Monthly Archives: May 2016

What’s Your Bacon?

Foodie Friday, and our topic today is bacon. I’d encourage vegetarians and vegans to come back Monday because this is about to cause you to sound like Colonel Kurtz: “the horror, the horror…”

English: Uncooked pork belly bacon strips disp...

(Photo credit: Wikipedia)

I was making supper last night, and as I was rummaging through the fridge I noticed an abundance of bacon. That’s neither unusual for me nor bad, but I guess these unopened packs had been sitting around for a while and the expiration dates were approaching. I had planned some shrimp and mushrooms but good cooking is nothing if not adjusting on the fly, so the shrimp were dry-brined and wrapped in bacon. The mushrooms became stuffed with a cheese and bacon mixture. What’s one to do when he finds a pile of cheese and bacon left? Poppers, of course, since there were some jalapeños sitting in the veggie drawer (yes, I do have one of those).

Somehow, two pounds of bacon got used up. The shrimp and mushrooms, which would have been fine regardless, were way better because of the bacon. It reminded me of the time my crew went to a rodizio for lunch and were stuffed to the gills on meat when yet another server came by. We asked what he had – “turkey.” No takers. “Wrapped in bacon.” Everyone had some.

What does this have to do with business? Simple. What’s your bacon? What are you adding to everything you do to make it even better? Where is the value-added that represents you going the extra mile and doing something special?  Wired and Food Network did a little study in which they

compared the ratings of all the recipes that fit a certain description-—sandwiches, for example. Then, we calculated the average rating for those foods if they did not include the word “bacon.” We ran the numbers again using only recipes that did include bacon. The results were pretty great. Of all the foods we analyzed, bacon lends the most improvement to sandwiches.

The addition of that one special thing made the reviewers feel more positively about the product.  So what’s your bacon?

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Filed under food, Thinking Aloud

Girl Talk

As our girls were growing up, I tried very hard not to speak in gender-specific terms. There were no “firemen” or “policemen” or even “postmen.” In part, I guess I wanted to send a subtle message that anyone can do anything – boys or girls, men or women. The other part was just a feeling that taking on a tone of talking to girls in a language more specific to girls (which I have no clue about) was silly.

English: Gender neutral toilet sign at departm...

(Photo credit: Wikipedia)

I bring this up because I was reminded both of that and of David Ogilvy‘s famous quote this morning as I read about some research from the Fluent people. Ogilvy is known for reminding us that “The customer is not a moron. She is your wife.” You can get the full report here, but the Fluent research talks about how many of us are speaking to our female target audiences and how they want us to do so:

Women overwhelmingly prefer gender-neutral ads. 73% of women say they sometimes receive marketing messages directed specifically to women…74% say they prefer marketing messages to be gender-neutral.

Fluent surveyed 1,443 US female internet users ages 18 and older to come up with that number and the study was designed to better understand the impact of online and offline marketing channels on their purchasing decisions and how engagement varies across different age groups.  So while only 26% of respondents said they preferred marketing messages directed specifically to women, almost three-quarters of female internet users said they prefer marketing messages to be gender neutral. A little out of touch, no?

Smart marketing these days isn’t about selling anything.  We need to understand our customers and the problem they have which our product or service solves.  Explaining that you’re there to help with that – being a resource – is like talking to your friends and not to a mark. Speaking in clear, gender-neutral language is generally how I speak with my friends.  You?

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Filed under Huh?, Reality checks

I Want To Watch

Yet another brouhaha over privacy has reared its ugly head and the group which represents marketers – the Association Of National Advertisers (ANA) – has weighed in on the topic. In a blog post entitled “Don’t Bother Us With The Facts“, the ANA talks about a new set of privacy rules contemplated by the FCC. Their quarrels have to do with the complexity of the rules and the timeframe given for analysis and comment before the new rules go into effect. That, however, isn’t our topic today.

Logo of the United States Federal Communicatio...

(Photo credit: Wikipedia)

The thing I’d like to discuss is a quote at the end of the post. The new rules are going to be imposed on broadband providers – generally, your cable company or telephone provider. It says:

Most importantly, ANA will remind the FCC that “there’s no free lunch,” and that consumers receive information today at little or no cost in return for companies’ ability to reach them via directed advertising that surveys show are acceptable to consumers. This approach has fostered a healthy, vibrant, and economically valuable Internet and mobile media ecosystem that must not be allowed to be severely undermined.

I have an issue with that since the topic isn’t monetization of websites and content but the ability of ISP’s to make extra money capturing and selling information about their customers. These customers (that’s us, folks) pay handsomely for our broadband service, a service which is generally inferior to that found in other countries with respect to speed and bandwidth caps (we rank somewhere in the low teens in terms of countries ranked by average speed). Is it too much to ask that we give permission to yet another entity monitoring and monetizing our behavior?

Another lobbyist stated that requiring consumers’ opt-in consent to behavioral targeting, would prevent broadband providers “from efficiently monetizing online data in the same way that Google and Facebook have long done, with astounding consumer benefits.” Sorry, my friend. Google and Facebook provide a free service. Anyone you know receiving free broadband access in return for being tracked?

Unless and until everyone involved in marketing recognizes that consumers should control what data they give to which entities in return for what benefit, problems such as ad blocking aren’t going to go away. The customer is in control now, and tracking them just because you want to watch what they’re up to can undermine even the best marketing.  Do you agree?

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Filed under digital media, Huh?