Amazon Is Becoming Smarter

November 3, 2009 By Simren Deogun Leave a Comment

Should you be afraid? Now, that’s up to you. Personally, as a frequent peruser and purchaser of books, I enjoy Amazon’s growing intelligence.

By now, you should be aptly wondering what it is I am speaking of? Well, I’ve noticed in the last couple of months that Amazon has begun sending me the following kinds of emails:

Amazon.ca Recommends for You Email

Naturally, they know what I’ve purchased and they’ve taken this priceless knowledge a huge leap forward. It’s not just about sending me the most recent book news or updates to their websites or something else about the Kindle. It’s about actually taking the time (automated or otherwise) to customize an email communication based on my search and purchase patterns.

Amazon says, “Hey Simren, Maybe you’d also like to buy this, this and this.”

Simren says, “Not right now, but thanks!”
OR
Simren says, “Ooo, that’s not a bad idea, I think I will!”

My experience clearly hasn’t been negative, but I can see how this messaging may be construed as intrusive or excessive. I think it’s a fantastic way to strengthen the brand based on positive messaging and reinforcement. It also shows me, the consumer, that Amazon cares.

When they send me the above, they are speaking directly to me, no one else. And yet, it is conducted with supreme expertise. There is little cost associated with email marketing. Amazon’s technology to automate this system would have incurred some cost to design and implement but with little variable, ongoing costs. And the return is tremendous — ultimately, I agree with Amazon, click through, surf around, and make a purchase. Even I don’t follow through with a purchase, I have responded to Amazon’s message, which means it’s working.

Filed Under: Digital Tagged With: , , ,

Innovative Business Card Samples

October 13, 2009 By Simren Deogun Leave a Comment

Here are some exciting business card designs I found on Flickr:

(Click here to read my post on The Life of the Business Card).

Click Here for more.

Filed Under: Business Tagged With: , ,

The Life of the Business Card

October 12, 2009 By Simren Deogun 4 Comments

Is the business card still relevant?

The short answer is YES. How, in an age of digital everything, can this small piece of cardstock hold so much power?

Here’s mine Designed by Me (minus personal info)
Simren Deogun's Business Card

It travels from the designer to the printshop to your hands and then into the hands of a prospect, a customer or other business relation. The most important part of a business card’s life is actually none of the above steps but rather what the recipient does with it. Do they keep it or trash it?

Almost every business has some form of a digital signature (often featured in their email correspondence) but we’re not so digitally entrenched as a society that we don’t occasionally step away from our computers. It is those face-to-face, in-person interactions where the business card becomes king.

It can ensure that you be remembered because it is the physical representation of you, your company and what your company represents.

A small 3″x4″ card. The beauty of it is that you have carte blanche! Design it however you like. Include as little or as much information as you like. Be bold. Be memorable. Be different.

I once received a bright red, foldable business card presented in a miniature envelope. The business card itself was a mini adventure. It was from an event management company and, to this day, I have not forgotten them or the impression they made.

You should be looking to make the same impression. Amongst the hundreds of cards any notable person at a company may receive, what do you do to ensure that they keep yours and not trash it?

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Godin says ‘Find Your Voice’

June 25, 2009 By Simren Deogun Leave a Comment

I ask the multi-million dollar question: “How?”

I have no straight-forward answer to offer, unfortunately. Much like Godin’s take on the plethora of approaches to Marketing, there is no standardized manner in which you or your department can find that niche.

Godin writes:

Don’t worry about someone else’s invented standards for new media, invent your own. Avoid obvious mistakes, don’t follow obvious successes.

Find your voice, don’t copy someone else’s.

The most difficult part of his advice (and the most truthful) is that being the industry copycat is not a roadmap to success. Yet, it’s easy, often too easy, to look at what your competitors and other great marketers are doing and duplicating it to mimic the same results.

For me, at least, finding my voice as an individual marketer (outside of my place of work) has been honouring my instincts as often as I can.

It has been about believing in what I believe in but also being able to stomach criticism and the sometimes cold realities of the workplace.

Embrace change. Welcome ideas. Be open-minded. Communicate constantly. Start and Finish all things.

These are great places and ways to start finding your voice — don’t be afraid.

Though Godin tells us to avoid mistakes, the reality is that they will happen and hopefully you’re in an environment that will allow you to grow because of them.

Filed Under: Thoughts Tagged With: , , , ,

I Like the NEW Pepsi Logo

June 23, 2009 By Simren Deogun Leave a Comment

Some recent research I did on Pepsi’s rebranding efforts have left me unbelievably astonished.

See Before & After’s debate and the Comments on Brand New.

A seemingly clear majority dislike Pepsi’s new logo. I am a proud supporter of different opinions and voicing them freely but I was shocked to find my initial reaction to be so vastly oppositional to that of the masses.

New
pepsi_new 		  vs.   Old
pepsi_old

It is an undeniable gutsy move for this big cola player to make a rebranding move in the middle of a recession. Frankly, I commend them, not only for the guts but for a job well done.

And I am not simply taking the position of devil’s advocate for the sake of it but rather truly believe that the newly modernized design represents a fresh outlook and face. It also speaks to a young generation while not entirely abandoning generations passed.

Why I like the new logo:

  • Clean, simple, modern design that optimizes white space
  • While inherently modern, the logo possesses a slightly retro feel harkening to a simpler time much like its lines
  • No shading, who cares? The cans are already 3D!
  • Daring to be different in a market that relies on generational bestowal, that is, habits of past familial generations are passed on to offspring, even cola preferences.

I vehemently disagree with naysayers that argue the look is not youthful and that it lacks a certain “punch” opting instead for bland and unexciting. The punch lies within the change, it resides in Pepsi’s decision to take chances.

For a moment, think Apple. They are the powerhouse monopolists of clean, simple, engaging design. Ultimately, appealing to a market that has been yearning for an itch to be scratched that the PC conglomerate just cannot reach. I recall a time when the public did not understand the Apple Macintosh — its sleek design a stark departure from the bulky, black box under their desk — now Apple’s design (and industry-leading functionality) is welcomed and eagerly anticipated.

Pepsi’s new logo stands a fighting chance and I predict it will grow on the unsuspecting yet open-voiced, disapproving masses.

Are you engaged yet? Watch this new Pepsi ad and maybe you’ll begin to see what I see.

Filed Under: Campaigns Tagged With: , , , , , , ,

Della – Notebooks & Sexism?

May 13, 2009 By Simren Deogun Leave a Comment

I came across this interesting article, Dell’s new marketing tactic? Sexism, a few moments ago about Dell’s new marketing initiative, Della.

The article possesses a clear bias — that I do not disagree with –, unafraid in its approach to reprimand Dell for its unintelligent attack on women and technology. Read the article above for more detail.

The gist outlines the Della product line, and its subsequent campaign, as a simplification of technology for a supposed less technically inclined target audience (made up of women) who primarily use notebooks and the like for low-level tasks, revolving around the internet, fitness, beauty etc.

Dell has now posted the following on their site regarding their less-than-equitable comments:
Della Editor Note

Well, the people spoke and they listened. Does that make it all better?

The marketing lessons to be learned are many, actually:

- Do not talk down or demean your audience regardless of ruling cultural and societal stereotypes
- Listen. Dell has claimed to have listened now but only after leaving a bad taste in everyone’s mouths. Listen now, do not retract later.
- Understand your audience. Segmenting is a central function to good marketing but this can often be construed with unfair and inequitable categorization leading to alienation and offensive marketing.
- The customer rules. Treat them with the utmost respect and receive the same in return.

I admit that I take this personally because I know, as a female, I am not technologically incapable, and, from a marketing perspective, I should not be a circle being forced in a square hole.

Filed Under: Campaigns, Digital Tagged With: , , , , , ,

HP: ‘The Hands Commercials’

May 5, 2009 By Simren Deogun Leave a Comment

Perhaps you’ve heard of what most people refer to as the “HP Hands Commercials” featuring celebrities and toting the tagline that “The Computer is Personal Again”.

If not, have a look here with Shaun White (snowboarder extraordinaire) and here with Serena Williams (tennis star).

HP Commercial - Shaun White

HP Commercial - Serena Williams

The concept is simple yet effective. HP is taking the computer — now a staple in many western homes — and reinventing its importance in our daily lives. The presentation, in my opinion and simply put, is cool. Many video aficionados may infer that its stylistic techniques are easy enough to recreate but for the current generation it’s certainly novel compared to the competition (consider Dell, Microsoft, MDG etc.).

Apple being the only exception since it almost always takes the advertising cake, HP does an amazing job at getting your attention (remember it’s limited) and keeping it.

The commercials include compelling visuals, direct messaging, celebrity presence (which garners attention from a younger demographic), aggrandizes common computer features from webcams to email while creating the perception that with an HP computer the possibilities are infinite.

Ultimately, how different is an HP from Dell or IBM or the no-name one you built in your basement? Not really different at all. The parts may have even come from the same place — but it doesn’t matter.

I remember this commercial. It sticks out, and I cannot say the same for most of its competitors. And that translates into creative and memorable branding which directly impacts the consumer’s purchasing decision.

Filed Under: Uncategorized Tagged With: , , , ,

eMarketing Series :: The Website

April 12, 2009 By Simren Deogun 1 Comment

In this current age of digital superpowers, I think it negligent for organizations to steer clear of eMarketing (or digital marketing). Typically defined as the utilization of the internet, and related electronic mediums, for marketing purposes including, but not limited to, communicating a message, targeting a specific segment (often more specific than traditional marketing) and facilitating a consumer-organization dialogue.

The first portion of my e-marketing series examines The Website. This multi-part series will be entirely dedicated to what I believe are the essential aspects that make up the whole of eMarketing.

I like to refer to the website as the Godfather of online, the end all and be all, the first and last segment of your eMarketing circle.

Strategically, eMarketing initiatives should be built upon a solid foundation, and your organizational — or personal — website is where you should begin. It is your digital home. Where your brand lives and evolves. Where you live and evolve.

Website Manifestations

Corporate – Designed with the sole purpose of relaying organizational information to the public.

Blog-based – An organizational (or personal) website that centers on a blog format where all news, commentary, multimedia, general and product information are communicated.

eCommerce – Website based on a purchase mechanism for goods and/or services directed by the organization with the possible inclusion of third parties.

These are my BIG 3. Of course, we could also venture into the nitty gritty discussing content management systems, flash and the like but they don’t actually count as ‘types’ of websites in my book but rather what goes on behind the scenes.

The Good

Access – to information, products, services and thought-provoking content. Anyone interested in anything nowadays is more likely to try out Google first than other traditional methods of research (No stats to back this up but we all know its true). Do not be one of the few that cannot be found.

Branding – As with all things that will be parsed out in this series, it often boils down to branding. The message. The look. The intrigue. And so on. Your website should be the first point of entry, and you have complete control. Honesty and creativity are key. Remember your audience and embrace the ability to make changes and evolve online.

Geographic, Demographic & Psychographic – Your audience is now only a few clicks away. That goes both ways. The transaction ends up being mutual. They get to learn about you and IF you are a smart marketer you get to learn about them. i.e. measurable and trackable.

ROI – You can actually track this!

Everybody’s Doing It – Think about your competition. Do they have a website? Is it a good website? (The answer to this one may not be as obvious as you think). Regardless, the equation is simple. If ‘they’ have a website, you should have one. If they don’t have a website, you should have one.

The Bad

Saturation – A direct offshoot of “everybody’s doing it” since your competition more likely than not does have a website, ergo, your website requires a strategy of its own. Differentiate? Cost-leadership? Focus? Well, you know what I mean…

Originality – Don’t be a copycat. And don’t forget to create a creative and original online presence. This is certainly most difficult. Outline the purpose of the website. What the audience is looking for and what you’ll be giving them. Design. Design. Design.

      Header + Sidebar + Content + Footer = Website.

This is true BUT I’ve never believed that marketing was about standardized mathematics. Take a risk.

Time – Dedicating time and energy to your website is critical to developing and maintaining it as a success. It is not, and should not be, an overnight HTML Quickie — give it the respect it deserves and it will return the favour.

Filed Under: Digital Tagged With: , , , , ,

Me, My Brand and I

March 1, 2009 By Simren Deogun Leave a Comment

My goal in creating and developing this blog has, at its core, been a way of marketing myself. A avenue towards carving out my brand and identity, not only in the career marketplace but also on a personal level.

I went big colour, big graphic yet clean and uncluttered with, hopefully, some satisfying writing on the side.

I think its important to ask myself, have I achieved what I set out to? Is my brand identifying in the way it should? Is the bridge between me and my brand easy enough to cross?

Well, I certainly hope so.

The real (and scary) answer: I don’t know — eek.

This blog – and my brand – are still babies. And the wonderful world of online allows me to experiment with a plethora of possibilities on how to present myself, ergo, continuous change. Ultimately, I am engaged in a quest with no foreseeable end to develop the perfect living space for my brand.

I often stare at my site realizing that if anyone does exploit the powerhouse muscles of Google, as they are more than welcome to do so, this is where they will end up.

But, I guess, my real question is: How do I ensure that I continue to define my brand and not the other way around?

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