Behind the Scenes: The "Stride Shift" Focus Group

Focus groups are an important research aspect for many advertising agencies.  They are usually small groups, between six and ten, and pertain to a specific demographic or psychographic that the client is hoping to target.  The goal of a focus group for an ad agency or client, is to instigate conversations, through a mediator, about their thoughts and feelings on a given product.  This allows the agency to draw out any specific concerns or advantages they should promote or shy away from in order to better market the product.

The 'Stride Shift' commercial for gum creates an interesting fusion, combining the structure from the research of the gum into the actual advertisement.  It is a fictional glimpse into a focus group trying the new gum. Each member has a slow but instant shift in the gum, "from berry to mint," causing a freak-out reaction that requires a dousing of water to calm each member down as their gum shifts flavors.

Following the initial scene they reveal another aspect of the research and show people observing, through video camera, the reactions of the members.  This technique is also used often in focus groups in order to relate back and analyze the comments or reactions in a focus group.

It is an interesting idea to incorporate the research of a product, in this case a focus group, into the commercial advertising of the product, even if the research portrayed is fictional.  It provides a glimpse into the world of advertising research and creates humor in the idea that the fictional focus group has an actual freak-out.  The uniqueness of the commercial stands out and creates a fresh and uncommon take on what commercials can show about advertising.

http://www.youtube.com/watch?v=QxEV767gxzM

Sherwin Williams Seeks Out and Finds the 'Makers.'

http://attitude.adforum.com/top5/2010/09/21/sherwin-williams-bees-mckinney/

The best psychographic system for categorizing consumers is known as VALS, which stands for "Values, Attitudes, and Lifestyles."  This system distinguishes between eight separate types of consumers.  The categories include: "Thinkers," "Believers," "Achievers," "Strivers," "Experiencers," "Makers," "Innovators," and "Survivors."  Each category is targeted at a consumer that holds specific values and beliefs that define what exactly they look for in a product.  This allows companies to tailer their commercials and advertisements towards consumers who fall into these categories.

One specific and simply ingenious commercial advertisement from Sherwin-Williams truly captures the heart of the "Makers" category, according to the VALS system.  First of all, the "Makers" category targets consumers who are self sufficient and practical.  They look for reliable products that they are able to use in projects they do themselves.  They are independent and believe in doing home projects on their own and the right way.

The Williams commercial, entitled "Bees," which one can watch through the link at the top of this entry, uses a plethora of paint sample cards to construct a natural environment centered around the life of a bee, who uses bright color samplers to build its hive.  The commercial ends with the line, "Make the most of your color with the very best paint."  The commercial is vibrant and uplifting but still sends the message that if your going to do-it-yourself... use Sherwin-Williams paint.  It is wonderfully simple and beautiful in its delivery and presentation and any self prescribed "Maker" would have to shut his/her eyes in order to not be seduced by that advertisement.

DVR: NOT the Death of the TV Commercial.

Digital video recorder's (DVR) are not stealing as many commercials as was previously speculated.  A recent study co-authored by a Duke University professor expected to find that homes with DVR's affected consumers' shopping behavior.  The study actually found that there was virtually no difference in shopping behavior in homes with DVR's and in homes without them.

The researchers involved studied data from a three-year study of homes that were given a DVR and ones that weren't.  The researches studied the purchases of new products, advertised products, and store brands in 50 separate categories.  What was found is that the difference between the cases was negligible.

Some speculation as to this outcome involves the notion that households with DVR's still watch 95% of their TV "live," so they actually have a limited ability to fast forward or skip commercials.  Others have speculated that TV watchers merely change channels or go to the kitchen for a snack.  

Whatever the case may be, there is still hope for the TV commercial.  Unfortunately, according to a 2006 survey by the Association of National Advertisers 60% of advertisers planned to cut TV spending due to the DVR.  Hopefully this information will resonate with advertisers and all will not be lost.  

The fall of the TV commercial, it would appear, was not a very far one, and it might just have the strength to stand back up.  It seems that the speculated decline of the TV commercial might have partially been perpetuated by a self fulfilling prophecy.  Given the technological advancements and combined social annoyance of the TV commercial, how could one not think it was bound to fall.  But whatever the future holds for the famed TV commercial, lets not give up hope just yet.

http://www.newsobserver.com/2010/05/04/465920/no-death-rattle-for-tv-ads.html

Is Media Multitasking the Norm?

Gfk MRI's annual Media Day survey reveals that multitaskers might have tipped the scale in their favor.

They have reported that adults who engage in other media activities while watching TV, reading magazines or newspapers, and using the internet almost equal those adults who exclusively use one of the four media groups at a time.  The percentages of the non-multitaskers, who exclusively use one of the four media groups, over the past two years, has dropped at least 3 percent, except for TV users.

The largest change, not surprisingly, was in internet use, where users who exclusively focus on the internet dropped from 54 percent to 45 percent.

The American public's focus has become increasingly fragmented with the constant innovation and melding of the internet, social networking, cell phones, and technological accessories.  It has come to the point where we are no longer satisfied with completing one task at a time and hunger for the complications of multitasking.

It would appear that multitasking is no longer seen as a hinderance to our performance and has stepped into a new light.  Instead of being seen as a fragmentation of our focus it is now the way we efficiently get things done.  It is becoming an expectation that we must be able to multitask to the nth degree in order to satisfy our drive to fit as much work/social networking/online shopping as possible.

I don't believe it is unreasonable to think that Gfk MRI's annual Media Day survey's will continue to show a decrease in the number of exclusive users of the four major media groups.  The question is: Where will it stop and how will it affect the expectations of what we can fit into a single day?

http://www.adweek.com/aw/content_display/news/media/e3if8cf70233aa65f1bb93fa853d1980fc1

Corona Extra: I'm in a Drunken State of Relaxation

http://link.brightcove.com/services/player/bcpid1315793544?bctid=608222919001

What do you think of when you hear, see, taste, touch, or smell a Corona Extra?  You probably think of a beautiful white beach on a perfect day, sharing an ice-cold bucket of Corona Extra with your significant other.  Which is exactly what they would like you to see.

In their new tv ad, posted above, they've added a twist on the white beach scene and show people overlooking a city-scape, and snow-capped mountains, etc., while enjoying their Corona Extra.  With the tag at the end saying, "Find your beach."

Without distinctly changing their message, Corona Extra exudes an environment upon you, one in which you have no responsibility, your daily stresses have been erased, and you've found relaxation.

 Corono Extra means carefree. Corona Extra means unwinding.  Corona Extra means relaxation.

The very sight of a Corona Extra, and you automatically want to take it easy and just have a (their!) beer.  Corona wants you to immediately and instinctively draw an image of your life on vacation all the time.  They are promoting a type of lifestyle branding that slowly percolates through you until you decide it's time to relax and have a Corona, whenever you see their ad.

It goes beyond just associating Corona with relaxation and verges on insinuating a lifestyle that one should live if they want to drink a Corona.

Uncle Ben's Moving Up in the World.

In a marketing world where competition is stiff and a recognizable and relatable spokesperson is essential, Uncle Ben (Uncle Ben's Rice) just got a promotion.

If you visit the Uncle Ben's website you'll notice you can take a tour of Uncle Ben's spacious, wood paneled, new office.  His new office includes a leather chair, book case (full of Uncle Ben's rice), chess table, globe, and contemporary furniture.  The virtual tour allows you to select certain items that explains details about the anatomy of rice, or the plethora of Uncle Ben's rice options, or merely to see his classy bow tie collection.

In any case, this new position of Uncle Ben seems a bit exaggerated.  In an attempt to crawl out of their affiliation with 19th and 20th century stereotypical marketing racism, they have given Ben the upper management position, clearing them from their distasteful past.

Even though this change was an exaggerated and blatant attempt to sever their historical ties, the website experience wasn't disagreeable (maybe except for the self-portait of Uncle Ben in his own office!).  The interaction with the Ben's office is entertaining and almost resembles an 'I Spy' mystery game where you must hunt out and find the clues to solve the case.

While being obvious about its motives, Uncle Ben's new image isn't unpleasant and Uncle Ben's certainly wasn't the only company in the past to use stereotypical marketing to catch customers.  Other companies of the like have either disappeared or adapted to contemporary perspectives and Uncle Ben's is making a statement as to their longevity and ability to adapt.

http://www.unclebens.com/?showoffice=true

Sweet 'N Low's New Campaign

Sweet 'N Low's new ad campaign, created by Mother, New York, is targeted for a potentially younger crowd, in an effort to broaden their clientele, which is currently the "45-year-old-plus women."  I fear they may have missed their mark unless their potentially younger clients are eight-year-old, pink obsessed girls.

In addition to the retro ladybugs shown above the new art work consists of a retro-style owl, and a peacock doused in pink psychedelic patterns.

While these images do provide a very youthful and fresh image, part of Sweet 'N Low's campaign goals, I'm not sure they will draw in the younger crowd as expected.  These ads invoke images of pig-tailed girls pasting flower stickers on all their newest Barbi's.  I doubt that their potential clientele involve this age bracket and I fail to see how the younger crowd will be drawn in by this new artwork.

Bobby Hershfield, co-cd at Mother, stated, "We didn't set out to make a retro campaign, but this is the look that emerged from staying true to the brand.  It happens to be in fashion right now."

As a college students, I am bombarded with fashion combinations of all sorts and have found that while certain fashion aspects from the 1960's and 70's are present today they have been reinvented for our era.  The artwork used in Sweet 'N Low's new campaign seems painfully true to its generation.  Too true in fact.  I fear that these images will fail to attract the younger crowd and, in reality, appeal to the company's previous demographic.

Unfortunately, I see this new ad campaign as nothing more than a fresh face-lift with little hope of attracting a younger crowd.

http://www.adweek.com/aw/content_display/news/strategy/e3iea381ae4ffdbc7aed57ba6aad54ad69d