by Miriam Hara | Nov 3, 2014 | Latest, Marketing
The year is 2014, and niche marketing has never been so accessible nor marketed. It’s for this very reason that I wish to discuss (or rant rather) about the categorization of the baby boom generation. I propose that individuals between the ages 50 to 54 in the year 2014 (born within 1960 to 1964) be no longer considered part of the “baby boom” generation.
I have never related to the label “baby boomer”. Mostly because I never felt part of this generation. I never shared their childhood history. For the most part, the baby boom generation is defined as anyone born from 1946 to 1964 – that’s an 18 year span! When looking at Gen X, Millennials (Gen Y) and now Gen Z, these generations have at most a 15 year span.
Baby Boomers were inline with The Beatles and hippies – those now between the age of 50-54 were not!
Consider this, when The Beatles came into popularity, those born form 1960 to 1964 were less than five years old! Our experience with The Beatles and our involvement with defining the tide of rock music was inconsequential. The tide had already come and gone by the time we even had a thought or a voice about music!
How about Flower Power and the hippies? Again, those who were born in the last four years of what is considered the baby boom generation had been on the planet less than a decade when that movement hit its peak. All I remember from the Flower Power days is that my mom made me hot pants to wear – I was barely 8 years old… nothing hot about that!
Frankly speaking, by the time I get to retirement, most of the baby boomers will no longer be such a huge segment. And as always, the people that are at the tail end of this formidable generation will be lost and likely forgotten. After all, we road the coattails – we didn’t do any of the driving.
Being part of the last four years of the baby boom generation segment has been problematic. We are the in between segment and I for one have always felt left out. I don’t have much in common with the majority of the baby boomers and I’m not quite part of Generation X. Those born from 1960 to 1964 are caught in a non-generation zone. We may have the same work ethic as the baby boomers, but we definitely don’t have the same psychographics.
I propose that this sub-segment of the baby boom generation be called Generation V – because we have always been caught in a vortex! We have been and continue to be very present, very viable and very economically prolific. We are the ones that are young enough to mesh with Gen X, and still hip enough to communicate with Gen Y. However, we are also old enough to influence Gen Z aspirationally!
I’m speaking to all of you born in the 1960 to 1964, four year window. What do you think of where you stand within the generations?
by Miriam Hara | Oct 27, 2014 | Branding, Latest, Marketing
Brand shapers and makers would like to believe that they own brand perception. However, that simply is not true. Any brand’s perception by definition does not belong to the marketing teams in the offices or the manufactures. Brands are created by consumers. Many brands have been propelled to brand status by providing consumers with a better mouse trap. Think “Kleenex” or “Post-It Notes”. By developing and building new categories with breakthrough, innovative products, these brands had not only developed the category, but ultimately had to defend their market position. But not before they became brands, rather not before consumers defined them as brands. If the consumer says it’s a brand, well, it’s a brand.
At the risk of stating the obvious, brand perception belongs to the consumer.
Yet time and time again, we as marketers and brand makers forget that basic premise. Marketers forget that the brand, more specifically the perception of the brand, is something that we cannot fully dictate or control. We can gently nudge it, define the core premise, accentuate and emphasize its features, build a story, maintain its tone, style and approach – but how consumers respond to all this stimuli is not ours to control.
There is a misconception that the brands we manage, create and advertise are viewed by consumers in the same way that we view them. And that is not necessarily true. We place labels on our brands and assume that just because we see things in a certain way, consumers will as well. That is where we are mistaken. At the core of it all, we are too close to the brands that we are responsible for. Our brand perception is not that of the consumer.
As marketers we create a brand vision and apply a lot of effort to develop that vision into an entity that we believe consumers will connect with. Sometimes they do, but often they don’t and that’s not necessarily a bad thing. Once a brand vision is developed, it becomes its own persona. The brand develops its own relationship with consumers. Each consumer has their own brand relationship and as a result creates a unique brand reality. Essentially, that’s what brand perception is all about.
by Miriam Hara | Oct 6, 2014 | Latest, Marketing, Social Media
What is social respect?
Social respect is about gaining credibility and earning trust from others through the use of social media. Social Media – so much hoopla (excuse the pun)! Businesses and those who manage brands and products are now are realizing that social media isn’t just a fad or phase. Accordingly, there is a new sense of urgency to ‘get in on the action‘. Often this leads to reactionary tactics without clear objectives, having no long term vision or strategy.
Understanding the premise of social media is the first step in achieving social respect.
The basic premise of social media is to inform, to start a dialogue and to engage. The scope of the engagement is based on the objectives put forth. Regardless of how broad or how niche your target audience is, the premise of earning social respect remains the same. Here are 3 key “must dos” to be well on your way to earning social respect.
1) Be relevant and add value.
It’s important to provide useful information that will aid your audience. Be helpful. Don’t create content just for the sake of creating content.
2) Don’t sell.
Social Media isn’t about selling, it’s about informing, assisting and educating. If someone is reading your content it’s because they landed there looking for information or an answer to a question about that topic. They don’t want to be sold to. They want to be informed. Social Media isn’t about your brand or business.
3) Be authentic.
Social Media isn’t a one-way conversation. It’s not the same as placing an ad somewhere to get the message out. It’s about creating a dialogue. It requires authenticity in order to do that. You need to not only put out relevant content, but you also need to contribute in the Social Media arena. Businesses need to listen and embrace the new way of developing relationships and connecting with their target audience.
Lastly, social respect can only be achieved if the content and the way you engage with your intended audience is respectful for the social media channel. Hopefully, I have provided you with some relevant information that might earn your trust.
by Miriam Hara | Mar 22, 2014 | Latest, Marketing
Brand marketing, figuratively speaking, has always been about placing a “stake in the sand”.
Literally, this means determining a stance composed of strategy, a slew of tactics and the commitment to stay the course. However in today’s workplace and at today’s speed of business, maintaining a commitment to stay the course is more complex and difficult than it has been in the past. Adding to this is the very real fact that marketing people also change positions frequently – typically staying in a role 2 years or less. This often adds challenges for the brand and its direction. In my years of working with brand marketers, I have seen many make pitfall errors.
1) Don’t jump to conclusions:
Take the time to know the brand and understand the basis for the strategy being employed. Too often with new marketers coming on board, the want (or need) to make “their personal mark” takes precedence over the strategy in place for the brand.
2) Step aside:
The building of a brand is not about your likes and dislikes. Even if you are part of the target market profile, the mere fact that you’re a marketer, distinguishes you from the target market of the brand. It’s not about how you feel or whether you personally like the direction – it’s about the brand. Let’s face it, a brand’s life cycle may span over the course of many brand professionals. It is important that the brand’s character, consistency of tone, style and voice be maintained – evolved but consistent.
3) Don’t sweat the small stuff:
Brand marketing relies on the marketing professional’s ability to make sure that the brand attributes and physical demeanor are maintained. I agree with the notion that the “creative” is the fun part (that’s why I’m in advertising!). Although just because one is in marketing, doesn’t make them creative (sorry). Changing the creative is often the low hanging fruit. In other words, the quickest and easiest way for anyone to leave their mark is by making small visual changes that are “visible” to everyone. However this is often superficial. The bigger issues surrounding a brand take time to assimilate and change. The elements that make up the “brand being”, are those that are often, not seen instantly. Prioritize for what adds value.
Ultimately, I have found that patience is a good thing when brand marketing and brand making is at stake. The temptation to change direction too quickly can be strong; however, it often leaves the brand jumping around, trying on new approaches and never able to build on its own momentum. Instead, the brand is left yearning for what could be.
by Hilary Smith | Feb 24, 2014 | Latest, Marketing
What comes to mind when you think of podcasting? Do you imagine a vengeful geek complaining about the newest tech gadget failing to meet his standards? Or is it a comic book nerd narrating his newest fiction novel?
Thanks to the innovative design and distribution of the iPod, what was once reserved for technical individuals with the financial means to hire an expert, podcasting has now moved on to become more mainstream. In fact, it can even play a part in a business’s marketing strategy. Using programs like Audacity and investing in a quality microphone are all you really need. The rest depends on whether you, as a voice of your brand, are able to offer value to the audience.
Image Courtesy of MCPierce.blogspot.com
How can podcasting help grow a business?
It all really comes down to how your can retain the attention of your target audience. In an ideal world, podcasts are able to create brand fanatics. A podcast is a simple way of placing ideas and expertise that will help establish a brand as an authority.The more time you can get your audience to spend with your content, the more authority you’ll have as a content marketer. This is why podcasting is often viewed as a viable content marketing strategy, but that doesn’t necessarily mean that it’s right for every business.
If you build it, they might come…
Unlike most marketing strategies, podcasting isn’t all about acquiring massive amounts of traffic or new clients. With podcasting, you are about providing your target audience with an alternative means of gaining access to your content. After all, not everyone has the time to read a blog or watch YouTube videos. Over time, it’s possible that listeners will become loyal customers. If you’re all about the numbers, then podcasting may not be the best strategy for your business.
Furthermore, offering a podcast involves much more work than simply reading a script. In order for your podcast to gain even the smallest amount of traction, it is crucial that you’re able to translate your enthusiasm and command for your niche through nothing more than a microphone.
What do you hope to get out of podcasting?
As mentioned before, if your primary goal of podcasting is to drive traffic, then this might not be the best solution for you. Instead, a brand will want to utilize podcasting as a VIP offering. Providing your subscribers with a behind-the-scenes-look at your business will do a great deal to help build those relationships you want with your customers.
While there are some who might say that podcasting can benefit every business, it really all depends on whether the format is aligned with your brand’s marketing goals. It’s true that written content will always be the bread-and-butter of a successful content strategy, but if it happens to work for your goals, creating at least occasional podcasts or audiocasts can be a simple way to generate guest content in a quick-turnaround format.
Overall, in addition to serving as great training tools, podcasts also help you reach new audiences. And in the tech-savvy world we live in today, subscribers can easily access them through their mobile device, which is good news if a business is trying to launch a new product. Additionally, depending on what kind of angle they have, podcasts also offer a higher level of customer support and may even reduce the amount of support calls.
by Miriam Hara | Feb 21, 2014 | Latest, Marketing
Canada the good. Canada the polite. Canada the humble. Well, since the last winter Olympics… a subtle change has occurred in the Canadian persona. Since the 2010 Vancouver Winter Olympics, Canada has been evolving its persona…still really nice, but a little more edgy. It took the Vancouver Winter Olympics for the world to stop and take notice that Canada does contribute a lot to the world and not only with its steady supply of Canadian comedians! Dare I call it patriotism… that word that has for many Canadians negative associations?
It wasn’t so long ago Canada was the quiet country, the large gentle giant… ever so apologetic and well… nice.
Somehow, somewhere, it has become cool to be a Canadian. It has to become hip to carry the icon Maple Leaf…so perfect for a brand signature. And it all began with hosting the 2010 Vancouver Olympics. That forum gave Canada an opportunity to present itself authentically. What most didn’t realize was that Canada would take world by surprise… and yes that includes Canadians! The only difference between us Canadians and the rest of the world is that we always knew that we didn’t live in igloos!
Canadians were astonished that we could all feel as one. This “showy” display of solidarity – where did this type of patriotism come from? This visible pride of being Canadian? All of a sudden Canadians along with the rest of the world realized that we actually do have a lot to be proud of and not because of our cool fashionable Olympic outfits.
Many Canadians felt that after the Vancouver Olympics ended, we would once again go back to being, well, quiet… That the feeling of pride and solidarity wouldn’t last. But the Vancouver Olympics was just the beginning. In between 2010 and the 2014 Winter Olympics, Canada has increasingly become a strong visual brand. The Canada brand logo is the iconic Maple Leaf (can you get a more single iconic brand visual?), and has become coveted by all.
In Europe and through Asia, a Maple Leaf on backpacks, luggage tags, hats, t-shirts and pins have for the most part guaranteed a friendly smile, a warm reception. Canada now has admittedly a cool factor – something we even acknowledge amongst ourselves… quite unapologetic, I might add.
Today we watch our Olympic Athletes in Sochi and we have awesome brand awareness (oops… country awareness). Canadians more then ever have become vocal… we have become proud without losing our sense of being Canadian. Case in point, Canadian speed skater Gilmore Junio gave up his Winter Olympic spot to his more experienced teammate Denny Morrison in the men’s 1,000-meter race. This was an act of kindness that ended with Morrison winning a silver medal in the event. Listen to the amazing interviews from all of our Canadian athletes. We are winter. Humble. Grateful. Confident. Authentic. We are Canada. Not a bad brand character for a country, when all is said and done.
