You may have seen a commercial recently for Nationwide Insurance, where the female spokesperson does a short demo of the Nationwide iPhone app. It’s designed to be used in case of an accident, and according to the commercial, functions include:

-a flashlight

-a form for getting the other driver’s information

-a button that, when pressed, figures out the street address/location where the accident occurred

There were a few others, but those were the ones I remember. Taken individually, or even collectively, those features are cool, but aren’t game-changers. Nationwide has an iPhone app - and…?

This is a clear demonstration to their customers (and prospective customers) that they (a) are up-to-date with cool tech trends, and most importantly, (b) they use new technology in ways that BENEFIT THEIR CUSTOMERS.

This would work for any number of companies. Design an app that makes life easier for your customers. Whether it enhances a service you already provide through other channels (Nationwide, I’m assuming, already provides customer claims service via phone and maybe even online), or is a totally new offering, this is the type of effort that can pay huge dividends for your brand and your customers’ connection with it.

This is also why some companies are reaping such big rewards from social media. They don’t use Twitter or Facebook as tools to ram marketing messages down their customers throats; the best companies use it as a tool to enhance the customer’s experience with their brand.

Marketing “Home Automation”

Control 4 manufactures a complete line of affordable wired and wireless home automation products. In just six short years, Control 4 has become the leader in ‘affordable’ home automation.

 

I had the pleasure of speaking briefly with co-founder, Eric Smith. When I asked him what makes Control 4 different from similar companies, he said “We’re more affordable and much easier to install.” Smith went on to say, “Most home automation products that are currently on the market require extensive wiring. Because our components communicate with each other wirelessly, they are much easier to install in existing homes.”

 

With dealers in over 33 countries distributing their products and a 45% growth rate last year, Control 4 is definitely doing something right.

 

The three keys to their success are:

 

1. Creating a product that is superior (and already has a built-in differentiator).
2. Knowing how to introduce that product to the marketplace and communicate its strengths.
3. Innovating to keep up with trends and stay ahead of the market.

Control 4 focuses its marketing efforts on appealing to resellers. This includes industry tradeshows and advertising in targeted trade publications. They also have a heavy focus on PR and have been featured in the Wall Street Journal, New York Times, Wired Magazine and on Oprah.

 

In the coming years, Eric indicated that the company plans to begin marketing its products directly to the end consumer and “do-it-yourself” homeowners. They also have designed several modules that control a home to be more energy efficient. The trend to conserve energy and improve the environment is an expanding market that will give them even more of an edge over the competition.

 

To learn more about Control 4, visit their website at www.control4.com

How LDSWA Founder Daryll Jonnson Turned Her Dream into a Reality

Latter-Day Woman Magazine

There are not many women in this world who are more sincere and loving than Daryll Jonnson. I’ve heard Daryll’s story many times, but it always inspires me. As said in her own words:

“I had been working for many years, in the corporate world, and although I enjoyed what I was doing, I did not feel a great deal of satisfaction. I felt that I wanted to really do something that would help others and that I was very passionate about.  Coming from the United Kingdom, I also had a desire to find something that would allow me to interact with other LDS women across the oceans…

… Then, in a quiet moment, while sweeping the floor of all things and feeling desperation because I was getting no answers, a strong impression and idea permeated my whole body and left me feeling “WOW…. where did that come from?”  Again, I prayed about it and received confirmation that this was the path I was to follow – to form a women’s alliance, the LDSWA.”

LDSWA launched its new online presence in July of 2008. Shortly thereafter, it launched Latter-Day Woman, its online magazine, and Our Ladies Room, its social networking site. Within only several short months, their magazine is already being read by women in over 48 countries.

LDSWA is an amazing company with so many things it’s doing right, but the thing that really makes it such a success is Daryll’s ability to tell a story that is remarkable. And the reason it is so remarkable is not only because it is different, but mostly because it is so relevant. Her idea has spread like wild fire throughout the LDS women’s community because there are so many women who didn’t have a place to congregate online. Daryll has provided this in a sincere, humble way.

When you can tell a story about your business that comes from the heart, it makes all the difference. It’s not about a slick advertising campaign. It’s about being sincere and tapping into a need (or want) that isn’t being fulfilled.

If you are interested in learning more about LDSWA, visit www.ldswa.com.

Is your product or service ‘on code’? Every culture has a “code” – for love, health, beauty, sex, family, obesity, home… even cars. Marriage, drinking, music, movies…. different cultures have different ‘codes’ for all of these important facets of life.

 

How is this relevant to marketing and branding? It’s important that when you advertise and promote your product, it’s ‘on code.’ An example of a product that was on code a few years ago was Chrysler’s PT Cruiser. Dr. Rapaille, a French marketing consultant that conceived the Culture Code, ran sessions for Chrysler and determined that the American code for cars is IDENTITY. Based on this, the design and marketing of the P T Cruiser reflected the sense of identity that Americans take in their cars, and the product was a smash.

 

Some brands are ‘off code.’ Although it was lauded in the press as an innovative way to market their firming lotion, Dove’s “Real Women” campaign is actually ‘off code.’ The American code for youth is MASK. In general, lotions and creams that are marketed to U S women should reflect that they will replace an aging, wrinkled look with a ‘mask’ of smooth, youthful skin. The more the marketing and the message reflect this ideal… even if it’s at odds with reality… the more it is on code. Dove’s real women campaign more or less promised women that they would look like every other real woman – very off code. What women want in a beauty product is to look like an ideal woman… to be provided with a mask that will immediately make them young and beautiful.

 

There are codes for every important part of life – and every important product or service. Determining the real reason people buy can have a huge impact on the success of your marketing program.

 

It Starts When They’re Young

Codes are formed most strongly in the early years. Children become imprinted with different meanings from infant to seven years of age.

 

In the seventies, Nestle was frustrated in their attempts to open the Japanese market for their instant coffee products. Utilizing the process of determining the Japanese code for coffee, it was determined that there wasn’t any. There was no imprint of any kind in Japanese culture for this product. Nestle concluded that they would have to start with the rising generation… and by introducing a line of coffee flavored sweets and candies (for kids), they started the process of imprinting a code for coffee in to the Japanese culture.

 

Our earliest memories and emotions stay with us well in to our senior years. More than we can imagine, they effect our choices and the decisions we make… whether we realize it or not. How we respond to the way a product is presented and positioned is heavily affected by these subconscious memories and codes.

 

To the degree that you can determine the ‘real’ code for your product and service, you can ensure that your message is on code.

 

(For more information on the ‘code’, contact us at VirtualMG or check out the book “The Culture Code” by Clotaire Rapaille.)