FreeThink: November 2007

FreeThink: a blog published by Maxwell PR

It's in the Bag

Did you know on average Americans use 16 plastic bags a week? Thankfully, more and more retailers are helping consumers help the environment. Method, a favorite brand of Maxwell's (and mine) is making it easy to kick the plastic bag habit with a great gift idea (to keep or share) - the resuable market tote.

With all the talk around banning plastic bags for good, your eco-friendly bag will be a welcomed gift to your loved ones and the earth.

Here's a quick run down of other retailers supporting alternative means of bagging:

New Seasons offers discounts for bringing your own bag for store purchases. Target gives you feel good points by printing nifty ideas for reusing their plastic bags on the side of each bag. IKEA has taken a bold and different approach; charging $0.05 per plastic bag used and donates the money generated from its U.S. locations to the nonprofit organization American Forests. IKEA does offer a reusable "Big Blue Bag" and reduced the purchase price from $0.99 to $0.59 to further encourage environmentally responsible habits from its customers.

- Diane

posted on November 28, 2007

The Story of O

If I had a dollar for every time a client said they want to be on Oprah's TV show, I'd be rich. The media mogul has the power to make products and causes instant successes. While the TV show has a huge following, let's not forget about O, The Oprah Magazine as a dream media target. With nearly 3 million subscribers, it's an editorial outlet worth considering.

I confess, I'm an O magazine subscriber, but not much of an O magazine reader. I save up multiple issues to read on trips. I recently returned from Miami, where Tropical Storm Noel forced me inside the hotel; while there, I consumed fours issues of O in a row, which is a great way to understand the content of a magazine. I was delighted to find a gorgeous photo of Oregon's Ecola State Park by Craig Tuttle in the "Breathing Space" feature, as well as other opportunities for clients. I'm once again a fan of this pub.

Want to explore pitching ideas? I'll gladly serve as the Maxwell O magazine expert.

- Vicky

posted on November 27, 2007

PR 2.0

What is Word of Mouth marketing? After attending four WOMMA conferences you'd think I'd be able to answer that clearly. The most authoritative answer, as oftwo weeks ago, is in PQ Media's study on the size of the industry - check it out to learn how they defined and measured it.

As for how we think about it at Maxwell PR, we take a pretty agnostic view of it. I can't imagine us ever saying to a client "you need a word of mouth marketing program." That's just creating a new silo and we're against that. In our opinion, WOM should enhance or amplify your marketing efforts, just like PR or advertising can do so for a good Corporate social Responsibility (CSR) program. We call ourselves a PR agency (for now) but we rarely work within the tight confines of that box. PR traditionally meant "media relations" and while that's our core work for many clients, it certainly doesn't even begin to define what we do for others.

I started out by asking "how do we define WOM" and ended up asking "how do we define PR". At Maxwell we believe that WOM starts with truly listening to your customers and then developing programs that end up with a message passed from one person to the next. That's not so different from PR, which we see broadly as programs that foster two-way communication between organizations and their target audiences.

Both WOM and PR are changing and expanding rapidly. Rather than dissecting and naming them we're absorbing the best practices of each and putting them to work for our clients.

- Jen Scott

posted on November 26, 2007

Who Should own WOM?

An interesting discussion was had at the WOMMA conference this year: who should own Word of Mouth marketing?

It's been bubbling up over the past few years but it was nice to see it come out into the open where we could all take a swing at it. There were people representing companies and brands in the room, along with PR agencies, ad agencies, interactive agencies and even a guy from an agency that does WOM marketing exclusively.

I'll skip to the end here - turns out that whoever is signing the checks owns WOM. Kind of disappointing, no? Yeah, I thought so too. So I hope you'll indulge me on my reasons why your PR agency or department should lead your word of mouth marketing programs:

1) We know what's interesting to consumers. We work with members of the media everyday with one goal: to get them interested in writing compelling stores about our clients so that their readers buy more of their newspapers/magazines/etc. This is the fundamental talent needed to get people talking about your brand, and thus generating word of mouth.

2) We know how to tell your story authentically. Word of mouth doesn't work when you're making stuff up, putting a spin on something, or not telling the whole truth. A good PR agency can help you find your story and tell it honestly.

3) We know how to look at the whole picture. PR doesn't just mean "press release" and PR isn't just about media relations. We're creating programs that span traditional marketing disciplines to get media and consumers talking. If your PR agency is just handing you a stack of clips each month and cashing your check, it's time to look around at your options.

In the interest of not looking completely biased, I have to say in all honesty that any of your marketing partners could do great WOM if they follow these guidelines. The traditional marketing silos are all breaking down.

See my next blog entry for more on PR 2.0.
- Jen Scott

posted on November 21, 2007

WOM is big business. No really.

Before heading to the Word of Mouth Marketing Association (WOMMA) Summit last week, I had an interesting conversation with my client regarding why the marketing trades rarely cover campaigns that fall into this category.

That's not to say that they don't ever cover WOM, they certainly do, but I have yet to pique a reporter's interest in a story about our annual People's Choice contest for Kettle Foods. If you are familiar with Maxwell PR or Kettle Chips you already know that right now you can go online and vote for the next chip flavor the company makes. We've been doing this for four years - before the term "user-generated" was invented. The catch is that we don't do any mainstream advertising or have a big budget - two important criteria for trade media coverage. Lots of WOM campaigns operate the same way.

But maybe the stunning news that WOM is projected to be a $1billion industry next year will get the trades' attention. Maybe this news will make WOM seem more real (dare I say more valid) to the editors who cover our industry. It's time to take this seriously.

- Jen Scott

posted on November 20, 2007

Hot Chips and Ham Pop

Well, here at Maxwell we think we know a little something about flavor...working with Potato Chip innovators like Kettle Foods and recently launching the fourth annual People's Choice campaign inviting fans to choose the next potato chip flavor.

But even the Potato Chip maker who brought fans flavors like Spicy Thai, Buffalo Bleu and Island Jerk (not to mention former People's Choice nominees Strawberries & Cream and Dirty Martini) has never done anything so daring as Ham Pop.

Nah, since Kettle Foods only makes flavors that actually taste really good, we'll just watch from afar with a mix of revoltion and adoration as Jones Soda releases holiday flavors including Sugar Plum, Chocolate Coins and, um, Christmas Ham. This year, in a departure from their now classic, revered and reviled, Turkey and Gravy soda, the company is launching two limited-edition packs, one for Christmas and one for Hanukkah. But even the Ham Pop is Kosher. Bonus, right?

For me, I'll stick with this year's Kettle Foods People's Choice: Fire and Spice flavors for something out of the ordinary (because they also taste awesome). The fiery nominees include: Wicked Hot Sauce, Mango Chili, Jalapeno Salsa Fresca, Orange Ginger Wasabi and Death Valley Chipotle. To take your favorite all the way to store shelves next summer head online to vote or pick up one of the limited-edition Party Packs for the holidays to taste the flavors. For just $14.95 plus shipping you could gift your friends with bags of all five spicelicious nominees - HOT.

And if you're tough enough - wash it down with a swig o' Ham Pop.

Cheers!

- Erica

posted on November 13, 2007

Is Carbon the Enemy?

A recent article in The New York Times, Claudia Deutsch wrote an article that inspired the cynic in me. Apparently companies like Coca-Cola and McDonald's are switching out hydrofluorocarbons (HFCs) for carbon dioxide in their refrigeration equipment. HFCs have been the refrigerant of choice for years, but now it looks like they hurt the ozone layer ten times more than carbon dioxide. The problem, then, becomes marketing.

With people engrossed with "green language" like 'carbon neutrality' and 'carbon offsetting', the mention of carbon dioxide being "less bad" doesn't really do it for consumers. The phrase carbon alone is a no-no for advertisers. But I might argue we're being hasty, even rash towards carbon. Let us take a moment and think of good things associated with carbon dioxide:

Fact: If carbon dioxide suddenly disappeared, at least 99% of the species on earth, including man, would die. Without carbon dioxide, there would be no photosynthesis of green plants, and without photosynthesis, we would have no oxygen to breathe and no food to eat.

Food for thought: people aren't starving (as much) and plants are growing. Plus, we can breathe. All good things.

Is carbon dioxide really the enemy? Or is the way ignorant and irresponsible way people and companies use it?

- Jessica

posted on November 12, 2007

No Parabens in These Pits

After returning from the Naturally Boulder Day, Jen Maxwell-Muir has been on a chemical kick - of the get rid of them sort. Of course here at Maxwell we all do our best to live green and buy safe, healthy products but, even still, most of us have at least a few paraben and phthalate-laden products lying around. Well, at least I'll admit it that I do.

Things have changed in my house since Jen came back from Boulder fired up about endocrine-disrupters and rightfully so - there's nothing good about them. Once Jen had unleashed her battery of knowledge from Boulder I huffed home to confirm that my products were fine, but instead found out they were not. The very body wash I had been so regularly rubbing on my body, lymph nodes and glands, was full of the bad P chemicals.

The good news is that as soon as I made my startling discovery I stomped right over to Target and bought a much better body wash by one of our favorite companies, Method.

The new wash is paraben-free and comes in the cutest box bottle with sassy pack copy and very yummy sniffs. I bought the Green Mint scent and body lotion to go with. The unborn wee one (due in March) will thank me for ceasing to disrupt his endocrines and my pod mates will thank me for smelling so awesome. Win/win, that's what I say.

- Erica

posted on November 08, 2007

Money Talks, Are Consumers Watching?

On the heals of Clorox's whitening, I mean lightening-fast acquisition of Burt's Bees, Kellog's has scooped up Bear Naked and Gardenburger. Who's left?

This made me feel good about the work we're doing to help independent minded, values-driven consumer companies succeed. Go underdog, that's what I say.

We're already planning our next Kitchen Conference, our annual consumer marketing summit that attracts national brands in the natural, organic space. Who says only the big guys win?

- Jen Maxwell-Muir

posted on November 07, 2007

Update on Maxwell's Auro Campaign

As seen in Promo Magazine:

GoldToeMoretz Uses Incentives to Boost Loyalty Program

GoldToeMoretz is using incentives to increase membership of its online loyalty program, including coupons and sampling.

The sock-maker brand is out with a new offer. People who join the Auro Ring program will receive a $2 downloadable coupon off their next purchase of Auro EZ Match socks at Target stores.

It's the latest incentive to boost membership in the program, which launched in July.

GoldToeMoretz kicked off its loyalty program with an online offer targeting moms with a free pair of socks to the first 5,000 who signed up.

"The first goal was to get people to sample the socks," said Jen Scott, vice president of Maxwell PR, the agency hired to develop the program. "The second goal was to build up the e-mail list."

Within three hours of launching the offer, the company filled its quota, but requests kept pouring in, Scott said. So, the firm extended its freebie to 8,000 people before shutting down the Web site offer four hours after launching it.

A sweepstakes overlay also gave members a chance to win one of five $1,000 Target gift cards. People who referred friends also earned an addition five entries. Some 22,833 people entered the promotion.

Since then, some 24,000 people have signed up, Scott said.

"This was developed to be a sampling program, but we wanted to extend it," Scott said.

The $2 coupon is available through Nov. 16. Online marketing and monthly e-newsletters support the program. 500lb Marketing Solutions handles the Web site.

Members can also offer their opinions about the company's products and give demographic information via a survey. GoldToeMoretz plans to use that information for future marketing initiatives, Scott said.

posted on November 02, 2007

Bleach and Bees

How's this for a scary Halloween - Clorox, maker of bleach, charcoal and other products purchased the beloved natural personal-care brand Burt's Bees. As reported by AdAge, Clorox is hoping Burt's Bees incredible growth will continue even faster with the parent company's larger distribution system.

Many consumers are unaware that organic and natural "mom and pop" companies are owned by major corporations – check out the Organic Consumers Association list for a few examples. While not very recent, but it provides some interesting insight into how many of the companies we perceive as small are really not.

We've seen how good, values-based companies can grow under larger companies and still maintain integrity (example: Kashi being owned by Kellogg). In this case, the CEO of Burt's Bees, John Replogle is quoted in the AdAge story as saying:

"We're going to continue to run the business with the same team and the same principles with the same integrity of the natural products and sustainability that we always have, so really there should not be any perceived change for the consumer. And if you get to know Clorox and their people, mission and values, they're tightly aligned with our own."

We can't help but wonder if Burt's Bees will be able to maintain its integrity under the giant Clorox, but certainly hope it will.

- Laura

posted on November 01, 2007

	This spirited, open forum by Maxwell PR staff members, studio mates and colleagues features people who are, in our opinion, doing the right things to get people talking. You'll see us rave about organizations building communities and rant about those who are missing obvious opportunities. We sprinkle in a little marketing and PR rhetoric from time to time for extra vigor and enthusiasm, and will share observations and insight based on our own experience honing our craft every day.

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