Sharpie A Backpack

Earlier this week I wrote about Sharpie’s newest campaign, “Sharpie Uncapped” and how they are taking the idea of aggregating content generated by users through social media and making it pay off. Today on Twitter I learned about another element in their integrated campaign that I also wanted to share.

Apparently they’ve partnered with Office Depot, a huge supplier of Sharpie product, to create “Project Backpack”. Through the site http://www.myprojectbackpack.com, users are encouraged to visit Office Depot to purchase the qualifying backpack and two free Sharpie pens and submit their custom backpack designs. It reminds me a little bit of Champion’s “Hoodie Remix” which I covered HERE.

This is a brilliant effort by Sharpie to use integrated marketing to support their existing Sharpie Uncapped campaign (which is noted on the myprojectbackpack.com site). I imagine through Project Backpack they'll receive tons of great submissions on sharpieuncapped.com. Thanks, @sharpiesusan (another element in their integrated marketing arsenal)

by Garret Ohm

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User Generated Content Is Beautiful

When done properly, marketing using user generated content can be effective at building a brand and beautiful all at the same time. Take for example the site created recently by the brand that essentially owns the permanent marker category, Sharpie. The “Sharpie Uncapped” site, which you can visit HERE is a site that allows users to register to share anything and everything Sharpie. Users can register to upload images directly to the site, or submit images through the web via popular social media platforms such as Flickr and Youtube.

It’s an amazing repository of inspiration and information about the many unique ways consumers are using Sharpie’s products. One look at some of the content on the site and it’s easy to see how the brand could develop an advertising campaign generated from the submissions on the site. It’s also a great way to encourage people to spread the Sharpie message via word-of-mouth marketing, as you can imagine the people who submit will be proud to have their work featured online.

While the visual appeal of the Sharpie site really helps to generate and sustain interest, there are many other categories where user generated content can and has worked: automotive, airlines, snack foods, shoe companies, car dealerships, restaurants, tourist attractions, and more. That said, it’s important not to simply give your customers the keys to the castle, so to speak. In order for a UGC effort to work, it’s key to engage in careful planning, think creatively and to know your audience (including having a healthy knowledge of what could go wrong). Need help? We’ve got that.

by Garret Ohm

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The Simpler The Better

As communications designers, it’s our job to create materials that present information and messaging in the clearest and most compelling possible way. As such, we believe that there is such a thing as providing too much content, which can overwhelm your target audience. We’re advocates of simplicity and conciseness, which is why we wanted to share a link we found chronicling 40 examples of impressive websites where you never have to leave the homepage. Sometimes that’s all you need to communicate a message.

Here are some of our favorites:

See the full list HERE, and get inspired.

by Garret Ohm

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Garret Ohm Named Natl Auto Mktg Examiner

I'm proud to announce that after applying for the role of National Automotive Marketing Examiner for Examiner.com several weeks ago, I was recently given the green light to start writing. The column will focus on trends in automotive marketing in the United States and sometimes even around the world. I was motivated to write this column because if there's two industries I absolutely love they are automotive and marketing.

But more importantly, I think there's tons to write about right now. The big players are struggling to stay afloat, there's a constant debate over the future of vehicle technology, and all the while the new kids on the block (Tesla, Fisker, Coda, Aptera) jockey for position as the future of the automobile. The result is some pretty interesting marketing that's taking place. I wanted to share the first article I wrote about one of the darling startups of the automotive industry, Tesla Motors. You can read the full article HERE. I'd love your comments and thoughts, and please do add my page to your Google Reader or bookmarks! 

Why Did Tesla Tweet, Then Stop?

Of the many brands that I’ve engaged with on Twitter, Tesla Motors comes to mind as the one brand that has really used Twitter as a tool to catapult itself from relative obscurity into the limelight. As an auto enthusiast wholly enthralled with the industry's move toward clean technology, I had heard of Tesla before Twitter but didn’t really have any real familiarity with the brand until I started following @TeslaMotors. They used the account often to discuss the company's advancements, interact with the early-adopting public, and build excitement for their upcoming products. They even gave public updates of their Roadster deliveries, invigorating investors and making gear heads like me want one even more. They built quite a lot of momentum with the account and did so pretty quickly, building their list of followers to well over 9,000 people, many of which were, by default, exactly the type of people Tesla was hoping to reach — technology savvy, early-adopting entrepreneurs.

Unfortunately, a very peculiar thing happened late last Fall. With the tweet “Chris Paine gets his Roadster!" @TeslaMotors went silent. For some strange reason that tweet started a drought of nearly six months—a period that included the high-profile unveiling of their highly anticipated Model S sedan. At a time when you’d expect they’d be working hard to court investors and encourage buyers to put down their $5,000 deposits for a Model S (and fund future production), they said nothing.

I'm happy to report that in the last few weeks, Tesla has resumed Tweeting, although not engaging on the level it once was, with recent tweets touting mainly news releases or blog posts. It really makes me curious as to what happened to @TeslaMotors during the “dark” period? Why did they seemingly give up on an outlet that has the potential to reach so many potential investors, buyers and brand ambassadors? I suppose folks at Tesla are the only ones that know the real answer (and they’re welcome to answer here).

If you have any ideas or theories, please feel free to leave a comment here!

by Garret Ohm

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Gethuman Saves Brand Experience

I completely understand why many large companies adopt automated phone systems to handle their incoming inquiries. These systems work 24-hour days without complaining, they don’t call in sick and you don’t have to worry about them asking for a raise. That said, I’m not sure there’s anything more frustrating in the world for a consumer than when they call hoping to have someone help them through a question or concern only to get stuck in “hit 5 for more options” hell. 

It’s one thing to have an automated system efficiently direct you to the proper person to answer your question; however, too many companies have adopted systems that make it nearly impossible for you to find a human being that can take care of you. I just went through this with a large cable/internet provider and as a result have spent the last several days complaining to whoever was listening about their poor service. Can you imagine how many people are doing the same thing — especially with the explosion of social media services (like Twitter) that make it simple to tell the world about a poor experience?

So here’s a free marketing tip to any forward-thinking business that’s listening: If you must use an automated phone system to answer calls, that’s fine, but PLEASE, give me the option to speak to a human being if I can’t find exactly what I’m looking for. After all, marketing isn’t just about gaining a new customer. Often, it’s about making sure that the company ALWAYS delivers on the brand promise — before, during and after the original purchase (especially important for service businesses).

If you’re reading this and you also despise automated phone systems, I encourage you to check out http://www.gethuman.com — a consumer-driven Wiki that allows humans to share tips and tricks on how to find other humans when calling businesses with automated systems. I just tested it and it works flawlessly!

by Garret Ohm

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