LaBarge+Partners

A Diagram to Show What We Already Know

Wednesday, December 21st, 2011

A diagram to show what we already know – online sharing is increasing.

This infographic, dubbed the “Viral Spiral,” by Unruly Media shows the exponential growth of online sharing.

The numbers – and this graphic – are staggering.

In 2006, Dove’s “Evolution” ad was shared online 222,234 times, and the ad was considered a viral juggernaut back then. Now, the biggest video of 2011, the Volkswagen “The Force” video counts almost 5 million shares since 2011’s Super Bowl.

2006 was just five short years ago but, my my my – how things have changed.

YouTube was only one year old and savvy Internet users were just beginning to share viral videos – not to mention retailers were just figuring out the importance of ads that entertain as well as inform.

We all knew that Old Spice found a gold mine when they went viral with Aiza Mustafa as the Old Spice Man, but these numbers speak for themselves.

Online sharing is important to a brand’s success these days. And, if this viral spiral continues, who knows where we’ll be in 2016.

Tags: advertising, influence, Insights, LaBarge Partners, Social Media
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Cutting Losses

Wednesday, October 26th, 2011

Once upon a time there was a company that was successful.

They owned their category, made huge profits and had a clear growth plan for the future.
Then the category landscape started to shift…

And instead of thinking thoroughly and clearly about how to move forward – and how to communicate that path to their customers – they screwed everything up.

But this isn’t a story about the demise of a company (yet…) – this is a story about the importance of communication.

On Monday, the Netflix reported that their video subscription service lost 805,000 customers in the third quarter – biggest exodus in the company’s history.

Netflix lost its luster among consumers and investors by raising prices as much as 60 percent in the U.S. and bungling an attempt to spin off its DVD-by-mail rental service. The shift in business was something the company felt they needed to do to compete with the changing category – between doing nothing and doing something dramatic, the dramatic change seemed to be the lesser of two evils.

Despite the 60% price increase, Netflix notified shareholders that the impact of the price increase would be limited and the company would finish the Q3 with 25 million total subscribers.

In reality, the company finished its third quarter with 23.79 million U.S. subscribers.

Customers were not happy about the 60% price increase.
Investors were not happy about the loss in subscribers.
Netflix was not happy about the increased media attention.
It seemed that everyone was loosing.

But buried in that report was something interesting – despite the loss in subscibers, Netflix earnings rose 65 percent. Netflix reported $822 million in revenues for the quarter and earnings per share of $1.16, which beat estimates of $811.79 million and earnings per share of 96 cents, respectively.

So while the subscription loss was significant, a 60% increase in price and 4% loss in customers amounts to a revenue increase of approx 53.6%.

From a financial standpoint (a short term one at least), all is not lost.

Which makes me wonder why the apology letters to investors, the media interviews and the article headlines all read catastrophe when they could have framed strategy and future opportunity.

Netflix is a case study in communication. What are you doing and how are you going to talk about it? Will we phase the price increase? Will we frame the pricing changes in the context of improved, streamlined service? Will we ask the customers what the want and even – dare we ask – what they are willing to pay for?

A study in communication and a hard lesson for Netflix to learn.
But a lesson learned…we hope.

“It’s not just what you say that stirs people. It’s the way that you say it.” – B Bernbach

Tags: consumers, identity, influence, Insights, LaBarge Partners
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Copy Thoughts

Tuesday, October 18th, 2011

Wise Words from Keating…

“So avoid using the word ‘very’ because it’s lazy. A man is not very tired, he is exhausted. Don’t use very sad, use morose. Language was invented for one reason, boys – to woo women – and, in that endeavor, laziness will not do. It also won’t do in your essays.”

And ps – laziness will not do in advertising either.

Tags: advertising, Insights, labarge+partners
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TV and Tablets: The Media Connection

Thursday, October 13th, 2011

A recent Nielsen study reveals roughly 40% of tablet and smartphone owners in the U.S. used their devices while watching TV.

Whether they are emailing, browsing the web or engaging in social media, the study shows the growing connection between media platforms.

Tags: influence, Insights, Media
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Decoded

Wednesday, October 5th, 2011

Something happened in New York’s SOHO district last week.

Math…or something like it.

It was 46 feet long chalkboard and a slowly built, incredibly hard math problem.

The equation unveiled itself over 4 days with painters adding elaborate equations full of challenging twists and turns that combines mathematics with numbers that are significant to scientific human achievements throughout history.

Throughout the execution, people – both math enthusiasts and everyday passers-by – were invited to participate and guess portions of the equation through the website and the twitter handle, which provided clues and prompts to the significance of the numbers.

On the fifth day, the answer was revealed: 7 billion.

7 billion – the soon-to-be world population.

So what’s the point?

The challenge is 7 billion people. The solution is just that – solving tomorrows problems by working them today.

“Solutionism. The new optimism.”

We can’t solve the math problem but we definitely buy the campaign.

Bring your solutions to Dow via twitter handle (@giantchalkboard) or their website (giantchalkboard.com)

Tags: advertising, Creative, Insights, labarge+partners
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Let There Be Light

Tuesday, September 27th, 2011

Alarm clocks.

Ringing. Beeping. Vibrating. Chirping…

There has to be a better way.

This consumer wants a product that offers me a new solution.

Philips listened. Introducing the “Wake-Up” light – a sunshine simulating clock that slowly wakes consumers up in the morning.

Testing for the product began last year in the northernmost settlement in the world – a Norwegian town with a population of 2000.

Every year, Longyearbyen is plunged into complete darkness for about four months a year. Philips gave the town’s residents its “Wake-up Light” to simulate natural sunlight -

Listening to a consumer need and offering a legitimate, meaningful and relevant solution.

A novel idea.

And one that is heading right for the bank.

Tags: consumers, Insights, labarge+partners, research
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Empire State of Mind

Tuesday, September 13th, 2011

New York’s MTA is going old school.

Really, really old school.

Through the month of September (on weekends), New York commuters can ride a vintage 1920 train on New York’s 2 / 3 line.

Who is accountable for this throwback fun?

HBO

Surprised?

As part of the “Compliments of Nucky” campaign promoting the September 25 return of period drama Boardwalk Empire, HBO has put the vintage 1920s train back on the track on New York’s 2 / 3 line (Nucky refers to the show’s central character, played by Steve Buscemi). The train, a real transit museum piece, originally appeared in 1917 operated by the Interborough Rapid Transit system.

MTA customers can ride the train at the 42nd, 72nd and 96th Street stops. According to HBO, the train features authentic period details like rattan seats, ceiling fans and drop sash windows. Non-period elements include Boardwalk Empire- themed artwork that directs riders to the “Compliments of Nucky” Facebook page, where they can get access to Nuck-related perks.

On the final weekend, “brand ambassadors” will be outside of the 42nd and 72nd St. stops giving away free metrocards (nice!)

The campaign will include further deals and content via partnerships with other brands -

A Living Social tie-up will allow fans to book prohibition-themed packages for the reduced rate of $19.21 (ahem – 1921)
On September 24 and 25, “Nucky” will pick up all eastbound Pleasantville tolls into Atlantic City from the AC Expressway.
The campaign’s Facebook app will include daily instant win prizes
Consumers who “share” the app with three friends can gain access to “Nucky’s Suite,” where they will get access to original content from the show and get the chance to win trips to Caesars Las Vegas and Atlantic City.

Translating the fiction of Boardwalk Empire into a livable, targeted, experiential campaign? We’re impressed.

And while we want to ride the 2/3 train, our favorite part of the campaign leads us to Jersey -

HBO has also sponsored an Atlantic City beautification project and plans to give the gateway to Atlantic City a landscape makeover. The entrance sign to Atlantic City (where Empire Boardwalk is set) reads, “Atlantic City Beautification Project… Compliments of Nucky Thompson.”

Relevant and witty? Nice work Nucks.

Tags: advertising, Creative, Design, Insights
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Back to the Start

Wednesday, August 31st, 2011

I think of Chipotle as “just another fast food chain” but Chipotle seems bound and determined to prove me wrong.

Last week Chipotle announced the creation of the “Chipotle Cultivate Foundation,” a new foundation aimed at supporting people, organizations and institutions that are committed to making a better, more sustainable future.

In a WSJ article, Chipotle founder, chairman and co-CEO of Chipotle, Steve Ells, said “For more than a decade, we have been working to improve the nation’s food supply by finding more sustainable sources for all of the ingredients we use in our restaurants. By creating the Chipotle Cultivate Foundation, we are extending our reach beyond our restaurants and will be supporting organizations and people that are working to improve individual family farms, animals and the environment, and youth and education programs.”

Are we to believe that an enormous food chain is trying (let alone afford) to end factory farming?

Short answer – yes.

Chipotle buys more naturally raised meat than any other restaurant company in the country.

And in the summer of 2011, Chipotle committed to using more than 10 million pounds of local produce in their restaurants.

And let’s not miss this adorable PSA

Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.

Chipotle plans to show the video in 5,700 movie theaters around the country. And when you purchase the Willie Nelson cover on iTunes, $.60 of your $.99 goes to the Chipotle Cultivate Foundation, which supports sustainable farming.

Consumers choose where they shop, eat and spend their time. When companies take a real (and I mean real) interest in bettering our lives, consumers slowly (but surely) take notice.

This consumer did.

Tags: consumers, influence, Insights
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Absolut Overload

Wednesday, August 24th, 2011

While contemplating cocktails I began to contemplate booze branding.

Specifically Absolut.

Our industry is not longer advertising or marketing. It’s everything.

It’s shopper activation, print ads, retail planograms, social media, television (and online television), sampling, apps, website design, user-interface design, coupons and the occasional branding.

It’s overload.

How do we make something smart, relevant and compelling and then execute that idea in every imaginable channel.

(let’s be honest – even if we recommend strategic, channel based execution, a client will undoubtedly come back and say “what about Facebook?” or “I want a billboard!”)

Which leads me back to cocktails.

The Absolut campaign is a stellar example of how a brand can be brilliant, relevant and compelling in ONE media.

And because Absolut did one thing well, the print campaign evolved. It become more than a campaign – it became a iconic part of our culture.

So let’s remember that single-focus, single-execution campaigns can be powerful.

Let’s remember it’s far better to do one thing well than several things mediocre.

And when we forget, let’s all head to the bar, order an Absolut and let the vodka remind us.

Tags: Creative, Design, Insights
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