trend sage

great planners dish on planning

noreply@blogger.com (Trend Sage) — Mon, 22 Feb 2010 21:00:00 +0000

Redscout presents Spur Episode 2: Talent. from Redscout on Vimeo.

I stumbled upon this fantastic series of videos from Redscout on the topic of Account Planning. Redscout interviewed a diverse range of planners about their opinions on where planning is going, what they look for in a new hire, etc.

The video I posted here is about talent and which traits planners should possess, but (so far) there are at total five in the series. All are worth watching.

I just love to hear planners talk and share their ideas like this because it tends to get me very, very excited about the craft of planning (to be honest, I get chills) It's a good reminder of why I like planning so very much.

posted by: hillary hempstead

[via PSFK]

The "awe" factor: what motivates people to share

noreply@blogger.com (Trend Sage) — Wed, 17 Feb 2010 20:35:00 +0000

Like many of us in the advertising, marketing, or consumer research fields, I’m perpetually interested in understanding what makes people tick. In focus groups, my favorite question to ask a respondent is, “So, why is that?” (then when I get the answer, I have to discern if it’s the actual reason why).

That’s why I was intrigued by a story in the New York Times about the kinds of articles people are most likely to share. A group of researchers studied the New York Times list of most-e-mailed articles with the intent of understanding if there’s a certain type of article that’s shared most. The researchers checked the Times' most e-mailed list of articles every 15 minutes for more than six months, analyzed the content of articles, and made sure to control for things like article placement. They found that people like emailing articles with positive themes rather than negative, and they also tend to send long articles on intellectually challenging topics. But most of all -- readers tend to share articles that inspired “awe.” But how to you define, “awe”? What really qualifies?

The researchers defined the quality as an “emotion of self-transcendence, a feeling of admiration and elevation in the face of something greater than the self.”

So this makes me wonder – if people are more inclined to share stories that inspire “awe” – could this feeling also translate to digital advertising? And could it play a hand in which links go viral, which memes become popular, which ads are paid attention to, which social media platforms are favored – and so on? If we’re able to inspire in our consumers a feeling of awe, could campaigns be more successful?

Now to be clear, I don’t think that adding a dash of awe to every spot that’s created or every ad that’s written is the answer. That’s far too simplistic, and it’s also not necessarily appropriate. But I think that the article brings up something that’s at least interesting to consider. The feeling of awe is a powerful emotion; it speaks to people.

- posted by Hillary Hempstead

[image of the Crystal Caves is courtesy National Geographic. Photo taken by Oscar Necoechea]

iPad: interesting concept. BAD name.

noreply@blogger.com (Trend Sage) — Wed, 27 Jan 2010 20:12:00 +0000

As I'm checking out the latest gadgetry from Apple (the iPad,) I'm struck by the bad name. iPad? Really? They couldn't think of something else?

OH -- the creative community is just going to eat this one up, I'm sure. We're so fond of poor, feminine hygenie humor (iPad? ha! what about iTampon? iFemHy? baw-ha-ha-hah!!) And while all this is going on, I'm going to be asking -- did they talk to any girls about this product (notice the lack of them in their introductory video)? I hate to feel like the PC police, but after umpteen years in this biz, I'm weary of tawdry, cringe-inducing humor especially at the expense of my female counterparts.

In the meantime, I'm going to keep an eye on this gadget because this girl has been waiting for a color version of Amazon's Kindle -- which I've heard is YEARS from being a reality. bad name, or not -- iPad is a cool product.

posted by: Karen Raidel

[Image: FreeDigitalPhotos.net]

Google, you're so easy to love.

noreply@blogger.com (Trend Sage) — Fri, 08 Jan 2010 14:30:00 +0000

I didn't know that it was possible for me to love Google any more than I already do. I'm completely sold on Gmail, Picasa, Blogger, and Google Trends. And I'd be completely lost without my iGoogle page.

But this holiday season, Google found another way to impress me by gifting free wi-fi to 54 airports in the U.S.

I had the good fortune of flying through three of the 54 airports to which Google provided wi-fi during the holidays. Amid all of the winter weather delays and the holiday stress, I really appreciated Google's fitting gift. The free wi-fi had a strange pacifying effect on me (but multiple hours of LOLcats and Facebook could pacify almost anyone).

I have to wonder if airline and airport satisfaction scores would be higher if the entities did something more to accommodate passengers on a regular basis. I'm already overpaying on everything else in the airport ($7 for a fruit cup and $20 for one checked bag? Really?). Sure, free wi-fi might not be the key to passenger happiness, but it's not a bad place to start.

- posted by hillary hempstead

Peculiar Pairings

noreply@blogger.com (Trend Sage) — Wed, 06 Jan 2010 22:15:00 +0000

One of my favorite pastimes is wandering around in search of quaint shops and cafes. I love the thrill of finding a place to buy great coffee or pretty stationary. During recent explorations of my new West Coast home, I've noticed an interesting trend: the proliferation of shops that pair seemingly disparate goods as their core retail offerings.

I noticed this first while walking around Palo Alto, where I stumbled upon a runner's supply store called Zombie Runner. Instead of limiting the store to running supplies completely, the owners have also installed a top-notch coffee bar (complete with barista!) in the back portion of the shop. The owners are avidly devoted to both the cults of long distance running and high-quality coffee. It's absolutely an odd combination, but it seems to be working well for them.

The second example of this trend I found in San Mateo. I happened upon a store called Clear Optometry, which offers typical optometry services and frames, but it also sells frozen yogurt and, local favorite, Bluebottle Coffee. One of the most interesting facets of this combination is that patients receive free frozen yogurt while they wait for frames. That would definitely get me in the door, but I'm just a complete pushover when it comes to sweets.

Both of these stores opened up in the midst of the recession and are unique concepts. While the items the shops sell are worlds apart, so far they seem to be drawing customers in at a respectable pace. It will be interesting to watch how these businesses evolve as the economic climate continues to improve.

- posted by hillary hempstead

Anthropologie and The Anthropologist

noreply@blogger.com (Trend Sage) — Thu, 12 Nov 2009 00:26:00 +0000

Anthropologie.

The simple utterance of that brand name brings me happiness.

It's no big secret that I'm a devoted fan of Anthropologie. The in-store experience is top-notch. The interior is always thoughtfully outfitted with intricate and artful displays, and the sundries they sell are beautifully unique. Heck, I'd set up residence inside Anthropologie if it were socially acceptable.

Beautiful and whimsical design is something that is obviously paramount for the brand, and serious attention is paid to the look of the store's shop, website, and catalog. So fittingly, the brand recently introduced an online destination devoted to design and inspiration called The Anthropologist. And the execution is flawless.

The email I received from Anthropologie described The Anthropologist as:
"...a virtual story book where inspiring content is exposed, emotional connections are made, and the creative process is illuminated."

What I love the most about The Anthropologist is that it's devoid of any solicitation from Anthropologie the retailer. It stands alone at its own web address and asks nothing of the visitor, other than to view it and be inspired. The Anthropologist is a brilliant example of how a brand can provide real value and connect with its consumers in a genuinely interesting and useful way.

Well done.

- posted by Hillary Hempstead

eh, gads! CHICAGO is the most stressed city?

noreply@blogger.com (Trend Sage) — Mon, 26 Oct 2009 14:17:00 +0000

A Harris Interactive poll (conducted on behalf of Princess Cruises) found that my beloved hometown Chicago is considered the most stressed city in terms of finding work/life balance. Really? More so than New York City? Apparently so. Houston, Boston, LA and San Diego round out the top five, whilst Miami is the least stressed city.

I admit, I'm totally biased. Yet, this finding surprises me. Yeah, the weather literally blows and traffic can be a beast, but how is my city worse than others? Being a researcher myself, and having some understanding on how surveys are conducted, I offer a different theory: Chicagoans are honest about their feelings. Really honest. So when asked: "Hey, how's it going?" A Chicagoan is more likely to tell you the truth, rather than an expected answer.

Take that, Miami!

- posted by Karen Raidel

Sweden saves the earth, one meal at a time

noreply@blogger.com (Trend Sage) — Sun, 25 Oct 2009 19:14:00 +0000

Sweden has found a new way to tackle the issue of climate change. The NY Times explains how the country is testing a system that calculates the carbon dioxide emissions associated with food production. If the system succeeds, all food sold in Sweden could bear a label that lists the carbon emissions associated with it. The idea is that shoppers could then use the information to consider the environmental impact of their diets.

This could be an interesting case study. But with all of the controversy over simple nutrition labeling for restaurant chains the U.S., it's more difficult to imagine carbon emissions labeling catching on here.

- posted by Hillary Hempstead

[image via DragonDrop's flickr]

An alternate reality.

noreply@blogger.com (Trend Sage) — Thu, 22 Oct 2009 17:28:00 +0000

I was sitting on the living room couch with my laptop when I first saw this spot. I shushed my couch-sitting companions. I stopped web surfing. And for the first time in quite awhile, I watched a spot that actually gave me chills.

The Levi's campaign by Wieden + Kennedy has been running for a few months now, but I've wanted to post on it for quite awhile. The spots are hauntingly beautiful and inspiring. And as a fan of Walt Whitman, I’m happy to hear his voice and poetry featured in the campaign.

While the spot was arresting for me on both a visual and auditory level, it also made me take notice of the Levi’s web address at the close of the spot. Of course I was on my laptop while watching TV (what good Gen Y-er isn’t?) so I typed in the address and found myself getting pulled into a brilliant alternate reality game created for Levi’s.

The site spins a tail about a man named Grayson Ozias IV who buried a fortune somewhere in the U.S. back in the late 1800's. Grayson disappeared without a trace, but left behind a series of wax cylinders with clues that lead to the treasure.

The site is updated with new clues for players to listen to and solve. They’ve also wisely introduced social media into the game, and players can follow @GraysonOziasIV on Twitter or use Facebook Connect to spread the game. The player who manages to solve the game wins $100,000, and Levi's is also ponying up $100,000 to donate to a charity of America's choice.

I’ll admit that I’ve gotten drawn into playing this game; it's very well done. It's also fascinating take part in seeing how brands are using alternate reality games to connect with consumers on a less traditional level.

- posted by Hillary Hempstead

first cupcakes. next world peace.

noreply@blogger.com (Trend Sage) — Wed, 23 Sep 2009 17:39:00 +0000

ahhh, the beloved cupcake. is there an equal confection that could bring such great delight in such a small, delicate package? i think not.

i found this interesting article in NYT today about the popularization of the American-born cupcake in the Middle East. looks like a little American frivolity IS a good thing.

- posted by Karen Raidel

[photo: www.sxc.hu]

Oh, IKEA. The ousting of Futura

noreply@blogger.com (Trend Sage) — Fri, 04 Sep 2009 14:55:00 +0000

It seems as if everyone in the design community is up in arms about IKEA's font change from Futura to Veranda.

I know IKEA by their recognizable, mod-looking font (not to mention their fabulous Florts, Stjalks and Malms). Personally I prefer Futura to Veranda, but aesthetics aside, some may wonder -- does it really matter?

The biggest thing IKEA should be concerned about is how their font really served to differentiate them from other retailers. It fit their brand, and some may profess that Futura was actually a fundamental component of their brand identity.

I have to wonder -- could a Tropicana OJ-style consumer uprising take place? And would IKEA ever bend to the whims of their design-savvy customers by changing the font back?

My gut tells me no. But I can hope, right?

- posted by Hillary Hempstead

if everything is local, is anything actually local?

noreply@blogger.com (Trend Sage) — Thu, 06 Aug 2009 13:57:00 +0000

That's the interesting question that's posed at Ukiah Blog Live.

It seems as if some corporations are latching onto the local movement, stating that, "...buying local means any store in your community: mom-and-pop stores, national chains, big-box stores — you name it.” But shopping at a multi-national chain is hardly in the spirit of what the "buy local" movement originally intended.

Some examples of this trend:
- The International Council of Shopping Centers, a global conglomeration of mall owners and developers, is paying for TV ads asking people to “Shop Local” — at their nearest mall.

- Walmart is hanging banners over its produce aisles that say “Local.”

So is this "local" path that some corporations are taking truthful? At the very least, it's good for the economy, but it seems a little shady for big corporations and chains to capitalize on a trend that was created to support independent mom and pop shops.

- posted by Hillary Hempstead

[image via treehugger]

what do cookies, ice cream and popcorn clusters all have in common?

noreply@blogger.com (Trend Sage) — Mon, 03 Aug 2009 18:34:00 +0000

It's package observation day here at Trend Sage.

Recently, I've noticed quite a few packaged goods on my local grocery store's shelves that look strikingly similar. Is it me, or does it look as if the same designer had his or her hand in creating these? I guess a clean, white background is now de rigueur for communicating simplicity of ingredients. At least Pillsbury, Smartfood and Haagen Daz think so.

On the plus side, at least none of these products are in the same category. That's a big no-no.

- posted by Hillary Hempstead

oh those tweeting trucks...

noreply@blogger.com (Trend Sage) — Fri, 24 Jul 2009 14:39:00 +0000

In my experience, this simple formula holds fairly true:

inexpensive + food + truck = delicious

While for many years food trucks have peddled hot dogs, greasy gyros and tacos, you've probably noticed the myriad of media outlets covering upscale food trucks (or "foodie" trucks). This new breed of upscale trucks peddle the finest in grass-fed burgers, tofu tacos, artisan/organic ice cream and other fancy items. Many of these trucks are even on Twitter so hungry people can track down their exact location.

However, a new truck has appeared on the street. But this truck isn't your local, independently-owned, organic ingredient-pushing food truck. This truck is from Taco Bell. Oh, and you can follow it on Twitter, too.

So -- with the chain's entry into the marketplace -- have food trucks finally jumped the shark?

- posted by Hillary Hempstead

Socialseek, you had me at hello.

noreply@blogger.com (Trend Sage) — Tue, 21 Jul 2009 15:34:00 +0000

Listen up you social media nerds and online buzz trackers. A new (and free) social media aggregation tool has appeared. And I have to say, it's really good.

I just started using Socialseek to track social media buzz surrounding some of our client's brands, and I love it. Essentially, Socialseek serves as a very useful social media aggregation tool that lets you search for a brand, company, or topic across a broad range of social media sites. It crawls news sites, Twitter, YouTube, Flickr, and blogs for the subject you're interested in.

A real benefit to Socialseek is that you can also track mentions of a particular search query by a specific location. The ability to monitor buzz in a certain area is definitely a useful feature.

Finally, Socialseek is ridiculously easy to use, and the UI is visually pleasing.

Give it and try and let us know what you think.

- posted by Hillary Hempstead

[via Tech Crunch]

Trend Sage loves Starbucks

noreply@blogger.com (Trend Sage) — Thu, 09 Jul 2009 13:40:00 +0000

Some people love Starbucks and others hate it, citing a brand that has expanded too much and become too "corporate." But make no mistake about this -- the two authors of Trend Sage love Starbucks (exhibit a and exhibit b).

Starbucks has impressed me once again with its digital prowess. This time it's via a Facebook app that lets users give a coupon for a free pint of Starbucks Ice Cream to one friend.

The effort has a benevolent component to it that Starbucks has employed in other online efforts - you're urged to give the ice cream to a friend. However, the brand claims they'll make no judgment if you happen to send yourself the ice cream coupon, instead. I swear I gave mine away, though. You believe me, right? Right?

After you pick a friend to send the coupon, you can let Facebook friends know about the promotion with a little Starbucks-created blurb that shows up on your wall and on friend's Facebook home pages. This effort strikes me as a brilliant way to generate awareness and create buzz around a product. It's also a fantastic way to engage consumers with a brand on Facebook.

Caramel Macchiato ice cream is definitely calling my name now. Gotta go.

- posted by Hillary Hempstead

tiny tech is big: microvolunteering

noreply@blogger.com (Trend Sage) — Tue, 07 Jul 2009 14:10:00 +0000

Already hip to microblogging and microlending? Check out the newest "micro" pheonomenon: microvolunteering.

Recently, NPR reported on this new brand of volunteer work, dubbed microvolunteering. Microvolunteering is essentially a way for a person to volunteer for a cause in short bursts of time. And all they need to help out is a smart phone app and a few minutes.

According to the story, microvolunteering opportunities could emcompass a variety of tasks --

"During your lunch break you could snap a picture of a pothole that needs patching and zap it to the proper authorities. You could report a dying elm to the parks-and-recreation department or spot a rare woodpecker for the Audubon Society."

The company behind this microvolunteering effort is called The Extraordinaries. They believe that microvolunteering is perfect for Gen Y, given that the generation is so used to the instant nature of texting, Facebook and MySpace.

As a Gen Y-er, I think microvolunteerism has its appeal. However, I believe its appeal extends beyond my generation, especially as other generations continue to embrace digital technology in droves.

Kind readers -- what's your perspective? Does the microvolunteering concept transcend the generations?

- posted by Hillary Hempstead

Ruehl goes buh-bye.

noreply@blogger.com (Trend Sage) — Thu, 18 Jun 2009 15:40:00 +0000

Abercrombie finally decided to chuck their struggling 5 year old Ruehl brand of stores. Is this beginning of a much needed shakeup at Abercrombie? I hope so. Abercrombie and Fitch used to be such a great, strong brand ingrained in our American culture (do you remember this catchy lil’ tune?) But now analysts are saying that the brand is over-sexed, out-of-touch, and the merchandise is off-trend. In addition, the store experience at Ruehl is simply bananas: Dimly lit, shuttered windows, and oh, that stand-offish staff! Furthermore, CEO Michael Jeffries has been criticized for his alleged refusal to promote sales during these economic times. Really?

Speaking of over-sexed, is anyone else sick of American Apparel’s brand imagery yet? But I digress. Getting back to Abercrombie, I hope to see this once great brand get a major overhaul. Soon.

- posted by Karen Raidel

A: Subtle Butt. Q: Too many beans?

noreply@blogger.com (Trend Sage) — Tue, 16 Jun 2009 16:28:00 +0000

Holy frijoles!

I can’t help but let out a little snicker giggle about this product called Subtle Butt. According to the company's website, this nifty little pad “enables a life social after eating chili dogs.” Well, I suppose that’s a useful device, but what is it about this subject matter that just makes me (and pretty much MOST women I know) squeamish? It’s just one of those things us nice girls aren’t supposed to talk about.

- posted by Karen Raidel

Customer Service Cheers (and Jeers)

noreply@blogger.com (Trend Sage) — Fri, 12 Jun 2009 18:54:00 +0000

MSN Money released their latest survey on the 10 best companies in customer service AND the 10 worst companies in customer service. To pretty much no one’s surprise, a host of telecommunications companies and financial services make up the worst in customer service. Locally headquartered Abercrombie and Fitch made a repeat appearance on the list as well. (Uh-oh.) What confounds me is that A+F still HAS an audience despite its reliance on the same marketing strategy for the past umpteen years (or so it seems). A+F, are you paying attention?

As both a Nordstroms devotee and die hard Trader Joe’s fan, I was glad (and again, not surprised) to see both on the “best” list. Think about those two stores for a minute – what a completely different experience in each! But what you will find in common are great products that you want, and sales folks who seem genuinely interested in helping you find what you need. It’s seriously difficult not to have a smile on your face when dealing with TJ’s checkout. And when is the last time you received less-than-stellar service from a Nordies’ employee? Um, that’s right – never. There is something so genuinely nice and approachable about the people that work at these places. It’s 100% customer service throughout the whole experience.

Maybe Comcast could learn a thing or two.

- posted by Karen Raidel

[photo: freedigitalphotos.net]

The Art of Shaving

noreply@blogger.com (Trend Sage) — Wed, 10 Jun 2009 19:57:00 +0000

CPG powerhouse P&G recently purchased The Art of Shaving, a high-end male grooming products chain. Their seemingly uncharacteristic move caused some in the marketing and ad industry to ponder why a venerable CPG company would waltz into the world of retail - especially given the recession and the fact P&G is notoriously CPG-focused (although truth is, this actually isn't P&G's first foray into retail).

For those who are bewildered by the move, I say this -- I'm sure the purchase wasn't given the two seconds of thought that I gave my most recent checkout counter impulse buy (oh yes, I did). A company like P&G has serious coin to drop on research. I'd guess that, among other reasons, they found the move would help elevate their brand image.

The Hartman Group provided some insightful perspective on the acquisition. They go so far as to speculate P&G may foresee something shaking up the CPG sector soon. Could CPG be affected the way private label is affecting mainstream grocery? That's something a little scary, but interesting, to consider.

- posted by Hillary Hempstead

beta chocolate

noreply@blogger.com (Trend Sage) — Mon, 08 Jun 2009 19:09:00 +0000

When it comes to computer software and online tools, having something in the "beta" stage isn't uncommon. When an online tool exists in beta, the developers are looking for user feedback on how to improve the software. However, beta and chocolate might seem like more of an unconventional combination.

TCHO, a chocolate manufacturer in San Francisco, applied the concept of beta testing to its chocolate. The company solicited feedback from customers and produced 1,026 iterations of a chocolate before they settled on their final chocolaty-good version.

A very interesting application of a tech concept to chocolate. I need to get my hands on some of that TCHO goodness.

- posted by Hillary Hempstead

[photo via typetive.com]

eat Lay's, eat local

noreply@blogger.com (Trend Sage) — Wed, 20 May 2009 19:37:00 +0000

It's interesting to see how the eat local/buy local movement continues to gain attention in the mainstream. Frito-Lay has latched on to the trend and positioned its potato chips akin to local fare made with simple ingredients. Their current spots star the actual farmers who grow potatoes for Lay's, and they emphasize the simplicity of Lay's chips made with, "just potatoes, all-natural oil, and a dash of salt." That brand's website is particularly interesting, and it features a "Chip Tracker" that urges consumers to enter the product code from their bag of Lay's to see where in the U.S their chips were made.

In light of the eat local/buy local trend, positioning the brand this way seems pretty smart. And there's likley some potential to change consumer perception about the brand. It was news to me that Lay's are made from just three ingredients. I just assumed the chips were filled with the preservatives and chemicals that are in most shelf-stable products. Lay's definitely gets a point for that.

While I think the campaign smartly taps into pervading social trends, I'm curious what consumers will think of a giant corporation like Frito-Lay associating itself with the local movement. And sure, Lay's potatoes might be grown on US farms, but the farms are probably large agribusinesses. I just have to wonder if this positioning isn't a bit too much of a stretch for the brand.

- posted by Hillary Hempstead

you are what you eat

noreply@blogger.com (Trend Sage) — Fri, 15 May 2009 14:21:00 +0000

Thanks to one of my favorite blogs, InfluxInsights, I learned that a new film called Food, Inc. will be hitting theaters this summer. The movie seems to follow the same muckraking style of its food-conscious predecessors like Fast Food Nation, King Corn, The Omnivore's Dilemma, and Supersize Me.

The interesting bit is that organics purveyor Stonyfield Farm has heavily aligned itself with a film that critiques our current food system of mega-processors. Pretty savvy move, I'd say.

- posted by Hillary Hempstead

jetblue digs your pet

noreply@blogger.com (Trend Sage) — Thu, 14 May 2009 14:21:00 +0000

Recently I've been thinking about taking my cat Fiona with me when I fly, so I've been looking into my options when it comes to pet travel. Most airlines allow pets on board and list their requirements on their websites. However, JetBlue goes above and beyond other airlines when it comes to pet travel with their program, JetPaws.

JetPaws is an extensive section on the JetBlue website dedicated to providing information on pet travel. The JetPaws program gives pet owners travel "Petiquette," a graphically-pleasing downloadable Pet Guide, pet travel merchandise, and other small perks when a pet is booked for flight. Last year they even held a pet look-alike contest.

JetBlue has gone out of their way to connect with pet owners (there are 88.3 million owned cats and 74.8 million owned dogs in the United States) with good reason; we humans love our furry little companions. As a pet owner, I appreciate JetBlue's attempt to make traveling with pets hassle-free. Now that I know about their program I'm more likely to consider flying JetBlue - even when Fiona isn't accompanying me.

- posted by Hillary Hempstead