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Paul Dunay: Content IS Your Brand

Because of Google, everyone today has access to research that we have never had before. So when you are considering a purchase, what’s the first thing you do? Google it. Therefore shoppers (B2C) and buyers (B2B) are armed with more data than ever before. And its going to get worse, thanks to social media.

In Web 1.0 we saw companies create websites as outposts of their companies and immediately everyone had to have one. But in today’s Web 2.0 world all you have now is your content.

I used to hate hearing in the Web 1.0 world – content is King. But you know what? It came true. It’s been a game of whoever can create the most content wins.

Everyone is into thought leadership, custom content, podcasts, videocasts, community – which I think is great. And this hasn’t gone unnoticed – a recent B2B Magazine article mentioned the top M&A target is a marketing company strong in integrating custom content and live events!

So what? So that means the entire first experiences of your brand online are all around the quality of content you put out there AND what people have to say about it. It’s time to crank on the quality of your content machine not just the quantity!

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#796 Daily Source Code for Sunday October 5th 2008

Love And Light

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Paul Dunay: Putting a Virtual Events Strategy in Place

If you are an avid reader of this blog you will already know that I am fascinated with Virtual Worlds and Virtual Events – but I was never truly enamored with Second Life and was not in favor of it for business from the start. (Must have been that scary looking penguin that tried to strike up a conversation with me.)

All that aside – I encounter a virtual world from the moment I step foot into my house with my two boys being avid RuneScape players. So I can’t help but think there must be something redeeming here for businesses.

One thing I am investigating and heavily considering for 2009 is a Virtual Events Strategy. It’s like a virtual tradeshow but a space all your own for your own business events.

Because of this I decided to speak to Stuart Bowen who has put into place a virtual events strategy a few times now and is currently doing this for ON24. Don’t miss his insights into what you should be doing.

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About Stuart

Stuart Bowen, Senior Director of Virtual Events, ON24

In his current position, Stuart overseas the Sales and Business Development of ON24 Virtual Show, working with Sales, Executive Management and Product Development. ON24 is a global provider of webcasting and virtual events solutions.

Stuart has spent his working life in the B2B media space. Stuart has held a number of positions including VP Sales in which he was responsible for creating the first ‘online-only’ sales team at UBM (formerly CMP Media) and then pioneering the original cross-product (print and online media) sales team. In his last position at UBM Stuart oversaw and evangelized the use of virtual worlds in a business environment to internal and external customers

ON24 Virtual Show. Learn more on http://on24.com/products_virtualshow.html

Ted Mininni: Pushing the Big 'O'

A compelling marketing article appeared in Brandweek titled “The Story of O” that was published on September 7th. It’s terrific because it also enables me to follow up on my recent post dubbed “Sharing the Wealth.”

The article centers on California supermarket chain Safeway's O Organics private label food line, which generated $300 million in volume in 2007 and is expected to bring in $400 million this year. Safeway's Eating Right private label line which debuted last spring, is expected to generate $200 million in sales this year, as well.

As you may recall in "Sharing the Wealth," Safeway plans on offering supermarket chains across the country, including regional competitors, opportunities to purchase and distribute these brands, as well.

"We think we've hit on something magical with consumers," said James White, SVP-Consumer Brands. Why magical? First of all, Safeway has successfully repositioned its "vast array of private label products under a unified brand message—one compelling enough for discriminating shoppers.. .not to mention retail competitors.. setting an example for the entire industry." Hmmm... sounds like value to me.

Let's face it: while all major retailers continue to position private label lines, some are doing it more successfully than others. In a nutshell: improving quality, packaging and advertising has been key to Safeway's private label success. Ergo, it competes with national brands head to head quite favorably. Hmmm... sounds like value to me.

Moreover, Safeway President Mike Minasi, acknowledging consumers "are taking more visits to different types of outlets to fill their shopping needs," is intent on changing that. "Our strategy is to build brand solutions so they no longer have to do that." Hmm... sounds like value to me.

By operating like a CPG company within a retail environment, Safeway has taken a unique approach to supporting its private label lines by turning to extensive consumer research capabilities. Safeway also taps outside creative consultancies to create sophisticated package designs and agencies to develop consumer advertising.

Having a CPG mentality enabled Safeway to consolidate 70 store brands into 10 super brands instead. Sounds like a smart idea.

Here's what Safeway learned in its research:

• When the store's healthier frozen entrees' flavor profiles were improved, consumers responded favorably.
• When packaging was redesigned to focus consumer attention on key attributes they specifically cared about: "low fat," "high fiber" or "whole grain," consumers responded.
• When packaging and advertising positioned organic offerings close to the point of origin: the earth and the farm; focused on the simple goodness of nature, or shown in their purest form, and the complicated aspects of "organic" were simply explained, consumers responded.

But here's the most important point in all of this: while Safeway acknowledges the tremendous growth in private label food—these products account for one-fifth of all grocery sales at present and will continue to grow in a challenging economy—it isn't just about price. Safeway: "The key to success in any economy, is giving customers the kinds of products and brands they crave." Hmmm... sounds like value to me.

So, value in brands, even in a tough economy, isn't just about price is it?

Questions:

• Why do so many marketers seem to equate "value" uniquely with price structures?
• Do you as a consumer equate "value" merely with price? If not, what other motivators besides price connote value to you?
• Which brands—that are not price driven--represent value to you, and why?
• Which "values" motivate your purchase decisions most?

I'd love to hear from you.