrived despite the marketplace, thanks to a focus on a quality product and experience at a great value. Terrific examples are Panera Bread, JetBlue and Old Navy. Good to see the principles of great product at a fair price can still prevail.