Social Media Conversations with your Customer

Recently, the marketing departments in a few savvy companies have quietly been adding social media positions that didn’t even exist a few short years ago. From small start-up companies to large corporations, the social media expert has now become a highly sought after employee (or team) to engage the online/mobile customer. The marketing function now includes systems and processes to accommodate the rapidly growing two-way conversations that are taking place with the customer. In many cases it’s become a vital path to ensuring the company’s brand stays intact in the eyes of the consumer as well as being an effective marketing channel.

The July/Aug 2010 Harvard Business Review states “these days anyone with a smart phone, [iPad] or a computer can inflict lasting brand damage.” That’s because consumers have quickly become well informed and eager to use the online forum to speak out where they will be seen by thousands (and potentially millions) of people who may be easily swayed.

The same HBR article provided a pertinent example about how “popular mommy blogger Heather Armstrong was so upset over the failure of her Maytag washer and the company’s ensuing service missteps that, using her mobile phone, she told her million-plus followers on Twitter they should never buy a Maytag.” We also reported in our article that “today’s social media moms rule the social web with Facebook, Twitter, MySpace, Bebo, FriendFeed and more” – and they have the ability to make a difference with the way a company conducts its business and how it treats its customers.

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When will Biodegradable Plastic make Good Marketing Sense?

As mentioned in our previous post on Eco-Friendly packaging, the question was asked, “how can we develop the most cost effective packaging solutions that will fit into the design, marketing and functional needs?” Well, a big part of that equation comes in the form of plastic. Plastic has been great for consumers and without a doubt, has allowed human kind to progress beyond anyone’s predictions.

However, today we are literally choking on the stuff and we need to find alternatives and more ways to recycle and reuse ASAP.

In this post we will provide examples of some businesses currently recycling conventional plastics as well as those who now using, or are beginning to explore, biodegradable plastic as an alternative. In addition, there are those who advocate a shift in the way we do business which may also be a part of the answer to realizing new business models that are profitable and environmentally responsible.

In the not too distant future it is predicted that many, if not most, manufacturers will embrace using biodegradable plastic for products and packaging, not because it’s eco-friendly, but more importantly because it will make good business sense. We are well aware that the environmental hazards of plastic trash are growing exponentially, therefore it’s imperative (after being with us for 100 or so years) that we find alternatives to oil and natural gas based plastics.

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5 Best Books for Copywriters

Check out The 5 Best Books for Copywriters: An Unconventional Guide at Freelance Switch.

Lululemon Loses Its Mind

Lululemon, a giant brand on the yoga scene has been known for provocative advertising. From their Ombama campaign to their bold intention ads. They have never shied away from controversy.

But, have they gone too far this time?

Their new “Say No To Camel Toe” campaign tries to be a bold, brutally honest call it like we see it kind of effort, but is it? Depends on who you ask. One thing is for certain, there has been backlash. Which may be the real point.

With backlash comes the inevitable buzz and media exposure as we blog and tweet and chat about online, at our local shalas and among our friends. Maybe that’s the true idea? Clothing is a huge part of the booming yoga industry. An industry that netted over $5.7 billion in 2008 according to Yoga Journal. That’s an increase of  87% over 2004 numbers.

Of course this issue has been discussed among female yogis, but do we need to talk about it in a campaign? Do women want this spilled out into the pages of Yoga Journal or Yoga+ magazine? What would a male equivalent be? Can you imagine that? Would you even want to?

Either way, the yoga industry is booming and the largely affluent yoga demographic continues to gobble up mats and other essential gear in pursuit of yoga bliss and some sort of balance in an world that seems increasingly out of balance.